Q1socialrecap042514 140428151424-phpapp02

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Conﬁdential © 2014
Q1 recap
what’s new in social?

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contents
§  Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media
Channel

§  Newsjacking is Mainstream
§  Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More
§  Paid Social: New Opportunities for Making Stories Visible to the Right People
§  Where have all the Teens gone?
§  The Anti-Social Backlash?

§  Plus-ing Up: Why Google+ is Next

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Rethinking Facebook

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Channel



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As the amount of content in the
newsfeed grows faster than people
can consume, the Newsfeed
Algorithm has had to evolve to show
only the best, most relevant items:
Story Bumping & Last Actor:
•  Ensures you see only new
stories
•  Weights last 50 people or
brands a user interacts
Publisher Content Elevation
•  Algorithm gave more weight
to publisher content.
http://on.fb.me/1qVkZAz
In q4, the Newsfeed algorithm became
ruthless on brands…

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Those changes resulted in
reach dropping to ~2-3% of
fan bases without media.
The implication: Facebook is
no longer a place for
organically reaching
communities. Facebook is
now a mass media channel.
Resulting in
The death of
organic
reach
http://adage.com/article/digital/facebook-admits-organic-reach-brand-posts-dipping/245530/

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Platform value
lies in its reach,
but fans provide
social context
Ads with Social Context work harder
for your money.

Implication: Your ads should be served
with social context; if not, you’re not
maximizing what the platform offers.

Action Items: FB now allows you to
see if ads are served with Social
Context. Adjust media plans to cover
fan growth in addition to
engagement/awareness.

Facebook; 1Nielsen; 2DataLogix
Social Context is
the notion a user
is more likely to
try it/click it/buy
it if they see
friends have.
Ads with Social
Context are more
effective:
50% Higher Ad
Recall1
35% Lift in Sales2

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New ad formats
make the most of
social context
FB Posts and Ads are now optimized
to drive offsite conversion. Getting the
most out of Facebook requires using
the right format for each objective.

Action Items: Review your content
and objectives. Posts driving
awareness (no links) should leverage
Page Posts/Ads. Posts driving off-
newsfeed (have links in them) should
be using the Page Link Posts/Ads
format.

NEW:
- 2.2x higher ROI
- Whole Post is
Clickable

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Newsjacking is
now mainstream
Ever since Oreo’s ‘Dunk in the Dark’
post during the 2013 Super Bowl,
Urgent Genius has become an
expectation of brands.

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Consumers are
paying
attention, so
use it
It's now as common to rate brands’
real time efforts as it is to rate the
TV spots or the red carpet dresses
during major events.

Action Items: Address community
management plans for your brand
to ensure your brand is creating
budget to support this function

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Facebook
launches paper
Paper is a more visual way to
experience your newsfeed, along with
curated editorial content based on
your interests, with a bigger emphasis
on stories and images.

Implications:There are currently no
opportunities within Paper for brands,
but future native advertising within
interest verticals seems a potential
place for Facebook to monetize the
product. Ability for users o receive all
notiﬁcations within paper means
some users will be out of targeting
reach.

“Paper has transformed how
I use Facebook and I have no
intention of opening the
original iPhone app again.”
–Nick Summer,TheNextWeb
http://bit.ly/1tiAX9Z
http://vimeo.com/85421325

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Facebook App
Paper
Nav.
GUI/button-driven navigation Gesture-driven navigation, including tilting to see
expanded photos, twisting to zoom in and tapping
to drill further
Discovery
Content is discovered by navigating
directly to a page, or 2nd-hand from
newsfeed
Content is now surfaced by interest category
Content
News content from publishers performs
best and is what consumers want to
see, based on metrics, but is often less
frequent when mixed in with status
updates and ads in most users’
newsfeeds
Newsfeed becomes a reimagined news experience,
with your newsfeed as just one section of many
sections of publisher content, creating an
experience with more of what users want to see.
Ads
Reached consumers in-newsfeed in a
variety of formats
No current options.
How is
paper
different
from the
Facebook
app?

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Tumblr is the fastest
growing social platform in
terms of revenue per visit,
2nd only to Facebook and
gaining

TUMBLR
SO hot
right now
http://socialfresh.com/wp-content/uploads/2014/03/Tumblr_infographic.jpg

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tumblr =
powerful visual
storytelling
Tumblr is a key platform for content
discovery, especially among teens–
with users averaging 14 min. per visit.
Some top brands leveraging the
freedom to explore all content format,
including GIFs, are Target, GE, L’Oreal
Paris, Disney and Lowe’s.
Implication: People being exposed to
quality brand content through a
friend’s shares or reblogs is an
incredibly powerful metric- especially
for millennials.
Action Items: If your brand is targeting
millennials, absolutely consider a
Tumblr strategy.
70%
Lift in Brand
Favorability
50%
Researched
Brand After
% of Consumers Who Saw
Sponsored Posts
10K
Average Sponsored
Post Reblogs
(higher than FB or
Twitter)
http://lowesfixinsix.tumblr.com/
http://targetstyle.tumblr.com/

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Twitter gets
visual:
the redesign
Twitter rolled out an updated
profile design that has a greater
focus on photos and content
cards.The most engaging content
will appear larger, tweets can be
pinned to the top of the feed,
Tweets can also now show up to 4
in-line photos.
http://bit.ly/1tiD3GZ
Action Items: Review profiles and
ensure they are using the most up
to date specs and leveraging new
features. Always pair tweets with
solid visual content to make the
most of it!
SPECS:
Profile Image:
400x400
Header:
1500x500

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Other ways to
storytell?
Instagram released storytelling for
brands with examples of how the
best on the platform bring their
stories to life.
Custom Timelines are a new way to
curate stories on Twitter, like
Carson Daily’s use of one to
accompany The Voice:
https://twitter.com/CarsonDaly/
timelines/400108543488974849
Action Items: Consider how to
augment events with new live
storytelling formats.
http://instagram-business.tumblr.com/post/76235731349/tools-and-tips-to-help-marketers-inspire-and

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Video Ads =
another new
storytelling
format
Facebook rolled out video ads that
auto-play in the Newsfeed, offering
a more emotional connection for
advertisers to leverage.
Action Items: Review objectives
and discuss if Facebook video ads
are a fit. If so, don’t just use a TV
spot –the first few seconds must
be rich and engaging, with thumb-
stopping power

“Marketers will be able to use
this new format to tell their
stories to a large number of
people on Facebook in a short
amount of time—with high
quality sight, sound and motion.”
–Facebook
http://newsroom.fb.com/news/2013/12/testing-a-new-way-to-watch-promoted-videos-in-news-feed/

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New targeting
helps new
stories
reach the
right people.
Custom Audiences can now be made
from not only email lists, but from users’
activities on brand websites or apps, using
Facebook's retargeting pixel. Facebook
also now has 58 types of custom gender
pronouns to choose from on the platform,
tapping into new niche audiences.

Implications: Brands can now reach
audiences segmented by where they are
on the purchase journey, allowing each
campaign to be that much more effective
against the target. eCommerce brands can
target a specific campaign like those that
shopped but didn’t purchase–or brands
with a specific LGBT audience can now
reach these people with specific, targeted
campaigns.

Action Items: Place Facebook’s retargeting
pixel on you brand sites and properties.
Do you have an LGBT audience segment?
Then, discuss these options with media
teams. Do you have a CRM databases?
These may contain social IDs that can be
targeted against.
.
https://www.facebook.com/business/
news/custom-audiences

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Right-hand ads
get updated
Facebook announced an update to
RHS ads (known to have low CTRs
and really just serve the purpose of
lowering a media plan’s eCPM) as
marketers move towards
concentrating only on Newsfeed.
The ads will be 2x as big, and users
will now see about three, compared
to the current average of seven.
http://on.fb.me/1mLVkel
Action Items: As images are now
similarly sized to Link Post ads, you
won’t necessarily need to create
separate assets for these ad units
anymore.

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Twitter
Tailored
audiences
offer
customized
reach on
Twitter.
Similar to Facebook’s Custom Audiences
feature,Twitter’s Tailored Audiences allows
ads to be retargeted to website visitors who
also use Twitter (new or existing customers)
via matching cookies to Twitter proﬁles.This
can also now be done using Twitter usernames
or IDs or CRM lists or partner IDs, and multiple
campaigns can run at once.
https://blog.twitter.com/2013/more-relevant-ads-
with-tailored-audiences
https://blog.twitter.com/2014/new-ways-to-create-
and-use-tailored-audiences

Implications:This allows brands to reach
potential customers that may have visited site
and not converted, or customers who have
been on the site but aren’t connected with you
in social yet.
Action Items: Is Twitter part of your media
strategy? Do your objectives include
conversion? If so, discuss the options above
with your media and strategy team.

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TV x Twitter
TV ad targeting extends the value
of TV spots by driving real time
engagement at the moment the
brand is top of mind. For example,
@Oikos continued the
conversation from :30 to Twitter
by serving promoted tweets
featuring Greek-yogurt based
healthy recipes from inﬂuencers
such as Chef Michael Symon to
users who had seen their ads

Action items: Include hashtags
with clear CTAs and add depth and
richness through photo and video
content.

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Channel



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teens are leaving
facebook…
Facebook saw a 3% drop in active usage
between Q2 and Q4 2012.
However, Facebook still remains the #1 social
network in terms of total accounts (73% of
teens are still on Facebook) and frequency of
visits (59% login more than 1x/day).

Actions: Don’t be too quick to drop Facebook
from your plan. Consider Facebook’s role as a
reach/awareness play, and explore other
channels for participation, engagement, and
more 1:1 communication with fans.

Source: GlobalWebIndex

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They’ve moved
on to Instagram.
Instagram’s growth is particularly
impressive relative to other platforms
(nearly doubling in penetration over
the past year).
All platform usage dipped in Fall '13
but then rose in Spring '14, suggesting
that possibly more teens total are
now using social as these platforms
increase in popularity.
Actions: Instagram offers a way to
bring brands to life visually. If your
audience is teens, explore it as a way
to connect.
Most important social networks
to teens:
Source: Piper Jaffray
Instagram nearly
doubled vs. last year

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Anti-social backlash?Users are flocking to chat apps that offer either
1:1, or even anonymous, communication

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Secret &
whisper
anonymity
vs.
authenticity
While everything about you is
increasingly public on Facebook, users
are flocking to social networking apps
based on anonymity, like Secret &
Whisper. Users share text overlaid on
images with total anonymity, to
networks from their phones’ contacts.
Hulu was the first brand to test branded
promoted “whispers” for a new series
about Ghosts.
Implications: For entertainment brands
looking to tease upcoming plot twists or
brands with products aligned with the
theme, this could fit..
Action Items: Evaluate by platform if
messaging apps are right, especially if
your audience is the millennial target
( 90% of Whisper’s users are between
18–24).
https://www.secret.ly/
http://whisper.sh/

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messaging
aps offer a
more direct way
of connecting
Services such as WhatsApp, WeChat,
Viber, Line and Tango are part of the
new “SMS+” ecosystem that offer group
messaging, chat, voice calling and other
services like built in games, custom
stickers and QR code readers.
Telegram, Conﬁde and SnapChat support
ephemeral, self-destructing messages.

These apps are rising in popularity
among millennials, with 29% of adults
18-24 using them daily.

Implications: Users are showing a
tendency to circumvent the concept of a
newsfeed altogether, looking for more
direct ways of connecting.

Action Items: Consider if you have a
millennial target–1:1 connections offer
a more personal, surprising way to get
in touch with consumers.

Monthly Users:
WhatsApp: 465mm
WeChat: 100mm
Viber: 300mm
Line: 380mm
Tango: 70mm
Source: AdAge, March 2014

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Cloak uses
data to help
you avoid
your
networks all
together
With its tagline "incognito mode for real
life," Cloak is the newest "antisocial
network" that gleans information from
social apps like Foursquare and Instagram
to map out where your friends are based
on their recent check-ins or geo-
locations.
https://www.getcloak.com/
Implications: Will brands be able to
leverage the reasons for NOT wanting to
be found? Or will people (presumably) not
want to be found by brands either? Will
be interesting to see if we can leverage
signals in reverse - e.g. Clearasil toner
ads to girls using Cloak after the gym to
avoid people they know?

Actions: Evaluate on a per brand basis.
.

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Google+
you’re probably
already there –
so use it!

Actions: Any brand that has a YouTube
channel already has a Google+ page,
and can leverage content they are
producing for other social channels to
open up new conversations on G+.

Google+ is more than a social network
- engagement on the platform can
contribute to search equity, helping
drive brand presence. Higher SEO
indexing for your content helps drives
overall awareness. G+ features like
Hangouts also provide new ways for
brands to interact with consumers,
and recent studies have shown that
referrals from G+ spend more time on
site and view more pages than other
social sources.

“Brands’ Google Plus posts
generated nearly as much
engagement per follower as their
Facebook posts —and almost
twice as much engagement per
follower as their Twitter posts.”
- Forrester

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Examples:
Hangouts and HelpOuts take engagement
and customer service to the next level:
•  Toms Shoes hosted a 6 day hangout
On Air featuring local artists who
customized shoes on the spot
•  #AskMally with Birchbox
•  Topshop democratized London
Fashion Week with Model Cams
•  Home Depot is offering help on DIY
projects using HelpOuts
http://www.hufﬁngtonpost.com/2013/07/25/
tyler-ramsey-box_n_3653919.html

http://services.google.com/fh/ﬁles/misc/
topshop_casestudy.pdf

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Google+
Ads
can help
amplify
your
stories
at scale
As of February 2014, G+ Post Ads
basically turn Google+ Posts into
display ads that run on the Google
Display Network (GDN).
Any content - posts, videos, photos,
even hangouts–can be boosted into
an ad. Some of the ﬁrst brands doing
this:Toyota, Ritz Crackers, Cadbury.
http://www.google.com/+/business/
brands/ads.html

Implications:This social ad format
allows you to make conversations
and stories with consumers and fans
visible to new people.
Action Items: All brands need to
consider Google+ as a channel. G+
posts have the beneﬁt of greater SEO
equity.

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THANKS

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