Social

Beasley Digital

4/17/2025

Social

Transcript

00:00Hi, and welcome to social media training. Today we will cover all the important information

00:13we need to understand surrounding our social solution. So let's get started.

00:18Social media is word of mouth on steroids. Social media has become an absolute staple

00:23in the lives of ideal audiences over the past few years. With the right social marketing

00:29strategy, you can connect with audiences in a more meaningful way than ever before.

00:34Word of mouth on steroids. Yes, 93% of consumers say social influences their purchasing decisions.

00:41Here are some stats to show the power of social. Consumer communication has changed and advertisers

00:48must change with it. Today, it's truly not an option for customers, advertisers, to have social media.

00:56There are conversations going on whether an advertiser chooses to participate in them or

01:02not. They are happening. 56% of consumers would rather message than call a business. 59% of

01:10global consumers use social media as a source of inspiration for purchases. There are three

01:16big social platforms. Facebook, which is considered the super platform. Twitter, the micro blog,

01:23and Instagram. 80% of accounts follow a business on Instagram. This one piece of information truly

01:30shows us how big of an opportunity there is in front of us. There are 60 million small business profiles

01:37and only 5% advertise. This is saying advertisers know they need to be on social, but they really don't

01:45understand how social can truly help grow their business. Facebook, Instagram ads, and influencer marketing.

01:53This is really important to understand because these are two pieces of our solution. Facebook,

01:58Instagram ads are any ads come in form of a text image video, and they can be found on the news feed

02:05or story timeline as sponsored posts. Influencer marketing. Advertisements are created by social

02:12media influencers from their personalized accounts. A rising tide lifts all ships, so it's best to combine

02:20both strategies. By combining both strategies, you can effectively influence more of the audience at

02:27different stages of the buying journey. Overview of social ads, also known as impression ads. Social ads

02:35have unprecedented targeting capabilities that increase the visibility of a message, creating a loyal

02:40following, and new customers. Facebook has really redefined their news feed algorithm many times over the

02:48last decade. Limiting visibility of organic posts. This has elevated advertising from a useful marketing

02:57tool to an absolute necessity. 2% view rate. The percentage of Facebook users that see organic posts

03:05by pages they follow is down from 12% in 2013. This is a very big stat. We offer boosted posts and

03:15impression ads. They look similar to users, so let's dive into the difference. Both boosted posts and

03:22Facebook ads, also known as impression ads, are beneficial to the advertiser. Boosted posts are

03:30syndicated to desired audience from the station's social page. Impression ads are syndicated to desired

03:37audience from the back end, not appearing on the station's social page. Impression ads also have an

03:44additional way to reach desired audience, different targeting capabilities. Our packages include boosted

03:50posts using the engagement objective with the ability to add on any number of impression ads. The packages

03:58perform very well because the posts resonate with the station's audience. An impression-only ad campaign is

04:06preferred when the content does not directly appeal to the station's audience. Our packages include our radio

04:14personalities. They use Facebook Live and Facebook Stories to reach their audiences. Here is an example.

04:23Okay, here's our offering. First, we have our impression ads. We use several placements such as Facebook, Instagram,

04:30right rail, audience network, and marketplace. And we link to the advertiser's website. This can be sold standalone or added to any

04:40package. And then you'll see our packages below. We have a Facebook bundle, including four posts where you can have them

04:47post on one station site or multiple. And then we have a one blog post on our station site. Next, we have Facebook Deluxe,

04:56Facebook post, a Facebook live, not boosted, Facebook story, and then a blog post on our station site. Next, we have

05:05station influencer package, one Facebook post boosted, a tweet, one Instagram post, one Instagram story, and then a blog

05:15post on our station site. And last, we have our endorsement package, one Facebook post boosted, one Facebook live, one tweet,

05:23one Instagram post, and one blog post on our station site. Our pods will help you understand which package

05:30and which solution works best for your advertiser. Now that we know our offering, let's talk about why

05:36it's important to partner with us. We focus on content strategy development. An optimal post is crafted

05:43utilizing a combination of a thorough research by a skilled social expert and sophisticated tools that assess

05:50what topics are achieving the most engagement across social platforms. Number two, we know how to

05:56effectively target. We know the ins and outs of Facebook's ad platform and can determine the best

06:03targeting blend to reach relevant users. We make sure the location, age, gender, interest, demographic,

06:10and behavior targeting is in place to target the desired audience. Last, we follow all Facebook ad

06:18policies and restrictions. Facebook is always changing algorithms and policies, and our team is

06:24always up to date to make sure pages stay in line with all of the restrictions. Why is our social so

06:32unique? Well, we have big brands, influencers, and a loyal following. Customers, advertisers can leverage

06:40the power of our station social because they'll be an integral part of our station's content. This makes

06:48their campaign credible, it quickly builds trust, improves brand awareness, enriches an overall content

06:54strategy, and effectively reaches target audience. Well, what else? Well, we have data. We have direct

07:02access to data to target ideal audience for an individualized custom campaign, and we have in-house

07:08teams. We have our in-house social client management team and our design team. Why do clients say no to

07:16social? Objections. They can feel determining the right client feels it's necessary to pay for a

07:25platform that appears free. They have a decent number of followers, and they don't want to spend

07:32additional money. They believe social media targets millennials, who is not their target market,

07:37and they don't feel like they need a partner to help expand their reach. What they are really saying

07:44is I don't understand the benefit or value. I don't understand how social works, and I don't

07:51understand the true impact to my bottom line. Well, how do we overcome? Well, first, we ask questions

07:58to identify where the needs are. We narrow in on the pain it's causing by the lack of social strategy,

08:03and then we educate clients on the value of Beasley Social. Here are some questions you can ask to peel

08:09back the onion and bring the conversation back to the value of Beasley Social. The value of Beasley

08:15Social is clients can benefit and capitalize from the power of our brands and audience. We have a team

08:21of experts building and monitoring campaign based on key performance indicators for success. We have

08:27the experience in getting the most out of Facebook. It saves so much time from having someone in-house

08:34handling this, and the message and design can have a consistent look with the rest of the campaign

08:40strategy. We will review the entire process for a campaign launch later, but here is some important

08:47information needed from your advertiser. Advertiser information, flight information, objectives,

08:55specific images, targeting, client social pages and handles, suggested social and blog copy points,

09:02and destination URLs.

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