What's what in social from the social media mavens at Scout.

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Contents
Facebook Video Gets an Upgrade
No, Google+ Isn’t Dead
Pandora Rolls Out “Sponsored Listening”
Twitter Announces New Event Targeting
How Brands Are Using Meerkat
Brave Brands:
• Apple
• McDonald’s
• Johnnie Walker
• Durex
• Pulco

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Facebook
Video Gets
an Upgrade

4. Facebook is giving YouTube a run for its money. The company’s
video business has quadrupled its traffic in the last year.
4

5. 5
Facebook is giving YouTube a run for its money. The company’s
video business has quadrupled its traffic in the last year.
Facebook videos now receive more than 4 billion views a day.

6. 6
Facebook recently announced that video creators will be able
to restrict their audience by age and gender, in addition to the
location and language options already offered.

7. 7
Facebook recently announced that video creators will be able
to restrict their audience by age and gender, in addition to the
location and language options already offered.
They are also introducing a “secret mode,” which limits video
playback to those with a direct link. Publishers can also opt to
turn off third-party embedding or house their videos only under
a videos tab separate from their News Feed.

8. What does this mean?
Facebook’s recent moves seem to suggest that the company
is looking to create a fully fledged video platform outside of
the current site. And they will undoubtedly try to squeeze
more money from the videos.
8

9. What does this mean?
Facebook’s recent moves seem to suggest that the company
is looking to create a fully fledged video platform outside of
the current site. And they will undoubtedly try to squeeze
more money from the videos.
With the amount of data Facebook has on its users,
Facebook video has a major advantage over YouTube when it
comes to ad targeting. We predict that Facebook will
continue to win marketers away from YouTube.
9

10. What does this mean?
Facebook’s recent moves seem to suggest that the company
is looking to create a fully fledged video platform outside of
the current site. And they will undoubtedly try to squeeze
more money from the videos.
With the amount of data Facebook has on its users,
Facebook video has a major advantage over YouTube when it
comes to ad targeting. We predict that Facebook will
continue to win marketers away from YouTube.
10 Click to read more

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No, Google+
Isn’t Dead

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Google is killing off Google+ as
we know it, but is it really dead?

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Google is killing off Google+ as
we know it, but is it really dead?
No.

14. “…there will be pieces of it, once spun off, that we will use in
the future. Hangouts, for example, is a much better video-
communication platform than [the iPhone's] FaceTime and
could be a successful tool with much greater reach if rolled out
as a separate product.”
- Matt Rednor, CEO at Decoded Advertising creative agency
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15. So what does this mean?
15

16. So what does this mean?
• Google+ will live on in Photos, Streams, and Hangouts.
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So what does this mean?
• Google+ will live on in Photos, Streams, and Hangouts.
• Data-minded marketers will be watching very closely over the
next few months.

18. 18 Click to read more
So what does this mean?
• Google+ will live on in Photos, Streams, and Hangouts.
• Data-minded marketers will be watching very closely over the
next few months.

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Pandora
Rolls Out
“Sponsored
Listening”

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Last fall, Pandora introduced a new ad format called
Sponsored Listening to select brands.

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Last fall, Pandora introduced a new ad format called
Sponsored Listening to select brands.

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Last fall, Pandora introduced a new ad format called
Sponsored Listening to select brands.
It’s now available for all advertisers.

23. Sponsored Listening prompts users to watch a short
video or click on a rich media ad to unlock one hour
of ad-free listening.
23

24. Sponsored Listening prompts users to watch a short
video or click on a rich media ad to unlock one hour
of ad-free listening.
According to Pandora, the beta ads boosted
purchase intent by 30% and brand awareness by 12%.
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25. "The real biggest thing we wanted to test for ourselves was, ‘Is this
something that really changes how consumers perceive advertisers? Is
this something that makes people really happy to encounter an ad?’
What the beta proved out is that, yes, it is."
– Jonathan Eccles, Pandora's Product Lead
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26. With over 80 million active listeners and 80%
of those users listening via mobile, we expect
the new Sponsored Listening ad format to be
successsful…for advertisers, users, and
Pandora.
We will also keep our eye on what effect this
new format has on the music industry as a
whole.
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27. 27 Click to read more
With over 80 million active listeners and 80%
of those users listening via mobile, we expect
the new Sponsored Listening ad format to be
successsful…for advertisers, users, and
Pandora.
We will also keep our eye on what effect this
new format has on the music industry as a
whole.

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Twitter
Announces
New Event
Targeting

29. Twitter has long been the go-to place for brands when it
comes to special events.
29

30. Recently, Twitter launched new ad products designed to make
it easier to reach users who are interested in certain events
(i.e., Super Bowl, Back to School, US Open Tennis).
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31. Recently, Twitter launched new ad products designed to make
it easier to reach users who are interested in certain events
(i.e., Super Bowl, Back to School, US Open Tennis).
Event Targeting includes 3 primary tools: the event calendar,
event insights and event activation.
31

32. The event calendar lists major global events, as well
as tentpole events such as holidays, festivals, TV, music
and politics.
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33. The event calendar lists major global events, as well
as tentpole events such as holidays, festivals, TV, music
and politics.
Event insights let advertisers learn more about the
audience for each event based on last year’s data.
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While it may not seem like it, the implications of this
are huge for brands.

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While it may not seem like it, the implications of this are
huge for brands.
Combining event-relevant tweets with video content
(Periscope) would create a very powerful new marketing
tool. Branded content would feel more authentic than in
the average ad.

36. 36 Click to read more
While it may not seem like it, the implications of this
are huge for brands.
Combining event-relevant tweets with video content
(Periscope) would create a very powerful new marketing
tool. Branded content would feel more authentic than in
the average ad.

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How Brands
Are Using
Meerkat

38. The live streaming app, Meerkat, recently partnered with
Mountain Dew and CMT Music Awards to give users a front-row
view of a performance during the awards.
38

39. This marked the “first official brand activation during
a live broadcast” on Meerkat, according to Sima
Sistine, Meerkat’s VP of Media.
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Meerkat doesn’t currently have a sales team and says they
aren’t actively talking to brands directly about monetization.

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Meerkat doesn’t currently have a sales team and says they
aren’t actively talking to brands directly about monetization.
However, the CMT-Mountain Dew partnership could provide a
strong blueprint for what monetization on the platform would
look like.

42. Other brands are getting in on the Meerkat action as well.
For instance, Dunkin Donuts sponsored a live feed during
Shark Week.
42

43. Savvy brands who wish to extend their reach to include
consumers’ interest should consider livestream apps, such
as Meerkat and Periscope, as an important tool in their
marketing arsenal.
43

44. 44 Click to read more
Savvy brands who wish to extend their reach to include
consumers’ interest should consider livestream apps, such
as Meerkat and Periscope, as an important tool in their
marketing arsenal.

45. Brave BrandsTM

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Apple

47. Apple
It’s nothing new for brands to use their Twitter handles for
Customer Support. And it’s certainly not new for brands to
create how-to videos for YouTube or a dedicated site.
47

48. Apple made an unprecedented move
recently by being the first brand to
publish customer support videos
natively on Twitter through their
@BeatsSupport handle.
48
Apple

49. Apple made an unprecedented move recently by being the
first brand to publish customer support videos natively on
Twitter through their @BeatsSupport handle.
Instead of waiting for customers to come to them, Apple is
finding customers where they are and engaging on their
preferred channel with native content.
49
Apple

50. 50
Apple
Experimenting with social customer care? Predicting
possible questions your customers could have and being
proactive? That’s brave!

51. 51 Click to read more
Apple
Experimenting with social customer care? Predicting
possible questions your customers could have and being
proactive? That’s brave!

52. 52
McDonald’s

53. McDonald’s
53
Want people to pay
attention to your billboard?
Give them free ice cream
during a heat wave!

54. McDonald’s
54
Want people to pay attention to your billboard? Give them free
ice cream during a heat wave!
McDonald’s Netherlands created a billboard with heat-sensitive
panelling that held free McFlurry cups. When the temperature
reached a certain level, the panel would open up and people
could take a cup to redeem for a free McFlurry.

55. McDonald’s
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McDonald’s took the “drinkable” billboards that have
become popular and made the idea their own.

56. McDonald’s
57
McDonald’s took the “drinkable” billboards that have
become popular and made the idea their own.
By solving a problem for customers while simultaneously
driving in-store traffic, McDonald’s was a Brave Brand.

57. McDonald’s
58
McDonald’s took the “drinkable” billboards that have
become popular and made the idea their own.
By solving a problem for customers while simultaneously
driving in-store traffic, McDonald’s was a Brave Brand.
Click to read more

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Johnnie
Walker

59. Johnnie Walker
Luxury brands are often stuck between customer acquisition
and remaining “exclusive.” And customer acquisition often
hinges on product knowledge.
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60. Johnnie Walker
Luxury brands are often stuck between customer acquisition
and remaining “exclusive.” And customer acquisition often
hinges on product knowledge.
Johnnie Walker is aiming to make its Blue Label whiskey an
elite luxury brand by educating millennial influencers at high-
end bars and tasting events.
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61. Johnnie Walker
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Previously, the brand’s mentoring events were held by the
Chief Whiskey Sommelier and only available to 5% of Blue
Label drinkers.

62. Johnnie Walker
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Previously, the brand’s mentoring events were held by the
Chief Whiskey Sommelier and only available to 5% of Blue
Label drinkers.
Their most recent activation is a “luxury mentoring”
program. These exclusive tasting classes took place via a
360 degree digital experience.

63. Johnnie Walker
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The idea behind the Ultimate Immersive Mentoring
experience is that bartenders can better explain the
whiskey’s ingredients and heritage to potential customers
if they can see it and taste it.

64. Johnnie Walker
66
The idea behind the Ultimate Immersive Mentoring
experience is that bartenders can better explain the
whiskey’s ingredients and heritage to potential customers
if they can see it and taste it.
Giving up control and putting your brand in the hands of
others is definitely Brave! And it seems to be paying off. The
mentoring experience is expanding worldwide this year.
Click to read more

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Durex

66. Durex
Millions of people express their emotions on Twitter
each day, many sharing their tales of love lost.
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67. Durex
Millions of people express their emotions on Twitter
each day, many sharing their tales of love lost.
Being the “love brand," Durex wanted to do something
about it.
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68. Durex
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Meet #LoveBot.

69. Durex
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Meet #LoveBot.
Every time a user published a tweet that included the broken
heart emoticon, the bot identified it and automatically
matched the user with another “broken heart”.

70. Durex
Durex found a new way to generate buzz about their brand
on a social channel by capitalizing on the way users talk on
the platform each day.
72

71. Durex
Durex found a new way to generate buzz about their brand
on a social channel by capitalizing on the way users talk on
the platform each day.
Using social listening to engage with users that aren’t directly
referencing your brand? That’s either spammy or Brave…you
be the judge.
73

72. Durex
Durex found a new way to generate buzz about their brand
on a social channel by capitalizing on the way users talk on
the platform each day.
Using social listening to engage with users that aren’t directly
referencing your brand? That’s either spammy or Brave…you
be the judge.
74 Click to read more

73. 75
Pulco

74. Pulco
Pulco, a French drink brand, is synonymous with summer.
Recently amid a major heat wave, the brand capitalized on
this with #LaParesseADuBon.
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75. Pulco
#LaParesseADuBon is roughly translated as “Laziness can be
good” and the campaign encouraged people to relax and
take their time.
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76. Pulco
#LaParesseADuBon is roughly translated as “Laziness can be
good” and the campaign encouraged people to relax and
take their time.
Their recent activation took place on Facebook. They posted
a Facebook status update over the span of 7 days. The update
unfolded word by word and eventually revealed the sentence
“It’s too hot to work.”
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77. Pulco
Pulco demonstrated Braveness by
manipulating the functionality of a
social platform to produce something
unique and very creative.
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78. Pulco
Pulco demonstrated Braveness by manipulating the
functionality of a social platform to produce something
unique and creative.
And if you ask us, a brand letting an incomplete sentence
stand on their Facebook page for nearly 7 days is the Bravest
move of all!
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79. Pulco
81 Click to read more
Pulco demonstrated Braveness by manipulating the
functionality of a social platform to produce something
unique and creative.
And if you ask us, a brand letting an incomplete sentence
stand on their Facebook page for nearly 7 days is the Bravest
move of all!

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