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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 Univer...
74% 
of 160 top digital marketing 
executives reported ` 
difficulty 
in measuring the value 
of social marketing tactics....
`
` Why? 
@NickCicero #iSummit2014
@NickCicero #iSummit2014 
2010 
Edgerank 
becomes publicly 
exposed as a 
system of 
weighting for 
Facebook 
2010-2012 
W...
` 
Jay Baer - Convince & Convert, 2014 
@NickCicero #iSummit2014
Brands have been used 
to unreliable reach on 
social media channels, 
` 
with generally positive 
results. 
@NickCicero #...
TOD`AY…
Value Metrics > `Vanity Metrics 
! 
@NickCicero #iSummit2014
Value Metrics 
! 
Conversation - comments across all platforms 
! 
Amplification - reach across all platforms + reach from...
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...
Marketing Objective: 
Increase qualified sales leads 
! 
Key Result: 
Drive visitors to register on lead-generation forms ...
` 
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?...
` 
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 ch...
1. Use goal conversions to track web 
actions from social audience members 
! 
2. Use campaign and content ` 
tagging to 
...
` Thank 
You 
Photo Credits 
Time Warp http://bit.ly/1DOWlc6 
Date and Dateless - http://bit.ly/1ruu8ky 
First Date http:/...
` Questions? 
@NickCicero 
ncicero@expion.com 
#iSummit2014
A Date with Data: How Smart Marketers are Evolving from Vanity Metrics to Value Metrics
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A Date with Data: How Smart Marketers are Evolving from Vanity Metrics to Value Metrics

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For more: http://nickcicero.com
Follow me on Twitter: http://twitter.com/nickcicero

My iSummit 2014 presentation on social analytics.

The time has come for social media analytics to evolve. It's not just about the number of likes, followers, or subscribers anymore, and marketers from Fortune 500 companies to local mom and pop BBQ spots are realizing that they need to change the way they're looking and talking about marketing efforts in social media. Join Nick Cicero for a lively discussion about the state of social analytics today, and how you can start looking at social data smarter instantly.

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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
  8. @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
  9. ` Jay Baer - Convince & Convert, 2014 @NickCicero #iSummit2014
  10. Brands have been used to unreliable reach on social media channels, ` with generally positive results. @NickCicero #iSummit2014
  11. TOD`AY…
  12. Value Metrics > `Vanity Metrics ! @NickCicero #iSummit2014
  13. 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
  14. Three tips to become better ` with data today
  15. 1 Set goals and conversions ` to measure success @NickCicero #iSummit2014
  16. `
  17. `
  18. 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
  19. 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
  20. ` Google Analytics @NickCicero #iSummit2014
  21. ` Google Analytics @NickCicero #iSummit2014
  22. 2 ` Use Content and Campaign Tags to Segment Success @NickCicero #iSummit2014
  23. Tags by Campaign Tags by Content Type ` @NickCicero #iSummit2014
  24. Tags by Content Type ` @NickCicero #iSummit2014
  25. Tags by Campaign ` @NickCicero #iSummit2014
  26. ` SAM/DAM @NickCicero #iSummit2014
  27. 3 ` “Report on Momentum not Moments” @NickCicero #iSummit2014
  28. 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
  29. ` Days in the month @NickCicero #iSummit2014 Impressions Baseline
  30. Social media is a series of trials, errors, measurement and breakthroughs. ` Establish a baseline and measure the change! @NickCicero #iSummit2014
  31. 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
  32. ` 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
  33. ` Questions? @NickCicero ncicero@expion.com #iSummit2014

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