Saturday December 19, 2020 By David Quintanilla
5 Social Media Strategy Questions Every CMO Needs to Answer in 2021

Social media hit historic highs within the CMO price range this yr.

The truth is, spending on social media advertising and marketing spiked by 74% to succeed in 23% of selling budgets based on The CMO Survey, and entrepreneurs anticipate spending will stay near this new excessive degree as we enter the brand new yr.

With fewer occasions, tighter budgets, and altering buyer demand, CMOs need to their social media packages to ship greater than ever. However is your social strategy as much as the duty?

Our 2021 Social Trends report—based mostly on a survey of over 11,100 entrepreneurs and in-depth interviews with high consultants at companies, manufacturers, and social platforms—uncovered methods and ways which are setting high organizations aside on social.

Listed here are 5 inquiries to see how your method compares.

1. Are you using social to recreate lost customer experiences?

As pressure increases to recover revenue lost in the wake of the pandemic, it’s no surprise that marketers ranked customer acquisition as their top objective on social in our Social Trends survey this year.

Chart: In 2021, what are the top 3 outcomes your organization is trying to achieve with social media?

However, it’s interesting to note what has slid further down the list. Only 23% of respondents cited “improving the customer experience” as a top goal, despite the fact that the pandemic has completely uprooted so many of the experiences that brands relied on to differentiate and drive growth.

How are B2B organizations connecting their sales team to prospects without events and conferences? How are retail brands driving incremental revenue without in-store displays that spark discovery and impulse purchases?

Organizations have been left scrambling to adapt their online presence to fill the void. The problem is that online experiences tend to be very transactional and task-oriented. Click this ad. Buy this product. Fill out this form. These tactics were meant to supplement in-person experiences—not replace them entirely. And transactions alone don’t create memorable brands, enhance loyalty, or drive long-term progress.

So, whereas the shift to driving fast buyer acquisition by way of short-term ways is comprehensible (and in some instances, very essential), CMOs must be constructing for the long run. Forrester predicts that spending on loyalty and retention advertising and marketing will enhance by 30% in 2021 as CMOs assert management over the total buyer lifecycle.

Social media revolves round discovery, connection, and enjoyable. And main organizations have been utilizing live streaming, short-form video, social commerce features, and peer-to-peer promoting to reinvent the shopper expertise with social on the core. These revolutionary experiences are serving to organizations drive ROI, enhance loyalty, and stand out in a rising sea of on-line advertisers making an attempt to win wallets in a retracting financial system.

2. Are you pulling buyer intelligence from social listening?

Entrepreneurs have lengthy turned to social listening to observe key phrases, track sentiment, and discover alternatives to insert their manufacturers into trending conversations. However the crises of 2020 have underscored the significance of utilizing social listening as an intelligence software, giving organizations the real-time insights they must be agile and adaptable in a world transferring at warp pace.

66% of entrepreneurs say social listening has elevated in worth for his or her group over the previous 12 months.

Supply: Hootsuite 2021 Social Traits Survey

Manufacturers that frequently collect intelligence from social listening are in a position to rapidly pivot their choices to adapt to altering buyer wants. At first of the pandemic, one in every of our prospects, Clarins—a French luxurious skincare, cosmetics, and fragrance firm—analyzed buyer conversations utilizing Hootsuite’s social listening associate Brandwatch and realized their beforehand deliberate campaigns had been going to overlook the mark.

Curiosity in make-up had light quickly, however the insights revealed a brand new alternative: individuals had been focusing extra on their self care routines whereas in lockdown. Primarily based on trending conversations in search and social channels, the workforce labored with Hootsuite to develop a social advertising strategy. With customers going through rising financial uncertainty, the workforce determined to concentrate on highlighting offers on present skincare provides that will enchantment to cash-strapped prospects.

The technique was a powerful success, with social adverts rapidly turning into one of many key media investments for the Clarins model. By the tip of the quarter, social adverts drove 30,000 web site visits, with a low price per click on and click-through charges properly exceeding their benchmarks.

3. Are you ignoring child boomers in your digital advertising and marketing?

The previous yr has been a tipping level for child boomers on-line. Elevated time with social media, digital video, gaming, and cell funds have yielded new types of digital literacy and habits set to outlast the pandemic.

70% of web customers aged 55-64 have purchased one thing on-line prior to now month.

Supply: Hootsuite and We Are Social, Digital 2020

Whereas conventional TV promoting remains to be probably the most efficient methods of reaching this demographic, cord-cutting reached historic highs in 2020. The truth is, eMarketer is forecasting that households with out cable TV will outnumber these with it by 2024.

In the meantime, there’s been a 66-point enhance in child boomers discovering new manufacturers and merchandise through social media over the previous 4 years, based on GlobalWebIndex, and over a quarter of child boomers are spending even longer on social platforms now on account of the pandemic. Whereas Fb stays key to reaching this demographic, boomers are additionally embracing newer platforms as properly. The #over50 hashtag on TikTok exploded in 2020 with boomers including their distinctive voices to the cultural dialog, leading to practically 800 million views (and counting).

Entrepreneurs that diversify how they attain this more and more digitally-savvy and profitable demographic can leapfrog different organizations which are nonetheless blinded by ageism and stereotypes, however sensible segmentation is essential. As a substitute of concentrating on child boomers by age alone, goal them by passions and hobbies and also you’ll be extra prone to entice a cross-generational viewers, which might result in new income alternatives.

4. Are you integrating social information into the remainder of your online business?

Our information exhibits that organizations of all sizes have gotten increasingly assured of their means to precisely quantify the ROI of social media. The truth is there’s an analogous curve amongst SMBs, midsized, and enterprise organizations—the bulk are considerably assured of their means to quantify ROI, round 20% are very assured, and the highest 10% are extraordinarily assured.

And based on The CMO Survey, the contribution of social media to firm efficiency elevated 24% from February to June this yr, reflecting the primary main enhance within the historical past of the survey.

However how are organizations truly measuring this affect?

  • Good: The common group solely makes use of native platform information collected from Fb, Instagram, Twitter, and so forth. Based on our Social Traits survey, 62% of organizations are measuring their social efficiency this fashion.
  • Higher: Extra mature organizations use third celebration instruments to combine social information with internet analytics.
  • Greatest: These forward of the pack have a holistic view, integrating social information with internet, CRM, and different enterprise programs—and this information integration results in the very best ranges of confidence in social ROI.

Chart: Which statement best describes how you collect and integrate social data to measure performance?


Knowledge integration results in greater ranges of confidence within the ROI of social media as a result of it provides entrepreneurs a clearer view of who they’re speaking to on social and the way that top-line engagement is paying off. Based on our survey, 85% of organizations that combine social information into different programs are assured of their means to quantify the ROI of social media.

A type of organizations is our buyer, Pierre & Vacances Center Parcs Group. With greater than 275 vacation locations, the Group is a pacesetter within the fiercely aggressive European tourism sector with a loyal neighborhood of extremely engaged followers on social media. To construct on the worth of those relationships, the Group got down to design a technique that will create a extra nuanced understanding of shoppers at every stage of their journey—resulting in new insights and alternatives to have interaction extra successfully with prospects earlier than, throughout, and after their keep.

They determined to unite the social media workforce with the CRM division beneath the gross sales division, to higher combine social into their general enterprise technique and develop its energy as a buyer acquisition and loyalty channel. By sharing instruments and information between social and CRM, each teams had been in a position to acquire higher visibility into buyer touchpoints throughout their journey—and create new industrial alternatives.

Pierre & Vacances Middle Parcs Group has seen measurable and spectacular enterprise outcomes from their efforts, with a 150% year-over-year enhance in internet visitors from social networks producing greater than 62,000 leads. Lead high quality from social has been equally spectacular, with conversion charges 4 instances greater than these from exterior seize operations.

5. Are you driving model function from the boardroom, or letting it fall to the entrance strains of social?

The shift towards purpose-driven, socially accountable capitalism that had begun properly earlier than 2020 was actually sped up by the occasions of the previous yr. However this isn’t one thing you’ll be able to pretend or just mimic on social media—and that is the place a whole lot of manufacturers stumbled in 2020.

The (comprehensible) want to reply to public stress and take part in necessary cultural conversations ended up manifesting in knee-jerk reactions, a lot of which had been rapidly referred to as out as hypocritical. These efforts got here off wanting particularly insufficient when seen within the context of manufacturers like Patagonia or Ben & Jerry’s, who’ve been doing this work for many years and have the monitor file to show it.

If CMOs aren’t actively working towards creating a truly purpose-driven organization, they’ll’t anticipate their advertising and marketing and social groups to create the veneer of function on social media.

Now greater than ever, CMOs have to be the voice of the shopper within the C suite, serving to different executives really feel the drive of those cultural and buyer modifications that frontline social groups expertise daily.

Talking on the Pageant of Advertising and marketing lately, Professor Scott Galloway urged CMOs to change into chief intelligence officers, highlighting the truth that CMOs are normally gone inside two years in the event that they fail to instantly set up credibility. “The CMOs who’re thriving and doubtlessly change into the subsequent CEO are those who say, ‘I’m your hyperlink to the market.’”

Robust CMOs will use intelligence gathered by social media groups to assist the group adapt to new purchaser beliefs and new methods of doing commerce, and lead the group to a brand new path to progress that requires balancing the dual calls for of constructing a greater enterprise and a greater world.

How mature is your group on social media?

Hootsuite’s Social Maturity Evaluation is a benchmark of over 1,000 enterprise organizations in 12 industries and covers each side of how organizations use social to create enterprise worth, together with attribution practices, use of social information in buyer journey mapping, integration of social information into CRM programs, worker advocacy, paid media and influencer methods, and workforce education schemes.

To finish an evaluation of your personal group’s social maturity, start here.

Save time on social media through the use of Hootsuite. From a single dashboard you’ll be able to plan and schedule content material, reply to feedback and @mentions, run adverts, and measure efficiency. Strive it free of charge at present.

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