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Similaire à Social Media Audit 2
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Social Media Audit 2
- 1. Chamber Social Media Audit An audit of LinkedIn, Twitter and Facebook
- 2. Overview • Introduction to the 3 accredited Chambers of Commerce’s who use the same social platforms as DCCI • Engagement audit of how the Chambers use Twitter and Facebook • Common themes • Recommendations for best practice in industry • Overall conclusions
- 3. Things to find out… • What are Chambers trying to achieve through social media marketing? • Has the Chambers social footprint grown in the last year in comparison to 5 years ago? • Who is our target audience and why? • How good are other chambers and our chamber in targeting customers through social media? • Which social media tools are used by the other chambers and our Chamber? • How good other chambers and our Chamber are in building positive influence amongst customers? • How good are other chambers and our chamber in leveraging the various social media tools? • How good are other chambers and our chamber in engaging with the target audience? • How good are other chambers and our chamber in amplifying (sharing) messages? • What are best practices we can come up with from our social media audit? • How are we going to implement these best practices?
- 4. London Chamber Of Commerce Facebook page likes = 2082 Twitter followers = 9195 LinkedIn members = 3882 6th April 2016 • The capital's largest independent networking and business support organisation • Representing the interests of thousands of companies to key business stakeholders and influencers across all business sectors • Connect thousands of business people every year and offer their members a wide range of practical and professional services • Host over 200 B2B events each year, provides member-to-member marketing opportunities, unlimited access to legal and HR advice, access to our exclusive central London meeting space and the opportunity to be part of an extensive international trade mission programme
- 5. Norfolk Chamber Of Commerce Facebook page likes = 902 Twitter followers = 6821 LinkedIn members = 2718 Company Vision • Embraces and represents the County’s business community - from start-up businesses, small and medium enterprises, and on to global brands • Provide networking opportunities, share knowledge, offer business services • Signpost to business opportunities and inspire innovative thinking to enable companies to do better business. • Their voice is your voice, amplifying your voice through established connections 6th April 2016
- 6. Manchester Chamber Of Commerce Facebook page likes = 988 Twitter followers = 19400 LinkedIn members = 7116 Company Vision • Provide first-class business support to companies of all shapes and sizes, through a range of sector-based membership services and networking opportunities • Help connect members to the networks and information they need to grow through targeted industry events • Help create the best workforce through their skills and development programme • Aim to provide invaluable links between business and training providers to deliver training which meets employer’s needs. • Be the voice of business for its members 6th April 2016
- 7. Dorset Chamber Of Commerce Facebook page likes = 590 Twitter followers = 4239 LinkedIn members = 1467 Company Vision • Be a leading business support organization • Develop knowledge and skills • Deliver high quality services • Enhance the value of membership • Promote a dynamic Dorset • Develop International Trade • Championing Dorset Business • Develop effective business networks • Engage and understand the views of business • Inform, engage and influence decision makers • Work with partners and stakeholders in supporting business i.e. town chambers, schools, colleges • Maximise funding support opportunities for Dorset 6th April 2016
- 8. Twitter engagement audit London Chamber Date Topic/ topics number of tweets stakeholders tweets Retweets Favourites no of influencers tagged Engagement score 08/03/2016policies 11 0 4 4 1 0.8 09/03/2016events, policy 4 0 3 4 0 1.8 10/03/2016events, policy, new members 8 0 12 6 9 3.4 11/03/2016n/a 0 0 0 0 0 0 12/03/2016n/a 0 0 0 0 0 0 13/03/2016n/a 0 0 0 0 0 0 14/03/2016policy, blog, advert 5 2 17 34 4 11.4 15/03/2016policy, event 16 2 29 22 8 3.9 Average 44 4 65 70 22 3.7 Manchester Chamber Date Topic/ topics number of tweets stakeholders tweets Retweets Favourites no of influencers tagged Engagement score 08/03/2016survey, advert, event, policy, newsletter 22 9 71 41 14 6.1 09/03/2016member, newsletter, new members, policies, events 29 17 46 35 21 4.1 10/03/2016survey, events, news releases, policies 33 20 109 75 21 6.8 11/03/2016advert, event, survey response 23 15 58 50 24 6.4 12/03/2016event, advert 2 1 14 7 1 11.5 13/03/2016event, advert 3 1 17 7 1 8.6 14/03/2016advert, news releases, events, policies 17 8 42 17 14 4.8 15/03/2016advert, news releases, events, policies 17 10 61 24 9 6.1 Average 146 81 418 256 105 5.9 Norfolk Date Topic/ topics number of tweets stakeholders tweets Retweets Favourites no of influencers tagged Engagement score 08/03/2016 event, funding opportunities, advert (mag promo), road closures 7 1 7 10 3 3 09/03/2016event, advert 9 4 30 39 9 9.1 10/03/2016event, policy 5 1 6 12 2 4.2 11/03/2016survey, event, member news, 7 2 10 10 7 4.1 12/03/2016event 1 0 0 1 0 1 13/03/2016n/a 0 0 0 0 0 0 14/03/2016news release, member news, policy, event 6 4 9 13 2 4.6 15/03/2016event, policy 3 0 4 3 2 3 Average 38 12 66 88 25 5 DCCI Date Topic/ topics number of tweets stakeholders tweets Retweets Favourites no of influencers tagged Engagement score 08/03/2016advert 2 1 2 3 2 4 09/03/2016event (training) 1 0 0 0 0 0 10/03/2016road closures, event 4 2 5 3 1 2.75 11/03/2016survey, policy, news release 4 2 4 3 0 2.3 12/03/2016n/a 0 0 0 0 0 0 13/03/2016n/a 0 0 0 0 0 0 14/03/2016n/a 0 0 0 0 0 0 15/03/2016n/a 0 0 0 0 0 0 Average 11 5 11 9 3 2.5
- 9. Twitter average engagement score Engagement Score LCCI Manchester Norfolk DCCI Chamber Engagement Score LCCI 3.7 Manchester 5.9 Norfolk 5 DCCI 2.5 The higher the score, the more engaged the audience Manchester Chamber represent the highest engagement level DCCI represent the lowest engagement level In terms of best practice DCCI could take on some of the practices Manchester and Norfolk chamber adopt as they are the two highest scorers
- 10. Some good Twitter examples
- 11. Some good Twitter examples
- 13. Common Themes Welcoming new members Event Updates Policy updates Live video tweeting at events Live photo tweeting at events Pushing surveys Tagging influencers Using relevant hashtags Promoting internal comms i.e. newsletters Funding opportunities Manchester and Norfolk leading on TwitterFormal tone
- 14. Best practices • Implement a daily strategy • Make sure strategy mirrors company objectives • Leading business support organisation, networking, supporting members etc • Live event tweeting • Photos and videos • Use of relevant hashtags • i.e. #YoungChamber #DCCI #JoinYourChamber • Tag influencers in as many tweets possible • Engage with influencers who post about us • i.e. at events or members who thank us for a great event • Piggyback off our influencers • Make tweets member relevant • Welcoming new members • Members news releases • Member adverts • On the lead up to events implement a pre, during and post communications campaign • Tweet about the policies we are supporting i.e. bridging the gap between school leavers and the workplace, international trade, QES, business leaders forum • Use a formal tone approach • Good use of imagery- real life images
- 15. Facebook engagement audit London Chamber Date Topic/ topics number of posts visitor posts on timeline comments shares replies likes no of influencers tagged Engagement score 08/03/2016event 1 0 1 0 1 6 0 8 09/03/2016event 1 0 0 0 0 5 0 5 10/03/2016policy 1 0 0 0 0 4 0 4 11/03/2016n/a 0 0 0 0 0 0 0 0 12/03/2016n/a 0 0 0 0 0 0 0 0 13/03/2016n/a 0 0 0 0 0 0 0 0 14/03/2016n/a 0 0 0 0 0 0 0 0 15/03/2016n/a 0 0 0 0 0 0 0 0 Average 3 0 1 1 15 0 5.6 Manchester Chamber Date Topic/ topics number of posts visitor posts on timeline comments shares replies likes no of influencers tagged Engagement score 08/03/2016internal job vacancy, advert 2 0 0 0 0 0 0 0 09/03/2016member related news, newsletter 2 0 0 0 0 1 0 0.5 10/03/2016n/a 0 0 0 0 0 0 0 0 11/03/2016newsletter 1 0 0 0 0 0 0 0 12/03/2016events 1 0 0 0 0 0 0 0 13/03/2016n/a 0 0 0 0 0 0 0 0 14/03/2016advert 1 0 0 0 0 2 0 2 15/03/2016policy 1 0 0 2 0 3 0 5 Average 8 0 0 2 0 6 0 1 Norfolk Chamber Date Topic/ topics number of posts visitor posts on timeline comments shares replies likes no of influencers tagged Engagement score 08/03/2016traffic update 1 0 0 0 0 0 0 0 09/03/2016survey 1 0 0 0 0 0 0 0 10/03/2016n/a 0 0 0 0 0 0 0 0 11/03/2016n/a 0 0 0 0 0 0 0 0 12/03/2016n/a 0 0 0 0 0 0 0 0 13/03/2016n/a 0 0 0 0 0 0 0 0 14/03/2016n/a 0 0 0 0 0 0 0 0 15/03/2016news release 1 0 0 0 0 4 0 4 Average 3 0 0 0 0 4 0 1.3 DCCI Date Topic/ topics number of posts visitor posts on timeline comments shares replies likes no of influencers tagged Engagement score 01/03/2016event photos 2 0 0 1 0 7 1 4.5 02/03/2016n/a 0 0 0 0 0 0 0 0 03/03/2016n/a 0 0 0 0 0 0 0 0 04/03/2016photos of day visits, event 2 0 0 0 0 7 0 3.5 05/03/2016n/a 0 0 0 0 0 0 0 0 06/03/2016n/a 0 0 0 0 0 0 0 0 07/03/2016event 1 0 0 2 0 4 0 6 08/03/2016event photos 1 0 0 0 0 9 1 10 Average 6 0 0 3 0 27 2 5.3
- 16. Facebook average engagement score Engagement Score LCCI Manchester Norfolk DCCI Chamber Engagement Score LCCI 5.6 Manchester 1 Norfolk 1.3 DCCI 5.3 LCCI represents the highest engagement score, 5.6 with DCCI coming second, 5.3. This figure is not a true reflection of how engaging each chamber actually is because there hasn’t been a higher enough number of posts to analyse. Facebook is used on an ad hoc basis. In terms of best practice we should take on board some of the ‘topics’ which have received high engagement rates.
- 19. Common Themes Event updates Photos from events and visits Description for posts aren’t engaging enough Not enough content on posts Lack of engagement in terms of shares, comments, replies Only engagement are likes and the occasional share No daily strategy in place Personal posts about members tend to gain higher engagement No sense of continuity with tone across all Chambers DCCI and LCCI leading on Facebook
- 20. Best practices • Implement a daily strategy • Make sure strategy mirrors company objectives • Leading business support organisation, networking, supporting • Make posts personal about members • Do not mix sense of tone (either formal or informal) • Make content member related, about members, show we care about members • Include real life imagery • Include photos from events and member visits • Make our followers feel as if we are real human beings • post staff photos in the office/ at events, videos • Tag companies in posts • Videos of members • Tag location of events • Make content in posts more engaging to get a higher reply rate • Ask questions • Ask for views
- 21. Overall conclusions • Twitter is used more efficiently by all Chambers • Facebook is used on an adhoc basis • In order for high engagement levels and successful social media marketing there must be a daily strategy in place • It is important to include influencers so your message can spread to other networks • It is important to produce good quality content which makes the audience want to engage such as asking questions • Posts and tweets about members are more engaging than policy based ones as they have a personal connection • Twitter is used as a ‘call to action’ where members advertise their news, advertise services, Chambers advertise events • Facebook is more of an information page – Chambers use it to post about events they have held, events that are coming up • Use of imagery and video is important – these gain higher engagement rates • The key to success is to plan and strategize your social media marketing around your company objectives
Notes de l'éditeur
- https://www.optimizesmart.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/ http://frankjkenny.com/facebook-chambers-taking-next-level/
- From looking at the topics you can see Manchester chamber have a clear strategy in place. They have similar themes for each day ‘survey, advert, policy, news release, newsletter’. These themes represent their company vision. Norfolk Chamber have a strategy in place but are more ad hoc with their posting. In one week Manchester Chamber posted 146 posts whereas Norfolk posted 38. Manchester Chamber have 10k followers and have over 5000 members which is one of the reasons they have a higher engagement rate. DCCI and LCCI do not have much of a strategy in place, 2 or more days of the week not posting about anything. Manchester have a large number of stakeholders tweeting for them on a weekly basis. Business people attending events, stakeholders they are working, they encourage this by tagging them in their own posts as influencers first. DCCI do not actively tag many influencers, we do not have many stakeholder tweeting for us probably due to no strategy and posting on an ad hoc and ‘when we need to’ basis.
- Look at examples from top 2 engagers
- Good examples from Manchester chamber – all member focused whether it is policy based, event based, welcoming new members, live video captures at events, promoting member adverts by retweeting, Formal tone
- No influencers tagged Links missing DCCI no variation in content
- Tagging influencers i.e @britishchambers @customised @BBC Norfolk @PhillipGMCC Themes involving members and building relationship with members tend to get higher engagement i.e. policy based tweets aren’t as engaging as ‘thank you @.... For attending our event’.
- We can see from Manchester's daily strategy implemented (topics talked about each day) they received a higher engagement rate than any other chamber (5.9). Similarly Norfolk received an engagement rate of 5 and also showed a robust strategy in place too. This suggests we should implement a daily strategy in order to gain higher engagement levels on Twitter and in to be more engaging. The issue we have internally is resources. Tagging influencers i.e @britishchambers @customised @BBC Norfolk @PhillipGMCC Tweets involving members and building relationship with members tend to get higher engagement i.e. policy based tweets aren’t as engaging as ‘thank you @.... For attending our event’. Building a communications campaign on Twitter on the lead up to events and during the event will increase engagement, increase bookings and make the members feel more valued as we will be adding that personal connection.
- As a whole Chambers do not use Facebook as efficiently as they use Twitter. All 4 chambers post under 10 posts a week with Manchester leading with 8 posts a week during the week 8th March- 15th March, in comparison to the lowest posters Norfolk and London Chamber who only posted 3 times. DCCI’s Facebook audit was conducted for the week 1st March – 8th March because nothing had been posted from 8th March onwards so no data could be collected from the 8th March – 15th March. There doesn’t seem to be much of a daily strategy in place for any Chambers. The strategy in place is very ad hoc. You can see from the topics posted each Chamber varies what they post about. The engagement level in general is pretty low due to the low number of posts (zero comments, shares, replies, likes influencers tagged). However when posts are done i.e. DCCI 1st march posted photos from an event, this gained 7 likes showing people do like to engage when the post is about them. Posts on policies do not receive as high number of engagemnt i.e. LCCI 10th march received 4 likes. There is a lack of engagement in terms of comments, shares, replies. Only engagement seems to be likes with the occasional share. This suggests there needs to be better, more engaging content posted on Facebook so higher levels of engagement can be received. DCCI and LCCI are leading on the engagement, however we can see this isn’t a reflection on whether they are engaging well as there aren’t many posts for customers to engage with. There needs to be more effort in implementing a daily strategy on Facebook which offers engaging content. No visitor posts on timeline- no adverts – no clogging with adverts – purely used to communicate internal information
- Content published on 7th march for DCCI is engaging, descriptive but could still be more enticing to begin with. Content published on 3rd March from DCCI is personal and engaging, friendly tone. Tone on Facebook is a mix of formal and informal…. Need to clarify what tone we are going to use and stick to it Tone from LCCI is more formal Good use of imagery – real life images = more engaging Not much member news or exciting news on there apart from pushing events No new member welcomes
- Better use of imagery needed for transform your business workshop and description needs to be more engaging The type of content posted is good but the actual content itself isn’t engaging enough. Content needs to ask questions i.e. ‘who is here at our networking event today?’ Norkolk chamber post 8th march – short description no engaging content ‘who has been affected by the roadworks?’ Greater Manchester post – no description about what the brief is No sense of connection with the follower – no images of real people or videos etc
- Tagging influencers i.e @britishchambers @customised @BBC Norfolk @PhillipGMCC Themes involving members and building relationship with members tend to get higher engagement i.e. policy based tweets aren’t as engaging as ‘thank you @.... For attending our event’.