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State of Social V

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W E B I N A R S E R I E S

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Hello!
Paolo Sintobin
Associate Director
Social.Lab NYC
Thomas Crampton
Global Managing Director
Social@Ogilvy

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Tell us where you’re dialing in from!
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State of Social V

  1. 1. The webinar will start shortly… Thanks for joining us today! W E B I N A R S E R I E S
  2. 2. Hello! Paolo Sintobin Associate Director Social.Lab NYC Thomas Crampton Global Managing Director Social@Ogilvy
  3. 3. Tell us where you’re dialing in from! What’s the weather like in your city?
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. State of Social Session #5 March 30, 2017
  6. 6. ✦ Platform Updates ✦ Advertising Updates 6 Agenda Research Updates Inspiration Intelligence ✦ Persuasive Power of Video ✦ Tracking Path to Purchase ✦ AirBnB - Oscars Campaign ✦ Bacardi - DJ Turntable ✦ Coca Cola - Uber truck ✦ Crowd Capture - Audience Intelligence ✦ Infomous - Free Social Listening
  7. 7. Research
  8. 8. 8 Moving Pictures: The Persuasive Power of Video ✦ A biometric analysis of how people in the UAE and the UK consume content in their personal mobile feeds Findings: 1. Smartphones are driving the video movement 2. Attention Spns seem to be getting shorter 3. Binge watching has become 2nd nature for Millennials 4. Context still counts 5. Novelty and movement are practically irresistible ✦ Create video for mobile ✦ Leverage the right format and specs that correspond to the environment (Feed, Stories, TV, etc…) ✦ Make it short and sweet ✦ Front load brand and key messaging to capture attention ✦ Build to Surprise and delight ✦ People gaze 5x longer at video than at static content and 40% longer at 360 video than standard video Why it Matters? What is it? Discover how five factors driving the rise of mobile video viewing can help make your brand visually irresistible. Source
  9. 9. 9 Travel: Tracking the Path to Purchase ✦ Facebook analyzed the average Path to Purchase for Travel ✦ 116 minutes spent over 43 days ✦ During trip-planning period, travelers spent 5X more time on Facebook than on travel-related apps, sites, and searches ✦ 73% of users research trips on Mobile ✦ 40% of users are inspired by travel stories ✦ 59% said that online videos can inspire them to visit a new place ✦ Facebook is a key channel for travel discovery ✦ Instagram has over 158MM posts with #travel ✦ Travel brands can leverage robust targeting, dynamic ad options, and a rich collection of travel and purchase intent data to efficiently convert prospects Why it Matters? What is it? Source
  10. 10. Updates
  11. 11. 11 Facebook: Collections ✦ A new mobile-only Newsfeed ad unit that incorporates video, product images, and even Canvas-style elements, within a single post ✦ Advertisers can either select up to four products to be featured or let Facebook auto-optimize from their existing product feed ✦ Upon clicking, advertisers can include up to 50 products in the catalog display ✦ New format for retailers to easily showcase products ✦ Tap into popularity of video content driving response ✦ According to Facebook, 75% of consumers say that watching a video on social media influences their purchasing decision Why it Matters? What is it? Source Catalog display Brand’s website or appNewsfeed video ad
  12. 12. 12 Facebook: Stories, Direct, and Day Why it Matters? What is it? Source #1 Messenger DayFacebook Stories Facebook Direct ✦ “Stories are the new News Feed” -TechCrunch ✦ No longer a format, but instead a distribution channel ✦ Potential for advertising capabilities similar to Snapchat and Instagram stories ✦ Facebook Stories appears on the Facebook app, and is a running diary that expires after 24 hours, like Snapchat and Instagram ✦ Facebook Direct is similar to Snapchat’s direct messages in that you can share photos and videos with one or multiple friends. You can also reply to a story ✦ Messenger Day is the same Stories feature for Messenger. You can also add photos or videos from private conversations to your “Day” Example: Facebook Mask Source #2
  13. 13. 13 Instagram: Carousel & Shoppable Posts ✦ Instagram is extending its carousel format to organic posts and expanding it to include 10 photos or videos for both ✦ Instagram will allow you to manually arrange units or auto-optimize order based on content performance ——————————————————————————————————————————————————— ✦ Instagram Shoppable is available organically and there is a new self- service managing tool for brands with uploaded product catalogs ✦ Posts include the option to click a product for a more detailed item description and pricing with links directly to retailer’s e-commerce platform ✦ Allows brands to share longer form content via storytelling mechanisms ——————————————————————————————————————————————————— ✦ An in-app shopping experience making it easy for users to learn about and consider products ✦ Soon brands will be able to tag products for sale within Instagram’s app, like how people tag their friends in photos Why it Matters? What is it? Source #2Source #1 Instagram adds an icon to the posts’ thumbnail to identify them as a carousel Carousel Shoppable Posts
  14. 14. 14 Linkedin: Matched Audiences ✦ New website and email targeting program available to all advertisers buying via Insertion Order ✦ Already offered on Facebook, Google, Twitter, and Pinterest ✦ Builds off up previously announced conversion tracking via the Linkedin Insights Tag ✦ Target ads based on site activity and email databases ✦ Partner with Marketo, Eloqua, and LiveRamp ✦ Can be used with Sponsored Updates and inMail ✦ Can be combined with standard targeting options like location, job title, seniority, etc.. ✦ While LinkedIn is catching up to other social platforms’ advertising offerings, they still have a unique advantage with differentiated contextual advertising against the business mindset Why it Matters? What is it? Source
  15. 15. 15 Pinterest: Search Ads ✦ Their first paid search product now available to more advertisers, like Target, Garnier, and eBay ✦ Search Ads will include: ✦ Keyword campaigns ✦ Shopping campaigns via product feed ✦ Advertisers can pay for: Impressions, Clicks, or Engagement Why it Matters? What is it? Source ✦ 55% of users are using the platform to plan, discover, and shop ✦ Its 150MM users are conducting 2B searches every month ✦ 97% of the platform’s top searches last year were non-branded ✦ Position your brand in the consumer’s mind when they’re searching for a product and not a specific brand ✦ Promoted pins drive 5x more incremental in-store sales than ads on other platforms
  16. 16. 16 Pinterest: Lens ✦ Virtual discovery tool that places real-world objects from a user’s camera in a digital context ✦ Lens will automatically pick apart the objects in an image ✦ Gives users the ability to search for related elements ✦ Launched in beta on iOS (Feb. 2017) Why it Matters? What is it? Source ✦ Pinterest continues to advance visual search and capitalize on “micromoments” ✦ Able to capture the brief moment that a customer might want to make an impulse purchase ✦ Opportunity to promote your product relating to what the user is searching for through the Lens tool
  17. 17. 17 Snapchat: Updates ✦ Snapchat uses their own platform to share platform insights and updates ✦ Product Updates: Groups, Lenses, Search ✦ Shazam integration: Hold screen to identify song ✦ Ad Updates: Max Reach, Goal based bidding, Oracle partnership ✦ Case: Bud Light Snap game ✦ Stats: 158MM users spend nearly 30 min per day Why it Matters? What is it? Source ✦ Fun way to access the latest and most important updates from Snapchat ✦ Allows users to interact with top performing content and glean relevant insights for activation on the platform
  18. 18. Inspiration
  19. 19. 19 AirBnB: Oscars #LiveInTheMovie Campaign ✦ Smart way to engage users with simple, relevant content during live events ✦ Leveraged mobile friendly 1:1 video format ✦ Quick participation with an incentive/reward Why it Matters? What is it? Source ✦ A Twitter based social campaign to complement their TV spot that ran during the 2017 Academy Awards ✦ Encouraged viewers to share the movie they’d most like to “live in” ✦ Community Managers responded with a real and relevant AirBnB
  20. 20. 20 Bacardi: InstantDJ ✦ Interactive hack that could be replicated across all available Stories platforms ✦ Reinforces the brand’s commitment to music ✦ Nielsen found that Instagram users spend 30% more time listening to music weekly, and they spend two times more on music tickets and merchandise when compared to the rest of the population Why it Matters? What is it? Source ✦ Clever use of Instagram Stories ✦ An interactive experience that lets the user become a DJ via their phone using the skip back and forth function to allow the user to skip between short clips of DJ scratches and loops on a pair of turntables ✦ They can control the turntables with their thumbs to create their own scratch DJ set
  21. 21. Intelligence
  22. 22. 22 Crowd Capture ✦ A proprietary technology built by Social.Lab to capture, manage and analyze audiences ✦ A tracker is appended to the url used in the content ✦ Allows brands to isolate traffic from their content when creating audiences for re-engagement ✦ Can be implemented across in any digital content with a live url Why it Matters? What is it? ✦ Allows you to better track actions and offer more opportunities for audience nurturing ✦ Can be used to capture information like Audience, Format, Theme, Product, CTA, etc… Contact Social.Lab for more info
  23. 23. 23 Infomous: Free Social Listening ✦ A FREE real-time interactive word clouds that gives a visual snapshot of what’s trending, and lets you explore what is relevant in a simple, intuitive way ✦ See what's happening in today's news, follow the latest social trends, find the information you were searching for ✦ It summarizes the content of one or more feeds and displays the relative relationships of the words to each other Why it Matters? What is it? ✦ A quick way to visualize real-time conversations, searches, and news ✦ Interactive display lends it self well to discovery and exploration ✦ Customizable feeds and queries Source
  24. 24. ThankYou! For more information, contact Paolo Sintobin paolo.sintobin@ogilvy.com
  25. 25. Questions? Paolo Sintobin Associate Director Social.Lab NYC Thomas Crampton Global Managing Director Social@Ogilvy
  26. 26. 26 Coca Cola: Uber Truck ✦ Great example of UGC driven personalization ✦ Reached 2.9MM people across Facebook & Instagram ✦ +13pt Ad Recall ✦ +18pt Favorability Why it Matters? What is it? Source ✦ Coca-Cola partnered with Uber to reach and engage Teens & Young Adults ✦ Reintroduced iconic Christmas Truck with an interactive LED screen that featured user generated “Christmas wishes” ✦ Teased on TV, Facebook, and Instagram ✦ Integrated across Uber’s app and social channels ✦ Used Snapchat & Instagram Stories for Live content

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