Analyzing Facebook & Email Analytics for Company ABC (In Your Words 12)

*Please note, this blog post is strictly for educational purposes. 

Company Background

Company ABC is a health-oriented entity in the Central Florida area. In addition to a Facebook page, they also  send out a bi-weekly e-newsletter and have accounts on Twitter, Pinterest and YouTube. 


Facebook Analytics for Company ABC (April 28, 2013 – May 25, 2013)

(*However some information provided about individuals posts is outside of this timeframe.)

ABC FB Overview

As of May 25, 2013 company ABC has 880 Facebook likes and almost a 40% increase in weekly total reach. Facebook “reach” is the terminology used indicating the number of people who have seen your posts. 

ABC FB Reach Demographics

The demographics of the individuals reached by company ABC’s Facebook are predominantly female (60.3%) and mostly between the ages of 25-34, followed by 35-44 years of age. The breakdown of the primary male and female demographics groups is as follow:

Gender Age Percentage of Reach
Female 25-34 28.6%
Female 35-44 13.5%
Male 25-34 13.5%
Male 35-44 9.7%

*Females 25-44 make up 42.1% of the company’s reach, and males age 25-44 make up 23.2%

The strong majority of the individuals reached by company ABC are English speaking (5,027), followed by Spanish speaking (428). Given that the company is located in the Central Florida area, it is not surprising that Orlando (1,634), Celebration (252) and Kissimmee (243) are the three cities with the highest reach.

Also by no surprise, the demographics of the individual “Talking About” company ABC coincide with the demographics of the individuals reached. Females age 25-34 are talking about company ABC most, followed by females age 35-44, males age 25-34 then males 35-44 years of age. These individuals are also primarily English speaking and in the Central Florida area (Orlando, Celebration and Kissimmee, respectively).

Talking about this - Demographics and How While the actual details of the content posted during this timeframe are not viewable, some general information can be deduced from the information provided.

ABC FB Posts

The first post received the highest level of virality. Given that the content of the post was geared toward a national observance, National Cancer Survivors, it is not surprising that this topic was considered more viral than the others. Not only was it an observance acknowledged by an entire nation, but also a topic that affects many – whether it be yourself, a family member or friend. While the reach of this post was relatively low in comparison to others, there were 7 engaged users and 6 people were talking about it. Other posts to take note of include “Join in some…” (5/28/13) and “Join us tomorrow morning in the…” (5/19/13). The post on May 28th reached 428 people, had 18 engaged users and 5 people “Talking about this.” The second post has a larger reach of 509 and an increased number of people “Talking about this” (10), but less engaged users (13). Of the eight posts for which data was provided, these were the three most significant.

How you reached people (no paid)

It would appear there were no paid posts during the time frame under review. Given that the individual post details are from May 27, 2013 – June 2, 2013 and the insights information is from April 28, 2013 – May 25, 2014, it is difficult to determine a definite correlation between posts and traffic. Also with limited information on each post, further analysis is also somewhat undeterminable (i.e. what was the exact wording of the full post, what was linked to, what images were used, etc.). However, what we do see is a spike on May 21, 2013, which is when the bi-weekly e-newsletter was sent out.

Visits to your page

*Note: The stats from this email are further evaluated below.


Email

The email statistics provided by Bronto are shown below. Given that we do not know the content of the email and if there was a call to action to generate revenue, this portion of the information cannot be further evaluated.

Email stats 

There were a total of 2,624 emails sent out for the May 21, 2013 campaign, 2,606 were deliverable and 661 were opened, making the open rate 25.4%.

According to MailChimp, the average open rate for a health and fitness related email campaign is 24.27%, thus making company ABC’s open rate slightly above average. Even more impressive, MailChimp claims the average click rate for health and fitness campaigns is 3.64% and the average soft bounce is 0.83%.

Company ABC’s click rate was far more impressive at 10.9%, and their soft bounce rate was better than average at 0.2%. Overall the email campaign statistics appear to be better than average. 


Improvements, Other Channels & Future Campaigns

In the future, I would continue to utilize posts similar to “Join in some…” (5/28/13) and “Join us tomorrow morning in the…” (5/19/13) posts, as they appeared to receive the most level of engagement.

I would also highly recommend targeting your content to the most dominant demographic – females between the ages of 25-44. This may include female related health-oriented posts, observances of awareness days more geared toward women (i.e. Breast Cancer, etc). Given that a strong portion of this age group of women are likely also mothers, health related tips for pregnant women and young children may also be worth exploring.

While I do think company ABC should also utilize their other social media channels, such as Twitter and YouTube, I believe they would receive the most positive results from the utilization of their Pinterest account given the demographics of their audience and the dominant amount of female Pinterest users.

Although Google+ may not seem like the most active platform for company ABC’s target market, I would still recommend, at the very least, completing an account.  Since the company already has a YouTube account (which is owned by Google), it would be wise to complete a profile on Google+ because of how these two platforms are increasingly being integrated into one another. Additionally, it is wise to be on Google+ for search engine optimization purposes.

In addition to utilizing Twitter as a teaser for Facebook posts and YouTube as a platform for expansion on popular posts, it is also critical that all of these channels are integrated. Not only should each platform contain a link to the other platforms but they should also have a consistent look, messaging and tone. In addition to linking the various social media accounts, they should also include an email sign up on their social media pages, and include links to their social media pages within their enewsletters. This will allow them to grow their social media followers and email list.

Cosmoprof North America Trade Show (In Your Words 10)

Cosmoprof North America is a business-to-business trade show for beauty industry professionals. The event is not open to the general public. The attendee target market includes distributors, manufacturers and buyers for professional and retail stores.  

Cosmoprof has profiles on the  following social media channels:

Facebook

Twitter (@cosmoproflv)

LinkedIn

Pinterest

Instagram

YouTube

Of the channels listed, Twitter appeared to be the most active, with numerous posts throughout the event, many of which included the following hashtags: #cosmoprof2014, #CPNA2014, #cosmoprofna, as well as hashtags for booth numbers, which appears to be common practice for trade show social media promotion.

#CPNA2014 and #Boothnumber

Prior to the event, there were a limited amount of Tweets sent to promote the event. There were two Instagram posts prior to the event showing where registration takes place and advertising the interactive area at the trade show.

Instagram Registration

 

Pre-event FB Post BeatE PanelThe Cosmprof Instagram account had 40 posts total from July 11th promoting the event, through July 16th, following the event. While many of the post during the event included exhibitor booths and products, the post-event posts seemed irrelevant to the event.  The Cosmoprof Facebook page had only 8 posts during the event, and one prior to the event promoting their Beaut-E Zone panel.The Beaut-E Zone concept was an interesting touch, in that it aided in the creation of content, but pointed back to the panelists’ social media accounts (i.e. blog, YouTube, etc.) rather than Cosmoprofs.

 

 

Cosmoprof Pinterest

Cosmoprof’s Pinterest account has only 7 boards and is relatively inactive, especially given the target market (the beauty industry). While there is a Discover Beauty 2014 board that has some beauty products on it, they were posted almost 4 weeks ago. Their YouTube account is also relatively inactive with only two videos, one of which is labeled CPNA 2014 Event Highlights but was posted prior to the trade show and contains content from the 2013 event. While they have a LinkedIn account, it is private, so I am unsure to what extent it is used for the event.

Overall, there was not an extensive amount of pre-event social media content, and it is evident that Twitter was by far their social media channel of choice during the event. While they did use hashtags for the event, they could have increase awareness of them prior to the event and encouraged vendors to set up an account well in advance. It appears they used hashtags for many of the exhibitor company names, rather than Twitter handles, which I can only assume is because they do not currently have an account. As the hashtags caught on, you saw more and more retweets from the Cosmoprof Twitter account. Upon the conclusion of the event there were many goodbyes using the previously mentioned hashtags, and the event date for next year was also released.

Next year's date retweeted

It is not surprising that Twitter gained the most attention throughout the trade show. Social media channels that offer real-time updates seem more conducive for live events. Also, for an event tailored more to industry professionals, maybe exposure on other platforms is not as critical, as they are more interested in building relationships. While Instagram and Pinterest would seem to be a good demographic for this industry (i.e. young females), the images posted are less appealing as they are more about the trade show than the products accessible to the public. Given that this is a business-to-business event (not business-to-consumer), this may be why Twitter is more fitting.

Cosmoprofs social media presence included a limited amount of resources for exhibitors, and could have included more tweets with photos throughout the show. While there were a few pre-event social posts, and one showing the location of registration, there were not many, and there were none promoting Las Vegas. Even their website has few resources about Vegas; however, it does include more than enough information about the trade show event.

Interactive Technology areaOn their website, and in a limited amount of social media post (some of which were mentioned above), there is reference to some intriguing concepts conducive to the beauty industry and  internet marketing. The trade show included an Interactive area, which provided event attendees with the opportunity to utilize analysis tools to better understand their online presence. There was also a “Beauty Gone Viral: The YouTube Influencers” event, which included a five person panel of beauty experts that discussed YouTube as a growing media channel in their industry and how video plays a massive role in communication for beauty brands.

Beauty Gone Viral YouTube Panel

Digital Mobile App OpportunitiesNot only did Cosmoprof provide internet marketing educational resources/events, but they also included   Digital Mobile App Marketing Opportunities for exhibitors/sponsors which included mobile showrooms, promoted posts, push notifications and sponsorships for the exhibitors.

Cosmoprof also integrated “Print Buzz” and Press Releases in the the marketing mix to share what has been said about the Cosmoprof North America show. Also on their website is the option to subscribe to the Cosmoprof newsletter, which is a great way to integrate their marketing efforts and maintain contact following the event.

Screen Shot 2014-07-16 at 8.15.55 AM

Cosmoprof has a relatively consistent look, with the green Cosmoprof logo on all platforms; however, the resolution could be improved on a few. They also feature a woman in a blue whimsical dress on some channels, but a more dated green background (that matches their logo) on their less active channels.

Facebook Profile

Cosmoprof on Facebook

YouTube Channel

Cosmoprof on YouTube

Overall, this appears to be a very extensive event. Some of the highlights that stood out to me, and were previously mentioned, were the implementation of a Beaut-E Zone panel, designed to help create social buzz, as well as the resources for beauty business owners (i.e. the interactive area and panel of YouTube speakers).

One item I feel as if they could improve upon themselves, is the use of videos. While there were two videos posted on their Facebook page during the event, they were not included on their YouTube page, which could use a facelift (no pun intended) and some more video uploads. With a panel of speakers strictly tailored to YouTube, Cosmoprof clearly knows the importance of video but has yet to implement it themselves. Additionally,  while their site is very informative and has a lot of information, it’s a bit busy. I would think they may be able to benefit from an exhibitor log-in that keeps track of any important dates, information, check-in’s, locations, etc. for each individual vendor. Lastly, their website includes a photo gallery, but they are of images from the prior year, rather than a live feed of 2014 images. In closing, while they may be slow to update some items such as their photos and YouTube channel, only two days after the event they started their countdown on the website for next year.

Website 2015 dates

IMC Brand Review: SHAPE Magazine, Food Network and SELF Magazine

SHAPE Magazine 

Facebook: 2,121,577 likes

SHAPE Magazine on Facebook

Twitter: 331K followers

SHAPE Magazine on Twitter

Instagram: 74,149 followers

SHAPE Magazine on Instagram

Google+: 273,006 followers

SHAPE Magazine on Google+

Pinterest: 265, 329 followers

SHAPE Magazine on Pinterest

YouTube: 3,304 subscribers

SHAPE MAgazine on YouTube

With the exception of YouTube, SHAPE Magazine has consistent imagery across all of the platforms listed above. SHAPE’s July/August 2014 cover girl, Jillian Michaels, is featured on the cover photo of nearly all of the social channels (with the exception of Instagram which has rotating images). The current magazine cover that features Jillian is used as the profile picture/icon for all of these platforms. However, SHAPE Magazine’s YouTube Channel is behind the times to say the least. With a bland template cover photo and a dated image of a mystery woman as the profile picture, Shape Magazine could greatly improve its presence on YouTube by updating it’s look to be more consistent with its other social platforms, and by of course producing content more regularly.

SHAPE Magazine’s messaging is consistent across platforms (again, with the exception of YouTube). Similar content is posted on all of the sites, some of which link back to the Shape.com website.  Content is up to date, with posts occurring several times a day. In fact, on the day that I evaluated their activity, it appears they post almost hourly during morning to evening hours on their most prominent platforms. With content that would be easy to produce videos from (i.e. how to exercises, etc.), Shape Magazine has not leveraged the power of YouTube, and last posted videos around a year ago.

Shape utilizes hashtags on the appropriate social media platforms; however, they appear to be utilized more on Instagram than on Twitter. They are also used on Google+ in regards to the general subject matter of the post (i.e #yoga). While I believe SHAPE could benefit from increasing the use of hashtags on Twitter, they certainly realize the importance of hashtags, and are making an effort to create their own trend with the #caughtbeinghealthy contest.

While Shape does a great job of driving individuals to their website from the various social platforms (which is the ultimate goal), the social channels could be better integrated with one another. Shape has successfully integrated their content across social media and has done a good job of posting regularly (again, with the exception of YouTube) with consistent imagery and messaging to maintain their brand. Let’s face it though, some platforms are simply better for some types of posts than other, so not all content should always be shared across all platforms. This also gives people a reason to jump around to your other social sharing sites. Shape has an app on their Facebook page that links to their Pinterest account, and a Twitter icon on their Pinterest; however, other than that, the other channels are not linked (even their Google+ and YouTube are not linked) to one another in a way that is easily visible to the user. While I believe Shape has done a good job integrating social media into their website and utilizes it well with consistent imagery and messaging, they could also improve upon their IMC approach by updating all accounts, linking across platforms and giving users a reason to follow them on multiple channels.


 

Food Network

Facebook: 5,260,670 likes

Food Network on Facebook

Twitter: 2.23M followers

Food Network on Twitter

Instagram: 564,957 followers

Food Network on Instagram

Google+: 4,140,694 followers

Food Network on Google+

Pinterest: 326,328 followers

Food Network on Pinterest

YouTube: 123,180 subscribers

Food Network on YouTube

Food Network has a consistent summer look across all platforms. Food Network is wise to use their easily readable and recognizable logo as the profile picture for all of the above listed platforms. While the cover photos for Facebook, Twitter and Google+ are the only identical images, the rest of the cover photo images coordinate with a summer grilling feel.

Content on all platforms is up to date and consistently posted. The day I evaluated the platforms, there were multiple posts per day, and on the most prominent channels approximately every three hours from morning to evening. Food Network does a great job a posting regularly but not too much, and also sticking within their current theme, which appears to be summery recipes, and posting across platforms but also not posting everything, everywhere, all the time.  While the messaging is consistent, it is not necessarily identical.

Food Network utilizes hashtags on Google+, Twitter and Instagram but could benefit from increasing the use of them on Instagram in particular. Much of the material posted links back to their main website, which is the ultimate goal; however, the channels are not entirely integrated with one another. The Google+ and YouTube accounts are linked, as they should be, and videos are uploaded very regularly, as you may expect from a television network. Facebook and Twitter icons are also located on the Food Network YouTube account. The Food Network Pinterest does have an icon for Twitter, but other than that, the other platforms do not promote the other social channels. Again, the traffic is driven back to the Food Network website, which is the most beneficial, and the website promotes all channels. While Food Network does a good job with consistent imagery and content across channels and directing traffic back to their website, they could improve upon their integration across channels.


 

SELF Magazine

Facebook: 1,071,938 likes

SELF Magazine on Facebook

Twitter: 290K followers

SELF Magazine on Twitter

Instagram: 79,642 followers

SELF Magazine on Instagram

Google+: 305,410 followers

SELF Magazine on Google+

Pinterest: 296,397 followers

SELF Magazine on Pinterest

YouTube: 19,344 subscribers

SELF Magazine on YouTube

SELF Magazine has a consistent look across almost all of the above listed platforms. Similar to SHAPE Magazine, they also use the image of their current cover as the profile picture for the majority of their accounts. SELF Magazine’s cover girl is presently Ellie Goulding, and more casual photos of her are pictured on the cover photos of SELF Magazine’s Facebook, Twitter and Google+ accounts. While Instagram appears to be the only account that uses another cover image as its profile picture, the current cover is also featured as a rotating image within the Instagram cover photo. While the cover photo for the SELF Magazine YouTube page is not Ellie, it is an image that fits with the general look – bright, fitness related and clean. 

All social channels are updated regularly, daily for most and every 1-3 hours for some more popular platforms. SELF Magazine’s Google+ and YouTube are appropriately linked to one another and they do a great job of uploading videos regularly to their YouTube channel, which can often be a more difficult and time consuming platform to keep current, especially for a publication, that may not focus as much on videos.

All information is consistent and relevant and they do a great job of using hashtags on all appropriate platforms, but could increase the use of them on Twitter. They actually even use a hashtag in the description of their Pinterest account (#Drop10Diet). Some social platforms are linked to one another  – Instagram and Pinterest are featured on Facebook, Twitter and Facebook are featured on Pinterest, and their YouTube cover photo image has icons for Google+, Facebook, Twitter, Pinterest and Instagram. While they could of course include links to all platforms on every channel, they have done a great job of incorporating a strong majority of them on most channels.

Overall, SELF Magazine has displayed the strongest IMC approach of the three companies evaluated. While there is always room to improve (i.e. integrating all channels, using more hashtags, etc.), SELF Magazine has done a great job of keeping all channels up to date, using consistent imagery and content, and linking back to their website.

Pottery Barn: Consistent Brand Personality (and fabulous decor)

Pottery Barn does an exceptional job of delivering a consistent brand image across multiple platforms, including but not limited to: mobile devices, iPads and tablets, laptops and desktops and even print mediums such as their magazines and even their store displays. Not only does this remain consistent on various devices and marketing materials, but also on their social media channels where they maintain a clean, consistent (and even seasonal) look across the board. By implementing “message integration across all marketing channels” and maintaining a consistent brand personality, Pottery Barn is successful at creating both ubiquity and synergy, as discussed in lecture (Young, 2010).

Pottery Barn Magazine

Pottery Barn Magazine (mentioned above) – Notice image consistency in other media channel shown throughout this post.

Pottery Barns multimedia communications success begins with their immediate prompt to sign up for email newsletters and discounts upon visiting their website. In addition to asking users to opt-in for their newsletters, deals and decor advice, they also leverage the use of multiple social media platforms to spread consistent content among many user. Pottery Barn’s Tumblr account is just one of the mediums they utilize.

Pottery Barn's prompt to sign-up for emails upon entering their website.

Pottery Barn’s prompt to sign-up for emails upon entering their website.

Pottery Barn also offers multiple other platforms for engagement, all of which seem fitting for a home decor brand. Pottery Barn participates in both Pinterest and Instagram, both social sites that allow for image sharing. While I believe Pottery Barn’s Pinterest is more conducive with their products than their Instagram account, I believe both produce a clean look and have a strong number of followers (over 115,000 on Instagram and almost twice as many on Pinterest – over 231,000). Not only are the posts on Pinterest more consistent with their brand, but it appears to contain more beneficial links to home decor advice articles, some of which come directly from the Pottery Barn website and/or blog.

Pottery Barn on Pinterest

Pottery Barn on Pinterest

Pottery Barn maintains two blogs: “Inside & Out” which is geared more toward home decor, as well as “Have and Hold” which includes posts related to weddings and gift registry. While the tie to weddings and home decor didn’t hit me initially, being a former Pottery Barn wedding registrant and creating a “home” with my now husband, I fully understand why they would produce such content.

Like many businesses that are active on social media, Pottery Barn has an exceptional Facebook presence with over 1.4 million likes. The images and messaging Pottery Barn produces are of the same clean imagery and polite voice as their other outlets. Although many users have used Facebook as an outlet for their complaints, Pottery Barn has done an exceptional job of replying  in a timely fashion and converting them from unsatisfied customers to satisfied shoppers and social media enthusiasts. In fact, the Social Media team at Pottery Barn has been so successful that some customers, such as Dennis Jenders, have taken the time to write a full blog post about their sour experience turned sweet. Mashable.com also shared a Pottery Barn customer’s experience as one of their top 3 Examples of Stellar Social Media Customer Service.

Pottery Barn on Facebook - Example of how quickly and politely they respond

Pottery Barn on Facebook – Example of how timely (3 minutes), poised and politely they respond.

While Pottery Barn has a significant Twitter presence with over 51,600 followers, they appear to be less engaged with their customers than they are through Facebook and tend to converse more with businesses (i.e. @SherwinWilliams). They do however maintain the same brand image and are active, but I would not consider this their most beneficial social media channel (from a consumer standpoint).

Pottery Barn's Twitter Profile

Pottery Barn’s Twitter Profile

Again Pottery Barn maintains their consistency on Google+ in regards to brand image and posts similar content to what they share on Facebook. While the amount and quality of content being generated is similar, I believe that Pottery Barn is not at fault for the lack of engagement, but is simply feeling the same results as many other companies, in that Google+ does not have as many active users as Facebook currently does and therefore has less opportunity to engage.

Pottery Barn on Google+

Pottery Barn on Google+

Lastly, Pottery Barn uses YouTube to it’s fullest potential and appears to have been doing so for quite some time. With over 7 million video views since the channels creation in June of 2006, Pottery Barn appears to have got it right by offering tons of professional design advice in well put together, concise videos – so great, I spent more time watching them for this project than I intended.

Pottery Barn’s integrated marketing and brand consistency strengthens the audience’s level of brand recall, sets them apart from competitors by eliminating any level of confusion with other home decor brands while also maintaining their individual identity and professionalism as a top-notch brand (Garafola, 2014). In conclusion, Pottery Barn’s social media success can be attributed to the fact that they are almost everywhere, they maintain brand personality, produce fresh content and most importantly, engage with their customers.

 

Resources:

Young, A. (2010). A Shift From Media Planning to Communications Planning. Brand Media Strategy: Integrated Communications Planning in the Digital Era (pp.49-64). Retrieved from http://www.apple.com/ibooks/.

Garafola, C. (2014). Importance of Brand Consistency in Social Media. Retrieved on May 30, 2014 from http://mittcom.com/importanceof-brandconsistencyinsocialmedia/.