1. A Date with Data
How Smart Marketers are Evolving from
Vanity Metrics to Value Metrics
@NickCicero #iSummit2014

2. @NickCicero #iSummit2014
Photo Courtesy: Instant Vantage

3. @NickCicero #iSummit2014
Photo Courtesy: Instant Vantage

4. 21%
percent of total marketing
budgets will `
be devoted to
social media marketing by 2019
(prediction).
Duke University 2014
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5. 74%
of 160 top digital marketing
executives reported `
difficulty
in measuring the value
of social marketing tactics.
Forrester 2014
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6. `

7. ` Why?
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9. @NickCicero #iSummit2014
2010
Edgerank
becomes publicly
exposed as a
system of
weighting for
Facebook
2010-2012
We all do a
bunch of stuff
on Facebook
2012
Facebook goes public
2012-2013
Facebook adds
hundreds of signals to
the newsfeed algorithm.
2014
Reachpocolypse

10. `
Jay Baer - Convince & Convert, 2014
@NickCicero #iSummit2014

11. Brands have been used
to unreliable reach on
social media channels,
`
with generally positive
results.
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12. TOD`AY…

13. Value Metrics > `Vanity Metrics
!
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14. Value Metrics
!
Conversation - comments across all platforms
!
Amplification - reach across all platforms + reach from
audience engagement
!
`
Applause - positive signals on social channels
!
Economic Value - conversions on CTA’s
!
Δ Average - Average Change in engagement over time
@NickCicero #iSummit2014

15. Three tips to
become better
`
with data today

16. 1
Set goals and
conversions `
to
measure success
@NickCicero #iSummit2014

17. `

18. `

19. Marketing Objective:
What business goal are we trying to improve?
!
Key Result:
What measurable outcome
supports that goal?
`
!
Social Strategy:
What social actions indicate achieving the result?
@NickCicero #iSummit2014

20. Marketing Objective:
Increase qualified sales leads
!
Key Result:
Drive visitors to register on lead-generation forms
!
Social Strategy:
`
Create content and conversation that leads to
increased social referrals for lead-generation
conversion
@NickCicero #iSummit2014

21. `
Google Analytics
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22. `
Google Analytics
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23. 2
` Use Content and
Campaign Tags to
Segment Success
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24. Tags by Campaign
Tags by Content Type
`
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25. Tags by Content Type
`
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26. Tags by Campaign
`
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27. `
SAM/DAM
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28. 3
` “Report on
Momentum not
Moments”
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29. If the moment and the numbers
can’t be recreated, how much
does it help to measure your efforts
`
using these numbers?
Albert Chou, Expion CIO
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30. `
Days in the month
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Impressions
Baseline

31. Social media is a series
of trials, errors,
measurement and
breakthroughs.
`
Establish a baseline and
measure the change!
@NickCicero #iSummit2014

32. 1. Use goal conversions to track web
actions from social audience members
!
2. Use campaign and content `
tagging to
uncover reactions
!
3. Report on momentum, not moments
@NickCicero #iSummit2014
Recap

33. ` Thank
You
Photo Credits
Time Warp http://bit.ly/1DOWlc6
Date and Dateless - http://bit.ly/1ruu8ky
First Date http://bit.ly/ZjIH16
Googling http://bit.ly/1opf0S6
Conversation http://bit.ly/ZjILOB

34. ` Questions?
@NickCicero
ncicero@expion.com
#iSummit2014