Evaluation Report

Brick Factory Social Media Marketing

3/10/15 - 4/30/15

Goals

Increase awareness of the Brick Factory as a digital agency in D.C.

Establish the Brick Factory as a thought leader among recognized web design and
digital marketing firms

Objectives

Increase Facebook likes by 25% (320 fans)

Increase Twitter followers by 30% (122 followers)
Increase LinkedIn followers by 30% (20 followers)

Strategies

Page Ads
Sponsored Content
A/B Testing

Page Ad Takeaways
Worked best with Facebook, second best with Twitter

Avg. Cost per like/follower: FB, $0.78 | Twitter, $2.14

Avg. followers per trial: FB, 93 fans | Twitter, 35 followers

Best to choose lifetime budget option to avoid overspending

Note: LinkedIn allows budget to go over by 20%

LinkedIn page ads are better suited for new business leads or talent
acquisition due to the nature of the platform.

Negative ROI for paid promotion

Page Ad Progress

Page Ad Progress Contd

Platform

Start
(3/05/15)

End
(5/5/15)

Goal
(End of Q2)

Facebook

1,281 fans

1,446 fans
(+12.8%)

320 fans
(+25%)

Twitter

404 followers 462 followers

(+14.4%)

122 fans
(+30%)

LinkedIn

69 followers

20 followers
(+30%)

72 followers
(+4.3%)

Sponsored Content Takeaways

Promotes engagement by sharing Brick Factory content to new audiences

Sponsored content increases the reach of SM posts; pay per engagement

Most worthwhile when used on Brick Factory curated content; not others

Worked best with Twitter; second best with Facebook

Avg. reach of posts: Twitter, 5500 users | FB, 2000 users

Avg. cost per engagement: Twitter, $0.75 | FB, $1.50

Twitter engagements = favorites, mentions, RTs

Facebook engagements = likes, comments, shares

Strategy in line with goal of increasing brand awareness and a becoming

thought leader in the digital space

Sponsored Content Progress

A/B Testing Takeaways

One variable per post (3 posts max) will ensure key takeaways are
accurate and conclusions can be drawn

FB dark posts are only shown to a fraction of a target audience for a fraction of the time for even
distribution keep in mind when determining avg. engagement / post

Best to experiment with FB Dark Posts over a long period of time (2

weeks or more); promotes larger sample size for more accurate data.
While images generally improve the quality of social media content, the
copy text is still the most important element of an Ad.

When all posts had images, the wearable blogs title worked best as copy text

Final Budget Spend

Platform

Campaign Type

Final Spend (Both Trials)

Facebook

Page Ad

$129.33

Facebook

Sponsored Content

$89.17

Twitter

Page Ad

$140

Twitter

Sponsored Content

$120

LinkedIn

Page Ad

$2

LinkedIn

Sponsored Content

$47

TOTAL SPEND

$527.50

Key Demographics
Our targeting:

Business

Advertising
Business news and general info
Business software
Entrepreneurship
Government
Human resources
Leadership
Marketing
Nonprofit
Organized labor and unions
Small business
Technology

Our Audience:
Technology and computing

Cell phones
Computer networking
Computer programming
Data centers
Databases
Enterprise software
Graphics software
Mobile
Network security
Open source
SEO
Startups
Tablets
Tech news
Web design

Final Takeaways

Use interest and behavior targeting to gain fans and followers in key
demographics who would find Brick Factory content valuable and newsworthy
organically.

ROI was negative on LinkedIn. Discontinue budget for this platform.

Optimal time to post on social media: in the morning between 8-9 a.m., in the
afternoons between 5-6 p.m. (industry commuters)

Concerned about content? Try dark posting to refine content strategy and
retrieve data from experimenting with controlled variables.