Monica Gonzales

MONTHLY SOCIAL MEDIA REPORT August 1 – 31, 2017 Prepared by PERFORMANCE OVERVIEW: WEBSITE Definition of Terms …………………………………………………………..……… 04 Site Performance Summary ….……………………………………………..……. 05 Visitors Demographics ..…………………………….......…………………..…….. 06 Website Traffic Sources ……………………………………………………..…….. 07 Landing Pages Performances ………………………………...……..…..……… 08 Campaign Evaluation ……………………………………...………………..….... 09 Keywords Performances ………………………………….......……..……..……. 10 PERFORMANCE OVERVIEW: FACEBOOK Definition of Terms ………….……………………...………………………………. 13 Page Performance Summary ……….…………………….………….…………. 14 Fans Demographics ………….………………………….………………………… 15 User Activity ………….…………………………………………….……….……….. 16 Engaging Post Types ………………………………………….……………………. 17 Promoted Post Performance …………………………………………………….. 18 WEBSITE REVIEW http://www.lsmensclothing.com/ DEFINITION OF TERMS Avg. Session Duration – the average length of a session Bounce Rate – the % of single-page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds. Meaning, the lower the bounce rate is, the better the performance of a site within the time frame. Campaign – a set of ad groups (ads, keywords, and bids) that share a budget, location, targeting, and other settings. Clicks – the number of times users click on your ad(s) Cost – the total amount you paid for your ads CPC – cost-per-click; the average cost you paid for each click on your search ad(s) CTR – click-through rate; this is one of the main indicators of your ad’s health. It shows how often people click your ad after seeing it. New Visitors – users who are coming to your site for the first time on a device. Pages / Sessions – the average number of pages viewed during a session. Repeated views of a single page are counted. Page Views – the total number of pages viewed. Repeated views of a single page are counted. Returning Visitors – users who have come back to your site before SEM – a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid ads. Session – a period time a user is actively engaged with your website. All usage data (screen views, events, etc.) is associated with a session Users – those who have initiated at least one session during the date range. These are unique or unduplicated visitors. August 1 – 31, 2017 | p. 05 How users utilized your website? WEBSITE OVERVIEW During the month of August, LS Mens Clothing website gathered 1,869 visits from 1,542 users. These users viewed a total of 4,200 accumulated pages where at least 2 pages, including the home page, were visited for information. Each session lasted an average of 1 minute and 54 seconds before a user exited the website. As per the bounce rate, there has been a roughly average of only 54.41% visitors who left without browsing any more pages other than the landing page. First time visits minimally decreased to 79.72%, that is, a .66% lower than the previous month. Takeaway: On a month-on-month comparison, August data underperformed compared to July across all KPIs, except bounce rate. This healthy bounce rate suggests that the website user experience (UE), user interface (UI) and content might be relevant enough for them to navigate more to other pages. However, there is still a need to improve site accessibility coupled with online marketing efforts to direct first-time users into the website. This can bring more leads, potential customers and eventually higher acquisition into the business. KPIs August 2017 % Change* Sessions / Site Traffic 1,869 6.32% ↓ Users 1,542 8.21% ↓ Page Views 4,200 16.85% ↓ Pages / Sessions 2.25 11.24% ↓ Average Session Duration 01:54 19.89% ↓ Bounce Rate 54.41% 3.51% ↓ % New Sessions 79.72% 0.66% ↓ * Performance percentage change versus the previous month FORMULA USED: ( Current Month – Previous Month ) / Previous Month August 1 – 31, 2017 | p. 06 Who were your active users? DEMOGRAPHICS Age 1st majority: 25 – 34, most of them are new users. 2nd majority: 35 – 44. Though this age group left the site right away compared to others, they are high likely to convert. Currently, the site’s metrics for conversion are (Goal 1) to enter info into contact form; and (Goal 2) to click header to call. Gender 80% were male Interests Over the internet, they search for (1) news/sports news; (2) arts & entertainment / celebrities & entertainment news; (3) TV & video / online video Geo Takeaway: Majority of the users were from New York, New Jersey, Virginia, Michigan, and California. Learning these demographics can help find the right keywords when using Search Engine Marketing (SEM) so that when an ad is launched on Google, it will target the right people who are likely to convert or potential customers. August 1 – 31, 2017 | p. 07 Traffic Sources VS Bounce Rates VS Benchmarks Which traffic sources you can focus on? 80.00% 70.00% Organic Search – discovered your website by entering or searching a keyword in a search engine and that clicked on your listing Direct – visited your site by typing www.lsmenclothing.com into their browser, or through an undefined channel Social – found your website via a link on a social media Paid Search – drove to your website because of a pay-per-click (PPC) campaign Referral – visited your site by clicking on a URL on another website Benchmarks % – a point of reference where your website’s bounce rate can be measured and compared with the industry. Benchmarks were filtered under “Fashion Designers & Collection” within New York, with 0-99 daily sessions. Takeaway: Majority of the website traffic came from organic search (47.30%) which means that the website is good and well-optimized. Users also saw the website as relevant to what they are looking for, as seen on its healthy bounce rate (39.02%). To further improve, also focus on running good social media content that links to a relevant landing page on the website. Social traffic source currently underperforms (8.20%) with a very high bounce rate (66.27%). 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Organic Search Benchmarks % 47.22% Traffic Sources 47.30% Bounce % 39.02% Direct Social 47.58% 34.90% 43.84% 57.52% 8.20% 66.27% Paid Search 59.44% 4.80% 73.53% Referral 54.55% 4.80% 35.19% *Keep in mind that the lower the bounce % is versus the benchmarks %, the better the performance of the site. August 1 – 31, 2017 | p. 08 Which pages you can potentially improve? Aside from the home page which acquired 1,099 of the total sessions and a healthy bounce rate of 43.49%, majority of the users’ first interaction on the website are the (1 ) Custom Made Suits in NYC page; (2) H. Freeman and Sons page; and, (3) Southwick Suits in New York page. Takeaway These pages showed the next 3 healthiest bounce rates which can further be optimized by setting it as landing pages on future campaigns. This means that users tend to be interested and thus go through these pages after the home page. Bounce % and average session duration suggests that users read through these content because its relevant to them. LANDING PAGES PERFORMANCES Pages Sessions % Change * Bounce % Avg Session Duration /custom-suits-new-york/ 109 9.17% ↓ 69.72% 01:31 /h-freeman-sons/ 23 39.47% ↓ 47.83% 01:46 /southwick/ 21 31.25% ↑ 52.38% 00:37 * Session percentage change versus the previous month August 1 – 31, 2017 | p. 09 How well your campaigns performed on Google? As a rule of thumb, the quality of how well a campaign performed can also be seen on the direct relationship of clicks, cost and cost-per-click (CPC). No matter if the cost for a campaign increased as long as it acquired a lower CPC while maintaining (or even improving) traffic, clicks and conversion levels, then it can be stated that the campaign is doing good. Takeaway: Among all campaigns, (New) Shirts performed and was optimized the best. Though there was 28.26% increase on cost, this campaign was still able to save 7.37% off because it acquired 18 clicks, which is 38.46% more than last month. This means that the strategy to increase the cost under this campaign was a good decision. On the contrary, increasing the cost of (New) Suits by 10.35% did not render a good CPC. In fact, it costed 32.42% more expensive while still losing 16.67% engagement. This means that this campaign might not be seen too relevant by users. There is a need to optimize this campaign more. AD WORDS CAMPAIGN Campaign Clicks % Change* Cost % Change CPC % Change Conv. Rate % Change CPCon** % Change (New) Suits 55 16.67% ↓ $490.94 10.35% ↑ $8.93 32.42% ↑ 0.00% 0.00% $0.00 0.00% (New) Shirts 18 38.46 ↑ $71.80 28.26% ↑ $3.99 7.37% ↓ 0.00% 0.00% $0.00 0.00% (New) Pants 10 25% ↑ $27.47 34.26% ↑ $2.75 7.41% ↑ 0.00% 0.00% $0.00 0.00% (New) Tuxedos 6 53.85% ↓ $22.83 64.81% ↓ $3.80 23.75% ↓ 0.00% 0.00% $0.00 0.00% * % Change = performance percentage change versus the previous month ** CPCon – cost-per-conversion August 1 – 31, 2017 | p. 10 How well your keywords performed on Google? TOP 20 BY CONVERSIONS No Campaign Clicks Cost CPC Conv. Rate CPCon* 1 +custom +suits nyc 11 $156.03 $14.18 0.00% $0.00 2 +custom +dress +shirts 5 $21.61 $4.32 0.00% $0.00 3 +tailored +pants 5 $13.34 $2.67 0.00% $0.00 4 +custom +tailored +suits 4 $31.78 %7.94 0.00% $0.00 5 +custom +tailored +shirts 3 $13.46 $4.49 0.00% $0.00 6 +men +custom +suits 3 $19.08 $6.36 0.00% $0.00 7 +nyc +shirt +tailor 3 $9.72 $3.24 0.00% $0.00 8 custom made suits nyc 3 $39.62 $13.21 0.00% $0.00 9 +custom +suits +new +york 2 $33.03 $16.52 0.00% $0.00 10 +mens +tailored +shirts 2 $8.34 $4.17 0.00% $0.00 * CPCon – cost-per-conversion August 1 – 31, 2017 | p. 11 How well your keywords performed on Google? TOP 20 BY CONVERSIONS No Campaign Clicks Cost CPC Conv. Rate CPCon* 11 +nyc +suit +tailor 2 $16.58 $8.29 0.00% $0.00 12 custom men suits 2 $13.93 $6.96 0.00% $0.00 13 custom suit tailor 2 $19.22 $9.61 0.00% $0.00 14 getting a suit tailored 2 $11.61 $5.80 0.00% $0.00 15 made to measure suits 2 $14.96 $7.48 0.00% $0.00 16 mens made to measure suits 2 $9.90 $4.95 0.00% $0.00 17 mtm suits 2 $15.95 $7.98 0.00% $0.00 18 +custom +dress +pants 1 $3.44 $3.44 0.00% $0.00 19 +custom +dress +shirts +nyc 1 $4.28 $4.28 0.00% $0.00 20 +custom +tuxedos 1 $2.48 $2.48 0.00% $0.00 * CPCon – cost-per-conversion FACEBOOK PAGE REVIEW https://www.facebook.com/LSMensClothing/ DEFINITION OF TERMS Engagement – the number of people who clicked anywhere in your post. This includes likes, comments, shares, video views, and clicks on links and photos Engagement Rate – measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. For FB, a good ER is anything above 1%. Fan Reach – the number of fans of your page who have seen any given post. This is “organic reach” which means that it only records the views that occurred directly, and not through an action of a friend of a fan (such as a like, share or comment) Negative Feedback – the total number of times people have given negative feedback to your page Organic Reach – the number of people, fans and non-fans, who have seen a given post. This means that although some are not fans of the page, they have accessed your page or seen its content in a widget Organic Engagement – the number of people who interacted on your post without being triggered by paid ads Paid Reach – the total number of unique people who were shown your post as a result of ads Paid Engagement – the number of people who interacted on your post as a result of ads PTAT – People Talking About This; the number of unique people who created a story about your page post by interacting with it Reach – the number of unique people who saw your content. It affects every other metric you can track August 1 – 31, 2017 | p. 14 How users utilized your FB page? During the month of August, LS Mens Clothing FB page gained 1,049 followers, with an increase of 209 from July. On that account, all the posts during this month directly reached 6,388 of your fanbase while potentially reaching 3,744 even those who are outside your fanbase. From that number of reach, about 1.67% interacted with your content, which can be considered as a good engagement rate in the industry but an underperformance compared to last month’s engagement. Yet, your content triggered interest to some audience that 65 of your fans must have liked, commented or shared your post to their friends. On the contrary, 7 people who saw one of your posts hid it from their newsfeed. Total Followers Fan Reach * Total Organic Reach 1,049 6,388 3,744 vs. prev month: ↑ 209 vs. prev month: ↑ 112 vs. prev month: ↓ 8 Engagement Rate ** Storytellers (PTAT) Negative Feedback 1.67% 65 7 vs. prev month: ↓ 2.37% vs. prev month: ↑ 57 vs. prev month: ↓ 12 * Fan Reach was based on “lifetime post reach by people who like your page” ** Engagement Rate = (Total page engaged users / Total reach) *100 August 1 – 31, 2017 | p. 15 Who should you target for your paid ads? DEMOGRAPHICS 1st majority: 45-54 2nd majority: 35 – 44. Age Gender Geo Takeaway: Contrary to website traffic, your social media (i.e. Facebook) primarily captures an audience who are aged 45-54. They are the ones who are more likely to be reached by your posts and engage on it. They find your content to be most relevant to them. 94% were male Majority of the users were from New York, New Jersey, Nassau County, Newark, and Brooklyn Learning these demographics can help execute cost-effective paid ads (boosted or sponsored) by targeting the right audience who are most interested to the service/product that you offer. These demographics constitutes relevant targeting filters. When an ad has been optimized accordingly, it can potentially lower your cost-per-lead (CPL) and cost-per-acquisition (CPA). August 1 – 31, 2017 | p. 16 When Your Fans Are Online When to best schedule a post? Your fanbase would most likely see your organic posts whenever they are online. Given that at current, paid ads seem to be not much of a priority for the page, try to consider your next organic posting when majority of your fans are online. This can maximize your post reach. Days Sun 953 Mon 952 Tues 941 Wed 948 Thurs 944 Fri 952 Sat 948 6:00 PM 246 9:00 PM 406 Takeaway: Majority of your fans tend to go online during Sunday, Monday and Friday at around 8AM to 9AM. Note that the result of these data varies per week depending on the behavior of your fanbase. 3:00 AM 6:00 AM 9:00 AM 12:00 NN 3:00 PM Time- August 1 – 31, 2017 | p. 17 Post Types How to best engage with your audience? Photo contents of your page tend to be seen by more audience, both fans and non-fans, at an average of 135 reach. However, your current photo contents may not be too engaging for them, considering the vast dynamism of today’s social media. Your audience are more likely to view and engage on your video posts especially if it introduces special features of your products or an interview. Takeaway: To increase fanbase and page engagement, consider boosting a video ad that highlights your product or an interview that emphasizes your brand’s sophistication. Together with relevant targeting filters (ie audience demographics and behavior), and schedule of boosting, there is a high probability of an increase in the performance of your page which may then result to a wider lead generation and a good conversion. Ave. Reach Ave. Engagement Photo 135 5 Shared Video 114 18 Link 104 9 August 1 – 31, 2017 | p. 18 How to further improve promoted posts? PROMOTIONS Flannel Suit Jacket Image Post Takeaway: To increase fanbase and page engagement, consider boosting a video ad that highlights your product or an interview that emphasizes your supremacy. Together with relevant targeting filters (ie audience demographics and behavior), and schedule of boosting, there is high likely to increase the performance of your page which may result to wider lead generation and a good conversion. Date 8/10/2017 Budget $20.00 Organic Reach 270 Paid Reach 794 Total Reach 1,064 Organic Engagement 76 Paid Engagement 59 Total Engagement 135 END OF REPORT Prepared by