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STATE OF SOCIAL

Hello!

José Arteaga Creative Digital Strategist

OgilvyRED @Jart262

Chrisa Chatzisavva Head of Media

Ogilvy & Social.Lab @ChrisaChrava

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State of Social Session #7January 2018

✦ Platform Updates ✦ Measurement Updates ✦ New features

6

Agenda

Research Updates

Inspiration Intelligence

✦ Snapchat - Influencers ✦ Facebook - Shifts for 2020

✦ Blade Runner - AR SnapChat ✦ Carlsberg - Live GIF

✦ StitcherAds - Bridging the gap between online and offline measurement through Facebook

✦ Social.Lab - Video Engagement

Research

8

Snapchat: Top Influencers May Be Using Snapchat Less And Less

✦ According to the latest study by MediaKix, many top influencers have been using Snapchat less and less in the last six months.

✦ Top influencers publish 2x the number of Instagram Stories (avg. 7.6 per day) than Snapchat Stories (avg. 3.5 per day).

✦ Instagram Stories grew 14% in the last 6 months among top influencers.

✦ The way SnapChat is being seen as a channel is shifting. It’s popularity which partly was driven by influencers is now declining.

✦ Instagram’s growth is accelerating which is also obvious by how influencers and users are interacting with the platform.

Why it Matters?

What is it?

Influencers on Snapchat

9

Facebook: Shifts for 2020: Mobile service economyFacebook IQ's take on shopping in tomorrow's mobile-first world.

✦ By 2020, it's predicted that over half the connected world will be making purchases online.

✦ While people will still shop in shops, tomorrow's mobile momentum is already very palpable.

✦ The study by Facebook IQ explores five shifts shaping how people will shop tomorrow:

✦ 1. Convergent commerce: People shop faster online and shortcuts make shopping even speedier

✦ 2. Invisible differentiators: many will base their decisions on ease.

✦ 3. Very Personal Assistance: Personalization is an expectation

✦ 4. Messaging means m-commerce: By 2020, 80% of smartphone users are projected to be using a mobile messaging app.

✦ 5. Loyalty lock-in: If convenience is king, then loyalty will be powered by the seamlessness of subscription and automation.

✦ With such a fast-pacing commerce environment, companies will have to adjust their offering to the future consumers’ needs.

✦ People are eager to embrace automation.

Why it Matters?

What is it?

Source

Updates

11

Facebook: Facebook is opening up Stories to brands (soon)

✦ Facebook has been slowly rolling out its stories feature, which will very soon include Pages. This means brands will soon be able to share Stories out to their audiences in a similar way to Instagram.

✦ Facebook didn't elaborate on why the Stories rollout has been so slow, but it likely has something to do with how extremely unpopular the feature is.

✦ Overall, Stories on Facebook have received a lukewarm reception, so it will be interesting to see if branded content breathes new life into the format.

Why it Matters?

What is it?

Source

12

Facebook: Measure Brand Lift Across TV and Facebook

✦ Facebook are introducing new measurement solutions that will enable advertisers to see the impact of their ad campaigns on both Facebook and TV, as well as the incremental impact of both platforms when used together.

✦ Nielsen Total Brand Effect with Lift and Facebook Cross-Platform Brand Lift both provide advertisers with the ability to evaluate the impact of their campaigns across Facebook and TV.

✦ Facebook is once again pushing to strengthen synergies with TV. ✦ It is important to mention the measurement might not be 100%

accurate as it is based on declarative information.

Why it Matters?

What is it?

Source

13

LinkedIn: LinkedIn is rolling out Snapchat-style geofilters for events and conferences

✦ LinedIn introduced a new video feature that allows event attendees to add Snapchat-style filters to videos they create within the LinkedIn app.

✦ The location-based filters are part of the service's new in-app video creation feature, which allows LinkedIn users to record and share videos directly from the app.

✦ Attendees at specific events where the feature is enabled will have the option of adding the illustrations to videos they create and share within the LinkedIn app.

✦ The new filters are meant to encourage the professional networking site's users to share"their authentic first person views of work."

✦ The platform's B2B reputation doesn't mean there's no place the type of sharing that was once confined to platforms like Snapchat.

Why it Matters?

What is it?

Source

14

Instagram: Canvas on Instagram

✦ Users are now able to immerse themselves into the Canvas experience in the Instagram feed.

✦ Canvas is a full-screen experience for mobile devices. Advertisers can build a custom Canvas, or create Canvas templates for specific business goals.

✦ The Canvas experience is initiated with a click on a mobile news feed ad. These Feed ads for Canvas can use an image, video or carousel.

✦ So far advertisers could only run a canvas ad format on Facebook Newsfeed

✦ By expanding to more advertising options and replicating Facebook’s capabilities, Instagram is become an even stronger player

Why it Matters?

What is it?

Source

Inspiration

16

BladeRunner: Using Snapchat AR filters

✦ As a promotional tie-in for Blade Runner 2049, which hits theaters on October 6, Snapchat has just released two new filters modeled after the film.

✦ With the selfie camera, you can snap a picture of yourself with Ryan Gosling and Harrison Ford looking grim ‘n moody right behind you.

✦ Flip the camera and Snapchat’s augmented reality feature will bring a spinner right in front of you.

✦ Augmented reality is considered to be the future of social and digital media as a whole, offering almost real-life experiences to users.

✦ Brands are more and more integrating an experiential element in their social media marketing in order to build impactful relationships with consumers.

Why it Matters?

What is it?

Source

17

Carlsberg Israel: Apple Live Photos into Gifs

✦ Apple recently started allowing users to turn their Live Photos into GIFs.

✦ Carslberg Israel used the feature in an innovative way making an interactive Facebook post about Rosh Hashanah (Jewish NY).

✦ Results: Engagement Rate of 13% topping the brewers previous record of 9%, while CTR came in at 5% (vs. 1-1.5% industry benchmarks).

✦ Experiences are becoming richer on social platforms.

✦ User interaction is becoming a meaningful metric for brands who are looking to deepen their relationship with consumers.

Why it Matters?

What is it?

Source

Intelligence

19

StitcherAds: Facebook ads drive up to 27% of in-store customers

✦ StitcherAds, a Facebook and Instagram Marketing Partner, released a commerce solution that integrates first-party point-of-sale data from retailers with Facebook’s offline API to target offline purchases via online ads.

✦ StitcherAds reports its solution matched retailer data with Facebook users at up to 93% accuracy, and retailers achieved the results with spending as little of 5% of the total marketing budget allocated to the in-store objective.

✦ The solution matches retailers’ customers with Facebook users and finds out who in that overlapping group saw or clicked on social media ads.

✦ It's still early days for targeting offline purchases via social media ads so brick-and-mortar retailers should pay close attention to how this space evolves and begin testing.

✦ Consumers are spending more time on social media even as in-store shopping is still by-and-far the most popular purchasing channel.

Why it Matters?

What is it?

Source

20

Social Lab: It’s harder to grasp younger audiences’ attention, yet they tend to watch a video till the end

✦ We have been continuously noticing that often video consumption varies proportionally from age group to age group.

✦ We did some data mining around video consumption per age group. We took the biggest accounts targeting multiple age groups and using extensively video (1.7M investment), only in Belgium.

✦ VTR is the view through rate. That's the % of impressions converted in 3sec views. That's the metric we use to evaluate if a video managed to grab users' attention. It is increasing over age. So the younger the audience, the more difficult it is to grab their attention.

✦ When measuring 95% retention rate (= do they tend to watch content until its end), we see the opposite trend. Younger audiences tend more to watch videos until their end.

✦ Except for 95% retention rate on 13-17, both metrics increase or decrease progressively over age.

✦ This shows a correlation between two dimensions (video consumption and age).

✦ It opens a world of opportunities: creative best practices, new ways of engaging younger audiences such as influencer, etc.

Why it Matters?

What is it?

Thank You!

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

Questions?

José Arteaga Creative Digital Strategist

OgilvyRED @Jart262

Chrisa Chatzisavva Head of Media

Social.Lab London @ChrisaChrava