This document provides an overview of key updates and events across major social media platforms. It discusses Facebook launching a new cryptocurrency called Libra and the subsidiary Calibra to manage it. It also summarizes crackdowns on inauthentic influencer content and increased brand safety considerations. Additionally, it outlines the rise of immersive brand integrations within gaming and highlights platform updates from Facebook, Instagram, YouTube, Twitter, LinkedIn and Snapchat focused on new features, monetization options, and algorithm changes.

1. Powered by
What’s Next:
State of Social
XI

2. Welcome
Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Chris Walts
Social Strategy Lead
Ogilvy UK
Yasir Alanı
Social Strategist
Ogilvy UK

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

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. Powered by
State of Social
Session 11

6. 1
GAMING & BRAND
INTEGRATIONS
2
FACEBOOK GOES
CRYPTIC
3
INFLUENCER
CRACKDOWN
AGENDA
PLATFORM UPDATES
4

7. Powered by
INFLUENCER CRACKDOWN
STATE OF SOCIAL #11

8. What it is
• Fuelled by brand desire for earned eyeballs and borrowed authenticity, the number of influencer
activations have grown exponentially.
• While influencer marketing is still very valuable to brands, it's wild west, unregulated days are
over.
• Influencers true reach and impact are being questioned as fake followers, artificial growth tactics
and comment pods are being exposed.
• The public, marketing associations, consumer protection groups and governments have
become more cynical (and savvy) about influencer content.
• Non-genuine, out of place, or overly engineered content has led to a backlash against individual
influencers as well as brands.
• Businesses have also started hitting back at influencers who expect a free ride.
• Fyre festival and other documentaries have put influencers authenticity in question.
Why it matters
• Overly staged content is being tuned out by consumers.
• Brand safety considerations need to be at the front of every brand and agencies mind when it
comes to working with influencers.
• Social platforms are starting to regulate how brands and influencers can work together.
• As consumers still value authenticity, quality over quantity matters more. With increased value
being placed on smaller micro or nano-influencers.
• Influencers who try and shame businesses into freebies are receiving backlash from businesses
and consumers.
INFLUENCER CRACKDOWN

9. IN THE PRESS

10. LISTERINE
The now-infamous ’ListerineGate’ - a blogger posted staged photos with fake props featuring the mouthwash. The result was some
starkly inauthentic posts. Public outcry on social and ultimately in the media followed suit.

11. #COUSCOUSFORCOMMENT
Chefs around the world have started to forward influencer requests to the prominent Australian restaurant reviewer John
Lethlean, who shames them on his Instagram (Source).
“The reason why I was devastating to her is not
because I’m a bully, it’s because it was
disingenuous offering a collaboration with MKR.
Also not doing any research on my restaurant or
myself. I have far more real followers than many
of these so-called influencers.”

12. Powered by
GAMING & BRAND INTEGRATIONS
STATE OF SOCIAL #11

13. What it is
• There are approximately 2.4 billion gamers in the world meaning almost a third
of the world plays some form of game on a regular basis (Statista 2019).
• While in-game advertising in is not a new concept, there’s been a steady rise in
large scale advertising opportunities.
• Moving well beyond in-game banners, it’s becoming more common to see
products, artists and icons alongside video game heroes and villains.
• DLC is making it easier for brands and developers to rollout updates (and ads)
via download patches.
• Game engine advancements are simplifying the process for
implementing branded graphical elements.
• Increased mobile tech and bandwidth capabilities are putting games in more
people’s hands.
• It’s easier to link gaming status to advertisements.
GAMING & BRAND INTEGRATIONS
Why it matters
• In-games ads provide unimpeded access to audiences. There’s no Ad-
blocking and minimal diverted attention (no multi-screening).
• Fortnite alone has 250m players, who average 6-10hrs of in-game time a week
(GamesRadar 2019). With approximately 78.3 million monthly active users.
That’s not far behind Twitter.
• Providing brand integration adds value to their experience, most gamers look
forward to additional content. In fact, many seek it out as a reward.
• It gives people a whole new way to engage with brands.
More than 10m people watched Marshmello perform in
Fortnite (Source)

14. IT’S NOTHING NEW BUT…
Pepsiman involved their superhero mascot
avoiding obstacles (1999)
Worms 3D Red Bull power-up (2003) Barack Obama's presidential campaign took
to the streets of Burnout Paradise (2008)

15. IT’S QUICKLY BECOMING INCREDIBLY IMMERSIVE
Moschino outfits in The Sims‘ (Source)
Stranger Things Fortnite themed
skins and portals (Source)
Mario Kart 8 collaborations with car
manufacturers (Source)
Nike Air Jordan Fortnite collaboration
(Source)
The band Weezer created their own
Fortnite island to launch an album
(Source)

16. Powered by
FACEBOOK GOES CRYPTIC
STATE OF SOCIAL #11

17. What it is
• Facebook has launched a subsidiary, Calibra, to handle it new cryptocurrency offering:
Libra
• Importantly, Facebook won’t fully control Libra, but instead have a single vote in its
governance along with other founding members of the Libra Association (all of which have
invested at least $10 million each into the project’s operations).
• Libra, which will let you buy things or send money to people with nearly zero fees. You’ll
pseudonymously buy or cash out your Libra online or at local exchange points like grocery
stores, and spend it using interoperable third-party wallet apps or Facebook’s own Calibra
wallet that will be built into WhatsApp, Messenger and its own app.
• The Libra’s value is tied to a basket of bank deposits and short-term government securities
for a slew of historically stable international currencies, including the dollar, pound, euro,
Swiss franc and yen.
• The start value for the Libra is still being decided, but it’s meant to be somewhere close to
the value of a dollar, euro or pound so it’s easy to conceptualize.
• There’s always 100% of the value of the Libra in circulation, collateralized with real-world
assets in the Libra Reserve.
• Every Libra payment is permanently written into the Libra Blockchain — a
cryptographically authenticated database that acts as a public online ledger designed to
handle 1,000 transactions per second. That would be much faster than Bitcoin’s 7
transactions per second or Ethereum’s 15.
• Facebook has said it won’t import your contacts or any of your profile information. It also
won’t share any of your transaction data back to Facebook, so it won’t be used to target
you with ads, rank your News Feed, or otherwise earn Facebook money directly.
• It’s going to launch in the first half of 2020.
LIBRA & CALIBRA

18. Why it’s important
• Libra has the ability to introduce billions of potential users to the idea of value
transfer via blockchain.
• It also somewhat undermines the very basic promise of Bitcoin and other
digital currencies: decentralization—freedom of control from big governments,
big banks, and big companies, that is.
• A global currency that eliminates transaction fees common with credit cards,
money lenders, and banks.
• It offers the 1.7 billion people who lack a bank account the ability to save
money, transfer funds and pay for things digitally.
• The Libra Association wants to encourage more developers and merchants to
work with its cryptocurrency. It plans to issue incentives, possibly Libra coins,
to get people signed up for and using Libra. For each transaction a merchant
process, they will receive a percentage of the transaction back.. Businesses
that earn these incentives can keep them, or pass some or all of them along to
users in the form of free Libra tokens or discounts on their purchases.
• It will help make the digital buying process smoother and faster and could
improve speed at point of sale.
• The open source nature of the project could make it vulnerable to bad actors
• Libra is already attracting the attention of US government regulators, who
have the power to crush it, and crush Bitcoin and other digital currencies along
the way, too.
LIBRA & CALIBRA

19. Powered by
PLATFROM UPDATES
STATE OF SOCIAL #11

20. IN NUMBERS
1.5bln daily active users
(Facebook, March 2019)
96% of users access
Facebook via mobile
(Statista, Jan 2019)
126m daily active users
(The Verge, Feb 2019)
500m tweets are sent
each day (Twitter)
Over 1.9 Billion logged-in
users visit YouTube each
month (YouTube)
Every day people watch
over a billion hours of video
and generate billions of
views (YouTube)
1bln monthly active users
(Instagram)
500m daily active
stories (Instagram)
680m monthly active users
(Tiktok)
TikTok users spend an average
52 minutes per day on the app
(Business of Apps, Feb 2019)
190m daily active users
(Q1 earnings, April, 2019)
26min spent on average a day
(eMarketer, May 2019)

21. PLATFORM UPDATES: FACEBOOK
Facebook’s first major redesign announced at F8
focused on Events and groups (Source)
Unified messaging services are coming.
(Source)
New monetisation options for creators including tip jars, exclusive
content for fans and paid groups. (Source)
Facebook brings 3D
photos to Stories
(Source)
Facebook tweaked its
algorithm to further
prioritize original videos
(Source)

22. PLATFORM UPDATES: INSTAGRAM
Landscape video support and
users can now share IGTV videos
to their Instagram Stories and
cutdowns to their main
feed. (Source)
Instagram will start putting ads
within the Explore page.
They’ll appear once a user taps
on an Explore post and scrolls
through (Source)
Instagram Stories lets users ask followers to join a
new group chat. Followers must submit a
request. (Source)
Creators will now be able to tag items to sell them
directly to people viewing their posts and Stories
(Source)

23. PLATFORM UPDATES: INSTAGRAM
Instagram will now guilt you with a warning
when you try to post a nasty comment
(Source)
Instagram now let’s advertisers boost Branded
Content Partnerships as Ads regardless of whether
someone is following them or not (Source)
Instagram launches @shop
account to boost interest in
shoppable posts (Source)

24. PLATFORM UPDATES: YOUTUBE
YouTube Added Still Image Ads
(Source)
YouTube gives users more control over their homepage. (Source). YouTube updated their P-Score algorithm based on popularity and
viewer passion with emphasis on content suitability.
New attributes include platform and production. (Source)

25. PLATFORM UPDATES: TWITTER
Twitter will now let you add photos,
videos, or GIFs to retweets (Source)
Twitter removes support for precise geotagging because no
one uses it (Source)
Co-streaming with up to three people
launched. (Source)

26. PLATFORM UPDATES: TWITTER
Twitter has limited the number of daily followers
to 400 (Source)
Twitter will now label, hide tweets when
Trump, other politicians break its rules
(Source)

27. Twitter’s first major redesign has just started to roll out.
• Top navigation bar has been moved to the left sidebar (bookmarks, lists, profile etc)
• New explore tab to feature more live videos and personalized local trends.
• Direct messages revamped to show conversations and sent messages in the same window.
• Dark mode
• Sparkle icon to easily switch to chronological order
• New trends layout
Source

28. PLATFORM UPDATES: LINKEDIN & SNAPCHAT
LinkedIn Live Beta finally
arrives. You can apply to beta
test it here.
Snapchat Stories are coming to Tinder
(Source)
Snapchat Expands Gaming Options
With Bitmoji Tennis Game (Source)
LinkedIn has announced new custom CTA
buttons for company pages with five new
options and analytics, in addition to the “Follow”
button. (Source) Snapchat is launching Creator Shows
featuring stars and influencers
(Source)
Snapchat announced a Shopify Ads
integration (Source)

29. Questions?
Yasir Alani
Social Strategist,
Ogilvy
Chris Walts
Strategy Lead, Social
Ogilvy

30. Thank you.