John Bohan walks his mother through a day at his social-media-marketing agency, explaining paid campaigns, influencer marketing, and how fake followers inflate engagement. She learns a Texas policy campaign got over 5,000 shares, and concludes social media is really about inspirational storytelling, not just ads.
What do I do, Mom?
Well, I know you are in social media marketing. I don't really have a deep understanding of that, but I guess after today I will.
So Mom, we have a really busy day today. We're gonna jump into a bunch of meetings, so are you excited?
Yeah, I am excited. I'm looking forward to it.
The first meeting of the day is gonna be at 9 o'clock. We're gonna be working on one of our products for Prestige. We're in the process of creating some content for their paid social media, specifically Facebook and Instagram. So for booty, it would be the layered asset. What does Getty do?
Is it.mov? I would say we should design that first.
But you don't want to design something vertically that feels better. Yeah, we basically want to build out the Summer's Eve media campaign. We want to give them our recommendation. They look really great and they represent lots of different elements, and the product is always going to be in the first frame. So that's how we begin. It's a story, it's cool, it's captivating, it's not so much product-forward. You should probably put together a timeline. Mom?
What is retargeting? You know, it's gonna be something.
Welcome to meeting number 3, Mom. Welcome to meeting number 4. You looked at redemption in the beginning. Let's do industry, let's do best practices in media.
Hi, Jessica. You've been working so hard. Take a break. And here's an apple for you. Thank you. I want to get off. Please help.
Okay, Mom, so during the meetings today, there was a bunch of terms that were used, and they kind of came really fast. I want to run a few by you to see if you know what they actually mean.
Certified public monster. Hashtag. It's that little square horizontal line.
Right, and what's it used for?
It's #MeTooMovement.
#MeTooMovement. Hashtag is #MeTooMovement. Okay.
Associated Press International.
Oh, there you go.
Tagging? When you touch someone? Boyfriend to boyfriend? Divorced mother? I have no idea.
How about HTML, ISP, RSS?
No.
Sass?
That's enough.
Sem, SEO, TOS?
Help! Enough, enough, enough. I'm trying to eat my— finish my lunch. Ah, pickle.
Alright, Mom. We've had a lot of meetings, I think maybe 6 meetings so far. We had brainstorm on motion graphics, we had the community management, we had Facebook best practices, how to adapt. What do you think so far?
I can't take any more meetings, John.
This is a regular day. We gotta keep on going.
What's next?
We're gonna do influencer marketing as part of one of our services. Jess and Emerson are gonna take us through a few examples.
His audience likes baseball 5.4 times.
Let's go to the fraud thing. Oh, look at that. What they'll do, Mom, is they'll create fake followers and fake engagement so they get paid more. People are actually lying and cheating to make money.
One more and we're done.
We're selling policies here. We ran into a challenge last week. In Texas, We didn't convert a single policy. So what did you do? We kind of doubled down on retargeting. We had a really successful campaign. Yeah, that was our best performing post to date. Amazing. How many shares did we get? Just over 5,000. That's wild. It's pretty good.
It's a very competitive world.
What is your perspective of social media in terms of how it's changing the world?
It's not about advertising, it's about inspirational messages. I love the stories that you create.
Did you enjoy spending the day with me?
I really enjoyed the day, yes.
Hey, Mom, I love you. Thanks so much for being part of Take Your Mom to Work Day.
Well, John, I had a fantastic time, but please let's not do it again.
