Facebook

1. PAID SOCIAL PLAYBOOK &
PLATFORM 101 MATERIALS
April 2016

2. Purpose of Document
• This document has been created to support GM Global teams
and contains reference materials and guidelines for how to
use Paid Social media and how to plan Paid Social media
campaigns as part of your overall media mix
• It is important that social media strategies align with business
needs and work seamlessly with owned and earned media for
optimal performance in reaching your marketing objectives
• PPC, SEO and Organic teams should all work together to
form a holistic digital marketing strategy focused on driving
traffic, awareness and engagement

3. Document Agenda and Quick Links
• Introduction and iProspect approach to paid social marketing
• Paid, owned and earned
• Planning framework
• Paid social key takeaways
• Platform Overview
• Facebook
• Instagram
• Twitter
• Appendix & additional support materials

4. INTRODUCTION & iPROSPECT APPROACH to
PAID SOCIAL MARKETING

5. There is no one size fits all guide to the optimal balance of Paid Social support
vs. Organic Social presence
However, there are several best practices, guidelines & key considerations for
the recommendation of Paid Social Marketing support

6. Social is a Personal Discovery Engine
Brand
Brand
• People create their social media networks
to stay connected with people they love,
informed on things they care about,
and inspired to live their best life
• It’s a thoughtful, curated, and personal
network where content that is not
relevant or valuable is immediately
discarded
• Philosophy is to create meaningful, 1:1
connections between a brand and people
by leveraging user behaviors to add
tangible value to their network through
transforming a potentially intrusive
tactic into a meaningful experience

7. Paid Social Marketing – Paid, Owned & Earned
PAID
OWNEDEARNED
Endorsements on
social media
by a third party
Organic social
media content
management
The boosting, amplification
or creation of dark posted
paid social content
*Full definitions can be found in the appendix here

8. Paid Social Marketing
is used to target highly qualified audiences
to amplify content or generate business
outcomes with accuracy and scale through
personalized content designed for
performance

9. Paid Social Now Requires Specialism
8+ platforms 110+ ad units Infinite targeting types

10. Paid Social Content Designed for Performance
Proper
segmentation
The right
placement & ad unit
Relevant
Testing

11. Paid Social Media Tactics
Awareness/Lifestyle
In-Market

12. Focused Paid Social Support
Amplify Message
Insert Brand into Conversation
Real Time Response
Building Advocacy
MobileDominant
PlatformSpecific
Reach
Distribute content tailored
to social platforms
Relevancy
Build audience through
focused weight
Consistency
Social media is the new
word-of-mouth

13. Strategic Paid Social Support
• Use targeting and
retargeting off the current
offers pages, including
event pages
• Support all nameplates
based on sales/inventory
• Optimize to shopping
outcome efficiencies
• Continue same support
strategy around Retail
events
• Support Conquest heavy-
ups
• Conquest priority models
with appropriate Retail
messaging
• Continue to optimize to
shopping outcomes
efficiencies
• Support all nameplates
within Retention, Segment
& Conquest based on
sales/inventory
• Use Retargeting to target
users who have previously
visited the website
• Layer interest targeting with
in-market audiences
• Continue to optimize to
research and shopping
outcome efficiencies
Always On Heavy Ups In-Market

14. Paid Social Approach
Social as part of
communications
strategy
Social KPIs and
alignment
Business and
campaign
objectives
Engagements, video
views, video
completions, clicks to
website, repins,
conversations, etc.
Awareness
Engagement
Favorability
Recall

15. Paid Social Approach – Targeting
Interests Life Events* Demographics Third Party Retargeting
*Facebook & Instagram Only

16. Paid Social Budget Considerations
Allocation
May vary by brand &
objective
Balance of Social
Amplification vs.
Campaign Support for
optimal and desired
mix
Historical
Performance
Review past paid
social performance by
channel
This may affect the %
of budget, by channel,
allocation
Creative
Assets
Determine available
creative assets
Review past
performance of
creative
For example: Photo
vs. Video
Reach
Confirm target
audience
Reach may vary
based on channel and
market
Social Media
Channel
Facebook and Twitter
perform differently
Recommended to
conduct testing to
identify performance
to determine ideal
channel
Please keep in mind Paid Social advertising units and targeting capabilities may vary globally. It is recommended to reach out to
your Facebook, Twitter or social media representatives for more information

17. Paid Social Promotion – Boost, Amplify &
Dark Post Tactics
Paid social boost Paid social amplification Paid social dark post
Organic
Post
Organic
Post
Dark
Post
$
$
$
Cloned
Post
Boosted organic content with paid
media funding, but does not
include media tracking – can be
utilized to expand organic reach
Cloned organic content with paid
media funding and media tracking –
can be utilized to expand organic
reach & support specific campaign
goals
Creating content that does not
currently exist organically but aligns
with business objectives – utilized to
support specific campaign goals or
unique messaging

18. Primary and Secondary Paid Social KPIs align
to Objectives
Objective Primary KPI Secondary KPI (Social Engagement)
Video Views Video Views Page Likes, Post Shares, Post Comments, Post Likes
Clicks to Website Link/Website Clicks Page Likes, Post Shares, Post Comments, Post Likes
Website Conversions Conversions Page Likes, Post Shares, Post Comments, Post Likes
Page Post Engagement See Secondary KPI Page Likes, Post Shares, Post Comments, Post Likes
Page Likes Likes Page Likes, Post Shares, Post Comments, Post Likes
Mobile App Installs Install Page Likes, Post Shares, Post Comments, Post Likes
Mobile App Engagement App Opens Page Likes, Post Shares, Post Comments, Post Likes
Offer Claims Offer Claim Page Likes, Post Shares, Post Comments, Post Likes
Event Responses Event RSVP Page Likes, Post Shares, Post Comments, Post Likes
Objective Primary KPI Secondary KPI (Social Engagement)
Video Views Video Views Follows, Retweets, @Reply, Favorites
Website Clicks Link/Website Clicks Follows, Retweets, @Reply, Favorites
Conversions Conversions Follows, Retweets, @Reply, Favorites
Tweet Engagements See Secondary KPI Follows, Retweets, @Reply, Favorites
Followers Follows Follows, Retweets, @Reply, Favorites
App Installs Install Follows, Retweets, @Reply, Favorites
App Engagements App Opens Follows, Retweets, @Reply, Favorites
Leads Email Submissions Follows, Retweets, @Reply, Favorites

19. Paid Social Marketing Planning
Business
Objective
Assess
Marketing
Channels
Target
Audience
Messaging,
Creative &
Tone
Social
Media
Destination
& Ad Types
Owned
Brand
Social
Alignment
Reporting &
Analytics
Learning &
Next Steps
When starting your social media
paid initiative there are several key
factors that need to be taken into
consideration:
1. Determine Objective
2. Assess Marketing Channels
3. Target Audience
4. Messaging, Creative & Tone
5. Social Media Destination & Ad
Types
6. Owned Brand Social Alignment
7. Reporting & Analytics
8. Learning & Next Steps

20. Paid Social Planning Checklist
Paid Social Recommendation Checklist
Determine Objective
Does Paid Social align to the brand objective? Overall
brand/campaign goals need to be identified to determine if Paid
Social is a channel worth investing in
Asses Marketing Channels Can other forms of media meet the objective better?
Target Audience Can Paid Social reach the desired audience effectively?
Message, Creative & Tone
Does the message align with the brand goals? Is the creative
and content appropriate for the channel?
Social Media Destination & Ad
Types
What social channel best aligns to business needs and
objectives?
Owned Brand Social Alignment
Does Paid Social support align with the owned brand channels
and content requirements ?
Reporting & Analytics Are your paid social KPIs aligned and defined?
Learning & Next Steps
What insights were you able to gain from the campaign? What
are your next steps and recommendation?

21. Paid Social Marketing Key Takeaways
Social can and should be used to meet specific business objectives – either
on its own and as an extension of other channels
1
2
3
Social has empowered the consumer by putting them at the center with
control- but also empowers advertisers by allowing us to target based on all
of the information we have about them.
Social has become a pay-to-play space and it is more about reach/frequency
and conversions than about engagement

22. PLATFORM INFORMATION

23. FACEBOOK

24. Introduction to Facebook
• Facebook is a social media network built around
connecting with people and brands you care
about
• Facebook has more than 1.4 billion active users,
with more than 900 million visits per day
• 700 million people visit on their phone or tablet
• When you run a Facebook paid ad you define
your audience targets which can be set based on
location, age, interests and more

25. Facebook Evolving from Engagement to Align with
Media Objectives
Evolution of Ad Products to Match User Behavior
2009 2015
Facebook
recommends
advertisers optimize
toward Fans and
engagements;
Buying moves to
self-serve and
biddable basis
Facebook updates
algorithm to favor
content with
engagements;
User behavior
shifts, indicating
that brand content is
not all created
equal.
Facebook and Nielsen
studies reveal
engagements are not
correlated with impact
or business
outcomes/objectives
Facebook
launched the
Awareness
Objective; Allows
advertisers to
optimize toward
dwell time (time
spent with an
ad/brand online)
Nielsen-verified Facebook research shows that time spent with an ad (“Dwell time”), rather
than engagements, is most correlated with positive business impact against brand metrics

26. Platform Basics: Facebook
Then:
“Fans + Engagement
= Community of Advocates”
Now:
“Reach All The People who
Matter to General Motors”
Device
Desktop, Mobile, Tablet,
OS, Type
Demographics
Age, Gender, Location,
Language, Martial
Status, HHI
Psychographics
Interests, Beliefs,
Values
Behavior
Custom Audiences
Purchases, Retargeting,
Moving

27. Features of a Facebook Ad - Mobile

28. Features of a Facebook Ad - Desktop

29. The Decline of Organic Reach and Value of
Fans
Fans Exposed to Organic Content
Unexposed
Exposed
Since Facebook updated their
algorithm toward engagements,
brands are only reaching on average,
2% of their fans with organic
content
Thus in most cases we would not
recommend Fans as a KPI or initiative
given the significant decrease in value
of driving fans.

30. Social Has Become “Pay to Play”
• Social used to start with strong owned
content, and it garnered earned media
(engagements, impressions) it would
then be amplified with paid
• With Facebook leading the charge in
updating its algorithm to “pay to play”
social now starts with paid, garners
earned and uses owned primarily for
listening and moderation purposes
Paid
Owned
Earned

31. Facebook Ad Placements
Right Hand Rail: Desktop Only News Feed: Desktop and Mobile
• Efficient Reach; Lower Response-Rates
• No Video
• FB Brand Page not required
• Better Real Estate; Higher CPMs*
• Higher response rates
• FB Brand Page required

32. Facebook Ad Examples
Facebook Native Video Post AdFacebook Photo Post AdFacebook Link Post Ad

33. Facebook Ad Guide – by Objective
Objective Overview
Clicks to Website Drive users to defined sections of your website
Website Conversions Optimize to drive users to take specific actions on your website
Page Post Engagement Engagements include likes in your post, comments, shares and photo views
Page Likes Connect users to your business by driving them to become a fan of your page
App Installs Drive users to install your brands mobile application
App Engagement Encourage users to engage with your mobile application
Local Awareness* Optimize to reach people near your business. *Only available in select countries
Event Responses Highlight your event on Facebook to gain more user response
Offer Claims Promote discounts or deals for people to claim at your business
Video Views Use a video in your ad to encourage users to watch your brand content
Lead Generation Optimize your ad to capture leads within Facebook’s native platforms
Creative examples & more information: https://www.facebook.com/business/ads-guide

34. Facebook Ad Units by Objective
Goal/KPI Primary Ad Unit Secondary Ad Unit(s) Notes
Reach/Awareness Video/Photo Ads Link Ads
Engagement Video Ads Photo Ads
Video Views Video Ads
Generally, YouTube links within ad
copy do not drive high CTR
Website Clicks
and Website Actions
Link/Carousel Ads
Leverage a CTA button within both
units
to increase CTR
Product-focused content
drives increased CTR, CVR, ROAS
Offline Conversions Offer Ads Photo Ads
Offer ads drive user to store with
enticing offer; if offer ad isn’t present,
run photo ads bidding towards reach
to maximize awareness of deal
Fan/User Acquisition Page Like Ads Lead Gen Ads
Utilize creative assets that portray
positive brand association
*Does not include recently rolled out creative such as ‘Canvas’ ad unit

35. INSTAGRAM

36. Introduction to Instagram
• Instagram is a social media channel
built around sharing content with
brands and people you ‘follow’
• The Instagram audience is growing
daily, with more than 400 million
active accounts globally
• While integrated with Facebook,
Instagram is it’s own unique
platform with different goals,
creative and actions that users can
take on the platform
400M+
Monthly
Actives
75% out
of US
3.5B
Likes
Daily

37. Features of an Instagram Ad

38. Instagram Ad Specs
Facebook has been known to unexpectedly rollout new ad products and
features that cause the specs to change
The link below is a good resource to use to stay up-to-date on the latest ad
specs and offerings
https://www.facebook.com/business/ads-guide/
In the following slides you’ll find the most recent examples with specs for the ad
products that Instagram offers at this time. If you have any questions feel free
reach out to any member of our team

39. Facebook/Instagram Grid Overlay Tool
• Ads that have more than 20% of text in their image won't be approved to run on
Facebook or Instagram. For two reasons:
1. Too much text can look like spam and make people think that your ad is low quality
2. Facebook ads allow for multiple text fields (headline, body) that allow the advertiser to
clearly explain why you're advertising and what you want them to do
• To help advertisers measure how much text their image contains they’ve provided a Grid
Tool for advertisers to use
• Facebook Text Overlay Grid Tool
https://www.facebook.com/ads/tools/text_overlay
• Upload an image below to see how much text you're using. After you upload an image,
we recommend marking five boxes on the grid in order to determine whether your
creative is likely to be acceptable to show on Facebook or Instagram

40. Instagram Ad Units
Photo Video Carousel

41. Instagram Call-to-Action Options
Website Link
Book Now
Contact Us
Download
Learn More
Shop now
Sign Up
Watch More
Apply Now
Video Views
Watch More
Book Now
Contact Us
Download
Learn More
Shop Now
Sign Up
Apply Now
Mobile App Install
Use App
Open Link
Shop Now
Book Now
Play Game
Listen Now
Watch Video
Watch More
Download
Learn More
Sign Up

42. TWITTER

43. Introduction to Twitter
• Twitter is an online social networking and
microblogging service that enables users to
send and read “tweets” which are text
messages currently limited to 140 characters
• Twitter users connect in real time, which
allows Twitter to connect you toy our audience
with the most relevant brand and product
information
• These Tweets can influence conversations in a
way that can help build your business

44. Platform Basics: Twitter
Twitter is live, public and conversational
255 M+ active users | 1 billion tweets/1-2 days | 76% mobile
Device
Desktop, Mobile, Tablet, OS,
Type
Demographics
Gender, Location
Psychographics
Interests, Beliefs, Values
(Interests & @handles,
keywords)
Behavior
Retargeting, TVCT
++ OR

45. Features of a Promoted Tweet

46. Twitter Ad Placements
• Start conversation, launch new
products, run major campaigns, or
target key dates to drive mass
awareness
• Appear in module on the left side of the
home page; positioned at the top of this
list for a 24-hour window and are
marked with a promoted icon
Promoted Tweets
• Gain wider distribution than organic
tweets
• Identified as promoted and only one
will appear in a user’s timeline at any
given time
• Can appear in Home Timelines, at the
top of relevant search results, Search
results for Promoted trends and on
desktop and mobile clients
• Can target to non-followers using
behavioral data
Promoted Trend Promoted Account
• Invites targeted Twitter users to
follow your brand
• Displayed in the “Who to Follow”
widget found on each Twitter sub-
page and on all mobile Twitter pages
• Can target using interest, geo, gender,
tailored audiences, TV targeting,
device targeting, keywords,
usernames/users like your followers,
language
*Does not include Twitter Moments - for more information please reach out to your Twitter Representatives

47. Twitter Ad Types Based on Objective
Drive to Content/
Website
Drive Purchase Video Views Drive to Website Lead Generation

48. Twitter Ad Examples
Twitter Promoted Trends
Twitter Promoted
Accounts
Twitter Promoted Tweets
Twitter Native Video
Twitter Lead Gen Card

49. APPENDIX

50. Paid Social Global Contacts & Resources
• For more information regarding Paid Social best
practices, documents or support please contact:
– Ashley Shaffer | ashley.shaffer@iprospect.com
• The following documents are available for all
teams reference. Please reach out if you are
interested in any of the below materials
– Organic Social Media Playbook
– Platform Specific Best Practices
– Paid Social KPIs

51. Paid Social Platform Resources
• Facebook Ads Guide
• https://www.facebook
.com/business/ads-
guide/?tab0=Mobile%
20News%20Feed
• Facebook Targeting
• https://www.facebook
.com/business/produ
cts/ads/ad-targeting/
• Business Manager Basics
• https://www.facebook
.com/business/learn/
how-business-
manager-works/
• Facebook Power Editor
• https://www.facebook
.com/business/learn/
how-power-editor-
works/
• Instagram Video Ads
• https://www.facebook
.com/business/ads-
guide/video-
views/instagram-
video-views/
• Instagram Link Ads
• https://www.facebook
.com/business/ads-
guide/clicks-to-
website/instagram-
links/?toggle0=Photo
• Instagram App Ads
• https://www.facebook
.com/business/ads-
guide/app-
installs/instagram-
mobile-
app/?toggle0=Photo
• Twitter Ads
• https://ads.twitter.c
om/login?ref=gl-pg-
btc-homepage
• Twitter for Business
• https://business.twit
ter.com/
• Twitter Basics
• https://business.twit
ter.com/basics
• Twitter Analytics
• https://business.twit
ter.com/analytics
• LinkedIn Business
• https://www.busine
ss.linkedin.com
• LinkedIn Ads
• http://partner.linked
in.com/ads/info/Ad
s_faqs_updated_e
n_US.html
• LinkedIn Best Practices
• http://partner.linked
in.com/ads/info/Ad
s_bestpractices_e
n_US.html
• LinkedIn Ads Playbook
• http://partner.linked
in.com/ads/playbo
ok/playbook.pdf

52. Instagram Link: Clicks to Website Image
Design Recommendations
Image ratio: 1:1
Image size: 1080 x 1080 pixels
Your image may not include more than
20% text.
Caption: Text only, 125 characters
recommended
Technical Requirements
Image ratio: 1.9:1 to 1:1
Minimum resolution:
600 x 315 pixels (1.9:1 landscape) / 600
x 600 pixels (square)
Caption: Text only, max 2,200 characters

53. Clicks to Website: Instagram Carousel
Design Recommendations
Image size: 1080 x 1080 pixels
Caption: Text only, 125 characters recommended
Technical Recommendations
Minimum number of images: 3
Maximum number of images: 5
Image ratio: 1:1
Minimum resolution: 600 x 600 pixels
Maximum resolution: 1936 x 1936 pixels
File type: .jpg or .png
Maximum size: 30MB per image
Your image may not include more than 20% text.
Caption: Text only, max 2,200 characters

54. Mobile App Install Image: Instagram
Design Recommendations
Image ratio: 1:1
Image size: 1080 x 1080 pixels
Your image may not include more
than 20% text.
Caption: Text only, 125 characters
recommended
Technical Requirements
Image ratio: 1.9:1 to 1:1
Minimum resolution: 600 x 315
pixels (1.9:1 landscape) / 600 x
600 pixels (square)
Caption: Text only, max 2,200
characters

55. Mobile App Install Video: Instagram
Design Guidelines
Text: 90 characters
Headline: 25 characters
Video: H.264 video compression, high profile preferred,
square pixels, fixed frame rate, progressive scan
Frames: 30fps max
Format: .mp4 container ideally with leading mov atom, no
edit lists
Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV,
1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or
2:40:1 / Widescreen, no pillar boxing or letter boxing
Audio: Stereo AAC audio compression, 128kbps +
preferred
File Size: Up to 1.75GB max
Bitrate: No limit to bitrate file if you're using two pass
encoding, as long as long as your file doesn't exceed 1
GB. Otherwise, 8 megabits per second for 1080p and 4
megabits per second for 720p.
Length: 45 minutes max

56. Video Views: Instagram
Design Recommendations
Aspect Ratio: 1:1
Video: H.264 video compression, high profile preferred, square
pixels, fixed frame rate, progressive scan
Format: .mp4 container ideally with leading mov atom, no edit lists
Audio: Stereo AAC audio compression, 128kbps + preferred
Caption: Text only, 125 characters recommended
Technical Requirements
Caption length text: Text only, max 2,200 characters
Video aspect ratio: 1.9:1 to 1:1
Length: 30 seconds max
Thumbnail image ratio: Should match the aspect ratio of your
video. Your thumbnail image may not include more than 20% text.
Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600
pixels (square)
File Size: Up to 30MB max
Frames: 30fps max
Bitrate: No limit to bitrate file if you're using two pass encoding, as
long as long as your file doesn't exceed 1 GB. Otherwise, 8
megabits per second for 1080p and 4 megabits per second for
720p.

57. Tagging
Overview
Click tag: A piece of code/tracking mechanism
(HTML) that sends the consumer from an ad to the
destination page. Tracks all post-ad* activity from
users who actually click-through on the ad
View tag: Another code that tracks performance
beyond last click. Tracks all post-ad* activity from
users who simply see the ad (i.e. based off
impressions regardless of user interacts with ad)
Implementation
Click tag: Place a respective click tag
where the destination URL would
typically go. Remember the click tag
drives you to the destination page.
View tag: Place the view tag in the “view
tag” field during campaign/post creation.
Benefits
We are able to report on unique visits to the site and de-dup data.
Whereas platforms can provide data on age, gender, & device performance

58. Less focus on Fans & Engagements
Research shows that engagements are not
correlated with any business objectives –
whether it be awareness, ad recall, favorability
or intent to purchase.
Instead, engagements tell us more about the
type of consumer we are targeting and
whether they tend to be consumers, engagers,
commentators or authors of content.
This paired with the decrease in organic
reach to less than 2% of fans on average,
leads us to recommend a shift in success
metrics and thus campaign planning.

59. Paid Social Marketing – Paid, Owned & Earned