The following post analyzes Facebook and email data from the ABC Company, a health-oriented company located in Central Florida. You will also find some simple suggestions that I think the ABC Company could greatly benefit from by implementing into their IMC strategy.
Key Findings
- ABC Company has a decent number of page likes with 880; however, with over 300 thousands “friends of fans,” ABC Company has potential for a great deal more page likes
- The company’s Facebook demographic is very clearly females ages 25-34 living in Orlando, FL
- The post on June 2nd, “Today is national cancer survivor’s day” created the most virality, even though its reach was the smallest. The ratio of reach an engaged users equaling this high virality percentage.
- There seems to have been an increase in total reach around the same time the email was sent out on May 21st
- Nearly 3,000 emails were sent on May 21st and less than 20 of those emails were not successfully delivered
- Only 25% of all delivered emails were actually opened
- Out of the 25% opened, there was only a 10% click rate
Room for
Improvement
- While they are clearly trying to implement themed posts with things like Thirsty Thursday and Wellness Wednesday, these posts have little engagement compared to other posts. While posing questions to audience members may seem like a great idea, this style of posting doesn’t always resonate with followers. Maybe trying different approaches like including links to related articles, promoting ABC Company events or posting photos/videos to related information could help boost the engagement rate.
- While we do not know what was specifically covered in this email, it is clear that ABC Company needs to rethink their email strategy. With 99% delivery rate, they have done a great job at keeping their email database updated; however, with only a 25% open rate, they need to take a different look at their approach. Maybe by modifying the subject line of the email by including better keywords or an incentive would encourage more subscribers to open the email. In addition, to help improve the click rate of opened emails, ABC Company needs to create more stimulating content and include a more definitive call to actions to encourage readers to click the links in the email.
Using Other
Channels
Utilizing more of the available IMC channels would be a
great way to spread the ABC Company message. Ensuring that there is an email
address submission field on their website will help to keep their email
database up to date and accurate. Also, ABC Company should be including
links/buttons on their website to all of the social media sites. Creating a
Google+ profile could prove to be very beneficial for the ABC Company. As a
member of the healthcare society, ABC Company could spread their message by
interacting with and joining industry circles and communities via Google+,
helping to strengthen their reputation and credibility. In addition to Google+,
ABC Company should also be utilizing a blogging platform. The healthcare
industry has endless topics that could easily be discussed on a professional
blog and this would be a relatively simple way to get your voice heard and your
brand in front of a larger audience – especially when used in conjunction with
a Google+ page as sharing your blog posts on Google+ will help to increase their
searchability. Sharing the content from the blog on Facebook and Twitter are
additional ways to ensure that your content is getting seen by the most
possible viewers.
Looking to the
Future
Taking advantage of ABC Company’s distinct demographic
(25-34 year old females in Orlando, FL) would be the best way to gain more interaction
and engagement. Catering posts and content towards this demographic could prove
quite beneficial for the ABC Company as they clearly dominate the total reach
and engagement levels already. Posting informational videos on keeping your
skin young or how to lose that left over baby weight are typical things that
this demographic would be interested in learning about.
Getting more involved in healthcare expos and conferences
could be a great addition to the ABC Company’s IMC strategy. Sharing their
attendance at conferences via email and social media with their subscribers
would help to establish the brand’s credibility and encourage their followers
to share their own expo experiences. Utilizing pre-, live post-event
promotion/marketing would help to increase ABC Company’s social visibility and
potentially drive more traffic to their website.
