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Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
The document discusses the emerging role of social commerce, highlighting the shift towards direct purchasing via social media platforms beyond Facebook. It emphasizes the importance of recognizing purchase drivers versus influencers and encourages brands to adopt a fluid budgeting strategy across multiple social platforms like Pinterest and Snapchat to maximize campaign efficiency. Key recommendations include activating product feeds and targeting specific audience behaviors to optimize social commerce efforts.
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Evolve Your Social Commerce Strategy: Thinking Beyond Facebook
- 1. SOCIAL COMMERCE: THINKING BEYONDFACEBOOK
- 2. www.CatalystDigital.com INSTRUCTIONS Audio pin Dialing invia phone? This is where to find your audio pin. Enter your custom pin to hear the presenters. To ask questions Type your question in the "[Enter question for staff]" field. Only the presenters will see the question. Use this for content questions or any issues hearing us.
- 3. www.CatalystDigital.com YOUR SPEAKERS MODERATOR SPEAKER EricaMcLaughlin Marketing Coordinator Catalyst Greg Hayes Associate Director, Paid Social Catalyst
- 4. www.CatalystDigital.com Organic Search |Paid Search | Paid Social Advertising Programmatic | Retail Media | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
- 5. SOCIAL COMMERCE: THINKING BEYONDFACEBOOK
- 6. www.CatalystDigital.com SOCIAL COMMERCE –SETTING THE STAGE Social Media has proven to be an extremely valuable aid when it comes to driving sales – shifting from a position of influence to direct purchasing. By identifying and leveraging social platforms and ad units geared for driving sales, brands can establish social commerce as a pivotal piece of their ecommerce strategy.
- 7. www.CatalystDigital.com BEHIND THE SOCIALCOMMERCE SURGE 75.8% 80.5% 82.5% 84.0% 84.9% 34.11 41.04 43.9 46.59 48.88 2016 2017 2018 2019 2020 Average Time Spent per Day with Mobile Social Networks US, 2016 - 2020 Source: eMarketer, February 2019 Source: eMarketer, February 2019 minutes % of time spent with social networks $268.78 $338.02 $419.17 $508.52 $602.61 2019 2020 2021 2022 2023 The Role of Mcommerce in Overall Retail Sales 2019 - 2023 4.9% 6.0% 7.3% 8.7% 10.0% Retail Sales % of Mcommerce sales in overall retail sales 75.8% 80.5% 82.5% 84.0% 84.9%
- 8. The relationship betweenmobile & social engagement is creating more accessible shopping experiences than ever before.
- 9. www.CatalystDigital.com THE MATH ISSIMPLE + = Time spent on mobile social networks Purchases via mobile devices Rise of social commerce Source: eMarketer, February 2019 *Data in appendix
- 10. www.CatalystDigital.com THE PLAYERS When itcomes to driving sales on social, advertisers need to understand the difference between Purchase Drivers and Influencers. Purchase Drivers Platforms that have developed a sophisticated integration with ecommerce. • Direct Conversion (Purchase) Objective • Commerce Based Ad Units • Product Feed Compatibility Purchase Influencers Valuable platforms for shaping purchase decisions and generating demand for different items. Unique audiences and targeting to help stack the funnel
- 11. A best inclass social commerce strategy leaves no stone unturned.
- 12. www.CatalystDigital.com THE POWER OFFLUIDITY Activating a social commerce strategy across multiple platforms allows for a more fluid budget. A fluid budget is key for a few reasons: • Maximizes Overall Campaign Efficiency • Establishes Multiple Touch Points • Different platforms can drive different product sales
- 13. www.CatalystDigital.com THE POWER OFFLUIDITY Activating a social commerce strategy across multiple platforms allows for a more fluid budget. A fluid budget is key for a few reasons: • Maximizes Overall Campaign Efficiency • Establishes Multiple Touch Points • Different platforms can drive different product sales
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- 15. www.CatalystDigital.com PINTEREST AND COMMERCE AudiencePropensity: Primarily planners seeking inspiration, possibilities, and ideas across a wide variety of categories. Commerce Opportunity: Pinterest users have more control over what they are served due to the search functionality of the platform. Reach users at the start of their research phase – making your brand top of mind. Recommended Targeting: Keyword, Customer Lists, Act-alikes, Interest/Behavior (test and optimize). *Pinterest 2019 97% of Pinterest searches are unbranded*
- 16. www.CatalystDigital.com PINTEREST AND COMMERCE StandardPin Discovered in home feed or search results. Pin can include: picture, product name, and price. Shop The Look Pin Tag different areas of photo that can be shopped in platform. Users tap tags for additional product details Product Pin Dynamically serve Pinterest users shopping pins through the product feed, linking to individual product pages on site
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- 18. www.CatalystDigital.com SNAPCHAT AND COMMERCE AudiencePropensity: Places importance on lifestyle moments and creativity. Snapchat makes users feel happy and playful**, and they maintain that mindset while engaging. Commerce Opportunity: The happy, playful nature of the app gives advertisers an opportunity to capture the essence of the platform through ads, reaching users of a different mindset with timely, native creative. Recommended Targeting: Interest & Behaviors, Demographics, Custom Audiences, Lookalikes (test and optimize). More than a third of Snapchat’s audience can’t be found on Facebook or Instagram* *Snapchat 2019 **Murphy Research 2019
- 19. www.CatalystDigital.com SNAPCHAT AND COMMERCE CollectionAd Feature product directly in the Top Snap and in four clickable image tiles through product feed Story Ad Feature a collection of products in a thematic way on discover page Snap Ad Ads which can drive to your website or app AR Lens Add a CTA 'button' onto any AR lens, sending users to online stores or apps where they can purchase
- 20. www.CatalystDigital.com SUMMARY • Explore Snapchatand Pinterest for commerce opportunities for your brand, unlocking new audiences in unique ways • View budgets as fluid – maximizing opportunities for efficiency • Ensure product feed is activated – powering effective ad units for driving purchases
- 21. www.CatalystDigital.com MORE SOCIAL RESOURCES SOCIALWEBINARS: • Pinterest Pointers: Key Considerations for Getting Started • Search & Social Integration Toolkit • Wow Your CMO with Social: 5 Ways to Uncover Social Media Insights that Drive Business Results • ROI Revolution: 5 New Rules for Maximizing Social Media Return www.catalystdigital.com/company/digital- marketing-webinars/
- 22. www.CatalystDigital.com https://www.catalystdigital.com/new-whitepaper- understanding-todays-online-shoppers/ MORE SOCIAL RESOURCES ORIGINALRESEACH Know Your Audience: Understanding Today’s Online Shoppers Insights into: • Facebook, Instagram, Pinterest, & Snapchat’s role in the purchase journey • Online shopping & social commerce differences across platforms & demo
- 23. www.CatalystDigital.com MORE SOCIAL RESOURCES CASESTUDY HUB Case studies across Pinterest, Facebook, & more www.catalystdigital.com/digital-marketing-case- studies/
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- 25. THANK YOU CatalystDigital.com |info@CatalystDigital.com | 617-663-1247