Top Tips to win at Social. Monetization, Analytics, and Engagement across YouTube, Facebook, Instagram, Twitter, and Snap Chat. For more information go to: www.captiv8.io

1. Maximizing Growth, Engagement, and
Monetization on YouTube, Instagram,
Facebook, and Twitter
Nov 2016VISHAL GURBUXANI

2. Agenda
1.Why Influencer Marketing?
2.What should I Do?
3.Data
4.Top Tips to Win

3. Show me the $
1. US Ad Spend is $60 Billion Dollars
2. Of the $6.6 Billion Retail Spends on Digital, only 7% buy
3. Digital Surpasses TV Ad Spend in 2016

4. Google Vs Facebook
1. Google gets 32% of overall spend by Facebook with 22%
2. Top Channels are: Retail, Auto, Finance, Telecom

5. Marketers don’t control the
consumer journey
anymore.

6. New Reality
1. Forcing the same product messaging into new channels
wasn’t working (we tried that with social)
2. Trying to meet consumers at every conceivable point on
their journey with stuff we wanted to say was exhausting
and costly (we tried that with content)
3. What emerged was a new way to reach consumers, with
messages about your product they actually want to hear,
coming from voices they already trust.

7. captiv8.io

9. $29.6 billion was lost by advertisers to bot fraud in 2015
alone. Even Google admits, more than half the ads served
on the Internet are never seen.

11. FACEBOOK POST VIA INFLUENCER CAMPAIGN
0.02%
Eng Rate
54
Likes
25
Shares
937
Views
FACEBOOK POST VIA HONDA
11
The Impact of Branded
Content
584,000
Views
620X Lift
4,500
Likes
80X Lift
42%
Eng Rate
2,000X Lift
266
Shares
10X Lift

12. Reach
6M+
Reach
6M+
Sample Content Creators on Captiv8
Reach
11M+
Reach
1M+
Reach
17M+
CarlieStylezWeekly Chris
Us The DuoCasey Neistat Meghan McCarthy Bubzbeauty
Reach
5M+
Reach
1M+
Mark Miller

13. $7.87
Earned Media Value
(value the brand received for
every $1.00 of paid media spent)
Case Study
Listerine’s ‘Bring Out The Bold’ Campaign
Challenged Creators to Exhibit Awesome Bold Behavior
OBJECTIVE
Drive relevancy and get consumers to think of
LISTERINE as more than just a mouthwash,
connecting with them on an emotional level.
SOLUTION
7 Creators, Personalized Challenges that tie to
the ‘Study of Bold’:
Authentic Content: Worked with each Creator
to find the right Challenge for them. From
Ghost Hunting to Creating a Song with new
instruments, we made sure each piece was
unique and authentic for their followers.
22.6m
Reach
454k
Engagement
8.2m
Video Views

14. What can I do?
1.Become a Creator!
2.Be A Technology Enabler
3.Discover and Leverage Creators
4.Video Arbitrage

15. Become a Creator
1.What is your Story?
2.What channel best represents
you?
3.You need to use Video!
4.Consistency is key
5.Messaging

16. Technology Enabler
1.Machine Learning to predict
audience demographics
2.Manage Social
3.Platform to scale Social

17. Discover Creators
1.Find your influence
2.Partner with Creators
3.Test. Test. Test.

18. Video Arbitrage
1.You need to spend Marketing
Dollars on Video YESTERDAY
2.Facebook, Instagram, Twitter, SC

19. Exercise – (5 min)
1. What is my Marketing Goal?
2. What channel is the most effective use of
my goal? TWTR, FB, IG, SC, YT
3. How can I incorporate Video?
4. What will I be doing to research:
1. Creators?
2. HashTags?
3. Location

20. captiv8.io
TOP TIPS TO WIN
ON SOCIAL

21. 21
TIP #1
CREATE SHORT FORM
VIDEOS WITH SUBTITLES
OR WORDS TO INCREASE
VIDEO VIEWS
GOAL
Increase video views and brand messaging
TIPS
§ When scrolling social feeds videos don’t play
sound unless users click on the video
§ Using subtitles or words in your video will keep
viewers engaged without having sound
CHANNEL
ALL

22. 22
TIP #2
USE PAID SOCIAL ADS
FOR DIRECT RESPONSE
CAMPAIGNS
GOAL
Drive traffic to website or landing page
TIPS
§ Using paid social ads will show clear Call-to-
Actions – Learn More, Buy Now, Install Now
§ Audiences can be instantly re-directed to
website, landing page, or product page by
clicking
CHANNEL
ALL

23. 23
TIP #3
CREATE A VIDEO/GIF TUTORIAL,
DEMONSTRATING VALUE AND
BENEFIT ONE CAN GAIN FROM
USING THE PRODUCT
GOAL
Increase engagement, drive traffic, incentivize purchases
TIPS
▪ Create a video/gif tutorial highlighting product use case
▪ Make sure to clearly demonstrate achieved results, benefits
and/or value one gets from using the product/service
CHANNEL
Instagram, Twitter, YouTube, Facebook

24. 24
TIP #4
POST IMAGES WITH COUPON
CODES OR DISCOUNTS,
INCENTIVISING NEW PURCHASES
GOAL
Drive traffic, incentivize purchases
TIPS
▪ Post occasional coupon codes and discounts, incentivize
customers to make a purchase even if they weren't planning on
making one in the first place
CHANNEL
Instagram, Twitter, YouTube, Facebook

25. 25
TIP #5
A/B TEST FACEBOOK POSTS
TO SEE WHICH IMAGE/COPY
PERFORMS BEST
GOAL
Maximize engagement on your Facebook posts
TIPS
§ Test Facebook post copy/image on a limited
audience based on a certain criteria (ex:
location) to see which content garners more
engagements
CHANNEL
Facebook

26. 26
TIP #6
USE SCREENSHOTS FOR
MORE ENGAGING
ARTICLE DISCUSSIONS
GOAL
Generate authentic engagement & loyalty among audience
TIPS
§ Have a consistent voice.
CHANNEL
Facebook, Instagram, Twitter, YouTube

27. 27
TIP #7
ESTABLISH A CLEAR
AND CONSISTENT
VOICE FOR YOUR
CHANNEL
GOAL
Generate authentic engagement & loyalty among audience.
TIPS
§ Have a consistent voice throughout all social
posts (ex: don’t switch between 1st
& 3rd
person).
CHANNEL
Facebook, Instagram, Twitter, YouTube

28. 28
TIP #8
POST PICTURES WITH
TWEETS TO INCREASE
NOTICEABILITY
GOAL
Increase the amount of people noticing / engaging
with your tweets
TIPS
▪ Adding pictures to your daily scheduled
postings will increase the chances of being
noticed by your audience
▪ Pictures will drive up engagement for your post
CHANNEL
Twitter

29. 29
TIP #9
CREATE A SOCIAL LIBRARY
FOR DAYS YOU CAN’T
THINK OF CONTENT
GOAL
Continuous daily engagement with audience
TIPS
▪ Using a service like Hootsuite to create a library
of posts to choose from days you do not have
daily relevant content
▪ A continuous posting schedule increases your
audience's trust in your product
CHANNEL
Instagram, Facebook, Twitter, YouTube

30. 30
TIP
#10
USE YOUTUBE BUMPER
ADS TO ENGAGE
MOBILE USERS
GOAL
Brand awareness, video completion
TIPS
§ Produce <6 second pre-roll video for YouTube on
Mobile
§ Deliver concise creative messaging best optimized
for Mobile
CHANNEL
YouTube
“We like to think of Bumper ads as little haikus of video ads – and we’re excited to see
what the creative community will do with them,” – Zach Lupei - Product Manager, Google

31. 31
TIP
#11
INCLUDE VISUAL CUES
TOWARD HYPERLINKED
OVERLAYS IN VIDEO
CONTENT
GOAL
Traffic, sign-ups, acquisition
TIPS
§ Basic pre-production planning that goes a long
way in driving performance
§ Also consider redirects with pre-populated
offer/promo codes
CHANNEL
YouTube

32. 32
TIP
#12
CREATE A CHANNEL
PLAN TO ENSURE
SUCCESS
GOAL
To stay organized and ensure success on each
channel as the goals are different
TIPS
§ Map out the following:
§ Target audience (figure out persona and tone
based off this)
§ The goal on each channel, type of content, what
is the structure of each post, how will this channel
work with the others, what is the desired outcome
of each post, and set an editorial calendar for
each channel
CHANNEL
All channels

33. 33
TIP
#13
A/B TEST YOUR POSTS
TO OPTIMIZE SUCCESS
GOAL
To maximize engagement on each post
TIPS
Use multiple headlines for the same content to
test which yields a better response. Schedule the
link to be shared multiple times and change the
headline out with each post
CHANNEL
Twitter, FB, YouTube, Instagram

34. 34
TIP
#14
CONDUCT A TRIAL RUN
BEFORE YOUR ACTUAL
LIVE STREAM
GOAL
Ensure a stable and high-quality live stream
TIPS
§ Test out your internet connection, lighting,
sound, and video quality
CHANNEL
Facebook Live, Periscope, YouTube Live, etc.

35. 35
TIP
#15
FIND YOUR FANS AND
LOCALIZE
GOAL
Grow Your Account
TIPS
§ On YouTube, 2/3 of a creator's audience
watch time comes from outside their home
country
§ Find out where your fans are
§ Use YouTube to translate your content into
300+ languages
CHANNEL
YouTube

36. 36
TIP
#16
USE YOUTUBE CARDS
TO ENGAGE
GOAL
Increase Engagement
TIPS
§ Experiment with new card types to add
interactivity to your videos
§ Create polls to get real-time feedback from
viewers or use cards as a platform to sell
product
CHANNEL
YouTube

37. 37
TIP
#17
CREATE A CUSTOM
SNAPCHAT ON-
DEMAND GEOFILTER
GOAL
Increase branding and awareness
TIPS
§ Create an fun, on-demand geofilter for use
during events at a specific time and location
§ All snaps at the event can incorporate your
filter to provide extra awareness to your brand
CHANNEL
SNAPCHAT

38. 38
TIP
#18
TELL STORIES: CREATE
DEEPER ENGAGEMENT
ON INSTAGRAM &
SNAPCHAT
GOAL
Strengthen engagement with target audiences
by using ‘story’ narrative that is both interesting,
relevant, and impermanent
TIPS
§ Produce impermanent, expiring content to give a behind-the-
scenes look into your brand
§ Excite and engage fans by providing time-sensitive offers
§ Share an authentic raw ‘behind-the-scenes’ look into your brand
to connect with fans
§ Expiring stories create sense of urgency – fans will want to check
content before it’s gone forever!
CHANNEL
Instagram, SnapChat

39. 39
TIP
#19
WIN BY BEING SOCIAL:
ENGAGE WITH OTHER
INFLUENCERS
GOAL
Establish a voice and identity amongst like-minded
Influencers, increase visibility and engagement of content
TIPS
§ When reposting content ALWAYS Credit the original Influencer
§ Create discussions with Influencers by starting a conversation on
their posts
§ Tag all appropriate owners of content anytime you repost
§ Create a network of super-Influencers, help each other gain
visibility to grow even larger audiences and strengthen Influencer
and brand recall
CHANNEL
Instagram, Facebook, Twitter, YouTube

40. 40
TIP
#20
POST CONTENT THAT IS
AUTHENTIC TO YOUR
CHANNEL
GOAL
Maintain Loyal Followers
TIPS
§ Partner with Brands that you are genuinely
excited about working with
§ Do not over saturating your channels with too
many promotional posts
CHANNEL
All Channels

41. 41
TIP
#21
POST EVERY DAY ON
YOUR INSTAGRAM
CHANNEL TO STAY TOP
OF MIND
GOAL
Increase Engagement
TIPS
§ Plan your posts out to ensure you have enough
content to post each day
§ Taking days off of posting can dramatically
decrease the number of impressions your future
posts will receive
CHANNEL
Instagram

42. 42
TIP
#22
USE HASHTAGS IN
COMMENTS TO DRIVE
ENGAGEMENT, NOT
THE DESCRIPTION
GOAL
Increase followers and engagement
TIPS
§ Using hashtags in your comments allows you to
create more hashtags than the description limits
§ HashTags will drive up engagement for your post
CHANNEL
Instagram

43. 43
TIP
#23
ENGAGE YOUR
AUDIENCE WITH
AUTOMATION
GOAL
Increase engagement of Instagram photos
TIPS
§ Download WordSwag
CHANNEL
Instagram

44. 44
TIP
#24
HAVE MULTIPLE
ACCOUNTS TO TEST
IDEAS AND PREDICT
PERFORMANCE
GOAL
Try out new ideas and creatives on a
subset of your audience.
TIPS
§ Make sure to setup a similar generic
account to your main account
§ Test new ideas on a smaller audience giving
you a good indication of velocity on the
metrics that matter to you!
CHANNEL
All Channels

45. 45
TIP
#25
USE BITMOJI IN
SNAPCHAP TO
INCREASE AUDIENCE
ENGAGEMNT
GOAL
Increase fan stickiness with a multi-
character bitmoji response
TIPS
§ Setup Bitmoji and have more engaging conversations with
your audience
§ Bitmoji’s are more personal and a multi-character action
takes the same amount of time to respond, but increases
stickyness by 8x
CHANNEL
SnapChat

46. 46
TIP
#26
USE UNIQUE BUT
RELEVANT HASHTAGS
TO DRIVE
ENGAGEMENT
GOAL
Increase followers and engagement
TIPS
§ Using hashtags that are relevant to your post make your
post more authentic and can potentially create a
trending hashtag
§ HashTags will drive up engagement for your post
CHANNEL
INSTAGRAM

47. 47
TIP
#27
EDIT ALL VIDEOS AND
HAVE A SECOND PAIR
OF EYES REVIEW TO
CREATE QUALITY
CONTENT
GOAL
Increase QUALITY
TIPS
§ When editing a video be aware of your audience and
know they expect to view a quality video
§ Editing will improve viewership remove clutter
CHANNEL
YOUTUBE, FACEBOOK, INSTAGRAM

48. Closing Thoughts
1. Twitter
• Effective platform if you leverage it like Email, free and focused on follower groups
2. Instagram
• Live Video is coming out, go LIVE!
• You can now post with clickable links, think attribution
3. Facebook
• Artificially bumping Live Video in the feed
• Video eCPMs are UNDERVALUED
4. SnapChat
• Leverage an Ads API partner today!
5. YouTube
• Find Influencers to create content
6. How to make money?
• Technology Enabler
• Video Advertiser Arbitrage
• Become a Creator
• Leverage Video

49. Thank You
vishal@captiv8.io