Social Media Training - UNECE · Social Media Training May 21st, 2019. 2 Introduction 01 Content...
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Social Media Training May 21 st , 2019
Transcript of Social Media Training - UNECE · Social Media Training May 21st, 2019. 2 Introduction 01 Content...
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
