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Laeken University - Digital Update

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Digital update about the Facebook Timeline Changes for brands, Youtube in Belgium, Spotify in Belgium and what LinkedIn has to offer for advertising.

Published in: Business, Technology, Design

Laeken University - Digital Update

  1. 1. D I G I T A L U P D A T E FOR LAEKEN UNIVERSITY
  2. 2. CONTENTS1 FACEBOOK TIMELINE CHANGES2 YOUTUBE BRANDING POSSIBILITIES3 SPOTIFY FOR CREATIVES4 LINKEDIN POSSIBILITIES 2
  3. 3. FACEBOOK TIMELINE CHANGES
  4. 4. =
  5. 5. FACEBOOK PAGES ARE ABOUT TO CHANGE. THOROUGHLY.
  6. 6. a fresh start no more welcome friends first
  7. 7. Cover PhotoProfile Picture Views & apps More views & apps
  8. 8. New navigation <> Tabs Apps are now widerImpossible to set as landing page
  9. 9. Friend activity
  10. 10. pinned highlight milestone
  11. 11. Pinned post appearing at top of your page
  12. 12. Larger story format for starred posts
  13. 13. Highlight importantmoments in your historyby creating milestones
  14. 14. edit posts messages insights
  15. 15. change post date at any time
  16. 16. Private message
  17. 17. Open Insights
  18. 18. TIMELINE CHANGES CONTENT STRATEGIES
  19. 19. for
  20. 20. The Cover Photo cannot contain• Price or purchase information (such as “40% off” or “Download it on our site”)• Contact info such as web address, email, mailing address or info for the About section.• References to user interface elements, such as Like and Share.• Calls to action, such as “Get it Now” or “Tell Your Friends”
  21. 21. But can not be targeted per language
  22. 22. THE MARKETING HOLY GRAIL OF“WORD OF MOUTH” – AT SCALE.
  23. 23. Two possibilities Marketplace*Ads Premium*Ads = self service = via account manager no minimum budget minimum 15K budget requiredup to 6 competitors together on page premium positions no use of reach generator use of reach generator possible
  24. 24. fan’s homepage Reach 75% of your fansar basisnt with yours) by 2x4hat showckingients. Please reach may vary. Before Reach Generator After Reach Generatorze reach. Posting too frequently reduces the amount of time needed to
  25. 25. about reach & impressions 80% more likely to be rememberedSignificantincrease inpurchase intent 40% higher involvement 16% increase in fan rate
  26. 26. 1. Post on your page (status updates, photos, videos, links, questions, events)2. Promote it to get your message out. You can target it to any segment of the Facebook user base (fans, non-fans, any targeting clusters desired)3. Show enhanced social context for friends of your page’s fans4. Provide more points of engagement for fans. Fans see expanded interface below ad (like, comment)
  27. 27. Things to remember Facebook Timeline is here for businesses from March 30.This is not just a visual update, but requires another content approach. It is like telling the story of your life, as a brand. Some things will stop functioning (landing tabs), other things are new and improved (messages). Facebook Ads are improved and the reach generator for premium allows brands to reach 75% of your fans. Broad targeting allows for more than pure demographic targeting.
  28. 28. YOUTUBE BRANDING POSSIBILITIES
  29. 29. 66% 2,2M 1Muses YouTube homepage UV per day weekly impressions per day on home
  30. 30. 81% 69% 68% 66% 65% 58% 40%
  31. 31. CHANNELS ARE A BRAND’S BEST FRIEND
  32. 32. (normal)*Brand*Channel
  33. 33. Basic*Brand*Channel
  34. 34. Advanced*Brand*Channel
  35. 35. Premium*Brand*Channel
  36. 36. SMART BANNER ADS FOR SALE
  37. 37. Following the full YouTube journey Web Enter Discover Watch InteractHomepage formats Search Page formats Watch Page formats ChannelsExclusivity for 24 hours Promote your videos Pre Roll advertising Create your video destination
  38. 38. TrueView In Search
  39. 39. Local*Connect*Ads http://www.richmediagallery.com/
  40. 40. Live*Stream*Ads http://www.richmediagallery.com/
  41. 41. In*Game*Ads http://www.richmediagallery.com/
  42. 42. CreaFve*Use*of*AnnotaFons http://www.youtube.com/watch?v=G96sxmrJMOg
  43. 43. Something*Special*(Less*YT*related) http://clikthis.com/
  44. 44. Things to remember YouTube reaches 66% of the Belgian population. It has the possibility for standard ads. Creativity is what you come up with. Branded channels range from free to extremely expensive ;-)Advertising can be done via a CPC/self managed or a CPM/sales person model.
  45. 45. SPOTIFY FOR CREATIVES
  46. 46. 6 0.000 Belgians listened to the playlist Alex Norstr öm and Christian Wilsson otify. “Oldies but goodies” on Sp Single Dru Hill, Redman How Deep is your Love - e Radio Mix SWV Right Here - Human Natur 98% of them Facebook Kelly Down Low Double Life R. er If Your Out There John Leg See More 4 hours ago via Spotify
  47. 47. THE UN-TRADITIONAL TRADITIONALS
  48. 48. Billboard Audio Build impact DisplayBuild emotion and drive traffic HP Takeover Lightbox Make Spotify branded Interactive video/gaming format MPU on the HP
  49. 49. AUDIO SPOT Guaranteed contact Display ad linked Clickable Cover art Clickable text link Audio Spot
  50. 50. DISPLAY BANNERS Never 2 ads at the same time Ad only appears when user is active
  51. 51. BILLBOARD Screensaver format Appears after 5 min of inactivity Moves to display ad once active
  52. 52. HOMEPAGE TAKEOVER
  53. 53. LIGHTBOX Activated when user clicks ad Video/live streaming/games
  54. 54. WHERE REAL CREATIVITY HIDES
  55. 55. SPOTIFY API INTEGRATIONS Use music as a brand Only rights free if it’s via user generated playlists (+40 songs) Unlimited access to whole music database Search in artist, song title, album title Integration within Spotify, with Facebook, on mobile etc allowed
  56. 56. Radio spotBrand Playlist
  57. 57. Things to remember Spotify is still small in Belgium (600K people), but growing fast. Almost everyone has a Facebook account (and is connected).It allows brands to work on their branding / image via traditional ad formats.The Audio Spot is said to work best, together with the Homepage Takeover. True creativity is when you use the API properly.
  58. 58. LINKEDIN POSSIBILITIES
  59. 59. 1,102,202 members in Belgium
  60. 60. Vice Presidents, Directors, Owners, Managers 278,757 Belgium
  61. 61. WHAT PEOPLE REALLY DO ON LINKEDIN
  62. 62. LinkedIn Company Pages Companystatus update Follow company Company overview Members’s network at your company
  63. 63. LinkedIn Company Pages - Products & Services Cover Flow with products People recommend products
  64. 64. LinkedIn Company Pages - Products & Services
  65. 65. LinkedIn Groups Post adiscussion or poll Latest Updates Interactions are shared with connections
  66. 66. LinkedIn Groups With custom widgets With your bannersCustom Groups Enhanced Groups
  67. 67. LinkedIn Answers
  68. 68. WHERE TO REACH DECISION MAKERS
  69. 69. LinkedIn Audience TargetingProfession Company size Location Industry Seniority Groups
  70. 70. LinkedIn Partner Messages 1,5€/contact LinkedIn Mail & Banner Ad
  71. 71. LinkedIn Direct Ads CPC ads we can buy
  72. 72. LinkedIn Display Ads booked CPM banners
  73. 73. Types of Display AdsText Link 300x250 300x250 Home Page Profile Page 160x600 728x90 Contacts Page Home Page + Contacts Page
  74. 74. LinkedIn Homepage Takeover
  75. 75. LinkedIn Social AdsRecommendation Ads Follow Company Ads Join Group Ads
  76. 76. LinkedIn Content Ads Like the group widgets
  77. 77. LinkedIn Poll Ads
  78. 78. LinkedIn Poll Ads poll results per question
  79. 79. LinkedIn Poll Ads banner ads targeted per answer
  80. 80. LinkedIn Employee Profile Ads banner ads on your employees’ profiles Work*with*us. Just*like*this*guy...
  81. 81. LinkedIn Other AdsAnswer Ads Event Ads
  82. 82. LinkedIn API where true creativity is hidden
  83. 83. Things to remember LinkedIn is a b2b network, mainly.It has 1,1 million Belgian users of which +200.000 decision makers. It offers advanced targeting possibilities for all products. Products are mostly free and additional functionalities are paid. Social Ads tend to work best, as seen with Facebook ads as well. The API is where - once more - creativity can be at its best.
  84. 84. T H A N K SBART MUSKALA - ADNERD bart.muskala@proximity.bbdo.be

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