1. Social Media Strategy & Results Created By: Lauren McGovern

2. 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

3. 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

4. Key Findings Success Fail Quality of posts > quantity
Fewer postsincreased engagementmore sharesMORE TRAFFIC!!!
Ideal gap in posting is 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.

5. 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

6. 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)

7. 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

8. How Often Do You Reach People?
Source: Facebook Insights

9. How Are People Talking About Your Page?
Source: Facebook Insights

10. 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%