This week we learned the importance of analyzing a marketing campaign. The idea of tying social media to conversions and isolating social referrals may seem like a daunting task, but they're an integral part to tracking goals and social media marketing efforts like brand awareness, sales effectiveness and advocacy. Analytics are concrete data, meaning they can't be changed or altered. The way in which the analytics are approached, however, may vary from person to person. The little bit (or a lot) of time spent in this area help you make the most of your social platforms.
Below are sample analytics for a real company. For the purpose of this blog post, they are known as "ABC Company." ABC Company is a health oriented organization in the Central Florida area. ABC are active on Facebook, Twitter, Pinterest and YouTube. They also send out a bi-weekly e-newsletter to subscribers. We will only be analyzing their Facebook page and e-newsletter.
The first set of data is from Facebook Analytics. During the month of May, one can see they lost more than 50% of the people talking about them despite a .69% increase in total likes. According to the analytics, there was almost a 40% increase in weekly total reach. They reached and engaged the most people when they invited friends to partake in ABC-hosted activities.The fact that their number of "Friends of Fans" is at 340,325 means they have quite a bit of potential to influence this extended network. I think if they can find a way in which to engage them, interest would spark and the number of people talking about them would increase.
What I found the most interesting are the more detailed analytics about ABC's demographics and location found on the next two screenshots. They illustrate engagement rates broken down into gender, age, countries, cities, and languages. Women make up more than half of the total demographic with 60.3%, with 28.6% aged 25-34. This is also their most engaged demographic. If this is their ideal target market, the data shows they are posting the right type of content to keep them talking about the ABC brand. If females 25-34 are not their ideal market, they will surely need to reevaluate the content being posted so as to reach other segments of the market.
Males in the age range of 25-34 are also the most reached by ABC. The data shows that their audience is made up of mostly English speakers in Orlando. It is not surprising to see Spanish as the second-most popular language, as Puerto Rico is the second country in the list of countries being reached. The way in which they reach people is mostly by viral page content.
The final set of analytics is of their email newsletter. I found this piece of analytics the most alarming. Although ABC has an almost perfect delivery rate at 99.3%, the number of opens and clicks should be causing them to make immediate changes to the contents of their newsletter. Out of 2,606 delivered emails, only 661 people opened them and only 72 found something worthy to prompt a click. And if that wasn't enough, the lack of conversions from the number of clicks is a sure sign of an unsuccessful email campaign.
In short, ABC Company has a lot of room for improvement on their Facebook page and email newsletter. Re-evaluating goals would be my first recommendation for ABC. I think their Facebook would see much more engagement if it provided interactive material with polls, quizzes, contests, sweepstakes or puzzles. This would also evenly spread the opportunity for engagements across the demographics.
Then, I would suggest sharing information that complements what ABC offers in their email marketing campaign by including things like behind-the-scene images and videos, photos or videos of employees, sneak peeks of an upcoming event or sale (remember those higher numbers of engagement when they used the word "Join" in posts), previews of future projects or offerings, funny videos that relate to their business and other great links of information ABC has come across. By sharing pieces that delight, engage, and entertain, numbers for click rate and conversion will likely increase.
Facebook
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