Example objectives and KPIs template

Here is a sample business goal for a shoe retailer. You can see the business goal goes through several stages until it’s been developed into a marketing goal.

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In the example, we’ve assumed that additional views and engagements will result in additional leads. Here a lead is classed as a click-through to the website landing page.

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For this example, we need:

• Video Views: Views will help the viewer along the customer journey toward clicking through to our goal.
• Likes: Likes will help spread the posts and video to increase views and clicks through the goal destination.
• Comments: Comments encourage higher emotional investment, and also elicit further discussion, spreading the content further and increase opportunities for additional clicks.
• Click-throughs: Clicking through to the website is our ultimate KPI, as it delivers the prospect or repeats purchaser to the final location. Here they can make the purchase or take the desired action. It’s important to remember to focus effort across the whole customer journey, not just the purchase stage.

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Now you have your full flow from organisational objectives to social media KPIs.

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The Social Measures Toolbox

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You will see that there are no KPIs against impressions/reach for this campaign. However, in a campaign focussed on brand recognition, it would be included.

In this example, the conversions row is always 0. This is because the social media team are not directly responsible for sales. However, some organisations are able to directly attribute sales to social activity/referrals. In this case, you would put targets in the bottom row labelled conversions.