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Dairy cheer case study
- 1. Dairy Cheer Restaurant Social Media & Website Analytics How Dairy Cheer reached almost 15k views on one post!
- 2. Overview A social media campaign for Dairy Cheer utilizing Facebook and Instagram. The campaign duration was seven months in total during June 1st — December 4th. Goals ● To increase restaurant sales. ● To promote and engage customers via social media campaign. ● To strengthen relationship with the community. Specifications The campaign agreement was arranged in three month intervals. The agreed upon requirements for each interval were as follows: ● Interval 1 - One post per week with simple imagery and copy included. ● Interval 2 - Four-to-eight posts per month (two being giveaways) with graphic art and copy included. Content was chosen based on insights and analytics as well as the owners suggestions.
- 3. Milestones Business Growth Due to the overall success of the campaign, Dairy Cheers owner witnessed a very noticeable increase in “foot traffic” and sales. Dairy Cheer shortly after paid in advance to extend the campaign for an additional three months. Client Communication Channel The owner of Dairy Cheer now has a direct channel of communication to his customers. Digital Enlightenment Dairy Cheer’s owner began to ask about additional ways that he could leverage technology. Page Followers Doubled Almost doubled the original followers in just seven months. First Viral Post Within just two months into the campaign, Dairy Cheer executed its first viral post reaching just shy of 15k users. New Audiences Reached Facebook now reaches an age group of 25-54 with 35-44 making up the majority of followers. Instagram has succeeded in reaching an even younger audience primarily of followers 25-34.
- 4. The problem Company Dairy Cheer is a local restaurant in Pikeville, Kentucky. They offer a variety of American foods and specifically branded items like Smashburgers, Cheese cubes, and Specialty shakes. Context Dairy Cheer’s experience was with mostly traditional forms of media: ● No Website ● No Social Media Channels ● No online advertising Problem statement Take a three month period and build a website, begin a social media campaign, gain followers and increase in store traffic.
- 5. Challenges We Overcame Challenge 1 Different Target Markets Find a way to target specific demographics for Facebook and Instagram social media platforms. Challenge 2 Which Menu Items to Spotlight Starting off with a clean slate, we had to improvise on what could potentially be trending food items to get more engagement. Challenge 3 Increase Conversation Get customers excited about our posts and to make sure we post at the highest online traffic times throughout the week.
- 6. Solution Focus on the product and the opportunity. Every company desires to connect their customers with their product or service and to expand their market. Dairy Cheer not only increased customer interest through giveaways, but also reached entirely new audiences via social media.
- 8. 06.07.18 Beginning Stages of Social Media presence 07.13.18 Dramatic Increase in Engagement 08.13.18 Learned Free Giveaways were Popular Content 10.15.18 Customers Favorite Food Menu Items 12.04.18 Increased Overall Social Media Engagement and Sales
- 10. Highest Post Reach Overall Almost 15k People Reached in a couple of days 876 Reactions, Comments & Shares
- 11. Highest Post Reach Overall Post #3 People Reached 14,770 users Combined Posts Total Reach 17,446 users 1
- 12. Second Highest Post Reach Banana Split Giveaway 11,867 People Reached 786 Reactions, Comments & Shares 996 Post Clicks
- 13. Overall High Growth ● Created a social media presence ● Received positive engagement from customers ● Collected valuable feedback from online interaction ● Increased restaurant sales overall
- 14. Total & Post Reach Analytics 30 Total Posts 7 Free Giveaway Posts Time Period: Seven Months Highest Reach in the month of October 2018
- 15. Page & Net Likes Analytics 2,009 Total Page Likes Most Net Likes occurred during end of June 2018 Popular Food Items: Banana Split, Footlong Hot Dog, Onion Rings, Smashburger
- 16. Facebook Demographic Results 75% Women 25% Men Overall Reached 45 Locations in Kentucky, Virginia, West Virginia and Tennessee
- 18. Created a Following 446 followers 25 posts 7 months
- 19. Instagram Stories Views 1st Story: 39 Views Last Story: 101 Views Time Period: 7 Months August 10th, 2018 October 12th, 2018 October 26th, 2018 November 13th, 2018 November 19th, 2018 December 4th, 2018
- 20. Most Liked Instagram Posts 48 Likes53 Likes
- 21. Gif/Short Video Post Success Giveaway: 82 Post Views 80 Total Story Views Giveaway Winner: 85 Post Views
- 22. Instagram Demographic Results 68% Women 32% Men Highest activity at 9:00 p.m. Most views age range 25-34
- 24. Traffic Overview ● Site visits during June 1st — December 4th ● 72% Mobile Device ● 54% Google Source Type ● 39% Mobile Safari Browser ● 59% used iOS Operating System
- 25. Traffic Overview on Viral Post ● Site visits during August 10th— August 14th ● 74% Mobile Device ● 50% Facebook Source Type ● 40% Facebook App Browser ● 60% used iOS Operating System
- 26. Traffic Sources & Google Search Keywords ● Time Period: June 1st — December 4th ● 57% Majority searched from Google ● 25% Majority selected from Facebook ● 18% Selected direct link to site ● 15.4k Total Impressions
- 27. Resources Website: http://www.DairyCheer.com Facebook: https://www.facebook.com/DairyCheer/ Instagram: https://www.instagram.com/dairycheer/ Google: https://goo.gl/maps/WrsjqC8mdVA2 Squarespace Analytics: https://support.squarespace.com/hc/en-us/articles/206544167-Squarespace-Analytics-overview Stock Photos: https://unsplash.com/; https://www.pexels.com/; https://www.freepik.com/
- 28. THANK YOU
Editor's Notes
- How do you feel about saying “Post with Highest Reach” 14,770 | On this left side title