S O C I A L M E D I A A N A LY S I S AXIOM ADVISING
‌ WHAT IS IT‌ AND WHY DOES IT WORK?
SOCIAL MARKETING SMM is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure.
AXIOM ADVISING
SMM
Facebook Advertising B U Y E R S T A G E : AWA R E N E S S & R E S E A R C H
3
SOCIAL REACH ANALYSIS Market Potential 123,456 1ST P E RSON
2nd person
2ND P E R SO N
725
1,537
POTENTIAL REACH | 123,456 1st person
PROFILE SUMMARY G AT E 6
FANS|
726
ENGAGEMENT|
POST/DAY| CONTENT|
5.9%
0.6 LINKS
FACEBOOK Competitive analysis
COMPETITION OVERVIEW LAVIDGE
Lavidge is a Phoenix-based full-service advertising, public relations, communications, consulting and interactive marketing agency. Since 1982, the company has specialized in developing brand positioning for products and services.
LUCID
Lucid Agency is an interactive marketing agency comprised of talented web marketers located in Tempe, Arizona. Since 2006, we have operated as an online marketing and advertising agency specializing in web coding and design, application development, SEO, social media and lead generation
ZOG
ZOG Digital enables brands to more effectively find their customers, as well as create, manage, optimize and amplify content to drive ROI.
Competitive Leaderboard Category Engagement
Page Fans Engagement as % of Fans Brand Posts
Lowest Account
LEADING ACCOUNT
34
7
54
135 total engagement
ZOG Digital
Lucid Agency
3,886
725
12k
16k total fans
Gate6
ZOG Digital
2.77%
0.06%
5.93%
8.69 engagements per 1K fans
ZOG Digital
Gate6
5
2
8
21 total posts
ZOG Digital
Gate6
All Account Avg.
How does the leader compare? Leader posts more often than average. Content is mostly statuses. Leader posts more often than average. Content is mostly statuses. Leader has 5.93% Engagement as % of Fans while the next best brand, Lucid Agency, has 2.84%. Leader sends about 0.6 posts per day and gets an average of 5.4 interactions per post.
RELATIVE SHARE OF FANS 12%
Lucid Agency Gate6 The Lavidge Compan… ZOG Digital
5% 9%
74%
TOTAL ENGAGEMENT ON BRAND POSTS 5.9%
50
6.0% 5.0%
31
40
20 10 0
2.8%
4.0% 3.0%
2.2%
2.0%
7
30
0.1%
1.0% 0.0%
Engagement As A % Of Fans
7.0%
43
Total Engagement
60
Engagement as % of Fans
54
Total Engagement
FORMAT AND FREQUENCY ANALYSIS Brand Posts Per Day Status
Link
BRAND POSTS
0
Photo
Video
Other Lucid Agency
0 2
0 0
0
Gate6
1 0
4
6
1 0
0
0.4
5 0
0 0 1 1 0
0.6
The Lavidge Compan…
ZOG Digital
0.4
0.1
POST ENGAGEMENT TIMELINE MOST ENGAGING POSTS FROM PEAK
Lucid Agency
Gate6
The Lavidge Compan‌
From 6/15/15 by The Lavidge
ZOG Digital
Behind the Scenes: LAVIDGE Staff photo shoot | vimeo.com | This is "Behind the Scenes:
24 20
24 interactions, 100% of brand total for the day
22
21
From 6/26/15 by Lucid Agency Some of the #LucidLadies getting their bowl on at #LuckyStrike! #bestplacestowork 12 interactions, 55% of brand total for the day
8
6
5 -
-
1-
-
-
-
-
-
4 -
6 4 1-
From 6/19/15 by Gate6
7 1-
5 -
-
#Salsa party! Soon the voting will begin and winners shall be crowned! |
-
10 interactions, 48% of brand total for the day
TOP 10 POSTS BY TOTAL ENGAGEMENT 1
Engagement 24 Total 4.6x compared to the brand average
June 15, 2015
The Lavidge Compan…
Behind the Scenes: LAVIDGE Staff photo shoot | vimeo.com | This is "Behind the Scenes: LAV…
2
June 18, 2015
Lucid Agency
Engagement 20 Total 1.9x compared to the brand average
Happy birthday to the man with style, Ken Bonham! Have an awesome day! #turtlepants #kenny…
TOP 10 POSTS BY TOTAL ENGAGEMENT
12
10
Total Engagement
Total Engagement
12
9
Likes
June 26, 2015
Lucid Agency
Some of the #LucidLadies getting their bowl on at #LuckySt…
Likes
0
June 19, 2015
Comments
Gate6
#Salsa party! Soon the voting will begin and winners shall…
Comment
0
0
Shares
Shares
10
8
Total Engagement
Total Engagement
10
8
Likes
June 26, 2015
Outing at #LuckyStrike today! #striker #feelinglucky #down…
Lucid Agency
Likes
0
June 15, 2015
Comments
Lucid Agency
And we are on Instagram! Follow us and see what one of the…
And the winner is... Pierre and his "Flamingo del Diablo" …
Gate6
Gate6
Always Forget Your Passcode? Soon You May Use Emoji Instea…
Comments
0
Shares
Shares
7
7
Total Engagement
Total Engagement
7
5 Likes
0
June 24, 2015
Comments
ZOG Digital
The Evolution Of SEO Trends Over 25 Years | searchenginela…
0 Comments
0
2
Shares
Shares
6
6
Total Engagement
Total Engagement
6
5
Likes
June 21, 2015
0
0
Likes
June 19, 2015
1
Likes
0
June 23, 2015
Comments
Gate6
Social Media & Pluto: New Horizons | linkedin.com | As of …
0 Comments
0
1
Shares
Share
ENGAGEMENT ON BRAND POSTS Fan Page Comparison: Engagement on Brand Posts
Engagement per post
30
CONTENT TYPE PERFORMANCE MOST ENGAGING CONTENT TYPE
(size of bubble = number of posts)
25
VIDEOS
20
24 interactions, 18% of all engagement
15
MOST COMMONLY POSTED
10
LINKS
5
13 posts, 62% of all posts
0 BEST PERFORMANCE: The Lavidge
-5
VIDEOS
-10 Link
Photo
Status
Video
Other
24 interactions, 77% of the brand's engagement
SOCIAL TARGETING
ADVOCATE ANALYSIS WE’VE ANALYZED 50,000 FANS OF YOUR INDUSTRY IN YOUR MARKET, ANALYZED THEM, AND IDENTIFIED THE BIGGEST ADVOCATES TO CREATE YOUR IDEAL FAN PERSONA
Persona name: Age Sex Education location Interests Behavioral
SET AN OBJECTIVE C HOOSING AN OBJECTIVE Your advertising objective should match your advertising goal. Before choosing an objective, you should ask yourself what you want to accomplish with your ad and what would be your ideal outcome. Once you've answered those questions, match your answers against each advertising objective to figure out which one might work best for you.
GEO & DEMOGRAPHIC TARGETING C H A M PA I G N
OBJECTIVE
Location: Enter the name of one or more countries, states, provinces, cities and zip codes (US only) or post codes (countries outside of the US) to show your ads in those locations. You can use any of the choices in any combination. After selecting a location, use the arrow on the right to choose a radius from that location or exclude a location that falls within the selected area. Demographic Targeting Options Age & Gender: Select the minimum and maximum age of the people who will find your ad relevant. Under Gender choose All unless you only want to target either men or women. Keep in mind that some people don't specify their gender on Facebook, so the only way to reach everyone is to select All.
INTEREST TARGETING TARGETING
D E TA I L S
Interests Targeting Options Reach your audience based on their interests. This can include interests shared on their Timelines, apps they use, Pages they liked and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location. For example, if you're a yoga studio in San Francisco, you can enter terms like "Fitness and wellness" and also enter very specific terms related to yoga.
BEHAVIORAL TARGETING WHAT IS BEHAVIOR TARGETING
Behaviors: Reach your audience based on their digital activities, what devices they use, past or intended purchases, and travel.
Behaviors are activities that people do on or off Facebook that helps inform their device usage, purchase behaviors or intents, travel preferences and more. Behaviors are constructed from both someone's activity on Facebook and through offline activity provided by data from Facebook's trusted third-party partners Acxiom, Datalogix and Epsilon.
AD FORMATS TARGETING
D E TA I L S
Desktop & Tablets
FAN BASE
Mobile
A B O U T A X I O M A DV I S I N G W E A R E O N L I N E M A R K E T I N G A DV I S E RS Actionable Marketing Insights That Delivers Optimal ROI
Consistently exceeding revenue goals can only be done by establishing clear communication channels, developing a holistic understanding of your company, then leveraging our marketing experience to design actionable marketing solutions that make an impact.
Marketing Planning
Marketing Direction
Marketing Operations
Launch a new product
Lead major initiatives
Jump start the marketing department of newly formed companies
Developing new campaign strategy
Multi-channel Marketing Integration
Identify areas of opportunity and change
Re-brand (or brand) your organization
ROI Optimization
Replace key members of your team on leave