Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.

2. Kieley Taylor
Partner, Head of Social
Catalyst | GroupM

3. Social Media’s
Next Big Shift:
From Shoppable
to Buyable

4. Today’s Consumers are “On Demanding”
Customers have unprecedented choice and power.
WHAT they want, HOW they want, WHEN they want!

5. I am “On Demanding”

6. What They Want: Customized & Curated

7. What They Want: Visual Search

8. How They Want: Voice

9. How They Want: Messaging

10. How They Want: Immersive
360 video
Live video
360 photo
Virtual reality

11. When They Want: Brick & Mortar
Fitting rooming
Show rooming In Store
Shopping swag

12. When They Want: E-comm/ Mobile Commerce
E-comm
M-comm Reviews Ratings

13. When They Want: Convenient Commerce
Lazy Commerce?On DemandSubscription/ Recurring

14. Shoppable  Buyable Spectrum
Shoppable Buyable
ON.COM OFF.COM
UserExperience
Video w/ interaction built
within
Buying occurs
on .com domain
Buying occurs off .com domain

15. A Universal Cart and Centralized View of the
Customer is Needed
When deployed will create a seam-less off domain (buyable) shopping experience
STABALIZE
CART
Universal cart
functionality
ENABLE OFF
DOMAIN
COMMERCE
Commerce
integrations (Apple
Pay, proprietary
processing built-out)
ENCRYPTED DATA
Data passing
enablement (Stripe)
AUTOMATED
FEEDS
Data passing
enablement (Stripe)
TEST
OPERATIONS
Move to beta
LAUNCH 1 PARTNER
LIVE functionality with
Buyable Partner
NOW

16. When choice is in the
customers control,
how do we adapt?

17. Shift from Content First to Audience First
Objectives Audiences Actions Content Distribute Measure

18. Audience B
Audience D
Audience E
Audience C
Audience G
Audience B
Audience A
Audience C
Content
A
Content
C
Content
B
Audience
A
Audience
C
Audience
B
Objective
Content
A D E F
Objective
Content
B D G
Objective
Content
A B C
Content Development Shift
From: Content Lead To: Audience Lead

19. Football
Interest:
A13-34
Drive positive sentiment
via NFL sponsorship
Content
Drive increased sales
in store
ContentCore:
Category
Buyer
A13-34
Content Plan Example
Drive awareness
and trial
Content
Launch:
M25-49

20. Football
Interest:
A13-34
Drive positive
sentiment via NFL
sponsorship
Content
Drive increased
sales in store
Content
Core:
Category
Buyer
A13-34
Adaptive Content Plan Example
Drive awareness
and trial
Content
Launch:
M25-49
Drive coupon
download
Content
Drive .com
sales
Content
Buy button sale
Buy
Now Cross sell
Content
EngagedwithAd
Re-target
Low
Margin

21. General Best Practices
• Approach the campaign using Audience First framework
• Assume they haven’t seen every ad and won’t see the next ad or put another way
make this impression count
• If you were to measure message association what would be the key theme?
• If using video, it must be built for the platform
- Assume only 2 seconds is viewed…will it be worth it?

22. Best Practices

23. Creative Best Practices
• Test multiple copy/image variations to allow for deeper learnings and
insights, and stronger optimizations
• Best practice is 4x different creative variations per week
- Use variations of branded imagery vs. product shots to identify the top
performer
• Keep copy short and concise and use 1 CTA to incite an immediate
purchase (buy now, shop now)
• Cater messaging to specific target segments to make creative more
relevant

24. • Data we can track: Sales revenue, sale volume across Mobile and Desktop, post
click and post impression actions
• Gap: Cross device tracking with vendor pixels but no de-duplication across
platforms
• Will need to use media analytics as proxy for cross site attribution directionally
from desktop performance and overlap
Recommended Tracking Approach
Tracking Tool Action Note
Step 1 Vendor Pixel Place Vendor pixels on site Sync post impression and post click
windows between Vendor and Media
tracking
Step 2 Site Analytics Append tracking parameter to
URL
Reported numbers from 2 and 3 will not
match due to methodology differences
Step 3 Media Analytics Use URL from above for
media trafficking
Custom URL shortener can be used for
visual consistency of tracked posts

25. Fundamental assessment includes:
 Audience fit
 Ability to target delivery sufficiently
 Value if there is a price premium
 3rd party delivery verification
 Viewability standards
 Perceived advantage to first mover
 Asset requirement
 Purchase programmatically or manually
 Potential to “test and learn” with influencer
program v. site direct buy
 Long term scale potential
 Budget availability
 Partnership with 3rd party measurement tools to
validate platform success (ex. Nielsen, DLX)
 Fair and just contract terms
 Rights to any developed content
 Identify if the opportunity differentiated
 Ability to integrate with data spine
Emerging Partner & Platform Assessment

26. Social for
Retail

27. Facebook & Instagram

28. Facebook: Online and In Store Offer Ads
Offer ads for store
discounts & promotions
Offer ads for online
discounts & promotions

29. Facebook: Canvas
Immersive “choose your own adventure” format
• Best for education, multiple use cases, finding qualified interest

30. Facebook: Dynamic Ads for Retail
This is the holy grail for brands that
own the POS
• Dynamically updated inventory based on
location
• Proximity based store locator in carousel
• Calls to action, maps, and text are
always based on the business location
nearest the person served the ad

31. Facebook: Business Location Based Targeting
Radius-Based Targeting
Specify the targeting radius around all your
locations, or choose a different radius for each –
best if locations are far apart
Area Targeting
Target an entire city or region. The ad will
always show the closest location – best if
there are dense areas of locations in one area

32. Instagram: Dynamic Ads
• Help you promote relevant products to
shoppers who have browsed your
website.
• Import you entire product catalog to
Instagram (via Facebook), and
automatically promote any of your
products without having to create
thousands of ads.

33. Instagram: Call to Action Update
Buying
Objective
Website
Conversions
Website
Clicks
Product
Catalog Sales
Calls to action Shop Now
Book Now
Learn More
Sign Up
Download
Watch Now
Contact Us
Apply Now
Shop Now
Book Now
Learn More
Sign Up
Download
Watch Now
Contact Us
Apply Now
Book Now
Download
Learn More
Open Link
Shop Now
Sign Up

34. Instagram: Shoppable Posts
Currently in Beta,
Organic distribution
only (for now)

35. Instagram: Ads in Stories (Coming Soon)
• Will launch ads as interstitials between user stories
(like Snap ads)
• Once objectives beyond reach are rolled out you could
theoretically drive to site or serve a shoppable ad

36. Facebook: Offline Conversion API (Beta)
Multiple Integration Points:
• Point of Sale
• CRM Data
• Direct upload
Real time reporting on sales from:
• Store sales
• Call Centers
• Deferred Payments
Securely encrypted,
hashed data transfer
Custom Audiences
Lift Tools
Atlas

37. Facebook: Store Visit Measurement Methodology (Beta)
Store VisitsExtrapolation
Polling
Business Location Boundaries
People with Location
Services Enabled

38. Pinterest

39. Pinterest: Standard Pins
Capture attention in the Home feed with visually
inspiring creative
Drive action through helpful, engaging content
that drives to client website
Optimize toward multiple different actions to
meet your campaign goals (CPC, CPE, CPM)

40. Pinterest: Rich Pins
Make your Pins more useful by adding additional information
into the Pin itself
Six types of Rich Pins: app, movie, recipe, article, product and
place
Easy implementation by either integrating the product feed into
Pinterest or implementing meta data on website
Bid/Optimize towards either a Cost Per Website Click (CPC) or
CPE

41. Pinterest: Organic Opportunities
Shop The Look
Shoppable image that allows products
to be purchased directly from an image
Pinterest Lens
Ability for users to discover ideas
through their mobile camera

42. Pinterest: Creative Checklist
Ensure that pins are:
• Optimized for mobile
• Engaging
• Contain Detailed Descriptions
• Include Tasteful Branding
• Fulfill Novelty
Pins are ideas. Make sure all of the pin
creative is…
 Helpful
People come to Pinterest to discover new ideas to improve their lives. Be helpful to
them by offering tips, advice or instructions in addition to showcasing a product.
 Beautiful
Pinterest is a visual platform, with 75% of content coming from businesses. Ensure
your Pin images are professionally shot to fit in with the platform.
 Actionable
The ideas that people find on Pinterest are intended to be done in real life. Make it
easy for someone to take action on your brand's idea.

43. Twitter

44. Twitter: Website Cards
Drive traffic to owned sites, whether through a Website Card
(more clickable) or through a Photo Tweet with a link (more
visual)
Best Practices
• Highlight Your Offer
• Avoid Using Hashtags
• Convey a Sense of Urgency
• 80-100 Characters is the Sweet Spot
• Use the Second Person (“you” or “your”)
Website Card Photo with Link

45. Snap

46. Snap: 3Vi Ads
Drive more ways to engage like site
traffic using Snap ad attachments

47. Snap: National Filters

48. Snap: Geo-filters

49. 617-663-1247 | www.CatalystDigital.com
© 2017 Catalyst | All Rights Reserved
Kieley Taylor
Partner, Head of Social
THANK YOU!