In my last post on Social Media measurement and reporting, I laid out five goals for a management report set:
- Organize data in a fashion that makes both consumption and navigation easy and efficient
- Create a framework within which the data is understood
- Deepen the report consumer's understanding of how the system being reported on works and is working
- Highlight areas where the system is changing or performing outside expectations
- Drive understanding of the fundamental levers that cause change or can influence performance
In that same post, I showed examples of our standard enterprise social media reporting. It's a product that's primarily designed to meet the first requirement (organize the data well) with some small attempts to satisfy portions of the other goals - particularly highlighting areas of change.
In saying this, I don't mean to shorts-sell our own (Semphonic's) product. Creating a highly automated and scalable Social Media reporting system that integrates multiple streams of data and presents the information in a highly-organized and easily consumable fashion is a pretty big win. It may be well short of reporting nirvana, but it isn't chopped liver either (assuming you aren't one of those odd lovers of chopped liver)...
Nevertheless, we want to extend this type of report to meet some of the other goals for a report set.
One way we've tried to do this is to put a higher level face on top of the social media detail that shows how the current marketing effort is translating into actual marketing impact. This isn't quite the same thing as ROI, but it's a start in that direction:
By showing Marketing Push, Direct Impact and Market Shifts in a more tightly bound format, we think this report provides a good framework for thinking about the entire digital marketing effort.
What I like about this view is that it provides a more holistic view of a Branding campaign effort. It shows expenditure by channel and how that translates into share of reach. But it also shows how Reach and Direct Impact relate (and don't). Further, it breaks out a number of milestone activities (like acquiring Fans) that are channel specific but influenced by the entire marketing program. Finally, it includes metrics like Share of Search that are designed to help measure the "branding" impact of marketing spend. For some clients, we've used Brand Tracking Survey data in this same role.
Typically, the sub-tabs in a report set like this are similar to what I showed previously - they break-out and organize more tactical views of the data within each system.
While this type of report creates a framework for understanding a marketing program, it doesn't make explicit the connections and levers inherent in the system. That's still the domain of the report consumer.
Here's an example of a report that is designed to be less of a reporting framework and more of an interactive tool:
By embedding a Media Mix model directly into the report, the impact of specific channels on previous performance becomes explicit and the report provides a directly actionable component wherein the user can change the mix and predict the outcomes. This is as much a tool as it is a report.
This is by far the most ambitious and difficult type of report to create. Nor is it always possible. Many social campaigns for our large Brand clients simply won't have enough impact on the overall marketing to model successfully. When that's the case, it's far better to provide a report more like our Push-Impact-Shift report that blends detailed reporting across systems with enough of a framework to understand how systems actually relate in scale, stage, and impact within the overall marketing program.