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NAIL.social Office Hours
20 minutes | Jul 9, 2020
47 - Should brands boycott Facebook? lol, no.
Here is our official take on the boycott and whether you as a brand should participate. Small business vs big business The narrative that advertisers can put pressure on Fb to change (like Fox news), LOL. FB relies on small businesses. Annually, Facebook generates US$70 billion in advertising sales and about a quarter of it comes from big companies such as Unilever Not fair to smaller companies that can’t afford expensive advertising Shifting to google and twitter. These aren’t any better Stop organic too? Inconsistent Dont be naive Opportunity for large advertisers to negotiate? Part of Patagonia/REI/BenJerrys brand. Not really Coca Cola / Unilever What should your brand/agency do? The financial impact isn't significant, but it is creating a lot of noise. FB needs to address PR. Brands and agencies need to decide whether or not to participate. Don’t feel pressured.
29 minutes | May 13, 2020
46 - And they're just data privileged
This Week in Paid - Delayed Gratification It's important to understand the buying behavior of your customers - impulse vs research What is the path to purchase? How long does it take to buy? What frequency? Setting expectations to the client, your own mental state as a media buyer Not focusing on the day to day minutiae This Week in Organic- So You’ve Been Audited Organic audit - last month of performance Meeting with client to understand their goals, capabilities Most important metrics AVG Engagement rate and avg value of posts What platforms have most opportunities Other competitors in the space, benchmark against them. Who is doing well and why. What are the best practices in the space Data Privilege Hard to take advantage of FB’s AI and optimization At least one purchase a day / ideally 7 per day (50 in a week) People with large adspend are “data privileged” Can’t afford to do testing and try new audiences Not enough money for purchase, have to back up conversion to ATC or leads Rant Wheel People not wearing masks No CBO Roll Out on Facebook Item Substitutions from Instacart
34 minutes | Apr 29, 2020
45 - Alexa, but as a nine year old...
This Week in Paid - Taking out the trash Text tool - doesn't work Ad recall lift - new incremental results column Personal attributes policy - “you” Multicultural affinity targeting - Legit needs and ways to abuse (hard to count communities is legit for example). FB made affinity targeting to avoid discrimination but now it’s just weird broad interest targeting This Week in Organic Sticky zoom behaviors - will these stay? Celebs joining calls, zoom bombing, zoom all day (Fable) Nonprofit zoom / webinar - tips for orgs Long Form Social Video Can’t put the same thing on FB and YT. Have to be adapted FB assumptions - 1 sec view, no sound, scrolling fast YT assumptions - 5 sec view, sound on, primed for video
32 minutes | Apr 20, 2020
44 - A french trench, a tranche
We tackle how Facebook has changed with the... Coronavirus. Support times, prices, buyer behavior, etc. On "Explain that tweet" we dissect another Ecomm-bro comment and how it's not very helpful. New segment, Restaurant Rescue, we talk about what restaurants can do to survive in these times from a social perspective. And a tasty rant wheel too!
33 minutes | Apr 10, 2020
43 - Tag the same pickles!
This podcast is only 37% COVID19 related. The maximum allowed to maintain sanity. Special guest today, creative director, Alec Beckett! This Week in Paid Client has pivoted to making masks. Completely changes our purchase data LAL’s based off purchase are now for mask people not primary product Our CPA is way down bc masks are much cheaper than primary product Landing page on website is 100% masks, not our products Creative is not mask driven at all If you still want to sell normal product you need to isolate those customers. And send them to page that doesn't have masks. If we want to sell masks, you need to take your normal people. 7 day purchase. FB rules for medical masks, technically not allowed 12:00 Community Creation (Update) Difference between community management and community creation Made easier with existing fan base - targeting engagers form the start (social proof) Volume of comments, sorted by most relevant - paragraph of humor, first thing they see Don’t end conversation, keep it going - encourage people to come back When ppl tag others also respond to those. Not about being “thankful” necessarily Match the tone of the commentor Solicit comments for social proof - Also makes ad cheaper, better quality score Alec Brings his very own Segment, and we rant about.... Masks!
33 minutes | Mar 20, 2020
41 - Coronavirus: The New Normalicy
It's the topic you don't want to talk about but also want to talk about.... Coronavirus! We try to keep it positive tho! This Week in Organic - COVID19 Brands that haven’t adjusted their messaging seem out of place If you scheduled content - go check, we did this for clients and took stuff off air Some brand twitter is acting like authority rn, Guiness Being silent is better than being tone deaf - ok to post nothing Some brands leaning into social distancing/video - chipotle on zoom This Week in Paid - Corona Virus Affecting industries differently - restaurant pulled spend but CPG came to us with a sow Don’t panic and pull adspend. Think about the new opportunities and new ways Changing process and business structure - to outlast hard times Prices are dropping. It’s a good time to get out there with new messages. Not just “we do curbside pickup” but something more creative. Book of the week delivery. Frame of mind is different now that we are in feed vs in store 12:00 Window of Opportunity New way of life. Some companies will be expanding/ramping up production. They need marketing to get their message out This presents new opportunities for agencies and media buyers to get involved CTA: be proactive to these companies and develop gameplan As the media expert you need to go to companies / your clients with ideas For examples: digital d2d for the census Charging airpods every night - example of how we’re all experiencing new behaviors And an ANTI-rant wheel for you.
43 minutes | Mar 6, 2020
40 - Are you right for ecommerce/DTC?
We are talking about all things ecommerce and DTC today. Does it make sense for you? What hurdlers or barriers will you face and how to get around them? Talking about Margins, Prices, Lifetime value, budgets, creative, and the problems of scaling too fast. Stop reading this and dive right in!
33 minutes | Feb 27, 2020
39 - We should start a band
+You know that ad campaign that has 5 billion views? No not the Super Bowl one, the TikTok one... oh.. I guess it was also on the Super Bowl too. Little Ceasars has updated the TikTok brand playbook with some great tactics and we dig in. + Choosing the right platform and ad unit is JUST <clap> AS <clap> IMPORTANT <clap> as the creative idea if you want to drive results. We talk about what works where and how to get your media buyer more involved in the creative process. + Cue Masterpiece Theatre music. Rachyl, a media buyer by day, and super sleuth by night, has uncovering something very off about a fun little band on TikTok. I guess you will just have to listen to find out. +We came across a brilliant 100% native execution on Twitter that we have to talk about. It uses a feature that we haven't seen before. +DTC headlines. What works and what doesn't, and why what you think might not work might actually work. Ecomm people pay attention! +The Rant Wheel gets.... awkward. Follow us on Twitter @nailsocial
35 minutes | Feb 21, 2020
38 - Renegade, Renegade, Renegade...
+TikTok updates are coming in hot. We talk about Jalaiah and the renegade dance, parental and safety features, the weird @TikTokTips account, and dun dun dun... link in bio is now a thing! +CBO strategies you probably haven't heard yet, like "single lane optimization". I just made that up, but listen anways, it's good stuff. +We go through BudLights instagram like geologist looking at the many layers of a canyon wall. It's memes all the way down... until... September, 2019. +Has social killed the storytelling star? Yes. But also no. Don't you hate those answers? Well its kind of nuances but social offers the biggest opportunity for story telling... if broaden your horizon. +Then we throw a lil shade at VaynerMedia... love you Gary!
34 minutes | Feb 13, 2020
37 - Mike Bloomberg, Meme Lord.
Full episode, take a listen, or just keep reading, like you are now, but trust me, the audio version doesn' t have nearly as many, you know, commas. + Have you ever request access to FB Business or Ads Manager from a client. It's our living nightmare. And a huge time suck. No worries, we let you know how to do it right, but also how to do it wrong, if you're looking for that too. +Mike Bloomberg is meme'ing his way to the Whitehouse. How do we get off this ride??? If you have seen the paid memes, bless your heart, if you have and want to understand the strategy behind it, take a listen. + EPIC HANDSHAKE TIME. As an agency there are some KPI's that are squarely in our court. And some that are in the clients court. And the most important one is in both of our courts, which doesn't make much sense as a metaphor, but is hugely important to understand. This is why you listen to the podcast and not read the show notes. + So you've decided to run some Facebook ads, great, be prepared for the collective middle finger from your new audience. We chat about setting client expectations for the first time they run ads, vs them normally just talking to their tribe in organic posts. We also talk about how to respond to the aforementioned middle finger. + Got some rant worthy topics including 1. Starting Campaigns on a Friday. 2. Whatever Vayner Media does. 3. When your bf makes you go to the same restaurant two valentines days in a row. Can you guess which one it is??? +This aftershow is all about speed. Pure speed.
49 minutes | Jan 30, 2020
36 - Inside Reddit's most successful ad campaign
Want to know what it's like to go from zero experience to the most successful ad campaign on the Reddit platform in three months? We got you! Show notes: -> Why are we in in Times Square talking about Reddit Ads. ----> Reddit Ads helpful guides, there are none. ->Why Reddit and client buy-in ----> What is Reddit good for? ----> Convincing the client -> How we structured the campaign. ----> Being fluid with planning ----> planning backwards from an end goal -> Ad Platform deep dive ----> Ad posts vs user page posts ----> Timing and budgeting ----> Targeting, subreddits vs broad, expansion ----> Campaign types, awareness, traffic, video views ----> Links and approval process -> Content ----> Elastic nature, evolving content ----> What worked: Dogs. What didn't work: Dogs ----> Headline strategies -> Open Comments ----> First comment strategy ----> Copy pasta strategy ----> Volume and what to expect -> Subreddit ----> How to create one ----> Why have one -> Results and Reporting ----> CTR with no links ----> Engagement, upvotes ----> Off channel ----> Sales dammit SALES! Get @ us Nail.Social or firstname.lastname@example.org
43 minutes | Jan 16, 2020
35 - Twizzlers are a collapsed artery
CBO, in theaters February! We talk about the upcoming CBO changes and what ads manager should do about it. Chewy.com has a brilliant tactic which is generating the best possible social testimonials. What is it? You will just have to listen. The Nail Social Media Awards were just yesterday, we talk broadly about what it takes to win such a prestigious award like this. And how to deal with creatives who.... are having trouble operating in a social world. Trolls are a special breed of commenters and require people with a certain set of skills. We talk about those skills and how to take their legs out, community management style. The rant wheels delivers a rare co-rant! The after show is especially lengthy because we bring in special guest The Candy Man, to talk about all sorts of sweet sweet topics.
34 minutes | Jan 10, 2020
34 - A huge increase in crisis
We're baaaaaaack with that big podcast energy! What are those top Social media trends for 2020? Well we give our take on which are legit and which are just lazy content writers doing their thing. We chat Facebook ad prices, AI, automation, and CBO, mobile, video, IG, stories, and we make a prediction that came true as soon as we were done recording. Count it! On the organic side we debit the merits of Baby Yoda as meme fodder and why it's had more longevity than OK Boomer. We also chat about the first big new Twitter feature in YEARS! How you can decide who gets to reply to your tweets. Is this good for abuse victims, or will it reinforce bubbles of thought? Jess talks about his super big news, and we can neither confirm nor deny it involves a podcasting hype house. We also chat about hype houses in general from the TikToks and Team 10. On the rant wheel talk about ..... oh, I guess you will just have to tune in! Thanks for listening! http://nail.social
37 minutes | Dec 12, 2019
The Woah: You need to toss it up first.
This week in Paid How to talk to Facebook Ads Support (or really any support tech) to get them to do what you want. Rachyl has some secret key phrases that unlock the doors of permission. It's "sure thing chicken wing" This week in Organic The TikTok 100 just dropped. We go through the best memes, dances, and videos of the year and give our take on what belongs on the list or not. Rachyl clarifies how to "woah". Rachyl Reacts In this new segment, Rachyl gives her cold take on the insane interdimensional cable ad campaign from T-Mobile and.... it's leadership team. Can you guess what they got each other? Can you guess why anyone would care? Update Kiwi Botanicals is a front organization for Big Wallmart and P&G. You heard it here first! Then we rant about billboards and chat about bullet journaling in the aftershow.
6 minutes | Dec 5, 2019
32 - 85,000 swimming pools to the moon!
Rachyl and Jess are on FIRE today, to the moon I tell you! This Week in Paid Facebook's Power 5. You know, you love it. Or you don't know it, or you know it and hate it. Either way, we got you covered as we talk about how this is turning into a weird religion and why you probably shouldn't give total control over to Mark Zuckerberg. This Week in Organic - Brand Spotlight We've got our eye on one brand that is killing it on multiple platforms. Drum rolllllll - it's Kiwi Botanicals! Their twitter is on point, they get it. Same with IG. Their Facebook... not even a thing, and ofcourse they got a TikTok. WARNING It's all political now. Rachyl breaks down how EVERYTHING is being flagged as political on Facebook and how you get authorization to deal with it. Clients, media buyers, do this now, we'll wait. The Social Spectrum (TM) Paid social... organic social... like what's even the dif?! Actually, a lot, and there is a lot of overlap too. We break down precisely what each is good for and why we think brands seem to find this so confusing. Finally We bust out the rant wheel, but you will just have to tune into hear it. Pssst... it's not about the latest Peloton ad. We actually save that for the aftershow.
29 minutes | Nov 27, 2019
31 - YouTooz what's YouTooz?!
Happy Thanksgiving listeners! Today we get into some last minute Black Friday Cyber Monday tactics and some mental health issues too. In This Week in Organic we tackle how data can cut through your biases. We discuss how UGC and "well produced" content has sort of traded places, freaky friday style. We bring you a new opportunity to work with influencers curtesy of @YouTooz. What's YouTooz? Thats what we said. They are only the most engaged account on Instagram. Then we rant about ------- oop, guess you will just have to listen to the episode!
35 minutes | Nov 21, 2019
30 - "We're on meth."
Meth. We're on it, and other topics like Pete Butigieg's dance memes, Twitter's new anti-political ad policy (will it even be enforced). Also we give out some advice to clients about removing old agencies from their accounts THEY NEVER DO THIS AND ITS IMPORTANT. Of course we have to talk about the virality of South Dakota's On Meth campaign and how its backfiring for their tourism. Then we have a rapid fire update on the T-Mobile CEO and what his new deal is, Instagram hiding likes, and the official death of Ok Boomer. Some spicy rants and a aftershow about comments on facebook and other platforms.
43 minutes | Nov 14, 2019
29 - "I Have Cracked the Code"
What is going on everybody?! Jess and Rachyl here and we’re back with another episode of The NAIL.social Office Hours cast. This week we’re kicking things off with an explain that tweet about the potential value organic posts can accumulate. Remember the whole Instagram removing likes thing? Well, its finally here. We talk about some of the things we think might happen and how we may have to switch the way we analyze data. WARNING, brand awareness campaigns are super fuzzy and can not be trusted. Today is our intern Alexia's last day with us, so we wanted to get her front and center on the cast to tell us her overall experience here at NAIL. We throw in a little rant about how journalists don't know pretty much anything about social ad buying and then close the show off talking about how FB is making changes to the front and backend of the platform...great timing FB. Don't forget to rate this podcast and follow us on Twitter @NAILsocial and Twitch @nailsocial. See you all next week!
45 minutes | Nov 7, 2019
28 - "OK Boomer"
It's the official Ok Boomer episode! We're so sorry. Before we explain that meme, we dive into Influencers and how to handle them and WHO should handle them, marketing, media, or PR? In this Organic news we tackle.. oh god... the Warren's Meme Team and all it's cringey and short lived glory. Next up, IANAL, but we really don't think you should be allowing lawyers to run your marketing. This is the case with CocaCola and others, but it doesn't have to be that way. Take heed our WARNING! After that, yup, it's OK Boomer time. What's it mean, where it came from, and how brands can really capitalize on it in fun and exciting ways! #OKBoomer. The Rant Wheel(TM) makes a come back and Jess explains what a bus is.
39 minutes | Oct 31, 2019
27 - "Fancy Loose Pants"
The best treat you'll be gettin this Halloween is this episode of NSOH. This week we are sharing our very passionate opinions about Jack Dorsey's decision to cut all political ads on Twitter. We do though, see another opportunity on Twitter for brands to promote tweets without any visual content attached. Mixology plays a huge role in our jobs but in a like, media mix kind of way. Being that we are an R&D agency, we're always trying new things--this time with drafting off of other peoples spend on Twitter. The rant session this week is juuuicy--Rachyl accuses Jess of saying she has no backbone when it comes to doing her job. We've been reading all of your kind reviews of the podcast and have decided to share one review each and every week. Be sure to follow our Twitter account @NAILsocial and hit us with an email @ email@example.com if you have any burning questions. See ya kids!
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