An Analysis of ABC Company’s Facebook Page

The analytical information available on Facebook Insights provides important information about a company’s Facebook fans and how they are engaging with the content on Facebook. The first page on Facebook Insights provides an overview of ABC Company’s Facebook page for the month of May. The posts on May 22 received a lot of engagement and led to an increase in the number of people that engaged with their Page. During the last week of May, the post on May 29 inviting viewers to join in some event had the highest reach. The company has the potential to reach over 340,000 people, and the number of unique people who liked their page in May was 880, which is an increase of .69%. The post on July 2 had the highest virality of all the posts in that week. During the time period of 4/28/13 to 5/28/13, sixty percent of the people who viewed their content were female, whereas 38% were male, and the majority of those people were between the between the ages of 25 and 44. Most of the people that viewed their posts during this time period live in the US with the majority living in the state of Florida.  Most of the visits to their Facebook page during May came from page views, while a smaller number were unique visitors.  The majority of page views from external sources come from Google.  The majority of fans talking about ABC company’s Facebook page or engaging with their content from 04/28/13 to 05/25/13 were women living in the state of Florida between the ages of 25 and 44. More women than men were engaging with their posts. There are a good number of unique people who saw these posts from their friends’ interaction with this company’s Facebook page. The report from Bronto shows an analysis of email stats sent on May 21, 2013. The conversion rate was 0% and only 25% of those who received the email opened it.

A key finding is that the majority of the people who viewed the content posted for ABC Company in the month of May were between the ages of 24 and 44 with a slight majority being women. The seven day period from May 27 to June 2 had a 50% decrease in engagement compared to the previous 7 day period, but their total weekly reach increased by 39%. Women are creating more stories or engaging more with their posts than male fans. The majority of people viewing their posts on Facebook live in Florida. When their page views spike, so does their number of unique visitors, which means the posts that are engaging their fans are being shared with their friends and are increasing ABC Company’s reach.  From May 27 to June 2, the post that had the greatest percentage of people talking about it to their friends was the one about National Cancer Survivor’s Day. An analysis of the email stats shown on Bronto suggests that not enough people receiving the emails are opening them up or clicking on them, which has resulted in a poor conversion rate.

An important improvement could be analyzing what kind of content is engaging their fans the most and producing more of that kind of content on a regular basis. ABC Company needs to gear their health information towards adults between the ages of 25 and 44 since that age group makes up the majority of the people viewing their content. By focusing on specific health issues that affect and interest men and women in that age group, they might be able to increase engagement.  The post about National Cancer Survivor’s Day was the most viral for the week shown. Focusing on national health awareness campaigns might increase their reach and gain new followers. They do not seem to gain a lot of views from organic reach. The company might need to produce content on other sites that can improve SEO efforts so that more people can find them in Internet searches. They also need to improve their email statistics to get people to open up their emails and more importantly, to click on their content and increase conversions. This company needs to revise how their emails are written so they capture the interest of the receiver and get them to open them. They also need to analyze that content they are sending in their emails and gear that content to interest their target audience.

This company would benefit from having a presence on Google Plus. By producing content on Google Plus, they could improve SEO and hopefully increase organic traffic to their platforms and gain visibility. They should also have a blog site where they could post content on health related issues and give their fans more opportunities for engagement and sharing. Blogs can also help increase SEO.

I think that ABC Company should participate in future campaigns that increase awareness for health issues that affect men and women between the ages of 24 and 44. They can offer health tips and links to articles that provide information on eating right and staying healthy. During the winter months, they can give information on flu shots and avoiding weight gain during the holidays. They can do monthly healthcare awareness campaigns for issues such as skin cancer, melanoma, and diabetes. By getting to know their fans, it’s easier to post content that will interest them. This company might want to change their email campaign to get more people to open their emails and increase conversions.

Company Analysis of Little Trendyz

I have completed a short analysis of Little Trendyz. This company sells unique infant pajamas that make it easy to change a baby’s diaper without having to totally undress the baby. These baby onesies, called Little Zippyz, are the perfect baby shower gift since they make changing diapers quick and easy for everyone. I hope that my IMC plan for Little Trendyz provides useful information that this company can use for its marketing plan.

Company Analysis

Little Trendyz is a high-end baby and infant clothing line that currently sells Little Zippyz, a footed pajama for newborns and infants up to two years old. This pajama has a zipper from the belly to the foot area making it easy and convenient to change a baby’s diaper while keeping the chest area covered. Little Zippyz are currently only sold online. The target audience for this company is middle to upper class parents or individuals that are looking to purchase high quality baby pajamas or baby onsesies that are comfortable for baby and practical for parents.

Strengths: The company’s strengths are its brand positioning because this company offers a patent-pending footed pajama that is different from other baby onesie on the market. The Little Zippyz distinguishes this brand from other brands that produce infant sleep wear, and this item has a definite advantage over other comparable items. Recently, celebrity Giuliana Rancic endorsed this product on her show, and this brand was named one of Huggies Mom Inspired Grand Recipients so the company has recently received some very positive free press.

Weaknesses: Little Trendyz is a small and new business owned by an individual. This company does not have a well-known brand name associated with it. In addition, this company might be limited by a budget in terms of how much money it can spend on advertising and marketing. It also might be difficult for the business owner to manage running the company and its social media campaign all by herself.

Opportunities: I think Little Trendyz has an opportunity to reach a wider audience, especially with the publicity from Giuliana Rancic’s TV show and the recent Huggies award. These new developments will give this brand more visibility and an opportunity to get more boutiques interested in carrying the brand. In addition, the owner is interested in selling on Amazon and on Diapers.com, both of which would be great opportunities to increase sales.

Threats: I think a threat might be if some larger company develops a similar type of product before the patent is issued. If the patent is not issued, then the threat that some other company could try to replicate the product would be even greater.

Why Little Trendyz Should Use an IMC strategy: Little Trendyz should utilize an IMC strategy using various multimedia channels because it is an essential component of any successful communications marketing plan. Antony Young, author of Brand Media Strategy, states that “the need for channel planning and selection is becoming a key requirement for brands, as is message integration across all marketing channels” (p. 40). A brand or company must use different multimedia channels to attempt to reach the target audience. Consumers can be reached through print, TV, radio, emails, social media, and the web. A successful marketing strategy must present the same consistent message on all the channels so that the consumer can recognize and identify the brand no matter where he or she encounters the brand’s message. When the message is not consistent and uniform, then the audience becomes confused. The marketing message must work together on all the channels to provide synergy and the greatest possible impact.  It’s also important to achieve ubiquity since it takes 7 experiences for someone to act upon a call to action, so the more channels a brand is using to communicate its message, the greater the chance that they will be able to influence the decision or action of a consumer. According to Jam (2010), IMC helps brands “reach the right customers with the right messages at the right time in the right place”. By using an IMC strategy on different channels, the campaign will be integrated and effective.

Sample Hospitality Responses to Positive and Negative Comments

Sample Response Post as the Social Media Manager for The Peabody, Orlando Florida, to a customer post on Trip Advisor.

Thank you for choosing to spend your family vacation at The Peabody. We are so happy to hear that you enjoyed your stay!  We are pleased to announce that The Peabody has been recently purchased and is now the Hyatt Regency Orlando.  We have three sparkling free-form pools, and our spa offers long relaxing massages in a tranquil setting. We think you would also enjoy our restaurant, Fiorenzo Italian Steakhouse. We serve premium U.S. steaks, as well as pizza and pasta for the kids. We look forward to welcoming you to the Hyatt Regency Orlando in the near future!

Sample Response Post as the Social Media Manager for the Hilton Fort Lauderdale, to a customer post on Trip Advisor.

We apologize for the unexpected issues you experienced during your stay. Thank you for bringing them to our attention. We have informed housekeeping and management about your observations. It is our goal to provide our customers with the best possible service when staying at our hotel, and we appreciate your feedback. Please feel free to contact our manager so we can ensure your complete satisfaction on your next visit.

How Social Media Helped Promote the ISPA 2013 Conference and Expo

The ISPA 2013 Conference and Expo just took place from October 21 to the 23. They used multiple social media channels to enhance this conference before, during, and after the event. Before the event, ISPA used social media channels to promote the 2013 ISPA Conference and Expo by reminding followers of the upcoming event, highlighting sponsors of the event, guest speakers that would be presenting at the event, and products that would be showcased at different booths. ISPA encouraged attendees to follow them on Instagram and post pictures using #ISPA2013. They also promoted different exhibitors that had registered for the show and shared links to content about those products so attendees could find out information before

the show.  Information about registration information, seminars, development sessions, and tips and checklists to prepare for the event were shared on different sites.  They also posted details about hotels to stay at for the expo, auction details, and contest information. Basically, social media was used to attract exhibitors, sponsors, and attendees for this event and to increase awareness about the conference.

During the event, the ISPA Association used social media to inform attendees and followers about what was going on at the event and to promote the different sessions and exhibits at the event. They posted information about the times and locations of different events and sessions that were taking place and encouraged interaction from attendees.  They reminded attendees of what specific events were taking place on that day and brought the excitement of the conference to attendees and followers as it was taking place. They posted highlights from the day and reminded attendees about what events were going on the next day.

After the event, ISPA Association used social media to thank exhibitors and sponsors of the event, as well as attendees who came to the event. They continued the buzz about the conference by asking attendees to share their experiences on Instagram and on the ISPA blog site. 

The ISPA Association used multiple social media channels for event marketing for the 2013 Conference and Expo including Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube, and their blog site. Their Facebook posts received the most responses in terms of likes, comments, and shares. Attendees shared their excitement by interacting with posts. They also received comments on their Instagram posts where they captured special events through images and on Twitter.  

The ISPA Association posted a variety of content on their social media sites about this event. They posted registration information and reminders consistently on Facebook and Twitter. They posted high quality photos on all their sites before, during, and after the event. They even posted some behind the scene photos of the showroom as they were setting up. They posted a variety of content promoting different products, speakers, and exhibitors that would be at the event. They also provided links to content on their blog site and magazine. They shared links to brands that were promoting their products at the event.

Hashtags were used on Facebook, Twitter, Instagram, and Pinterest sites. Events, general sessions, workout sessions,  the silent and live auction, development sessions, guest speakers, and products were highlighted on these social platforms. They did a very good job of letting attendees know what events were taking place at different booths and where and at what time social events were taking place. ISPA did retweet tweets posted by followers and exhibitors. 

Sponsors of the ISPA Conference and Expo were promoted by special hashtags that identified them as sponsors. ISPA Association also included information on the sponsors in the October digital issue of Pulse. The ISPA Association website has a link to the sponsors for the conference that directs you to their websites.

The ISPA Association used IMC for promoting this event. They provided information about this conference not just on social media sites, but also in Pulse, a magazine for spa professionals, press releases, ISPA SmartBrief,  the ISPA Association website, and through emails. They used multiple channels to promote the event and to deliver a consistent message to the audience.

ISPA Association maintains its brand personality on its social media platforms and website. They created a specific website for this event. Their voice is consistent and expresses their commitment to supporting educational opportunities and networking experiences for the spa industry worldwide. The images, colors, font, and logo are consistent on their website and social media platforms providing followers with a brand image that is recognizable. 

A highlight that impressed me was the behind the scenes photos and information that they provided on their social sites, specifically Facebook and Twitter. These images really highlighted all the work and effort that goes into putting together such a large event. I think that this information builds anticipation for such an event and gets attendees excited about being a part of the event. 

I think that the ISPA Association could have included some more videos on Facebook or Twitter that might have given followers a more in depth view of sessions. The images they posted were very engaging, but nothing captures someone’s attention like a live short video of some portion of the event where attendees can tell about their experience. They could have also done live streaming of some of the events.