This document provides guidance on developing effective social media programs based on the ABCs approach. It recommends first studying your audience and how they use social media (A). It then advises establishing business objectives like awareness, consideration, leads or loyalty (B). With audience and objectives in mind, the document suggests developing a social media concept that uses appropriate tools to create value for both the audience and brand (C). Finally, it stresses defining success using established metrics tied to business goals rather than engagement, such as surveys, web analytics, customer service tools or CRM (S). The overall message is to focus social media efforts on driving business value rather than just engagement.

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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

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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.

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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%

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But social media is hard.
©2018 Nineten Insights

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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.”

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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.

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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.

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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

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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

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Social will never be easy.

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Social will never be easy.
(But we can make it easier.)

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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?

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A is for Audience.

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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.

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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.”

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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.”

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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.

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B is for Business.

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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.

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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.

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Bud Light needs awareness and consideration
Source: ABInBev Third Quarter 2017 Results Presentation.

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Disney Parks focus on attendance and guest spending
Source: Walt Disney Company, First Quarter Earnings, Fiscal 2018.

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C is for Concept.

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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.

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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.”

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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.

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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.

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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.

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Morningstar Farms drove word-of-mouth
Source: Morningstar Farms.

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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.

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Create sales with brand communities and reviews
Source: Bazaarvoice.

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Sephora uses an on-site community to drive sales
Source: Sephora.

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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.

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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.

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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.

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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.

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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.

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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.

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S is for Success.
©2018 Nineten Insights

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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.

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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.”

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“We can get 100,000
retweets, but if we sold
two memberships is it
really worthwhile?”
Kenton Olson
Director, Digital & Emerging Media
Seattle Seahawks

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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”

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Even The Onion knows engagement is useless!
Source: The Onion.

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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

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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.

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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

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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.

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N I N E T E E N I N S I G H T S
Measure brand goals with surveys
Source: Snapchat.

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Cheetos does this, too
Source: Pinterest.

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And Morningstar Farms did the same
Source: House Party.

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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.

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N I N E T E E N I N S I G H T S
Measure sales with web analytics tools
Source: Facebook.

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Winecellar does this, too
Source: Bazaarvoice.

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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.

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N I N E T E E N I N S I G H T S
Measure service with customer service software
Source: Facebook.

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Telstra does this, too
Source: Telstra.

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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.

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N I N E T E E N I N S I G H T S
Measure loyalty with CRM tools
Source: Twitter.

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Rush Street Gaming does this, too
Source: Facebook.

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Key Lessons
1. Focus on value.
2. Make measurement central.
3. Use the ABCs.

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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. ©2019 Nineteen Insights
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N I N E T E E N I N S I G H T S
Thank You
Nate Elliott | @nate_elliott | NineteenInsights.com