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

@NickCicero #iSummit2014 Photo Courtesy: Instant
Vantage

@NickCicero #iSummit2014 Photo Courtesy: Instant
Vantage

21% percent of total marketing
budgets will ` be devoted to social media marketing by 2019 (prediction). Duke University 2014 @NickCicero #iSummit2014

74% of 160 top digital
marketing executives reported ` difficulty in measuring the value of social marketing tactics. Forrester 2014 @NickCicero #iSummit2014

`

` Why?
@NickCicero #iSummit2014

@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

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

Brands have been used to
unreliable reach on social media channels, ` with generally positive results. @NickCicero #iSummit2014

TOD`AY…

Value Metrics > `Vanity Metrics
! @NickCicero #iSummit2014

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

Three tips to become better
` with data today

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

`

`

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

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

`
Google Analytics
@NickCicero #iSummit2014

`
Google Analytics
@NickCicero #iSummit2014

2 ` Use Content and
Campaign Tags to Segment Success @NickCicero #iSummit2014

Tags by Campaign Tags by
Content Type ` @NickCicero #iSummit2014

Tags by Content Type `
@NickCicero #iSummit2014

Tags by Campaign ` @NickCicero
#iSummit2014

`
SAM/DAM
@NickCicero #iSummit2014

3 ` “Report on Momentum
not Moments” @NickCicero #iSummit2014

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 @NickCicero #iSummit2014

` Days in the month
@NickCicero #iSummit2014 Impressions Baseline

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

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

` 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

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