In this webinar we review and explain what has changed on Facebook, LinkedIn and Snapchat over the last few months and learn about their latest platform updates, including new augmented reality features.

1. Powered by
STATE OF SOCIAL

2. Hello!
José Arteaga
Creative Digital Strategist
OgilvyRED
@Jart262
Chrisa Chatzisavva
Head of Media
Ogilvy & Social.Lab
@ChrisaChrava

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5. State of Social
Session #7
January 2018

6. ✦ 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

7. Research

8. 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. 9
Facebook: Shifts for 2020: Mobile service economy
Facebook 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

10. Updates

11. 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. 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. 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. 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

15. Inspiration

16. 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. 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

18. Intelligence

19. 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. 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?

21. ThankYou!

22. 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

23. Questions?
José Arteaga
Creative Digital Strategist
OgilvyRED
@Jart262
Chrisa Chatzisavva
Head of Media
Social.Lab London
@ChrisaChrava