The Social Media Strategy for a $21.5 Billion Company
If you could learn about paid social media strategies from a guy who manages a Facebook account with 275k followers and a LinkedIn with 154k followers, would you listen? Duh, of course.
Good news, that’s what we’ve got for you today. SocialPros interviewed Jason Schober, the Social Media Campaign Manager at US Bank…wait, a bank…? Okay, but before you say “snooze,” it gets good. Jason has a ton of advice for anyone who uses social media for their business!
The fun starts at 2:50…
- (4:13) Like most of us, US Bank uses social media for building their brand, and they build their strategy around awareness.
- (8:34) US Bank develops different creative for each social media platform. They don’t stretch one campaign across all platforms (that’s a tip you can…take to the bank (nailed it)).
- (10:07) How US Bank measures the effectiveness of their social campaigns.
- (14:20) What Jason’s team puts in their report that goes all the way up to their C-level executives.
- (21:10) Your company has to excel at social listening to build and maintain customer loyalty, but that’s a difficult thing to do considering happy customers tend to be the quietest.
- (24:15) US Bank Stadium is going to be the site for Superbowl 52. Jason outlines the steps his team is taking to take advantage of all the chatter around that.
- (36:03) US Bank’s social-first campaign, Tour Possible, put the brand second. They focused on a community campaign that wasn’t directly tied to US Bank. It was hugely successful for them.
- (46:20) Jason’s one tip for anyone looking to advance their marketing career is ABL: always be learning. Never let yourself sit back and think you know everything.
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15 Questions to Ask Yourself About Your Website
When was the last time you took a look at your own website? We don’t mean that you just hopped on to make sure your newest blog post is getting all the shares. We’re talking about giving your website a serious audit to see if it’s actually answering the questions your visitors want to know.
Well, we’ve got news. You’re going to do that with today’s Read. The author, Andy Crestodina, throws out 15 questions that you have to ask yourself about your website. Here are a few of our favorite questions to help you sharpen your site’s focus:
- Can visitors tell what you do at a glance? You have about 1 second to tell visitors what you do. Does your website help them figure it out?
- What is the best order for the information on this page? Are you answering your customers biggest questions first, or are you promoting content that doesn’t really help?
- Do 100% of visitors know the meaning of these words? Unless you’re marketing to industry pros, avoid jargon at all costs. Seriously.
- Is the content formatted for people that scan?
- What do you want your visitors to do? Too many choices paralyze people. Figure out what the most important thing you want someone to do on your website and optimize for that goal.
- Did you miss a chance to be personal and human? This one is a big swing and miss by a lot of brands. Sometimes they even forget to swing.
9 more questions (plus examples!) inside. Check ‘em out.
Kenzo’s Surrealist Gem by Natasha Lyonne
What happens when you put Fred Armisen, Maya Rudolph, and Macaulay Culkin together in a 13-minute “commercial” directed by Natasha Lyonne (star of OTNB and American Pie)?
You get one hyper-quirky ad for Kenzo — filled with glitz, glam, glitter, and… gibberish? (Remember Kenzo from this ad directed by Spike Jonze?)
This latest ad highlighting their fall-winter collection takes an even bigger leap into surrealist storytelling. It’s hard to make sense of what they’re actually selling alongside bright wigs, clowns, and a literal made-up language, but when has high fashion ever really been about selling the thing more than selling the “vibe”?
We’re not even going to try to explain what’s going on in this one. Just fill up your coffee and take a break from your Monday morning daze and watch this entertaining short film.
“I realize everyone is telling you that social media is a unicorn, but maybe it’s just a horse?”