Social Media Strategy & Results Created By: Lauren McGovern
Radar Online Social Campaigns: Presence and Performance Twitter 47,627 followers 58.0% increase in followers over the last 12 months Facebook 15,616 fans 67.9% increase in fans over the last 12 months Pinterest 12,889 followers, 33 boards, 1,735 pins 890 followers in ONE WEEK by incorporating NYFW into content strategy Instagram 1,490 followers Launched in August 2012 Tumblr 246 followers
What Are Fans Responding To? Fans respond to: Nostalgia Reminders of moments that made fans happy as kids; it makes fans feel warm and fuzzy to reminisce Photos of attractive celebrities + Visually stimulating content Sex appeal, sex sells (i.e. “We have a crush on”) Black and white photos, vivid photos of nature.. Daydreams of what it would be like to step out of the office Fill in the blanks, humor Fans enjoy laughing at themselves, engaging with Radar and feeling creative Shows that Radar isn’t automating everything or simply posting stories from the website Questions that appeal to emotions following a controversial story Fans LOVE to complain, especially if it involves a moral issue
Key Findings Success Fail Quality of posts > quantity Fewer postsincreased engagementmore sharesMORE TRAFFIC!!! Ideal gap in posting is 1.5-2 hours Mobile traffic skyrockets at night: engagement and traffic spikes from 8:30PM-Midnight Photos do very well at night Humanize the brand with fun themes & content exclusive to Facebook + Twitter Effective community management is key Giveaways are great for fan acquisition Capitalize on events that are brand relevant on all social channels to raise the stock of your brand identity i.e. Pinterest NYFW Variety is the spice of life Fail Giveaways need 2 weeks lead time to develop collateral, promotional strategy, copy and legal approval The more effort required to enter = less entries A giveaway timeline should be short (2 weeks max) to create a sense of urgency The better the prize, the better the outcome (more fans) Posting too frequently: 1.) Statistically decreases engagement 2.) Decreases probability of clicks because readers feel spammed 3.) Drastically cuts the lifetime of posts by overshadowing them with new content 4.) Churns out low quality content, annoys fans and drives un-likes It’s important to maximize engagement because this influences the EdgeRank, or news feed visibility of a post and a Page’s future posts. Engagement is also strong indicator that a post is being seen and receiving clicks for Pages looking to drive awareness or traffic. The study found that the average post lifetime was 3 hours and 7 minutes, while the median post lifetime is 2 hours and 56 minutes. After a post’s death, it only receive a trickle of engagement and there’s little lost by posting again.
Analytics and Performance Metrics Facebook and Twitter are the most popular channels for engagement Existing analytical tools quantify and measure performance according to industry standard metrics Analytics Tools: HootSuite, Bit.ly, Google Analytics, Quantcast, Compete, Facebook Insights, Chartbeat, EdgeRank Metrics to evaluate success: % new readers per channel Change in % new VS returning visitors month over month New followers, fans Virality, as measured by number of likes, comments, shares, retweets, reposts Page views, # of stories read Frequency, return rate
Organic Twitter Follower Growth The number of Radar Online Twitter followers increased 27% from 37,642 to 47,664 over the last 6 months (Data Over Past 6 Months)
How Do You Reach People. Facebook Average Weekly Reach: Sep 2011 vs How Do You Reach People? Facebook Average Weekly Reach: Sep 2011 vs. Sep 2012 We did pretty good with NO BUDGET i.e. paid reach Source: Facebook Insights
How Often Do You Reach People? Source: Facebook Insights
How Are People Talking About Your Page? Source: Facebook Insights
Organic Traffic Growth: Facebook & Twitter Metric 9/10-9/11 9/11-9/12 Total Facebook Traffic 1,117,834 2,236,536 % change 100.1% Total Twitter Traffic 800,419 7,538,582 841.8%