The below post is an analysis based on Facebook Insights from the XYZ Company who specializes in heating and cooling (HVAC) systems located in Western Massachusetts.
AUDIENCE INSIGHTS
Although the Facebook audience is predominantly females aged 35–54 (57%), the reach is almost 50/50 female/male and more men aged 35–54 are engaged at 65%. The majority of fans are from the East Coast, primarily in Western Massachusetts, New York and Connecticut. The city of Amherst, MA (1,206) has the most reach, followed by Springfield, MA (708) then Chicopee, MA (514). Which makes sense because the cities of Springfield, MA (96) Chicopee, MA (33) and Hartford, CT (31) round out the top three cities where XYZ fans are based. Finally the cities with the majority of fans engaged are from Chicopee, MA (17), Holyoke, MA (11) and West Springfield, MA (5).
WHAT IS THE XYZ COMPANY’S AUDIENCE INTERESTED IN AND WHAT ARE THEY CLICKING ON WHILE IN FACEBOOK?
During the week of 10/31/2105 to 11/06/15 there were 489 likes, up 1.2% from the prior week and the reach was 1,704 which was down 34.5% from the week prior. The Post with the most Organic/Paid reach (485), post clicks (28) and likes/comments (10) was on Sunday, November 1 at 1:36 pm. The post referenced a Fujitsu* wall mounted heat pump. Given that the temperatures in the area started to drop during this time, I would assume the audience is starting to think about winter weather and how to keep their homes and businesses warm. The second post with the highest reach (294), post clicks (22) and likes/comments (9) also referenced the Fujitsu Heat pump and was posted on Thursday, November 5 at 6:29 am.
Facebook pages likes, reach and engagement.
However, if you look at the engagement since September, posts about the New American Standard gas furnace has hands-down the highest engagement of 1.7k reach on Friday October 16, 2015 at 9:42 am.
*The Jujitsu heat pumps in reference are wall mounted, ductless heaters. Some models serve a dual purpose of heating and cooling.
According to the data, total page likes have been growing steadily since June 2015, but, the day-to-day likes have been decreasing. Likes have been categorized as coming from “Paid” likes which correlates to ads being placed in news feeds or on the right rails. (I would assume that XYZ ran an ad campaign when temperatures started to rise, targeting audience members who needed to get air conditioning or schedule maintenance for their air conditioners.) The Organic likes seem to stay the same, with one like or below with only one spike of two likes taking place between June 15 – 20.
Where Facebook Page Likes Happen
The data says there were more “likes” when ads ran as well as a higher “reach” when there was paid media running. Organic reach was very low and has been consistently since June. There looks like there was a lull in the month of September where nothing was posted and there were no Facebook page views at all. This was mitigated by a link from Google+ which caused a spike in referral traffic the first week of October.
Traffic on Facebook is not surprisingly the highest from 6—9 pm; at 3 pm and at noon with Fridays and Sundays having the most traffic.
AREAS OF IMPROVEMENT
After analyzing the data one key area of improvement would be on increasing SEO performance for organic searches. By optimizing keywords, tags, metadata and links, XYZ Company could increase its search results and get a higher listing in search engines. I would also recommend XYZ to try pay-per-click sponsored ad searches to move their company to the top of search engine lists.
With an engagement audience which is primarily male, I would suggest XYZ to also try Twitter and maybe upload some quick informational videos on YouTube that can be cross-linked with Facebook and Twitter. The videos could be anything from when to clean your air filter to how to work your new digital thermostat.
XYZ could also start a blog in which helpful maintenance tips and equipment reviews are given, with links to the YouTube video mentioned earlier used to engage their audience.
Since it has been seen that engagement increases with posts that talk about heat pumps and gas furnaces from October to November, I would recommend that XYZ do a promo starting in October that would offer coupons for service or purchase. I would also recommend another campaign starting in June for an air conditioner campaign for purchase or maintenance. These promos are not only featured on Facebook, but also Twitter, the blog and via monthly e-newsletter. A referral program to engage current customers on social media and the website would increase awareness as well.
Another more traditional media recommendation would be two postcard campaigns in the Amherst, Springfield and Chicopee, MA area, one in summer highlighting air conditioner sales and service and the other in fall highlighting heating sales and service.
IN CONCLUSION
I believe XYZ Company could increase its profits on sales and service with some very targeted strategies emphasizing what their Facebook audience is already telling them. With consistent messaging across multiple IMC channels, XYZ company can build it’s fan base and in-turn grow it’s profits in a strategic way.
thundercloudlove 