2013Social AdvertisingBest Practice GuidelinesApril 2013 2013 interactive advertising bureau

Table of ContentsIntroduction3Purpose4POE Media Framework5Examples – Paid Social Advertising7Social Media Planning Process14Measurement Framework17Consumer Policies for Social Ads18Legal and Regulatory Considerations20Guidelines21Future Updates25Glossary26Acknowledgements28IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 2

IntroductionThe rapid take up of social networking has changed the way peoplecommunicate and how brands engage with their target audience.Over 65% of Australian internet users have a presence on social media sites*.Although the uptake for business has been slower with currently 50%* of largecorporations being involved in social media, it is one of the main areas of digitalindustry growth with 71%* of marketers saying they will increase theirparticipation in social media over the coming years.Social media is now an integral part of the overall marketing communicationsmix: as a powerful tool to engage and converse directly with customers, it isbecoming a central part of many organisations’ toolkits.*Source: Forrester/ Nielsen Netview - March 2012IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 3

PurposeFor many organisations, the pace of change in social media and specifically insocial advertising products has made it challenging to set clear campaignobjectives and achieve measurable outcomes.In publishing this best practice paper IAB Australia, via its standards andguidelines council, seeks to provide information, structure and clarity on socialmedia as a marketing vehicle.A useful way to plan and execute a campaign that includes social media is awidely adopted marketing framework called the Paid, Owned and Earned(POE) media framework. It provides clear categorisations for the wide range ofmarketing initiatives that can make up a marketing campaign. It is defined inmore detail in the next section.This best practice paper will explain how the entire POE framework works butgiven IAB Australia's primary focus on interactive advertising, the focus will beon social media in the Paid environment i.e. social advertising.This document is intended for agencies, marketers and service providersdelivering social advertising who already have a basic knowledge of digitalmedia.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 4

POE Media FrameworkThe Paid, Owned and Earned (POE) media framework enables marketers tostrategically analyse their marketing communications mix and to makedecisions on how to best allocate their resources, by taking into account thesocial context.It comprises of:o Paid (or Bought) Media – Media where a financial investment is made to place amarketing message. Examples include paid search, social ads, display ads, TVC’s, printand outdoor.o Owned Media – Media that is owned and controlled by a brand. Examples includesocial pages, mobile apps, websites, retail outlets, brochures and products.o Earned Media – Media that is driven by consumers sharing, conversations andengagement. It is usually a result of a brand’s owned and paid media efforts, however itshould not be considered as part of an advertisement. Earned media has alwaysexisted in the form of traditional word of mouth but today, online tools such as socialnetworks and blogs have amplified the scale and enhanced the measurability of earnedmedia.The key to the POE media framework is to understand the way all the elementswork together and how an integrated plan is the best way to ensure marketingeffectiveness. The table on the next page illustrates the POE media framework.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 5

Media TypePaidOwnedEarnedDefinitionMedia the brand pays forMedia the brand controlsMedia the brand can’tcontrol but is delivered bycustomers and influencersas a result of the brand’sefforts in Paid and OwnedGeneralexamplesDisplay adsPaid bile appsRetail outletsProductsWord Of sSociallyenabledexamplesSponsored blog postsSocial network adsSocially enabled displayadsSponsored social mediaupdatesIn game adsVideo seedingSocial pagesBlogsRoleTo deliver brand messagesthat can feed Owned andcreate Earned MediaTo build brand assets togrow relationships withexisting and potentialcustomers and to createEarned MediaTo increase brandawareness and to buildcredibility, consideration orrecognition to ultimatelydrive sales conversionIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 6

Examples of Paid SocialAdvertisingSponsored Blog PostsSource: My Poppet When a company pays a blogger (cash or in kind) to blog about their product orservice. This is different to an advertorial since the blogger is paid to write the content asopposed to the sponsor creating the message.Best Practice:o Sponsored blog posts should be identified as a sponsored featureo The client should brief the bloggers about the product being covered in the post, but theblogger should maintain independence over the final content and positive or negativefeedbacko The client should set clear expectations with the blogger about whether they need toreview reactions and/or comments on the sponsored postIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 7

Social Network Ads (Facebook Ads, LinkedIn Ads,Sponsored Tweets)Definition: Advertising bought within a social network that is displayed within the network. Asponsored ad can also have an interactive component (e.g. poll, RSVP to attend an event,hashtag) and some of these ads can be integrated within newsfeed content.Best Practice:o The ads within social networks should be clearly identified as advertisingo The ads should display a call to actiono Ads on social networks can include friends’ interactions with the message whichsupports the call to action.o Testing multiple creative messages and optimising regularly is recommendedIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 8

Socially Enabled Display Ads/Image GalleryVan Huesen social pre roll on the Advertising bought on any website, which includes bookmarks and that enablesinteraction with an advertiser’s social pages or the ability to share or react to the content fromthe ad itself. These ads include IAB standard formats (see aswell as non-standard shapes. These types of ads can also be executed in an off line contextsuch as outdoor or print, with downloadable links or calls to action to engage on a socialnetwork.Best Practice:o Advertisers should ensure that their social pages are updated with content relating tothe ads for the duration of the campaigno Pre-formatted messages (Facebook shares, tweets including hashtags) should be preloaded within the social bookmarking features in the adso Advertisers should also consider the extent to which they want to actively moderate andcommunity manage the campaign to minimise any reputational risksIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 9

Sponsored Social Media UpdatesDefinition: An update on a social media network which has been paid for by a separatecompany in order to leverage the audience of that page. For example, a soft drink brand mightpay a sports team to do an update on their Facebook page promoting their product.Best Practice:o This should be identified as a sponsored update on social media, with the word“sponsored”, “paid” or “client” added at the end of the post e.g. sponsored post,sponsored storyIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 10

Game AdsDefinition: Paid advertising within a social game (e.g. Farmville). Users have to interact with anonline ad (click, enter a competition, register, watch a video) in order to earn more credits withinthat particular game. Usually once an action has been completed, the user returns to theirgame with the additional credits.Best Practice:o The buying model is often Cost Per Action, where the client only pays once a usercompletes a particular actiono This type of ad is recommended for acquisition and lead generation campaignso The product should be closely aligned to the game and the reward should be greatenough that the users do not mind the interruption to their gameIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 11

Video SeedingDefinition: Paid advertising, where a video is seeded across the internet in order to drive thenumber of overall views of that content. It is usually bought on a cost per view basis andadvertisers often use this at the start of a campaign when it has a small number of views. Itdiffers from organic viral (earned) views and video pre-rolls.Best Practice:o Video content can be seeded in a number of ways with examples including but notlimited to sponsored YouTube videos, sponsored blog posts, Google sponsored videolinks or keyword taggingo Video seeding is now a common way to launch a new piece of content, gain momentumand increase the possibility of the content spreading organicallyo Make sure the ads are well branded (branding and messaging should be readilyapparent)o Keep the brand constant when using companion adso Make your ads enjoyable and entertainingIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 12

o Online video allows consumers to have an interactive experience with their brand, makethe most of ito Make sure that content is synergistic with offline marketing effortso Engage and establish relevance quickly throughout the videoo Make sure that what is being advertised in the video is clearo Keep in mind that many viewers may not have the audio turned on — do not rely on acatchy jingle or song to solely communicate your brand messageIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 13

Social Media Planning ProcessOverviewThrough this Best Practice guide, IAB Australia seeks to provide guidance on the social mediaplanning process to enable organisations undertaking a social media initiative to optimiseresults and achieve their objectives. When commencing a social media initiative, adequate timeand attention should be planned out for briefing, planning, buying and monitoring.Detailed guidance is provided for the following key stages of a social media project:o Briefing (applies to paid, owned and earned media)o Strategic planning (applies to paid, owned and earned media)o Planning and buying (only applies to paid media)o Campaign set up and optimization (only applies to paid media)Briefing (applies to paid, owned and earned media)Social media should be briefed as part of the wider media strategy. The social media teamshould be involved from the beginning and all areas of the campaign should be considered in asocial context. Advertisers need to consider what the objective of the social media activity are.For example:o Build a communityo Generate conversationo Increase positive sentiment / decrease negative sentimento Shift conversation topico Drive engagemento Thought leadershipo Develop a follower ecosystemAdvertisers should also ask themselves:o Why social?o What do we want people to do?o Why should people care?o Why would people share?IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 14

Strategic Planning (applies to paid, owned and earnedmedia)The following should be considered when developing a social advertising strategic plan andwhen planning its execution:o How does this deliver on the wider campaign objectives?o Audience insights: what social networks are being used and why?o What KPIs should be used? How should the success be measured? For example,should Fans / Engagement / Leads / Competition Entries / Conversation / Brand metrics/ No followers all be measured?o What data is to be collected? Who will own and house the data? How will it be used inthe future?o What else is required? For example: Profile set up / Community Management / CustomApplications / Media support / Listening tools / Crisis Management Plan / FollowerEcosystemo How long will the campaign run for? For social media campaigns, the recommendationis for them to be “Always on”o Who are the admins / who will be posting content, moderating?o What is the process of escalation / who and what should be sent to client?o Who is responsible for managing the community if / when the campaign ends?Planning and Buying (only applies to paid media)Social advertising should be planned alongside the broader media campaigns. When planningand buying social advertising, advertisers should consider:What type of paid media?o Ads on social networks / socially enabled display ads / social game ads How will it be bought?o Buying type can be either CPM (cost per thousand), CPC (cost per click), CPA (cost peraction) or fixed priceo Will it be bought through an IO (insertion order) or self-serve?o Will a Cost per follower be incurred?What are the creative requirements?o What are the formats / versions, delivery deadlines and testing?IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 15

Campaign Set Up and Optimisation (only applies to paidmedia)The campaign should be trafficked alongside the digital media campaign.Adserving and trackingo Is it possible to adserve?o Should the advertiser be working with creative agency to ensure ads working and areloaded into the adserver?o Will the ads be driving to an online community or site?o Is tracking possible?Reportingo Regular reports should be pulled from social platforms and combined with digital andsocial community reportso Information shown in reports should include media metrics such as reach, Click ThroughRates and also social media metrics such as Likes, Shares and Sentiment trackingOptimisationo Several creative formats are recommended to allow for optimization. For ads onFacebook, the copy and image can be easily tested and changed.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 16

Measurement FrameworkMeasuring social media efforts often requires a different approach to the oneused for other online channels. Due to its softer nature and viral spread, specificcampaign KPIs and a tracking toolkit might need to be employed.The measurement metrics chosen will depend on the specific goals and stage ofthe activity. Below is a proposed framework giving a broad overview of how tomeasure the success of your social advertising efforts.(Referenced from IAB UK - Social Media & B2B Marketing)Note: There is no central point of data. Information can be pulled and aggregated from socialtouch points. If you need more information speak to your experts.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 17

Consumer Policies for SocialAdsThe following section outlines recommendations around opt-in and opt-outpolicies when creating and delivering social ads.Opt-in RecommendationsProfile CreationFrom initial profile creation to ongoing usage of this data, it is important for consumers to havea complete understanding of what, how, when, and to whom their data or likeness will be usedfor delivering social ads.Upon initial creation of a profile within a social media site, consumers should be given theoption to share their information for social ads within the actual domain they are joining andpotentially outside of that social network as well. Beyond this general opt-in for social ads,consumers should also have the ability to opt-in to sharing information with friends and differentnetworks of friends they are connected with.Ad PreviewWhen incorporating consumer profile data into social ads, advertisers will need to showconsumers exactly how their likeness or information will be used within a preview of the aditself. This preview should be available to the consumer prior to the ad’s actual distributionwithin the social media site. Additionally, consumers should be able to select what groups offriends will see the ad or opt-in to having the ad served to their entire network. There must bean explicit approval of the ad by the consumer prior to its distribution. Optionally, a consumermay waive future notices with an auto opt-in function, where consent to share information isassumed on a go-forward basis unless otherwise stated through an opt-out action.Benefit StatementsAs privacy concerns regarding social advertising continue to dominate much of the press, it isimportant for publishers to also provide strong benefit statements to their consumers so thatconsumers understand why targeted relevant advertising will be beneficial to them. Somepotential benefits to highlight are:o The ability to receive offers and information about goods and services relevant to yourinterests, affinities, or friendso The control to minimise the serving of irrelevant adso The ability to discover new products and services directly from your friends, networks,and credible authorso The ability to access free content on the Web that is supported by paid advertising,including social advertisingIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 18

Opt-out Recommendations:When an online ad is delivered to consumers, they typically have no idea who is delivering thead. It is therefore important that consumers are provided with a specific notice regarding howtheir information is being used to deliver the ad, including who is serving the ad, how theconsumer’s information is being used to deliver the ad, and providing the ability for theconsumer to opt-out of having his / her information used in the delivery of ads from theidentified vendor.Good examples of opt-in and opt-out languages are available here:o Google Ad Preferences Manager: Google Privacy Center: /ads/o Facebook php/Facebook Connect Policieso Your Online Choices website – online behavioural advertising utIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 19

Legal and RegulatoryConsiderationsWhen executing social media initiatives, it is important that all legal guidelinesincluding relevant local legislation as well as specific guidelines within socialmedia channels are followed.Legislation – Privacy / SpamRespect all laws and regulations in relation to privacy (Privacy Act 1988), spam (Spam Act2003), and other applicable laws relevant to the industry or products/services.Data OwnershipSocial sites may have different policies around data ownership, check each site’s terms of useand privacy policy to determine who owns consumer data and how it can / can’t be used by theadvertiser.Potential Legal LiabilityCurrent legal opinion is that publishers are not responsible for user generated comments onsocial platforms such as Facebook until such time as they are notified of abusive commentsand have an opportunity to further investigate and take any appropriate action. Advertisersshould consult with their legal advisor and consider which community management strategiesthey wish to use within their campaigns.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 20

Privacy GuidelinesSocial media offers a potentially rich data environment for marketers to betterunderstand online consumers. The collection and use of data through socialmedia sites may not be considered under traditional online privacy policies,creating a potential need for additional privacy policies to govern what and howsocial data may be used in the context of social advertising.Privacy guidelines ensure that data collected from consumers is done withconsumer consent, that consumers have appropriate notice and choice in whatand how their data is used, and that data access and use are consistent with theprivacy expectation set with the consumer. Given the profile, social graph, andinteraction data that can be collected and used from social sites to deliver socialads, additional privacy policy content may need to be presented to consumers togovern the data capture, data disclosure, and data use.Organisations should not knowingly collect social and profile data from childrenunder 13 for social advertising or knowingly engage in social advertising directedto children under 13 without obtaining parental consent.1. Data CaptureData capture refers to information that is accessed and collected about consumers for usewithin social ads.a) Opt-in Requirement: Profile data submitted by consumers within a given socialnetwork may be accessed for use within a social ad. It is important that before thisdata is accessed for use within an ad, the consumer explicitly opts-in or consents toapproving their data to be used in the delivery of social ads. This consent may beprovided when consumers initially input their profile information when they join asocial network, or as part of an option to enable access to their profile informationonce they have joined the social site.b) Profile Data: After consumers join a social site, they should be able to view andmodify their profile information as well as adjust what data is accessed for use withina social ad. This includes being able to specify whether their picture and name canbe accessed by a social ad.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 21

c) Third Parties: If a third party accesses the consumer’s social data for the purposesof social advertising, the consumer should be notified of this access and these thirdparties should not be able to store consumers’ profile data independent of theoriginal consumer profile. This provision prevents third parties from accessing andaggregating profile data from consumers. The recommended maximum time aconsumer’s data should be cached is no longer than 24 hours, and this cache isonly in memory, meaning the consumer’s profile data should not be stored to disk bythird parties.d) Personally Identifiable Information: If consumers have disclosed any personallyidentifiable information as part of their profile for the social ad, then the Privacy Act1988 (Cth) applies. Additional protections such as encryption or hashing methodsmay be required depending on the sensitivity of the data.2. Data DisclosureData disclosure policies communicate to consumers what data is accessed and how this data isbeing used. These policies are typically available within a publisher’s Privacy Policy and canalso be made available on other pages the consumer frequently visits.a) Notice: First and foremost, consumers should be notified of all data accessed aboutthem and how this data is used. The language should clearly itemise the scope ofdata accessed about consumers, including any profile data, aggregated data aboutconsumer’s interaction with other consumers within their social graph, and / orgeneral interactions with other consumers. Consumers should also be notified whentheir social data, including associated friends, may be used to target social ads tothem and in advertising delivered to them and / or their friends.b) Choice: Prior to use of consumers’ profile data for social ads, consumers shouldexplicitly opt-in and be notified of what profile data will be used for the social ad.c) Profile Data: As part of the notification policy, consumers should be informed as tohow long their profile data may be used for commercial purposes, and how often itmay or may not be updated.d) Third Parties: Any data shared with third parties for social advertising, either in theform of just being accessed or if the third party stores consumer data, should becommunicated to consumers.3. Data UsageData usage policies govern the scope of how data should be used that is accessed from theconsumer. Any social data about consumers should only be used for social ads targeted toconsumers within the social network for which the data was collected, unless the consumer hasexplicitly opted-in to their data being shared within another domain for social ads.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 22

Examples:o As an example of content that provides consumers with notice of what and how theirprofile information is using used, specifically for commercial purposes, refer toFacebook’s privacy policy: Note that Facebook’s privacycontrols also empower consumers to turn off and on what data can be accessed bywhom.o As an example of how to explain a consumer’s profile information being used on partnersites, refer to LinkedIn’s privacy vt &goback %2EaasIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 23

Additional GuidelinesMany social media platforms have developed their own guidelines and it isadvised that they should be adhered to:FacebookThese two guidelines define what activities a Facebook Page or ad can undertake in relation todesign and running promotions or competitions on their network.Facebook Page Guidelines guidelines.phpFacebook Advertising Guidelines guidelines.phpTwitterThis guideline outlines how to publish tweets externally and includes how to credit the originalauthor of a rticles/18311-the-twitter-rules# ise/advertiser-playbook.htmlGoogle content policy /policy/content.htmlGoogle's privacy dIn pop%2Fpop sas guidelinesIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 24

Future UpdatesSocial advertising is constantly evolving as new platforms and technologiesbecome available and adopted.This document serves to outline the current common local practices and will beupdated on a regular basis as new forms of social advertising emerge.This document will also include reference to the work of other industry bodieswhere relevant.IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 25

GlossaryThis glossary can be used along or independently to the social advertisingguidelines; it aims at providing simple definitions to key elements of socialadvertising. Broader digital advertising definitions can also be found in other IABdocumentation: : An online journal hosted on a personal website for sharing ones thoughts or opinions ontopics of interestBookmark: A specific destination on the web of particular interest to a user that has been‘marked’ in order to return to itCommunity Management: The process of fostering and developing a community online,including responding to questions and prompting conversationEarned Advertising: Advertising that is earned as a result of social discussion around aproduct or brand, including PR and news coverage of content resulting in amplified awarenessat no costFan / Follower: Someone who has opted into receiving ‘status updates’ from a product orbrand on a social networkForum: An online discussion board where users can express their ideas and views on aparticular topic of discussionOwned Advertising: Advertising that a brand controls which can appear in their site or on theirproductsPaid Advertising: Digital Advertising that is paid for by an advertiser which can appear insideof a variety of ad units, commonly seen in MRECs and LeaderboardsSocial Analytics: Data and information captured about a user on a social network which canmeasure time on site, the level of content engagement and the total number of friendsSocial Gaming: Games or applications played within a social network such as FacebookSocial Graph: Coined by the founder of Facebook; Mark Zuckerberg, a Social Graph is globalmapping device that illustrates the connections that a user has within a larger social networki.e. Facebook.Social Listening: Sentiment tracking within social networks and site to ascertain the overallsentiment towards a brand or productSocial Networking: The process of developing an online network of friends and colleagues viause of social websites such as Facebook, Twitter and LinkedInSocial Page: A page or presence within a social network managed by a brand for two wayinteractionIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 26

Sponsored Blog Post: A post on the blog of an individual that has been paid for by anadvertiser or sponsorStatus Update: An update from a specific individual or brand within a social network, ‘updating’their friends on their statusTagging: The act of identifying someone by name in a post or image within a social networkVideo Seeding: The process of posting videos to forums and online communities in order togenerate awareness of contentViral: The rapid social amplification of content amongst users generating mass awarenessWord Of Mouth: The passing of information from one person to another via spokencommunication on a specific topicIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 27

AcknowledgementsIndividuals involved with the creation of this document:Lauren Oldham – Media Federation Australia (MFA)Marie Sorin (Team Lead) – Fairfax MediaMichele Havas – The Communications CouncilNatalie Sutton – Mi9Rachel Beaney – Network 10Russ Watts – PHDSuz Koch – Yahoo!7These guidelines were produced through IAB Australia’s Standards and GuidelinesCouncil on which these company sit.This document is supported byIAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 28

IAB SOCIAL ADVERTISING BEST PRACTICE GUIDELINES – APRIL 2013 8 Social Network Ads (Facebook Ads, LinkedIn Ads, Sponsored Tweets) Definition: Advertising bought within a social network that is displayed within the network. A sponsored ad can also have an i