The Social Data Disconnect - Social Monitoring Forum 2017

The Social Data Disconnect
(And How To Fix It)
Nate Elliott | @nate_elliott | NineteenInsights.com
Monitoring Forum 2017 | München
©2017 Nineteen Insights

We’ve been using social data wrong.

Social data
doesn’t prove
business success.
“Last year we had our
most engagement ever,
but terrible sales.”
Head of Social
Sports Equipment Brand

But that’s how most companies use social data
“Which metrics do you use most often to measure the success of social?”
Source: Simply Measured, “The State of Social Marketing 2017.”©2017 Nineteen Insights

Social data
does offer
vital insights.
“Social delivered its
findings in less than half
the time and cost of
conventional research.”
IPA report on Unilever

But few companies understand how social drives insights
Source: Altimeter, “Beyond ROI,” Q2 2017.
“I understand how social impacts our understanding of customer preferences.”
37%

We must fix the social data disconnect.

1. Social data doesn’t prove success.
2. Social data does offer insights.
3. We must better educate our companies.

Social teams know they can’t measure
Sources: Simply Measured “The State of Social Marketing 2017,” June 2017. Gartner “How To Determine Social Marketing
Revenue Attribution,” January 2015. Social Media Examiner “2016 Social Media Marketing Industry Report,” May 2016.
Can measure ROI Can’t measure ROI
0% 25% 50% 75% 100%
59%
59%
61%
41%
41%
39%

But social sites push likes and engagement

So social teams keep tracking social data

Not even Facebook thinks social data proves success
Source: Facebook, “Engagement on Facebook: When it Matters”
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 by 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 engagements 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.

The result: Executives don’t think social drives value
16%
“We have proven the impact of social media quantitatively”
Source: The CMO Survey, “Topline Results,” August 2017.
16%

Social data doesn’t prove success.

1. Understand
your customers.

2. Build better
products and
services.

3. Develop great
messaging, content,
and creative.

4. Buy media more
successfully.

Social data does offer insights.

First: Use social data for what it’s good for.

Show execs social data doesn’t prove success
“Which metrics do you use most often to measure the success of social?”
Source: Simply Measured, “The State of Social Marketing 2017.”©2017 Nineteen Insights

Branding
Brand surveys measure
awareness and consideration.
Sales
Web analytics tools measure
leads, sales, and revenue.
Service
Service software measures
resolutions and response time.
Loyalty
CRM platforms measure
retention and repeat purchase.
Today, we should measure using traditional metrics

“I’d been showing them
data for a year. But the
anecdote struck a chord.”
Head of Social
Sports Equipment Brand
Use stories,
not just data.

Show execs social data does offer insights
Source: Altimeter, “Beyond ROI,” Q2 2017.
“I understand how social impacts our understanding of customer preferences.”
37%

“When we show vanity
metrics, our leadership
latches onto them.”
VP of Marketing
B2B Tech Company
Highlight the data
that offers value.

Second: Find better ways to use social data.

Filtered properly, social
listening offers .881
correlation to brand
survey data.
Converseon, 2012
Develop, and use,
proxies that work.

We can fix the social data disconnect.

Thank You
Nate Elliott | @nate_elliott | NineteenInsights.com

The Social Data Disconnect - Social Monitoring Forum 2017

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