Our CEO, Don Mathis stepped on stage with Kyle Harty and Wick Vipond from Allen Gerritsen agency to discuss how social advertising is coming of age and Sunoco brand success across-social network campaigns.

1. Connecting With
Customers Across
Social Networks
Ad Age Data Conference 2015

2. Page ‹#›
Social Advertising is Coming of Age

3. Page ‹#›
Social Platforms: Reach
Users of social media services
FACEBOOK
INSTAGRAM
TWITTER
PINTEREST
1.5 Billion
316 Million
400 Million
100 Million
FACEBOOK
INSTAGRAM
TWITTER
PINTEREST
463 Minutes
187 Minutes
220 Minutes
102 Minutes
Time spent monthly on phone apps

4. Campaign Objective Facebook Twitter Pinterest Instagram
Engagement Page Post Photo Ad
Promoted Image Tweet Promoted Pin
Video Ads
Multi-Photo Gallery Card Cinematic Pin
Offsite Traffic & Conversions
Page Post Link Ad Website Card
Rich Pin Link AdsDomain Ad
Promoted Image Tweet with Link
Carousel Link Ad
Reach Reach and Frequency Any ad type based on content Any ad type based on content
Fan or Follower Growth Fan Ad Promoted Account Promoted Pin
App Install or Engagement
Mobile App Ad
Mobile App Install Ad Rich Pin Mobile App Install Ads
Carousel Link Ad
Video Video Page Post Video Card N/A Video Ads
Unique Objective (Event, etc.) i.e Event Ad, RSVP, etc. i.e. Add to Calendar, Polling, etc. Rich Pin
All Buy Button Buy Button Buy Button
MAPPING SOCIALSTRATEGYIS COMPLEX

5. INSERT FULL PAGE IMAGE FROM SUNOCO
CAMPAIGN

6. Page ‹#›
Facebook users are in sharing mode:
1.5B+ monthly users, globally
968M daily active users
72% of online American adults use Facebook
Facebook users are 53% female and 47% male
29.7% of users are between 25 to 34
300M+ photo uploads per day
40M+ small business pages have been created
Source: Business Insider, Facebook, eMarketer, DMR, Pew Research Center, Gizmodo, Fortune
1.5B+
MONTHLY
USERS
Facebook

7. Page ‹#›
The three month Facebook campaign kicked off with a teaser video.
The campaign targeted around specific racing events, with new
videos and images, each one highlighting a different race car driver
and introducing Burnt Rubbèr.
As the campaign progressed, creative was refreshed with a mix of
four unique videos and five still images.
Sunoco on Facebook
4.44%
FB Photo Post
CTR
39.4%
Action Rate on
Video
15%
Completion Rate
on Video
RESULTS

8. Page ‹#›
Indianapolis 500
NASCAR on Fox
Sunoco
Racing games
NASCAR Racing
QUALITYTARGETING:TRENDING
ExxonMobil
IndyCar Series
Automotive
Auto racing
American Speed Association

9. FACEBOOK FAN RESPONSE

10. Page ‹#›
Twitter users are sharing in real-time:
316M+ monthly users, globally
100M+ active users daily
500M+ tweets sent per day
23% of users are within the US
80% of users are on mobile
Twitter is most used in Asia and Pacific area (35%), North America (22%) and
Western Europe (15.9%) and supports 35 languages
37% of Twitter users will buy from a brand they follow
Source: Twitter, DMR, Digital Information World, Social Media Today, Ad Week
Twitter
316M+
MONTHLY
USERS

11. Page ‹#›
Real-time tweets were promoted directly from the account
handles of the race car drivers featured in the campaign.
This ‘white listing’ feature on Twitter is a great way to let fans
connect directly with the race car drivers featured in the
campaign.
Creative included a mix of three text posts, six photo posts, and
three video posts.
Sunoco on Twitter
8500
Site Visits
2100
Follows
4200
Favorites
RESULTS

12. Page ‹#›
@nascar
#daytona500
@courtneyforce
@JimmieJohnson
@GrahamRahal
QUALITYTARGETING:TRENDING
#NHRA
#NASCARGOESWEST
Automotive
Auto racing
#WINTERNATS

13. TWITTER FAN RESPONSE

14. Page ‹#›
Instagram users are seeking inspiration:
400M+ monthly active users, globally
100M+ monthly active users in the US
40B+ photos posted to date
80M+ photos shared daily
3.5B likes, daily
Considered the most important social network by ages 18-29
Source: Instagram, eMarketer, Business Insider, Wired, Pew Research Center
Instagram
400M+
MONTHLY
USERS

15. Page ‹#›
The brand was among the first to test the new Instagram
advertising opportunity to engage a new audience in an
unexpected place.
Initial test of 2 weeks
Sunoco on Instagram
16.3%
Action Rate
RESULTS

16. Page ‹#›
Pinterest users are in acquisition mode:
100M+ monthly users globally
79M+ users in the US
44% are women between 18-64
50B+ pins served and 1B+ boards created, up 250M since 2014
47% of US online consumers committed to purchases based on
recommendations from Pinterest
45% of millennial Pinterest users have purchased a product after pinning it
Pinterest accounts for 25% of retail referral traffic
Moms share 2x more than the average user
Source: Pinterest, eMarketer, Marketing Land, ComScore
100M+
MONTHLY
USERS
Pinterest

17. Page ‹#›
Sunoco on Pinterest
STAY
TUNED!

18. Q3 SOCIALTRENDS REPORT
SNEAK
PEEK

19. Q3 KINETIC SOCIALTRENDS REPORT:
FACEBOOKVIDEOADS
Mobile surpassed desktop in both performance and eCPC
in Q3 by a considerable margin, with the CTR being an
entire percentage point higher.
Q3 VIDEO CTR & eCPC - MOBILE vs DESKTOP
0.00% $0.00
News feed on desktopNews feed on mobile
0.50%
$0.05
1.00%
$0.10
1.50%
$0.15
2.00%
$0.20
$0.25
2.50%
$0.30
3.00%
$0.35
3.50%
$0.40
$0.45
eCPC CTR

20. Q3 KINETIC SOCIALTRENDS REPORT:
FACEBOOKVIDEOADS
As suspected, video length is heavily correlated with
completion rates, with considerable drop-off for any
videos longer than 30 seconds. We recommend
advertisers should therefore focus on engaging and
impactful short form video messaging.
Q3 VIDEO VIEWS 100% COMPLETION BYVIDEO LENGTH
15 sec 30 sec 1 min 2 min 3 min > 3 min
0%
10%
20%
30%
40%
50%
60%
70%
TotalClick to PlayAuto-Play

21. Q3 KINETIC SOCIALTRENDS REPORT:
FACEBOOK CAROUSELADS
We see roughly a 10x increase in link click CTR when using
carousel ads vs. non-carousel ads.
Q3 PERFORMANCE COMPARISON OF CAROUSEL vs
NON-CAROUSEL - LINK CLICK CTR
0.00%
Jul Aug Sep
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
Carousel Ads - Link Click CTR Non-Carousel Ads - Link Click CTR

22. Q3 KINETIC SOCIALTRENDS REPORT:
TWITTERVIDEOADS
Twitter's video ad product has become increasingly
popular. The vertical seeing the lowest cost per video view
in Q3 was Telco ($0.05), with CPG following closely behind
with a $0.07 CPV.
NOTE: Categories represent those in which Kinetic ran campaigns
during Q3 2015
B2B
CPG
Education
Financial Services
H
om
e
&
G
arden
Insurance
Style
&
Fashion
Telco
Travel &
Tourism
$0.00
$0.04
$0.08
$0.12
$0.16
Q3 COST PER VIDEO BYVERTICAL

23. www.kineticsocial.com