Session 4:

Algorithms & Advertising,

Navigating the Changing Nature of Social Media

#EMPOWERBL16

Presenter

INSIGHTS DIRECTOR, INTELLIGENCE

CARA BUSCAGLIA

#EMPOWERBL16

This session will cover…

The Start of Algorithms: A Brief History

Developing Influencer & Word of Mouth Programs3

1

Algorithm by Channel2

#EMPOWERBL16

The Start of Algorithms: A Brief History

#EMPOWERBL16

Social Media’s Role in Building Brands

Facebook is the leading social platform for video

ad sharing (Source: Unruly November 2014).

#EMPOWERBL16

A Brief History

Twitter starts

‘promoted’

tweets. Instagram

is founded.

‘The Facebook’ adds a

newsfeed to their platform.

That same year, Twitter is

founded and LinkedIn

launches public profiles

Instagram launches

sponsored photos &

videos. Facebook

announces changes

to News feed

ranking algorithm.

In June 2016,

Facebook changes

its algorithm again,

putting an emphasis

on family/friends

content. In August

2016, a tweak was

made to predict

“informative” posts

and reduce Clickbait.

Instagram’s

algorithm changes

from chronological

order to moments

they think you care

about most based

on your activity.

20062010

2013

2016

Facebook

launches

sponsored

posts/pages.

2012

Facebook changes

their newsfeed

algorithm to prioritize

posts that have more

audience engagement.

2009

Twitter rolls out ‘while you were

away’ stream to compete with

Facebook.

2015

Twitter debuts a new roll out that allows users

to see the tweets users engage with most at

the top.

2003

The start of

social media,

2003 –

LinkedIn is

founded.

Facebook

follows in

2004.

#EMPOWERBL16

Algorithms by Channel: Facebook, Instagram & Twitter

#EMPOWERBL16

Facebook

Facebook continually optimizes their algorithm to help users get relevant content while being able to target users for brands advertising.

2009 – they changed their news feed algorithm to prioritize

posts that have more audience engagement.

2016 – Facebook changes its algorithm again, but now the

site puts an emphasis on family/friends content (June).

Facebook predicts which posts are informative based on a

survey, which eases fears from publishers (August).

users are now able to select what ads they want to see on

their news feed.

By Connections

Brand Impact.This impacts publishers the most since Facebook users often use Facebook as a news aggregation.

This could also lead to more influencer marketing on this channel.

Brands need to be careful not to share

content that leaves a user feeling

uninterested. It is important to understand

your audience to create content that they

can like and share.

#EMPOWERBL16

Instagram

Previously in chronological order, Instagram changed its algorithm to organize posts based on what moments they think user care about the most based on their activity.

By Engagement

Heavily liked and engaged posts will lead the feed.

This didn’t affect Instagram’s ad products, but could impact how long a

user is on (which will allow more ads to be fed to the user).

Brand Impact.Brands started to focus on quality over quantity.

Brands realized they shouldn’t just post to post –they have to strategically think about prioritizing their most engaging content. If they don’t it can bring down their overall reach, and cause fewer users to view their post.

Request followers to turn on

notifications – by doing so, it will

help keep your brands content at

the top and will allow alerts to be

sent directly to your followers.

#EMPOWERBL16

Twitter

By Engagement + a Twist

Twitter has approached algorithm changes a bit differently. In March 2016 the brand started a new roll out that allows users to see the tweets users engage with most at the top.

Although it is the default setting, users can turn this update off if they

don’t like the way they are seeing content.

Supposed to make timelines more relatable and making it easier to see

what is going on

Brand Impact.While the social media site is praised for not going in the same direction as other social media channels (i.e. non chronological orders) brands content is still at jeopardy of not being seen.

This is especially true when prime timeline real estate is often given to advertisers.

The shelf life of a tweet today is

only about 18 minutes. Keep

content on this channel clear and

concise to keep users engaged.

#EMPOWERBL16

Developing Influencer & Word of Mouth Programs

#EMPOWERBL16

What’s in an Influencer & Word of Mouth Program?

With all these algorithm changes recently, now more than ever, there is an opportunity for brands to develop influencer programs that…

Talks with consumers, not at them

Offers opportunities to find new ways to reach your consumers

Allows you to define audience by demographics/age/what they do or

like

Check this

out, you will

LOVE it!

#EMPOWERBL16

Do Influencer & Word of Mouth Programs work?

Recent research has found…

word of mouth marketing creates twice the

amount of sales than paid placement

consumers acquired through word of mouth

have 37% higher retention rate

Source: McKinsey Study

#EMPOWERBL16

Word of Mouth Program Example

Dollar Shave Club launched a subscription razor business in 2012 with one perfect video. Three years later, their launch video has racked up 19 million views on YouTube and the company has raised over $72 million in capital.

#EMPOWERBL16

Example: Influencer Programs

Brands turn to brand ambassadors and celebrities with large social media followings to have them endorse their products on their social media channels. The messages have to be relevant – being organic and authentic are key.

#EMPOWERBL16

Advantages of Influencer & Word of Mouth Programs

Boost Sales

Brand Awareness

Increase Traffic – Instore & Online (website)

Increase ROI

#EMPOWERBL16

Social Media Listening Tools

Using a social media listening tool is a great way to figure out how consumers are talking about your brand messaging and how you measure up to your competitors

What are my competitors doing well?

Are your messages relevant?

What are my consumers most interested or engaged in?

Who are my influencers?

What are my consumers main issues?

What is happening with my consumers by geographic location?

How does that impact my strategy & messages?

Are your various brands adhering to your guidelines?

#EMPOWERBL16

Live Demo: Social Media Listening

There are many social media listening tools out there, a good one will help you measure:

Share of Voice

Performance—Reach vs.

Engagement

Influencers

Themes

Demographics

Geographical location

Media Type

Topic Share of Voice

Hashtag Research

Facebook Analytics

Growth of FansFrequency of Posting

Engagement

LET’S TRY IT OUT!

#EMPOWERBL16

Key Takeaways

Social Media Algorithms are constantly changing so it is important to…

Stay up to date on trends

Understand your audience

Push out relevant content

Understand your customers’ pain points

Identify your brand advocates

Monitor conversations around your competitors

THANK YOU

LinkedIn.com/Ebiquity

@ebiquityglobal

www.ebiquity.com