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

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 protocols
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