7 step process to understand goals and objectives to set social business strategy

1. G.H.O.S.T. Matrix ™
Understanding Marketing and Communications ROI
“It is of the highest importance in the art of detection to be able to recognize, out of a number of facts, which
are incidental and which vital. Otherwise your energy and attention must be dissipated instead of being
concentrated.” Sherlock Holmes, “The Reigate Puzzle,” 1893
Q4 Q3 Q2 Q1 Current Goals Hosts Objectives Strategies Targets Current Q1 Q2 Q3 Q4
Develop conversations
relating to brand values Cinema – long form ad e.g. reach
Brand awareness
Allow stakeholders to
shape the brand Radio e.g. reach
Brand equity
Communicate brand
Number of brand values Outdoor e.g. reach
partnerships
Broadcast
Accurately reflect internal
culture Print e.g. reach
NPS Brand Marketing
Brand awareness in
product cycle lows TV e.g. reach
Brand recall
Change / improve /
reposition brand Internet e.g. reach
Category preference
Emotional connection
with brand Mobile e.g. reach
Sales
(all channels)
Optimise ATL campaign
creative Editorial inserts e.g. reach
Endorsement e.g. reach
Margin
Sponsorship e.g. reach
Direct marketing costs Target specific customer
segments
Product placement e.g. reach
Offline PR
Visitors Develop more individual,
(all media b/e/o) tailored communications
Awards e.g. number of
Visitors (earned media) Build / improve a loyalty
programme
Direct Marketing New store openings e.g. attendees
Average revenue per user Build / improve customer
database
Product demos e.g. reach
Basket size More effective website
Employee engagement e.g. number of users
(e.g. personal buyers)
Lifetime value Optimise media buying
Packaging e.g. reach
Material
Customer acquisition cost
Point of sale e.g. reach
Samples
Marketing related
Improved understanding e.g. reach
Natural search rankings of relevant topics
Search Marketing Print vouchers e.g. redemptions
Develop more effective
Direct
Reduce paid search costs
content for SEO
Loyalty e.g. lifetime value
Phone prospecting e.g. sales
Make affiliates more
effective
Number of affiliates Customer support in e.g. Number of issues
Improve communication social networks resolved
Affiliate Marketing
with affiliates
Affiliate traffic
Augmented reality e.g. App usage numbers
Provide affiliates with
more engaging content
Geo location services e.g. Number of check ins
Social gaming e.g. Active users
Identify brand advocates
e.g. Number of
E-vouchering
redemptions
Address negative issues
more effectively
Group buying e.g. Size of orders
Increase visibility of
advocates e.g. Number of
Buying clubs
participants
Platform
Make stories more
`
engaging Presence on personal e.g. Number of active
social networks users
Increase influence over
impactful earned media Presence on business e.g. Number of
social networks participants in forum
Seed stories across
Advocacy Influencer impactful earned media Presence on micro
Marketing blogging
e.g. Retweets
Brand visibility on
Share of voice (PR) impactful earned media Fast publishing e.g. Number of embeds
(video, text, audio, webinars)
Create / nurture
advocates
Maintain wiki e.g. Unique visitors
Identify and track topics
Product / audience e.g. number of active
Begin / improve campaign discussion community users
pre-testing
Crisis management
e.g. drill readiness
Communicate stories (protocols / content)
faster and better
Social bookmarking e.g. Downstream traffic
Manage reviews
Conversation e.g. Conversion rate of
intervention capability traffic
Respond / manage e.g. Conversion rates
Improve customer service reviews products with reviews
experience
Contact waiting time Develop “application e.g. Number of new
Service customers in labs” capability applications
Process
channel of choice
Return rates e.g. Number of visits
Create visible advocacy on Content curating
Customer resolved issues
e.g. Number of
Cost to serve
service Flash mobs
Develop customer service attendees
self-serve mechanism
Response times e.g. Number of resulting
Meme tracking
Positive customer service live ideas
mentions
# self-serving Crowd source NPD e.g. Number of
Customer service platform actionable ideas
satisfaction
Online community e.g. Number of active
research group participants
Forum for self-serve e.g. Number of resolved
Increase stakeholder customer support queries
Time to market
participation in NPD
Product personalisation /
e.g. Products in gallery
Product development customisation
Improve existing products
cost
Product 3D printing e.g. Products created
Use NPD to develop
Participation in NPD
Development advocacy
e.g. Number of product
Recruit users to beta test Insight into product use & fCommerce likes
products perception
e.g. Basket size
Outside Marketing
Negative mentions of Understand future mCommerce
product customer requirements
gCommerce e.g. Dwell times
Technology
Integrate social features e.g. Number of users
Improve metrics and into physical stores
reporting
IM chat e.g. Basket size increase
Communicate more
efficiently internally
Length of meetings Social elements in existing e.g. app usage
Define roles of existing ecommerce
social media resource
Employee satisfaction sCRM into technology e.g. Fractal breadth
scores Create integrated stack database
campaigns
Share price Build and maintain API e.g. Calls per day
Employee satisfaction
Become more data driven
scores Create integrated
Operations e.g. Number of
Headcount campaigns Social Q&A
Understand threats and questions posed
ops better
Aggregated / “to e.g. Conversion rates
Marketing budget ROI
Maintain marketing > purchase” analytics from off platform links
comms > content plans
Integrate reviews into e.g. Product conversion
Employee retention rates
Develop community owned media rates
management processes
Maintain measurement
scorecard
Guidelines / policy / crisis
management protocols
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