Facebook

1. PAID SOCIAL PLAYBOOK
OVERVIEW AND BEST
PRACTICE / CAMPAIGN PILOT
EXAMPLES
Ashley Shaffer
iProspect
Ashley.Shaffer@iprospect.com
*If you have questions, please feel free to use the webinar chat feature

2. Agenda
• Paid social media playbook overview and highlights
• FMP social management platform update and evaluation criteria review
• Q4 2015 paid social media case studies
*If you have questions, please feel free to use the webinar chat feature

3. Global Paid Social Media Playbook Overview
In Q1 of 2016 we updated the Paid Social
Media Playbook to provide updated best
practices, strategies, and platform overviews.
This playbook includes the following:
• Overview of social media: paid – owned - earned
• Key considerations for launching a new Paid Social
campaign and Paid Social planning framework
• Publishers review of the following platforms:
• Paid Social case studies from the globe
*If you have questions, please feel free to use the webinar chat feature

4. Global Paid Social Media Playbook Highlights
Paid social alignment to objectives & the decline of organic reach
Paid social strategies , planning & support
Social platform basics Ad units by objective
Paid social promotion tactics
Standardized KPIs
*If you have questions, please feel free to use the webinar chat feature

5. Global Materials Distribution Process
The paid social playbook, and similar documents, are shared with the
iProspect global regional leads in each hub who then distribute down to the
local markets.
iP global central
team
iP global regional
lead
iP local market
This process has been standardized across all teams, and documents and
materials are shared on an on-going basis – following this structure.
*If you have questions, please feel free to use the webinar chat feature

6. FMP Paid Social Media Evaluation Update
Currently, a limited number* of US accounts are on the Kenshoo Social
platform as we continue to evaluate key players in the FMP space.
At this time, we are also working closely with 4C, Brand Networks and
Sprinklr to further review their capabilities and establish potential demos
within the next 3-4 weeks.
Planned timing to complete FMP evaluation: End of Q2 2016
*US Chevrolet and non-divisional brands only
*If you have questions, please feel free to use the webinar chat feature

7. FMP Paid Social Media Evaluation Requirements
Platform requirements are structured to ensure client and agency needs are
addressed and integrate into the existing global marketing and data
ecosystem
Evaluation Criteria Platform Key Considerations
Client & Agency Needs
Product Features
Overall
Support
Price
Integrations & Marketing
Ecosystem
Reporting, Analytics and
Tracking
Supported Platforms &
Capabilities
Workflow, UI and Gained
Efficiencies*If you have questions, please feel free to use the webinar chat feature

8. Global Paid Social Case Studies
*If you have questions, please feel free to use the webinar chat feature

9. Facebook Lead Generation Unit
•Broad targeting allows for increased cost efficiencies
KEY TAKEAWAY
•Leveraged Facebook’s Lead Generation ad unit to capture leads with minimal requirements from user
Overview
•Most efficient CPL was achieved with broad targeting
•General creative did not align with a specific subgroup of targeting
Observations
•For campaigns with general in-market creative, target broad audiences as it sees better performance compared
to specific interest targeting
Recommendation & Next Steps
1 2
3 4

10. Facebook Carousel
•Facebook Carousel Ads generated stronger CPL and website CTR while promoting messages
specific to each nameplate
KEY TAKEAWAY
•Utilized Facebook Carousel unit to promote specific messaging
Overview
•Generated 63 leads at an efficient CPL
Observations
•Continue using Carousel ad for promotions that need to drive to different pages or highlight specific
vehicle features
Recommendation & Next Steps
Website CTR CPL
35% Increase
Compared to standard photo
post ad
66% lower
Compared to Standard photo
post ad
Unit Leads
Carousel ad 63 Leads
Standard Photo
Post ad
38 leads

11. Facebook Carousel
•Leverage Facebook carousel Ads to tell a story through visually appealing images
KEY TAKEAWAY
•Leveraged Facebook Carousel Ad to support professions service centers by providing consumers with car
care tips to prepare for winter weather needs
Overview
•Carousel ad units outperformed standard link posts driving a 2.3% CTR vs. 1.1% CTR
•Drove 50% more link clicks despite having 15% less impressions
Observations
•Leverage Facebook Carousel Ad Units to “Tell a Story” through visually appealing images
Recommendation & Next Steps

12. Facebook Persona Test
•Continue to test to determine if this strategy should be used consistently or for vehicles with a niche target
market
KEY TAKEAWAY
•Determine the effectiveness of serving ads on Facebook to a collective target that relates to the Camaro
media approach’s “Josh” persona*
•This target included a set of interest, in-market audiences, age and gender attributes
Overview
•Josh persona outperformed in-market audience
•14% lower CPO and 26% lower CPC than Chevrolet in-market benchmark
Observations
•Continue to test Persona targeting in accordance with media plans with the goal of fine-tuning the mix of
interest and in-market ad sets; determine if this strategy should be used consistently or only for vehicles with
a niche/highly unique target market
Recommendation & Next Steps
*Josh persona: 67% male,
42% female, educated and
enjoys staying active through
exercise. Ambitious, into his
own appearance which he
expresses through his style.

13. Twitter Audience Platform
•Twitter Audience Platform (TAP) generates large audience reach and delivers strong performance for
Twitter ‘Click to Website’ campaigns
KEY TAKEAWAY
•TAP expands the reach of social messaging by showing ‘Click to Website’ content on a large network of
mobile apps enabling the audience to interact with social content outside of Twitter
•Unit is full screen on mobile devices and contains a call to action button to that drives users to your website
Overview
•CTR was 6 times higher and CPC was less than half that of standard Twitter campaigns
Observations
•Recommend testing website outcome performance for TAP campaigns and comparing with standard
campaigns.
Recommendation & Next Steps
Example of how the
TAP placement
appears

14. Sequential Social Campaign
•Continue to leverage video and tweet remarketing features within social platforms
KEY TAKEAWAY
•Implemented ‘Sequential Remarketing’ strategy*:
•1) A micro moment which contains a 5-10 second video
•2) A 30-60 seconds of pre-roll video optimized to break through in the first 3 seconds
•3) The final moment executed via multi-product ad that contains the full suite of services from the brand
Overview
•Nielson brand study results:
•Sequential messaging drove +9pts lift in ad recall on Facebook and +6-ts lift ad recall on Twitter among
exposed users
Observations
•Continue to leverage video and tweet remarketing features within social platforms
Recommendation & Next Steps
Long Form Video
Cinemagraph
Carousel
*Full overview of Sequential Remarketing strategy available upon request
1
2
3

15. Instagram In-Market Segment
•Although it used the same targeting, Instagram did not perform as strongly as Facebook mobile for Segment
KEY TAKEAWAY
•Tested Instagram to determine if the platform could be used as a complement to paid social in-market
segment initiatives
Overview
•For a 1:1 comparison, Facebook was split into desktop and mobile placement
•Instagram CPO was more than 8x higher than Facebook and CTR was nearly 75% lower
•Outcome rate was less than 1%
Observations
•Do not use Instagram as an automatic supplement to paid social segment campaigns
Recommendation & Next Steps

16. THANK YOU
Ashley Shaffer
iProspect
Ashley.Shaffer@iprospect.com
*If you have questions, please feel free to use the webinar chat feature