Week 12: Analytics

 Social media analytics are an important tool for business to carefully shape their integrated marketing campaign.  Analytics provide insight on everything from when to post, what to post, and who to target with each post.  As part of this week’s lesson, I was provided with Facebook and email analytics for ABC Company, a gym in Central Florida, for May 2013.  (Note:  ABC Company is also active on YouTube, Pinterest, and Twitter, which may account for cross promotions and increases in engagement.)

A preliminary evaluation of ABC Company’s Facebook insights tells me that ABC Company is under utilizing Facebook as an engagement tool.  Facebook Insights provides essential data regarding how posts perform based on likes, shares, and visibility.  With 880 likes, and a weekly reach of almost 6,000, ABC Company should be posting more consistently.   The number of people “talking about” ABC Company is down 46%, which means they are not posting content that is providing a call to action, or to click, like, or share.  Posting content that elicits emotion, provides health tips, or sharing success stories of current gym members are some ideas to increase engagement.  For example, ABC Company’s post on National Cancer Survivor’s Day had a virality rate of 4.29%.  While it did not have the highest engagement, it was something that people noted.  This is a great example of eliciting emotion, providing lifestyle tips (cancer prevention and detection), and providing an opportunity to share personal stores.  More stories about overall health and lifestyle would be beneficial to ABC Company.

In order to increase visibility on Facebook, ABC Company should consider Facebook ads, targeted specifically at women 25-44.  This is the bulk of their engaged audience.  ABC Company should also focus on posts with a call to action that specifically asks questions of their followers.  Facebook based contents and giveaways are also a great way to engage followers and encourage interaction on the Facebook page. 

With a 25.4% email open rate (661 out of 2606 emails opened) and a 10.9% (72 clicks out of 661 opened emails), ABC Company should focus on email content and frequency that encourages more opening and click through.   ABC Company should focus on better titling of email subject lines, as well as a definitive call to action within the email.  An offer of a discount, exclusive deal, contest entry, etc, are great examples of reasons to open and follow through with a click. 

I do feel that email marketing is an integral part of a well-planned IMC.  Implementing these changes would make an ROI more easily identified.  ABC Company should also collect more email addresses from all gym members to have a strong email list for giveaways and more.

Because ABC Company is present on other social sites, it is important that they all tie in to the IMC.  Emails and Facebook posts that link to the other sites can increase viewership in general.  More platforms to engage with users are a positive way to connect and see a stronger ROI.  Cross promotion amongst the sites is also key to a fully fleshed out IMC.  I feel that ABC Company is on the right path, but could benefit from a strong social media manager to help focus these efforts to create a stronger, and more successful campaign.