understanding the new social media

UNDERSTANDING

THE NEW SOCIAL

MEDIA

May 2016

SEISMIC SHIFTS

IN THE SOCIAL

LANDSCAPE

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)

…AND PUT A

BUSINESS

MODEL ON IT

YOU’VE CHANGED

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…

STRATEGY

OBJECTIVES

MINDSET

MEASUREMENT

SELL SHAMPOO WITH

FACEBOOK MEDIA

ALONE?

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.

4 DIGIT ROAS WITH

SOCIAL?

YES

2,400% return on ad

spend.

36% sales lift over

prior year.

198 million

incremental units

sold.

PAID SOCIAL + SEM =

IMPROVED RESULTS?

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

A SEISMIC SHIFT

WORTH MAKING

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