Post on 22-Jan-2017
Catalyst | Booth #345Join us for cocktails during the SMX East afternoon session breaks!CatalystDigital.com
SMX EASTSELLING WITH SOCIAL 2.0Kieley Taylor, Head of Paid Social, Catalyst
www.CatalystDigital.com
REAL RESULTS: DRIVING BUZZ & DVD SALES
#1Release on iTunes
$2.1MSales in first 3 days
TrendGlobally in 45 minutes
www.CatalystDigital.com
DRIVING RESULTS
That’s a lot of Money!
Shouldn’t every dollar spent contribute to
‘Performance’?
www.CatalystDigital.com
Fan Acquisition Post Amplification Dark Content
Promotion Audience Management
Buy fans; then message for free and
grow community
Organic reach down; amplify posts that
perform well organically to fans
and new audiences
What works on the page not working with
new audiences; promote unpublished
content
Pre-defined paid audience segments
dictate content strategy to move people down
the funnel
Social 1.0 2011
Social 2.0 2016
THE EVOLUTION OF SOCIAL
When planned properly, social drives PERFORMANCE
www.CatalystDigital.com
Objectives Audiences Actions Content Distribution Measurement
AUDIENCE FIRST PLANNING: THE KEY TO SOCIAL 2.0 SUCCESS
www.CatalystDigital.com
Audience EAudience CAudience A
Audience FAudience G
Audience B
Audience D
Audience EAudience C
Audience G
Audience BAudience A
Audience C
Objective
ContentA D E F
Objective
ContentC F
Objective
ContentB D G
Objective
ContentA B C
SOCIAL 1.0 SOCIAL 2.0
AudienceA
AudienceB
AudienceC
AudienceD
ContentA
ContentB
ContentC
ContentD
FROM CONTENT LED TO AUDIENCE FIRST APPROACH
RealRESULTS
www.CatalystDigital.com
REAL RESULTS: DRIVING CAR SALES
380Leads captured in
1 month
GREATER THAN
700%ROAS
25%Leads shared key
info
www.CatalystDigital.com
REAL RESULTS: DRIVING OFFLINE SALES
17MWomen Reached
(43% of target audience)
6%Brand Level
Sales Lift
$2.7MIncremental Sales
($345K of media investment)
TO SELL WITH SOCIAL 2.0
Hold Social accountable for performance
Identify a measurement plan
Develop content to fit the audience and the goal1 2 3
3 TIPS
Q&A
617-663-1247 | www.CatalystDigital.com
© 2016 Catalyst | All Rights Reserved
See You At The Next #SMX
THANK YOU!
Kieley Taylor1-212-297-8570kieley.taylor@groupm.com
Stop by Booth #345 and join us for cocktails during SMX East afternoon session breaks!