asap draft report · 2013-05-01 · ! 5! facebook/...
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A s a p . l y i t @ g m a i l . c o m
Interactive Social Media Report ASAP (Adventure Sport Action Photography) Frances Doherty Solenne Brosse Alan Cunningham
Marketing 3rd Year
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Table of contents
Introduction P3
Methodology P4-‐7
Social Media Metrics P8-‐9
Findings P10
Conclusion P11
Future Work P11
Bibliography P12
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Introduction
We are three marketing students working on this project, Frances, Solenne and Alan.
The roles are as follows :
• Manager : Frances • Financial controller : Solenne • Chief executive office : Alan
The aim of this report is to develop a communications strategy and interactive multimedia content for our company, ASAP (Adventure Sport Action Photography). This module allows us to understand the concept of new media audiences and their inter-‐relation with marketing and consumers. Then, it enables us to understand to what extent social medias are useful in a Company development and be aware of the competitivity between differents social media. In this project we had to design a marketing strategy using social media that allowed our company to become established and known. In order to do that, we create ASAP, a SME Company based in Donegal, which is a photography business specialised in Action Sport pictures.
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Methodology
In order to promote our company we used an online marketing strategy utilising six different social media accounts. There are as follows:
1. Facebook 2. Twitter 3. Wordpress 4. Pinterest 5. Flickr 6. Youtube
(McGee, 2013)
Using the above graph it is clear to see what the most popular social media sites are.
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Facebook is the largest growing social networking site in the world. We used Facebook as it gives our company a great exposure to potentially 1,200 million users as of 2012.
(Richter, 2013)
The chart above shows the growth rate in the number of Facebook users each year. As we can see, the numbers have greatly increased each year and is continuing to do so.
Facebook allows companies to set up their own company pages so they can be in easy reach to their audience. On this company page we can view information such as how many people like our page, the traffic towards the profile. Who has been interacting with us and in what way e.g. Commenting, liking, discussing.
On Facebook, we are able to post pictures of our company, create questions, link videos and articles, post updates and more. With all of these benefits we had an easy time deciding to use Facebook as our primary social media account.
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We chose also to run with a twitter account. There are a few reasons for this:
• It can be linked to our Facebook account thus reducing our time spent updating. • It is quick to use. Limited word count means it is simply for on the go updates. • Like Facebook it has a large audience potential. “Twitter’s active usage grew by 40%
in 2012 to 288 million users” (Matt McGee,2012) The main reason why we chose it though is that we are a company who specialise in extreme sport photography and our customers would generally be interested in these sports. This would mean that they aren’t always at how on their other social media sites whereas twitter is very easy to access when you are on the go simply from your mobile.
Another benefit of twitter is that once we tweet something anybody who sees it and is interested can then ‘re-‐tweet’ it which will start a snowball effect of their friends being able to see it and possible bring them to our page.
Wordpress
Wordpress is a blogging website. This is where we post articles that are too long to put on the other sites. The blog is updated regularly and once every week we post the link of the blog onto our other social media sites so our audiences can view it. We post everything from coverage of sport events to articles both written by ourselves and others, video links etc.
This is where you would find the most detailed information of all the social media sites. Due to its nature this would be targeted more at those who are really interested in the area of extreme sports.
Due to our company being a hobby based company, a site such as pintrest is useful as it allows us to find items that are of interest to use (sports) and then link then to our profile. The profile page basically acts like a pin board that can be constantly updated.
Flickr
As we are a photography based company we thought that Flickr was a must have social media as it is a photo sharing site. It is very simple to use, we just post photos and like ones relevant to us and other users can do the same.
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Youtube
This was our last social media site that we chose to use. Youtube is a video sharing site with a very large audience potential. We made a video that involved several students dancing in our university corridor to the song ‘cha-‐cha slide’. We posted it on this site with a link to our pages in the hopes that anybody who saw it will then visit our pages and like our company. We would also hope that the video could become viral.
For the promotion of our viral video, we made the poster below and posted it around the university.
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Social Media Metrics
The terminology used is the same as what the said social media uses. All the statistics are as of 19/04/2013.
Reporting Growth and Traffic
Measuring growth in social media is one of the core aspects of reporting success, and should be done on a weekly basis.
When measuring and reporting social media, it is important to look at metrics beyond those found within social media sites, such as web traffic. Showing that social media is driving traffic to your website is a tangible metric that all departments can understand.
Tool Metric Measurement Last 3 Measurements Notes
Current Apr 22
% Change
Apr 1 Mar 1 Feb 1
Facebook Likes 46 40 34 23 Photos, video links, Articles, questions, status updates
Twitter Total Followers
40 32 24 12 Status updates, Facebook link
YouTube Total Views
451 132 _ _ Video sharing
Pinterest Likes 65 48 30 12 Photo sharing
Flickr* Likes Not available
Not available
Not available
Not available
Not available
Photo sharing
Wordpress Total views
93 71 46 20 Articles.
*Not statistics could be obtained from Flickr as we need a pro account to access that feature.
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Reporting Content
The simplest way to evaluate the success of your content is to record the most engaging posts and categorize them by their type of content. Keeping track of these facts over time will allow you to understand what your audience is most responding to, and what content to create in the future.
Type of Content
Tool # 1 (Facebook) Tool #2 (Twitter) Tool #3 (YouTube) Notes
# Posts Engagement # Posts Engagement # Posts Engagement
Question on sports
1 9 responses -‐-‐ -‐-‐ -‐-‐ -‐-‐ We ask a question relating to extreme sports.
Promotion of viral video
2 184 views, 11 likes, shares
1 4 retweets 1 438 views We promoted our viral video by posting it to various sites.
Wordpress links
7 238 views 1 4 retweets -‐-‐ -‐-‐ We posted several links about our blog to our main social media accounts
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Findings Overall we found that Facebook was our most engaging social media account. We attribute this to the fact that it has much versatility in the content that can be posted on it e.g. videos, articles, photos. With this in mind we will definitely continue using this site for our company’s marketing strategy.
Youtube also was very successful with the total views topping at 433 people. We will also continue to use this site as it proved popular.
Wordpress was also good but very time consuming to keep updated. We averaged at a total view count of 93 and our best monthly audience was 22 people. We feel that this is too low a number to continue with this site. We propose to simply link the articles of others to our Facebook page and that will act as an alternative to this time consuming media.
Flickr and pinterest we will not continue to use them. They fall a little obsolete when you compare them to Facebook. You can post photos on all three but as Facebook has the larger audience it would be more beneficial to us to concentrate on this.
I will now go into detail on our Facebook statistics to better explain why we will continue to use it.
We have a total ‘likes’ count of 46 as of the 22/04/2013. This is a weekly growth of 2.22%. Our weekly total reach was 446 people which had a growth of 320.75%. That is a colossal amount when you compare it to the other sites.
The break-‐down of our most popular posts are:
• Extreme sports question-‐ 328 reach (highest) • Viral video link-‐ 138 (2nd highest) • Photos-‐ 14 reach (lowest)
On average our reach for most post was between 40-‐50, which is an acceptable amount for us.
We also found that more females than males where engaging with us. The highest age groups of our audience were 13-‐17 and 18-‐24. This is who we should target with our marketing campaign from now on.
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Conclusion In conclusion after using the social media sites Facebook, Wordpress, Pinterest, Flickr and YouTube we found the best overall social media platform for us was Facebook. The main reason for this is that it worked well is that images (photographs) are more powerful than words. Because of our imaginery company A.S.A.P, we could only target an audience that was interested in sport and photography specifically and sometimes to attract this specific audience for us was difficult.
For a company like A.S.A.P it is necessary to have this on-‐line presence but the time involved in creating posts and managing the social metrics needs to be carefully monitored. It could be quite easy to spend too much time on social media instead of productive work.
The Wordpress blog for example takes up time in uploading material and one could easily waste a lot of time if one began to read other blogs or follow others on Twitter.
The company would need to develop a clear policy in relation to how much time is devoted to these social media and have a good link to company accounts to see that they are generating business for the company and more importantly profits for the company.
Future Work Our future work will include marketing our small business through Facebook as this social media platform was the most successful medium for us as an imaginery company but there was so many new ways that we learnt to target our customers and we will hopefully bring this new knowledge with us for future ventures we hope to share some of these tips with you which as follows:-‐
1. Create as much awareness of your brand as possible through advertising, videos etc. 2. Develop a passion for your product – If you don’t like it no one else will either. 3. Like other social networking sites and so maybe they might like your site back thus
giving further exposure. 4. Develop a common interest –so social media becomes fun rather than a chore. 5. Learn as much as possible about your brand, become an expert in your field so that
when customers need to know a question you have the answer for them. 6. Network, attend confererences, meetings etc. This will increase your knowledge and
may even give you valuable feedback on competitors. 7. Last but not least social media can be a successful platform if you are very disciplined
with your time.
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Bibliography
Email address: [email protected]
Password: sportphotography
Facebook chart: http://www.statista.com/topics/751/facebook/chart/870/facebook-‐s-‐user-‐growth-‐since-‐2004/
Facebook page: https://www.facebook.com/pages/ASAP/586757714686615?ref=hl
Flickr: http://www.flickr.com/photos/93397707@N03/
Pinterest page: http://pinterest.com/asaplyit/
Social media chart: http://marketingland.com/report-‐google-‐now-‐2nd-‐biggest-‐social-‐network-‐worldwide-‐31908
Twitter page: https://twitter.com/ASAPLyit
Wordpress page: http://wordpress.com/#!/read/following/
Youtube: http://www.youtube.com/watch?v=GFdroKU7Kms