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Data Driven Strategies for Increasing Engagement

This post as with most of the content on (DarleenLove4Learning) is for the purposes of fulfilling a college assignment.

ABC

The ABC Company, based in Central Florida is a health-oriented business that is very much engaged with social media, along with a Facebook page, ABC has a Twitter account, Pinterest page and YouTube Channel. ABC sends out a bi-weekly e-newsletter and utilizes an email marketing service for its distribution. Like any company ABC wants to increase business and reach more customers. As a social media consultant I have been hired to help them analyze their social media efforts. My scope of work will include a review of ABC’s Facebook Analytics along with the results of an email e-newsletter distribution. Based on that data I will make recommendations on how ABC should move forward with a total IMC plan for more engagement.

The two data sources include ABC’s Facebook Analytics and ABC’s Bronto results from an email newsletter sent out on May 21, 2013.

How to Use the Data

Facebook Insights allows businesses and marketers a snap shot into the how well their content is working, who is looking at it, where they are located, even how old they are. Using this data a social media manager can identify areas of improvement and pinpoint what content is driving engagement.

Engagement data can be harvested from many other sources one being, email marketing sites such as Bronto. Bronto provides statistics on how your customers engaged with your latest email blast or email campaign. Most email marketing sites provide reporting as part of the total service package. There are many email marketing firms available and for those interested in going that route as part of an overall marketing mix, I have included reviews of the top ten email marketing firms.

Great Facebook Possibilities—For ABC

Engagement

Between the period of May 7th and June 2nd ABC had 880 likes, up 0.69%, there also was a total possible reach, based on these likes of 340,325 friends of fans, giving ABC the ability to reach a much larger audience.

During this period ABC was posting at least once a day and on some days they posted more than once. The post with the highest engagement was regarding a Group Fit event that reached 509, engaged 13 and had 4 people talking about it. This post went viral at a rate of 1.96%!

ABC’s June 2nd post enjoyed an even higher virality rate of 4.29%, this post recognized National Cancer Survivors Day occurs on that date. This is an excellent example of the type of content their community is looking for and content that is relevant to friends and fans of more than just immediate followers.

Overall people talking about ABC is down by a little over 50% drawing me to the conclusion that content should target a larger community interested in health and wellness. Content that would entice the community to share with family, friends and fans in an effort to reach that larger population of 340,325.

Demographics Worth Noting

florida

 

The ABC community is 60.3% female between the ages of 25 to 34. However we don’t want to overlook the male population which is represented by a little over 38%. The majority of ABC’s followers are from Orlando Florida or the state of Florida who speak English. Spanish is the next language present amongst the community therefore it may be worth considering posting content in both languages to test its engagement.

Organic reach from the community appears flat no matter how you look at it. But page views are all over the place, lots of dips and spikes. The only way to describe it is inconsistent. So I recommend ABC takes a closer look at the content that caused the peaks and recreate and retool similar content with more consistency. Perhaps using Hootsuite for scheduling although it’s not clear if they are using a dashboard tool to post content or not.

My recommendation for ABC’s Social Media efforts include the following:

Include Social Sharing buttons wherever possible.

Create a content calendar at least thirty days out.

Include relative health related special days or memorials to engage organic community and reach fans and friends.

Repurpose Facebook content across Twitter and Pinterest.

Repurpose YouTube videos on Facebook to include links or bitly links on Twitter.

Use more images, by the content of the posts listed it does not appear that ABC is using images. Therefore I would recommend including images in most posts. Any image that is used on Facebook or Twitter should also be posted on Pinterest to build up ABC’s gallery.

I also recommend using Infographics that pertain to health and wellness.

Include lists and polls to engage and grow the community.

Bronto Email Campaign

According to silverpop.com the average open rate of an email marketing campaign is 18%. ABC’s Bronto stats reflect and average open rate of 25.4 %, so in the case of email marketing ABC is doing well. However we need work on click rates and conversions.

Email

My recommendation for Email marketing includes the following:

Continue to promote the e-newsletter via Bronto.

Include a link to the e-newsletter across all social media platforms.

Include a call to action with a reward, or coupon to get people to click-through or to conversion.

Ensure the email marketing template is mobile friendly.

Include a QR code that leads readers back to your social media platform.

Retool the e-newsletter content and start a website.

Ensure email campaign runs parallel to all social media platform, same message, same logo, and same theme.

Conclusion: ABC has a great foundation for improvement. By using a content calendar, repeating high engagement content and introducing new content over time, we should see better results. ABC should designate a social media specialist to monitor and listen to all social media channels via either a dashboard type site or manually. ABC need to cross promote all their social media channels on every piece of content they send out. It is assumed that ABC currently does not incorporate social sharing buttons therefore that will be first on my list of recommendations. The good news ABC has a great potential to grow their community as demonstrated by the sheer reach of the organic followers.

 

Resources

https://www.facebook.com/help/

http://email-marketing-service-review.toptenreviews.com/

http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf

SEO TOP TEN TIPS WORTH SHARING

USPS Public Relations Professional Passing on Valuable SEO Tips!

 

 

 

 

 

 

 

 

 

 

 

Simple and smart tips provided by Dan Simon contributor at team Cognito are worth sharing.

1. Content: Write good content that is updated regularly. An obvious yet basic quality control issue.
2. Showcase coverage: Add a Newsroom to store updated content.
3. Keywords: Use tools such as Google Analytics to see which keyword phases result in the most goal conversations.
4. Phrases: Select a niche hey phrase with lower competition. Use this free site to find your niche http://www.wordstream.com/keywords
5. Keyword Ratio: Use your Keywords Wisely.
6. Text Styling: Use bullet points, bold or italicized words.
7. Images: Use keywords in the title and the tag of the images you include.
8. Video Tags: Tag videos with the proper keywords to rank higher.
9. Hyperlinks: Hyperlink phrased that contain your keywords.
10. Analytics: Conduct regular Analysis via Google Analytics or other search engines that can help you analyze your data.

 
Search Engine Optimization takes planning and thought. As I said in my earlier blog posts we must learn to “Post on Purpose.”

 
What does posting on Purpose (POP) require of us? POP includes ensuring we are using quality content, keywords and niche phrases, images and videos with titles. We can also re-purpose content by converting it into a Slideshare presentation. Slideshare can be used with a PowerPoint deck it could simply be a document, yet the best part is that Google indexes the content within seconds. Making you and your content more searchable!

 
Images: we all know we should include images but we must remember to include a good titles and tags on images or videos we post. Keywords used on tags or titles will make our total content more searchable. We can all start with our profile photo. Do you have a title under your photo? If you don’t you are missing a searchable moment which could mean more traffic to your site.

 

 

Challenge: Take a blog post and convert it into a slideshare presentation and upload it to slideshare. Is your content searchable?

http://www.wordstream.com/niche-keywords
http://www.linkedin.com/company/cognito

Boxing Clever-(Social Media Analytics) -The Old- One- Two

How-To-Get-Your-Next-3-Clients

After reading six articles and viewing one Infographic in an effort to try to take my best shot at Social Media Analytics, my conclusion is that…..in theory, it makes a lot of sense for a business to use these tools to track and learn how to listen to their social media audience. Don’t get boxed into a corner in trying to choose one site because it may take significant amount of time to determine which one of the Social Media Analytic platforms fit your needs. Be it your personal brand or a new client you are trying to land, without a doubt  you are stepping into the ring.  Now to prepare for the bout.

We have all used Google to search subjects and have been frustrated at all the “noise” versus content we receive back, (Ads, something not even close to our search subject, even the Yellow Pages pop up ) we have all been there. This can lead to frustration and make us want to throw in the towel let us remember Social Analytics is a way to cut down on that “noise” and get in there.

boxing-gloves1

Before the bell rings, we must prepare ourselves mentally by thinking about: Time….If you are in the business of Social Media, and Social Analytics  you can save yourself  a lot of time, especially, when you have no time, by taking a few tips.  If you are trying to land a new client or keep an existing client happy, Social Analytics makes the art of social listening and its data, a lot easier to get your hands on. Social Analytics provides a tool to target WHO is listening, WHAT is important to them and what they are TALKING about. Simply knowing that your clients brand was mentioned is not enough to win, knowing in what context, can give you that extra shot you may need to win over a new client or retain one.

Before you step in the ring, remember to learn the lingo. Social Media Analytics provides a platform to do just that. Even if you only have a day to train, Social Analytics can at least make you confident enough that you can hold your own. Don’t let anyone beat you to the punch, get in there and learn the art of Social Media Analytics, now get in there…Ding, Ding Ding.

Which Analytics tool should you use to prepare? That all depends on the time you are willing to put in to train:

Social Media Knock-Out!

To land the client, win the belt, or retain your title you need to be on “Social Ears.” Socials Ears is an on-line subscription based system that blends traditional social listening technology that scans social media channels such as Twitter/Facebook/LinkedIN with content analysis technology that just started to be used by advanced search engines. Having inside information like this before you step into the ring will give you a considerable advantage over your opponent or any challenger.

For those of us not about to take on a prize-fight but still want to be a contender we can check out the following (Free Apps) to train for any upcoming social analytics challenge we may be facing:

Hootsuite-(Free)-Manage multiple network and platforms in order to measure engagement, even specific campaign results. It’s easy to use and you can monitor up to five profiles.  (Knock-out)

Buffer-(Free)-Sharing platform helps you to schedule sharing therefore allowing you to have someone in your corner. Buffer will help you schedule posts, tweets and content before the bell rings.

Let’s Get Ready to R…….

After reading six articles and viewing one Inforgraphic in an effort to try and take my best shot at Social Media Analytics my conclusion is that…..in theory it makes a lot of sense for a business to use these tools to track and learn how to listen to their social media audience. Don’t get boxed into a corner in trying to choose because it may take some significant amount of time to determine which one of the Social Media Analytic platforms fit your needs. Be it your personal brand or a new client we represent stepping into the ring, we all need to prepare for the bout.

We have all used Google to search subjects and have been frustrated at all the “noise” versus content we receive back, (Ads, something not even close to our search subject, even the Yellow Pages pop up ) we have all been there. This can lead to frustration and make us want to throw in the towel let us remember Social Analytics is a way to cut down on that “noise” and get in there.

Before the bell rings, we must prepare ourselves mentally by thinking about: Time….If you are in the business of Social Media, Social Analytics can save you a lot of time, especially when you have none. If you are trying to land a new client or keep an existing client happy, Social Analytics makes the art of social listening data a lot easier to get your hands on. Social Analytics provides a tool to target WHO is listening, WHAT is important to them and what they are TALKING about. Simply knowing that your clients brand was mentioned is not enough to win, knowing in what context can give you that extra shot you may need to win over a new client or retain one.

Before you step in the ring, remember to learn the lingo. Social Media Analytics provides a platform to do just that. Even if you only have a day to train, Social Analytics can at least make you confident enough that you can hold your own. Don’t let anyone beat you to the punch, get in there and learn the art of Social Media Analytics, now get in there…Ding, Ding Ding.

Which Analytics tool should you use to prepare? That all depends on the time you are willing to put in to train:

To land the client, win the belt, or retain your title you need to be on “Social Ears.” Socials Ears is an on-line subscription based system that blends traditional social listening technology that scans social media channels such as Twitter/Facebook/LinkedIN with content analysis technology that just started to be used by advanced search engines. Having inside information like this before you step into the ring will give you a considerable advantage over your opponent or any challenger.

For those of us not about to take on a prize fight but still want to be a contender we can check out the following (Free Apps) to train for any upcoming social analytics challenge we may be facing:

Hootsuite-(Free)-Manage multiple network and platforms in order to measure engagement, even specific campaign results. It’s easy to use and you can monitor up to five profiles.  (Knock-out)

Buffer-(Free)-Sharing platform helps you to schedule sharing therefore allowing you to have someone in your corner. Buffer will help you schedule posts, tweets and content before the bell rings.

Let's Get Ready to R.......

Let’s Get Ready to R…….

Klout- (Free)-Measures your on-line Klout through the most popular social media forums. (Pound for Pound) you can get an easy to understand score.

There is an entire world of Social Media Analytic sites that anyone can use to prepare for the next big prizefight. Some of the analytic tools are free and easy to use, while others I have not chosen to mention in this post are complicated and would require a champ to be able to begin pounding away for results. As a Lightweight, for now, I am staying in my corner. Pull up a seat, and make it a ringside seat to explore your many options to become a Social Analytics champ.

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