Social Media Training

May 21st, 2019

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Introduction

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Content and distribution

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Q&A

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InspireEducateFacilitate

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A brief introduction

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ADVERTISING AGENCIES DIVERSIFIED MARKETING MEDIA SERVICES

100+ countries

74,000+ employees

Omnicom Media Group Global Investment

Data, Tech & Analytics

PART OF OMNICOM GROUPLeveraging Omnicom Media Group’s global scale and expertise

Omnicom Media Group Nordics

Norway

€752mNORDIC BILLINGS

4COUNTRIES

744SPECIALISTS

6OFFICES

NorwayLocation: Oslo

109 specialists€205m billings

FinlandLocation: Helsinki

212 specialists€145m billings

SwedenLocation: Stockholm, Gothenburg

216 specialists€230m billings

DenmarkLocations: Copenhagen, Aarhus

207 specialists€172m billings

About us

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Hadrian Hiorth – Social Media Specialist Eirik Sjo Engen – Manager Engage

• 2 years of experience in social media marketing

• Bachelor in PR and Marketing Communication

• Clients: Pepsico, Orkla, Coop, DnB, Son, Norwegian Institute of Human Rights++

• 8 years experience in social media marketing

• Master in Law

• Clients: Orkla, Klarna, Telenor, Disney, Virke ++

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Raise your hand if...

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You use social media, privately or

professionally

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Social media is a part ofyour communication

strategy

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You have a clearlydefined social media

strategy

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Awareness, attitudechange or behaviour

change is your primarygoal

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Conversion is yourprimary goal

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You're responsible for your business' or

organizations' socialmedia activity

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You produce your owncontent for social

media

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Someone else in yourbusiness or a thirdparty produce your

content

Social Media Landscape

A brief overview

Adressable Reach in Europe on Facebook

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282 million DAU

Adressable Reach in Europe on Facebook

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Adressable Reach in Europe on Facebook

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Adressable Reach in Europe on Snapchat

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76 MillionAdressableUsers

Distribution of Twitter Users Worldwide

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70 MillionMonthly Users

Social Media Penetration in Europe

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Let’s Talk Strategy

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«If you don't know whereyou are going, you'll end up

someplace else.»

Time for discussion!Discuss the following subjects and write your answers:

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What is your main marketing goal with social media?

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What is your target audience?

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What do you do to influence them?

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What is your greatest challenge on social media today?

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Anybody want to share their thoughts?

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Activate Your Insights To Boost Your Reach

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«Message x Distribution = Effect»

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“The winning ad maximizes value for both people and businesses.”

https://www.facebook.com/business/help/430291176997542

Reaching Out

Platforms are User First

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Loads of viral competitors

Stricter regulations for businesses

Mind the business models

Learn about the algorithms

What To Look For?

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How many unique people did the ad reach?

Reach / Impressions

How many views or engagements did the ad aggregate?

Views / Engagement

How many clicks to website did the ad generate?

Clicks

Facebook Insights

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LinkedIn Analytics

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Twitter Analytics

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Task:Using your insights, find something that resonates with your target audience and something that could be improved.

Maximize Your Investment with Reach and Frequency

Fighting decliningreach

Increased content production

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300 out of an average 1 500 posts are shown onFacebook Feed.

Updated algorithms

From chronologic to relevance.

Reach caps

Limiting advertiser’s organic reach.

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Reach OR frequency?

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What Could You Do With 500 EURO?

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Platform Budget Avg. CPM Impressions

Facebook 500 EURO 6 EURO 83 333

Snapchat 500 EURO 2 EURO 250 000

Optimizing your content

How, what and why

Video is king

View time isn’t great – but you might get lucky

Attention span is low

What we know

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Video guidelines

Aspect ratio

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Video guidelines

Aspect ratio

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Example

«Toro»

This is what ended up to be used in social media.

Video guidelines

Get your point across early

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Example

«BigOne»

Video guidelines

Length of the video

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Video guidelines

Sound on/off

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Example

Approximately 90% of all viewers watch the video without any sound.

Make sure the content you are posting works onfor both.

Video guidelines

Clear branding

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Example

«Grandiosa»

Two logo’s, the packaging of the pizza and thepizza it self shown early in the video.

Video guidelines

Call to action

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Example

«Klarna»

The hand in the bottom left corner is pointingtowards a clear «Call to Action» button to make sure the viewer sees it.

Video guidelines

AB-testing

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Remember that something that works for someone else might not work for you.

Video guidelines

Possibilities with a single image

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What are some ways youcan optimize your content?

Using stories to engage

Allows you to be creative in a cost effective way

Makes it easy to engage with your audience

Is a great tool for interactive communication

And has many possibilities

The story format...

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Get creative with stories

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Get creative with stories

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Get creative with stories

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Have an impromptu QnA with your followers and let them learn more about you

Using stories to tell a story

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Natural Geographic

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Spend five minutes to create your ownInstagram Story

Snapchat Crash Course

Snapchat Ad Eco System

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Snapchat Ad Formats

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Snap Ads Snap Commercial

9:16 spec ratio. 10 seconds max. Sound on. Option to swipe up for video, website or lens 3-6 second non-skippable Snap Ad. Premium placement, such as Snap Shows or Snap Games.

Snapchat Ad Formats

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Snapchat Ad Formats

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Story Ads

Snapchat’s article format. 3-20 Snap Ads.

Snapchat Ad Formats

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Snapchat Ad Formats

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Lens Filter

Using main and/or selfie camera. Distort your face or add AR. Used to create content. Audience lens, Swipe Up Attachment or 24 hour take over.

Filters are added after taking a photo or creating a video. Geo segmentation, 24 hourtake over or audience filter.

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Snapchat Ad Formats

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Snapchat Ad Formats

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Snapcode

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Snapcode

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#AdidasParley

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#AdidasParley

Thank you!

December 21th, 2018