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.

1. A Date with Data
How Smart Marketers are Evolving from
Vanity Metrics to Value Metrics
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2. @NickCicero #iSummit2014
Photo Courtesy: Instant Vantage

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Photo Courtesy: Instant Vantage

4. 21%
percent of total marketing
budgets will `
be devoted to
social media marketing by 2019
(prediction).
Duke University 2014
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5. 74%
of 160 top digital marketing
executives reported `
difficulty
in measuring the value
of social marketing tactics.
Forrester 2014
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6. `

7. ` Why?
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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
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11. Brands have been used
to unreliable reach on
social media channels,
`
with generally positive
results.
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12. TOD`AY…

13. Value Metrics > `Vanity Metrics
!
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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
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15. Three tips to
become better
`
with data today

16. 1
Set goals and
conversions `
to
measure success
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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?
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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
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21. `
Google Analytics
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22. `
Google Analytics
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23. 2
` Use Content and
Campaign Tags to
Segment Success
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24. Tags by Campaign
Tags by Content Type
`
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25. Tags by Content Type
`
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26. Tags by Campaign
`
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27. `
SAM/DAM
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28. 3
` “Report on
Momentum not
Moments”
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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
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30. `
Days in the month
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Impressions
Baseline

31. Social media is a series
of trials, errors,
measurement and
breakthroughs.
`
Establish a baseline and
measure the change!
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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
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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