From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Your Social Store: Boosting Retail & Ecommerce Through Pinterest, Facebook & Twitter. PRESENTATION: The Programatic Marketers Guide to Social Commerce - Given by Brad O'Brien, @tweetsofbrad - 3Q Digital, Director of Social. #SocialPro #22B

1. #SocialPro #22B @tweetsofbrad
Brad O’Brien / Director, Paid Social / 3Q Digital
THE PRAGMATIC MARKETER’S
GUIDE TO
SOCIAL COMMERCE

2. #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

3. #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

4. #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.”

5. #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?

6. #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?

7. #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

8. #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?

9. #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?

10. #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?

11. #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?

12. #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

13. #SocialPro #22B @tweetsofbrad
THANK YOU!
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