Digital update about the Facebook Timeline Changes for brands, Youtube in Belgium, Spotify in Belgium and what LinkedIn has to offer for advertising.

1. D I G I T A L
U P D A T E
FOR LAEKEN UNIVERSITY

2. CONTENTS
1 FACEBOOK TIMELINE CHANGES
2 YOUTUBE BRANDING POSSIBILITIES
3 SPOTIFY FOR CREATIVES
4 LINKEDIN POSSIBILITIES
2

3. FACEBOOK TIMELINE CHANGES

4. =

5. FACEBOOK PAGES ARE ABOUT TO CHANGE.
THOROUGHLY.

6. a fresh start no more welcome friends first

7. Cover Photo
Profile Picture
Views & apps
More views & apps

8. New navigation <> Tabs
Apps are now wider
Impossible to set as landing page

9. Friend activity

10. pinned highlight milestone

11. Pinned post appearing
at top of your page

12. Larger story format for
starred posts

13. Highlight important
moments in your history
by creating milestones

14. edit posts messages insights

16. change post date at any time

17. Private message

18. Open Insights

19. TIMELINE CHANGES CONTENT STRATEGIES

21. for

22. The Cover Photo cannot contain
• Price or purchase information (such as “40% off” or “Download it on our site”)
• Contact info such as web address, email, mailing address or info for the About section.
• References to user interface elements, such as Like and Share.
• Calls to action, such as “Get it Now” or “Tell Your Friends”

26. But can not be targeted
per language

29. THE MARKETING HOLY GRAIL OF
“WORD OF MOUTH” – AT SCALE.

30. Two possibilities
Marketplace*Ads Premium*Ads
= self service = via account manager
no minimum budget minimum 15K budget required
up to 6 competitors together on page premium positions
no use of reach generator use of reach generator possible

31. fan’s homepage
Reach 75% of your fans
ar basis
nt with your
s) by 2x4
hat show
cking
ients. Please reach
may vary. Before Reach Generator After Reach Generator
ze reach. Posting too frequently reduces the amount of time needed to

32. about reach & impressions
80% more likely to
be remembered
Significant
increase in
purchase intent
40% higher
involvement
16% increase in
fan rate

33. 1. Post on your page (status updates, photos,
videos, links, questions, events)
2. Promote it to get your message out.
You can target it to any segment of the
Facebook user base (fans, non-fans, any
targeting clusters desired)
3. Show enhanced social context for friends of
your page’s fans
4. Provide more points of engagement for fans.
Fans see expanded interface below ad (like,
comment)

36. Things to remember
Facebook Timeline is here for businesses from March 30.
This is not just a visual update, but requires another content approach.
It is like telling the story of your life, as a brand.
Some things will stop functioning (landing tabs),
other things are new and improved (messages).
Facebook Ads are improved and the reach generator for premium
allows brands to reach 75% of your fans.
Broad targeting allows for more than pure demographic targeting.

37. YOUTUBE BRANDING POSSIBILITIES

38. 66% 2,2M 1M
uses YouTube homepage UV per day
weekly impressions per day on home

39. 81%
69% 68% 66% 65%
58%
40%

40. CHANNELS ARE A BRAND’S BEST FRIEND

41. (normal)*Brand*Channel

42. Basic*Brand*Channel

43. Advanced*Brand*Channel

44. Premium*Brand*Channel

45. SMART BANNER ADS FOR SALE

46. Following the full YouTube journey
Web
Enter Discover Watch Interact
Homepage formats Search Page formats Watch Page formats Channels
Exclusivity for 24 hours Promote your videos Pre Roll advertising Create your video destination

47. TrueView In Search

49. Local*Connect*Ads
http://www.richmediagallery.com/

50. Live*Stream*Ads
http://www.richmediagallery.com/

51. In*Game*Ads
http://www.richmediagallery.com/

52. CreaFve*Use*of*AnnotaFons
http://www.youtube.com/watch?v=G96sxmrJMOg

53. Something*Special*(Less*YT*related)
http://clikthis.com/

54. Things to remember
YouTube reaches 66% of the Belgian population.
It has the possibility for standard ads. Creativity is what you come up with.
Branded channels range from free to extremely expensive ;-)
Advertising can be done via a CPC/self managed or a CPM/sales person model.

55. SPOTIFY FOR CREATIVES

57. 6 0.000 Belgians
listened to the playlist
Alex Norstr öm and Christian Wilsson
otify.
“Oldies but goodies” on Sp
Single Dru Hill, Redman
How Deep is your Love -
e Radio Mix SWV
Right Here - Human Natur
98% of them Facebook
Kelly
Down Low Double Life R.
er
If Your Out There John Leg
See More
4 hours ago via Spotify

58. THE UN-TRADITIONAL TRADITIONALS

59. Billboard
Audio Build impact Display
Build emotion and drive traffic
HP Takeover Lightbox
Make Spotify branded Interactive video/gaming format MPU on the HP

60. AUDIO SPOT
Guaranteed contact
Display ad linked
Clickable Cover art Clickable text link
Audio Spot

61. DISPLAY BANNERS
Never 2 ads at the same time
Ad only appears when user is active

62. BILLBOARD
Screensaver format
Appears after 5 min of inactivity
Moves to display ad once active

63. HOMEPAGE TAKEOVER

64. LIGHTBOX
Activated when user clicks ad
Video/live streaming/games

65. WHERE REAL CREATIVITY HIDES

66. SPOTIFY API INTEGRATIONS
Use music as a brand
Only rights free if it’s via user generated playlists (+40 songs)
Unlimited access to whole music database
Search in artist, song title, album title
Integration within Spotify, with Facebook, on mobile etc allowed

68. Radio spot
Brand Playlist

70. Things to remember
Spotify is still small in Belgium (600K people), but growing fast.
Almost everyone has a Facebook account (and is connected).
It allows brands to work on their branding / image via traditional ad formats.
The Audio Spot is said to work best, together with the Homepage Takeover.
True creativity is when you use the API properly.

71. LINKEDIN POSSIBILITIES

72. 1,102,202 members in Belgium

73. Vice Presidents, Directors,
Owners, Managers
278,757
Belgium

74. WHAT PEOPLE REALLY DO ON LINKEDIN

75. LinkedIn Company Pages
Company
status update
Follow
company
Company
overview
Members’s
network at
your company

76. LinkedIn Company Pages - Products & Services
Cover Flow
with products
People
recommend
products

77. LinkedIn Company Pages - Products & Services

78. LinkedIn Groups
Post a
discussion or
poll
Latest
Updates
Interactions
are shared
with
connections

79. LinkedIn Groups
With
custom
widgets
With your
banners
Custom Groups Enhanced Groups

80. LinkedIn Answers

81. WHERE TO REACH DECISION MAKERS

82. LinkedIn Audience Targeting
Profession Company size Location Industry Seniority Groups

83. LinkedIn Partner Messages
1,5€/contact
LinkedIn Mail & Banner Ad

84. LinkedIn Direct Ads
CPC ads
we can buy

85. LinkedIn Display Ads
booked CPM
banners

86. Types of Display Ads
Text Link
300x250
300x250
Home Page Profile Page
160x600
728x90
Contacts Page Home Page + Contacts Page

87. LinkedIn Homepage Takeover

88. LinkedIn Social Ads
Recommendation Ads Follow Company Ads Join Group Ads

89. LinkedIn Content Ads
Like the
group widgets

90. LinkedIn Poll Ads

91. LinkedIn Poll Ads
poll results
per question

92. LinkedIn Poll Ads banner ads
targeted per
answer

93. LinkedIn Employee Profile Ads
banner ads
on your
employees’
profiles
Work*with*us.
Just*like*this*guy...

94. LinkedIn Other Ads
Answer Ads Event Ads

95. LinkedIn API where true
creativity is
hidden

96. Things to remember
LinkedIn is a b2b network, mainly.
It has 1,1 million Belgian users of which +200.000 decision makers.
It offers advanced targeting possibilities for all products.
Products are mostly free and additional functionalities are paid.
Social Ads tend to work best, as seen with Facebook ads as well.
The API is where - once more - creativity can be at its best.

97. T H A N K S
BART MUSKALA - ADNERD
bart.muskala@proximity.bbdo.be