a date with data: how smart marketers are evolving from vanity metrics to value metrics
DESCRIPTION
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.TRANSCRIPT
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
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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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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