May 21, 2010

Social Media CMO Summary Dashboard

Social Direct, social media campaign management solution we developed at StrongMail, is big on reporting and analytics. Results of marketing campaigns are after all what matters the most, and to understand results and impact of marketing efforts you need effective analytical tools. One of the recent additions to Social Direct is a new CMO Summary dashboard report consolidating results of all campaigns managed through Social Direct. This helpful view gives you a good understanding of the overall impact of campaigns run on Facebook and Twitter.



The report analyzes campaigns in three dimensions:

Reach – It is a gauge of how many people your campaigns and posts have touched. It is equivalent to a number of impressions used in the world of advertising. A big difference is the viral component of social media campaigns. Reach is calculated not only by including people directly connected to the brand and thus exposed to its posts (Direct Audience), but also adding those who have been exposed to brand messages re-tweeted or reposted by others (Extended Audience).

Engagement – It is a measure of consumers’ interactions with campaigns. Clicks on links included in the campaign posts, sharing activity (re-tweeting and reposting), as well as comments and 'Likes' associated with Facebook campaign posts are aggregated across all campaigns.

Conversions – For Direct Marketing campaigns, this is the most significant measure of campaign success. Conversion events (purchase, subscription, lead capture, etc.) are tracked on the landing pages that consumers are driven to by the campaign posts.

The CMO Summary dashboard report provides an executive-level snapshot and allows you to answer big picture questions on the impact of social media marketing efforts.