5 reasons you should be monitoring your Facebook insights

It’s hard to believe I am just days away from finishing up a grad level social media and mass communication certificate with the University of Florida. The past six months have been jam packed with high level instruction directly responsible for escalating my social media marketing abilities to an elite level of execution.

A recent article by the Huffingon Post, originally left me wondering “Do you really need a masters in social media marketing?” Dubbed “a lost cause” by Katie Butler; as an upcoming certificate recipient it’s clear her hasty judgment doesn’t give credit to the intense marketing mix this level of training offers someone looking to perfect their capabilities.

I am now confident my choice to complete this program was one of the best steps I could of made to gain the technical skills leveraging me as a leading mass communication specialists.

One of the above articles suggestions was to follow industry leaders. As an intense Gary Vaynerchuk fan, I would’ve  had to follow him for a decade to even get close to obtaining the structured knowledge I’ve gained from this program, in a mere 182 days.

The following evaluation is but a glimpse of the skills I’ve cultivated.

For our last assignment we were tasked to complete an analysis of a functioning companies Facebook insight report. I was able to extract the following action steps, revealing the true importance of monitoring your Facebook insights; far beyond vanity metrics.

1. Overall Synopsis.

The Facebook insight home page reveals much more than simple vanity metrics. It’s important not to get distracted by large numbers, high five yourself and move on. Sometimes even a well performing synopsis can reveal leaks in your campaign; with a technical analysis.

• Their page like ad is certainly giving them a boost in metrics; up 137% in new page likes this week. Which is disproportionate to their engagement rate of 65% with most of their “engagement” accredited to paid likes. When the majority of likes come from paid ads these #’s do little to reveal the overall health of a thriving community or the results of conversions from the campaign.
• With 3.5k reach on their best performing article, showcasing their “March madness mini split” deal, this certainly is an incredible reach. But the real question is how many sales came from that ad? Without knowing the conversion rate of the paid ad it’s hard to determine if the ad performed any significant results, or if it accomplished any goals the owners intended to complete by placing the ad. Goals must be made prior to any campaign, and steps to measure conversions must be in place prior to the ad to determine overall performance.
• The majority of likes came from ads, and it seems a few organic likes came from those who shared the ad. Without having a long term content marketing plan, most likely their ad will leave a void in their web marketing efforts.
• The report also revealed Saturdays and Mondays are the best days for this brand to post their most engaging content.

2. Key Findings.

• The fact that customers are just visiting their timeline and not interacting in depth with their posts, reveals users are not going further into the sales funnel. This also reveals there is no further conversion plan past the rogue Facebook ad.

• It’s very interesting that one person found them through Google search on February 6^th. A top priority of mine would be to track back what it was that brought that user to their Facebook page, as it appears to be the only visit that month that didn’t come from a Facebook ad. This is interesting because it means there was an organic search that took place that led the user to their page. Finding the keywords that user typed in could be a key that further unlocks what their target markets needs/wants. Google and Facebook offer tools to track this sort of function.

• This report reveals that 73% of those seeing the ads are men, who are engaging with the content, but not choosing to become fans. That tells me there are targeted Facebook features that are not being used to capacity or the message is not converting those who have an actual interest for what you are offering. Facebook offers a few neat ad test options that would help get to the bottom of this.

3. Engagement Improvements. 

• It seems the majority of their fans are woman between the age of 25-34. I would use that information to conduct a target market analysis determining how to best word content to further engage that group of people.
• Since we know the exact cities their fans live, I would create content that is distinct to each town. Keep in mind that users on Facebook like to be entertained. I would find creative ways to incorporate user generated content to build a more robust and organic engagement.

4. Incorporate other channels to boost results.

Engagement results on Facebook actually offer insight into how people will react to your content across the web. It’s the ultimate focus group. The above report reveals how well content is being received and how to adjust to creating content in the future.

Without looking at how all channels are performing, it can be tough to address this issue. Assuming though, that all channels have the same visual branding I would advise this company to use each channel natively to how the users operate within each platform.

Twitter is used for news related content.

Facebook is used to entertain and connect local communities.

Instagram is to illustrate raw, behind the scenes, footage that bring your brand life; in real time.

LinkedIn is used to connect with other professionals.

5. Effective future campaigns. 

Running a rogue Facebook ad to boost a sale is never an effective marketing plan. An effective social media marketing campaign doesn’t start and stop based on your sales seasons. But, is an ongoing perpetual organism continuously working towards creating a community around your brand.

To integrate a masterful mix of marketing that actually results in completing a goal, requires a plan.

If this was my client.

• I would conduct an in-depth target market assessment.
• I would create a soft launch built around the newly defined target market.
• I would create a monthly content calendar following the 70/20/10 rule.
• I would advise them to create an offline event that we could spend 3 months marketing to bring new customers online; using face to face and proximity marketing strategies.
• I would create a blog title “HVAC University” by partnering with local technical schools as I way to build the company as a industry leader.
• I would set up a lead conversion tracking system on their website that integrates with their social media efforts to determine ROI.
• I would find creative ways to incorporate user generated content.
• I would work tirelessly to build and foster a community that will one day market for them.

Event Marketing Review of the 2015 Catering Conference in Las Vegas

As “the most comprehensive Trade-show in the Catering industry” this year’s event was held in Las Vegas, NV from March 8^th-11^th attracting thousands of attendees, vendors and celebrity chefs passionate about their craft.

Just before the doors opened KTVN2 highlighted an emotional portrayal of the events history that included how Cater Source has earned its place as “the world’s premier resources dedicated to the education and growth of catering and events professionals.”

As a current Grad student with the University of Florida’s Mass Communication Marketing program, this week’s assignment required us to monitor and review the overall performance of the annual event. The following interpretation is a marketing student’s perspective of the event’s overall IMC performance.

• Social Media Integration

Prior: Great communication overall on twitter, but a bit lacking on their other social channels. I was notably impressed that they were able to keep the online chatter happening all year round under the event hash-tag #CSE2015. The real engaging promos began four months earlier with the announcement of celebrity chef Marcus Samuelsson.

Missing. I discovered there were over 70 speakers in total scheduled at the event that were not mentioned socially. Starting in November, there was ample time to tell each of the chef’s stories on Facebook and an overview of what each planned to discuss would have greatly increased interactions and connections. 

During: There was a very engaging consistency of “in the moment” events (shared on Twitter) that alerted visitors via step-by-step updates of what was happening over the 4 days. Posts included highlighting vendors, event activities and fun events and “tweet ups” that happened as networking contained on and off the event grounds.

Missing. Images were scarcely shared by catersource during the event both on Twitter and Facebook. Although the posts included rapid fire info on what to do and where to go during the event, the lack of visual media fell stagnate in the cascade of posts taking place. More images and video updates would probably resulted in more interaction.

After: I found No posts made after the event. As of March 14^th there hasn’t been a post since the 11^th across all channels. And no mention of the show in their March 12^th Newsletter.

Missing. An overall recap was only present on Twitter. It’s still early so I’m wondering if a recap will show up in their next newsletter. Hoping they continue the momentum by telling compelling content marketing stories build around user generated content.

• The Most Responsive Channel.

Although they are active on all major social channels the best response by far is their Twitter responses found under the hashtat #CSE2015. Hundreds of tweets were sent out in the form of tips, alerts, promos, speakers, and of course exquisite cooking examples.

• Type of Content Shared.

Facebook. Populated 7 posts during the event that took place between the 8^th-10^th. There were no posts on the last day of the event and as of the 14^th no post event content has been posted to their page. The majority of the posts were live event actions shots of folks at the event. There were two promo posts alerting guests of a very broad promos. There was one post for a local Vegas event.

Instagram. included behind the scenes photos of neat finds as cater source made their way through the event vendors.

Twitter. Had the most engaging mix of content and included everything from schedule recommendations, demonstration, educational opportunities and evening meet up opportunities.

The opening tweet was a promo that….

…was then followed with a play by play of what to expect during kick off.

That continued with session, demo and discovery alerts throughout the day.

Careful: Keep content relevant to the platform in use. I noticed their tweets lacked digital media such as video, or photo clips. The photos they did post came from Instagram shares that had a link back to Instagram.

• Online Engagement.

Cater Source did a superb job keeping on top of a variety of day’s events. I was just disappointed that they were all text only updates a small portion of the posts had media images.

• Sponsor Promotions.

Fantastic job showcasing vendors at the show but I didn’t see any posts highlighting or even explaining how their sponsors fit into the overall event. With over 50 sponsors there was a missed opportunity for one of a kind content marketing.

The only thing I was unable to determine was whether the awards given during the event were named after sponsors or even funded by sponsors. If so, that would have been a great time to showcase the sponsors in post format.

• Examples of IMC.

The ultimate mix of IMC should be ever present across both traditional and digital marketing plans. Since I only monitored the digital marketing functions I was only able to compare email, social and website marketing formats. In the 2 emails I received after signing up for their newsletter, neither email mentioned the event. There was a newsletter sent the day after the event ended and still had no mention. Great newsletter overall. Compelling content, great visuals and neat tips. But there was a missed opportunity to showcase the wrap up, thank sponsors, tell attendees stories and continue the connection process and community building format.

• Branding Consistency.

Although the use of their logo is ever present, that really was the only digital consistency I found across 5 of their major used platforms. Inconsistent branding leaves visitors confused and promotes a loss of confidence in what a company is capable to achieve. When branding is inconsistent it creates the appearance of inferiority.

• Outstanding Highlight.

In the world of content marketing businesses are desperately seeking high quality content. For that reason I’m excited about the amount of user generated content they were able to gather. Depending on how they use this, there is a chance to double next years participation.

Here’s an example of how to make the most of “User Generated Content.”

• What was Missing.

I feel they missed the opportunity to create a seamless event function across all web platforms. For example for 5,000+ likes on Facebook their engagement percentages were rather low. Knowing how to communicate on each platform may have resulted in more responsive content.

On Facebook, users expect to be entertained and learn something new.

Also, I’m curious if they set up steps to determine the event’s ROI? Was there a goal set to to reach a certain # of likes/follows prior, during and after the event? If not, this would be the most harmful missed opportunity.

Narrowing down Chipotle’s Social Media ROI; a Grad Student’s Case Study

University of Florida Assignment by : Ashley Branhut-Shields & Sarah Stahl

Determining Social Media ROI is an arduous task that requires the completion of specific steps including detailed preparation, unbiased analysis and the agility to adjust. Social Media has muddied the once clear ROI analysis because now, the human factor is involved.

In the past, marketing has been reliant on the action of the masses. Now, marketing is reliant on the actions of one individual at a time. Can you really assign ROI to a business connection? If you can track the results of that relationship, yes!

With only 2% of the Internet’s data currently explored there is still so much to learn about how to quantify an individual customer relationship.

Listening

More than likely, you have never seen or heard a Chipotle advertisement in your local newspaper, on television, flyer in the mail, or on the radio.  That’s because Chipotle does not believe in typical traditional marketing.  Chipotle uses $6 million a year to advertise across all mediums.  That is practically nothing when you look at their competitors, McDonalds which has a $650 million budget and Taco Bell with a $280 million budget for the “Think Outside the Bun” campaign.

After instant social media success on YouTube and 5,700 movie theaters, Chipotle ran its first television advertisement in 2012 during the Grammy’s and it was the first and only time it was ran.  The two-minute video highlights Chipotle’s “Food with Integrity” motto by depicting homegrown sustainable food practices.

Even if Chipotle doesn’t believe in advertisements, their “Back to the Start” video gained a lot of attention and even won the best TV campaign at Cannes.  We graded Chipotle at a C in terms of listening because they do not engage in listening often, but when they do they have amazing results.

We recommend that Chipotle continue to produce short video advertisements like “Back to the Start”.

Conversing

For advertising, Chipotle tends to focus on word-of-mouth marketing.  A Chipotle representative stated, “Our marketing has always been based on the belief that the best and most recognizable brands aren’t built through advertising or promotional campaigns alone, but rather through all of the ways people experience the brand.”  This is very apparent when you visit Chipotle’s website or Twitter page.  In a 2011 Nation’s Restaurant News study, it was found that Chipotle responds to 83% of Facebook posts — more than any other quick-service restaurant. Likewise, about 90% of the company’s activity on Twitter is responding to customers through @-mentions.   On Twitter and Facebook, each team member signs his or her name at the end of a tweet/post, allowing community members to get to know the different voices on the team in a personal way.  Most of these tweets are responding to customer service requests and the social media team usually apologizes for the experience and sends them a link to the Chipotle website to file an official request through the website.  Chipotle also converses with consumers through their annual Cultivate.

The Festival promotes music, food, and Chipotle’s “Food with Integrity” practices.

Conversion

There are several calls to action present both on Chipotle’s site and social media platforms. All of the notable steps lead visitors to a point of sale either by ordering a fresh meal or by making a purchase in their virtual gear store.

Website

The most clear action step on the Chipotle homepage is their option for “Ordering Now”.

Their model for easy ordering is quite progressive with a prompt to download either through their iPhone or Android app.  For the traditionalist, there is still the option to order directly through their site.

Facebook / Twitter 

Chipotle dives further into their brand with a more varied story of what they stand for behind their offerings on Facebook. I was disappointed to find that in 11 days worth of posts two of the four were calls to action. It’s very important to for any size business to follow the 70/20/10 rule when posting to build a dynamic community who is engaged in a brand’s content. The same held true for Twitter since the posts were  relevantly similar on both platforms.  The extra tweets included engaging posts that revealed some pretty neat behind the scenes actions that fans missed out on if they weren’t at particular locations.

Touchpoint Analysis

The most beneficial data we were able to find were qualitative and in the form of mass conversation.  Using the social tool Mention, we extracted 700+ web mentions that largely went un-addressed.  These social references to Chipotle span the entire web and are not just limited to the two social platforms they are present on. Currently, Chipotle addresses Twitter and Facebook mentions and are missing out on the bigger conversation.

It’s very important for Chipotle to get a handle on the conversation and  track visitors at the point they abandon their purchase consideration.  Following with the 6 steps to determine ROI, Chipotle should set up goal tracking conversions to help them further define the impact these unanswered mentions have on sales.

I think that the effort that they put into monitoring all the Twitter posts and responding to almost all of them results in lasting relationships. But again, the conversation is limited by only addressing Twitter mentions and answering Facebook comments.

Effective marketing analysis inputs would include using paid tools to effectively monitor mass feedback services. These are the tools I recommend Chipotle to use to gain back control over the online conversations are:

Mention: Monitor/Respond to conversations – $300/month

Salesforce: Gain control over conversation and feedback process – $120/month

The ROI of Social Media 

The effects {Marketing Cohesion} has on your branding.

There is something optimistically refreshing about an overall Marketing review. I’m sometimes hesitant to share my professional opinions with others as I never want my insights to come across preachy.

Yes, there are lots of companies executing Integrated Marketing perfection. But, there are some that struggle or even lack the time in a day to perfect their marketing efforts as they’d like.

I’m excited to be given the opportunity, in this assignment, to review some pretty neat companies and offer a bit of insight on slight tweaks they can make to create a major impact in their growth process.

Although, these are very specific reviews, the concepts can certainly be repeated across various industries.

First up, RSA Marketing

IMC Approach. Certainly present, but not yet fully developed. Their idea to “offer subscription-based integrated marketing projects for a flat rate” is very clear on their website but seems to lose clarity among their social platforms. On their social about pages, snippets of information were inconstant and were replaced with a broader message that didn’t quite define the same across channels.

The problem with being vague is discussed in the article “How being vague is hurting your SEO performance.”

Consistent Imagery/Messaging. There were minimal discrepancies found in the overall platform constancy. Imaging was spot on. Other than Google +, all platforms included the same logo, cover image, color codes and photos.

Current Content. Their content has a very engaging mix of behind the scenes photos, inbound marketing write ups and high quality industry shares.

In one week they averaged 11 updates across all platforms. I was very excited to see minimal internal promotion taking place, but during that time frame I think it’s necessary to have at least 1 simple post to clarify services that includes a strong call to action.

Following the 70/20/10 Rule is perfectly acceptable from a fans perspective.

To boost engagement they may consider telling clients stories to offer a bit of perspective and validity in showing the value of their services.

This is just a single example by Humans of New York, of how powerful community stories can truly be.

Social Drivers. I was unable to pick up on any cross platform references. It seems each platform is housing all the same content and includes no points to check out content on alternate social sites.

Hashtag Use. On Twitter and Facebook especially they seem very active with placing relative hashtags in most post. Hashtags include #‎digitalstrategy‪#‎onlinemarketing ‪#‎adland ‪#‎agencylife . I also found tags that specifically relate to individual posts referencing partnering companies and local interests.

Neat Finds. They have a really neat sister site Hydrolic Studio that represents their amazing video capabilities. Wasn’t sure why this entity was separate from their home site, but it was engaging and inspiring and showcased the value of their services quite well.

Next up, UBER Kansas

IMC Approach. 

Consistent Imagery/Messaging. As a franchise, the local entity of this modern transportation service greatly benefits from the top down content distribution that is found across all platforms. I’d like to see the resident entity break away a bit to talk directly to the local client base.

Current Content. Some of the most creative content I’ve seen yet; especially on their Instagram account. These engaging photos are just the “different” the world needs to see to help a brand stick in the mind of a potential customer.

Uber alphabet soup anyone?

https://instagram.com/p/wh9foLiOmK/?modal=true

Social Drivers. All platforms have several mentions that drive current followers to engage on the Uber snapchat account.

Hashtag Use. There was a consistent use of the hashtag #thelittlethings on quite a few of their Twitter posts. When I narrowed down #thelittlethings in a Twitter search I found even more Uber post populated under the hashtag. I wasn’t able to put my finger on the campaign ideas related to the hashtag, as the posts were not about the topic. They just found unique ways to integrate that hashtag into different conversations. Curious to learn why.

Uber feel free to contact me and share your idea behind the use of the hashtag #thelittlethings. Would love to know your ideas behind this!

Neat Finds. Uber provides extremely relevant articles that are updated regularly to their blog. Content relates to how unfolding events affect their ridership. I found this article most interesting; “How the US government shutdown affects uber ridership patterns in Washington, DC.”

And finally, Style Bizarre.

IMC Approach. The owners consistent imprinting, marketing message and branding voice is perfectly executed across all 5 social channels I reviewed. Well don!

Consistent Imagery/Messaging. High quality, consistent photos are also used consistently across all platforms and is a credit to the social engagement received; especially on Twitter.

Current Content. All content I reviewed using the outbound (pull) marketing technique was full of SEO keywords and phrases directly related to her industry. The owner’s content is high in industry value and teaches readers new trends in the vegan wardrobe lifestyle.

Social Drivers. Each social platform housed mostly platform unique content and I was unable to find any cross reference to drive visitors to check out other sites.

Hashtag Use. The owners trending hashtags on Twitter consisted of #vegan #luxuryveganshoes #kindfashion #crueltyfreefashion that represents her understanding of reaching out and connecting with like-minded fashionistas in the industry.

Neat Finds. Very creative use of a call to action with her email sign up form. When visitors sign up they will instantly receive a free template for a no-knit beanie hat. What a fun way to get started on your journey to Vegan Fashion.

The DIY Social Media Manager

How the heck has the term “DIY” become synonymous with projects like making wreaths out of book pages & building lawn furniture from pallets?

Currently the “do it yourself” craze is sweeping the nation.

“Thank you Pinterst.”

But, why does the idea of DIY have to stop with decor style projects?

With a strong entrepreneurial drive, mixed with a passion for social media marketing, I’m more interested in helping business owners  successfully construct DIY marketing projects; rather than build teapot birdhouses. 

Although the project seems easy enough, there are always those hidden necessities that don’t always pop up until you’ve gotten your hands dirty. And no, I’m not still talking about pallets and wreaths.

If you are brave enough to start some DIY projects of your own in the Social Media Marketing scene, I’m all for it!

In fact I encourage it and do all I can to provide the resources you need to  accomplish this successfully. 

But I would also encourage you to do your research to fully understand what those {hidden} necessities are that credit cohesive branding across the web.

View this post on Instagram

A post shared by Sarah Stahl | Marketing Guide (@themadetomarket)

But what does it take to re-create professional web marketing skills in DIY format?

According to Hubspot  these are the 6 jobs that social media managers actually do, including the necessary requirements.

1. The Content Creator. Content is a vital component to any marketing mix and social media is no exception. Skills required include Web Design, Copywriting, Creativity, Design and SEO skills.

2. The Marketing Analyst. Needs to be able to dive into data and pull out actionable results that lead to making precise marketing decisions. Skills required include understand Google Analytics in depth, ability to run tests, monitoring of several analytic tools and curiosity.

I’ve been talking about this all week on my blog. If your wondering how to get started to get a handle on your social ROI? Click the link in my bio. #socialmediaroi #socialmediaanalysis #socialmediatips #socialmediamarketing #seo

A video posted by Sarah Stahl (@mrsdstahl) on Sep 12, 2014 at 7:36am PDT

3. The News Junkie. Continuously on top of what’s going on the ever changing marketing field as well as your specific industry. Revealing new opportunities for the company to be involved as an industry leader. Skills required include industry passion, hungry for information, content curation and tech savvy.

4. The Customer Service Rep. As the voice of the company they need to know how to interact with the online community and stay on brand. Whether the conversation is negative or positive they should have a plan to react to every conversation appropriately. Skills required include Strong communication skills, adaptability, calm, and desire to solve others’ problems

5. The Community Facilitator. Successful online communities don’t simply engage with the moderator, they engage with each other. Just like any good host, the facilitator knows how to connect the community with one another. Skills required include resourcefulness, ability to connect people and stimulate discussion

6. The Funnel Marketing Manager. Each online interaction won’t lead to a sale, but there should be clear steps that move visitors in that direction. The social manager needs to know how to create content that lead visitors down the funnel in a way that accomplishes each of the companies goals. This includes running ongoing campaigns and being able to track new leads. Skills required include Funnel understanding, knowledge of content for each funnel stage, basic sales skills

Plus, a handy bonus to complete your tool box.

7. Hard Working. Being successful isn’t about having a secret formula. It’s about working harder and giving more than anyone else. I just figure out creative ways to “get stuff done!”

But just like with those amazing DIY pin boards that inspire the masses to greatness; social media is a worthwhile project that will certainly bring out your businesses’ greatness.

But, don’t feel defeated if it’s all a bit overwhelming. Proper social media management is more like making chairs rather than paper lanterns.

And, sometimes the most masterful project requires a carpenter.

That’s where I come in.

First Day of School Excitement; not just for kids.

It’s the first week of school!

With it, comes a certain amount of swelling excitement as I optimistically contemplate the knowledge potential we will be unlocking over the next 12 weeks.

A passionate student of all things Social; I am continuously seeking out content that offers an upper hand within the industry. As a 32 year old mother of 3, I’ve had a late start to the social scene. For the past 3 years I’ve been playing catch-up in a traditional underdog format.  The hours, effort and dedication that I’ve zealously applied to social are sure to land a solid knockout against any opponent.

But, there is always room for improvement.

One of my top role models, Gary Vaynerchuck, explains the boxing puns that I picked up after reading his book “Jab, Jab, Jab right hook.” The book propelled me onto a social path that has stimulated a habit of thinking so outside the box and stretching so outside my comfort zone; I’m confident in my abilities to bring intense value to any organization.

Thanks Gary. Still waiting for the chance to connect with you on the ask Gary V show. But I’m a patient gal. I know the chance will come!

I consider myself a lifelong learner and am determined to pursue new avenues to gain further insight to stay ahead of the social marketing scene. I’m exhausting my remaining VA benefits to earn a graduate level certificate; gaining technical skills to keep an edge and grow in my field.

More about me here…

But the following is what I’m most eager to get started with.

This class, Introduction to Multimedia Communications, is one of the remaining two I need to secure my goal. However, I’m pretty stoked about the real world knowledge we stand to gain from the experience and insight our professor and TA bring to the table.

I am also excited to connect with other amazing social experts to gain perception and build bonds that last through our careers.

Because I truly believe…

As of now I am a self-taught social analyst.  I’m excited (and maybe even a bit gitty) about learning the technical skills surrounding social analytics. I never saw myself as a numbers girl. In fact, I’ve always hated math. But when it comes to analyzing data, something about that just excites me to my core.

I mean, with analytics gone are the days of having a good idea, paying out the nose to see it play out, and then crossing your fingers to hope you can determine some sort of ROI.

Analytics is a game changer that will save companies millions and eventually probably even billions, and I’m passionate about finding new ways to deploy analytics in a user friendly manner.

Let’s get started!