Here's Dan Fallon and Ryan Webb's presentation from Social Media Week Interactive in Bristol on Monday 14th November 2016.

8. Go to www.kahoot.it on your mobile device
Enter the PIN code
Pick a player name
Win big prizes
If you like the quiz then our “Simply The Best”
workshop this afternoon will be even better

10. Maintaining a strong relationship
with your brand
Feed information to your
customers
Brand presence
Content marketing
Longer conversion period
Granular targeting methods
Creative & engaging ad formats
Instant results
Reaches new audiences
Shorter conversion period
Consider integral part of the
conversion funnel

11. Organic post overload
January 2016 - mid-July 2016, publishers’ Facebook
Pages have experienced a 52% decline in organic reach,
according to social publishing tool SocialFlow
Mainly due to Facebook’s updated algorithm to shift the
balance of what is seen – prioritising content from friends
over brand publications
Therefore paid advertising on social platforms is being
used to make up for this shortfall

13. Increase in social
media ad spend YoY
Source: http://socialmedialondon.co.uk/digital-social-mobile-statistics-2015/
Active mobile social
accounts in 2015
worldwide

14. Social network ad spend expected to reach
$35.98 billion by 2017, representing 16% of all
digital ad spending globally
Social media advertising grew by 55% in 2015 to
$10.9 billion
http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357
http://adage.com/article/digital/iab-digital-advertising-generated-60-billion-2016/303650/

16. Founded 2004 by Mark Zuckerberg
1.18 billion daily active users on average
for September 2016
1.66 billion monthly mobile users as of
September 2016
More than 1 million SMEs advertising
through Facebook & an estimated yearly
spend of $100 million by larger
companies*
*2015 - https://smallbiztrends.com

17. Single Image Video Carousel
Auction based model - fits any budget, you choose budget and audience
Formats: Single Image, Carousel & Video
Images: https://www.facebook.com/business

18. Various calls to action to suit your business:
Targeted ads to reach different audiences:
Custom audiences: find your existing customers on Facebook using
a customer contact list, website traffic or activity in your app
Lookalike audiences: find more people who are similar to your best
customers
Target by: location, demographic, interests, behaviours,
connections, Partner Categories (provided by Facebook’s third-
party data partners – can target people based on offline
behaviours)
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19. Earlier this year Facebook launched Canvas  “an
immersive and expressive experience on Facebook
for businesses to tell their stories and showcase their
products”
Ads designed for mobile  available on Android &
iOS
A combination of videos, still images and call-to-action
buttons
Users swipe through a carousel of images, tilt to view
panoramic images and zoom to view images in detail
Advertisers have complete creative control

21. Created by Kevin Systrom and Mike Krieger
Launched in October 2010
Bought by Facebook in September 2012
500m+ monthly actives, 300m+ daily actives, 4.2b likes
daily, 95m+ daily posts
All about visual sharing
To compete with Twitter’s Vine, Instagram released a 15
second video component to their platform on June 20,
2013. Within the first 24 hours, 5 million videos were
uploaded.

22. Very similar to Facebook
In order to run ads on
Instagram, you need a
Facebook Page
Photo, video & carousel formats
Ads purchased and managed
through Facebook’s self-serve
interfaces (Ads Manager &
Power Editor)

23. Instagram has recently introduced a new shopping feature
Helps users identify and purchase products in photos from
brands in their feeds
Does not allow you to make an actual purchase within the app
Selected partners can include a “Tap to view products” icon
1 tap  the icon brings up tags next to each item showing product
information and price,
2 taps  loads a product page inside Instagram with more
information
To complete a purchase, Instagram will send users to the purchase
page on the retailer’s mobile website or app Source: http://www.recode.net/2016/11/1/13478838/instagram-
shopping-commerce-brands-discovering

24. List of partners includes brands such as Abercrombie, Kate Spade
and Macy’s
Retailers are not currently paying Instagram to take part in the
shopping test
Shopping features will not be included in Instagram Ads…for now
Both Twitter and Facebook have previously introduced a “Buy”
feature within their apps, only to later remove it
Test only including a small group of iOS users in the US to begin
with
Source: http://www.recode.net/2016/11/1/13478838/instagram-
shopping-commerce-brands-discovering

26. Founded 2006
Founders: Jack Dorsey, Evan Williams, Biz Stone
& Noah Glass
A global platform for public self-expression and
conversation, in 140 characters, in real time
313m monthly active users
82% active users on mobile
40+ languages supported

27. Promoted Tweets – ordinary tweets purchased by advertisers to reach a wider group of users or to
encourage engagement from their current followers
Promoted Accounts – suggested accounts people don’t currently follow and may find interesting
Promoted Trends – users see time-, context-, and event-sensitive trends promoted by advertisers
Pay-per-link-click model
Promoted Tweet
PromotedAccount
Promoted Trend

29. ‘The world’s catalogue of ideas’
Privately held company - owned by Benjamin Silberman, Paul Sciarra
and Evan Sharp
Managed by Cold Brew Labs, Inc. - a company that Silbermann and
Sciarra founded in March 2010
Validated at $11 billion
Available in 30+ languages

30. 300 million Fashion Boards
180 million Food/Drink
Boards
130 million Home Décor
Boards
30 million Education Boards

31. Promoted Pins - just like normal Pins, only you pay to
have them seen by more people
Auction based – enter your maximum CPC bid
They’re native ad units that help people discover and
save ideas
You must have a US, CA, or UK - based business
account to use Promoted Pins
Promoted Pins drive traffic back to your website
where Pinners can take action
2 Goal Options:
Boost engagement with your pins: Track audience’s signals of intent – charged for each engagement on your
pin (closeup, repin, click)
Get traffic to your website: Send a motivated audience to your content – charged for clicks to your website

33. Business & employment-oriented social
network
Founded by Reid Hoffman, Allen Blue,
Konstantin Guericke, Eric Ly and Jean-
Luc Vaillant
Officially launched on May 5, 2003
Available in 24 languages

34. B2B
Minimum CPC of $2
There are 2 main ad
placements:
Sponsored Content (on desktop,
mobile & tablet) - Native in
stream ad that looks like a
Linkedin post
Text ads (only on desktop) –
Right hand side & along the top

35. Pricing = pay-per-click (CPC) or pay-per-1,000 impressions (CPM)
Minimum costs are:
$10 daily budget per campaign.
$10 total budget per campaign (an optional feature for Sponsored Content).
$2 minimum bid (for CPC or CPM).
Targeting by:

37. Google Company
Launched May 2005
More than 1 billion users
Available in 70+ countries and 60+ languages
More than half of YouTube views come from mobile devices
On mobile, the average viewing session is now more than 40
minutes

38. Pre-roll video ads – appear before other videos
Other video ads – appear beside playing videos and in search results
Cost: you control your daily budget and you only pay when someone engages with you ad
– don’t pay if they skip before 30 seconds (or the end)
Targeting by demographic, interests, topics, keywords, placements and remarketing lists
Link your YouTube account to your AdWords account to create custom audiences
Track your ads with YouTube’s built-in Analytics
Interactive ads – allows viewers to further engage with your brand
E.g. Call-to-action overlays generating clicks to website & shopping cards with product
details from linked Merchant Centre

41. Founded 2011by Co-Founders Evan Spiegel & Robert
Murphy
Formerly known as Snapchat Inc. but became Snap Inc. in
Sept 2016. Based in Venice, California
Current valuation is approximately $18 billion
Text and photo based messaging application
Daily views increased by 400% between May 2015 – May
2016
By May 2017, Snapchat will surpass 18 billion daily video
views
Snapchat’s video views are now greater than Facebook’s
http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-
need-to-know/#gs.fIlAILM

42. 60% of all smartphone users are now on Snapchat of which millennials account for 70%
More users than Twitter
500 million Snapchat stories a day
Users spend on average 25-30 minutes a day on Snapchat

43. Snapchat launched its advertising service, 3V, in 2015
Snapchat ads are viewed anywhere between 500,000
to a million times a day
Recently expanded their advertising options and now
allow marketers to make purchases through the app
Targeting: CEO Evan Spiegel has previously expressed
how the app is against “creepy” targeted advertising
Targeting options by gender, age, device, location &
context (e.g. specific publisher or audience “bundles”
grouped by theme)
http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-
need-to-know/#gs.fIlAILM

44. http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-
need-to-know/#gs.fIlAILM
• SNAP ADS:
• 10 second, vertical, full screen video ad that appears in
the context of other snaps.
• Swipe up option to see more
• Swipe-up rate for Snapchat is 5x higher than the average
CTR on comparable platforms
• SPONSORED GEOFILTERS:
• Special filters users can apply to their snaps
• When users are in the location(s) of your choice, your
Geofilter explains where, when and why they took the
snap
• SPONSORED LENSES:
• Brand activation  offers a “play time” where the users
spend time playing with the interactive ad you’ve created
• Some include prompts like “raise your eyebrows” to
trigger an animation

45. • DISCOVER
• A section of Snapchat that hosts new content from publishers
• Not on native landing page, must be accessed through Discover or
Stories pages
• Advertisers can take over all ad space or own a 10 second segment
of a publisher’s Discovery Story
• Best suited to advertisers looking to fuel national awareness
• Pricing determined by view count  cost per view = $0.02
• LIVE STORY
• A series of user-submitted content documenting major events and
themes
• Advertisers can opt to take over all ad space or sponsor 10-second
segments of a Live Story
• Signified by an “ad” watermark on the video and are active for 24
hours

47. Barry Madge, Manor House Hotel
Using Facebook’s powerful audience targeting
and ad formats, SearchStar created campaigns
for family and golf breaks. The targeting included
breaking out campaigns by parent age-bands,
ages of children, competitor and golfing interests.
Carousel ads were created with engaging and
appealing imagery, while tailored landing pages
were set up to ensure each audience segment
had the most relevant information to them.

48. SearchStar suggested a running social ads on
Facebook and Twitter to increase website visits
and bookings during their peak booking period.
Facebook running prospecting and remarketing
campaigns with both image and video ads. We
also ran a campaign to drive Page Likes.
Twitter running prospecting and remarketing with
both video and image ads. We also ran a re-
engagement campaign targeting users that had
interacted with the prospecting video, encouraging
them to visit the site and book a villa. Lisa Leggate, To Tuscany
Between 1 January – 29 February 2016

49. Initial campaigns were set up on Facebook
encouraging recent site visitors to book,
However, we quickly found the conversion rate to
be lower than other marketing channels.
In order to increase conversion we suggested
running a four-week promotion remarketing
offering a discount on any parking booked through
Facebook. With the introduction of a promo
code, 5% less budget was spent while delivering
a 1741% increase in bookings. Facebook is now
a much more significant contributor to total
monthly sales and revenue for the car park.
Alec Hodgson, Edinburgh Airport

51. Go to www.kahoot.it on your mobile device
Enter the PIN code
Pick a player name
Win big prizes

61. Reliable Analytics Account set up
Social traffic sources correctly ‘tagged’
Use the Analytics reports
Understand how social appears in your journeys