Post on 18-Nov-2014
description
How Smart Marketers are Evolving from Vanity Metrics to Value Metrics
A Date with Data
@NickCicero #iSummit2014
@NickCicero #iSummit2014Photo Courtesy: Instant Vantage
@NickCicero #iSummit2014Photo Courtesy: Instant Vantage
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21% percent of total marketing budgets will be devoted to
social media marketing by 2019 (prediction).
Duke University 2014
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74% of 160 top digital marketing
executives reported difficulty in measuring the value
of social marketing tactics. Forrester 2014
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`Why?@NickCicero #iSummit2014
@NickCicero #iSummit2014
2010Edgerank
becomes publicly exposed as a
system of weighting for
2010-2012We all do a
bunch of stuff on Facebook
2012Facebook goes public
2012-2013Facebook adds
hundreds of signals to the newsfeed algorithm.
2014Reachpocolypse
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@NickCicero #iSummit2014
Jay Baer - Convince & Convert, 2014
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Brands have been used to unreliable reach on social media channels, with generally positive results.
@NickCicero #iSummit2014
`TODAY…
`Value Metrics > Vanity Metrics !
@NickCicero #iSummit2014
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@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 !∆ Average - Average Change in engagement over time
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Three tips to become better
with data today
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Set goals and conversions to
measure success
@NickCicero #iSummit2014
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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?
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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
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Google Analytics
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Google Analytics
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`Use Content and
Campaign Tags to Segment Success
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Tags by Campaign Tags by Content Type
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Tags by Content Type
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Tags by Campaign
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SAM/DAM
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`“Report on Momentum not
Moments”
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@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
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@NickCicero #iSummit2014
Days in the month
Impr
essi
ons
Baseline
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Social media is a series of trials, errors,
measurement and breakthroughs.
Establish a baseline and measure the change!
@NickCicero #iSummit2014
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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
YouPhoto 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