SMART Goals and KPIs For

Blabbermouth Chocolates

Submitted to:
Dr. Marcus Alexander

By:
Troy Jones
Full Sail University

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

Table of Contents
Table of Contents .......................................................Error! Bookmark not defined.
Executive Summary ...................................................................................................2
Introduction ................................................................................................................3
Background ..........................................................................................................3
Issue .....................................................................................................................3
Purpose of Report ................................................................................................4
Definition of SMART Goals ..................................................................................4
Definition of KPI or Key Performance Indicator ....................................................4
Optimization Plan .......................................................................................................4
Trend 1: ...............................................................................................................4
Trend 2: ...............................................................................................................6
Trend 3: ...............................................................................................................7
Trend 4: ...............................................................Error! Bookmark not defined.
Conclusion .................................................................Error! Bookmark not defined.
References ...............................................................................................................11

Executive Summary
Executive Summary
The paragraphs that follow will show the Key Performance Indicators, the action
taken, the challenge and the solution to each SMART Goal, and their corresponding
trends.
The main goal of this report is to inform C-level management of the direction and
actions taken to improve social media engagement and brand awareness through that
engagement.
In summary, the following goals are:
1. SMART Goal: Increase Facebook social media likes and shares
Trend 1: Current Facebook likes are at 80 likes, over the course of
November, or an average of 5.33% of likes per post.

KPI: Facebook Page Like Metric

KPI: Facebook Engagement Metric

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

2. SMART Goal: Increase Facebook social media likes and shares

Trend 2: There is no connectivity between the data for social media sites;
Facebook, Twitter and the blog do not have a way to use data
that is available for marketing goals.

KPI: Followers Growth Metric

KPI: Twitter Engagement Metric
KPI: Blog Visits Metric

3. SMART Goal: Collect and organize new incoming data

Trend 3: Twitter engagements are not moving forward, followers are low
and re-tweets havent been established yet.

KPI: Twitter Engagement Metric

KPI: Twitter Followers Metric

4. SMART Goal: Collect and organize new incoming data

Trend 4: Social media posts are not coordinated between Facebook,
Twitter and the blog, and data from all three elements are not
being compared, side-by-side to act as a way to increase all
social visibility.

KPI: Facebook People are talking about this metric

KPI: Key Social metrics

All efforts are to be measurable and will be coordinated with all marketing efforts at
every level, including the projected brand awareness Internet funnel. Graphs and charts
will be summarized and included in the report, and details can be requested.

Introduction
Blabbermouth Chocolates sells premium chocolate bars infused with coffee to grocery
store outlets and truck stop convenience stores.
Background
Blabbermouth Chocolates sells premium chocolate bars infused with coffee to grocery
store outlets and truck stop convenience stores, where truck stop convenience stores is
an added sales dynamic that is lucrative and opening at a fast rate.
Issue
In order to quantify the incoming data from the grocery stores and newly acquired truck
stop chain, as Blabbermouth Chocolates social media and marketing efforts and
outreach influence those sales; all incoming website and social media data needs to be
3

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

properly measured by using appropriate SMART Goals and Key Performance Indicators
(KPIs).
Purpose of Report
This report is to outline the SMART Goals and Key Performance Indicators for C-Level
Executives for awareness of incoming reports regarding these goals and KPIs in the
future. 4 Trends will be associated with a SMART Goal and will be further associated
with 2-3 KPIs that will assist in understanding the trend. This report will also make
recommendations to achieve these SMART Goals.
Definition of SMART Goals
SMART Goals are goals that are set up to gauge the performance of Blabbermouth
Chocolates social media and marketing efforts, where:
S is Specific Goals
M is Measurable Goals
A is Action oriented Goals that are Achievable and Assertive
R is Relevancy to the campaign we are performing
T are Timely goals that coordinate with marketing efforts
Definition of KPI or Key Performance Indicators
Key Performance Indicators, or KPIs are specific and measured targets that provide
clear and concise data derived from SMART Goals. These goals can allow C-level
Executives to gauge the effectiveness of the SMART Goals and quantify their results,
and allow accounting to analyze the financial effectiveness of marketing operations.

Optimization Plan
Trend 1: Current Facebook likes are at 80 likes, over the course of November, or an
average of 5.33% of likes per post.
Figure 1:

1. SMART Goal: Increase Facebook social media likes and shares

Increase Facebook page Likes and Visits from 15 per month to 25 per
month over the next month. This will promote brand awareness and
increase visitor engagement.

KPI: Facebook Page Like Metric

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

The Facebook like metric is one of the top indicators of a

companys social media marketing success.
You can gauge the success of posts in Facebook, and
determine over time which posts are most significant,
allowing for a greater success rate involved in posts; dates
that correlate to successful postings and which days and
times are best to place posts during the week.

Action Item 1:
Increase Facebook posts from 15 per month to 25 per month
over the next month.
o Challenge: Too few Facebook posts which decreases
public interest and likes, failing to promote brand
awareness by new and engaging content pertaining to
Blabbermouth Chocolates
o Solution: Create 10 more or better, posts per month
with engaging and creative content

Figure 2:

KPI: Facebook Engagement Metric

The Facebook engagement metric is calculated by using the
number of likes, shares, comments and clicks, that posts are
generating.
Engagement promotes likes and shares.

Action Item 1:
Create Facebook posts that are more engaging, and that are
comment and share worthy.
o Challenge: While some posts get up to 32 likes (at
best) comments are dead for most posts with a
maximum of 2 comments on only several posts
o Solution: Create engaging content that is not deadended and does not become an absolute statement
that ends the post, but that asks a question, or leaves
an open door for social commentary.
5

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

Figure 3:

Trend 2: There is no connectivity between the data for social media sites; Facebook,
Twitter and the blog do not have a way to use data that is available for
marketing goals.
2. SMART Goal: Collect and organize new incoming data
Information that is provided by separating new followers must be
catalogued in a form that can be used to improve marketing goals. This
information is readily available through the following KPIs:

KPI: Followers Growth Metric

Measures the number of new Facebook followers over a
given period of time.
It is important to know how to gauge new followers on
Facebook and to separate them to gain the
demographics/psychographics

Action Item 1:
Separate the new Facebook likes by addressing the
demographic and psychographics of each new follower
o Challenge: Even though data on the number of likes
is kept, the type of person that likes the site is not
being studied, and numbers are small enough that a
demographic and psychographic profiling could be
constructed to assist with persona creation and other
important considerations as to what type of persons
purchase Blabbermouth Chocolate Bars
o Solution: Gauge and distinguish new Facebook likers
and compare personality profiles, race, gender, and
other important information. Keep accurate records of
these findings and use them to develop true buyers
personas and to use for other important metrics

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

KPI: Twitter Engagement Metric

The Twitter engagement metric is calculated by using the
number of favorites, re-tweets and mentions
Blabbermouth Chocolates can expect an increase of
between 10 15 re-tweets, favorites and mentions,
individually, per month

Action Item 1:
Create Twitter posts that are socially engaging and that
generate public interest.
o Challenge: Twitter engagement is currently nonexistent, there are no re-tweets, and no likes or
favorites
o Solution: Create engaging content that actively
promotes sharing based on events that are related to
Blabbermouth Chocolates but are interesting and
share-worthy

KPI: Blog Visits Metric

Blog visits and demographics are used in conjunction with
the above KPIs in order to analyze site usage and hits
between social media platforms.

Action Item 1:
Use Google Analytics aggregate information from the blog.
o Challenge: There needs to be organized information
on activity between Facebook, Twitter and the blog
o Solution: Add incoming information in Google
Analytics that shows where traffic is originating from
before it hits the blog through backlinks and how
much of the traffic is from Facebook and Twitter

Trend 3: Twitter engagements are not moving forward, followers are low and re-tweets
havent been established yet.
3. SMART Goal: Increase Twitter Engagements
Increase Twitter engagements by raising the quality and number of
tweets. Tweets should be at least 1 per day; present Tweets stand at 8
per month, and will be increased to 1-2 Tweets per day over the course of
this month.

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

By gauging the effectiveness of the Twitter Engagement and Followers

metrics we can fine-tune public interest tweets and find the most engaging
content that can correlate between Facebook, Twitter and the
Blabbermouth Chocolates blog. This can also lead directly to blog posts
and promote Facebook likes and friends, which raise the number of
Facebook engagements.
Figure 4:

KPI: Twitter Engagement Metric

The Twitter engagement metric is calculated by using the
number of favorites, re-tweets and mentions
Blabbermouth Chocolates can expect an increase of
between 10 15 re-tweets, favorites and mentions,
individually, per month

Action Item 1:
Create Twitter posts that are socially engaging and that
generate public interest.
o Challenge: Twitter engagement is currently nonexistent, there are no re-tweets, and no likes or
favorites
o Solution: Create engaging content that actively
promotes sharing based on events that are related to
Blabbermouth Chocolates but are interesting and
share-worthy

KPI: Twitter Followers Metric

The Twitter followers metric measures site popularity

Figure 5:

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

Reviewing and comparing followers over time, and analyzing

trends

Action Item 1:
Create aggregate information that measures followers and
who Blabbermouth Chocolates is following; Twitter popularity
and the dates that popularity corresponds to.
o Challenge: There is not enough data coming from
Twitter
o Solution: Group information in Klipfolio that yields
followers, following, Tweets and Favorites in order to
properly report findings

Figure 6:

Trend 4: Social media posts are not coordinated between Facebook, Twitter and the
blog, and data from all three elements are not being compared, side-by-side
to act as a way to increase all social visibility.
4. SMART Goal: Increase interactivity between social platforms
Increase overall activity between all standing social media platforms, over
a 1-month period, where the posting dynamic is a coordinated effort.
Figure 7:

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

KPI: Facebook People are talking about this metric

Takes into consideration Likes, Comments, Shares,
Mentions, Event RSVP and incorporates the addition of
Reviews, while gauging overall performance

Action Item 1:
Gauge the effectiveness between all three social media
platforms and how they relate together using klipfolio.com
o Challenge: Overall cooperation between Facebook,
Twitter and the blog is not currently being gauged for
its effectiveness and how the statistics relate to each
other
o Solution: Monitor all three sites side-by-side to see
how social media events and posts are creating
identifiable patterns in order to gain more social
engagement.

KPI: Key Social metrics

Takes into consideration website conversion goals in relation
to social media platforms

Action Item 1:
Gauge
o Challenge: To gauge non-vanity metrics to see what
conversion goals are being completed and to be able
to chart and graph those conversion efforts
o Solution: Set up conversion goals in Klipfolio.com and
monitor those goals and their relationships between
social media and blogging platforms

Figure 8:

Conclusion
In conclusion, the goals set above boost all three social platforms, gather the
information both separately and then aggregate the information so comparisons can be

10

SMART Goals and KPIs For Blabbermouth Chocolates

August 2008

made to the way that Facebook, Twitter and the blog relate to each other. The goal is to
create an environment that is engaging to visitors where they will comment, like, share,
tweet/re-tweet, and read interesting content that keeps brand advocates and site visitors
involved with Blabbermouth Chocolates on a continuing basis

Reference:
http://www.klipfolio.com/sites/default/files/kpi_examples/Twitter%20Engagement%20Me
trics.png
http://www.klipfolio.com/sites/default/files/kpi_examples/Facebook-EngagementMetric.png
http://www.klipfolio.com/sites/default/files/kpi_examples/Facebook%20Page%20Like%2
0Metric_0.png
http://www.klipfolio.com/sites/default/files/kpi_examples/social-media-kpi-key-socialmetrics.png
http://www.klipfolio.com/sites/default/files/kpi_examples/social-media-kpi-followerstarget.png
http://www.klipfolio.com/sites/default/files/kpi_examples/social-media-kpi-socialevents.png
http://blabbermouthchocolates.com

11