Are you looking to step up your social commerce strategy? A best in class social commerce strategy leaves no stone unturned. Catalyst’s webinar slides are available so you can learn how to expand your social commerce strategy beyond traditional tactics on Facebook and Instagram. You’ll discover innovative ways to leverage additional platforms, like Pinterest and Snapchat, to unlock niche audiences and drive more sales for your business. Key Takeaways: • Purchase Drivers vs. Purchase Influencers: Discover what social platforms drive purchase vs. influence purchase and how each can have a key role in your commerce strategy. • Budget Fluidity: Learn about the importance of budget fluidity when it comes to a multi-platform social commerce strategy and how budget fluidity can impact campaign efficiency and consumer touch points. • Pinterest Opportunities: Explore audience propensity and the commerce opportunity on Pinterest, including Standard Pins, Shop the Look Pins, & Product Pins • Snapchat Opportunities: Explore audience propensity and commerce opportunity on Snapchat, including Snap Ads, Story Ads, Collection Ads, & AR Len

1. SOCIAL COMMERCE:
THINKING BEYOND FACEBOOK

2. www.CatalystDigital.com
INSTRUCTIONS
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YOUR SPEAKERS
MODERATOR SPEAKER
Erica McLaughlin
Marketing Coordinator
Catalyst
Greg Hayes
Associate Director, Paid Social
Catalyst

4. www.CatalystDigital.com
Organic Search | Paid Search | Paid Social Advertising
Programmatic | Retail Media | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

5. SOCIAL COMMERCE:
THINKING BEYOND FACEBOOK

6. www.CatalystDigital.com
SOCIAL COMMERCE – SETTING THE STAGE
Social Media has proven to be an
extremely valuable aid when it comes to
driving sales – shifting from a position
of influence to direct purchasing.
By identifying and leveraging social
platforms and ad units geared for
driving sales, brands can establish
social commerce as a pivotal piece of
their ecommerce strategy.

7. www.CatalystDigital.com
BEHIND THE SOCIAL COMMERCE SURGE
75.8%
80.5%
82.5%
84.0%
84.9%
34.11
41.04
43.9
46.59
48.88
2016 2017 2018 2019 2020
Average Time Spent per Day with Mobile Social Networks
US, 2016 - 2020
Source: eMarketer, February 2019 Source: eMarketer, February 2019
minutes % of time spent with social networks
$268.78
$338.02
$419.17
$508.52
$602.61
2019 2020 2021 2022 2023
The Role of Mcommerce in Overall Retail Sales
2019 - 2023
4.9%
6.0%
7.3%
8.7%
10.0%
Retail Sales % of Mcommerce sales in overall retail sales
75.8%
80.5%
82.5%
84.0%
84.9%

8. The relationship between mobile & social
engagement is creating more accessible
shopping experiences than ever before.

9. www.CatalystDigital.com
THE MATH IS SIMPLE
+ =
Time spent on
mobile social
networks
Purchases via
mobile
devices
Rise of social
commerce
Source: eMarketer, February 2019
*Data in appendix

10. www.CatalystDigital.com
THE PLAYERS
When it comes to driving sales on social, advertisers need to understand the difference between
Purchase Drivers and Influencers.
Purchase Drivers
Platforms that have developed a
sophisticated integration with
ecommerce.
• Direct Conversion (Purchase)
Objective
• Commerce Based Ad Units
• Product Feed Compatibility
Purchase Influencers
Valuable platforms for shaping
purchase decisions and
generating demand for
different items. Unique
audiences and targeting to
help stack the funnel

11. A best in class social commerce strategy
leaves no stone unturned.

12. www.CatalystDigital.com
THE POWER OF FLUIDITY
Activating a social commerce strategy across
multiple platforms allows for a more fluid
budget.
A fluid budget is key for a few reasons:
• Maximizes Overall Campaign Efficiency
• Establishes Multiple Touch Points
• Different platforms can drive different
product sales

13. www.CatalystDigital.com
THE POWER OF FLUIDITY
Activating a social commerce strategy across
multiple platforms allows for a more fluid
budget.
A fluid budget is key for a few reasons:
• Maximizes Overall Campaign Efficiency
• Establishes Multiple Touch Points
• Different platforms can drive different
product sales

14. PINTEREST

15. www.CatalystDigital.com
PINTEREST AND COMMERCE
Audience Propensity: Primarily planners
seeking inspiration, possibilities, and ideas
across a wide variety of categories.
Commerce Opportunity: Pinterest users have
more control over what they are served due to
the search functionality of the platform. Reach
users at the start of their research phase –
making your brand top of mind.
Recommended Targeting: Keyword, Customer
Lists, Act-alikes, Interest/Behavior (test and
optimize).
*Pinterest 2019
97% of Pinterest
searches are
unbranded*

16. www.CatalystDigital.com
PINTEREST AND COMMERCE
Standard Pin
Discovered in home feed or search
results. Pin can include: picture,
product name, and price.
Shop The Look Pin
Tag different areas of photo that can be
shopped in platform. Users tap tags for
additional product details
Product Pin
Dynamically serve Pinterest users shopping
pins through the product feed, linking to
individual product pages on site

17. SNAPCHAT

18. www.CatalystDigital.com
SNAPCHAT AND COMMERCE
Audience Propensity: Places importance on
lifestyle moments and creativity. Snapchat makes
users feel happy and playful**, and they maintain
that mindset while engaging.
Commerce Opportunity: The happy, playful nature
of the app gives advertisers an opportunity to
capture the essence of the platform through ads,
reaching users of a different mindset with timely,
native creative.
Recommended Targeting: Interest & Behaviors,
Demographics, Custom Audiences, Lookalikes (test
and optimize).
More than a third of
Snapchat’s audience
can’t be found on
Facebook or
Instagram*
*Snapchat 2019
**Murphy Research 2019

19. www.CatalystDigital.com
SNAPCHAT AND COMMERCE
Collection Ad
Feature product directly in the Top
Snap and in four clickable image
tiles through product feed
Story Ad
Feature a collection of products
in a thematic way on discover
page
Snap Ad
Ads which can drive to
your website or app
AR Lens
Add a CTA 'button' onto any AR lens,
sending users to online stores or
apps where they can purchase

20. www.CatalystDigital.com
SUMMARY
• Explore Snapchat and Pinterest for
commerce opportunities for your brand,
unlocking new audiences in unique ways
• View budgets as fluid – maximizing
opportunities for efficiency
• Ensure product feed is activated –
powering effective ad units for driving
purchases

21. www.CatalystDigital.com
MORE SOCIAL RESOURCES
SOCIAL WEBINARS:
• Pinterest Pointers: Key Considerations for
Getting Started
• Search & Social Integration Toolkit
• Wow Your CMO with Social: 5 Ways to Uncover
Social Media Insights that Drive Business
Results
• ROI Revolution: 5 New Rules for Maximizing
Social Media Return
www.catalystdigital.com/company/digital-
marketing-webinars/

22. www.CatalystDigital.com
https://www.catalystdigital.com/new-whitepaper-
understanding-todays-online-shoppers/
MORE SOCIAL RESOURCES
ORIGINAL RESEACH
Know Your Audience: Understanding Today’s
Online Shoppers
Insights into:
• Facebook, Instagram, Pinterest, & Snapchat’s
role in the purchase journey
• Online shopping & social commerce differences
across platforms & demo

23. www.CatalystDigital.com
MORE SOCIAL RESOURCES
CASE STUDY HUB
Case studies across Pinterest, Facebook, & more
www.catalystdigital.com/digital-marketing-case-
studies/

24. www.CatalystDigital.com
Q&A
info@catalystdigital.com

25. THANK YOU
CatalystDigital.com | info@CatalystDigital.com | 617-663-1247