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#LIFTSocial
Beyond EngagementNate Elliott
@nate_elliott | #LIFTSocial
@nate_elliott | #LIFTSocial
Social isn’t new, and it isn’t niche
Source: Simply Measured “The State of Social Marketing 2016,” June 2016.
2015 2016
1,650,000,000
1,000,000,000
550,000,000 540,000,000400,000,000
320,000,000200,000,000
100,000,000 107,000,000
2016 Monthly Active Users on Each Network
@nate_elliott | #LIFTSocial
100% of top brands use social
Source: Simply Measured “The State of Social Marketing 2016,” June 2016.
100% 99% 99%
85%
97% 93% 94%86% 87%
50%
76%
42%54%
30%
+2%
+1%
+9%
+9%+9%-1%
-1%+1%+2%
-7%
+1%
+7%
-16% +15%
Percentage of Interbrand 100 Companies Using Each Network
@nate_elliott | #LIFTSocial
Brands spend tens of billions on social each year
Source: eMarketer, Sept 2015
$10.45
18.0% 20.0% 21.9%14.7%
$13.43
$16.53
$7.32
2014 2015 2016 2017
Social network adr
evenues % of digital ad spending
Note: includes paid advertising appearing within social networks, social network games and social network apps; excludes spending by marketers that goes toward developing or maintaining a social network presence
US Social Network Ad Revenues, 2014 – 2017Billions, % change and % of digital ad spending
@nate_elliott | #LIFTSocial
13 years and almost $100 billion later, brands still have no idea if social is even working.
@nate_elliott | #LIFTSocial
Agenda
• We’re measuring social wrong.• Engagement data is the
problem.• It’s time to move beyond
engagement.
@nate_elliott | #LIFTSocial
We’re measuring social wrong.
@nate_elliott | #LIFTSocial
Social teams know they can’t measure well
Sources: Simply Measured “The State of Social Marketing 2016,” June 2016. 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%
61%
61%
59%
39%
39%
41%
@nate_elliott | #LIFTSocial
We’re much better at measuring other channels
Source: Gartner “How To Determine Social Marketing Revenue Attribution,” January 2015. Note: Selected channels shown. Respondents shown answered 6 or 7 on a scale of 1 = Not well at all / 7 = Extremely well.
How effectively is your organization able to measure these activities today?
Email marketing
Onlinedisplay ads
Socialmarketing
Paidsearch ads
30%
40%
50%
60%
70%
@nate_elliott | #LIFTSocial
CMOs don’t believe social works
Note: Not all responses are shown.Social practitioners are marketers who execute or manage social media programs. Senior marketers are marketers who oversee social media programs and teams.Source: Forrester’s Q1 2015 Global Social Relationship Platform Wave™ Online Survey
“Thinking about your social programs, how satisfied are you with the business value your company has achieved by using each of the following marketing
channels and tactics?”(Only responses with a 5 [strongly agree] included)
Facebook page
Ads or promoted posts on Facebook
Ads or promoted Tweets on Twitter
Twitter page
Base: 75 avid social marketers (social practitioners)*Base: 47 avid social marketers (senior marketers)
Social practitioners
Senior marketers
52%
44%33%
41%13%
39%27%
28%
@nate_elliott | #LIFTSocial
Engagement data is the problem.
@nate_elliott | #LIFTSocial
Social teams can only report the data they have
@nate_elliott | #LIFTSocial
Most brands say engagement is their top social metric
Source: Simply Measured “The State of Social Marketing 2016,” June 2016.
Engagement metrics(Likes, comments, @mentions, shares, retweets)
Which metrics do you use more often to measure the success of social media?
1.7%
Conversion & revenue metrics(Web traffic, goal conversions, revenue)
Amplification & brand awareness metrics
(Web traffic, goal conversions, revenue)Other
Customer service metrics(Response time, response rate, etc.)
We don’t measure social media performance
Customer satisfaction metrics(Sentiment, referrals, etc.)
2.0%
2.3%
2.3%
15%
20.7%
56%
@nate_elliott | #LIFTSocial
But even Facebook no longer focuses on engagement
Source: Facebook, “Engagement on Facebook: When it Matters”
We know that many of you are focused on achieving business goals such as sales lift or brand awareness. And, many publishers have historically pointed to engagement metrics as a sufficient proxy for understanding the impact of advertising campaigns.
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 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
@nate_elliott | #LIFTSocial
Engagement doesn’t lead to sales
Source: Facebook, “Engagement on Facebook: When it Matters”
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 campaign1.
@nate_elliott | #LIFTSocial
That’s why brands can’t point to social sales
Source: Simply Measured “The State of Social Marketing 2016,” June 2016.
Yes
MaybeNo
45.6%
45.2%
9.4%
Are you able to quantify the revenue driven by social?
@nate_elliott | #LIFTSocial
Engagement can’t help you optimize
Source: The CMO Survey, “Topline Results,” February 2016
Percent of CMOs whose companies use data analytics to drive social decision making
No
Yes
29%
71%
@nate_elliott | #LIFTSocial
Brands that optimize for engagement end up failing
@nate_elliott | #LIFTSocial
It’s time to move beyond engagement.
@nate_elliott | #LIFTSocial
1. Use outcomes to prove the value of social.2. Use outcomes to improve the value of social.
@nate_elliott | #LIFTSocial
50%
63%
75%
88%
100%
Brands don’t include social in their attribution models
Source: Forrester, “Pave the Path to Measurement Success,” February 2016.
Email marketing
Online display ads
Owned Social
Paid search ads
What specific marketing channels and media channels are included in your cross-channel attribution strategy?
93%90%
74%
56%
@nate_elliott | #LIFTSocial
CMOs spend much less than planned on social
Source: The CMO Survey, “Social media spending triples but falls short of expectations,” August 2016. Note: Data shown is from February 2016.
Predicted
Social media spending as a percent of marketing budget
Actual
52%
34%
27%
0% 5% 10% 15% 20%
18%
11%
@nate_elliott | #LIFTSocial
We’re totally unable to prove social’s value
Source: The CMO Survey, “Topline Results,” February 2016. Note: The question for “all marketing” asked: “Which best describes how your company shows the short-term impact of marketing spend on your business?” The question for “social: asked: “Which best describes how you show the impact of social media on your business?”
All marketing Social0%
10%
20%
30%
40%
37%
12%
“We have proven the impact quantitatively”
@nate_elliott | #LIFTSocial
Our trust in social’s impact is actually falling
Source: The CMO Survey, “Topline Results,” February 2014 and February 2016.
2014 201610%
12%
14%
16%
18%
16%
12%
“We have proven the impact quantitatively”
@nate_elliott | #LIFTSocial
We must use outcomes, not engagement.
@nate_elliott | #LIFTSocial
1. Use outcomes to prove the value of social.2. Use outcomes to improve the value of social.
@nate_elliott | #LIFTSocial
We have to make social work better
Source: Social Media Examiner “2016 Social Media Marketing Industry Report,” May 2016.
Disagree or uncertainAgree
46%54%
“My Facebook marketing is effective”
@nate_elliott | #LIFTSocial
0% 15% 30% 45% 60%
Social traffic bounces too often
Source: Monetate, “EQ 2015: The Cross-Channel Conversation,” 2015.
Social
Channel performance: Bounce rate
Search
52%
34%
27%
@nate_elliott | #LIFTSocial
Social traffic converts too rarely
Source: Monetate, “EQ 2015: The Cross-Channel Conversation,” 2015.
Social
Channel performance: Conversion rate
Search
52%
34%
27%
0.00% 0.75% 1.50% 2.25% 3.00%
1.34%
2.51%
2.46%
@nate_elliott | #LIFTSocial
We must use outcomes, not engagement.
@nate_elliott | #LIFTSocial
1. Use Simply Measured Social Attribution
2. Read “The Social Media Metrics Map” research
3. Look for more research on how to go beyond engagement
How you can measure outcomes today
Thank You
#LIFTSocial