The document summarizes the key findings from a Forrester Research study on social advertising, including that most social advertisers focus on basic targeting criteria and tactics like ad rotation, and that promoted content is best for creating brand awareness while paid social ads are best for direct objectives like driving purchases. The presentation then discusses how Kenshoo's social media platform can help clients by integrating paid and organic social campaigns, providing advanced targeting and attribution analytics, and taking a holistic cross-channel approach to optimization and results.

1. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial Kenshoo: Proprietary and Confidential Information
The Key to Successful
Social Advertising
May 29, 2013
#SocialKeys @KenshooSocial

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Webinar Information
Audio: listen via computer speakers or dial into conference call using
numbers in email from gotowebinar@citrixonline.com
Can’t hear or having other issues? Let us know via chat box.
Ask questions, share insights, and converse with other attendees using
the hashtag #SocialKeys and/or @KenshooSocial

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Agenda
Introductions
Forrester Key Findings & Takeaways
How Kenshoo Social Can Help
Q&A

4. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 4| 4
Our Speakers
Kim Celestre
Senior Analyst,
Social Marketing
Forrester Research
Brian Quinn
Senior Director
Kenshoo Social
Josh Dreller
Director of Marketing
Research
Kenshoo

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Our Speakers

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Our Speakers

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Key Findings & Takeaways
#SocialKeys @KenshooSocial

8. Making Leaders Successful
Every Day
#SocialKeys @KenshooSocial

9. Keys To Successful Social Advertising
Kim Celestre, Senior Analyst
May 29, 2013
#SocialKeys @KenshooSocial

10. 1 Billion Users
#SocialKeys @KenshooSocial

11. $2 Billion
#SocialKeys @KenshooSocial

12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12
Agenda
› Advertising tactics
› Data highlights
› Key takeaways
#SocialKeys @KenshooSocial

13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13
Tactics
Social advertising gains momentum
#SocialKeys @KenshooSocial

14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14
Organic advertising
#SocialKeys @KenshooSocial

15. © 2013 Forrester Research, Inc. Reproduction Prohibited 15
Organic advertising
#SocialKeys @KenshooSocial

16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16
Organic advertising
#SocialKeys @KenshooSocial

17. © 2013 Forrester Research, Inc. Reproduction Prohibited 17
Paid advertising
#SocialKeys @KenshooSocial

18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18
Paid advertising
#SocialKeys @KenshooSocial

19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19
Paid advertising
#SocialKeys @KenshooSocial

20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20
Paid advertising
#SocialKeys @KenshooSocial

21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21
Survey Highlights
How marketers use social advertising
#SocialKeys @KenshooSocial

22. © 2013 Forrester Research, Inc. Reproduction Prohibited 22
Survey respondents
105 social
advertisers
Spends
over $100K
per year
Base: 105 US social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

23. © 2013 Forrester Research, Inc. Reproduction Prohibited 23
Social Advertisers Use A Wide Range Of
Social Sites And Strategies
6%
51%
67%
87%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
None of the above
Business-focused social networks
Microblogs
Social networks
“Which of the following types of social media properties do you use for marketing?”
Base: 105 US social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24
Social Advertisers Use Branded Pages
More Than Paid Promotion
23%
24%
34%
37%
38%
40%
51%
52%
56%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
We create product pages (business-focused social…
We buy ads (business-focused social networks)
We create company pages (business-focused social…
We pay to promote content (microblogs)
We create branded applications (social networks)
We create branded tabs (social networks)
We pay to promote content (social networks)
We create branded accounts and post messages to…
We buy ads (social networks)
We create branded pages and post messages on…
“Which of the following marketing tactics do you use on social networks or
microblogs or business-focused social networks?”
Base: 105 US social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25
But You Can’t Just Post Content; You
Need To Promote It
-3%
-2%
-1%
-1%
-1%
3%
4%
5%
7%
8%
-4% -2% 0% 2% 4% 6% 8% 10%
We create branded accounts and post messages to…
We create branded groups (business-focused social…
We use other tactics (social networks)
We create branded pages and post messages on…
We buy ads (business-focused social networks)
We buy ads (social networks)
We pay to promote trends (microblogs)
We create branded tabs (social networks)
We create branded applications (social networks)
We pay to promote content (social networks)
“Which of the following marketing tactics do you use on social networks or microblogs or
business-focused social networks?”
Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

26. © 2013 Forrester Research, Inc. Reproduction Prohibited 26
Social Advertisers Focus On Ad Rotation
0%
10%
20%
23%
35%
35%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Other
None of the above
We use a tool to create new combinations of creative…
We use automated bid management tools
We use A/B testing to determine the best targeting or…
We target many small, specific audiences
We rotate through multiple creatives…
“Which of the following practices do you use when buying ads or paying to promote
content on social media properties?”
Base: 105 US social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

27. © 2013 Forrester Research, Inc. Reproduction Prohibited 27
Most social advertisers target, but they
use only basic criteria
26%
27%
28%
32%
33%
37%
38%
41%
43%
50%
0% 10% 20% 30% 40% 50% 60%
Geographic targeting (microblogs)
Targeting users like our followers (microblogs)
Targeting our followers (microblogs)
Targeting to site location (social networks)
Targeting friends of our fans (social networks)
Targeting based on user actions (social networks)
Targeting our fans (social networks)
Targeting based on users’ interests (social networks)
Geographic targeting (social networks)
Demographic targeting (social networks)
“What types of targeting do you regularly use when buying ads or paying to promote content on
social networks or microblogs or business-focused social networks?”
Base: 105 US social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

28. © 2013 Forrester Research, Inc. Reproduction Prohibited 28
Promoted Content Is The Best Tactic For
Brand Social Advertisers
-5%
-4%
-1%
0%
1%
1%
1%
2%
5%
-6% -4% -2% 0% 2% 4% 6%
We do not use this tactic
Drive traffic to our site
Provide customer service
Other
Increase loyalty of existing customers
Create word of mouth
Drive purchases
Drive new social fans or followers
Create awareness
“What is the primary objective of each tactic you use when marketing on social
media properties?”
(Answers shown for promoted content)
Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

29. © 2013 Forrester Research, Inc. Reproduction Prohibited 29
Paid Social Ads Are The Best Tactic For
Direct Social Advertisers
-5%
-1%
-1%
0%
0%
0%
2%
2%
4%
-6% -5% -4% -3% -2% -1% 0% 1% 2% 3% 4% 5%
Drive traffic to our site
Create awareness
Create word of mouth
Provide customer service
We do not use this tactic
Other
Increase loyalty of existing customers
Drive new social fans or followers
Drive purchases
“What is the primary objective of each tactic you use when marketing on social media properties?”
(Answers shown for ads)
Base: 105 US social media/advertising professionals ; 69 “satisfied” social media/advertising professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Kenshoo Social, Q1 2013
#SocialKeys @KenshooSocial

30. © 2013 Forrester Research, Inc. Reproduction Prohibited 30
Key Takeaways
Use an artful mix to achieve success
#SocialKeys @KenshooSocial

31. © 2013 Forrester Research, Inc. Reproduction Prohibited 31
Key Takeaways
1. Start with clear objectives
2. Promote your brand and your content
3. Use robust targeting
4. Develop a holistic approach
#SocialKeys @KenshooSocial

32. Thank you
Kim Celestre
+1 650.581.3810
kcelestre@forrester.com
#SocialKeys @KenshooSocial

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How Kenshoo Social Can Help
#SocialKeys @KenshooSocial

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Contents
Solutions for All Campaign Objectives
Paid and Organic Social Media Integration
Advanced Targeting and Optimization
Holistic Cross-Channel Attribution

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Activate and Illuminate the Value of Social Media #DriveResults
16+ GLOBAL LOCATIONS
CAMPAIGNS RUNNING
IN 190+ COUNTRIES
MARKETING PLATFORM
SAAS MULTI-LINGUAL UX
PORTUGUESE
JAPANESE
GERMAN
MANAGED or SELF-
SERVICE OFFERING

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Kenshoo Social Product Suite
Exchange Access
Fully managed campaigns on Facebook
Exchange (FBX) for superior performance
marketing and ROI
Attribution Solutions
Go beyond paid clicks for a holistic view of paid,
owned and earned social media
• Post Impression Attribution • Owned Media Attribution
Ad Manager
Intuitive workflows to quickly and easily
create, manage and optimize at scale

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Kenshoo Delivers
Closed-loop Targeting. Universal Integration. Dynamic Attribution.
Infinite OptimizationTM

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Powering the World's Top Brands
of the Top 5
U.S. Travel
Websites
4
of the Top 10
Global Hotel
Groups
6
of the Top 10
Global Telcoms6
of the Top 10
Global Retailers7
of the Top 10
Global Agency
Networks
10
of the
Fortune 50
Companies
23
Consumer Electronics
Agencies Retailers Travel & Hospitality
Pure Plays
Entertainment
Financial Services
Food & Beverage
Telecom
Automotive
Apparel
Publishers
Education & Careers
Home & Garden

39. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 39| 39
Click Thru Rate
INCREASED BY
186%
Cost Per Click
DECREASED BY
77%
Conversions
INCREASED BY
331%
Driving Measurable Social Media Results
After 12 months powered by Kenshoo Social:
This data set includes Kenshoo Social clients that launched or maintained social advertising campaigns between January 1 and
December 31, 2012 and remained active continuously on Kenshoo during the 12 month period.
Data in this set covers over 55 billion total impressions and clicks.

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Paid & Organic Media Integration

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Owned and Earned Media – Symbiotic Investment
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Social Relationship Technology Integration
• Kenshoo redirects on
individual owned media
posts to track performance
• Actionable insight into each
customer engagement
• Understand interplay
between owned, earned and
paid media
• Attribute conversions and
revenue to owned media
posts

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Owned Media Page Posts Show Up Throughout the
Customer Engagement Path and Generate Significant ROI
Source: Actual Path to Conversion for Kenshoo Social Retail Campaign
Day 1 FB Ad Impression
Day 3 Bing Click
Day 5 Owned Media Click
Day 7 FB Ad Click
Day 11 Owned Media Click
Day 14 Google Click
Day 14 FBX Click
Day 14 Conversion

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Advanced Targeting & Optimization

45. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 45
1
2
3
Intuitive Ad Creation Flow
Quickly create and replicate
ads and campaigns at scale
Flexible Campaign Structures
Choose one ad per campaign
to control ad delivery, spend
and easily A/B test creative
Automatically Divide Targets
Quickly create custom
demographics target ranges
Kenshoo Social 2.0:
Quickly and easily create and launch campaigns at scale

46. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 46
1
2
3
Flexible Data Views
Customize columns for action
types, performance
metrics, targeting and ad settings
Bulk Edit Ads & Campaigns
Quickly edit inline and mass edit
selected elements
Ad & Campaign Duplication
Easily duplicate ads into same
or new campaign; Edit select
elements while cloning
Kenshoo Social 2.0:
Power and performance at your fingertips

47. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 47
1
2
3
High Level Change Categories
Quickly sort changes by type:
Sync, Sync Error, Edits, Ad
Creation, Imports
Enhanced ToolTip Messages
Explanation of error reason and
suggested actions
Easily Undo Changes
Undo changes in any
order, quickly revert evergreen
or seasonal campaigns
Kenshoo Social 2.0:
Easily identify, sort and undo changes

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Holistic Cross-Channel Attribution

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Multi-touch Attribution (Path to Conversion)
Paid & Owned Impressions/Clicks
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Multi-touch Attribution (Path to Conversion)
Web Visit
Shoes.com
Natalie Jones
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I can’t wait to wear them.
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get the best
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Multi-touch Attribution (Path to Conversion)
Keyword Search
black pumps
Shoes.com
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Multi-touch Attribution (Path to Conversion)
Retargeting
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Multi-touch Attribution (Path to Conversion)
Conversion
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
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Natalie Jones
So cute! Definitely buying these.
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$ $ $
Shoes.com
0%
0%
100%
Last Click

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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
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100%
0%
0%
First Click

56. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 56| 56
Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
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Even Distribution
33%
33%
33%

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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
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Natalie Jones
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40%
20%
40%
U-Shaped

58. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial | 58| 58
Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
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Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
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get the best
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hottest shoes.
$ $ $
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24%
29%
47%
Dynamic (Kenshoo SmartPathTM)

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Q & A
#SocialKeys @KenshooSocial

60. Kenshoo: Proprietary and Confidential InformationKenshoo: Proprietary and Confidential Information#SocialKeys @KenshooSocial
Thank you!
www.KenshooSocial.com/ForresterStudy
Info@Kenshoo.com
Facebook.com/KenshooSocial