You know what time it is?! Social Media Breakdown time! Cue, the dancing lobsters!
Check out my previous breakdown posts : Google’s Tweet for National Ice Cream Day and Microsoft’s partnership with HYPEBEAST
Today we will be looking at another post from Google but this time, Google retweeted a post from their sister account, @madebygoogle.
Social Post Rating:
“Did you hear? 👂🏿👂🏻👂🏽
You can now pre-order your #PixelBuds Pro and enjoy:
🤫 Active Noise Cancellation with Silent Seal™
✅ Fast pairing so you can switch between devices
🖼Transparency mode to stay aware of your surroundings
Pre-order yours today: https://goo.gle/3B6yBpg”
The copywriting has utilized emojis in a playful way–using ears ((of all skin tones (gotta love inclusivity lol)) and following the features of the earbuds, are emojis in place of bullet points. I’ve seen the trends of companys’ listing features with emojis and have implemented them myself. I think it is eye-catching and will draw people in. Despite the silliness of the emojis, the post’s objective is clear – to get viewers to leave Twitter and pre-order the earbuds on Google’s site. Also, the graphic used could not have been more clear if it slapped you, lol.
There are benefits to having a social account dedicated to an aspect of your company (i.e, products, careers, news). This page is ideal for any Google fans or customers who are just interested in Google’s products and don’t want to view any other content.
And when you click the link, you can see why Google is drawing people to the other side–there is UTM tracking. This allows companies to track viewers’ actions when driving them to the site.
Here is the link:
Let’s break it down –
The source is from Twitter, so Google used “twitter&utm” to identify to their digital marketing team that viewers of this website started from the Twitter post.
Medium = organic social is to differentiate to the DM team that it was an organic social output that drove the result to the website.
Campaign = GS103223 it is no surprise to say that Google is running several paid and organic campaigns, so the “GS103223” is to differentiate between the others. As we learned from the Medium, it is an organic social post.
Term= pixel-buds-pro-pre-order will help the DM team track the keyword for the product in Google Analytics. Which is interesting because you normally use utm_term for paid search ads. The UTM tracking displays that the viewer has come from an organic post on Twitter but the DM team set it up so they can also see the website visitors along with their paid search ads.
Content=today&pli=1&hl=en-US Not going to lie, I have no idea what this means but I know that Google used this utm_content to help track which link was clicked on.
Now, it’s time for Jane to take the stage as we consider different viewer’s journeys:
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Google post. She looks at the post but does not engage.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Google post. Finding the post interesting Jane “likes” the post but does not engage further.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Google post. Finding the post interesting, Jane “likes” the post and clicks the link, interested to know more. Scrolling through the content, Jane eventually closes out of the site.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the Google post. Finding the post interesting, Jane “likes” the post and clicks the link, interested to know more. Scrolling through the content, Jane finds herself enjoying her time and wants to “Pre-Order Pixel Buds Pro directly from the Google page.
Now, what does each interaction mean? You can learn more about KPIs & Metrics, and their definitions in my previous posts:
- Jane looks at the post but does not engage, so her view will be considered an “impression”.
- Jane looks and “likes” the post, so her view and “like” will be captured as an impression and engagement.
- Jane looks, likes, and visits the website. Jane scrolls through the page but does no other actions. In this scenario, Jane’s actions will be captured and can be reviewed in Google Analytics. Here the DM team will see that a viewer was brought in from the organic post, and they will also see the average engagement time of all of their viewers. Though Jane is only one person, through the data that is collected, the DM can team can learn from this experience and strategize how to target users better. They can consider many things – “If viewers are being taken to our site, they are not lingering? Is it because the website is taking too long to load? Should we reconsider the user journey? Is it easy to navigate? Is the content engaging enough?” So despite Jane not purchasing the product, Google’s DM team can still use the captured data to restructure their strategy to get more Jane #4’s.
- Oh, why can’t there be more Jane #4’s in the world? Jane does exactly what Google wanted – she viewed the post, liked it (which allows other people that Jane follows to see that she engaged with; go JANE), clicked the link to the website, viewed and engaged with the content, AND pre-ordered the Pixel Buds Pro. Google’s DM team will be able to review all of Jane’s captured data and try to understand better why she pre-ordered and get others to follow suit. And because Jane is a 25-year-old woman from New Jersey who frequently engages with Twitter, we can start targeting her knowing her behavior. From this interaction, we know that Jane likes a post that has a playful ToV but are still informative enough to have a clear CTA. Jane also is curious; she wants to know more about upcoming Google products and information pertaining to posts. Jane is more likely to click a post to investigate rather than be content with a simple post with a few sentences. So Jane is patient and curious–she will be a great target to send her information with lengthy copywriting and backlinks to other pages, and maybe, just maybe, she will be a returning customer.
Thank you, Jane, for this long-winded breakdown example and buying the Pixel Buds Pro.
What are other posts you want me to break down?
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