paid social playbook overview and best practice campaign pilot examples

PAID SOCIAL PLAYBOOK

OVERVIEW AND BEST

PRACTICE / CAMPAIGN PILOT

EXAMPLES Ashley Shaffer

iProspect

[email protected]

*If you have questions, please feel free to use the webinar chat feature

mailto:[email protected]

Agenda

• Paid social media playbook overview and highlights

• FMP social management platform update and evaluation criteria review

• Q4 2015 paid social media case studies


Global Paid Social Media Playbook Overview

In Q1 of 2016 we updated the Paid Social

Media Playbook to provide updated best

practices, strategies, and platform overviews.

This playbook includes the following:

• Overview of social media: paid – owned - earned

• Key considerations for launching a new Paid Social

campaign and Paid Social planning framework

• Publishers review of the following platforms:

• Paid Social case studies from the globe *If you have questions, please feel free to use the webinar chat feature

Global Paid Social Media Playbook Highlights

Paid social alignment to objectives & the decline of organic reach

Paid social strategies , planning & support

Social platform basics Ad units by objective

Paid social promotion tactics

Standardized KPIs


Global Materials Distribution Process

The paid social playbook, and similar documents, are shared with the

iProspect global regional leads in each hub who then distribute down to the

local markets.

iP global central

team iP global regional

lead iP local market

This process has been standardized across all teams, and documents and

materials are shared on an on-going basis – following this structure.


FMP Paid Social Media Evaluation Update

Currently, a limited number* of US accounts are on the Kenshoo Social

platform as we continue to evaluate key players in the FMP space.

At this time, we are also working closely with 4C, Brand Networks and

Sprinklr to further review their capabilities and establish potential demos

within the next 3-4 weeks.

Planned timing to complete FMP evaluation: End of Q2 2016 *US Chevrolet and non-divisional brands only


FMP Paid Social Media Evaluation Requirements

Platform requirements are structured to ensure client and agency needs are

addressed and integrate into the existing global marketing and data

ecosystem

Evaluation Criteria Platform Key Considerations

Client & Agency Needs

Product Features

Overall

Support

Price

Integrations & Marketing

Ecosystem

Reporting, Analytics and

Tracking

Supported Platforms &

Capabilities

Workflow, UI and Gained

Efficiencies *If you have questions, please feel free to use the webinar chat feature

Global Paid Social Case Studies


Facebook Lead Generation Unit

•Broad targeting allows for increased cost efficiencies

KEY TAKEAWAY

•Leveraged Facebook’s Lead Generation ad unit to capture leads with minimal requirements from user

Overview

•Most efficient CPL was achieved with broad targeting

•General creative did not align with a specific subgroup of targeting

Observations

•For campaigns with general in-market creative, target broad audiences as it sees better performance compared to specific interest targeting

Recommendation & Next Steps

1 2

3 4

Facebook Carousel

•Facebook Carousel Ads generated stronger CPL and website CTR while promoting messages specific to each nameplate

KEY TAKEAWAY

•Utilized Facebook Carousel unit to promote specific messaging

Overview

•Generated 63 leads at an efficient CPL

Observations

•Continue using Carousel ad for promotions that need to drive to different pages or highlight specific vehicle features


Website CTR CPL

35% Increase Compared to standard photo

post ad

66% lower Compared to Standard photo

post ad

Unit Leads

Carousel ad 63 Leads

Standard Photo

Post ad 38 leads

Facebook Carousel

•Leverage Facebook carousel Ads to tell a story through visually appealing images

KEY TAKEAWAY

•Leveraged Facebook Carousel Ad to support professions service centers by providing consumers with car care tips to prepare for winter weather needs

Overview

•Carousel ad units outperformed standard link posts driving a 2.3% CTR vs. 1.1% CTR

•Drove 50% more link clicks despite having 15% less impressions

Observations

•Leverage Facebook Carousel Ad Units to “Tell a Story” through visually appealing images


Facebook Persona Test

•Continue to test to determine if this strategy should be used consistently or for vehicles with a niche target market

KEY TAKEAWAY

•Determine the effectiveness of serving ads on Facebook to a collective target that relates to the Camaro media approach’s “Josh” persona*

•This target included a set of interest, in-market audiences, age and gender attributes

Overview

•Josh persona outperformed in-market audience

•14% lower CPO and 26% lower CPC than Chevrolet in-market benchmark

Observations

•Continue to test Persona targeting in accordance with media plans with the goal of fine-tuning the mix of interest and in-market ad sets; determine if this strategy should be used consistently or only for vehicles with a niche/highly unique target market


*Josh persona: 67% male,

42% female, educated and

enjoys staying active through

exercise. Ambitious, into his

own appearance which he

expresses through his style.

Twitter Audience Platform

•Twitter Audience Platform (TAP) generates large audience reach and delivers strong performance for Twitter ‘Click to Website’ campaigns

KEY TAKEAWAY

•TAP expands the reach of social messaging by showing ‘Click to Website’ content on a large network of mobile apps enabling the audience to interact with social content outside of Twitter

•Unit is full screen on mobile devices and contains a call to action button to that drives users to your website

Overview

•CTR was 6 times higher and CPC was less than half that of standard Twitter campaigns

Observations

•Recommend testing website outcome performance for TAP campaigns and comparing with standard campaigns.


Example of how the

TAP placement

appears

Sequential Social Campaign

•Continue to leverage video and tweet remarketing features within social platforms

KEY TAKEAWAY

•Implemented ‘Sequential Remarketing’ strategy*:

•1) A micro moment which contains a 5-10 second video

•2) A 30-60 seconds of pre-roll video optimized to break through in the first 3 seconds

•3) The final moment executed via multi-product ad that contains the full suite of services from the brand

Overview

•Nielson brand study results:

•Sequential messaging drove +9pts lift in ad recall on Facebook and +6-ts lift ad recall on Twitter among exposed users

Observations

•Continue to leverage video and tweet remarketing features within social platforms


Long Form Video

Cinemagraph

Carousel

*Full overview of Sequential Remarketing strategy available upon request

1

2

3

Instagram In-Market Segment

•Although it used the same targeting, Instagram did not perform as strongly as Facebook mobile for Segment

KEY TAKEAWAY

•Tested Instagram to determine if the platform could be used as a complement to paid social in-market segment initiatives

Overview

•For a 1:1 comparison, Facebook was split into desktop and mobile placement

•Instagram CPO was more than 8x higher than Facebook and CTR was nearly 75% lower

•Outcome rate was less than 1%

Observations

•Do not use Instagram as an automatic supplement to paid social segment campaigns


THANK YOU

Ashley Shaffer

iProspect

[email protected]


mailto:[email protected]

Data & Analytics

paid social playbook overview and best practice campaign pilot examples