A Date with Data: How Smart Marketers are Evolving from Vanity Metrics to Value Metrics

Nick Cicero
Nick CiceroFounder and CEO of Delmondo at BRaVe Ventures
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
A Date with Data: How Smart Marketers are Evolving from Vanity Metrics to Value Metrics
@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
1 of 34

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A Date with Data: How Smart Marketers are Evolving from Vanity Metrics to Value Metrics

  • 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 @NickCicero #iSummit2014
  • 5. 74% of 160 top digital marketing executives reported ` difficulty in measuring the value of social marketing tactics. Forrester 2014 @NickCicero #iSummit2014
  • 6. `
  • 7. ` Why? @NickCicero #iSummit2014
  • 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. @NickCicero #iSummit2014
  • 13. Value Metrics > `Vanity Metrics ! @NickCicero #iSummit2014
  • 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 @NickCicero #iSummit2014
  • 22. ` Google Analytics @NickCicero #iSummit2014
  • 23. 2 ` Use Content and Campaign Tags to Segment Success @NickCicero #iSummit2014
  • 24. Tags by Campaign Tags by Content Type ` @NickCicero #iSummit2014
  • 25. Tags by Content Type ` @NickCicero #iSummit2014
  • 26. Tags by Campaign ` @NickCicero #iSummit2014
  • 27. ` SAM/DAM @NickCicero #iSummit2014
  • 28. 3 ` “Report on Momentum not Moments” @NickCicero #iSummit2014
  • 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 @NickCicero #iSummit2014
  • 30. ` Days in the month @NickCicero #iSummit2014 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