As social media algorithms change, brands must use advertising spend to promote their social channels. However, as social media produces new products, their algorithms shape content in a way to promote those products. So, what's the solution? Embrace the change. This session will show that by taking advantage of these changes at the onset, brands can increase cost efficiencies before costs rise and reach decreases.

1. Session 4:
Algorithms & Advertising,
Navigating the Changing Nature of Social Media

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Presenter
INSIGHTS DIRECTOR, INTELLIGENCE
CARA BUSCAGLIA

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This session will cover…
The Start of Algorithms: A Brief History
Developing Influencer & Word of Mouth Programs3
1
Algorithm by Channel2

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The Start of Algorithms:
A Brief History

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Social Media’s Role in Building Brands
Facebook is the leading social platform for video
ad sharing (Source: Unruly November 2014).

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A Brief History
Twitter starts
‘promoted’
tweets. Instagram
is founded.
‘The Facebook’ adds a
newsfeed to their platform.
That same year, Twitter is
founded and LinkedIn
launches public profiles
Instagram launches
sponsored photos &
videos. Facebook
announces changes
to News feed
ranking algorithm.
In June 2016,
Facebook changes
its algorithm again,
putting an emphasis
on family/friends
content. In August
2016, a tweak was
made to predict
“informative” posts
and reduce Clickbait.
Instagram’s
algorithm changes
from chronological
order to moments
they think you care
about most based
on your activity.
2006
2010
2013
2016
Facebook
launches
sponsored
posts/pages.
2012
Facebook changes
their newsfeed
algorithm to prioritize
posts that have more
audience engagement.
2009
Twitter rolls out ‘while you were
away’ stream to compete with
Facebook.
2015
Twitter debuts a new roll out that allows users
to see the tweets users engage with most at
the top.
2003
The start of
social media,
2003 –
LinkedIn is
founded.
Facebook
follows in
2004.

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Algorithms by Channel:
Facebook, Instagram & Twitter

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Facebook
Facebook continually optimizes their algorithm
to help users get relevant content while being
able to target users for brands advertising.
2009 – they changed their news feed algorithm to prioritize
posts that have more audience engagement.
2016 – Facebook changes its algorithm again, but now the
site puts an emphasis on family/friends content (June).
Facebook predicts which posts are informative based on a
survey, which eases fears from publishers (August).
users are now able to select what ads they want to see on
their news feed.
By Connections

9. Brand Impact.
This impacts publishers the most since
Facebook users often use Facebook as a
news aggregation.
This could also lead to more influencer
marketing on this channel.
Brands need to be careful not to share
content that leaves a user feeling
uninterested. It is important to understand
your audience to create content that they
can like and share.

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Instagram
Previously in chronological order, Instagram changed its
algorithm to organize posts based on what moments
they think user care about the most based on their
activity.
By Engagement
Heavily liked and engaged posts will lead the feed.
This didn’t affect Instagram’s ad products, but could impact how long a
user is on (which will allow more ads to be fed to the user).

11. Brand Impact.
Brands started to focus on quality over quantity.
Brands realized they shouldn’t just post to post –
they have to strategically think about prioritizing their
most engaging content. If they don’t it can bring down
their overall reach, and cause fewer users to view their
post.
Request followers to turn on
notifications – by doing so, it will
help keep your brands content at
the top and will allow alerts to be
sent directly to your followers.

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Twitter
By Engagement + a Twist
Twitter has approached algorithm changes a bit
differently. In March 2016 the brand started a new roll
out that allows users to see the tweets users engage
with most at the top.
Although it is the default setting, users can turn this update off if they
don’t like the way they are seeing content.
Supposed to make timelines more relatable and making it easier to see
what is going on

13. Brand Impact.
While the social media site is praised for not going in the
same direction as other social media channels (i.e. non
chronological orders) brands content is still at jeopardy
of not being seen.
This is especially true when prime timeline real estate is
often given to advertisers.
The shelf life of a tweet today is
only about 18 minutes. Keep
content on this channel clear and
concise to keep users engaged.

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Developing Influencer &
Word of Mouth Programs

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What’s in an Influencer & Word of Mouth Program?
With all these algorithm changes recently, now more than
ever, there is an opportunity for brands to develop
influencer programs that…
Talks with consumers, not at them
Offers opportunities to find new ways to reach your consumers
Allows you to define audience by demographics/age/what they do or
like
Check this
out, you will
LOVE it!

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Do Influencer & Word of Mouth Programs work?
Recent research has found…
word of mouth marketing creates twice the
amount of sales than paid placement
consumers acquired through word of mouth
have 37% higher retention rate
Source: McKinsey Study

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Word of Mouth Program Example
Dollar Shave Club launched a subscription razor business in 2012 with one
perfect video. Three years later, their launch video has racked up 19 million views
on YouTube and the company has raised over $72 million in capital.

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Example: Influencer Programs
Brands turn to brand ambassadors and celebrities with large social media
followings to have them endorse their products on their social media channels.
The messages have to be relevant – being organic and authentic are key.

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Advantages of Influencer & Word of Mouth Programs
Boost Sales
Brand Awareness
Increase Traffic – Instore & Online (website)
Increase ROI

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Social Media Listening Tools
Using a social media listening tool is a great way to figure out how consumers are
talking about your brand messaging and how you measure up to your competitors
What are my competitors doing well?
Are your messages relevant?
What are my consumers most interested or engaged in?
Who are my influencers?
What are my consumers main issues?
What is happening with my consumers by geographic location?
How does that impact my strategy & messages?
Are your various brands adhering to your guidelines?

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Live Demo: Social Media Listening
There are many social media listening tools out there,
a good one will help you measure:
Share of Voice
Performance—Reach vs.
Engagement
Influencers
Themes
Demographics
Geographical location
Media Type
Topic Share of Voice
Hashtag Research
Facebook Analytics
Growth of Fans
Frequency of Posting
Engagement
LET’S TRY IT OUT!

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Key Takeaways
Social Media Algorithms are constantly changing so it is important to…
Stay up to date on trends
Understand your audience
Push out relevant content
Understand your customers’ pain points
Identify your brand advocates
Monitor conversations around your competitors

23. THANK YOU
LinkedIn.com/Ebiquity
@ebiquityglobal
www.ebiquity.com