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 chapes@fb.com

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.