Social Media Strategy: Metrics, Goals & Client Management
Goals of a Social Media Plan (SMP)
- Identify key factors in implementing a social media plan.
- Apply different metrics to evaluate the success of a social media strategy.
Business Goals (Profitability)
Cost-Effectiveness
Ensuring operations are financially efficient.
Client Value
Customer Lifetime Value (CLV)
General Formula: Customer Lifetime Value = Customer Value × Average Customer Lifespan
Customer Value: Represents how much value a customer brings to the business over a specific time period.
Formula: Average Purchase Value × Average Frequency Rate
Breaking Down Customer Value
- Average Purchase Value: Total revenue over a set time frame / Total number of purchases over the same time frame.
(Tells you how much customers spend on average per order, helps pricing strategies, understand buying behavior; analyzed monthly, quarterly, yearly) - Average Purchase Frequency Rate: Helps you measure how often customers make purchases within a specific period; how often customers return to buy. Helps in customer retention and loyalty analysis. Can guide marketing strategies to encourage repeat purchases.
Formula: Total number of purchases over a period / Total number of customers during that same period
Breaking Down Average Customer Lifespan
Formula: Average Customer Lifespan = Average number of years a customer stays active / Total number of customers
(Helps businesses determine how long, on average, a customer remains active before they stop purchasing. The longer a customer stays, the higher their lifetime value. Businesses focus on customer retention strategies.)
Client Value Recap
- Customer Lifetime Value (CLV): What the average customer is worth to your business throughout the course of the relationship. (Customer Value × Average Customer Lifespan)
- Customer Value: Based on the average purchase cost and frequency of their purchases.
- Average Customer Lifespan: The average number of years a customer stays active divided by the number of total customers.
The complete customer lifetime value formula is as follows:
CLV Key Insights
- Impacts Profitability: CLTV affects margins and overall profitability. Comparing it to acquisition costs helps optimize strategies.
- Stabilizes Cash Flow: A strong CLTV ensures recurring revenue, helping businesses manage expenses effectively.
- Improves Acquisition Strategy: Knowing CLTV helps allocate budgets wisely, preventing overspending on low-value customers.
- Boosts Growth: Higher margins from a strong CLTV allow reinvestment and business expansion.
- Reveals Customer Perception: A high CLTV signals customer satisfaction and brand loyalty, distinguishing it from sentiment-based metrics.
Understanding CLV
- Essential for customer success and support teams because it’s always less expensive to maintain an existing relationship than to create a new one.
- Increasing the value of your customers is the best way to supercharge your business growth. Using the CLV formula correctly helps you develop strategies to get new customers and improve your average lifetime value of a customer.
Customer Acquisition Cost (CAC)
The cost to acquire a new customer, often tracked using an attribution model.
- A key performance indicator (KPI). The better the job with social media, the lower the CAC will be, as you are constantly optimizing the CAC.
Key Insights on CAC
- A lower CAC means you’re acquiring customers more efficiently.
- Optimizing social media marketing can reduce CAC by improving targeting and engagement.
- Using an attribution model helps determine which channels contribute most to conversions.
Customer Retention Cost (CRC / COR)
- Cost of Retention (COR).
- The total costs of marketing, sales & customer success involved in keeping a customer.
- It is how much the company invests to keep one customer buying from you for as long as possible.
- CRC is the cost of customer retention over a specific time.
Key Factors for Implementing a Social Media Plan
a) Self-Leadership
A key asset in the implementation of an SMP. Self-leadership is essential for managing a successful social media plan.
Key skills include time management for consistent posting, self-awareness for strategic contribution, and continuous learning to stay ahead of trends. Resilience helps adapt to challenges, while data interpretation and emotional intelligence enhance decision-making and audience engagement. Strong remote communication and asynchronous work capabilities ensure effective collaboration and content creation. These skills drive efficiency and impact in digital marketing.
b) Leadership
Explores how managers, HR leaders, business owners, and CEOs can motivate teams and foster creativity in a remote work environment. The Master Class emphasizes creativity as a key success skill in leadership.
c) Disruptive Technology in Business
Disruptive technology transforms businesses by enabling testing, development, communication, and analysis. It drives innovation, improves efficiency, and enhances decision-making, making it essential for growth in a competitive market.
d) Business Models
How companies operate and generate value. Can be:
- Traditional or Omnichannel
- Digital Native (born online, operates without physical locations)
- App-based (e.g., Uber – iOS vs. Android)
Companies may serve:
- B2C or B2B (or both, like Alibaba & Meta) markets
- Focus on Services or Products
- Act as either Producers or Intermediaries
Each model shapes strategy, customer engagement, and revenue generation.
e) Market-Cultural Fit
Ensures that a product or service aligns with the values, behaviors, and expectations of a target audience. Understanding local preferences, traditions, and consumer behavior is crucial for successful expansion, branding, and engagement in different regions.
f) Sector Analysis
Identifying its key factors (market trends, competition, regulations) and evaluating its development stage (growth, maturity, or decline). This helps businesses adapt strategies for success and innovation.
g) Timing
Market readiness is key—is it too early or too late to introduce digital solutions? Businesses must assess whether the market is prepared or already adapted, ensuring optimal timing for innovation and adoption.
h) Agile Workflow
Focuses on flexibility, efficiency, and collaboration. It aligns main revenue sources, key positions, and core functions to drive adaptability and continuous improvement in business operations.
Agile Methodology
- It is a circular, not linear approach.
- Agile emphasizes continuous improvement, flexibility, and collaboration.
- It focuses on customer satisfaction, quick delivery, communication, and quality by iterating and adapting based on feedback.
- Agile ensures faster responses to changes and promotes teamwork to achieve high efficiency.
Learning in Agile
Focuses on case studies, digital business insights, and accelerated innovation. Understanding real-world scenarios helps apply strategies, while digital business learning ensures adaptability in a tech-driven market. Emphasizing innovation drives continuous growth and competitive advantage.
Creating Effective Plans in Agile
Successful businesses rely on three key plans:
- Strategic Plan: Defines long-term vision, goals, and competitive positioning.
- Operational Plan: Focuses on day-to-day processes and resource allocation.
- Contingency Plan: Prepares for unexpected challenges and risk management.
Together, these plans ensure direction, efficiency, and resilience in business operations.
Analyzing in Agile
Monitoring budgets, dashboards, and key indicators to ensure financial health and performance. Budgets track expenses and revenue, dashboards provide real-time insights, and indicators highlight potential risks or red flags, enabling proactive decision-making.
Time Management
Time Management Matrix: Relationship between priorities (“The What”) and planning (“The How”), shaping productivity and effectiveness:
| Poor Prioritization (Low “What”) | Good Prioritization (High “What”) | |
|---|---|---|
| Poor Planning (Low “How”) | Frantic & Confused: Lack of planning leads to stress. | Distracted & Frustrated: Some clarity but inefficient execution. |
| Good Planning (High “How”) | Spinning Wheels: Poor prioritization leads to inefficiency. | Calm & Confident: Balance & planning, prioritized control. |
(Vertical Axis: Planning “The How”; Horizontal Axis: Prioritization “The What”)
Key Insights from the Matrix
- Frantic & Confused: Lacks both clear priorities and planning, leading to inefficiency and uncertainty.
- Spinning Your Wheels: Well-organized but struggles to identify what truly matters, causing wasted effort.
- Distracted & Frustrated: Aware of goals but lacks focus and consistency, slowing progress.
- Calm & Confident: Clear priorities and effective planning result in high productivity and continuous improvement.
Balancing priorities and planning leads to optimal time management and efficiency.
Digital Client Management: Leadership Skills
Self-Leadership Before Leadership
Self-Leadership Framework (4 Parts)
- Get it Right (Blue): Focus on precision, analysis, and structured decision-making. On good days, you are reflective and analytical; on bad days, you may seem distant or indecisive.
- Do it Now (Red): Action-oriented leadership, prioritizing decisiveness and urgency. On good days, you are proactive and determined; on bad days, you may be aggressive or rigid.
- Do it Carefully (Green): Emphasizes patience, persistence, and thoughtful execution. On good days, you are friendly and considered; on bad days, you may appear slow or stubborn.
- Let’s Do it Together (Orange): Encourages collaboration, enthusiasm, and social influence. On good days, you are dynamic and convincing; on bad days, you may be unfocused or superficial.
Balancing these four aspects strengthens self-leadership, ensuring adaptability and effective decision-making.
Asking as a Leader (“Humble Inquiry”)
- A leadership approach focused on asking genuine questions, showing curiosity, and building trust-based relationships rather than making assumptions.
- Encourages honest, open interactions, fosters collaboration, and ensures better decision-making by valuing all voices (Impact on Leadership & Teams).
Communicating as a Leader
Effective leadership communication is clear, concise, and impactful. “Writing That Works” emphasizes:
- Clarity & Simplicity: Avoid jargon; ensure messages are easy to understand.
- Action-Oriented Writing: Emails, memos, and reports should drive results.
- Persuasive Messaging: Craft compelling proposals and presentations that inspire action.
- Inclusive & Professional Tone: Use respectful, non-biased language to build trust.
- Practical Structure: Bullet points, examples, and structured writing improve engagement.
A great leader communicates with purpose, ensuring messages inform, influence, and drive action.
Digital Goals
Goals for Customers
Why People Follow Social Media Accounts (Instagram Example)
- Change: They seek inspiration, new perspectives, or industry trends.
- Passion: They resonate with the brand’s values, interests, or lifestyle.
- Benefits: They gain value, such as tips, discounts, or exclusive content.
- Learning: They follow to expand knowledge, stay informed, or develop skills.
Successful accounts engage through transformation, emotional connection, value, and education.
Why People Engage on Social Media & Digital Platforms
- To Communicate: Connect with others.
- To Be Informed: Stay updated with trends and news.
- To Be Entertained: Enjoy engaging content.
- To Share: Express opinions and experiences.
- To Work: Network and collaborate professionally.
- To Buy: Discover and purchase products or services.
Goals for Companies
Why Businesses Operate on Digital Platforms
- To Sell: Increase revenue and conversions.
- To Sell More: Expand reach and customer base.
- To Sell Differently: Innovate sales strategies.
- To Build High-Performance Teams: Enhance internal collaboration.
- To Understand the Market: Gather insights and adapt.
- To Enhance Branding: Strengthen brand presence and loyalty.
Ultimate Goal
To Be Profitable: Maximizing value through engagement, sales, and brand growth.
Why People Engage & Why Businesses Operate
Social Media Strategy Blueprint (Example: Bryan Johnson)
What are the Stages?
- Goals: Define each strategy, its overall goal, financial goal, and operational objective.
- KPIs/OKRs: Define the Key Performance Indicators (KPIs) and Objectives and Key Results (OKRs) for each strategy. How will success be measured?
- Idea: Develop the creative concept (mood board, magic factor). What do we want to do?
- Calendar: Relate activities to business milestones. Set up a table (e.g., monthly/weekly). Include a template for POL (Plan of Launch?), split one section for profits (expected revenue) and one for investments. Finally, calculate EBIT (Earnings Before Interest and Taxes) = Profit – Investments.
Customer Journey
- Example Key Result 1: “Grow Instagram followers by 20% in three months.”
- Example Key Result 2: “Increase engagement rate by 15%.”
A structured digital client management system ensures strategic goal setting, execution, and performance tracking. Using OKRs aligns digital efforts with business goals.
Digital Client Management System using OKRs
- OKRs: Set measurable goals.
- Objective: Improve customer engagement.
- Key Results: +20% email open rates, +30% social media interaction.
- Key Activities: Execution strategies.
- Lead generation, content strategy, customer support, performance tracking.
- Key Tools: Execution & analysis.
- Creation: Canva, Adobe CC
- Execution: HubSpot, Hootsuite, Mailchimp
- Analysis: Google Analytics, SEMrush
- Reports: Data Studio, Tableau
- Key Reports: Performance evaluation.
- Engagement, conversion, customer satisfaction, operational efficiency.
- Key Team-Building: Collaboration & growth.
- Weekly OKR reviews, brainstorming, cross-functional workshops, training.
Takeaway: OKRs drive structured client management, execution, and data-driven decisions.
What Does Engagement Mean?
Engagement refers to how people interact, connect, and respond to a brand or content. It involves likes, shares, comments, and time spent on content, reflecting audience interest.
Lollipop Example: Engagement Through Strategy
- Push Strategy: Directly promoting the lollipop (product-focused).
- Pull Strategy: Selling the experience (e.g., a colorful park) to attract interest and create emotional engagement.
Takeaway: Engagement is about creating a meaningful connection, not just selling a product. Effective strategies blend push (promotion) and pull (attraction) tactics to build stronger brand relationships.
Solving the Linear vs. Circular Calendar Dilemma
A linear calendar follows a fixed timeline (e.g., price schedules, seasonal campaigns), while a circular workflow focuses on continuous adaptation. To transition:
- Identify Fixed Elements: Prices remain linear, so keep key deadlines stable.
- Introduce Flexible Cycles: Adapt marketing, promotions, and engagement strategies based on customer behavior.
- Use Agile Planning: Implement quarterly or seasonal loops to adjust strategies dynamically.
- Leverage Data & Trends: Monitor analytics to refine campaigns rather than sticking to rigid timelines.
Solution: Keep pricing linear but structure marketing, promotions, and engagement in a circular workflow for adaptability and continuous improvement.
The 4 Main Components of Leadership
- Technical (Tech): Knowledge, expertise, and problem-solving skills.
- Creative (Artist): Vision, innovation, and the ability to inspire.
- Business (Strategy): Decision-making, financial understanding, and execution.
- Follower (Empathy & Influence): Understanding team needs, building trust, and leading by example.
Balanced leadership integrates technical expertise, creativity, strategic thinking, and people influence for effective decision-making and team success.
Optimizing Customer Acquisition Cost (CAC)
Define Customer Acquisition Cost (CAC) and explain its role in a social media plan. How can businesses optimize CAC while maintaining engagement and profitability?
- Definition of CAC: CAC = Total cost of acquiring a new customer (marketing + sales expenses) ÷ Number of new customers acquired.
- Important metric for evaluating marketing efficiency and ROI.
- Role of CAC in a Social Media Plan:
- Helps determine budget allocation for paid social media campaigns.
- Used to analyze customer value (comparing Customer Lifetime Value vs. CAC).
- Influences pricing strategies and overall profitability.
- How to Optimize CAC in Social Media Management:
- Targeted Ads & Data-Driven Marketing: Using segmentation to reach high-value audiences (e.g., Facebook Ads, LinkedIn Ads).
- Organic Growth Strategies: Leveraging UGC (User-Generated Content), influencer partnerships, and brand advocacy to reduce dependency on paid ads.
- Retention & Community Engagement: Lower CAC by increasing repeat purchases and fostering brand loyalty (e.g., private communities, exclusive content).
- A/B Testing & Analytics: Continuously analyzing engagement rates and adjusting strategies based on performance (e.g., conversion tracking via Google Analytics).
- Omnichannel Approach: Integrating multiple touchpoints (Instagram, LinkedIn, Email) to nurture leads effectively.
- Example Using Engagement Concept (Chupa Chups Example):
- Instead of spending large sums on ads, Chupa Chups could engage kids emotionally by creating a playground experience. This builds emotional connection and reduces CAC by using word-of-mouth marketing and viral social media moments.
The Premise: To Be Profitable
Key Factors:
- Cost-Effectiveness: Ensuring expenses align with profitability.
- Client Value: Understanding the long-term worth of a customer.
- CAC (Customer Acquisition Cost):
- Definition: The cost related to acquiring a new customer/client.
- Key Concept: Attribution Model (helps track which marketing efforts contribute to acquiring customers).
- COR (Cost of Retention) / CRC (Customer Retention Cost):
- Definition: The total cost of marketing, sales, and customer success to retain a customer.
- Measures how much is invested to keep customers engaged over time.
Q1 – Essential Components of a Social Media Plan (2 pts)
A successful social media plan includes goal setting, audience analysis, content strategy, engagement tactics, and performance tracking.
- Leadership: Ensures vision, consistency, and strategic execution.
- Workflow: Optimizes content production and collaboration (e.g., AGILE approach).
- Customer Engagement: Strengthens brand loyalty and organic reach through interactive content.
Q2 – Content Monetization in a Personal Brand (2 pts)
Content monetization uses platforms like:
- YouTube: Ad revenue, sponsorships, premium content.
- LinkedIn: Consulting, speaking gigs, paid newsletters.
- Instagram: Brand partnerships, affiliate marketing, exclusive content.
These strategies enhance long-term profitability by leveraging influence and audience trust.
Q3 – Community Monetization (1.5 pts)
Brands monetize communities through:
- Exclusive Memberships: Patreon, Discord, paid newsletters.
- Challenges & Gamification: (e.g., #BryanChallenge) User-generated content boosts engagement.
- VIP Access & Live Q&As: Premium interactions create deeper brand loyalty.
These foster engagement and drive recurring revenue.
Q4 – Bryan Johnson’s Social Media Strategy Analysis (3 pts)
Key Pillars:
- Multi-platform content (YouTube, Instagram, LinkedIn, Podcasts).
- Monetization (sponsorships, affiliate marketing, consulting, premium events).
- Community engagement (interactive challenges, paid inner circle).
Potential Improvements:
- Introduce low-cost digital products (courses, e-books).
- Optimize email marketing funnels to boost conversion.
- Expand into Web3-driven NFT memberships for exclusivity.
Content Calendar (Instagram Reels Example):
- Monday – “A Day in My Life” (Vlog-style)
- Wednesday – “Longevity Myth-Busting” (Educational)
- Friday – “Ask Me Anything” (Q&A Stories)
- Sunday – “Behind the Scenes of My Routine” (Exclusive sneak peek)
Q5 – Metrics & Analytics in Social Media (1.5 pts)
Key metrics:
- KPIs: Engagement rate, conversion rate, follower growth.
- Attribution Models: Identify which platform drives the most sales.
- Performance Data: A/B testing and sentiment analysis guide content strategy.
Example: If Instagram Stories have low engagement, a brand may shift to interactive polls and quizzes to boost audience participation.
Q1 – Key Factors in Implementing a Social Media Plan (2 pts)
A successful social media plan includes:
- Clear Goals: Aligns content with business objectives.
- Audience Analysis: Ensures tailored messaging.
- Content Strategy: Maintains brand voice and engagement.
- Engagement Tactics: Builds loyalty and organic reach.
- Performance Metrics: Tracks success and optimizes campaigns.
Each factor ensures brand consistency, customer satisfaction, and business growth.
Q2 – Role of Customer Engagement in Social Media Strategy (2 pts)
Engagement creates an emotional connection, leading to loyalty and conversions. Brands enhance engagement through:
- Interactive Content: Polls, Q&As, and challenges.
- Community Building: Exclusive groups (Discord, LinkedIn).
- AI & Chatbots: Personalized responses at scale.
Measuring Success: Engagement rate, click-through rate (CTR), and sentiment analysis.
Q3 – Agile Methodology in Social Media Management (1.5 pts)
Agile improves flexibility, speed, and efficiency by:
- Quick Iteration: A/B testing and real-time adjustments.
- Customer-Centric Approach: Adapts to audience behavior.
- Cross-Team Collaboration: Ensures consistent branding.
Example: A brand launches an Instagram ad, monitors engagement, and tweaks creatives based on real-time insights.
Q4 – Social Media Strategy Analysis (3 pts)
Brand Example: Starbucks
Strengths: Strong brand storytelling, user-generated content, successful seasonal campaigns (e.g., Pumpkin Spice Latte hype).
Weaknesses: Some markets may have low localized engagement.
New Campaign Idea: #SustainableSips
- Objective: Promote eco-friendly initiatives.
- Target Audience: Gen Z, sustainability-conscious consumers.
- Platforms: Instagram, TikTok, LinkedIn.
- Content Strategy:
- UGC: Customers share eco-friendly Starbucks habits.
- Influencer collaborations with sustainability advocates.
- Interactive polls about sustainable packaging.
- Metrics: Engagement rate, UGC participation, hashtag reach.
Q5 – Importance of Data & Analytics in Social Media (1.5 pts)
Data-driven strategies enhance decision-making. Key metrics include:
- Engagement Rate: Measures audience interaction.
- Conversion Rate: Tracks social media ROI.
- Attribution Models: Identifies which content drives sales.
Example: A company notices higher engagement on short-form videos → shifts budget from static posts to Reels/TikToks for better ROI.