This project has been carried out with the aim of improving the awareness and interaction on the different social media accounts of our client, that is, increasing the number of leads through digital means (acquiring new potential clients). The phases carried out in this project are:
Analysis of current communication channels and the data measurements that were being taken on them . This analyzed the type of content (organic or paid, among others), the results achieved, and the detection of the target customer and/or “Tribes” (Seth Godin).
Establish the strategic plan: which list of bahamas consumer email channels we should focus on, what measurements will be important to take, set objectives (KPIs and OKRs) or the type of content required, at least initially.
Start managing social media and creating content in pursuit of the objectives set in the previous period.
Implementation of new measurements and analysis of data obtained. How the new content is working and carrying out periodic evaluations to refine the methodology applied to our client.
Conclusions : both the improvements obtained and the cost of the services performed are shown.
Table of Contents
Initial analysis of the company's communication channels
Digital strategy for social media
Implementation of solutions and measurements of these in our digitalization plan
LinkedIn and Instagram
Facebook and Twitter
Project results and budget
KPIs and OKRs
Project cost
Initial analysis of the company's communication channels
The first step was to analyse the company and, together with it, clarify what the target customer was. Once this first point was clarified, and with full access to the data analytics they had (up to 2020 included), several points were analysed, such as: impressions, reach, type of content uploaded, interaction rate or the profile of users who followed the social networks.
After these reviews we found the following starting point:
The company has 4 social networks: Twitter, Instagram, Facebook and LinkedIn . Between them, they have around 2,000 followers .
Instagram and Twitter are the most used, leaving LinkedIn and Facebook relegated to the background , reaching times when they are not even used for months.
Their content pieces are highly oriented towards selling products offered by the company that provide little value to the reader beyond the technical information of these. In addition, this is 100% organic , no advertising campaign is carried out through digital means.
The company wants to focus on business-to-business ( B2B ) transactions , but its followers are mostly end customers ( B2C ) so it will have to try to reverse the situation.
The trend in reach and interactions on social media is negative in 2020 compared to 2019. This may be because in previous years the most viewed content was related to fairs or events and due to COVID-19 this has disappeared… This drop varies between each social network but on average it is around -25% which, added to the low activity that already existed before in these communication channels, results in quite worrying numbers.
Until now, there was no monitoring of the data collected, but taking the information from the history found on social networks, we have the following data (indicated as a monthly average for the past 2020) that would serve as a reference to establish the objectives for 2021:
initial-data-social-networks
Based on this data, a strategic plan was drawn up that would allow us to meet the objective set by our client, which was to increase their presence in digital media.
Digital strategy for social media
After any analysis, the client told us that he wanted to increase the number of potential clients in his various digital media. After the relevant analysis, the following strategies were established ( for the first 6 months ):
More information was needed from these communication channels so that we could obtain more valuable information from our followers for future campaigns that could be carried out, and also, be able to apply more effective digital marketing strategies. To do this, periodic reports were produced in which the information obtained was analysed and the appropriate decisions were made.
Since the current followers do not correspond to the final client sought, a replanning of the type of content was carried out to promote the arrival of followers oriented towards B2B (LinkedIN) trying to maintain the majority of the B2C public that was already there (Instagram). This content went from being 100% sales-oriented, as it was until then, to seeking a mix of virality and value contribution to those target B2B clients.
Social media had to be “reactivated” as they are in decline… To do this, and based on what was discussed in the previous point, the strategy is focused on promoting the LinkedIN account (practically inactive at the moment and with only about 70 followers) and increasing the reach and impressions on Instagram . The content created will be practically focused on these two but will seek to increase the interaction rate on Twitter and Facebook.
Taking into account that no paid digital campaigns will be carried out, the following key indicators (KPI) are proposed for the first half of the year:
Total followers: +15% (mostly focusing on LinkedIN and Instagram)
Maintaining the interaction rate with a +40% increase in impressions and/or reach.
Interactions: more than 6,000 (in 2020 there were just under 4,000)
To achieve these KPIs, several key objectives (OKR) are established :
10 pieces of content should be created per week , centralizing 70% of them for LinkedIN and Instagram.
Initially, data analysis is carried out every two weeks on the accumulated data to speed up decision-making based on how the new content is working. Once stabilised, a monthly review will be sufficient.
Share at least 2 pieces of content of interest to the B2B market in LinkedIn and Facebook groups that are related to our defined target customer.
After defining and agreeing with the company that hired our services, we proceeded to execute the stated measures, obtaining the results observed in the following sections.
