Social goal setting

1. #OUJ4530
STRATEGY CREATION

2. WHAT CAN SHARK TANK TEACH YOU
ABOUT SOCIAL MEDIA?
BUSINESS CONTEXT

3. THE SALES FUNNEL
• See: Organic search, media relations, social
• Think: Let’s add email, web and content marketing
• Do: Let’s add reviews, phone demos and meetings
• Care: Let’s reinforce all of the above in a more
targeted approach.

4. HERE ARE THREE THINGS TO
THINK ABOUT
•The Goal
•The Time
•The Numbers

5. WHAT IS THE GOAL?
The goal is to make money. We
measure this in three ways.
• Net Profit
• Return on Investment
• Cash Flow

6. WHAT IS THE GOAL? LET’S SAY I
SPENT 20K TO MAKE 100K
• Net Profit=80K
• Return on Investment
• (100-20)/20=4/1 ROI
• Cash Flow
• How much of that money you
actually have in the bank.

7. WHERE DOES SOCIAL FIT IN?
• Social doesn’t measure well.
• You need to help change that.
• You will hear me talk about conversion all
semester long.
• Social can make you see.
• Social can make you think.
• Social can make you do.
• Social can make you care.
• You have to track this.

8. HOW IS MONEY MADE TO
ACHIEVE THE GOAL?
• Throughput: The rate at which the system
generates money through sales. How quickly do
you sell?
• Inventory: All the money that the system has
invested in purchasing things which it intends to
sell. Can social save on collateral costs?
• Operational Expense: All the money the system
spends in order to turn inventory into
throughput. Can social decrease marketing
budgets?

9. WHAT ARE THE TIMES?
• End of the year…fiscal year
June 30
• Seasons
• Holidays
• Do items expire or spoil?
All impact campaign creation.

10. WHERE DOES SOCIAL FIT IN?
• If you work on social for Express, get
ready to work Thanksgiving.
• The calendar creates content
opportunities.
• Ends of quarters usually means sales
and sales people telling you to post.
• You have to create user value.

11. WHAT ARE THE NUMBERS?
• Stock Prices
• Venture Capital
• Bonds
This is how brands generate revenue
to create business opportunities.

12. WHAT ARE THE NUMBERS?
• Lead Time. If I buy a product,
how soon does it show up?
• Inventory. Where do I store my
stuff?
• Expansion. Where do I want to
go?
This determines how long it takes an item to go
from concept or order to creation.

13. SO HOW DOES MY DAUGHTER’S
ALMOND MILK MATTER TO
#OUJ4530?
• Higher inventory creates higher carrying
costs.
• Kroger can make more money selling
almond milk at a lower price and getting
it out of the warehouse.
• Milk spoils=deadline.

14. SO HOW DOES MY DAUGHTER’S
ALMOND MILK MATTER TO #OUJ4530
• Kroger sells almond milk at 2/$5.
• You have to create compelling social content to
get people thinking about almond milk without
sounding like a used car salesperson.

15. BUSINESS CONTEXT
THE FARKAS FIVE
• Strategic Communication needs to get out of
its silo and think like businesses do.
• You need to know how this works so your
campaign can align with the business
timeline.
• The calendar profoundly impacts your life.
• Understanding how a product is delivered
helps you time a campaign.
• Your challenge is to create inelastic demand
for a good or service. STARBUCKS….