IMC for XYZ (or Is It Cold in Here or Is It Just Me?)

Analyzing Facebook Statistics and Making Recommendations for XYZ Company, a small HVAC install/repair company in western Massachusetts…

Based on the information provided for XYZ Company, we are able to analyze the following statistical information related to the company’s Facebook marketing:

  • Total number of page likes
  • Increase in page likes over the time period of 10/31/15 – 11/6/15
  • Total reach
  • Increase/decrease of reach in percentage for the time period compared to the previous week
  • Engagement by users with posts during the time period, broken down by likes, comments, shares, and post clicks
  • A re-hash of the company’s most recent posts and the reach/engagement stats for each
  • How much of the reach was organic and how much was from paid ads
  • Net number of likes (accounting for unlikes)
  • Where the likes came from – ads, organic page, or page suggestions – June to November
  • Reach stats broken down into paid vs organic
  • Page and tab visits
  • Number and location of reach from external referrers
  • Times of day company’s posts were published and verbiage of most recent posts
  • Breakdown of fans/reach/engagement by gender, age, and geographic location

Key Findings:
XYZ Company’s Facebook reach is virtually completely the result of their paid ads. Their organic reach is practically non-existent by comparison. My deduction would be that paying for ads and boosting their posts is a good strategy for the company because they would apparently be spinning their wheels on Facebook without doing so.

Screen Shot 2015-11-13 at 12.00.20 PM

The company’s reach is predictably local/regional which, being a small company, is likely preferable at this time.

I found the fan gender breakdown interesting. It looks as if the total number of Facebook fans the company has skews significantly female, yet the reach is fairly evenly divided, and the engagements are skewed heavily male.

The company also has gotten only one single referral from an exterior source, that being Google+.

Maybe someone else can, but I was unable to make much rhyme or reason in which days of the week their posts performed better.

The closest thing to consistency I could find in types of posts that performed better are those that either mention an offer or that mention specific brand names (Fujitsu, New American Standard).

Screen Shot 2015-11-13 at 12.01.08 PM

Ways to Improve Facebook Performance:

As far as how the company could improve on their Facebook performance, they really need to do at least two things. First, grow their organic reach. This could possibly be done by making sure they include an “ask” to like the Facebook page on all direct mail pieces; by posting small offers – maybe even just an entry for a giveaway – for anyone who likes the Facebook page and shares the posts; by highlighting their Facebook page link on the company website in a prominent position; and by building that email database that they have not yet done.

The other thing they can do is work to improve the search engine optimization of their posts. Use language that their target market might be searching for such as “HVAC repair” or “broken heat/furnace” or “broken air conditioning”. They do already use a few phrases that should help like “dirty ducts” and “tune up” but they could use others as well.

Also they could do more of what works – the paid ads/post boosts and the mentions of offers in the posts.

Other Avenues?:

To-date, the company seems to have gotten little to nothing – at least as far as the Facebook analytics show us – from other channels, so they really need to do a more focused job of cross-promotion from Twitter and Google+. My guess is that as a very small company, they feel taxed just to keep up with Facebook and are neglecting other channels just due to a shortage of time to devote to them. However, as we’ve learned this semester, a truly successful marketing plan virtually requires that you use multiple channels. If devoting of additional personnel resources (first choice) is not an option, perhaps a solution like Hootsuite might work for the company by pushing content out onto multiple channels and helping to manage them.

Building an email database is crucial for this company to succeed. Their direct mailers (push) and Facebook posts (pull) should lead customers/fans to the website where some sort of incentive (offer? contest entry?) should reside to get people to provide their email address. A newsletter should absolutely be created to periodically send to those email addresses as well.

Future Campaigns?:

Most residential HVAC companies I know of seem to thrive on pre-seasonal specials and offers.

XYZ Company could definitely begin planning a pre-summer A/C marketing blitz right now for an early spring launch. They could use all of their SM channels (again, Hootsuite or similar might be a big help), direct mail pieces, email (if they get their act together), and print ads in the local newspapers to promote the special pre-summer offer and really push consumers to go to the website (where they’d better have some good content awaiting!). Before this class, I was totally unaware of proximity marketing, and have since become a big proponent of what it can do. In this particular instance of a small residential HVAC company, I’m struggling to brainstorm a way that PM could be woven into the mix as well. (My ideas are too corny or unrealistic and time-restricted to even put on record here – but there might be some way to do it.)

XYZ Company appears to be in a very crucial spot right now. They could be very close to getting over the hump and growing their business or they could languish. Just a few resources, some dedicated focus, and following a good IMC plan might be all they need to make the jump toward major success.


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