How Smart Marketers are Evolving from Vanity Metrics to Value Metrics

A Date with Data

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@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

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2010Edgerank

becomes publicly exposed as a

system of weighting for

Facebook

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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Jay Baer - Convince & Convert, 2014

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Brands have been used to unreliable reach on social media channels, with generally positive results.

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`TODAY…

`Value Metrics > Vanity Metrics !

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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

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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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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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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!

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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

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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

`Questions?@NickCicero

ncicero@expion.com#iSummit2014