What s your business goal on social media how is social media driving business results Consumers operate across ALL swim lanes not successful to dedicate one person to one job marketers done have the skills don t have staff to get to the heart of this data its not just about response rate to a direct ad email any more must collaborate with IT as well as GraphicDesigner even before we get to content strategy just because you have a lot of data doesn t mean that you have the right answres you have to have the technology standards that can process this big data what metrics matter to US that show conversions to sale I ve got a lot of data but how do I make the decisions what are the key data variables technology will ultimately be the solution develop an adequate roi measurement system separating traditional with next gen analytics brand equity building product development customer service all benefits of social media how do you act on it in a way that drives revenue how do you prove it drives revenue Pinball machine of activity rather than a sales funnel consumers bounce around before purchasing digital budgets are underfunded because people don t understand not just hiring someone to MANAGE these pages hiring someone to drive TRANSACTIONS from these pages person specializing in content creation digital media branding analytics across multiple social networks integrated with one another with a fast and broad nature There s not ONE person that can do this all talking about the ROI of digital rather than social Everything is integrated Ceos ask why is this stuff not happening we re pushing out content right Pushing out content is not coorelating causing of vanity metrics likes follows and ROI measuring how consumers respond to stimuli whats happening with our competition Whats happening with the ecomony Put everything into context in your ecosystem when measuring marketing effectiveness what CMOs want is predictability if I do X Y will happen how do I show correlation causation on social social seo content marketing all work together to create marketing rudimentary website structure is a killer of SEO empower employees to amplify messages discover engage explore how do I enable my organization to be more social the only way to make it to the executive table be armed with facts and show results be strategic and number centric otherwise your stuck at the kids table