This post is also for academic purposes. Our class was provided images of an anonymous company’s Facebook Analytics. If I had more information, you would experience more puns and play on words to increase viewer entertainment.
XYZ Company is a Heating and Cooling company in Western Massachusetts. This husband and wife operation is looking to expand their marketing efforts by evaluating and improving on their social media channels.
XYZ Company has a Facebook page, website, Twitter account, Yelp page and Google+page. They do not yet have an email database. Why not? The company is focusing on business in a 30 mile radius of their physical location, and have started with a traditional direct mail approach. Over this course, we have seen that direct emails generally convert more recipients to sales than other forms of social media. Before we spend this couple’s hard earned money, let’s take a look at their Facebook Analytics to make sure we are able to get XYZ the most impact for their dollar.
The good news is that their number of page likes is growing and the do have some engagement from their audience. Are they getting record setting numbers? Not at the moment. With the current scope of their company’s abilities, we want to grow their audience proportionately to their goals.
Since I did not have the opportunity to speak the company owners, I will create my own goals based on their Facebook numbers. My primary goal is to create an email database, made up of current followers, local residents and future clients. As we work towards this goal, we will also increase XYZ Company’s SEO.
As November is the season of Thanksgiving, we will give our current followers tips. Without asking them anything in return, posts about tips for saving money on heating and cooling costs will be a great way to start. Daily tips bring the brand to mind XYZ Company, without the feeling of being pressured to buy.
Daily posts will improve their current regularity of posting. Currently, there is no obvious regularity to their Facebook posts. The dates are not consistent, nor the days of the week. The time of the posts we were given to evaluate range from 6:29am until 7:39pm. What is slightly more telling, is the engagement data. 
Men ages 35-44 are most engaged with their Facebook site. This could be the demographic that is targeted to increase organic participation as opposed to paid advertisement. Narrowing down content to a target market will be more efficient for these busy entrepreneurs.
As we foster our social media relationships, we will incorporate opportunities to ask for their email address. The Facebook posts will correlate to their Tweets and Google+ posts. These accounts will be leveraged to build that email database. Additionally, the website, which will be mentioned in the description of each platform, will give visitors the option to add their email to the company list.
Their followers are where they need to start, as only 1 external reference, once, in the beginning of October, was brought to the Facebook page outside of Facebook. If Facebook is the platform they would like their followers to go to, we need to work on their Search Engine Optimization to get them there. One way we can increase their ranking, was mentioned above by increased posting across their various platforms. Traditionally, Google+ would increase a site’s SEO, as they are affiliated with the major internet search engine. (That search engine is Google, in case there was a doubt in your mind.) Moving forward, we can plan out future posts. This is a busy couple, and time spent focused on planning now, will make the process easier in the future. The posts can then be tailored to send the same message out across multiple channels. An increase in content on the internet will increase their visibility to potential fans. The below infographic outlines an efficient way to touch all platforms in a short amount of time.
Sticking with what they already know, they could integrate their online contest with their direct mail. As we move towards the winter months, it is especially important that your heat works in the state of Massachusetts. A catchy slogan incorporating heat, family, and comfort would be the route to go for the winter months. As we make changes, we can then monitor the Facebook Analytics page to see what effect, if any, our plan had on engagement with XYZ Company. Did we generate more external referrals? Where did they come from? In an ever changing landscape, social media planners learn to adapt, and we can use that knowledge to do so.
Since the XYZ Company revolves around maintaining a comfortable climate inside the home, future campaigns can revolve around the changing seasons. Air conditioning units that have been off all winter may need to be maintenance before being turned on in the summer. Given the opportunity to sit down with XYZ Company, I am confident that we could build an email database while simultaneously increasing their SEO ranking.
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