Facebook Analytics Exercise: “XYZ Company” and IMC

This week in Intro to Multimedia, we’re examining data derived from Facebook analytics regarding a company we’re calling “XYZ”, which is a heating and cooling company in Western Massachusetts. XYZ provides installations, maintenance, and repair services. The company currently has a Facebook page, a website, a Twitter account, a Yelp page, and Google+ page, and sends emails to recipients within a thirty-mile radius of the business.

Data Insights

Screenshots of data provided by Facebook analytics, which cover both monthly (summer to fall) and recently weekly page activity is rather telling. For example, Facebook ads and paid reach are driving most of XYZ’s likes and other engagement. Summer months tend to drive interest in product and service related posts, likely because of greater need for cooling in hotter months. Judging by the provided data, there’s no particularly advantageous day to run an ad, but between 6:00 PM and 9:00 PM is when the company should run ads, as the people they reach are most accessible during the evening hours. Pictures of unit models actually being installed in real locations tend to see lots of post clicks and shares. Also, posts about special offers on services and products appear to drive a lot of clicks and shares.

ads and likes

The most receptive crowd are English speakers in the Springfield, MA area. Those most likely to “like” the page and become followers are younger men age 25-34 and women age 35-44. Depending on marketing goals, posts are being served a little off-target if the company desires more “likes”, as men age 35-44 are being targeted, but are not the most likely to “like” the page. However, if the company desires more shares, the male, 35-44 group is the best target, as that demographic shares more posts than any other.

who is targeted

Posts are being served less efficiently to women. In the past week, ads have heavily targeted women age 18-24, one of the most marginal demographics who historically “like” the page. Women age 45-54, who are most likely to share page content and are fairly likely to “like” the page are not being targeted nearly as much as less reliable groups.

who likes the page

Using Insights and IMC

One of the most important aspects of good IMC is consistency. XYZ Company does appear to practice consistency in its voice and post content, but its consumer targeting would benefit from some fine tuning, and the application of some marketing goals.

XYZ Company would do well to focus on page likes as a first priority. Being a small, local business, whose service and sales reach is currently around thirty miles in radius, XYZ will want to focus on keeping in touch with its past, current, and prospective customers, establishing a loyal customer base. Shares and awareness are important, but their organic reach can’t be controlled or predicted. To be more specific, XYZ would benefit more from word-of-mouth recommendations that reach other locals, rather than organic reach that may extend to people outside of XYZ’s service and sales area. Collecting local followers will support building a repeat customer base, and local word-of-mouth may prove to create awareness in a more optimal service and sales range.

To achieve more likes, and thereby, more loyal, local customers, XYZ should try and create a Facebook ad, on-the-job photo post, or featured product photo / offer post, and fine tune the targeting parameters within Facebook ads. Using the insights gleaned from Facebook analytics, the best way to gain the most page likes would be to target women age 35-54 and men age 25-44. Running the ad during peak hours, from 6:00 PM to 9:00 PM, and manually pausing before and after this block of time may further help to achieve more likes per dollar spent.

follower activity

To lend more strength to such a campaign, XYZ Company should invest some effort on other social media channels where their brand lives. When examining the data and insights provided via Facebook analytics, it appears that XYZ’s Facebook page sees clicks and engagement with its timeline most, but its info tab, reviews, and photos tab also see some engagement. The company website ought to serve as a bank of even more photos, product and service descriptions, contact info, and other company information, should the Facebook page lead a customer to further research and inquiry. This information and imagery should be consistent with the info posted to Facebook.

The company Yelp page is another great resource for past, current, and potential customers to learn more about the business, its products and services, and, most importantly on this channel, customer reviews and company feedback. Yelp, like Facebook, is a great place for the company to gain consumer insight, and it’s also a great channel for responding to publicly posted comments regarding XYZ. Such responses should echo the company’s persona, and strive to be informative, professional, and friendly.

XYZ also has its own Google+ and Twitter accounts. While Google+ can act as a secondary channel on which to post content similar to that on Facebook, Twitter is a great place to both engage quick and simple customer tweets, and a great channel for XYZ to mention special offers or post eye-catching product pictures. It wouldn’t be a bad idea for XYZ to create a short, sweet company slogan–something catchy, easy to remember, and not too long to type, which can be used as a hashtag on Twitter and also on Facebook for duplicate posts, or posts regarding similar content. For example, in the summer months, while running a Facebook ad for cooling units, use the hashtag, “#XYZcooldeals”, and in the winter months, “#XYZhotdeals”.

A few final ideas…

IMC continues offline, and considering the company is targeting a thirty-mile emailing radius, it would be to their advantage to mention their company hashtags, social media pages, and/or website in any relevant special offers they place in emails, local newspapers, on billboards, or in physical handouts (anything from product and service pamphlets to business cards). The same rule applies to local radio ad spots.

Additionally, XYZ should follow companies in related industries on all channels, especially Facebook, Twitter, and Google+. Keeping an eye on products, businesses, and services that other companies provide, and examining how they’re successfully engaging customers on social media can help inform XYZ’s social media marketing tactics going forward, and may result in valuable leads, or to professional networking, partnership, or contracting opportunities.

Social Media PR Exercise: Hyatt Regency and The Hilton Ft. Lauderdale Marina

(Note: this post is for educational purposes only. I do not work for, nor am I affiliated with Hyatt Regency or Hilton hotels or resorts.)

This week in Intro to Multimedia, I’ve been asked to imagine that I am the social media manager responding to two different cases of customer response–one positive, one negative. I am to imagine I am responsible for PR for both Hyatt Regency (Orlando) and The Hilton (Ft. Lauderdale Marina).

Case 1: Hyatt Regency Orlando

Below is an example of a positive customer review left for the hotel:


Although this review is overwhelmingly positive from a score / rating standpoint, and the customer enjoyed their stay and recommended the Hyatt Regency to fellow travelers and vacationers, they clearly ran into some inconveniences during their stay, and didn’t stray from making mention of a few incidents. Even though the customer was able to stay in a high room, they didn’t get the view they had expected. Due to some inclement weather, the pool was not as clean / sightly as usual, and the client’s massage was not as long as they may have liked. Although they had made reservations for the B-Line Diner, they still experienced a wait, and  though they appreciated availability of a shuttle service to nearby theme parks, they were a bit put off by the daily parking fees for their own vehicle.

The customer left a generous review despite the little mishaps and inconveniences marring their stay. This is a good opportunity to respond to the customer, let them know their praise is greatly appreciated, and gives the Hyatt a chance to address their concerns.

As a social media manager / PR manager for Hyatt, I would begin my response via public post, and would want to say something along the lines of:

“Hi ‘Travelwith3kiddos’,

The Hyatt Regency Orlando would like to personally thank you for your recent review of our hotel. We greatly appreciate your comments, and we’re glad you enjoyed your stay with us. We noticed that you experienced a few inconveniences during your stay with us, and we’d like to extend our apologies for anything that may have interrupted your family’s fun…”

First, I’d address the issues that may have been beyond the hotel’s control, and suggest future solutions to inconveniences that could have been avoided this time:

“…We’re sorry to hear that our pool was not in its typical, fine form. As a hotel that accommodates families, we know how important it is to parents that their kids have fun in safe and clean environments. Florida weather can be unpredictable, and we at Hyatt try our best to stay ahead of it.

Next time you visit us, and we hope you will, we recommend staying during the mid to later autumn months. October and November can be especially pleasant, and cooler and sunnier than the warmer parts of the year. Also, if your family enjoys Orlando and its many attractions, the crowds are much lighter during the off season, whether you’re spending the day in a theme park or enjoying the restaurants and facilities here at the Hyatt.

We’re also glad you enjoyed your experience at the B-Line Diner, and we regret your reservation with Fiorenzo was less than satisfactory. When you return, we hope you’ll try one or more of our other restaurants, including Coconuts Poolside Bar & Grill (a good choice for the whole family) and Urban Tide…”

Now, there are a few opportunities to make some conciliatory offers to the customer, particularly regarding parking fees, the massage, and the room reservation, but it’s generally unwise to offer special services, accommodations, or discounts publicly, and this is where I would attempt to continue the conversation via phone or personal email:

“…If you have some time, Hyatt would like to speak with you via email or phone and ask you a few more questions about your stay, and we’d like to ensure that your next visit with us is even better than your last. Please fill out a customer feedback form here and be sure to leave your email and phone number and mention this post, or simply call Hyatt Guest Services at 800.323.7249.”

As a final touch, as was discussed in this week’s lecture, I would sign the post as myself (simply “Chad, Social Media Manager, Hyatt Regency”, or something similarly appropriate). This way, the customer knows that a real person, not an automated response, is replying to their post. This simple touch lets the customer know that their individual experience with Hyatt is important to the hotel.

At this point, if the customer follows through and emails or calls Guest Services, the Hyatt has a chance to remedy some of the customer’s complaints not directly addressed in the public post. For example, Hyatt may offer to reserve the customer a better parking space next time they visit (since there is no other way around the fee other than a special rate, or suggesting cheaper, offsite parking, which may just be more inconvenient). The hotel could also offer a discount on the next room the customer books, making sure the location is precisely as asked for, and, as a last option, the hotel could offer a discount on the customer’s next massage, since the first did not quite meet expectation.

 Case 2: The Hilton, Ft. Lauderdale Marina

Below is an example of a negative customer review left for the hotel:


This case is quite different from the positive review left in response to a customer’s experience at the Hyatt in Orlando. The post is critical in every regard, and there are no positive comments to fall back on, but that’s okay. In this case, I think I would elect to use a slightly different approach than I used in response to the Hyatt comments. At least to begin with, I’d take some cues from the Red Cross (and they way they handled this PR crisis) and implement a friendly and professional sense of humor:

“Hi ‘Luv2travelwithhubby’,

We wanted to tell you that we’re grateful that you took the time to comment on your experience staying with us, and we want you to know it will definitely not be ten years before you’ll want to stay with us again!…”

Opening with a bit of humor should help the hotel to connect with the customer, who, at this point, may otherwise have little interest in hearing from Hilton, considering the negative experience they’ve had.

“…Although we’re thrilled to hear that your high school chose us to host your reunion, we’re very sorry to hear that your stay with us was below expectation, and unsatisfactory…”

I’d follow up with an immediate apology and concern regarding the customer’s experience staying at the hotel, and then explain that the hotel is now under completely new management. Again, I would address this professionally but lightheartedly.

“…We hope you’ll be glad to hear that since your stay with us in 2008, the hotel is now under new management, and we are taking much greater care of our customers and much greater pride in our hotel. We’ve embraced change, and done away with many of old management’s ideas, including newspapers in the pool (we feel they’re better suited for the dining area during breakfast) and cold showers (this is Florida, not the North Pole), and we’ve made sure that all of our housekeeping staff are wearing watches, or at least know the location of the nearest clock…”

At this point, it would be a good idea to try and move the conversation to phone or email as with the previous case. This will provide the hotel a chance to invite the customer to come and stay at the Hilton again, perhaps at a one-time, discounted rate, so they can see all the positive changes new management has made.

“…If you have ten minutes, we’d like to spare you a ten-year wait, and speak with you a little more and ask you some questions about your stay via phone ( +1-954-463-4000) or email. We at Hilton would like to know what we can do to make sure you give us another chance the next time you visit the Ft. Lauderdale area.”

As in the first case, I would leave my real, first name on the post and disclose that I am the social media / PR manager for The Hilton Ft. Lauderdale, and direct the customer to the contact info on our website.