Originally presented by Catalyst's Head of Social, Kieley Taylor, at the WPP Global Retail Forum 2017, this presentation provides five key strategies for ensuring paid social campaigns deliver business results.

1. 5 TIPS FOR MAXIMIZING
SOCIAL ROI

2. 1. SOCIAL MEDIA IS PAID
MEDIA AND SHOULD
DRIVE BUSINESS
RESULTS
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3. 3
That’s a lot of money!
Shouldn’t every dollar spent
contribute to ‘Performance’?

4. ISN’T SOCIAL JUST ABOUT FANS AND LIKES? NOT ANYMORE:
THE EVOLUTION OF SOCIAL
4
Fan
Acquisition
Post Amplification
Dark Content
Promotion
Audience
Management
Social 1.0
2011
Social 2.0
2017

5. REAL RESULTS:
DRIVING BUZZ & DVD
SALES
#1Release on iTunes
$2.1MSales in first 3 days
TrendGlobally in 45 minutes
Mockingjay Case Study
5
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6. 2. INTEGRATED
STRATEGY:
PLAN WITH YOUR
AUDIENCE IN MIND
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7. Objectives Audiences Actions Content Distribution Measurement
AUDIENCE FIRST PLANNING:
THE KEY TO SOCIAL 2.0 SUCCESS
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8. FROM CONTENT LED TO AUDIENCE FIRST APPROACH
Content A
Content C
Content B
Social
1.0
A
B
C
E
F
G
D
B
ObjectiveAudience A
Audience
C
Audience
B
A
D
E
F
B
D
G
A
B
C
Social 2.0
Objective
Objective
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Audience
Audience
Audience
Content
Content
Content

9. 3. FILL THE MARKETING
FUNNEL, NOT THE
NEWSFEED
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10. A13-49
93 MM
3%
SOV
TARGETED REACH CONSIDERATIONS:
2015
3%
SOV
3%
SOV
Avg. impressions per post: 4MM
Avg. share of voice(SOV): 3%
Each dot represents a post targeted at a broad audience
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11. TARGETED REACH CONSIDERATIONS:
2016
Est. 40%
SOV
Category Buyers
within 6 months
32MM
Est. 40%
SOV
Super Bowl
28 MM
Hispanic
5MM
Avg. impressions per post: 31MM
Avg. share of voice(SOV): 40%
Potential audience sizes for key audiences are shown to
illustrate potential reach of 2016
A13-49
93 MM
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12. HOW TO EVALUATE CREATIVE:
BEST OPTION: CREATIVE PRE-TESTING
Ad simulated in mock news feed (by 3rd party)1
Results measured based on recall &
reaction / effect2
Compared against CPG benchmarks3
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13. Notes:
*Internal Facebook and client research
• Campaigns that optimized for reach instead of engagement averaged 70% more ROAS*
• Resources could be better allocated in media than in production
• Social should be treated like other forms of mass media
• Smaller budgets deliver less impact
Through rigorous research we discovered:
• We don’t measure or optimize for engagement. Optimizing for reach has much higher ROAS
• The brand cut their production budget by $9.5 MM( 77%), in turn funding more media
• All creative is pre-tested with 3rd parties to ensure best message is shown to as many people in
the target audience as possible
• Identified a minimum target size threshold of 15 million uniques to deliver best return
The course correction:
Working
media ratio
improved
Campaign
ROI increased
Amount and $
of posts
lowered
RIGHT SIZING NON-WORKING INVESTMENT
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14. 4. SHIFT FROM REACTIVE
REAL-TIME CONTENT TO
PROACTIVE RIGHT-TIME
MESSAGING
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15. Pop Culture &
Celebrity
A diaper brand
wants to be
associated with
celebrating
births
Sports
MOMENTS MUST MATTER FOR THE BRAND & THE AUDIENCE
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16. MOMENTS MUST MATTER FOR THE BRAND & THE AUDIENCE
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17. $5.93
$4.79
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
Facebook Twitter
AverageCPM
Flight Duration
Flights less than 3 days
Flights 3 days and longer
$5.93
$4.79
$10.59
$15.02
When creative is live for longer than 3 days, CPMS (Cost per thousands) are most efficient
IMPACT OF FLIGHT DURATION ON CPM
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18. 5. TAKE SOCIAL
OUT OF A SILO
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19. s
s
Social Media 1.0: Siloed Social Media 2.0: Integrated
THE BENEFITS OF INTEGRATING SOCIAL
 Informs strategy
 Captures demand
 Improves results
 Delivers insights
 Creates efficiencies
 Encourages fluidity
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20. Social Relevance & Impact
Social Reach
Focused Search
Growth
Social Reach
Search
Reach
Search
Reach
FROM SUCCESS IN A SILO TO INTEGRATED WINS
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21. READY TO UNLOCK SOCIAL 2.0 FOR YOUR BRAND?
CONTACT: KIELEY.TAYLOR@GROUPM.COM
READ MORE AT:
1- NOT YOUR FATHER’S STRATEGY: 5 NEW RULES TO
REALIZE SOCIAL MEDIA ROI
2- WHY SEARCH + SOCIAL = SUCCESS FOR BRANDS
OR SEARCH FOR ‘KIELEY TAYLOR’ AT CMO.COM
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22. © 2017 by Catalyst Digital. All rights reserved.