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Pick a player nameWin big prizes

If you like the quiz then our “Simply The Best” workshop this afternoon will be even better

Maintaining a strong relationship with your brand

Feed information to your customers

Brand presence

Content marketing

Longer conversion period

Granular targeting methods

Creative & engaging ad formats

Instant results

Reaches new audiences

Shorter conversion period

Consider integral part of the conversion funnel

Organic post overload

January 2016 - mid-July 2016, publishers’ Facebook

Pages have experienced a 52% decline in organic reach,

according to social publishing tool SocialFlow

Mainly due to Facebook’s updated algorithm to shift the

balance of what is seen – prioritising content from friends

over brand publications

Therefore paid advertising on social platforms is being

used to make up for this shortfall

Increase in social

media ad spend YoY

Source: http://socialmedialondon.co.uk/digital-social-mobile-statistics-2015/

Active mobile social

accounts in 2015

worldwide

Social network ad spend expected to reach $35.98 billion by 2017, representing 16% of all digital ad spending globally

Social media advertising grew by 55% in 2015 to $10.9 billion

http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357

http://adage.com/article/digital/iab-digital-advertising-generated-60-billion-2016/303650/

Founded 2004 by Mark Zuckerberg

1.18 billion daily active users on averagefor September 2016

1.66 billion monthly mobile users as ofSeptember 2016

More than 1 million SMEs advertisingthrough Facebook & an estimated yearlyspend of $100 million by largercompanies*

*2015 - https://smallbiztrends.com

Single Image Video Carousel

Auction based model - fits any budget, you choose budget and audience

Formats: Single Image, Carousel & Video

Images: https://www.facebook.com/business

Various calls to action to suit your business:

Targeted ads to reach different audiences:

Custom audiences: find your existing customers on Facebook usinga customer contact list, website traffic or activity in your app

Lookalike audiences: find more people who are similar to your best

customers

Target by: location, demographic, interests, behaviours,connections, Partner Categories (provided by Facebook’s third-party data partners – can target people based on offlinebehaviours)

Apply Now

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Earlier this year Facebook launched Canvas “an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products”

Ads designed for mobile available on Android & iOS

A combination of videos, still images and call-to-action buttons

Users swipe through a carousel of images, tilt to view panoramic images and zoom to view images in detail

Advertisers have complete creative control

Created by Kevin Systrom and Mike Krieger

Launched in October 2010

Bought by Facebook in September 2012

500m+ monthly actives, 300m+ daily actives, 4.2b likes daily, 95m+ daily posts

All about visual sharing

To compete with Twitter’s Vine, Instagram released a 15 second video component to their platform on June 20, 2013. Within the first 24 hours, 5 million videos were uploaded.

Very similar to Facebook

In order to run ads on Instagram, you need a Facebook Page

Photo, video & carousel formats

Ads purchased and managed through Facebook’s self-serve interfaces (Ads Manager & Power Editor)

Instagram has recently introduced a new shopping feature

Helps users identify and purchase products in photos frombrands in their feeds

Does not allow you to make an actual purchase within the app

Selected partners can include a “Tap to view products” icon

1 tap the icon brings up tags next to each item showing productinformation and price,

2 taps loads a product page inside Instagram with moreinformation

To complete a purchase, Instagram will send users to the purchasepage on the retailer’s mobile website or app Source: http://www.recode.net/2016/11/1/13478838/instagram-

shopping-commerce-brands-discovering

List of partners includes brands such as Abercrombie, Kate Spadeand Macy’s

Retailers are not currently paying Instagram to take part in theshopping test

Shopping features will not be included in Instagram Ads…for now

Both Twitter and Facebook have previously introduced a “Buy”feature within their apps, only to later remove it

Test only including a small group of iOS users in the US to beginwith

Source: http://www.recode.net/2016/11/1/13478838/instagram-

shopping-commerce-brands-discovering

Founded 2006

Founders: Jack Dorsey, Evan Williams, Biz Stone& Noah Glass

A global platform for public self-expression andconversation, in 140 characters, in real time

313m monthly active users

82% active users on mobile

40+ languages supported

Promoted Tweets – ordinary tweets purchased by advertisers to reach a wider group of users or to

encourage engagement from their current followers

Promoted Accounts – suggested accounts people don’t currently follow and may find interesting

Promoted Trends – users see time-, context-, and event-sensitive trends promoted by advertisers

Pay-per-link-click model

Promoted Tweet

Promoted Account

Promoted Trend

‘The world’s catalogue of ideas’

Privately held company - owned by Benjamin Silberman, Paul Sciarraand Evan Sharp

Managed by Cold Brew Labs, Inc. - a company that Silbermann andSciarra founded in March 2010

Validated at $11 billion

Available in 30+ languages

300 million Fashion Boards

180 million Food/Drink Boards

130 million Home Décor Boards

30 million Education Boards

Promoted Pins - just like normal Pins, only you pay tohave them seen by more people

Auction based – enter your maximum CPC bid

They’re native ad units that help people discover andsave ideas

You must have a US, CA, or UK - based businessaccount to use Promoted Pins

Promoted Pins drive traffic back to your websitewhere Pinners can take action

2 Goal Options:

Boost engagement with your pins: Track audience’s signals of intent – charged for each engagement on yourpin (closeup, repin, click)

Get traffic to your website: Send a motivated audience to your content – charged for clicks to your website

Business & employment-oriented socialnetwork

Founded by Reid Hoffman, Allen Blue,Konstantin Guericke, Eric Ly and Jean-Luc Vaillant

Officially launched on May 5, 2003

Available in 24 languages

B2B

Minimum CPC of $2

There are 2 main ad placements:

Sponsored Content (on desktop, mobile & tablet) - Native in stream ad that looks like a Linkedin post

Text ads (only on desktop) –Right hand side & along the top

Pricing = pay-per-click (CPC) or pay-per-1,000 impressions (CPM)

Minimum costs are:$10 daily budget per campaign.$10 total budget per campaign (an optional feature for Sponsored Content).$2 minimum bid (for CPC or CPM).

Targeting by:

Google Company

Launched May 2005

More than 1 billion users

Available in 70+ countries and 60+ languages

More than half of YouTube views come from mobile devices

On mobile, the average viewing session is now more than 40minutes

Pre-roll video ads – appear before other videos

Other video ads – appear beside playing videos and in search results

Cost: you control your daily budget and you only pay when someone engages with you ad– don’t pay if they skip before 30 seconds (or the end)

Targeting by demographic, interests, topics, keywords, placements and remarketing lists

Link your YouTube account to your AdWords account to create custom audiences

Track your ads with YouTube’s built-in Analytics

Interactive ads – allows viewers to further engage with your brandE.g. Call-to-action overlays generating clicks to website & shopping cards with productdetails from linked Merchant Centre

Founded 2011by Co-Founders Evan Spiegel & RobertMurphy

Formerly known as Snapchat Inc. but became Snap Inc. inSept 2016. Based in Venice, California

Current valuation is approximately $18 billion

Text and photo based messaging application

Daily views increased by 400% between May 2015 – May2016

By May 2017, Snapchat will surpass 18 billion daily videoviews

Snapchat’s video views are now greater than Facebook’s

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-

need-to-know/#gs.fIlAILM

60% of all smartphone users are now on Snapchat of which millennials account for 70%

More users than Twitter

500 million Snapchat stories a day

Users spend on average 25-30 minutes a day on Snapchat

Snapchat launched its advertising service, 3V, in 2015

Snapchat ads are viewed anywhere between 500,000

to a million times a day

Recently expanded their advertising options and now

allow marketers to make purchases through the app

Targeting: CEO Evan Spiegel has previously expressed

how the app is against “creepy” targeted advertising

Targeting options by gender, age, device, location &

context (e.g. specific publisher or audience “bundles”

grouped by theme)

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-

need-to-know/#gs.fIlAILM

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-

need-to-know/#gs.fIlAILM

• SNAP ADS:

• 10 second, vertical, full screen video ad that appears in

the context of other snaps.

• Swipe up option to see more

• Swipe-up rate for Snapchat is 5x higher than the average

CTR on comparable platforms

• SPONSORED GEOFILTERS:

• Special filters users can apply to their snaps

• When users are in the location(s) of your choice, your

Geofilter explains where, when and why they took the

snap

• SPONSORED LENSES:• Brand activation offers a “play time” where the users

spend time playing with the interactive ad you’ve created

• Some include prompts like “raise your eyebrows” to

trigger an animation

• DISCOVER• A section of Snapchat that hosts new content from publishers

• Not on native landing page, must be accessed through Discover or

Stories pages

• Advertisers can take over all ad space or own a 10 second segment

of a publisher’s Discovery Story

• Best suited to advertisers looking to fuel national awareness

• Pricing determined by view count cost per view = $0.02

• LIVE STORY• A series of user-submitted content documenting major events and

themes

• Advertisers can opt to take over all ad space or sponsor 10-second

segments of a Live Story

• Signified by an “ad” watermark on the video and are active for 24

hours

Barry Madge, Manor House Hotel

Using Facebook’s powerful audience targeting

and ad formats, SearchStar created campaigns

for family and golf breaks. The targeting included

breaking out campaigns by parent age-bands,

ages of children, competitor and golfing interests.

Carousel ads were created with engaging and

appealing imagery, while tailored landing pages

were set up to ensure each audience segment

had the most relevant information to them.

SearchStar suggested a running social ads on

Facebook and Twitter to increase website visits

and bookings during their peak booking period.

Facebook running prospecting and remarketing

campaigns with both image and video ads. We

also ran a campaign to drive Page Likes.

Twitter running prospecting and remarketing with

both video and image ads. We also ran a re-

engagement campaign targeting users that had

interacted with the prospecting video, encouraging

them to visit the site and book a villa. Lisa Leggate, To Tuscany

Between 1 January – 29 February 2016

Initial campaigns were set up on Facebook

encouraging recent site visitors to book,

However, we quickly found the conversion rate to

be lower than other marketing channels.

In order to increase conversion we suggested

running a four-week promotion remarketing

offering a discount on any parking booked through

Facebook. With the introduction of a promo

code, 5% less budget was spent while delivering

a 1741% increase in bookings. Facebook is now

a much more significant contributor to total

monthly sales and revenue for the car park.

Alec Hodgson, Edinburgh Airport

Go to www.kahoot.it on your mobile deviceEnter the PIN code

Pick a player nameWin big prizes

Reliable Analytics Account set up

Social traffic sources correctly ‘tagged’

Use the Analytics reports

Understand how social appears in your journeys