Human Digital G.H.O.S.T Matrix


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Use the GHOST matrix to understand why you are investing in social media.

This document is the core deliverable in the second part of the human digital ROI equation

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Human Digital G.H.O.S.T Matrix

  1. 1. What are your social objectives? G.H.O.S.T. Matrix ™ Q4 Q3 Q2 Q1 Current Goals Hosts Objectives Strategies Targets Current Q1 Q2 Q3 Q4 Develop conversations Cinema – long form ad e.g. Number of relating to brand values Brand awareness actionable ideas Allow stakeholders to Radio e.g. Number of active shape the brand Brand equity participants Communicate brand Outdoor e.g. Number of resolved Number of brand values queries partnerships Broadcast Accurately reflect internal culture Print e.g. Products in gallery NPS Brand Marketing Brand awareness in product cycle lows TV e.g. Products created Brand recall Change / improve / Internet e.g. Number of product reposition brand Category preference likes Emotional connection with brand Mobile e.g. Basket size Sales (all channels) Optimise ATL campaign creative Editorial inserts e.g. Dwell times Endorsement e.g. Number of users Margin Sponsorship e.g. Basket size increase Direct marketing costs Target specific customer segments Product placement Offline PR Visitors Develop more individual, e.g. app usage (all media b/e/o) tailored communications Awards e.g. Fractal breadth Visitors (earned media) Build / improve a loyalty database programme Direct Marketing New store openings e.g. Calls per day Average revenue per user Build / improve customer database Product demos e.g. Number of Basket size More effective website questions posed Personal buyers e.g. Conversion rates Lifetime value Optimise media buying from off platform links Packaging e.g. Product conversion Material Customer acquisition cost rates Point of sale e.g. Number of issues resolved Samples Marketing related Improved understanding e.g. App usage numbers Natural search rankings of relevant topics Search Marketing Vouchers e.g. Number of check ins Develop more effective Direct Reduce paid search costs content for SEO Loyalty e.g. Active users Phone prospecting e.g. Number of Make affiliates more redemptions effective Number of affiliates Customer support in social networks e.g. Size of orders Improve communication Affiliate Marketing with affiliates Affiliate traffic e.g. Number of Augmented reality Provide affiliates with participants more engaging content Geo location services e.g. Number of active users Social gaming e.g. Number of participants in forum Identify brand advocates Vouchering e.g. Retweets Address negative issues more effectively Group buying e.g. Number of embeds Platform Increase visibility of ` advocates Buying clubs e.g. Unique visitors Make stories more engaging Presence on personal social networks e.g. Downstream traffic Increase influence over impactful earned media Presence on business e.g. Conversion rate of social networks traffic Seed stories across Increase advocacy Influencer impactful earned media Presence on micro e.g. Conversion rates Marketing blogging products with reviews Brand visibility on Increase share of voice (PR) impactful earned media Fast publishing e.g. Number of new (video, text, audio, webinars) applications Create / nurture advocates Maintain wiki e.g. Number of visits Identify and track topics e.g. Number of Social bookmarking Begin / improve campaign attendees pre-testing Conversation e.g. Communicate stories intervention capability faster and better Respond / manage reviews e.g. Manage reviews Develop “application labs” capability e.g. Process Content curating e.g. Improve customer service experience Contact waiting time Flash mobs e.g. Service customers in channel of choice Return rates Meme tracking e.g. Create visible advocacy on Customer resolved issues Crowd source NPD Cost to serve e.g. service Develop customer service platform self-serve mechanism Response times Online community e.g. Positive customer service research group mentions # self-serving Forum for self-serve customer support e.g. Customer service satisfaction Product personalisation / customisation e.g. 3D printing e.g. Increase stakeholder Time to market participation in NPD fCommerce e.g. Product development Improve existing products cost mCommerce e.g. Product Use NPD to develop Participation in NPD Development advocacy gCommerce e.g. Technology Recruit users to beta test Insight into product use & products perception Integrate social features e.g. Outside Marketing Negative mentions of Understand future into physical stores product customer requirements IM chat e.g. Social elements in existing e.g. Improve metrics and ecommerce reporting sCRM into technology e.g. Communicate more stack efficiently internally Length of meetings Build and maintain API e.g. Define roles of existing social media resource Employee satisfaction Social Q&A e.g. scores Create integrated campaigns Aggregated / “to Share price purchase” analytics e.g. Employee satisfaction Become more data driven scores Create integrated Operations Integrate reviews into Headcount campaigns e.g. Understand threats and owned media ops better Marketing budget ROI Maintain marketing > comms > content plans Employee retention rates Develop community management processes Maintain measurement scorecard Guidelines / policy / crisis management protocolsAll © Human Digital 2011