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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

Biznik—-going it alone together!

logo_biznik

 

Biznik is a social network directed at small business owners, independent business owners and people who want to start a business. A social sharing platform that invites small business owners and entrepreneurs to become members of the Biznik community, where people are passionate about their business.

Founded 2005, Biznik was one of the first online communities that blended online interaction with real world face-to-face events. Individual business owners or even want-to-be business owners can join this network to connect with other business owners and entrepreneurs. The site offers rich content to include articles, videos, peer-to-peer collaboration and events members can attend. Biznik members, known as “Bizniks” can learn from other members, get better at what they do, and gain new business referrals.

The Biznik site describes its members as “united by an independent spirit and a common belief that collaboration beats competition.”

Who are Bizniks?

According to Biznik, they are freelancers, independent contractors and small business owners; entrepreneurs, solopreneurs and micropreneurs; students of business, and corporate employees with dreams of working for themselves. From the home page one can view member’s profiles by state and category. A few clicks on the members tab uncovered 495 real estate agents, 468 entrepreneurs, 203 web-developers and 124 event planners, and that was just in the state of New York! Members can be sought out by city, state or by what type of business they are involved in by searching the entire Biznik community. There are hundreds of categories to search from that includes people from all over the country.

Biznik is not another Facebook

Biznik is a social media platform where peers are building relationships, increasing their visibility, strengthening their reputation, and exchanging support.

Permeating all public interaction, is the 95/5 Principle that limits blatant self-promotion and sales to 5% of the content on the site and inside events. This is not a place to find customers, it’s a place to pass referrals, and be a source of opportunities, new ideas and support.

Who founded Biznik?

Frustrated with the selection of business networking opportunities out there, the Biznik community was founded by two independent business owners, Dan Mccomb & Lara Feltin, in an effort to create “business networking that doesn’t suck.”

Members Pay for the Biznik Privilege

There is a basic membership that includes one’s profile and the limited ability to participate for $79 a year. A Pro membership that provide everything the basic does, plus the ability to publish articles, host events and join groups for $14 a month. Or one can choose to become a Pro-VIP for $29 a month that provides all of the above, plus unlimited editorial support and customized assistance.

There is also a free option where users can RSVP for events.

Is Biznik a Stand-Out?

I think the Biznik community provides an excellent way to reach like-minded people who share the same goal–to be a successful business owner!

It is a great place to begin for people who wish they could start a business but don’t know how. The events that are posted to the site present a unique opportunity to start networking face to face. Other members know what the purpose of the site is and are there for the seam reason.

I would recommend this site to people, like my niece, who wants to start her own business as an event planner. What better way to learn than from a peer who is already in the business?

The Biznik concept is solid!

infographic-Biznik

 

Proximity Marketing?

Proximity marketing could work well for this platform. Biznik could use it to announce events to members who might be in the area where an event is taking place. Proximity marketing could also be used to alert members that are within the vicinity of another members store front. Once notified via their mobile device members can accept the invite to attend the event or choose to stop by for a face to face meeting with another Biznik member.

The Marketing Mix for Biznik?

Along with the Facebook, Twitter, LinkedIn and Google+, Biznik could benefit from using Instagram and Pinterest to promote photos from events. Email marketing is a must for this social sharing network, along with more traditional integrated marketing efforts such as television, billboards, trade magazines and mail products such as Every Door Direct Mail by the U.S. Postal Service.

Resources

Infographic

http://stacyshanks.wordpress.com/2013/10/10/the-social-network-that-doesnt-suck/

http://online.wsj.com/news/articles/SB123224434933893663?mg=reno64-wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB123224434933893663.html

http://www.forbes.com/sites/tjmccue/2013/01/15/social-media-maximum-150-friends/

Doing Pinterest Right

Brands That Do A Great Job On Pinterest

http://www.pinterest.com/DunkinDonuts/

Dunkin Donuts! I love the brand and donate money to their cause almost every day. In fact, it’s rare that I don’t donate money to the brand. It was also very easy to find their “official” Dunkin Donuts Pinterest page.

Extremely strong visuals, all I can say is simply mouth-watering. They also posted an offer which was one of the steps for success we learned during the lecture and not everything pertained to selling. Most of the posts were of the products or kooky and adorable ways to let the public know about them. Visiting the Dunkin Donuts “official” Pinterest site was a pleasure; I did not feel like I was being sold to, just happy that the brand I love is also lovable on Pinterest. Visiting them on Pinterest made by brand loyalty to Dunkin Donuts just as strong as ever, they had me at hello!

Love that Coffee!

Love that Coffee!

 

 

 

 

 

 

 

 

 

 

 

http://www.pinterest.com/nyandcompany/

The photos are great, but I did not see any coupons, deals or freebies. Otherwise the photos are extremely inspiring; however this brand is pinteresting to me because I am already a fan.  Not sure if I would seek out their Pinterest board to see what’s new and hot. In fact if you search in “Pinterest” you do not land to their actual page. I had to go to Google search in order to find their web site and then click on their Pinterest plug-in. That makes it hard for their potential followers, but once you find them NY & Company delivers.

Love that Red
Love that Red

http://www.pinterest.com/rachaelraycom/pins/

A plethora of “foodie” information and recipes with gorgeous pictures! Great job, plus there is a plug-in on Rachel Ray’s website that can be clicked to take you right to her Pinterest page. Viewing Rachel’s Pinterest page this way you avoid all the other sites that attempt to be the “official” Rachel Ray Pinterest page when they are clearly not. I could easily have spent hours on Rachel Rays’ Pinterest site; I clicked through on many, many of the recipes.

rachael1

Love that Girl!

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