4. Your campaign plan posted on your blog shows an execution of your tactics, screen shots of status updates, media, polls, Facebook ad, anything you've done according to plan to encourage Likes and Shares.
Marketing and promoting an idea or company requires a testing phase. With my Facebook Campaign, I wanted to post different types of advertising in order to analyze which ones generated the most activity.
This post here on the left was the winner. The post reached 1,212 people and ended up with a variety of reactions. I believe this type of marketing was the most successful because it gave people a visual aid. The caption was short, to the point, and provided a quick description of what was going to be offered. The owners of Shoal Creek Berries have been trying to highlight new products they are pushing out and have already received messages about the bread ovens!
Another strategy I used to promote the business was to market that it is a family business. Especially when it comes to farming, people like to support local businesses. There is a stigma about large corporations and how they are evil. I wanted to make sure everyone knew Shoal Creek Berries as a hometown farm where families could go for a little fun/shop local. Thus, I tried to post about relevant topics and make it more personable.
5. Your posted Facebook Insights data are analyzed in terms of Likes, Reach, Visits, Posts and People. Your analysis shows what worked, what didn't and why.
6. A posted summary is written regarding the campaign plan and how it increased traffic on your FB page and other channels used in cross-promotion, indicating trends in goals set for the campaign.
7. Your post includes a self-evaluation of the execution of your campaign, what worked to increase impressions and what you would do differently.
One of my favorite analytics about the posts is the data about "When Your Fans Are Online". I found this to be very helpful because it helped narrow down when the best to post would be. My successful posts were usually later in the afternoon when everyone was starting to get on and check their Facebook page. If I posted early in the morning, my numbers would start to go down.
Diversifying the types of posts didn't seem to have much effect on the numbers side of things. I figured by posting a picture and then something different would keep things fresh; however, it was hit or miss on the number of engagements. Possibly over a long period of time it would give a more accurate reading.
Approximately 83% of those who liked the page were Women and the 17% were Men. Obviously, the page attracted a larger female presence. Adjusting and gear the marketing efforts to men would increase activity.
6. A posted summary is written regarding the campaign plan and how it increased traffic on your FB page and other channels used in cross-promotion, indicating trends in goals set for the campaign.
The campaign plan was to increase activity on the Facebook page but to also connect to the other channels Shoal Creek Berries has to offer. One of my first orders of business was to update and make sure the information provided in the "About" section was accurate. It was important all links were implemented correctly and would work when clicked on. After doing so, it was clear the adjustments were increasing traffic on the other pages as well. The owners were wanting to increase their reach by utilizing multiple social networking platforms. They have created a website and an Instagram in addition to the main Facebook page. Their website also provided an avenue to view/order the other products they offer (jams, syrups, etc.).
7. Your post includes a self-evaluation of the execution of your campaign, what worked to increase impressions and what you would do differently.
Overall, I felt there were many successes and some failures. Updating the page and making it more user-friendly made it easier to find, use, and follow. Combining all the information into one place allowed for a smoother page. The biggest strength of the page is to increase awareness. Enterprise is not in the heart of St. George and not many people know about Shoal Creek Berries. It isn't a place they could really stumble upon so having it promoted on Facebook allows it to be everywhere. If I were to do it differently, I would post more regularly and reach out to a wider audience. By narrowing each post to a specific audience would generate more publicity for each demographic and increase the overall involvement. I am glad I was able to help market Shoal Creek Berries for a wonderful couple whose focus is on the farm. Running the social networking is not something they necessarily want to do but it is great for business. It was a great opportunity and I am glad it helped reach out to a wider audience.
