Understanding the New Social Media

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Social media has undergone a dramatic change in the past three years. It started as an anti-media platform, and has done an abrupt about-face. While we can hate the platforms for changing their tune,what we can’t ignore is that they have transformed into the largest, most accurate, targetable consumer database for advertisers in history. Originally presented at the WPP Global Retail Forum in May 2016, this presentation will review the changes and what it means for retail marketers.

Soziale Medien

UNDERSTANDING
THE NEW SOCIAL
MEDIA
May 2016

THEY
TOOK THEIR
EXTRAORDINARY
SCALE…
1 Facebook 1,400
2 China 1,360
3 India 1,240
4 Twitter 646
5 USA 318
6 Indonesia 247
7 Brazil 202
8 Pakistan 186
9 Nigeria 173
10 Instagram 152
TOP 10 POPULATIONS (‘000,000)

DEMOGRAPHIC
- Age
- Gender
- DMA
- Device
INTERESTS AND SOCIAL
- Likes and interests
- Friend connections
- Activity, e.g. check-in’s
- Gaming, e.g. apps installed
NEW – OFF FACEBOOK DATA
- Retargeting (Facebook Exchange)
- CRM Data (Custom Audiences)
- Purchase Data (Partner Categories,
Managed Custom Audiences)
PERSONAL
- City/State/Zip
- Birthday
- Education
- Workplace
- Relationship status

1) Select an ad 2) Apply relevant
interests
4) Pinterest uses interests to service ads in home & category feeds
Interests
Skincare
Beautiful celebrities
Wedding makeup
Engagement photos
3) Apply relevant
keywords
5) Pinterest uses keywords to service ads in search results & related pins
Keywords
Skincare products
Anti-aging tips
Beauty routine
Anti-aging skincare
Search results
Related pins
• Search results for the indicated terms
• Search results for broad match terms
• Search results for related terms
• ie: an add with “anti-aging products” term may appear in search results for “retinol”
• In the “related pins” section for ay pin the represents the terms indicated
• Ie: a pin with a “skincare products” term will serve in related pins under a skincare products pin
Category feeds
Home feed (+
Everything &
Popular feeds)
• Ads will be served only in the category feeds of people who are in the selected interest
group
• Ie: pinners who have an affinity for skincare will see the ad as they browse the “Hair &
Beauty” category
• Ad will be served only in the home, everything & popular feeds of people who in the
selected interest group
• ie: pinners who have an affinity for skincare will see the ad as they browse their home
feed
PINTEREST TARGETING

THE NEW SOCIAL MEDIA…
Social media has transformed into the
largest, most accurate, targetable
consumer database in history…

Half the cost of a
broadcast TV buy.
YES
88% of Facebook
campaigns drove
sales lift.
Incremental sales of
$2.7MM.

SELL JAGUARS &
LAND ROVERS
THROUGH TWITTER?

YES
730% return on ad
spend.
Captured consumer
leads within Twitter
itself.
Sold 9 luxury cars in
a month.

SELL CELL PHONE
PLANS USING
FOURSQUARE
DATA?

YES
8,032 online orders
since launch.
Improved cost per
order of 57% in
2015.
Drove 123,929 in-
store visits in Q1
alone.

YES
2,400% return on ad
spend.
36% sales lift over
prior year.
198 million
incremental units
sold.

YES
10% lift in website
traffic through paid
social ads.
Facebook ads
supercharged the
search campaign.
Achieved the lowest
CPC.

STRATEGY
From engagement to
targeted reach
OBJECTIVES
From soft metrics
to driving
sales
MINDSET
From content
play to media play
MEASUREMENT
From content
metrics to business
metrics

Questions? Reach out!
info@catalystdigital.com | catalystdigital.com

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Understanding the New Social Media

1. UNDERSTANDING THE NEW SOCIAL MEDIA May 2016

2. SEISMIC SHIFTS IN THE SOCIAL LANDSCAPE

5. THEY TOOK THEIR EXTRAORDINARY SCALE… 1 Facebook 1,400 2 China 1,360 3 India 1,240 4 Twitter 646 5 USA 318 6 Indonesia 247 7 Brazil 202 8 Pakistan 186 9 Nigeria 173 10 Instagram 152 TOP 10 POPULATIONS (‘000,000)

6. …AND PUT A BUSINESS MODEL ON IT

8. YOU’VE CHANGED 

9. DEMOGRAPHIC - Age - Gender - DMA - Device INTERESTS AND SOCIAL - Likes and interests - Friend connections - Activity, e.g. check-in’s - Gaming, e.g. apps installed NEW – OFF FACEBOOK DATA - Retargeting (Facebook Exchange) - CRM Data (Custom Audiences) - Purchase Data (Partner Categories, Managed Custom Audiences) PERSONAL - City/State/Zip - Birthday - Education - Workplace - Relationship status

10.

11. 1) Select an ad 2) Apply relevant interests 4) Pinterest uses interests to service ads in home & category feeds Interests Skincare Beautiful celebrities Wedding makeup Engagement photos 3) Apply relevant keywords 5) Pinterest uses keywords to service ads in search results & related pins Keywords Skincare products Anti-aging tips Beauty routine Anti-aging skincare Search results Related pins • Search results for the indicated terms • Search results for broad match terms • Search results for related terms • ie: an add with “anti-aging products” term may appear in search results for “retinol” • In the “related pins” section for ay pin the represents the terms indicated • Ie: a pin with a “skincare products” term will serve in related pins under a skincare products pin Category feeds Home feed (+ Everything & Popular feeds) • Ads will be served only in the category feeds of people who are in the selected interest group • Ie: pinners who have an affinity for skincare will see the ad as they browse the “Hair & Beauty” category • Ad will be served only in the home, everything & popular feeds of people who in the selected interest group • ie: pinners who have an affinity for skincare will see the ad as they browse their home feed PINTEREST TARGETING

12. THE NEW SOCIAL MEDIA… Social media has transformed into the largest, most accurate, targetable consumer database in history…

13.

14. STRATEGY OBJECTIVES MINDSET MEASUREMENT

15. SELL SHAMPOO WITH FACEBOOK MEDIA ALONE?

16. Half the cost of a broadcast TV buy. YES 88% of Facebook campaigns drove sales lift. Incremental sales of $2.7MM.

17. SELL JAGUARS & LAND ROVERS THROUGH TWITTER?

18. YES 730% return on ad spend. Captured consumer leads within Twitter itself. Sold 9 luxury cars in a month.

19. SELL CELL PHONE PLANS USING FOURSQUARE DATA?

20. YES 8,032 online orders since launch. Improved cost per order of 57% in 2015. Drove 123,929 in- store visits in Q1 alone.

21. 4 DIGIT ROAS WITH SOCIAL?

22. YES 2,400% return on ad spend. 36% sales lift over prior year. 198 million incremental units sold.

23. PAID SOCIAL + SEM = IMPROVED RESULTS?

24. YES 10% lift in website traffic through paid social ads. Facebook ads supercharged the search campaign. Achieved the lowest CPC.

25. STRATEGY From engagement to targeted reach OBJECTIVES From soft metrics to driving sales MINDSET From content play to media play MEASUREMENT From content metrics to business metrics

26. A SEISMIC SHIFT WORTH MAKING

27. Questions? Reach out! info@catalystdigital.com | catalystdigital.com

Understanding the New Social Media

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