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The ABCs of Social Success in 2019

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Struggling to find social success? You're not alone. Half of marketers think Facebook doesn’t work. Just 25% of CMOs can prove social’s impact. Social marketing will never be easy — but our ABCs methodology increases your chances of success. This presentation reveals the powerful framework top brands use to drive real business success.

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The ABCs of Social Success in 2019

  1. 1. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S The ABCs of Social Success in 2019 Nate Elliott | @nate_elliott | NineteenInsights.com
  2. 2. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your customers use social Q4 2018 daily active users (in millions) Source: Company financial statements.
  3. 3. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S All top brands use social Percentage of leading brands that post on each social platform Base: Interbrand Best Global Brands Source: Nineteen Insights “Top 50 Brands Social Analysis, Q1 2019.” 100% 98% 98% 98%96% 92% 90% 88%
  4. 4. ©2019 Nineteen Insights But social media is hard. ©2018 Nineten Insights
  5. 5. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Just half of marketers think Facebook works “My Facebook marketing is effective” Base: 5,726 marketers Source: Social Media Examiner, “2018 Social Media Marketing Industry Report.”
  6. 6. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Social delivers a tiny fraction of site traffic Percentage of retailer website traffic by source Base: More than 250 million website sessions Source: Wolfgang KPI Report 2019.
  7. 7. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Social visitors create less revenue Average order value by category, Q2 2018 Base: More than 700 million ecommerce sessions Source: Monetate Ecommerce Quarterly Report, Q2 2018.
  8. 8. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Just one quarter of CMOs can prove social works “We have proven the impact of social media quantitatively” Base: 239 Chief Marketing Officers Source: The CMO Survey, “Topline Results,” August 2018
  9. 9. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S “There’s only so long we can hold off our board and say we’re not mature enough to measure this. Soon that answer won’t be acceptable.” Jono Smith Director, Digital Strategy Make-A-Wish® America
  10. 10. ©2019 Nineteen Insights Social will never be easy.
  11. 11. ©2019 Nineteen Insights Social will never be easy. (But we can make it easier.)
  12. 12. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S The ABCs of Effective Social Programs Which social sites do they use? What do they do on those sites? What matters to your business? How will you be evaluated? Which social tools will you use? How will you create value? Did you drive business value? How can you test and learn?
  13. 13. ©2019 Nineteen Insights A is for Audience.
  14. 14. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S First, study your audience Identify your target customer. Examine how they use social tools.
  15. 15. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Different Audiences Use Different Social Tools Percentage of US adults who use each social media platform Base: 2,002 US online adults Source: Pew Research Center “Social Media Use in 2018.”
  16. 16. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Some social behavior will surprise you Facebook still dominates. Snapchat reaches as many Gen Xers as Twitter. LinkedIn reaches more high-income users than Instagram. Base: 2,002 US online adults Source: Pew Research Center “Social Media Use in 2018.”
  17. 17. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Different Audiences Use Social For Different Purposes US online adults use social to: Base: 83,152 US online adults (18+) Source: Forrester North American Online Benchmark Survey, 2018.
  18. 18. ©2019 Nineteen Insights B is for Business.
  19. 19. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Second, establish business objectives Find your company’s priorities. Focus on those objectives above all else.
  20. 20. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Most Businesses Have Four Goals Create awareness and consideration. Drive leads and revenue. Solve customers’ problems. Generate repeat purchases.
  21. 21. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Bud Light needs awareness and consideration Source: ABInBev Third Quarter 2017 Results Presentation.
  22. 22. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Disney Parks focus on attendance and guest spending Source: Walt Disney Company, First Quarter Earnings, Fiscal 2018.
  23. 23. ©2019 Nineteen Insights C is for Concept.
  24. 24. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Third, develop your concept Use the tools that support your goals. Create value for both audience and brand.
  25. 25. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Social audiences want to hear about your products What social consumers want from brands Base: 1,253 consumers. Source: Sprout Social, “Sprout Social Index, 2018.”
  26. 26. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your Business Goals Determine The Right Social Tools Social ads, word of mouth and blogs build your brand. Brand communities and customer reviews create sales. Brand communities and social profiles provide care. Social profiles drive repeat purchases.
  27. 27. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your Business Goals Determine The Right Social Tools Social ads, word of mouth and blogs build your brand. Brand communities and customer reviews create sales. Brand communities and social profiles provide care. Social profiles drive repeat purchases.
  28. 28. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Build brand with social ads and word of mouth Source: Pinterest.
  29. 29. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Morningstar Farms drove word-of-mouth Source: Morningstar Farms.
  30. 30. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your Business Goals Determine The Right Social Tools Social ads, word of mouth and blogs build your brand. Brand communities and customer reviews create sales. Brand communities and social profiles provide care. Social profiles drive repeat purchases.
  31. 31. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Create sales with brand communities and reviews Source: Bazaarvoice.
  32. 32. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Sephora uses an on-site community to drive sales Source: Sephora.
  33. 33. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your Business Goals Determine The Right Social Tools Social ads, word of mouth and blogs build your brand. Brand communities and customer reviews create sales. Brand communities and social profiles provide care. Social profiles drive repeat purchases.
  34. 34. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Provide service with communities and social profiles Source: Telstra.
  35. 35. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Put your call center on Facebook and Twitter Source: Twitter.
  36. 36. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Your Business Goals Determine The Right Social Tools Social ads, word of mouth and blogs build your brand. Brand communities and customer reviews create sales. Brand communities and social profiles provide care. Social profiles drive repeat purchases.
  37. 37. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Drive loyalty by posting on social profiles Source: Twitter.
  38. 38. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Help people get value from your products Source: Facebook.
  39. 39. ©2019 Nineteen Insights S is for Success. ©2018 Nineten Insights
  40. 40. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Finally, define success metrics Stop measuring engagement. Map your metrics to your business goals.
  41. 41. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Brands Still Mistakenly Measure Engagement “Which metrics do you use most often to measure the success of social?” Base: 2,738 social media marketing professionals Source: Simply Measured, “The State of Social Marketing 2017.”
  42. 42. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S “We can get 100,000 retweets, but if we sold two memberships is it really worthwhile?” Kenton Olson Director, Digital & Emerging Media Seattle Seahawks
  43. 43. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Facebook has discredited engagement Industry research, however, has repeatedly shown that engagement rates do not correlate with the outcomes ultimately used to judge the success of your marketing efforts. While clicks can be strong indicators of success for online direct response campaigns, research be Nielsen shows very limited correlation between clicks and offline sales life; the same is true of clicks and standard brand metrics like awareness. Given these findings, the success of advertising campaigns should be measured through business results and not via engagement rates. The same KPIs and metrics you use in other channels, and you know drive your business, should be used to assess impact on Facebook. ...products will do so without clicking on your ads, studies show that more than 90% of offline sales come from people who don’t interact with ads during the campaign. Source: Facebook, “Engagement on Facebook: When it Matters”
  44. 44. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Even The Onion knows engagement is useless! Source: The Onion.
  45. 45. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Engagement is why CMOs don’t believe in social “We have proven the impact of social media quantitatively” Base: 239 Chief Marketing Officers Source: The CMO Survey, “Topline Results,” August 2018
  46. 46. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Use Established Metrics To Prove Social’s Value Brand surveys measure awareness and consideration. Web analytics tools measure leads, sales, and revenue. Customer service tools measure resolutions and response time. CRM platforms measure retention and lifetime value.
  47. 47. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S “To gain credibility, you can’t use your own language. You have to use the business’ language.” Andrew Rosch Director, Channel Marketing Strategy Trek Bikes
  48. 48. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Use Established Metrics To Prove Social’s Value Brand surveys measure awareness and consideration. Web analytics tools measure leads, sales, and revenue. Customer service tools measure resolutions and response time. CRM platforms measure retention and lifetime value.
  49. 49. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Measure brand goals with surveys Source: Snapchat.
  50. 50. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Cheetos does this, too Source: Pinterest.
  51. 51. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S And Morningstar Farms did the same Source: House Party.
  52. 52. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Use Established Metrics To Prove Social’s Value Brand surveys measure awareness and consideration. Web analytics tools measure leads, sales, and revenue. Customer service tools measure resolutions and response time. CRM platforms measure retention and lifetime value.
  53. 53. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Measure sales with web analytics tools Source: Facebook.
  54. 54. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Winecellar does this, too Source: Bazaarvoice.
  55. 55. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Use Established Metrics To Prove Social’s Value Brand surveys measure awareness and consideration. Web analytics tools measure leads, sales, and revenue. Customer service tools measure resolutions and response time. CRM platforms measure retention and lifetime value.
  56. 56. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Measure service with customer service software Source: Facebook.
  57. 57. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Telstra does this, too Source: Telstra.
  58. 58. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Use Established Metrics To Prove Social’s Value Brand surveys measure awareness and consideration. Web analytics tools measure leads, sales, and revenue. Customer service tools measure resolutions and response time. CRM platforms measure retention and lifetime value.
  59. 59. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Measure loyalty with CRM tools Source: Twitter.
  60. 60. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Rush Street Gaming does this, too Source: Facebook.
  61. 61. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Key Lessons 1. Focus on value. 2. Make measurement central. 3. Use the ABCs.
  62. 62. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S The ABCs of Effective Social Programs Which social sites do they use? What do they do on those sites? What matters to your business? How will you be evaluated? Which social tools will you use? How will you create value? Did you drive business value? How can you test and learn?
  63. 63. ©2019 Nineteen Insights For free research sign up at www.NineteenInsights.com
  64. 64. ©2019 Nineteen Insights N I N E T E E N I N S I G H T S Thank You Nate Elliott | @nate_elliott | NineteenInsights.com

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