1. Smart Goals for Facebook
   1. Goals might be: Grow on pages likes
      1. I want to grow FB page from 35K likes to 100K likes by jan 31 - 2018
   2. Specific
      1. who, what why
      2. I like to grow fb pages because fb is key soc media platform we can learn about and help others grow along with us
   3. Measurable
      1. Choose a specific number for growth
   4. Attainable
      1. MAke sure the number is realistic
   5. Relevant
      1. does growing FB page support your business objectives, vision. values?
   6. Time bound
      1. What is the set deadline.
2. Goal for Locke and Facebook
   1. The Buffer marketing team aims to grow our Facebook page to 100,000 page likes in the next 90 days by trying out strategies with video, optimal timing, and tagging.
3. Goal for OKR Facebook
   1. Objective -What is it that we hope to achieve with Facebook growth?
   2. Key result – What specific numbers can we aim for? (And feel free to go overboard!)
4. Goal for BSQ Facebook
5. BHAG Example for Facebook
   1. BHAG – What type of audacious thing are we hoping to achieve with Buffer?
   2. Goal setting: et the bar for customer support
   3. (This could possibly then inform our social media strategies about how we approach Facebook growth—reply quickly and happily to Facebook comments, share helpful content, etc.)
6. Growth Hacker Goal for Facebook
   1. If we focus on video marketing, we will grow the Facebook page to 100,000 likes because we have seen higher engagement and reach on video content for our page.
7. Social Metrics File
   1. awareness
      1. objective
         1. create awareness
      2. Social Media Strategy
         1. expose target audience to brand content
      3. Social Activity
         1. posts, promotions, boosts
      4. Social KPI
         1. impressions, reach
      5. Business Impact
         1. SOV, ToMA
   2. Consideration
      1. objective
         1. Generate demand
      2. Social Media Strategy
         1. Generate engagement of target audience with brand content
      3. Social Activity
         1. posts, responses
      4. Social KPI
         1. # of engagements, types of engagements
      5. Business Impact
         1. visitors / traffic (online & offline)
   3. Decision
      1. objective
         1. Drive conversion
      2. Social Media Strategy
         1. Drive targets audience to brand offers
      3. Social Activity
         1. posts, promotions
      4. Social KPI
         1. link clicks
      5. Business Impact
         1. Conversions (purchases, lead submissions, app downloads)
   4. Adoption
      1. objective
         1. Delight Customers
      2. Social Media Strategy
         1. Drive engagement with brand products /services
      3. Social Activity
         1. responses, social media care
      4. Social KPI
         1. positive earned mentions, customer care metrics, response times &qty
      5. Business Impact
         1. Sentiment ans satisfaction
   5. Advocacy
      1. objective
         1. Inspire evangelism
      2. Social Media Strategy
         1. activate customer influencers
      3. Social Activity
         1. posts, outrech to influencers, reshares
      4. Social KPI
         1. Earned impressions, earned reach, Social UGC
      5. Business Impact
         1. Referrals, influencer activity, positive word of mouth, NPS, ALI
8. 7 Goalsetting strategies from MArketeers
   1. 1: Make SMART Goals
      1. Specific
         1. Make a very specific objective
         2. it shows want to be done to accomplish
         3. use 5 times W
            1. Who
            2. What
            3. Where
            4. Why
            5. Which
            6. Help to make it Super specific
      2. Measurable
         1. Can the goals be measured?
         2. when is the goal achieved?
      3. Attainable
         1. is it realistic?
         2. is it possible to achieve the goal
      4. Relevant
         1. a relevant goal means it has impact on
            1. business
            2. vision
            3. values
      5. Time Bound
         1. ALways work and use a deadline
   2. 2: Locke & Lathams 5 principles of Goal Setting
      1. Clarity
         1. like SMART clear Goals help understanding
            1. tasks at hand
            2. measuring results
            3. achieve succes
      2. Challenge
         1. a goal should be
            1. difficult and challenging enough
            2. prove motivating
            3. must be achievable
            4. use the inverted U method to test challenge levels
            5. balancing pressure & performance AKA YErks - Dodsons law
            6. Its about the right amount of pressure
            7. gives best results
            8. less pressure give
            9. averege results
            10. it gets the best of people and still they are
            11. happy
            12. engaged
            13. Flow Model
            14. 10 Components of the flow
            15. How do you know when you're experiencing flow?
            16. To find a balance, and to perform at our best, we need a challenge that is significant and interesting, and we need well-developed skills, so that we're confident that we can meet the challenge. This moves us to a position where we can experience "flow" (being totally involved and engaged in the activity).
            17. 1: Having a clear understanding of what you want to achieve.
            18. 2: Being able to concentrate for a sustained period of time.
            19. 3: Losing the feeling of consciousness of one's self.
            20. 4: Finding that time passes quickly.
            21. 5: Getting direct and immediate feedback.
            22. 6: Experiencing a balance between your ability levels, and the challenge
            23. 7: Having a sense of personal control over the situation.
            24. 8: Feeling that the activity is intrinsically rewarding.
            25. 9: Lacking awareness of bodily needs.
            26. 10: Being completely absorbed in the activity itself.
            27. 3 Ground Rules for the flow
            28. Goals
            29. add motivation
            30. structure
            31. must be working towards a goals to xperience flow
            32. to what you are doing
            33. Balance
            34. a good balance between
            35. preceived skill
            36. perceived challenge
            37. no balance means no flow
            38. Feedback
            39. must have
            40. clear
            41. immediate
            42. other people
            43. awareness of progress with task
            44. make changes and improve performance
            45. Using Flow Model
            46. 1: Set Goals
            47. make them effective goals
            48. 2: Improve concentration
            49. be focused
            50. avoid destraction
            51. 3: Build selfconfidence
            52. us self confidence techniques
            53. 4: Get Feedback
            54. is an important requirement
            55. Technical fb system must be in place
            56. learn how to receive and give feedback
            57. help yourself & others to improve
            58. 5: Make work more challenging
            59. look at jobcrafting
            60. create more jobsatisfaction
            61. 6: Improve skills
            62. do a personal SWOT analysis
      3. Commitment
         1. get your teasm to buyin the goals
         2. involve teame mates in goal setting
      4. Feedback
         1. measure progress
         2. seek advice to get the goals finished
      5. Task Complexity
         1. don't put to much complexity in a goal
         2. complexity can
            1. impact moral
            2. productivity
            3. motivation
      6. Clear Goal Setting
      7. IMPORTANT
         1. Locke and Latham’s research showed that the more difficult and specific a goal is, the harder people tend to work to achieve it.
         2. Examples
            1. Clarity – Set a clear goal for what we want to achieve with Facebook page growth.
            2. Challenge – Does the task fall into the sweet spot between low pressure (not challenging enough) and anxiety-inducing (too much pressure)?
            3. Commitment – Get buy-in from team members who may be helping with the project.
            4. Feedback – Seek advice in creating the goal and in progress throughout. Check the stats periodically to see how you’re doing.
            5. Task complexity – What is involved in growing a Facebook page? Limit the complexities by focusing on a set number of specific growth strategies
   3. 3: OKRs: Objectives & Key Results
      1. Objectives
         1. You want to accomplish
         2. use a form of broad goals
            1. not measurable
      2. Key Results
         1. based on objectives
         2. always defined with specific numbers and targets
      3. Example
      4. Is a succesfull method
      5. name objectives and give it a key number to strive for it
         1. make ambitious goals
            1. at leat 70% reached is good
      6. example
   4. 4: BSQ
      1. Think Big
         1. Dedine your ultimate Goal
      2. Act Small
         1. Identify milestones that help achieve that goal
      3. Move Quick
         1. Us a timeline for achieving each milestone
      4. From Goal to BSQ
      5. Goal setting is about:
         1. 1: A goal is better then no Goal
         2. 2: A specific goal is better than a broad goal
         3. 3: A hard and specific goals is better than an easy Goal
      6. Example for FB setting
   5. 5: BHAG
      1. tend to be Big picture Social Media Goals with visionairy aspect
         1. Big
         2. Audicious
            1. it pushes you to longterm visions of 10 - 30 year goals
            2. brands vision
            3. examples:
         3. Hairy
         4. Goal
         5. These could be overall social media goals as part of a social strategy
         6. Example of BHAG in a Vision based framework
   6. 6: Growth Hacker Goal setting
      1. Form Hypothesis
      2. Select KPI
      3. Set Goal
      4. Execute
      5. Track progress
      6. Socialize / iterate
      7. How it works
      8. Important
         1. This approach lacks the structure of the traditional, “goals-are-set-in-stone” approach. Instead, emphasis is placed on the entire process of goal-setting, instead of just the goal itself.
      9. unique element
         1. involvement of the whole team/audience
         2. sharing progress
         3. Growth works best when everyone is aligned around the goal, but 35 percent of marketers don’t share testing or growth wins with their teams. Share everything to align and motivate everyone towards a common goal
      10. Eaxample:
   7. 7: Intriguing Metric Method
      1. fitting metrics into one of 4 buckets
      2. 1: High TRaffic, low conversion
      3. 2: Low traffic, high conversion
      4. 3: High traffic, high conversion
      5. 4: Low traffic, low conversion
      6. Example:
         1. This type of thinking is really helpful for how you might identify different social media metrics to pursue. For instance, with Facebook page growth, when you notice that you have a small number of people who view your Facebook posts (low traffic) but that a high number end up clicking through to your content (high conversion). You could then set up a goal to increase the low traffic by growing your Facebook reach, possibly by seeking more likes for your page.
      7. biggest oppertunities for growth
      8. 3: is soso, 4: is best left alone
   8. Goals & bjectives come in different shapes and forms depending on the Brans mission
      1. Break it down in 4 categories
         1. Activity based goals
         2. Audience building Goals
         3. Engagement Goals
         4. ROI Goals
         5. Examples:
            1. Twitter – Follower growth, tweet frequency, overall engagement, engagement rate, mentions
            2. Facebook – Page like growth, reach, engagement
9. Why?
   1. Purpose
   2. Values
   3. Goals
   4. on social media
   5. people want to become part of my community
10. Winning Chance? COntent must Be
    1. valuable
    2. unique
    3. purpose driven
11. Questions to ask yourself
    1. What’s one thing that sets your brand or business apart from the rest?
    2. What’s the number one goal that you hope to accomplish on social media?
    3. What’s your biggest marketing strength?
    4. What’s your biggest marketing weakness?
    5. What social media channels will help you accomplish your goals?
12. How?
    1. become meaningful for the brand
    2. Channels
       1. where is my audience
       2. which networks are they on
    3. Tactics
    4. Strenghts
       1. WHat are our biggest marketing strenghts
13. where to start
    1. 1: absolute bottomline goal
       1. increasing sales
       2. generating leads
       3. lowering customer aquisition costs
       4. building brand reputation
    2. Goals must have
       1. numerical value
       2. a deadline
       3. it must support larger marketing strategy
    3. Build objectives
       1. that results to the ultimate goal
          1. f.e. sales
             1. driving awareness
             2. consideration
             3. purchases
             4. retention
             5. retention
             6. aka social selling