What's Next: State of Social 9
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The document discusses the evolving landscape of social media and its impact on brand-consumer interactions, emphasizing the need for brands to adapt to changes in user engagement and technology. It highlights new features and tools introduced by major platforms such as Facebook, Instagram, YouTube, and Twitter, along with the importance of transparency and social purpose in maintaining brand relevance. Additionally, it showcases innovative marketing examples from brands like EasyJet and Nike that effectively connect with consumers using social platforms.
What's Next: State of Social 9
- 1. Powered by What’s Next: State of Social Session #9 October 2018
- 2. Welcome José Arteaga Creative Digital Strategist Ogilvy Consulting Chris Walts Social Strategy Director Ogilvy Katie Chapin Murphy Creative Agency Partner Facebook
- 3. Tell us where you are dialing in from! What’s the weather like in your city?
- 4. Do you 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
- 5. State of Social Session #9 Chris Walts Social Strategy Director
- 6. 1 FACILITATING A MORE CONNECTED SOCIETY 2 THE EVOLUTION OF AR 3 CREATIVE INSPIRATION 4 REIMAGINING THE BRAND-CONSUMER INTERACTION AGENDA
- 7. STATE OF SOCIAL #9 REIMAGINING THE BRAND-CONSUMER INTERACTION
- 8. REIMAGINING THE BRAND-CONSUMER INTERACTION What it is • Social platforms are continuing to evolve their user experiences to keep people engaged on their platforms for longer in line with mobile consumption habits and emerging formats. • As people are connecting more via causal chat, brands are being given more ‘personhood’ to join the conversations. • The full marketing funnel is being made socially frictionless. • Marketers are getting a more consistent suite of tools across platforms to prove ROI. Why it matters • Social platforms are people’s window into and increasingly how they journey through the wider internet. As the platforms continue to remove the amount of steps to sales, the distance from inspiration to purchase is becoming increasingly small. Brands need focus on people based planning to work out how to best capture the low hanging sales fruit and then use the wider marketing suite to bring other consumers on the journey.
- 9. WHAT’S NEW: FACEBOOK Small business pages have been redesigned. Source Canvas ads have been renamed to “Instant Experiences” and now have pixel capabilities built into the product. First party cookie option for ads is also coming soon. Source and Source Premiers posts have been launched. Source Support has rolled out for 3D photos. Source AR ads have launched. Source Stories Ads ads have launched. Source
- 10. WHAT’S NEW: FACEBOOK GROUPS, WHATSAPP AND INSTAGRAM Groups can launch up to 250-person chatrooms. Source Pages can now join groups. Source WhatsApp launched improved business tools. Source Instagram launched shoppable Stories. Source
- 11. WHAT’S NEW: YOUTUBE Soon you’ll be able to make video ads more actionable with a greater variety of ad extensions. Source Soon you’ll be able to make video ads more actionable with a greater variety of ad extensions. Source YouTube appears to be shifting to non-skippable ads as their preferred ad format. Source YouTube introduced channel memberships, merchandise and premieres. Source YouTube has started embracing hashtags. Source Vertical ads are coming to YouTube. Source
- 12. WHAT’S NEW: TWITTER, PINTEREST AND SNAPCHAT Twitter has launched event pages for episodes. Source Pinterest is opening up APU access to better facilitate influencer marketing. Source Snapchat has rolled out a major update to its Ads Manager. Source
- 13. STATE OF SOCIAL #9 FACILITATING A MORE CONNECTED SOCIETY
- 14. FACILITATING A MORE CONNECTED SOCIETY What it is • As society is redefining itself through online connections, transparency, validity, parity, and social purpose are becoming the watchwords for social platforms. • Social platforms are increasingly looking for new ways to connect people in more fulfilling ways. Why it matters • Social platforms are feeling the consumer backlash that many brands have started to experience over the last few years reinforcing the need for brands to have a point of view to remain culturally relevant. • Ad transparency is becoming increasingly important and brands should be mindful of how their targeting could be perceived by the public. It’s also worth considering how to use the transparency for competitor intelligence. • Consumers are looking to communicate in smaller groups which could have an impact on how brands design their loyalty schemes moving forward.
- 15. CONNECTING ON: FACEBOOK AND INSTAGRAM Facebook launched it’s ad transparency tool. Source Facebook launched a mentorship programme within groups. Source Facebook is going to ban misinformation on voting in upcoming US election. Source Instagram launched the questions sticker. Source Instagram launched DM polls. Source Instagram launched Nametags. Source
- 16. WHAT’S NEW: TWITTER, PINTEREST AND SNAPCHAT Google launched Cameos, a video Q&A app for celebs and public figures. Source YouTube is focusing on building a better new experience. Source Twitter levels emoji character count. Source.
- 17. STATE OF SOCIAL #9 THE EVOLUTION OF AR
- 18. THE EVOLUTION OF AR What it is • Although VR has received most of the hype, AR is poised to be Tech’s next big thing. All of the big platforms (Facebook, Google, Amazon, and Snap) are fighting to become the de facto leader in the space. • Augmented Reality is expected to have 1 billion users by 2020 with the marketing being work $90B USD Why it matters • As a society, we are becoming steadily more visual in how we consume information. As text search is starting to wane, voice and visual search will begin to take over. • One of the biggest selling points (especially for younger consumers) is convenience and AR can take convenience to a whole new level. • For brands, AR also can help cut the bricks and motor cost replacing them with an easier to manage (from a financing point of view) tech stack.
- 19. THE EVOLUTION OF AR: FACEBOOK Facebook has rebranded its AR Camera Effects platform as Spark AR studio and is expanding the program to Instagram. Source L’Oreal’s Modiface lauched a long term AR partnership with Facebook. Source
- 20. THE EVOLUTION OF AR: SNAPCHAT Snapchat's visual search tool now lets people find and buy products on Amazon. Source Snapchat now has voice controllable Lenses. Source
- 21. STATE OF SOCIAL #9 CREATIVE INSPIRATION
- 22. EASY JET - LOOK & BOOK: INSTAGRAM What it is • A new search function in the easy jet search app that allows people to look for flights based on Instagram images. • The app uses image-recognition techniques to pinpoint the photo's location, and the Microsoft Azure APIs to auto-complete the booking fields. Why it matters • Younger audiences want quicker, faster, and right now fulfilment of their impulses. • The functionality creates a more frictionless experience between travel inspiration and booking. It also takes the leg work out of figuring out which airport is closest to where the customer wants to go. • Brands need to find easier ways to take customers on shorter use journeys from inspiration to purchase.
- 23. NIKE - COLIN KAEPERNICK: TV, PRINT AND SOCIAL What it is • Nike chose to partner with ‘controversial’ American football player Colin Kaepernick to commemorate the 30th anniversary of their ‘Just Do It’ campaign. • Kaepernick appeared in a TV spot and a print ad championing a riff on the Nike slogan: “Believe in something. Even if it means sacrificing everything. Just Do It.” The sacrifice in question is a reference to Kaepernick’s kneeling protests against police brutality before NFL games. • It was a brand risk and a business risk, but it drew a clear line in the sand on where they stood as a company on an issue that was dividing the opinions of a nation. Why it matters • Nike demonstrates the commercial benefits of taking a stand • Following the initial outrage the anger has dissipated, the fair weather fans may be lost but conversations about Nike continue centred on a subject that truly resonates with the audience. Still a recently launched campaign, the commercial benefits are already apparent with sales growing 31% from Sunday through Tuesday over Labor Day this year and stock rising 5%.
- 24. DIRECT TV - MINI VARSKY: TWITTER What it is • The wisdom of the best Latin American football journalists straight into the ears of those who know nothing about football. • Ogilvy created a special device so people who didn’t know anything about footfall could be get football commentary from a football expert powered by Twitter. Why it matters • It’s a clever brand stunt that taps into and adds to football conversations. • It’s powered by social so even people without the device can still engage with the campaign and conversation where people are actively speaking about the games.
- 25. STATE OF SOCIAL #9 UPDATES FROM FACEBOOK For questions about Facebook’s latest updates, please contact [email protected]
- 26. Questions? José Arteaga Creative Digital Strategist Ogilvy Consulting Chris Walts Social Strategy Director Ogilvy Katie Chapin Murphy Creative Agency Partner Facebook
- 27. Thank you.