A 60-minute power session bringing you the latest and greatest from the social media landscape.

1. The webinar will start shortly…
Thanks for joining us today!
W E B I N A R S E R I E S

2. Hello!
Paolo Sintobin
Associate Director
Social.Lab NYC
Thomas Crampton
Global Managing Director
Social@Ogilvy

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5. State of Social
Session #5
March 30, 2017

6. ✦ Platform Updates
✦ Advertising Updates
6
Agenda
Research Updates
Inspiration Intelligence
✦ Persuasive Power of Video
✦ Tracking Path to Purchase
✦ AirBnB - Oscars Campaign
✦ Bacardi - DJ Turntable
✦ Coca Cola - Uber truck
✦ Crowd Capture - Audience Intelligence
✦ Infomous - Free Social Listening

7. Research

8. 8
Moving Pictures: The Persuasive Power of Video
✦ A biometric analysis of how people in the UAE and the UK
consume content in their personal mobile feeds
Findings:
1. Smartphones are driving the video movement
2. Attention Spns seem to be getting shorter
3. Binge watching has become 2nd nature for Millennials
4. Context still counts
5. Novelty and movement are practically irresistible
✦ Create video for mobile
✦ Leverage the right format and specs that correspond to the
environment (Feed, Stories, TV, etc…)
✦ Make it short and sweet
✦ Front load brand and key messaging to capture attention
✦ Build to Surprise and delight
✦ People gaze 5x longer at video than at static content and 40% longer
at 360 video than standard video
Why it Matters?
What is it?
Discover how five factors driving the rise of mobile video viewing can help make your brand visually irresistible.
Source

9. 9
Travel: Tracking the Path to Purchase
✦ Facebook analyzed the average Path to Purchase
for Travel
✦ 116 minutes spent over 43 days
✦ During trip-planning period, travelers spent 5X
more time on Facebook than on travel-related
apps, sites, and searches
✦ 73% of users research trips on Mobile
✦ 40% of users are inspired by travel stories
✦ 59% said that online videos can inspire them to
visit a new place
✦ Facebook is a key channel for travel discovery
✦ Instagram has over 158MM posts with #travel
✦ Travel brands can leverage robust targeting, dynamic
ad options, and a rich collection of travel and
purchase intent data to efficiently convert prospects
Why it Matters?
What is it?
Source

10. Updates

11. 11
Facebook: Collections
✦ A new mobile-only Newsfeed ad unit that incorporates
video, product images, and even Canvas-style
elements, within a single post
✦ Advertisers can either select up to four products to be
featured or let Facebook auto-optimize from their
existing product feed
✦ Upon clicking, advertisers can include up to 50
products in the catalog display
✦ New format for retailers to easily showcase products
✦ Tap into popularity of video content driving response
✦ According to Facebook, 75% of consumers say that
watching a video on social media influences their
purchasing decision
Why it Matters?
What is it?
Source
Catalog display Brand’s website or appNewsfeed video ad

12. 12
Facebook: Stories, Direct, and Day
Why it Matters?
What is it?
Source #1
Messenger DayFacebook Stories Facebook Direct
✦ “Stories are the new News Feed” -TechCrunch
✦ No longer a format, but instead a distribution channel
✦ Potential for advertising capabilities similar to Snapchat
and Instagram stories
✦ Facebook Stories appears on the Facebook app, and
is a running diary that expires after 24 hours, like
Snapchat and Instagram
✦ Facebook Direct is similar to Snapchat’s direct
messages in that you can share photos and videos with
one or multiple friends. You can also reply to a story
✦ Messenger Day is the same Stories feature for
Messenger. You can also add photos or videos from
private conversations to your “Day”
Example:
Facebook Mask
Source #2

13. 13
Instagram: Carousel & Shoppable Posts
✦ Instagram is extending its carousel format to organic posts and
expanding it to include 10 photos or videos for both
✦ Instagram will allow you to manually arrange units or auto-optimize
order based on content performance
———————————————————————————————————————————————————
✦ Instagram Shoppable is available organically and there is a new self-
service managing tool for brands with uploaded product catalogs
✦ Posts include the option to click a product for a more detailed item
description and pricing with links directly to retailer’s e-commerce
platform
✦ Allows brands to share longer form content via storytelling
mechanisms
———————————————————————————————————————————————————
✦ An in-app shopping experience making it easy for users to
learn about and consider products
✦ Soon brands will be able to tag products for sale within
Instagram’s app, like how people tag their friends in photos
Why it Matters?
What is it?
Source #2Source #1
Instagram adds an icon to
the posts’ thumbnail to
identify them as a carousel
Carousel Shoppable Posts

14. 14
Linkedin: Matched Audiences
✦ New website and email targeting program available to
all advertisers buying via Insertion Order
✦ Already offered on Facebook, Google, Twitter, and Pinterest
✦ Builds off up previously announced conversion tracking via the
Linkedin Insights Tag
✦ Target ads based on site activity and email databases
✦ Partner with Marketo, Eloqua, and LiveRamp
✦ Can be used with Sponsored Updates and inMail
✦ Can be combined with standard targeting options like
location, job title, seniority, etc..
✦ While LinkedIn is catching up to other social
platforms’ advertising offerings, they still have a
unique advantage with differentiated contextual
advertising against the business mindset
Why it Matters?
What is it?
Source

15. 15
Pinterest: Search Ads
✦ Their first paid search product now available to more advertisers,
like Target, Garnier, and eBay
✦ Search Ads will include:
✦ Keyword campaigns
✦ Shopping campaigns via product feed
✦ Advertisers can pay for: Impressions, Clicks, or Engagement
Why it Matters?
What is it?
Source
✦ 55% of users are using the platform to plan, discover, and shop
✦ Its 150MM users are conducting 2B searches every month
✦ 97% of the platform’s top searches last year were non-branded
✦ Position your brand in the consumer’s mind when they’re
searching for a product and not a specific brand
✦ Promoted pins drive 5x more incremental in-store sales than ads
on other platforms

16. 16
Pinterest: Lens
✦ Virtual discovery tool that places real-world
objects from a user’s camera in a digital context
✦ Lens will automatically pick apart the objects in
an image
✦ Gives users the ability to search for related
elements
✦ Launched in beta on iOS (Feb. 2017)
Why it Matters?
What is it?
Source
✦ Pinterest continues to advance visual search
and capitalize on “micromoments”
✦ Able to capture the brief moment that a customer
might want to make an impulse purchase
✦ Opportunity to promote your product relating to
what the user is searching for through the Lens
tool

17. 17
Snapchat: Updates
✦ Snapchat uses their own platform to share platform
insights and updates
✦ Product Updates: Groups, Lenses, Search
✦ Shazam integration: Hold screen to identify song
✦ Ad Updates: Max Reach, Goal based bidding,
Oracle partnership
✦ Case: Bud Light Snap game
✦ Stats: 158MM users spend nearly 30 min per day
Why it Matters?
What is it?
Source
✦ Fun way to access the latest and most
important updates from Snapchat
✦ Allows users to interact with top performing
content and glean relevant insights for activation
on the platform

18. Inspiration

19. 19
AirBnB: Oscars #LiveInTheMovie Campaign
✦ Smart way to engage users with simple, relevant
content during live events
✦ Leveraged mobile friendly 1:1 video format
✦ Quick participation with an incentive/reward
Why it Matters?
What is it?
Source
✦ A Twitter based social campaign to complement
their TV spot that ran during the 2017 Academy
Awards
✦ Encouraged viewers to share the movie they’d
most like to “live in”
✦ Community Managers responded with a real and
relevant AirBnB

20. 20
Bacardi: InstantDJ
✦ Interactive hack that could be replicated across all
available Stories platforms
✦ Reinforces the brand’s commitment to music
✦ Nielsen found that Instagram users spend 30% more
time listening to music weekly, and they spend two
times more on music tickets and merchandise when
compared to the rest of the population
Why it Matters?
What is it?
Source
✦ Clever use of Instagram Stories
✦ An interactive experience that lets the user
become a DJ via their phone using the skip back
and forth function to allow the user to skip
between short clips of DJ scratches and loops on
a pair of turntables
✦ They can control the turntables with their thumbs
to create their own scratch DJ set

21. Intelligence

22. 22
Crowd Capture
✦ A proprietary technology built by Social.Lab to
capture, manage and analyze audiences
✦ A tracker is appended to the url used in the
content
✦ Allows brands to isolate traffic from their content
when creating audiences for re-engagement
✦ Can be implemented across in any digital content
with a live url
Why it Matters?
What is it?
✦ Allows you to better track actions and offer more
opportunities for audience nurturing
✦ Can be used to capture information like Audience,
Format, Theme, Product, CTA, etc…
Contact Social.Lab for more info

23. 23
Infomous: Free Social Listening
✦ A FREE real-time interactive word clouds that gives
a visual snapshot of what’s trending, and lets you
explore what is relevant in a simple, intuitive way
✦ See what's happening in today's news, follow the
latest social trends, find the information you were
searching for
✦ It summarizes the content of one or more feeds
and displays the relative relationships of the words
to each other
Why it Matters?
What is it?
✦ A quick way to visualize real-time conversations,
searches, and news
✦ Interactive display lends it self well to discovery
and exploration
✦ Customizable feeds and queries
Source

24. ThankYou!
For more information,
contact Paolo Sintobin
paolo.sintobin@ogilvy.com

25. Questions?
Paolo Sintobin
Associate Director
Social.Lab NYC
Thomas Crampton
Global Managing Director
Social@Ogilvy

26. 26
Coca Cola: Uber Truck
✦ Great example of UGC driven personalization
✦ Reached 2.9MM people across Facebook &
Instagram
✦ +13pt Ad Recall
✦ +18pt Favorability
Why it Matters?
What is it?
Source
✦ Coca-Cola partnered with Uber to reach and
engage Teens & Young Adults
✦ Reintroduced iconic Christmas Truck with an
interactive LED screen that featured user generated
“Christmas wishes”
✦ Teased on TV, Facebook, and Instagram
✦ Integrated across Uber’s app and social channels
✦ Used Snapchat & Instagram Stories for Live content