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Social Media Strategy & Results Created By: Lauren McGovern

Social Media Strategy & Results Created By: Lauren McGovern. Radar Online Social Campaigns: Presence and Performance . Twitter 47,627 followers 58.0% increase in followers over the last 12 months Facebook 15,616 fans 67.9% increase in fans over the last 12 months Pinterest

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Social Media Strategy & Results Created By: Lauren McGovern

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  1. Social Media Strategy & Results Created By: Lauren McGovern

  2. Radar Online Social Campaigns: Presence and Performance • Twitter • 47,627 followers • 58.0% increase in followers over the last 12 months • Facebook • 15,616 fans • 67.9% increase in fans over the last 12 months • Pinterest • 12,889 followers, 33 boards, 1,735 pins • 890 followers in ONE WEEK by incorporating NYFW into content strategy • Instagram • 1,490 followers • Launched in August 2012 • Tumblr • 246 followers • Launched in August 2012

  3. What Are Fans Responding To? • Fans respond to: • Nostalgia • Reminders of moments that made fans happy as kids; it makes fans feel warm and fuzzy to reminisce • Photos of attractive celebrities + Visually stimulating content • Sex appeal, sex sells (i.e. “We have a crush on”) • Black and white photos, vivid photos of nature.. Daydreams of what it would be like to step out of the office • Fill in the blanks, humor • Fans enjoy laughing at themselves, engaging with Radar and feeling creative • Shows that Radar isn’t automating everything or simply posting stories from the website • Questions that appeal to emotions following a controversial story • Fans LOVE to complain, especially if it involves a moral issue

  4. Key Findings • Success • Quality of posts > quantity • Fewer postsincreased engagementmore sharesMORE TRAFFIC!!! • Ideal gap in posting is 1.5-2 hours • Mobile traffic skyrockets at night: engagement and traffic spikes from 8:30PM-Midnight • Photos do very well at night • Humanize the brand with fun themes & content exclusive to Facebook + Twitter • Effective community management is key • Giveaways are great for fan acquisition • Capitalize on events that are brand relevant on all social channels to raise the stock of your brand identity i.e. Pinterest NYFW • Variety is the spice of life • Fail • Giveaways need 2 weeks lead time to develop collateral, promotional strategy, copy and legal approval • The more effort required to enter = less entries • A giveaway timeline should be short (2 weeks max) to create a sense of urgency • The better the prize, the better the outcome (more fans) • Posting too frequently: 1.) Statistically decreases engagement 2.) Decreases probability of clicks because readers feel spammed 3.) Drastically cuts the lifetime of posts by overshadowing them with new content 4.) Churns out low quality content, annoys fans and drives un-likes

  5. Analytics and Performance Metrics • Facebook and Twitter are the most popular channels for engagement • Existing analytical tools quantify and measure performance according to industry standard metrics • Analytics Tools: • HootSuite, Bit.ly, Google Analytics, Quantcast, Compete, Facebook Insights, Chartbeat, EdgeRank • Metrics to evaluate success: • % new readers per channel • Change in % new VS returning visitors month over month • New followers, fans • Virality, as measured by number of likes, comments, shares, retweets, reposts • Page views, # of stories read • Frequency, return rate

  6. Organic Twitter Follower Growth The number of Radar Online Twitter followers increased 27% from 37,642 to 47,664 over the last 6 months (Data Over Past 6 Months)

  7. How Do You Reach People?Facebook Average Weekly Reach: Sep 2011 vs. Sep 2012 Source: Facebook Insights

  8. How Often Do You Reach People? Source: Facebook Insights

  9. How Are People Talking About Your Page? Source: Facebook Insights

  10. Organic Traffic Growth: Facebook & Twitter

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