Social Media’s Next Big Shift: From Shoppable to Buyable
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Transcript of Social Media’s Next Big Shift: From Shoppable to Buyable
Kieley TaylorPartner, Head of SocialCatalyst | GroupM
Social Media’s Next Big Shift:From Shoppable to Buyable
Today’s Consumers are “On Demanding”Customers have unprecedented choice and power.
WHAT they want, HOW they want, WHEN they want!
I am “On Demanding”
What They Want: Customized & Curated
What They Want: Visual Search
How They Want: Voice
How They Want: Messaging
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How They Want: Immersive
360 video
Live video
360 photo
Virtual reality
When They Want: Brick & Mortar
Fitting rooming
Show rooming In Store
Shopping swag
When They Want: E-comm/ Mobile Commerce
E-comm
M-comm Reviews Ratings
When They Want: Convenient Commerce
Lazy Commerce?On DemandSubscription/ Recurring
Shoppable Buyable Spectrum
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Shoppable Buyable
ON.COM OFF.COM
Use
r Exp
erie
nce
Video w/ interaction built within
Buying occurs on .com domain
Buying occurs off .com domain
A Universal Cart and Centralized View of the Customer is Needed
When deployed will create a seam-less off domain (buyable) shopping experience
STABALIZE CARTUniversal cart functionality
ENABLE OFF DOMAIN
COMMERCECommerce
integrations (Apple Pay, proprietary
processing built-out)
ENCRYPTED DATAData passing
enablement (Stripe)
AUTOMATED FEEDS
Data passing enablement (Stripe)
TEST OPERATIONSMove to beta
LAUNCH 1 PARTNERLIVE functionality with
Buyable Partner
NOW
When choice is in the customers control, how do we adapt?
Shift from Content First to Audience First
Objectives Audiences Actions Content Distribute Measure
Audience B
Audience D
Audience EAudience C
Audience G
Audience BAudience A
Audience C
Content A
Content C
Content B
Audience A
Audience C
Audience B
Objective
Content
A D E F
ObjectiveContent
B D G
Objective
Content
A B C
Content Development ShiftFrom: Content Lead To: Audience Lead
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
Football Interest: A13-34
Drive positive sentiment via NFL sponsorship
Content
Drive increased sales in store
ContentCore:
Category Buyer A13-34
Adaptive Content Plan Example
Drive awareness and trial
ContentLaunch: M25-49
Drive coupon download
Content
Drive .com sales
Content
Clicked on
coupon ad
Visited
.com
Buy button saleBuy Now Cross sell
Content
Engaged w
ith Ad Re-target
Low Margin
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?
Best Practices
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
• 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 ApproachTracking 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
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
Social for Retail
Facebook & Instagram
Facebook: Online and In Store Offer Ads
Offer ads for store discounts & promotions
Offer ads for onlinediscounts & promotions
Facebook: Canvas
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Immersive “choose your own adventure” format• Best for education, multiple use cases, finding qualified interest
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
Facebook: Business Location Based Targeting
Radius-Based TargetingSpecify the targeting radius around all your
locations, or choose a different radius for each – best if locations are far apart
Area TargetingTarget an entire city or region. The ad will always show the closest location – best if
there are dense areas of locations in one area
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.
Instagram: Call to Action Update
Buying Objective
Website Conversions
Website Clicks
Product Catalog Sales
Calls to action Shop NowBook NowLearn MoreSign UpDownloadWatch NowContact UsApply Now
Shop NowBook NowLearn MoreSign UpDownloadWatch NowContact UsApply Now
Book NowDownloadLearn MoreOpen LinkShop NowSign Up
Instagram: Shoppable Posts
Currently in Beta, Organic distribution only (for now)
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
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
Facebook: Store Visit Measurement Methodology (Beta)
Store VisitsExtrapolation
Polling
Business Location Boundaries
People with Location Services Enabled
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)
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
Pinterest: Organic Opportunities
Shop The LookShoppable image that allows products
to be purchased directly from an image
Pinterest LensAbility for users to discover ideas
through their mobile camera
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…HelpfulPeople 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.
BeautifulPinterest is a visual platform, with 75% of content coming from businesses. Ensure your Pin images are professionally shot to fit in with the platform.
ActionableThe 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.
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
Snap
Snap: 3Vi Ads
Drive more ways to engage like site traffic using Snap ad attachments
Snap: National Filters
Snap: Geo-filters
617-663-1247 | www.CatalystDigital.com© 2017 Catalyst | All Rights Reserved
Kieley TaylorPartner, Head of Social
THANK YOU!
