O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

LIVErtising 2018 04 Become digitally SMART-ER

40 visualizações

Publicada em

Keynote 04 of my Master course in digital marketing communication at IHECS, Brussels

Publicada em: Educação
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

LIVErtising 2018 04 Become digitally SMART-ER

  1. 1. LIVErtising.netS 2017-18 1 9 LIVErtising 18.04 Lecture version S M A R T
  2. 2. LIVErtising.netS 2017-18 1 9 Become Digitally SMARTer LIVErtising 18.04 Lecture version S M A R T
  3. 3. LIVErtising.netS 2017-18 2
  4. 4. LIVErtising.netS 2017-18 2
  5. 5. LIVErtising.netS 2017-18 2 a PRESENCE a STRATEGY
  6. 6. LIVErtising.netS 2017-18 2 a PRESENCE a STRATEGY = a TACTIC = an ACTION
  7. 7. LIVErtising.netS 2017-18 2 a PRESENCE a STRATEGY = a TACTIC = an ACTION = a plan
  8. 8. LIVErtising.netS 2017-18 3
  9. 9. LIVErtising.netS 2017-18 3
  10. 10. LIVErtising.netS 2017-18 3 50%
  11. 11. Strategy vs Tactics
  12. 12. LIVErtising.net 5
  13. 13. LIVErtising.net 5 What are the building blocks of any activity?
  14. 14. LIVErtising.net 5 What are the building blocks of any activity?
  15. 15. LIVErtising.net 5 What are the building blocks of any activity? E
  16. 16. LIVErtising.net 5 What are the building blocks of any activity? P E
  17. 17. LIVErtising.net 5 What are the building blocks of any activity? P E M
  18. 18. LIVErtising.net 5 What are the building blocks of any activity? P E M P E M
  19. 19. Planning: 1. Start with WHY?
  20. 20. LIVErtising.netS 2017-18 7 OBJCy
  21. 21. LIVErtising.netS 2017-18 7 OBJCy Where to?
  22. 22. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Cy Where to?
  23. 23. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Cy Where to?
  24. 24. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Cy Where to?
  25. 25. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Action 2Action 1 Action 3 Action N Cy Where to?
  26. 26. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Action 2Action 1 Action 3 Action N Cy Where to?
  27. 27. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Action 2Action 1 Action 3 Action N Cy Where to?
  28. 28. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Action 2Action 1 Action 3 Action N Why? Cy Where to?
  29. 29. LIVErtising.netS 2017-18 7 OBJ PLAN of actions Strategy Action 2Action 1 Action 3 Action N Why? How? Cy Where to?
  30. 30. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10
  31. 31. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S
  32. 32. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t
  33. 33. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t
  34. 34. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S
  35. 35. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t
  36. 36. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t S
  37. 37. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t S S
  38. 38. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t S S S
  39. 39. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t S S S t
  40. 40. LIVErtising.net 8 Strategy or tactic? Deploy a communication campaign that leverages existing customer reviews across the top 5 social networks used by our customer base. Manoeuvre our brand into top two consideration set of household decision makers. Become the market leader in terms of sales in the mid-market in 4 years’ time Offer free open wifi in all our stores. Use our existing newsletter to offer advice on the top problems expressed to our call center. Increase sales by 3% each quarter of the year. Increase purchase on website by 12% YOY this year. Encourage repeat purchases by existing customers. Add a personal voucher to all emails sent to existing customers this month. Lower the free delivery threshold from €35 to €25 on our eshop. 1 2 3 4 5 6 7 8 9 10 S t t S t S S S t t
  41. 41. LIVErtising.netS 2017-18 9
  42. 42. LIVErtising.netS 2017-18 9
  43. 43. LIVErtising.netS 2017-18 9 Vision
  44. 44. LIVErtising.netS 2017-18 9 Value Vision
  45. 45. LIVErtising.netS 2017-18 9 Value Vision
  46. 46. LIVErtising.netS 2017-18 10 https://youtu.be/sioZd3AxmnE?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e
  47. 47. LIVErtising.netS 2017-18 10 https://youtu.be/sioZd3AxmnE?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e
  48. 48. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? Value Vision What do we believe in as an organization? What is the reason for our existence?
  49. 49. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? A just world without poverty (Oxfam) Value Vision What do we believe in as an organization? What is the reason for our existence?
  50. 50. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) Value Vision What do we believe in as an organization? What is the reason for our existence?
  51. 51. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) Value Vision What do we believe in as an organization? What is the reason for our existence?
  52. 52. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  53. 53. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  54. 54. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  55. 55. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  56. 56. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  57. 57. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  58. 58. If the organization were to achieve all of its strategic goals, what would it look like 10 years from now? We believe in athletics (Nike) A just world without poverty (Oxfam) One for One. For every pair you purchase, TOMS will give a pair to a child in need. (TOMS) We envision a world in which every person enjoys all of the human rights enshrined in the Universal Declaration (…) (Amnesty) Value Vision What do we believe in as an organization? What is the reason for our existence?
  59. 59. LIVErtising.netS 2017-18 12
  60. 60. LIVErtising.netS 2017-18 13 https://youtu.be/tpjMWNF9JqY?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e
  61. 61. LIVErtising.netS 2017-18 13 https://youtu.be/tpjMWNF9JqY?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e
  62. 62. LIVErtising.netS 2017-18 14
  63. 63. LIVErtising.netS 2017-18 15
  64. 64. LIVErtising.netS 2017-18 15
  65. 65. LIVErtising.netS 2017-18 15
  66. 66. LIVErtising.netS 2017-18 16 https://www.simplemarketingnow.com/blog/flooring-the-consumer/bid/168520/What-Great-Brands-Do-With-Mission-Statements-8- Examples#betterment
  67. 67. Planning: 1. Start with WHY?
  68. 68. Planning: 1. Start with WHY? 2. Set your SMARTER goals
  69. 69. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4 Cy Where to?
  70. 70. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4 Cy Where to?
  71. 71. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4 Cy Where to?
  72. 72. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4Why? Cy Where to? Value Vision
  73. 73. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4Why? How? Cy Where to? Value Vision
  74. 74. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4Why? How? Cy Where to? Value Vision What?
  75. 75. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4Why? How? Cy Where to? Value Vision What?Goals
  76. 76. LIVErtising.netS 2017-18 18 OBJ PLAN of activities Strategy Action 2Action 1 Action 3 Action 4Why? How? Cy Where to? Value Vision What?Goals Targets
  77. 77. LIVErtising.netS 2017-18 19 We want to increase sales
  78. 78. LIVErtising.netS 2017-18 19 Become the market leader in terms of sales in the mid-market in 4 years’ time We want to increase sales
  79. 79. LIVErtising.netS 2017-18 19 Become the market leader in terms of sales in the mid-market in 4 years’ time We want to increase sales
  80. 80. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  81. 81. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  82. 82. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  83. 83. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  84. 84. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  85. 85. LIVErtising.netS 2017-18 20 —> Become the market leader —> in terms of sales —> in the mid-market —> in 4 years’ time
  86. 86. LIVErtising.net Emotiona l Ethical Rewardin
  87. 87. LIVErtising.net Emotiona l Ethical RewardinSpecific
  88. 88. LIVErtising.net Emotiona l Ethical RewardinSpecific Measurable
  89. 89. LIVErtising.net Emotiona l Ethical RewardinSpecific Measurable Actionable Achievable Ambitious
  90. 90. LIVErtising.net Emotiona l Ethical RewardinSpecific Measurable Actionable Achievable Ambitious Relevan
  91. 91. LIVErtising.net Emotiona l Ethical RewardinSpecific Measurable Actionable Achievable Ambitious Relevan Timed
  92. 92. LIVErtising.net Emotiona l Ethical RewardinSpecific Measurable Actionable Achievable Ambitious Relevan Timed
  93. 93. LIVErtising.netS 2017-18
  94. 94. LIVErtising.netS 2017-18
  95. 95. LIVErtising.netS 2017-18
  96. 96. LIVErtising.netS 2017-18
  97. 97. LIVErtising.netS 2017-18
  98. 98. Planning: 1. Start with WHY? 2. Set your SMARTER goals
  99. 99. Planning: 1. Start with WHY? 2. Set your SMARTER goals 3. Illustration : 3 strategic frameworks
  100. 100. LIVErtising.netS 2017-18 24
  101. 101. LIVErtising.netS 2017-18 24
  102. 102. LIVErtising.netS 2017-18 25
  103. 103. LIVErtising.netS 2017-18 25
  104. 104. LIVErtising.netS 2017-18 26
  105. 105. LIVErtising.netS 2017-18 26
  106. 106. LIVErtising.netS 2017-18 26
  107. 107. LIVErtising.netS 2017-18 26
  108. 108. LIVErtising.netS 2017-18 27
  109. 109. LIVErtising.netS 2017-18 27
  110. 110. LIVErtising.netS 2017-18 27
  111. 111. LIVErtising.netS 2017-18 27
  112. 112. Measure: KPIs are **not** metrics
  113. 113. Measure: 1. KPI vs Metrics
  114. 114. LIVErtising.netS 2017-18 30 PLAN of ACTIONS Strategy Action 2 Action 1 Action 3 Action N OBJCy
  115. 115. LIVErtising.netS 2017-18 30 PLAN of ACTIONS Strategy Action 2 Action 1 Action 3 Action N OBJCy GOALS
  116. 116. LIVErtising.netS 2017-18 30 PLAN of ACTIONS Strategy Action 2 Action 1 Action 3 Action N K P I OBJCy GOALS
  117. 117. LIVErtising.netS 2017-18 30 PLAN of ACTIONS Strategy Action 2 Action 1 Action 3 Action N K P I metrics OBJCy GOALS targets
  118. 118. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…)
  119. 119. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…)
  120. 120. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…)
  121. 121. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…)
  122. 122. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. Bernard MARR, What are KPIs?, https://www.bernardmarr.com/ default.asp?contentID=762 In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…)
  123. 123. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. Bernard MARR, What are KPIs?, https://www.bernardmarr.com/ default.asp?contentID=762 In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…)
  124. 124. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. Bernard MARR, What are KPIs?, https://www.bernardmarr.com/ default.asp?contentID=762 In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…)
  125. 125. In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. Bernard MARR, What are KPIs?, https://www.bernardmarr.com/ default.asp?contentID=762 In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals (…) (…) KPIs provide the most important performance information that enables organisations (…) to understand whether or not the organisation is on track toward its stated objectives. In this way, well- designed KPIs are vital navigational instruments(…) KPIs are also useful decision-making tools. Because they help reduce the complex nature of organisational performance to a small, manageable number of key indicators, KPIs can, in turn, assist decision making – and, ultimately, help improve performance. Bernard MARR, What are KPIs?, https://www.bernardmarr.com/ default.asp?contentID=762
  126. 126. Key performance indicators are always rates, ratios, averages or percentages; they are never raw numbers. Raw numbers are valuable to web analytics reporting to be sure, but because they don’t provide context, are less powerful than key performance indicators. Consider the following ... Say you take 10,000 orders on Monday. Great, right? Not if you took 100,000 orders on the previous Monday. And not if you took those 10,000 orders from 1,000,000 people you paid good money to bring to your site, especially when you took 100,000 orders the previous Monday ... See what I mean? Without context 10,000 is just a number. Not good, not bad, but not really informative. That’s why I insist (…) that KPIs are always rates, ratios, averages or percentages. It’s not to say that you should exclude raw numbers from your KPI report— quite the opposite! Raw numbers are necessary to provide context to these reports and to promote conversation. All I’m saying is that raw numbers are not key performance indicators. Eric Peterson, The Big Book of Key Performance Indicators .
  127. 127. KPI Metric
  128. 128. KPI Metric Strategy
  129. 129. KPI Metric Strategy performance
  130. 130. KPI Metric Strategy performance Analytics
  131. 131. KPI Metric Strategy performance Analytics Results
  132. 132. KPI Metric Strategy Raw numbers performance Analytics Results
  133. 133. KPI Metric Strategy •rates •ratios •averages •percentages Raw numbers performance Analytics Results
  134. 134. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40
  135. 135. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40
  136. 136. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40
  137. 137. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40 Retention rate
  138. 138. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40 Retention rate (220-40) / 200 = 90%
  139. 139. LIVErtising.netS 2017-18 34 # of existing clients # of new clients # of lost clients 200 20 40 Retention rate (220-40) / 200 = 90% Retention cost, average customer value, average visitor value, …
  140. 140. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  141. 141. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  142. 142. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  143. 143. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  144. 144. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  145. 145. LIVErtising.net 35 Five KPI golden rules Benchmark KPIs and metrics Define company- specific KPIs Define KPIs at management level Revise and redefine KPIs regularly Include all stakeholders
  146. 146. Measure: 1. KPI vs Metrics
  147. 147. Measure: 1. KPI vs Metrics 2. Benchmarking
  148. 148. LIVErtising.netS 2017-18 37
  149. 149. LIVErtising.netS 2017-18 37
  150. 150. LIVErtising.netS 2017-18 37
  151. 151. LIVErtising.netS 2017-18 37
  152. 152. LIVErtising.netS 2017-18 37
  153. 153. LIVErtising.netS 2017-18 37
  154. 154. LIVErtising.netS 2017-18 37 Without comparative benchmarking most metrics are completely meaningless
  155. 155. LIVErtising.net 38 Comparative benchmarking 1 2 43
  156. 156. LIVErtising.net 38 Comparative benchmarking 2 43
  157. 157. LIVErtising.net 38 Comparative benchmarking 43
  158. 158. LIVErtising.net 38 Comparative benchmarking 4
  159. 159. LIVErtising.net 38 Comparative benchmarking
  160. 160. LIVErtising.net 39
  161. 161. LIVErtising.net 39
  162. 162. LIVErtising.net 39
  163. 163. LIVErtising.net 39
  164. 164. LIVErtising.net 39
  165. 165. Measure: 1. KPI vs Metrics 2. Benchmarking
  166. 166. Measure: 1. KPI vs Metrics 2. Benchmarking 3. Recap
  167. 167. LIVErtising.netS 2017-18 41 TACT
  168. 168. LIVErtising.netS 2017-18 41 TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  169. 169. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  170. 170. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  171. 171. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  172. 172. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  173. 173. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  174. 174. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  175. 175. LIVErtising.netS 2017-18 41 STRAT TACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  176. 176. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets FB page CTA on website
  177. 177. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  178. 178. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  179. 179. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  180. 180. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  181. 181. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  182. 182. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  183. 183. LIVErtising.netS 2017-18 41 STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website
  184. 184. LIVErtising.netS 2017-18 42 # pos - # neg / # pos + # neg # likes + # shares + # cmts / # msges # SM leads / total # leads 1 2 3
  185. 185. LIVErtising.netS 2017-18 42 # pos - # neg / # pos + # neg # likes + # shares + # cmts / # msges # SM leads / total # leads Engagement Lead Generation Sentiment (ratio) 1 2 3
  186. 186. LIVErtising.netS 2017-18 42 # pos - # neg / # pos + # neg # likes + # shares + # cmts / # msges # SM leads / total # leads Engagement Lead Generation Sentiment (ratio) 1 2 3
  187. 187. LIVErtising.netS 2017-18 42 # pos - # neg / # pos + # neg # likes + # shares + # cmts / # msges # SM leads / total # leads Engagement Lead Generation Sentiment (ratio) 1 2 3
  188. 188. LIVErtising.netS 2017-18 42 # pos - # neg / # pos + # neg # likes + # shares + # cmts / # msges # SM leads / total # leads Engagement Lead Generation Sentiment (ratio) 1 2 3
  189. 189. LIVErtising.netS 2017-18 43 http://1drv.ms/1GKoxPH http://1drv.ms/ 19CEjPt
  190. 190. LIVErtising.netS 2017-18 43 http://1drv.ms/1GKoxPH http://1drv.ms/ 19CEjPt
  191. 191. LIVErtising.netS 2017-18 44 https://www.bernardmarr.com/
  192. 192. Aligning Planning and Measurement
  193. 193. LIVErtising.netS 2017-18 46
  194. 194. LIVErtising.netS 2017-18 46
  195. 195. LIVErtising.netS 2017-18 46
  196. 196. LIVErtising.netS 2017-18 46
  197. 197. LIVErtising.netS 2017-18 46
  198. 198. LIVErtising.netS 2017-18 46
  199. 199. LIVErtising.netS 2017-18 47
  200. 200. From SA to P
  201. 201. LIVErtising.net 49 What are the building blocks of any activity?
  202. 202. LIVErtising.net 49 What are the building blocks of any activity? P E M
  203. 203. LIVErtising.net 49 What are the building blocks of any activity? P E M P E M
  204. 204. LIVErtising.net 49 What are the building blocks of any activity? P E M P E M
  205. 205. LIVErtising.netS 2017-18 50
  206. 206. LIVErtising.netS 2017-18 50 Listening
  207. 207. LIVErtising.netS 2017-18 50 Listening Analytics
  208. 208. LIVErtising.netS 2017-18 50 Listening Analytics SWOT/PEST
  209. 209. LIVErtising.netS 2017-18 50 Listening CDJ Analytics SWOT/PEST
  210. 210. LIVErtising.netS 2017-18 50 Listening CDJ Persona Analytics SWOT/PEST
  211. 211. LIVErtising.netS 2017-18 50 Listening CDJ Persona Analytics SWOT/PEST
  212. 212. LIVErtising.net 51 From SA to Strategy: Turn SWOT into TOWS https://app.box.com/s/ywfs4u8l4fys2f7sht7bu5dvq8p7jx1e
  213. 213. LIVErtising.net 51 From SA to Strategy: Turn SWOT into TOWS https://app.box.com/s/ywfs4u8l4fys2f7sht7bu5dvq8p7jx1e
  214. 214. LIVErtising.net 51 From SA to Strategy: Turn SWOT into TOWS https://app.box.com/s/ywfs4u8l4fys2f7sht7bu5dvq8p7jx1e
  215. 215. LIVErtising.net 51 From SA to Strategy: Turn SWOT into TOWS https://app.box.com/s/ywfs4u8l4fys2f7sht7bu5dvq8p7jx1e
  216. 216. LIVErtising.net 51 From SA to Strategy: Turn SWOT into TOWS https://app.box.com/s/ywfs4u8l4fys2f7sht7bu5dvq8p7jx1e
  217. 217. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  218. 218. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  219. 219. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  220. 220. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  221. 221. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  222. 222. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  223. 223. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  224. 224. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  225. 225. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action NOT here Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs
  226. 226. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Measure: metrics then KPIs Start here
  227. 227. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Down here Measure: metrics then KPIs Start here
  228. 228. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Down here Measure: metrics then KPIs End here Start here
  229. 229. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Down here Measure: metrics then KPIs End here Start here
  230. 230. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Down here Measure: metrics then KPIs End here Start here
  231. 231. LIVErtising.netS 2017-18 52 Business Vision+Mission+Values SMARTER Business Goals SMARTER Digital Goals Digital KPIs: soft & financial Execute: Digital (and non-digital) Action Digital Metrics Situation analysis Where will you start for digital? Down here Measure: metrics then KPIs End here Start here
  232. 232. LIVErtising.netS 2017-18 53

×