Created a complete social media analysis and strategy for an internal marketing team to address very specific questions, including traffic patterns, for an already active community of over 200K followers.
Below are some short excerpts to illustrate certain aspects of the strategy. The information shown in this except keeps within public domain, while certain information has been blocked to respect the Client’s information and privacy.
ANALYSIS & STRATEGY
A comprehensive, custom social media strategy is an all encompassing plan that works in unison with other objectives already in place. In order to determine if a strategy will be successful existing data must be analyzed. This enables us to determine what efforts already are directly resulting in customer growth and what strategies will help to generate even more sales. Data should always be reviewed periodically to analyze what’s working, what’s not working and what adjustments should be made along the way.
Topics covered in the strategy included an overview of Social Media Algorithms, Insights on Current Activity, Audience, Custom Content, Curation Content, Hashtags, Promotional Posts and Campaigns.
THM produces fantastic, engaging and relevant content on Facebook. Unfortunately, this content only had a shelf life of about five hours and did not reach the entire fan base. Posts would typically reach 30% of the fan base, which equals to approximately 80,000 of the then 200,000 followers. This usually occurred within the first five hours of the post. Then the post is pushed down in the news feed and rarely viewed again.
Moving content to the website helped to increase the shelf life of the content, change traffic patterns by directing customers to the website and helped generate new sales by directly linking products listed in recipes to their respective product pages.
In addition, moving content to the website resulted in improved SEO, higher Google rankings and helped make it easier for customers to find information on topics that may have been discussed at an earlier date.
OLD TRAFFIC PATTERN
NEW TRAFFIC PATTERN
The THM Facebook community grew organically at an unprecedented pace when the company first started in 2012. At that time the community of 200,000 followers was being managed by the original co-founder and a handful of helpful volunteers. Posts were discussed and created on a daily basis.
A content calendar, with themes, was developed to help enable THM work in advance and to help admins take advantage of official and unofficial holidays and events. Hashtags were suggested to give both admins and customers the ability to track and categorize social content while allowing the opportunity for an extended reach.