1. IPRN – Berlin 2016
By Peter Haddock

2. Paid for social and influencers
Quick look at content
How we have been working – recent examples
Some of the results compared to not using advertising
What are other people doing?
How can we share this
Facebook are putting their rates up

3. Example content map

6. What happened – where did it lead to
Content made part of a social campaign
Lionel received calls
9 direct messages on facebook messenger
At least 2 units were sold to date
Client has now asked to focus on stories from customers with more social media presence
We are launching a technology content driven campaign this month

8. Facebook generate – your own subtitles

9. Project Details
Finning UK & Ireland host second IronPlanet and Cat Auction Services unreserved public auction.
Held on 18th October 2016 at Rockingham Speedway in Corby, UK.
Edson Evers created and implemented a social and digital campaign driven by renowned industry blogger Nick Drew, from The DiggerMan Blog
Campaign over three months

10. Figures at a glance 9 Videos and one YouTube playlist 59 Tweets
40 Facebook posts
9 blog posts
One dedicated ‘auction’ page on Finning News
Videos
Total views: 168,436
Twitter
Total no. of impressions: 229,978
Facebook
Total no. of impressions: 244,641
YouTube
6,800 minutes viewed
Social Media Advertising budget:
£500

11. Facebook Second Auction – 18th October 2016 40 posts
29 ‘standard’ posts
11 promoted posts
Total cost of promoted posts
£216.92
Total Reach
171,223 people
Total number of impressions
244,641
Total video views
131,275
No. of people to view 95% of videos
7,222
Target Audience
General Contractors, Plant Operators, Construction industry professionals
COMPARISON: First Auction– 20th April 2016
43 posts
43 ‘standard’ posts
Total Reach
29,509 people
Total number of impressions
70,673
Total video views
3,957
No. of people to view 95% of videos
769

12. Twitter Second Auction – 18th October 2016 59 posts
50 ‘standard’ tweets
9 promoted tweets
Total cost of promoted posts
£200.00
Total Impressions
229,978 people
Total number of engagements
3,333 replied, liked and retweeted
Total video views
31,231
No. of people to clickthrough to IronPlanet registration page
335
COMPARISON: First Auction– 20th April 2016
55 posts
55 ‘standard’ tweets
Total Impressions
70,673 people
Total number of engagements
1,417 replied, liked and retweeted
Total video views
2,791
No. of people to clickthrough to IronPlanet registration page
164

13. YouTube Second Auction – 18th October 2016
9 Videos
YouTube advertising costs
£65.00
Total Views
5940 people
Total minutes viewed
6,800
On average, viewers watched 63% of each video
Highlights:
1,161 people viewed ‘graphical video’ introducing auction, with each viewer watching 90% - 98% of the full video
Each video was viewed past 50% (the shortest video at 0.38 and the longest at 5:33)
COMPARISON: First Auction– 20th April 2016
10 Videos
Total Views
853 people

14. Finning News Second Auction – 18th October 2016
No. of page views
815 views
Avg. time on page
4:53
Video views
285 video views
COMPARISON: First Auction– 20th April 2016
No. of page views
243 views
Avg. time on page
2:08

15. Some key learnings
Can you work with influencers to create copy for your own clients channels and therefore be able to boost?
In the UK we have colour separation charge budgets to pay for coverage (this is prime for using for social transitioning clients)
A content driven social channel plays into the PR worlds hands
How will we work with Facebook groups to do advertising in the future (just like print and digital press)

16. Facebook – ‘meaningfully reducing adds’
Extract from Reuters
Ads will ultimately costs more

17. Thank you, any questions?