#SocialPro #22B @tweetsofbrad

Brad O’Brien / Director, Paid Social / 3Q Digital

THE PRAGMATIC MARKETER’S

GUIDE TO

SOCIAL COMMERCE

#SocialPro #22B @tweetsofbrad

Advertisers doubled social spend from 2013 to 2015

Facebook leads at 65% of social spend

SOCIAL CAN DRIVE SERIOUS RESULTS

Source: eMarketer

#SocialPro #22B @tweetsofbrad

A common opinion less than 2 years ago!

Social marketers constantly were on the defense for showing ROI

BUT IT WASN’T ALWAYS THIS WAY

#SocialPro #22B @tweetsofbrad

Actually, I’m a data-loving SEO by trade

I witnessed Social marketers reporting on the wrong metrics

I saw Social Commerce explode first-hand

“YOU’RE A ‘SOCIAL GUY’, OF COURSE YOU THINK SOCIAL MEDIA IS A RESULTS DRIVER.”

#SocialPro #22B @tweetsofbrad

Facebook realized it is a data company Their biggest asset

Unmatched targeting

Consumer adoption The ‘chasm’ was

crossed in late 2013 and early 2014

SO, WHAT CHANGED?

#SocialPro #22B @tweetsofbrad

Saw brands go from zero social commerce to seven figure spend per quarter (profitably!)

Must’ve been huge brands with innovative products right? No!

WHAT KIND OF SOCIAL COMMERCE SUCCESS?

#SocialPro #22B @tweetsofbrad

Follow the ROI

Go where your customers are

Put a lot into a little, rather than a little into a lot

SOCIAL COMMERCE AT SCALE DOES NOT REQUIRE EQUAL EFFORT ON ALL PLATFORMS

#SocialPro #22B @tweetsofbrad

Facebook always.

Instagram has same targeting as Facebook

Use what has worked on Facebook on Twitter

Leverage non-brand keywords for Pinterest

WHAT SOCIAL PLATFORMS SHOULD I INVEST IN TO DRIVE SOCIAL COMMERCE?

#SocialPro #22B @tweetsofbrad

Dynamic Product Ads

Carousel Ads

First Party Data

Custom Audiences

Lookalike Audiences

WHAT WILL GIVE ME THE BEST RETURN FOR MY FACEBOOK BUDGET AND LIMITED RESOURCES?

#SocialPro #22B @tweetsofbrad

Just like any other performance-based digital channel!

Use click-through data; not view-through Don’t have to question

correlation vs. causation

HOW SHOULD I MEASURE THIS CHANNEL?

#SocialPro #22B @tweetsofbrad

Unfortunately, no

People-based marketing vs. intent-driven

Ebbs & flows are normal/expected

AWESOME! SO MY SOCIAL COMMERCE WILL BE A CONSISTENT, PREDICTABLE CHANNEL?

#SocialPro #22B @tweetsofbrad

1. Consolidate to Black Friday Weekend and Cyber Week on Social

2. Consider your Q4 conversion rate with CPMs. Great time for LPO

3. Advertisers will be dumping budgets EOY

4. Monday 12/7 & 12/14 will be huge for ecom

5. Lean on value props of shopping online

6. Stress urgency while reaffirming delivery

7. Pull out all the stops! State your guarantees

8. Take advantage of low CPMs in early Q1

9. Use what works at holiday & apply to evergreen

10. First party data, segmented, drives scale at any time of year

TOP 10 TIPS TO ROCK Q4 2015 & 1H 2016

#SocialPro #22B @tweetsofbrad

THANK YOU!JOIN US @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016