It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.

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WHY SOCIAL?
HO W SO CIAL MEDIA BUIL DS BRANDS

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PRESENTERS
Moderator
Marlea Clark
Senior Vice President Marketing, Women’s Marketing
Jenna Manula
Director, Social Media Marketing, Flying Point Digital
Jessica Stanton
Media Supervisor
Shannan Conley
Senior Media Planner

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Of the entire world’s
population is on
social media
networks
HOW SOCIAL MEDIA BUILDS BRANDS
1/7
Source: Social Media Today

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HOW SOCIAL MEDIA BUILDS BRANDS
A recent survey
revealed that 60%
of American
consumers are
open to making
purchases through
social media.
Source: Citi Retail Services, August 2015

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HOW SOCIAL MEDIA BUILDS BRANDS
76% of all female
internet users are
on social
networking sites
Women follow
brands on social
media to show
support, access
offers, and stay
current with their
favorite brands
Women and Social Media
Top social sites for
women include
Facebook, Pinterest,
and Instagram

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HOW SOCIAL MEDIA BUILDS BRANDS
Dominant Social Media Trends
Visual Content
Authenticity
Big Networks Growing Bigger
Social is Increasingly Mobile

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HOW SOCIAL MEDIA BUILDS BRANDS
• Builds Brand Awareness
• Helps with organic, word-of-mouth growth, which is increasingly important
• Reinforces Loyalty With Existing Customers
• Develops Relationships With New Consumers
• Encourages Collaboration and Feedback
• Establishes Brand As Expert
• Drives Traffic and Sales At Retail and/or eCommerce Site
Why We “Like” Social Media:

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HOW SOCIAL MEDIA BUILDS BRANDS
The effect of social media at retail
Source: eMarketer, July 2015

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THE PLAYERS: DETERMINING
THE RIGHT PLATFORMS
FOR YOUR BRAND

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HOW SOCIAL MEDIA BUILDS BRANDS
Essential Social Media Platforms for All Brands
968MM daily active users
1.49B monthly active users
316MM Monthly Active Users
500MM Tweets Sent Per Day

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HOW SOCIAL MEDIA BUILDS BRANDS
70MM Active Users
55% of women 18-54 are on Pinterest
93 out of the world’s top 100 brands have accounts on Pinterest
400M Monthly Active Users
70M Average Photos Shared Daily
30B+ Photos Shared
2.5B Likes Daily
1B+ Users
300 hours of video are uploaded every minute
Half of YouTube views are on mobile devices
Essential Social Platforms for Lifestyle Brands

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HOW SOCIAL MEDIA BUILDS BRANDS
300M active users
Enhanced search results when utilizing
the platform
Social Media Enhances SEM/SEO

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HOW SOCIAL MEDIA BUILDS BRANDS
Vine, an extension of parent company Twitter, allows users to create and
view short, looping videos.
• 100M video views each month
• 1 billion loops played everyday
Periscope, also owned by parent company Twitter, is a livestream video
sharing platform .
• 1M users
Sources: Vine, Ad Week, The Daily Dot
Polyvore is a visual platform used to discover and shop for things you love in
fashion, beauty and home decor.
• 20M users
• 50% of sets created on mobile
• 60% of users between 18-34
• 82% of users are female
GenZ - The Visual Generation

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HOW SOCIAL MEDIA BUILDS BRANDS
The Game Changers
In August, Snapchat was
ranked the third most popular
social app among Millennials,
trailing only Facebook and
Instagram.
Source: Business Insider
Instead of converting from one to another, many brands are making
Instagram and Snapchat work cohesively, to increase followings on
both platforms as they have differing, but equally beneficial
capabilities.
• Companies can regularly share their Snapchat QR code “Snaptag” across social
platforms
• Promote brand’s Snapchat handle in Instagram posts, location, as well as bio so
it is easily accessible
• Post snippets of Snapchat content to other social channels to pique interest
• Offer deals, exclusives, and contests through Snapchat handle, while promoting
these offers through other social posts to drive Snapchat followers
• Use social influencers with strong followings to support brand and share brand
information and support across their channels
• Snapchat takeovers with relevant influencers with cross sharing across brand
platforms and influencer’s platforms
=+

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HOW SOCIAL MEDIA BUILDS BRANDS
Advertising opportunities on each platform:
Advertising Opportunities:
• Boosted Posts
• Promote Your Page
• Raise Event Attendance
• Claim Offer
• Video Views
• Conversions
• Reach People Near Business
• App Installs/Engagement
• Dynamic Product Ads
Advertising Opportunities:
• Website Cards
• Promoted Tweets
• Promoted Accounts
• Promoted Trends
• Tailored Audiences
• App Installs/Engagement
• Promoted Video
Advertising Opportunities:
• Sponsored Posts (API)
• Photo Ads
• Video Ads
• Carousel Ads
• “Shop Now” Buttons (API)
Advertising Opportunities:
• Promoted Pins
• Cinematic Pins
• Buyable Pins (mobile
iOS & Android)
On the Horizon:
• Buyable Pins (desktop)
Advertising Opportunities
• Vertical Video
• Live 3V Ads
• Local 3V Ads
• Discover
• Geofilters
Advertising Opportunities:
• In-stream Video
• Video Overlays
• Standard display
On the Horizon:
• Ad Free Subscription Service

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Connecting with YOUR
Audience: Building A Solid
Social Strategy
.

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HOW SOCIAL MEDIA BUILDS BRANDS
Reach the right audience for your brand
Audience segmentation offers better ad
targeting.
Facebook, Twitter, and Instagram allow
brands to target their messages to users
based on data such as user demographics,
interests, and geographical location.
Paid targeting is effective because it
enables brands to convey a specific
message to a specific audience.

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HOW SOCIAL MEDIA BUILDS BRANDS
Identify the right platforms for your brand
Not every brand needs a presence on
every social platform
Fashion, beauty, food/beverage, and
health and wellness brands flourish on
visually rich sites such as Pinterest,
Instagram, YouTube, and Snapchat
Understand user demographics and the
experience users want when they visit
social sites
Where is your competition?

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HOW SOCIAL MEDIA BUILDS BRANDS
Focus on key brand attributes and phrases
Adopt a strategy that appeals to their
emotions
Balance content between aspirational and
promotional
Listen and learn! Your fans and followers will
tell you what they “like”
Review analytics and adjust your content
strategy accordingly
Develop content that resonates with your audience

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HOW SOCIAL MEDIA BUILDS BRANDS
Best time to post: 1-4 pm
Optimal post frequency: 2x day
Tip: Weekend posts receive 32% higher engagement
Timing is everything! When, where, and how often to post:
Best time to post: 12-3 pm
Optimal post frequency: 3x day
Tip: B to C performs 17% better on weekends
Best time to post: 8-11 pm
Optimal pin frequency: 5 pins per day
Tip: Saturday night is a prime pinning time
Best times to post: 2-3 pm & 8-9 pm Monday-Thursday
Optimal post frequency: 1-2 per day
Use #Hashtags for discovery – optimal number: 11
Use analytics
to determine
the post
frequency and
best times to
post for YOUR
brand!
Source: Co-Schedule – What 10 Studies Say About the Best Times to Post on Social Media, August 2015

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HOW SOCIAL MEDIA BUILDS BRANDS
Opinions Matter! Why it’s essential to identify and leverage your
key influencers:
Sources: Search Engine Land, Vocus, Dimensional Research

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7 Social Media Engagement Metrics for Tracking Your Following:
1. Follower/Like Count
2. Engagement Rate
3. Audience Growth Rate
4. Reach
5. Amplification (Paid/Viral)
6. Conversion
7. ROI
HOW SOCIAL MEDIA BUILDS BRANDS
Sources: Aamplify

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BEAUTY CATEGORY

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OVERALL BEAUTY CATEGORY SOCIAL USAGE
YOUTUBE VIDEOS ARE THE GO-TO SOURCE FOR BEAUTY INFO
of beauty and personal care
consumers seek opinions on
social media before making a
purchase
21%
of beauty views on YouTube
come through mobile devices
55%
• Beauty content on YouTube increased 50% from 2014 to 2015
• YouTube’s 1.8 million beauty videos have attracted a total of 45.3 billion
views
T O P S O C I A L P L A T F O R M S F O R T H E B E A U T Y C O N S U M E R
Source: L2 Insight Report Digital IQ Index Fashion and Beauty
• Facebook drives beauty enthusiasts to shopping sites
• Shopify reports that 2/3 of all social media visits to their websites come
from Facebook
• Women spend an average of 257 minutes per month on Instagram
interacting with content
• Instagram’s e-commerce influence yields an average of $65 per order
• Women are referring to blogs more and more for the best practices in skin
care and upcoming products
• Consumers look for personalized messaging relevant to them and the
brand being advertised

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HAIRCARE CATEGORY SOCIAL USAGE
INSTAGRAM HAS THE HIGHEST GROWTH RATE AMONG THIS CATEGORY
of consumers purchase hair
care product(s) after sharing on
Pinterest
64%
Although YouTube is popular for
hair tutorials, only 57% of
brands actively post fresh video
content
57%
• Strongest presence on Facebook based on audience size and average
interactions per post
• 96% presence // 506,428 average community size // 1,195 average
interactions per post
T O P S O C I A L P L A T F O R M S F O R T H E H A I R C A R E C O N S U M E R
Source: L2 Insight Report Digital IQ Index Hair Care & Color
• Haircare Community size of 38,203 on Instagram
• Brand terms are being tagged over 90,000 times on average-
demonstrating a wide desire for branded content
• 70% of haircare brands now have a presence in the Pinterest space
• Only 12% of brands participating on the platform are leveraging rich pins
• 91% presence // 32,638 average community size

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NUDESTIX
NudeStix, a simple collection of easy-to-use
makeup crayons that cover all the bases and
give consumers that much desired fresh-faced
nude look, was launched in 2014 by two teenage
sisters and their Mom.
While the brand is still building its social
following, it recently partnered with the
Perfect365 makeover app to drive m-commerce
sales. Users of the app can try on the product
through one of the apps filters. Interested users
can the buy the product directly through the app
and share their NudeStix filtered photo across
their social channels.
Statistics:
2.3K Facebook Followers
21.5K Instagram Followers
1.2K Twitter Followers
21K Pinterest Followers
7.3K Google+ Views
Source: NudeStix, MarketWatch

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FASHION CATEGORY

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FASHION CATEGORY SOCIAL USAGE
VLOGS AND BLOGS ARE THE GO-TO SOURCE FOR FASHION INFO
• YouTube is more popular compared to Facebook to view video content such
as fashion shows
• Brands leverage YouTube more from a organic perspective versus paid ads
T O P S O C I A L P L A T F O R M S F O R T H E F A S H I O N C O N S U M E R
Source: L2 Insight Report Digital IQ Index Fashion
• Aside from posting images housed on Twitter, a majority of Fashion brands
are using the platform to link to specific product pages or blogs
• While Facebook remains the undisputed leader in consumer adoption and
use, fashion brands are looking to Facebook-owned Instagram to reach
social communities organically
• Instagram has the highest rate of growth and branded engagement among
consumers compared to all other social platforms in the fashion space
• 96% brand adoption
• Highest rate of engagement among social media platforms
• Celebrities who align with fashion content often drive sales through
interactive Instagram units

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KATE SPADE
WORDS TO DESCRIBE THEIR SOCIAL STYLE:
- Playful
- Bold
- Colorful
- Trendy
SOCIAL STRATEGY:
- Trend-worthy images and playful copy highlight their
products in a lively, realistic way.
- Focus on experiences—a day in the life of a kate spade girl.
- Tap celebrities who live the “Kate Spade life” to star in fun,
witty, social media mini-series (video).
Social
Network
Likes/Followers
Average Engagement
Rate/ Interactions per post
Post
Frequency
Facebook 2,282,265
0.42% / 200-600 likes and
5-10 comments
1/day
Twitter 871,383
300 retweets and 500+
favorites
2-3/day
Instagram 1.2 million
20,000+ likes and 100+
comments
1-2/day
Pinterest 272,000 N/A N/A

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FOOD CATEGORY

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FOOD CATEGORY SOCIAL USAGE
IMAGE POSTS PERFORM HIGHER THAN ANY OTHER CONTENT TYPE WITH RISE OF THE VISUAL SOCIAL
PLATFORMS AND THE #FOODPORN TREND
of grocery shoppers spend at
least half of their planning time
online
38%
of smartphone shoppers use
their device in aisle
90%
• Leverage Pinterest when looking for new recipes by specific categories
T O P S O C I A L P L A T F O R M S F O R T H E F O O D C O N S U M E R
Quick Trend Fact: Brands within the food category are leveraging “National Days” to post about their brands.
Dunkin Donuts posted across all social media outlets encouraging brands to go to their store on National
Donut Day.
http://www.foodmanufacturing.com/blogs/2015/05/social-media-and-food-perfect-pair
https://www.linkedin.com/pulse/social-media-trends-tastes-food-beverage-industry-daren-bach
• Of all Facebook activity within the food category, 53% are posting images
to the Platform denoting that brands should center their strategies around
photos
• Out of all brand mentions on Twitter, food and drink brands are mentioned
the most with 32% share of tweets (Compared to 17% for Fashion)

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STARBUCKS
WORDS TO DESCRIBE THEIR SOCIAL STYLE:
- Trendy
- Relatable
- Artsy
- Colorful
SOCIAL STRATEGY:
- Stylish images and simple copy of products in unique places with unique
people.
- Content often introduces new products and highlights current popular
products.
- “Book of the Month” campaign focuses on books that highlight the importance
of giving back and activism.
Social
Network
Likes/Followers
Average Engagement Rate/
Interactions per post
Post
Frequency
Facebook 35,753,186
0.31% / 1,000+ likes and 5-
10 comments
1/day
Twitter 9,596,592
1,500 retweets and 7,000+
favorites
2-3/day
Instagram 5.4 million
200,000+ likes and 4,000+
comments
1-2/day
Pinterest 197,000 N/A N/A

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HEALTH &
WELLNESS
CATEGORY

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Quick Trend Fact: Fitspiration or ‘Fitspo’ is a term used to describe something that
inspires people to be more fit and eat clean, healthy food.
It is often used as a hashtag in social media.
HEALTH & WELLNESS SOCIAL USAGE
#Fitspo
T O P S O C I A L P L A T F O R M S F O R T H E H E A L T H Y C O N S U M E R
Source: http://pivotcon.com/deeper-insights-top-trends-in-health-and-wellness-on-social-infographic/
• Post workouts to Facebook using mobile fitness apps to track their diet,
while also learning new workout and nutrition tips (I.E My Fitness Pal, UP
by Jawbone)
• Leverage Instagram to post/research videos of workouts, progress pictures
or clean eating meals
• Blogs and Tumblr Pages dedicated to health and Wellness (Fitspo)
incorporate motivating pictures, recipes or exercise plans.
• More than 95% of brand mentions appear within these pages

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NIKE WOMEN
• Words to describe their social style:
- Clean
- Crisp
- Bold
- Empowering
• Social Strategy:
- Hashtag campaign #BetterForIt
- Sharp, scenic images featuring relatable women with encouraging copy or quotes.
- Content highlights products, workouts, and inspirational posts.
Social
Network
Likes/Followers
Average Engagement
Rate/ Interactions per post
Post
Frequency
Facebook 3,655,589
1.12% / 500+ likes and 5-
10 comments
1/day
Twitter 311,777
100-200 retweets and 200+
favorites
1-2/day
Instagram 2.6 million 80,000+ likes 1/day
Pinterest 114,000 N/A N/A

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TIPS FOR CREATING INNOVATIVE
SOCIAL ACTIVATIONS

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1. Don’t hire a college student to run your social
media program.
2. Launch your campaign with a BANG. Use
Thunderclap to amplify your message with a crowd.
3. Embrace user-generated content.
4. Give things away for free.
5. Monitor online discussions around your brand and
engage with fans in real-time.
6. Use a hashtag to create, ignite, and track the
conversation.
7. Partner with influencers, celebrities, and YouTube
stars.
8. Invest in social media advertising.
9. Tie social media to print.
HOW SOCIAL MEDIA BUILDS BRANDS
Tips for creating innovative social activations:

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THANK YOU
Thank you for joining this webinar, part of our How Media Builds Brands series!
Have questions or want to learn more?
Contact Marlea Clark at
mclark@womensmarketing.com
Women’s Marketing
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880
Flying Point Digital
flyingpointdigital.com
35 W 36th St, New York, NY 10018 212.629.4960