To date we’ve hosted five State of Social webinars… 60-minute power sessions covering the latest research, updates and case studies in social media. From live videos, to hyper-relevant dynamic ads. Social is evolving at an exponential rate, but what’s next? We will look at: • Research and insights from various social platforms, including user behavior across each one • New ad formats and targeting capabilities • New platform updates that may impact your work • Awesome, inspiring case studies

1. FOR
Powered by
BRANDS ON SOCIAL

2. Paolo Sintobin
Associate Director
Social.Lab NYC
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Hello!

3. What’s the weather like in your city?
Tell us where you’re dialing in from!

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
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5. STATE OF SOCIAL #6
THE LATEST RESEARCH, UPDATES, INSPIRATION, AND INTELLIGENCE IN SOCIAL MEDIA
Paolo Sintobin
Associate Director, Social.Lab NYC
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6. RESEARCH
6
INSPIRATION INTELLIGENCE
UPDATES
- SNAPCHAT PLACEMENT TESTING
- TWITTER TAKEOVERS
- CONTENT BEST PRACTICES
- KFC & TEENS
- REBRANDING BELGIUM
- LINKEDIN
- FACEBOOK
- SNAPCHAT
- INSTAGRAM
- SOCIAL DMP
- UNMETRIC

7. RESEARCH
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8. SNAPCHAT AD TESTING 📊
STORIESVS 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
0
1
2
3
4
Stories Discovery
-21%
Avg. View Time
Snap Ad
0
5
10
15
20
25
Stories Discovery
-593%
Avg. View Time
Long Form Video
€0.00
€2.00
€4.00
€6.00
€8.00
€10.00
Stories Discovery
€0.00
€0.03
€0.05
€0.08
€0.10
Stories Discovery
-159% -113%
Cost per view at 75%CPM
0%
1%
2%
3%
4%
5%
Stories Discovery
-166%
Swipe-up %

9. TWITTER TAKEOVERS 👀
“TOP OF THE TWITTER FEED WINS THE DAY”
• Study that analyzed the effectiveness of digital takeover
• The study focused on the impact ofTwitter’s FirstView vs
StandardView placements
• And also,Twitter’s FirstView 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

10. UPDATES
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11. 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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Source

12. COVER VIDEOS 🎥
FACEBOOK IS TESTINGVIDEO 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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13. 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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Source

14. 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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Source
Self Serve Ad Buying Retargeting

15. 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, includingTraffic, 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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Source

16. INSPIRATION
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17. 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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Source

18. 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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Source
🍗
Source

19. 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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20. INTELLIGENCE
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21. 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
21
Source

22. 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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Source

23. THANK YOUTHANK YOU!
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24. Paolo Sintobin
Associate Director
Social.Lab NYC
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Questions?