Presented at Social Media Strategies Summit 2019: What are the most important social media products to launch this year? Learn the latest developments from the major social platforms while also getting a taste of which other platforms released products that marketers need to know about. Discover examples from pioneering brands, and come away with ideas that you'll be eager to try out yourself. Featuring: Facebook, Instagram, YouTube, Twitter, Snapchat, Reddit, LinkedIn, TikTok, and Pinterest.
New Social Media Products and Platform Updates Marketers Need to Know About
1. David Berkowitz
Principal, Serial Marketer
@dberkowitz
david@serialmarketer.net
New Social Media
Products and
Platform Updates
Marketers Need to
Know About
2. Housekeeping notes
• This was presented at GSMI’s Social
Media Strategies Summit in October
2019.
• All sources, with links, are in the
notes for each slide.
• References for further reading are at
the end.
• Thanks for reading this. If you love it,
share it, or let me know it was useful.
3. Who doesn’t love a logo slide?
(Here’s my roster of brands I’ve worked with through clients,
jobs, and consulting projects)
3
4. Subscribe, and join the community
4
Serial Marketers
community (Slack) with
600+ members:
serialmarketers.net
Weekly newsletter:
bit.ly/seriallysignup
5. What we’ll look at today
Note: Illustrations were commissioned from artist hiraarshad on Fiverr.
6. Need to look at things holistically
We need to look at marketing
holistically – you know, the whole
enchilada.
7. Today, though, we will go against that and deconstruct what’s happening
with each platform.
8. • 4-box
360i actually nailed the strategic approach to social back in 2009 with this still-
relevant Playbook.
9. For some more timely research, I’ll cite a few examples from the fall 2019 Social
Media 2020 report by Trust Insights. This is just a snippet; download the full report.
11. Meanwhile, consider this weird bagel hole machine from Philadelphia cream cheese.
What is it? A product? A PR stunt? A social media campaign? It doesn’t fall neatly
into any one bucket – and that’s how it should be.
15. The odds of Elizabeth Warren or any potential president in 2021 breaking up
Facebook are slim at best. But the Warren vs. Zuckerberg feud about
requirements for honesty in advertising will likely have implications far beyond
the campaign and far beyond social media. Whatever your party, whoever your
candidate is (if you can even vote in the US), follow this closely.
87. Credits & Further Reading
Kudos:
• Leo Morejon, for getting me into this
• Ari Berkowitz at 360i for terrific examples (and yes, there’s some relation)
• Hiraarshad on Fiverr for her fantastic illustrations.
• Breanna Jacobs & the GSMI / SMSS team
Resources:
• Social Media Strategies Summit Blog (great examples of campaigns and platform updates)
• Facebook’s Annual Report 2019: The State of Disruption
• Twitter’s Agency Playbook
• 15 Years of Yelp
• Ann Handley’s bi-weekly newsletter
• How TikTok is Changing the World by Matt Schlicht
• Social Media 2020 by Trust Insights
• 100+ tech tools to help manage social media, content marketing, and more (by me)
88. Thanks! Let’s Stay Connected.
David Berkowitz
david@serialmarketer.net
Subscribe:
bit.ly/seriallysignup
Join the Community:
serialmarketers.net
Hinweis der Redaktion
Social Media Strategies Summit
https://socialmediastrategiessummit.com/new-york-city-2019/summit/agenda/
Thursday, October 17, 2019 11:00 am–11:40 am
30 min talk + 10 Q&A
New Social Media Products and Platform Updates Marketers Need to Know About
What are the most important social media products to launch this year? Learn the latest developments from the major social platforms while also getting a taste of which other platforms released products that marketers need to know about. Discover examples from pioneering brands, and come away with ideas that you'll be eager to try out yourself.
https://socialmediastrategiessummit.com/new-york-city-2019/summit/agenda/day-3-general-summit/track-b-2.html
Deadline for Presentations (Does not apply to roundtable discussion leaders)
Please plan to submit your PPT presentation to me by the Friday before the conference - October 11th.
Logistics Details for Your Presentations (Does not apply to roundtable discussion leaders)
Please verify the date/time of your presentation online here.
Our screens will be set up 16:9, so please format your slides accordingly. (4:3 is also fine, they just won't fit the screen as well.)
What we provide you with on stage: a MacBook, lavalier mic, podium, slide advancer, audio, wifi
If you plan to present from your own computer, please make sure it has an HDMI output. If it doesn't, please bring an adapter!
The computer will be at the podium, so you'll be able to see your notes if needed.
Please come early to test any video or audio.
All sessions on October 16 and 17 are planned as 30-minute talks + 10 minutes for Q&A. I'll have track moderators in each room to introduce you and help with Q&A. With multiple sessions happening concurrently throughout the day, it's really important we stay on time - please help us stay on schedule!
Workshops on October 15th are 3-hour sessions with a mid-session 15-minute break.
Subscribe to myweekly newsletter:
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To further the exchange of ideas, I produce two ongoing media properties:
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Need to look at things holistically – the whole enchilada
Unfortunately, today, most of what we will look at is the pieces of it
A flashback to looking holistically… the questions from 360i’s Social Marketing Playbook still matter
http://blog.360i.com/social-marketing/playbook
https://www.slideshare.net/lorenzomendoza/360i-social-marketing-playbook
Katie Robbert, Co-Founder and CEO
Christopher S. Penn, Co-Founder and Chief Data Scientist
https://www.trustinsights.ai/about/team/
Fun, great ideas work across social channels and transcend any one channel
https://www.amazon.com/dp/B07XJZ6L5Y
https://www.fastcompany.com/90404924/turn-food-into-bagels-with-philly-cream-cheese-hole-machine
Fun, great ideas work across social channels and transcend any one channel
Product
PR stunt
Social campaign
https://www.amazon.com/dp/B07XJZ6L5Y
https://www.fastcompany.com/90404924/turn-food-into-bagels-with-philly-cream-cheese-hole-machine
Here to help you learn, not to teach
I've made far more of myself than usual the past two months. I couldn't even write about this until I took that literal plunge. Yes, Coach Valentin, I did take swimming lessons, just like I had before. But finally, this time I also learned how to swim. I learned a few things about teaching too. As a teacher, you're not there to teach a subject; you're there to foster your students' learning. It's a change in perspective I hope to never forget.
https://marketingland.com/facebook-rolls-out-new-video-poll-ads-set-to-open-ar-ads-to-all-advertisers-267641
Facebook Video poll ads
https://www.facebook.com/business/news/facebook-invites-people-and-businesses-to-play/
Facebook pushes AR ads further
https://marketingland.com/facebook-rolls-out-new-video-poll-ads-set-to-open-ar-ads-to-all-advertisers-267641
AR ads move into beta. Facebook first began testing its augmented reality ads with a select number of brands in July, 2018. It is opening up a global beta for AR ad units this fall, making the ad format available to all advertisers.
In early tests of AR ads, WeMakeUp reported a 27.6 point lift in purchases — with the average consumer spending 38 seconds interacting with AR ads, trying out different shades of lipstick — and saw a 53% higher click-through rate compared to non-AR video ads.
Demise of Facebook like counts?
https://techcrunch.com/2019/09/26/facebook-hides-likes/
Expect to see more of a focus on Facebook groups.
Ad campaign: https://www.forbes.com/sites/jenniferrooney/2019/05/03/facebook-unveils-new-brand-campaign-and-cmo-antonio-lucio-says-it-is-the-beginning-of-a-long-journey/
Adweek: https://www.adweek.com/digital/how-social-media-marketers-found-success-with-facebook-groups/
https://www.facebook.com/business/m/power-five?locale=en_US
Facebook’s Power5 for advertising
Via their annual report: https://www.facebook.com/business/m/emerging-disruptors
What’s next:
Facebook is still trying to push into the hardware business
https://portal.facebook.com/
Coming soon from Oculus – Facebook Horizon
How will brands follow along here?
https://www.oculus.com/blog/introducing-facebook-horizon-a-new-social-vr-world-coming-to-oculus-quest-and-the-rift-platform-in-2020/?locale=en_US
New Orleans Tourism – via 360i
Caramel Curves
Featuring Instagram TV – IGTV
https://www.youtube.com/watch?v=3j_FFqLcp-Y
https://360i.com/work/unexpected-tour-guides/
Most brands are having issues with IGTV though
https://www.trustinsights.ai/blog/2019/09/instagram-tv-the-latest-research-into-2019-igtv-stats/
YouTube focus – Chris Penn
Big focus of YouTube lately has been its content moderation policies and shoring up trust with advertisers
https://youtube.googleblog.com/2019/09/the-four-rs-of-responsibility-remove.html
Borderlands 3 – ads on YouTube, also Instagram
https://www.adweek.com/creativity/borderlands-3-is-invading-bland-ads-with-enjoyably-chaotic-results/
https://www.instagram.com/borderlands/?hl=en
Via YouTube: Queen — in partnership with YouTube Music, Universal Music Group and Hollywood Records —has launched "You Are The Champions," a unique new campaign that gives fans an exclusive chance to become a part of Queen history with a starring role in three brand-new, user-generated videos for three of the band’s most celebrated tracks. The campaign launched to celebrate Queen’s iconic music video for “Bohemian Rhapsody,” becoming the first pre-1990s video to reach one billion views on YouTube.
https://youtube.googleblog.com/2019/08/queen-launches-you-are-champions.html
https://www.youarethechampions.com/
https://www.blog.google/products/ads/full-funnel-video/
For brands looking to build a full-funnel video strategy, we recommend complementing Video reach campaigns with TrueView for action to drive whatever online action is important to your business. Soon TrueView for action ads will seamlessly extend to the YouTube Home feed, a tremendous opportunity for any advertiser looking to drive more, high value conversions. The Home feed has long been a great place for users to discover their next favorite creator, and now it can be a great place for them to take action with your brand.
https://www.blog.google/products/ads/full-funnel-video/
Early adopters like Ford are already seeing strong results using Video reach campaigns. In alpha tests, the automaker lowered their campaign cost over 20 percent compared to their previous YouTube benchmarks. "Ford is using data and machine learning technology, like Video reach campaigns, to drive a learning culture across all of our media. The positive results of the Video reach campaign not only provided cost efficiencies while maintaining effectiveness but also the confidence to implement this tactic across additional campaigns” says Lisa Schoder, head of U.S. media.
Via Twitter Agency Playbook
https://business.twitter.com/en/resources/agency-playbook.html
Good old-fashioned social listening is pretty good
https://socialmediaweek.org/blog/2019/09/how-the-worlds-leading-brands-are-crafting-highly-engaging-campaigns-on-twitter/
Twitter Next: brand partnerships – pushing boundaries of Twitter threads
https://blog.twitter.com/marketing/en_us/topics/product-news/2019/Twitter-next.html
Introducing Twitter Next, which includes campaign and content strategy services, brand voice consultations, and a newly formed lab of technologists, program managers, and designers. The expanded team - now in 20+ markets worldwide - also includes specialists in engineering and data science.
https://www.socialmediatoday.com/news/reddit-adds-new-video-ad-options-including-a-new-mobile-landing-page-flow/563927/
Reddit Adds New Video Ad Options, Including a New Mobile Landing Page Flow
https://redditblog.com/2019/09/25/introducing-our-improved-video-ad-offerings/
https://www.redditinc.com/advertising
Honda creates Racing League game exclusively for Reddit shared via Promoted Posts
https://www.adweek.com/digital/reddit-only-nostalgic-racing-game-honda-circuit-hits-the-road-to-twitchcon/
https://www.reddit.com/r/teamliquid/comments/dcfmen/321_race_the_honda_circuit_game_is_here_race_with/
https://d2n94wep25xhn0.cloudfront.net/
https://honda.us/HondaCircuit
Via Adweek:
Honda is hitting the road to TwitchCon and bringing along Honda Circuit, a nostalgic racing game that can only be played on Reddit.
Honda Circuit marks the first time Reddit has teamed up with an automaker to create a game for its community. The game was developed by Reddit in partnership with ModOp.
The game can be accessed via promoted posts on Reddit, which said 40%of gamers are on Reddit, responsible for more than 1.2 billion monthly page views and spending over 10 hours gaming each week.
(Also note crossover with Twitch)
Kroger Shoppable Video Ads
https://www.adweek.com/brand-marketing/kroger-is-using-a-new-shoppable-offering-on-tiktok-to-try-and-sell-back-to-school-staples/
With 360i
Focus on objective-based advertising – new guide Sept 2019
https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2019/your-guide-to-objective-based-advertising-on-linkedin
https://business.linkedin.com/marketing-solutions/strategy-guides/objective-based-advertising-guide
https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/linkedin-oba-ebook-v01.pdf
https://www.socialmediatoday.com/news/linkedin-publishes-new-guide-on-objective-based-advertising/563720/
Today, we’re taking that up a notch by bringing more sophisticated audience, targeting, and reporting features to Campaign Manager. These tools are designed to help marketers who are looking for more powerful reach and insights for their LinkedIn campaigns.
https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2019/-linkedin-adds-enhanced-targeting-tools-to-help-you-reach-more-o
Biggest development this year: mobile ad manager
https://newsroom.pinterest.com/en/post/ads-on-the-go
https://newsroom.pinterest.com/en/post/new-ways-to-reach-shoppers-with-shop-the-look-ads-global-catalogues-and-dynamic-business
Shop the Look Ads – September 2019
Pinterest Visual Search kicks ass
https://newsroom.pinterest.com/en/post/upgrading-lens-for-more-online-to-offline-inspiration
Ads can now run 3 @*%@ing minutes long
https://www.socialmediatoday.com/news/snapchat-expands-ad-length-limits-announces-new-ad-formats/563631/
https://adage.com/article/special-report-advertising-week/snapchat-extends-video-ad-limit-3-minutes-viewers-can-still-skip/2199971?utm_content=bufferbec47&utm_medium=social&utm_source=twitter&utm_campaign=buffer
The non-skippable six-second commercial format that the company debuted during the third quarter of last year is already incorporated into the platform, and brands can buy them via self-service tool Snapchat Ads Manager, although the feature will only be white-listed for select advertisers at the beginning.
https://www.youtube.com/watch?v=LWD4mfKx3eE
https://www.adweek.com/digital/snapchat-debuts-snap-games-real-time-multiplayer-gaming-platform/
https://www.snap.com/en-US/news/post/snap-partner-summit-introducing-snap-games/
And you can probably do 3D stuff soon – great
https://www.snap.com/en-US/news/post/3d-snaps/
https://www.mobilemarketer.com/news/papa-johns-snapchat-lens-boosted-pizza-orders-25-for-valentines-day/563040/
Papa John's pizza boosted ad awareness 6% among its customers with an augmented reality (AR) lens on Snapchat last Valentine's Day, per details parent company Snap shared with Mobile Marketer. The lens let users of the image-messaging app create Papa John's-themed pictures to share with friends and order pizza directly.
More than 25% of Snapchat users who swiped up on the AR lens bought a pizza, according to internal tracking data from Snap.
Papa John's also printed Snapcodes on its pizza boxes to activate the AR experience. Sixty percent of lens views unlocked with the Snapcode were from unique users, per a case study video about the campaign that Snap shared.
https://www.youtube.com/watch?v=DhdQmDKTBgI
https://www.adweek.com/creativity/vmlyr-collects-the-inaugural-social-and-influencer-grand-prix-for-wendys-work/
Wendy’s noticed there were freezers in the burger joint and spent 9 hours straight using their Wendy character to destroy freezers, leading others to get in the act and then the game to remove freezers from the burger joints
-via VMLY&R
A flashback to looking holistically… the questions from 360i’s Social Marketing Playbook still matter
https://www.slideshare.net/lorenzomendoza/360i-social-marketing-playbook