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What's Happening in the World of Paid Social: 2017 Insights and Predictions

What's Happening in the World of Paid Social: 2017 Insights and Predictions

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In this live webinar, Hanapin’s Mary Hartman and Simply Measured’s Bryan Blackburn join forces to share the insights gained from both Hanapin’s State of Paid Social 2017 and Simply Measured’s 2017 State of Social Report.

In this live webinar, Hanapin’s Mary Hartman and Simply Measured’s Bryan Blackburn join forces to share the insights gained from both Hanapin’s State of Paid Social 2017 and Simply Measured’s 2017 State of Social Report.

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What's Happening in the World of Paid Social: 2017 Insights and Predictions

  1. 1. #thinkppc & What's Happening in the World of Paid Social: 2017 Insights and Predictions HOSTED BY:
  2. 2. Presenters • Bryan Blackburn – Content Marketing Manager at Simply Measured – @bdblackburn34 • Mary Hartman – Account Manager at Hanapin Marketing – PPC Hero Blogger – @PPCHartman
  3. 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
  4. 4. Our Clients
  5. 5. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  6. 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  7. 7. #thinkppc The State of Paid Social 2017
  8. 8. The State of Paid Social 1. About the report 2. How marketers spend their budgets 3. How marketers will spend on social in the future 4. Key takeaways by social platform: a. Facebook, Instagram, Twitter, LinkedIn, Pinterest, Snapchat 5. The next big things in social 6. Social strategy & conversion goals
  9. 9. About the Report Did you know? 72% of marketers are spending less than 15% of their budget on social. • Facebook continues to lead the charge, with 73% of marketers investing a majority of their social budget on Facebook. • 63% of marketers say they will increase their social spend by 2018.
  10. 10. The State of Paid Social: Study Breakdown • Account Manager: 17% • C-level: 4% • Manager: 30% • Owner: 13% • Specialist: 21% • VP/Director: 15% • 57% agencies • 3.05% consultant • 39.95% brands • 12 different verticals: –Consumer package goods, Education, Finance, Home Improvement, Insurance, Publishing, Retail, Services, Technology, Travel
  11. 11. Budgeting: Into which Social Platforms are Advertisers Currently Investing their Budget?
  12. 12. Budgeting: Into which Social Platforms are Advertisers Currently Investing their Budget? • Facebook continues to be the leading social platform for advertiser dollars • Instagram is growing rapidly and LinkedIn and Twitter aren’t far behind. • Instagram’s newest ad formats have the potential to keep driving the platform’s popularity: – Instagram Stories – App Installs – Carousels
  13. 13. Budgeting: How Will Advertisers Change their Budgets in the Next 12 months? In the next 12 months, advertisers plan to make significant increases to Facebook, Instagram, and LinkedIn budgets. We see smaller increases in Pinterest, Snapchat, and Twitter. The biggest decrease is in Twitter.
  14. 14. Facebook Nostalgia (2004)
  15. 15. Facebook • 73% of marketers invest the majority of their social budget on Facebook • Most Effective Features: Single image ads and carousel ads • 35% of marketers are still not investing in video ads, even though the Facebook algorithm now gives favor to video in the news feed. The vast majority of marketers say they aren’t investing in Facebook’s new ad formats like: ● Canvas ● Collections ● Lead Ads ● Gif ads
  16. 16. Instagram Nostalgia (2010)
  17. 17. Instagram • 33% of marketers are not investing their budget in Instagram, and 26% are investing very little. • Most Effective Features: Photo ads, with Video and Carousel ads close behind New features to keep an eye on: ● Instagram Stories (similar to Snapchat stories) ○ 81% of advertisers are not using story ads ● App installs
  18. 18. Twitter Nostalgia (2007)
  19. 19. Twitter Is Twitter on the downhill? 63% of marketers are not using any features at all on Twitter for paid advertising. Advertising Features: ● Most effective feature: Twitter Lead Cards and Website cards ● New features to keep an eye on: Promoted videos, App Installs Advertiser Concerns: ● Audience quality ● User base is growing at a much slower rate compared to Facebook and Snapchat. ○ Has stalled out with appx. 300-350 million daily active users Twitter provides a live, real-time audience with specific interests. Marketers lack confidence in Twitter’s ability to maintain strong, engaged audiences & content.
  20. 20. LinkedIn 51% of marketers are still not investing in LinkedIn Advertising Features: ● Sponsored Posts ● New features are being rolled out all the time: ○ Conversion tracking (finally!) ○ Matched audiences for: ■ Website remarketing ■ Email list remarketing ■ Marketing automation platforms: Works with Marketo, Oracle Eloqua or LiveRamp ○ Lead gen forms for mobile users ● Sponsored InMail (cost per send, not per view) Advertiser Concerns: ● Extremely high CPCs ($9-$15+ per click)
  21. 21. Pinterest By far the most underutilized social platform 79% of marketers do not use any of its features. Advertising Features: ● Promoted App Pins ● Visual Search, Lens, Instant Ideas Advertiser Concerns: ● Visual medium ● Considered an e-commerce only channel Pinterest is a low competition channel. Easy to use, now may be the time to test ad formats.
  22. 22. Snapchat Nostalgia (2011)
  23. 23. Snapchat • 81% of marketers are not investing in Snapchat ad features • Most effective: Geofilters • New Features to keep an eye on: – Sponsored Lenses – Deep Linking – Autofill Forms – Snap Map
  24. 24. The Next Big Thing in Social Social Marketers are Hyping Up Video as the Next Big Thing When marketers were asked what they thought would be the next big thing in social, there was an overwhelming response about video, in all areas. Whether it was video ads in general, Facebook live video, Instagram story ads, or VR, we’re seeing a large trend toward video in various social platforms.
  25. 25. Which Social Platforms work for Which Devices?
  26. 26. #thinkppc Social Strategy & Conversion Goals
  27. 27. How Important Is Paid Advertising in Your Overall Social Strategy?
  28. 28. Do You Have Web Traffic and Conversion Goals for Social Media?
  29. 29. Which Paid Ads Do You Find Most Useful for Your Social Strategy?
  30. 30. Offers! A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) B. No Thanks!
  31. 31. Live Q&A Time!
  32. 32. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Contact Simply Measured Directly: bryan.blackburn@simplymeasured.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

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