In this social media management case study, you'll see how we helped increase brand awareness for 3 unique companies.
The first example comes from a brand with a line of all-natural beauty products.
We generated a total of 54,874 fans.
In just 11 months.
Very good, right?
It all started with this email we received from another marketing agency:
"Hi Taliah, do you want me to put you in touch with a social media expert who I know could really help you? [...] I copied this email to our partner Sherman. I know it can help you with everything digital”.
As you can see, we are widely known for our social media marketing services.
So much so that business owners looking for great social media campaigns are often referred to us by other marketing agencies.
After some initial meetings and careful consideration, Taliah decided to stay with us.
Today we're going to share how we help Taliah and other clients build brand awareness through social media management.
But first (for the newbies) let's take a look at the benefits of social media management.
Why use social media for business?
In 2017, Statista reported that 81% of the US population (2.34 billion) actively use a social network. According to Adweek, people tend to spend almost2 hours a dayon social media platforms.
This means your customers or audience are likely on a popular social media platform.
And your business can reach them... possibly every day.
For any business owner or savvy marketer, that alone would be reason enough to embrace social media marketing for business.
But here is the icing on the cake.
In 2017, social media is the most profitable marketing channel available today.
You can target by age, gender, location (including zip code):
You can target by demographics:
You can segment by interests:
You can even target based on behaviors:
Today, it's possible to reach, nurture and engage the same person within your target audience for just $1 worth of ads (real examples of this later).
That's right, $1. Same cost as a dollar menu burger.
Think about it.
Now imagine that you have 1000 people (fans) who follow your company, trust you and are very interested in your products/services.
What would happen if you had 2000 fans?
Or if you had 54,874 fans like Taliah.
That's a recipe for massive brand awareness...
And that's what this social media marketing case study is all about.
What is the difference between social media management and social media advertising?
Here's the truth.
Every marketing agency has their own opinion and thoughts on the difference between social media management and advertising.
And honestly, there's no right or wrong way to describe them.
We like to share it like this:
Social media management focuses on a long-term strategy to increase brand awareness. Typically, this means building strong relationships with fans or potential customers over the course of 6-12 months.
The most important KPIs (Key Performance Indicators) for a social media management campaign are:
- fan growth
- cost professional fan
- cost per appointment
- reaction time
While social media advertising focuses on a short-term strategy to generate leads and sales. Typically, this means running a direct response (click-to-buy) advertising campaign for 3-6 months. Check out our case study on how social media drives sales for a deeper understanding.
The most important KPIs for a social media advertising campaign are:
- Kosten pro conversion
- cost per click
We are often asked:
"Which approach works best?"
The simple answer is both.
However, the social media management approach is the most effective because it creates a stronger connection with your audience.
Social media management is like a long-term relationship.
Social media promotion is like a one-night stand (with the potential for more).
Case Study 1: Social Media Management for Natural Beauty Products
Now let's take a look at the results of Taliah's social media management case study.
Between October 1, 2015 and August 31, 2016, we generated the following:
- 25,468 non-Facebook followers
- US$0.16 for non-Facebook followers
- 20,961 Instagram-Follower
- 3,752 Twitter-Follower
- 4,693 registered non-YouTube
- 263,052 appointments in total
- $0.004 for Commitment
- 146,585 video views
- $0.01 cost per view
Taliah was able to reach and address her exact target audience for less than $1.
In fact, less than 0.20 cents on average. (cost per fan + cost per engagement + cost per view)
Which is ridiculously good.
Here is a screenshot of the ads manager showing 0.16 per fan.
Here's a look at the $0.01 cost per call.
(Cost per view is much more effective and profitable than traditional television advertising.)
This is a look at the $0.004 commitment cost.
These are some of the engaged posts:
Here's a review the brand manager left us:
It's safe to say that everything we did worked, right?
It's not as easy as many people might think.
This was the result of careful planning and past experience.
A proven social media management strategy
This is right.
Every company is different and targets a different target group.
The basics of social media marketing...grabbing a prospect's attention and building a relationship...remain the same.
We know this because we've successfully implemented the same approach for over 278 clients.
Here's a look at one of our strategy decks:
As you can see, we have divided our strategy into 5 phases:
1:Research of competitors and customers.
2:Content development and growth strategy.
3:Implementation of the content and followers strategy.
4:measurement and reporting
Let's dive into the first phase
1: Research of competitors and customers
There are two things we are 99% sure of:
- Your competitors use social media for their business
- Your customers are already on social media
And the 1% chance that they aren't...
This would give you a unique opportunity to get there first.
Otherwise, it makes strategic sense to study the behavior of your competitors and customers before launching a social media campaign.
Careful analysis of posts, growth, and competing ads on social media is a good starting point to see what's working and what's not.
During customer research, we create a customer avatar.
The purpose of the customer avatar is to provide a framework for the ideal customer's goals, values, pain points, challenges, sources of information, objections, and more.
Here's a screenshot of how we've arranged the customer avatar:
- Goals and Values:What does the customer want from himself? Family? Friends?
- Weaknesses and challenges:What frustrates the customer? What stops customers from achieving their goals?
- Information sources: This is information about where your ideal customer is online. What blogs do they read? What conferences do you attend?
- Objects for sale:Why would the target group reject your product? is time Costs? Difficulty in use? Lack of perceived value?
This information allows us to put together a content strategy that speaks directly to this audience.
This is key to attracting and keeping your audience's attention.
2. Content development and growth strategy
Typically, after completing the survey, fans go straight to managing their social media campaign.
Don't make this mistake.
This is what we do..
After the research, we started working on a content calendar.
This content will provide you with information about what posts we make, on what days and why.
Help make the process transparent for everyone and work towards a unified social media posting model.
In addition, we are starting to develop a growth strategy. This often explains what tactics we will use to build brand fans and followers.
3. Content implementation and growth strategy
This is what our customers like the most.
The idea of not having to worry about creating posts, making fans, replying to each message, etc...
Here is an example of our typical timeline:
After signing the contract...
- Week 1: Team startup call and setup.
- Week 2: LYFE working on research, strategy and results (posts and ads)
- Week 3: edits, review and approval of results (possibly introduction)
- Week 4: Social media campaign launch
- Week 5: Initial assessment and status
- Week 8: First monthly review call
4: Measurement and reporting
Many people use social media...
Then say something like:
"Social media marketing is not working for my business."
Normally... this is not true.
Most people give up easily or don't know how to measure their progress.
Even if the store is in a narrow alley, you can still get ahead with social retargeting audiences (pro tip).
Therefore, tracking and measurement is the most important key to success in digital marketing!
Social media is a very complex marketing channel.
This is because there are many strategies you can use on each platform such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google Plus, etc.
Therefore, you MUST compare your results to your goals.
Additionally, we grant our clients access to a customized social media system that allows them to track progress 24/7...with the ability to track every touchpoint.
Here are some screenshots of our tracking and reporting system...
Instagram activity (channel specific dashboard):
Best times to publish (Optimization Analytics):
5. Optimization lifecycle
LYFE strives to improve results month after month.
Every team member strives to achieve results that help our clients grow.
We study the report and look for optimization/improvement opportunities for the next month.
For example, if you find that educational posts work better, we'll spend more time creating educational posts.
The goal of this phase is to make sure we know what's working and tweak it to improve results.
Case Study 2: Social Media Management for Forever Diamonds
Forever Diamonds is a jewelry store located in Lenox Mall, Georgia. The owner, Malik, was looking for ways to raise his store's profile in the huge mall.
After just one phone call Malik found that LYFE was the company he trusted and we launched his social media management campaign.
During the period from April 1, 2016 to April 1, 2017, we generated the following:
- 10,422 non-Facebook followers
- $0.34 for non-Facebook followers
- 7,656 Instagram-Follower
- 45,743 appointments in total
- $0.03 for Commitment
- 39 bid requests for used Rolex watches
As you can see again, Malik was able to reach and engage his fans for less than $1.
But what really made Malik happy were the 39 deals on used Rolex watches.
Basically, that means 39 people make an appointment and commit to visiting the store to buy a used Rolex.
Here's a screenshot of Malik's total fan base:
Take a look at the dedicated people:
Here's a look at the content we post on Facebook to engage your audience:
Here's a look at the content we post on Instagram to engage your audience:
In 2017, Forever Diamonds continues to increase awareness of its brand, leading to more visitors and new customers.
Case Study 3: Social Media Management for Snow Company
Some of you may have heard about the SEO results of Jacobs' best seller in our case study.
If not, here is the brief summary…
Jacob helps run a snowmobile company. He used all of our services and made over 98,000 sales in 5 months.
A big part of Jacob's success has been the social media marketing component.
Between August 1, 2016 and December 31, 2016, we generated the following:
- 49,377 non-Facebook followers
- US$0.19 for non-Facebook followers
- 2,826 new Instagram followers
- 205,584 video views
- $0.001 per call
- 303,378 people committed
- $0.01 for Commitment
- 1,718 potential customers
- $2 professional lead
Extremely good, right?
As you can see again, Jacob was able to reach his fans for less than $1.
In fact, less than $0.25 cents!
The best part is…
Jacob was able to achieve these results with our services in less than 5 months!
The big key here is your ad budget. In those 5 months, Jacob spent over $18,241.55.
That equates to just over $3,000 a month in ad spend.
A price they were more than happy with, given the income generated.
Here's a look at screenshots that support our findings:
Social media management is a long-term (6-12 months) business decision.
The main benefit of social media management is creating awareness and engagement.
Which ultimately creates strong fan relationships that influence their buying decisions.
We are of course recommended if you want to use an experienced team with a proven strategy that works.
If that sounds good to you, do the following:
- go to ourcontact page
- Fill in all the basic information
- Right after being asked to schedule an appointment, select a time/date that is convenient for you
- Come to your pitch meeting with one of our sales consultants.
What is a case study in social media management? ›
A social media case study is an in-depth exploration of one of your biggest client success stories. It describes how you helped them solve their problems and reach their goals. Often, case studies focus on a specific campaign designed to achieve a certain result.What is a good example of a case study? ›
Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those living there.What are the 3 types of campaign? ›
- Brand awareness campaign.
- Rebranding campaign.
- Search engine marketing campaign.
- Social media marketing campaign.
- User-generated content (UGC) marketing campaign.
- Email marketing campaign.
- Public relations campaign.
- Product launch campaign.
One of the most iconic marketing campaign examples is Nike's “Just do it” campaign. Nike launched the campaign in 1988 and featured both professional and amateur athletes sharing their accomplishments and inspiring viewers to do the same.What are examples of campaigns? ›
Coke started its Share a Coke campaign by replacing its brand name on the bottle of Coke with 150 popular names and adding the “Share a Coke” tagline. Because of its low price point, it was easy to encourage customers to buy a bottle for themselves and one for their friends or loved ones.How do you answer a case study in management? ›
- STEP 1: READ THE CASE STUDY AND QUESTIONS CAREFULLY. • ...
- STEP 2: IDENTIFY THE ISSUES IN THE CASE STUDY. ...
- STEP 3: LINK THEORY TO PRACTICE. ...
- STEP 4: PLAN YOUR ANSWER. ...
- STEP 5: START WRITING YOUR CASE STUDY ANSWER. ...
- STEP 6: EDIT AND PROOFREAD. ...
- STEP 7: SUBMIT.
- Read and Examine the Case Thoroughly. Take notes, highlight relevant facts, underline key problems.
- Focus Your Analysis. Identify two to five key problems. ...
- Uncover Possible Solutions/Changes Needed. Review course readings, discussions, outside research, your experience.
- Select the Best Solution.
You will need to introduce the situation, explain the rationale behind your intervention, and analyse the skills and process you have used, reflect on the impact of your work and discuss future action.What are the 3 types of case studies? ›
- Descriptive case studies.
- Explanatory case studies.
- Exploratory case reports.
- Intrinsic case studies.
- Instrumental case studies.
- Collective case reports.
He has helpfully characterised three main types of case study: intrinsic, instrumental and collective. An intrinsic case study is typically undertaken to learn about a unique phenomenon.
What is the most famous case study? ›
- Harlow - Phineas Gage.
- Breuer & Freud (1895) - Anna O.
- Cleckley's (1941) case studies of psychopathy (The Mask of Sanity) and multiple personality disorder (The Three Faces of Eve) (1957)
- Freud and Little Hans.
- Freud and the Rat Man.
- John Money and the John/Joan case.
- Genie (feral child)
- Marketing Campaign Goals. ...
- Understanding Your Ideal Customer Profile. ...
- Quality Content About the Need. ...
- Promotion of Content. ...
- Call To Action.
However, your organization can compile its existing resources into a winning digital marketing campaign strategy by focusing on three key campaign elements: campaign objectives, audience, and key messaging.What is the most popular campaign? ›
- Apple: "Get a Mac" Campaign. ...
- Pepsi: "Is Pepsi OK?" Campaign. ...
- IHOP: "IHOb" Campaign. ...
- Absolut Vodka: "The Bottle" Campaign. ...
- Kay Jewelers: "Every Kiss Begins with Kay" Campaign. ...
- Dove: "Real Beauty" Campaign. ...
- Chipotle: "Back to the Start" Campaign. ...
- Budweiser: "Wassup?" Campaign.
- Know your target audience.
- Set goals for your campaign.
- Use high-quality visuals.
- Use the right call-to-action.
- Monitor and optimize your campaign.
- Nike: Just Do It. Ad Campaign: Print, Television, Internet. Source: brandchannel. ...
- Coke: Share a Coke. Ad Campaign: Print. ...
- Absolut Vodka: The Absolut Bottle. Ad Campaign: Print. ...
- Anheuser-Busch: Whassup (1999) Ad Campaign: Television.
Marketing goals for social media usually center around customer engagement, generating more revenue, improving the customer experience and positioning the company as a thought leader.What is a social media campaign plan? ›
A social media plan helps an organization determine their target audience, the social networks to join, and the type of content to develop and share. It is a vital part of your overall marketing strategy.Why is social media good for campaigns? ›
Social media allows brands to be incredibly targeted in their campaign communications. In-depth targeting options allow you to advertise to only the demographics you want to reach. It's also very easy to track success rates and adjust campaign targeting accordingly and in real time.How do I find case study answers? ›
- Read And Examine The Case Thoroughly:
- Define The Central Issue:
- Gathering Information:
- Take A Brief Introduction:
- Understand The Organizational Goal:
- Research Various Aspects of the Organization Related To Case Study:
- Identify The Other Related Constraints:
How do you start answering a case study question? ›
- Start by identifying the theories and concepts covered in your course. ...
- Practice reading case studies and identifying relevant information. ...
- Practice relating concepts and theories to real-world situations: ask lecturers and check textbooks for practice examples.
- Understand the issue; ask clarifying questions as needed.
- Identify the underlying assumptions.
- Summarize specific issues and findings.
- State your recommendations.
- Outline next steps and expected results/impacts.
Cases involving claims for such things as personal injury, battery, negligence, defamation, medical malpractice, fraud, and many others, are all examples.How do you start a case study example? ›
- Introduce the topic area of the report.
- Outline the purpose of the case study.
- Outline the key issue(s) and finding(s) without the specific details.
- Identify the theory used.
- Summarise recommendations.
- Make time for case notes. Incorporate case note-taking into your daily schedule so you can enter case notes on the same day. ...
- Maintain objectivity. ...
- Stay to the point. ...
- Refer back to previous case notes. ...
- Take notes in a way that works for you. ...
- Ensure your notes are secure.
For example, a person with anxiety who seeks help only when he/she begins having panic attacks conveys to his/her treatment provider that the panic attacks are the most worrisome problem–in this case, panic attacks are the presenting problem.How do you critically evaluate a case study in social work? ›
To assess the quality of a case study, we propose criteria, including transferability/external validity, credibility/internal validity, confirmability/construct validity, and dependability/reliability. Guidelines are presented in a phase-oriented framework: research design, data collection, and data analysis.What are the 4 most important parts of case study? ›
- Ditch the norm. You've seen that tired, old case study template a million times: ...
- Show the cost of inertia. A more useful approach is to spell out how much not solving their problem could eventually cost. ...
- Prove your value. ...
- Create a more effective format.
You can either visit their individual websites (Darden, Harvard, INSEAD, Ivey, Kellogg, Sloan, and Stanford) or use an aggregator, such as The Case Centre, to search and purchase a case study.What are the three most important areas of a case study? ›
3 Key Components of an Effective Business Case Study
- The Problem. ...
- Solution Options. ...
- The Results.
How to perform a case study? ›
- Step 1: Select a case. ...
- Step 2: Build a theoretical framework. ...
- Step 3: Collect your data. ...
- Step 4: Describe and analyze the case.
Your case study should focus on one problem, so ask what problem the user was trying to solve. This question will give the reader (and you) insight into how people perceive and use your product.How to design a case study? ›
- Write down your case studies before you do almost anything else. ...
- Keep it brief & caption everything. ...
- Include the right details. ...
- Give credit & explain your role. ...
- Write in your voice. ...
- Don't image dump. ...
- Think of each case study like a magazine feature.
- Set Goals + Objectives. Set a goal and have all your teams work towards achieving that goal. ...
- Define Your Audience. ...
- Choose Your Channels + Allocate Budget. ...
- Create Adaptive Assets. ...
- Communicate + Share.
The three campaign parameters that are recommended to manually track campaigns are medium, source, and campaign.What are five qualities of good campaigns? ›
- The Customer = The Hero. This is how your customer sees himself. ...
- A Clearly Defined Goal. ...
- Highly Targeted Messaging. ...
- Highly Targeted Audiences. ...
- Integrated, Multi-Channel Marketing.
- Clearly define your target audience.
- Establish your goals.
- Define your target.
- Create targeted content.
- Engage with your audience.
- Offer something valuable.
- Up your chances of going viral.
- Distribute and promote your campaign.
- What is a Marketing Campaign? ...
- Step 1: Choose Your End Goal. ...
- Step 2: Set Your Campaign Budget. ...
- Step 3: Identify Your Target Audience. ...
- Step 4: Design Your Content. ...
- Step 5: Choose Your Channels. ...
- Step 6: Launch and Monitor. ...
- Step 7: Analyze the Results.
The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market.What is a successful marketing campaign? ›
According to Forbes writer John Rampton, a successful marketing campaign must contain a solid offer, which provides customers with a reason for buying from your company. Rampton suggests giving away something like a free consultation or a free e-book.
What is the best social media campaign? ›
Top Social Media Campaigns of 2022
- Oscar Meyer Bologna Face Masks.
- Spotify Wrapped Campaign.
- _Folk_lor Weekly Product Drops.
- Scent & Fire's Twosday Campaign.
- 1) Purpose. Before you get revved up about pushing your company or brand on social media, it's essential to understand that good social campaigns begin with a clear goal or vision. ...
- 2) Platforms. ...
- 4) Visuals. ...
- 5) Hashtags and Interactive Components.
- Nike. The 231 million followers Nike has on Instagram and 9.3 million on Twitter speak for themselves. ...
- Spotify. Spotify is truly changing the way we listen to music and is doing so through its powerful social media. ...
- National Geographic. ...
- Fashion Nova. ...
- Coca-Cola. ...
- GoPro. ...
- Mint. ...
- Olive Clothing.
The carousel ad is one of the most effective Facebook ad formats for product positioning via remarketing in your sales funnel. Carousel ads are more interactive than the single image or single video format, and typically create more engagement and increase time spent on the ad.What are the 4 C's of social media? ›
Communities, conversations, channels and campaigns that drive word-of-mouth buzz are the 4C's of social media marketing. Understanding them and their interrelationships is the key to social media marketing success.How do you run a successful social media campaign? ›
- Set social media campaign goals. ...
- Create buyer personas. ...
- Choose your social media channels. ...
- Have a social media calendar. ...
- Research the right tools to boost productivity. ...
- Carry out competitive analysis. ...
- Put a system in place to track performance.
- Lele Pons. 44M followers. ...
- nusr_et. 35.6M followers. ...
- Dan Bilzerian. 32.4M followers. ...
- Amanda Cerny. 24.8M followers. ...
- Zach King. 24.3M followers. ...
- Chiara Ferragni. 23.9M followers. ...
- pewdiepie. 21.7M followers. ...
- Cameron Dallas. 21.6M followers.
But to craft an effective social media marketing strategy, you need to know where consumers are most active—in other words, the most popular social media platforms in the US. The latest data shows that Facebook currently leads the pack.What is Nike's social media strategy? ›
One of the key elements of Nike's social media strategy is its willingness to experiment with different content formats. This includes using videos, graphics, or other types of multimedia to showcase their products and stories. By using a variety of content formats, Nike can keep its audience engaged in its content.What social media does Starbucks use? ›
In terms of posting frequency - Starbucks posts daily on Instagram. Probably for having a more consolidated audience on Instagram, Starbucks still invests more in Instagram marketing compared to TikTok, with Instagram still being the most engaging channel for the brand.
What companies use social media to promote their business? ›
- Airbnb. Airbnb is known for deftly folding user-generated content into its Instagram marketing campaigns. ...
- Slack. ...
- GoPro. ...
- Spotify. ...
- Wendy's. ...
- Innocent. ...
- How to Design a Social Media Strategy for Your Business.