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.
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.
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.
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.
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.
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.