Kinetic Social nos presenta su nuevo reporte de tendencias en el mundo del Social Media para el primer trimestre del 2015.

1. Q1 2015 SOCIAL TRENDS REPORT
WWW.KINETICSOCIAL.COM

2. www.kineticsocial.com hello@kineticsocial.com
Overview
When we talk about data, we don’t just want to give you
a slew of big numbers. Data should tell a story that you
can leverage to empower informed, strategic decision-
making.
In order to quantify and forecast trends on Facebook
and Twitter, we are constantly evaluating and measuring
previous campaign performance against current and
future strategies to facilitate the most effective results.
Ultimately, there is no surefire method for your social
win. But there is a quantifiable way to humanize the
data to lead you on the path to connecting you with your
audience. This is a step on that path.
Q1 Topline Summary
FACEBOOK
TWITTER
|| CTR for Facebook campaigns in the Travel category is
up 98% over last quarter.
|| Across all video ads, the CTR rate on Facebook is
up 57% over last quarter and as a result, 31% of
Facebook budgets have shifted to video due to
higher performance.
|| Facebook ad spend continues to shift to mobile,
making up 57% of all budgets.
|| As Twitter’s advertising model scales, effective ad
prices have gone down, making it an increasingly cost-
effective offering for buyers using optimization tools.
|| While Twitter is primarily a mobile platform,
advertisers have not yet fully embraced mobile
delivery, as it still makes up only 25% of ad spend.
|| To get even more bang for their buck, advertisers
should focus more budgets on mobile as those CPE’s
on Twitter are consistently lower than desktop.

3. Q1 2015 SOCIAL TRENDS REPORT
FACEBOOK CAMPAIGNS

4. www.kineticsocial.com hello@kineticsocial.com
The average CTR across all Facebook
campaigns continues to rise, showing
no signs of slowing down.
Facebook CPC generally follows a seasonal
trend, with CPCs being more expensive in the
summer and around the holidays.
Facebook eCPM seems to have leveled off
after a meteoric rise over the last year,
showing virtually no change from last quarter.
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to
increasing demand. However Kinetic’s optimization tools and strategies are designed to decrease wasted spend,
resulting in the effective cost per goal trends seen in this report.
2014 Q1
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2015 Q1
2015 Q1
FACEBOOK CTR
FACEBOOK eCPC
FACEBOOK eCPM
+266%
+490%
-17%
YEAR OVER YEAR
YEAR OVER YEAR
FROM LAST QUARTER
Social Trends Report - Facebook
OVERVIEW OF KINETIC RUN CAMPAIGNS
$0.00
$0.00
0.0%
$2.00
$0.20
1.2%
$1.00
$0.10
0.8%
0.4%
0.41%
$0.32
$0.27
$4.03
$0.68
1.51%
$3.00
$0.30
$0.40
1.6%
$4.00
*

5. www.kineticsocial.com hello@kineticsocial.com
2014 Q1
20%
0%
40%
60%
80%
100%
2014 Q1
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2015 Q1
2015 Q1
Photo
Link
Video
External URL Ad
Other
Desktop
Mobile
Desktop & Mobile
Social Trends Report - Facebook
SPEND BYAD TYPE & PLACEMENT
COMPOSITION OF FACEBOOK SPEND BYAD TYPE
COMPOSITION OF FACEBOOK SPEND BY PLACEMENT
More budgets are being pushed to video
(31% of total in Q1 2015), and with good
reason: they generally show higher
performance and greater value.
Similarly, mobile continues to constitute
the majority of FB spend, making up 57%
of all budgets.
20%
0%
40%
60%
80%
100%

6. www.kineticsocial.com hello@kineticsocial.com
CLICK THROUGH RATES
2014 Q1
2014 Q1
2014 Q1
0.0%
0.0%
0.0%
1.0%
1.0%
2.0%
1.0%
2.0%
3.0%
3.0%
4.0%
2.0%
3.0%
4.0%
5.0%
4.0%
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2014 Q1
2015 Q1
Photo
Link
Desktop
Mobile
CPG
Financial Services/
Insurance
Education
Video
External URL Ad
Retail
Travel
Other
CTR is highest for Video, followed by Photos. Video
CTR continues to prove its value, up 57% over last
quarter.
CTR continues to soar on mobile. This is one
of the reasons we see budgets being pushed
to mobile.
Travel CTR is up 98% over last quarter. CPG and
Retail campaign click through rates are nearly
tied for 2nd place.
FACEBOOK CTR BYAD TYPE
FACEBOOK CTR BYVERTICAL
FACEBOOK CTR BY PLACEMENT
Social Trends Report - Facebook

7. Q1 2015 SOCIAL TRENDS REPORT
TWITTER CAMPAIGNS

8. www.kineticsocial.com hello@kineticsocial.com
Social Trends Report - Twitter
OVERVIEW OF KINETIC RUN CAMPAIGNS
After a dip in Q4 2014, Twitter eCPEs are
again on the rise, up 40% from last quarter.
We have seen similar oscillatory
patterns in Twitter CPCs, with a rise
of 40% from last quarter.
Twitter ads have become more cost
effective as they have scaled their
advertising model.
2014 Q1
2014 Q1
2014 Q1
$0.00
$0.00
$0.00
$0.20
$0.20
$0.40
$0.40
$0.50
$0.50
$10.00
$12.50
$7.50
$5.00
$2.50
$0.10
$0.10
$0.30
$0.30
$15.00
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2015 Q1
2015 Q1
TWITTER eCPE
TWITTER eCPC
TWITTER eCPM
+40%
-46%
+40%
FROM LAST QUARTER
YEAR OVER YEAR
FROM LAST QUARTER
$0.24
$0.34
$0.36
$0.26
$12.77
$6.87
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to
increasing demand. However Kinetic’s optimization tools and strategies are designed to decrease wasted spend,
resulting in the effective cost per goal trends seen in this report.
*

9. www.kineticsocial.com hello@kineticsocial.com
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2015 Q1
2015 Q1
Promoted Tweets
Promoted Tweets appearing in Timelines
Promoted Accounts
Desktop
Mobile
Desktop & Mobile
SPEND BY PLACEMENTTYPE & PLATFORM
COMPOSITION OFTWITTER SPEND BY PLACEMENTTYPE
COMPOSITION OFTWITTER SPEND BY PLATFORM
Promoted Tweets are by far the most
popular product on Twitter, accounting for
88% of all Twitter spend during the first
quarter of 2015.
While Twitter is primarily used as a mobile
platform, advertisers have not yet fully
embraced mobile targeting. Exclusive mobile
targeting made up only 25% of all ad spend in
Q1 2015.
Social Trends Report - Twitter
20%
0%
40%
60%
80%
100%
20%
0%
40%
60%
80%
100%

10. www.kineticsocial.com hello@kineticsocial.com
TWITTER eCPE’S
$0.00
$0.00
$0.50
$0.25
$0.75
$1.00
$0.00
$0.25
$0.75
$1.25
$0.50
$0.50
$1.00
$1.00
$1.50
$2.00
$2.50
2014 Q1
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4 2015 Q1
2015 Q12014 Q4
2014 Q4 2015 Q1
Promoted Tweets
Promoted Tweets in Timeline
Promoted Accounts
Desktop
Mobile
CPG
Financial Services/Insurance
Retail
Travel
Other
eCPE is similar for all placement types and each
showed a similar trend when compared to last
quarter.
Mobile consistently shows lower CPEs than desktop.
Kinetic recommends advertisers continue to shift
budget to mobile when advertising on Twitter.
Retail and Travel show the lowest CPEs on
Twitter during the first quarter of 2015.
TWITTER eCPE BY PLACEMENTTYPE
TWITTER eCPE BYVERTICAL
TWITTER eCPE BY PLATFORM
Social Trends Report - Twitter

11. The leading social marketing platform, Kinetic helps brands create welcome, engaging and empowering
experiences for consumers – real people like you and me. Through our strategic partnership, campaign
management and platform services, we design and manage campaigns across social, display and the
mobile open web. Our powerful, intuitive technology reflects how the modern marketer thinks and works.
We combine that proactive innovation with strategic thinking at every step to deliver quality encounters
that delight consumers, build brand value and drive sales. Kinetic is based in New York with offices in
Toronto, Chicago and San Francisco. More at www.kineticsocial.com
The data in this report reflects all of the campaigns that ran through Kinetic Social’s proprietary social
marketing platform, serving over 2 Billion impressions for the period Q1 2014 through Q1 2015. This report
includes ad spend on Facebook and Twitter, on both desktop and mobile, and for all ad types. We have
broken out platform-specific data and indicated the corresponding platform in each chart.
This data report reflects Kinetic’s clients campaign objectives. As such, the ad spend is a mix of both
engagement and direct response initiatives.
The social marketplace rapidly and constantly evolves; thus, this report should be taken strictly as an
indicator of current marketplace trends that Kinetic has observed, and not necessarily an indication of
future trends. The data in this report represents Kinetic campaigns only and should not be used as an
indicator of the entire current or future Facebook or Twitter landscape.
KINETIC IS A PROUD PARTNER
ABOUT KINETIC SOCIAL
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ABOUTTHIS REPORT