*Please note, this blog post is strictly for educational purposes.
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.)
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.
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|
*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).
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.
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.
*Note: The stats from this email are further evaluated below.
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.
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.