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Paolo Sintobin Associate Director

Social.Lab NYC

Thomas Crampton Global Consulting Principal, Marketing Transformation

OgilvyRED

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STATE OF SOCIAL #6THE LATEST RESEARCH, UPDATES, INSPIRATION, AND INTELLIGENCE IN SOCIAL MEDIA

Paolo Sintobin Associate Director, Social.Lab NYC

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RESEARCH

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INSPIRATION INTELLIGENCE

UPDATES- SNAPCHAT PLACEMENT TESTING- TWITTER TAKEOVERS

- CONTENT BEST PRACTICES- KFC & TEENS- REBRANDING BELGIUM

- LINKEDIN- FACEBOOK- SNAPCHAT- INSTAGRAM

- SOCIAL DMP- UNMETRIC

RESEARCH

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SNAPCHAT AD TESTING 📊STORIES VS DISCOVERY

• Social.Lab tested ad effectiveness across both Snapchat ad placements, Stories & Discovery

• We learned that there is a trade-off between the two placements:• Mass reach in the Stories placement • Engagement in the Discovery channel

WHAT IS IT?

WHY IT MATTERS• The Discovery placement is more expensive than the In-

Between Stories placement

• The Stories placement can reach a larger audience

• The Discovery placement creates access to a qualitative and engaging audience

• Data provides strategic guidance on how best to leverage these placements together (e.g. retargeting)

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Stories Discovery

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Stories Discovery

-21%

Avg. View Time Snap Ad

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Stories Discovery

-593%

Avg. View Time Long Form Video

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€2.00

€4.00

€6.00

€8.00

€10.00

Stories Discovery€0.00

€0.03

€0.05

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Stories Discovery

-159% -113%

Cost per view at 75%CPM

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1%

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Stories Discovery

-166%

Swipe-up %

TWITTER TAKEOVERS 👀“TOP OF THE TWITTER FEED WINS THE DAY”

• Study that analyzed the effectiveness of digital takeover• The study focused on the impact of Twitter’s First View vs

Standard View placements• And also, Twitter’s First View vs a traditional site takeover

WHAT IS IT?

WHY IT MATTERS• In-feed videos are viewed longer when located at the top of the feed

(50% more) and twice as memorable• First view is most effective for building awareness

• Tip! Creative leveraging this placement should be longer than Standard View ads

• Standard view generates stronger ad favorability (trustworthiness)

• Twitter First view had higher time on screen that a traditional site takeover, with an even greater impact when looking at mobile only

• We continue to see increased movement towards mass reach tactics• Twitter First View• Facebook Reach & Frequency • Snapchat Max Reach

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Source

UPDATES

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CONTENT INSIGHTS 🕵UNCOVERING AUDIENCE & CONTENT INSIGHTS ON LINKEDIN

• A customizable reporting API solution that empowers marketers to make data-driven content, creative, and targeting decisions on LinkedIn’s professional network

• The insights data contains only anonymized, trend- and audience-level insights on categories of LinkedIn users in relation to their professional titles, executive level and skill sets

• Ogilvy’s partnership allows for access to the entire dataset for any audience or brand

WHAT IS IT?

WHY IT MATTERS• Get additional insight into how people with specific job

titles and skills interact on LinkedIn for use in media planning and optimization,

• Determine what content resonates with target audiences• Gauge competitive intelligence

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COVER VIDEOS 🎥FACEBOOK IS TESTING VIDEO BRANDING ON PAGES

• Facebook is testing the video format in the traditional ‘Cover Photos’ space

• Mercedes-Benz & Narcos have added highly visual

videos that work well with looping

WHAT IS IT?

WHY IT MATTERS• Brands now have an additional opportunity to

include bold visuals that help communicate their brand’s personality through video

• Check with your Facebook reps for whitelisting capabilities

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PIXEL MEASUREMENT 📈NEW ANALYTICS DASHBOARD

• A redesigned analytics portal that measures audience behavior across both devices and channels, including your app and website, to optimize conversion and retention

• Automated insights surface valuable data and trends

WHAT IS IT?

WHY IT MATTERS• Enables a robust view of audience demographics

against customers and advertising target audiences

• Measures across channels, centralizing data against Pages, Messenger bots, web, and offline

• People centric approach enhances the ability to understand and how the same people are interacting with your business across devices and channels

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SELF SERVE ADS + RETARGETING 🔗SNAPCHAT ENHANCES THEIR MEDIA OFFERINGS

• Snapchat is following other platforms, adding self-serve ad buying (for video Snap ads) and engagement retargeting tactics

• The ad buying tools roll out this month across the US, UK, Canada, France, Germany, Australia, and more.

WHAT IS IT?

WHY IT MATTERS• Streamlines the ability for marketers and media

agencies to easily and quickly purchase advertising against a specific audience

• Retargeting improves how brand’s tackle their social strategies on the platform with the ability to follow up with engaged users moving them do a deeper action, like conversion

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Self Serve Ad Buying Retargeting

INSTAGRAM IS ON 🔥DIRECT RESPONSE ADVERTISING

• Instagram continues to evolve its ad offerings with the release of new objectives for Story ads, which rolled out in March 2017 • Advertisers can now purchase these ads against Direct

Response objectives, including Traffic, Conversions, and Mobile App Installs

• Users swipe up on the ad to open the link

WHAT IS IT?

WHY IT MATTERS• Like Facebook, Instagram is moving more and more to

DR objectives to further establish the channel as a mechanism for driving traffic and conversions

• Marketers can now test against multiple ad placements across Facebook, Messenger, Audience Network, and Instagram to understand where there audience is most likely to convert

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INSPIRATION

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SELLING CONTENT 💸TIPS ON CONTENT BEST PRACTICES

• Follow brands whose business is to sell content• Look at Pages that feature content

around News, Food Recipes, and talk show programming

WHAT IS IT?

WHY IT MATTERS• Theses brands directly rely on content

consumption to fuel business growth

• Their unique business model requires them to constantly be ahead of the curve delivering on best practices and innovations that help them stand out and compete

• Square (1x1) aspect ratios and text overlays have become common practice

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KFC & TEENS )🍗+DESIGNING ENGAGING EXPERIENCES

• Using Snapchat, KFC (UK & AUS) connects with their fans by providing playful opportunities to experience the brand• Special unlock-able Snapchat filters (Colonel)• Snapchat games (Freeze drink)

• KFC is pushing how the brand builds engaging experiences for their consumers through the intersection of out-of-home, digital, and social channels

WHAT IS IT?

WHY IT MATTERS• KFC has demonstrated that they understand their

audience and their behaviors• This audience spends a large amount of media time on

mobile devices when outdoors

• Tactics like the Filter help build buzz and social sharing

• Earlier execution led to an increase of in-store traffic by 23%

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REBRANDING BELGIUM ,FLIPPING THE SCRIPT | SOCIAL TO ATL

• Challenge: Improve the brand image of a country without a strong brand identity

• Approach: Implement a Paid, Owned, and Earned campaign with Social at the heart, highlighting the many reasons why Belgium is awesome (in a typical Belgian way)

WHAT IS IT?

WHY IT MATTERS• The campaign reverses the way marketers tend to

approach large scale initiatives, launching with Social before traditional above-the-line channels

• Audiences were segmented by interest categories and targeted with relevant content that encouraged them to discover the many reasons to visit Belgium

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INTELLIGENCE

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SOCIAL DMP 🎯HOLISTIC AUDIENCE MANAGEMENT

• Data solution platforms, like Sprinklr and Salesforce, are building advanced audience management solutions for social, similar to DMP’s used in digital marketing

• These products build a holistic view of customers by centralizing first and third party data across web, social, email, ecommerce, and CRM.

WHAT IS IT?

WHY IT MATTERS• Marketers can begin to streamline the process to

aggregate, match, and activate complex audience segments

• With clear audience segments, you can generate, target, and publish relevant ads with target marketing at the most appropriate time, across multiple channels

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UNMETRIC 🔮ROBUST COMPETITIVE INTELLIGENCE

• The platform combines advanced algorithms with a team of human analysts to improve the ideation process, and enhance brands’ ability to compare and analyze their performance against the competition

• Useful for Strategy, Media, and Content teams

WHAT IS IT?

WHY IT MATTERS• Enables quick competitive intelligence across all

major social channels, including Pinterest and LinkedIn

• Provides benchmarks for engagement garnered by content

• Uses patented algorithm to predict instances of

social paid promotion, impressions, and reach of that content

• Tip! Try out their free Discover tool

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THANK YOUTHANK YOU!23

Paolo Sintobin Associate Director

Social.Lab NYC

Thomas Crampton Global Consulting Principal, Marketing Transformation

OgilvyRED

Questions?