Think Like a CMO, Scrap Like a Social Media Director

Posted on June 18th 2013

Think Like a CMO, Scrap Like a Social Media Director

Social media marketing directors are among the scrappiest and high-performing individuals in digital marketing organizations. The high-pace work environment naturally caters to highly productive on-the-ground commanders. Communicating results among executives is necessary to be recognized for achievements, but unfortunately these skills don’t come naturally to many of these individuals. How can you get GI Jane to communicate like Marissa Mayer?  

Start with Simplicity

The late Steve Jobs hammered the idea that “simplicity is the ultimate sophistication." Executives don’t have the time or patience to dig in and understand the nuances of your team members’ daily routine. Executives need simplicity. While GI Jane gets excited about flanking the enemy from the south when least expected, Marissa Mayer just wants to know how much ground was won. 

social media scorecardThe scorecard method is a great way to communicate KPI results in a clean and simple way that an ultra-competitive executive will love. After being introduced to the scorecard reporting method by a CEO, I have never gone back to standard reporting.

Here’s an Automated Social Media Scorecard template to get you started if the scorecard KPI reporting method is a new concept. 

If you have KPIs and goals to hit, then you already have the information necessary to get started now. Just plug in your goal & actual numbers, and the scorecard does the rest. Presenting a simple color-coded score and a YTD trend line gives executives the information they need at a glance.

Zero in on Business Results

Executives don’t care if you’re tracking likes, retweets or emoticons – as long as it supports the brand and drives business results. Tying social media to business results might be the most difficult exercise that most social media directors face, but it is possible if you have the right tools in place. 

Conversion tracking at the website level is the most straightforward way to go. Tracking conversions from social network traffic is a breeze with any standard toolset like Google Analytics. A lead nurturing program like Hubspot or Eloqua will allow you to dig even deeper into the value driven by social media. Getting these tools in place is the first step to uncovering the business results driven from social media efforts.

Detailed Analysis Behind the Scenes

Understanding the impact from social media traffic is just the starting point. The scrappy director will dig even deeper to discover what specific actions drive more traffic. Making connections between action and business results, even if they’re six-degrees separated, is what develops real organizational competitiveness. These are the types of metrics that get executives to jump out of their seats. 

Gathering the data really isn’t that difficult. Simply join advertising platforms on social networks to open up analytical data into likes, shares and other social interactions. Even Twitter recently opened up its analytics platform to non-advertisers. Now anyone can track follows, unfollows, and mentions, as well as a meticulous per-tweet count of favorites, retweets and replies.

Connect the dots between these ‘micro-conversions’ and business results to demonstrate organizational competitiveness and present KPIs that truly move the needle on company marketing goals.

Focus the Delivery

Remember that the boardroom wants to win new ground, not hear battle stories. Keep the focus on business value and what your department did to contribute to the ‘big picture’ of the organization. I’ve never met an executive that didn’t like the scorecard format, so be confident and energized in your presentation.

Even if you never get the chance to present your scorecard to a board of executives, this process will drive accountability on your team and keep everyone focused on what really drives business results. It also might make your marketing VP’s job a little bit easier, which will tie you to closer to their success. Download the Automated Social Media Scorecard template to get a head start on simple & effective KPI reporting.

Tatiana Aders

Tatiana Aders

Founder, Elevar Media

Elevar Media Social Media Service Packages connect businesses with target audiences through custom-curated news, resources & information for your blog and social network profiles. Find out more about our service packages for fully managed blog & social media accounts.

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Comments

datagirl93
Posted on June 17th 2013 at 8:25PM

This is really good information.  I am on the fringes of a social media team that is trying to move the needle on brand perception which is not as desirable as we would like.  I agree that a brief graphic representation works much better than a long narrative with the Executive Team; however, even graphic representations can be confusing if there are too complex.  The idea of a dashboard is good because it focuses the reader on the color coding.  Your eyes jump automatically to the red zone and gives you areas for concentration.  My advice is to keep it simple, if you have to walk through your graphic representation, you have probably missed the mark on simplicity.  You state it perfectly when you say that the "Boardroom wants to win ground, not hear battle stories."   

Tatiana Aders
Posted on June 18th 2013 at 1:06AM

Thanks, Maria! I agree that a great graphical representation of data shoud be intuitive and self-explanatory. 

ralph-seco
Posted on June 17th 2013 at 11:51PM
Thanks Tatiana. Wow! This is indeed a eye-opener. I have been having issues with getting to analyse reports from my marketing team because of their approach to reporting. But, this just solves the puzzle.
Tatiana Aders
Posted on June 25th 2013 at 12:55AM

Thanks, Rapheal! I'm so glad that you found it helpful