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!