The final Social Media Report for JPAC Company Digital Marketing Campaign (April - November 2019) including social media marketing, paid ads, and direct sales, by Zendika S.

1. APRIL - DECEMBER 2019
SOCIAL MEDIA REPORT

2. Introduction

3. Introduction
● Intended goals:
○ Raise Awareness for #JPACCompany
○ Raise funding in Indiegogo and Donation
○ Sell Merchandise on Tee.com
○ Sell Tickets
● Overall strategy:
○ Social Media
○ Paid Ads
○ Ticket Promo and offer
○ Ticket Commission
● Success metrics:
○ Follower Growth
○ Donation
○ Merchandise Sales
○ Ticket Sales
○ Overall Hype & Good Sentiment for JPAC

4. Data Tracking

5. Instagram Performance
# of
posts
Net Followers
Gain/Loss
Total
Likes
Bio Link
Clicks
Reach
198 1188 13500 32000 657500
65% - 86.54% 108.91% 639.54%
1 April 2019 - 3 December 2019 Top performing post

6. Facebook Performance
# of
posts
Net Followers
Gain/Loss
Total
Likes
Page
Views
Reach
201 207 702 819900
24.70% 62.88%
1 April 2019 - 3 December 2019 Top performing post

7. Twitter Performance
# of
posts
Net
Followers
Gain/Loss
Total Likes Total
Retweets
Engagement
Rate
80 28 175 94 4.40%
1 April 2019 - 3 December 2019 Top performing post
[insert image and link here]

8. Other Standout Results

9. Other Standout Results
● JPAC has a Trailer!

10. Other Standout Results
● JPAC has Reviews!

11. Other Standout Results
● Great sentiment from Audience that they share on Social Media

12. Other Standout Results
● Posts after #JPACCompany
has consistently higher amount of Engagement

13. Analysis

14. Analysis
Takeaway 1
● What happened?
○ Engagement rate dropped quite significantly in Awareness Months
● Why did it happen?
○ Too much filler post, with not a lot information and value for Followers
● What did we learn from it?
○ Quality > Quantity
○ Need to take more time crafting content

15. Analysis
Takeaway 1
● What happened?
○ Twitter growth is slow, with little ROI
● Why did it happen?
○ Image-based content from Instagram not working on text-based Twitter
○ Haven’t found the correct Brand Voice
● What did we learn from it?
○ Text-based content crafting
○ Quick turn-around, need to chase Trending Topic

16. Analysis
Takeaway 1
● What happened?
○ Facebook Organic Engagement is also slow
● Why did it happen?
○ Instagram Brand Voice incompatible with older Facebook crowd
○ Facebook Page is dead without Paid Advert
● What did we learn from it?
○ Analyze a better type of post on Facebook
○ Make a Facebook Group!

17. AUGUST - DECEMBER 2019
Ads Report

18. Indiegogo Phase

19. Company - Indiegogo Campaign, A-B CREATIVE
28 Aug 2019–4 Sept 2019
523
link clicks
20,380
reach
Indiegogo Phase → AB TESTING
detail

20. Indiegogo Phase → AB TESTING
Company - Indiegogo Campaign, A-B DELIVERY
28 Aug 2019–4 Sept 2019
395
Link clicks
55,344
Reach
detail

21. Indiegogo Phase → AB TESTING
Test for Instagram
10 Sept 2019–14 Sept 2019
94
Link clicks
6144
Reach

22. LEARNING
● From creative testing, the result concludes using video as an ad has better result than still image.
It is more engaging and packed more information
● From delivery testing, direct link clicks ads has better result and cost per result than using
impression delivery. Website clicks has a better call-to-action to push our objective.
● Instagram has a higher Cost per result and least conversion, but it can boost awareness. Using
automatic placement is the preferred method to achieve both objectives.

23. Paid Ads

24. Ticket Sales #1
24 Oct 2019 - 30 Oct 2019
523
link clicks
20,380
reach
Paid Ads
detail

25. Reach #2
15 Nov 2019–23 Nov 2019
774
Link Clicks
32,328
Reach
Paid Ads
detail

26. Reach #2
25 Nov 2019–28 Nov 2019
1,837
clicks
45,184
reach
Paid Ads
detail

27. Paid Ads

28. LEARNING
● Facebook is our primary channels, with more responsive clicks from audience.
● In all ads, audience that responded towards our content are within the age group of 45+. Male
audience are the ones who responded the most.

29. Future Recommendation
● We can research and choose online payment gateway that supports customer refferal data, in
which we can track where customers buy our tickets from.
● Timeline of the ads campaign needs to be more frequent, especially leading up to showtime. A
full campaign for ticket sales can start from H-2 months before.
● Video contents is potent to be use in ads, as seen on the results. SImple trailer will do → slides
from photos with commercially inviting texts.
● If possible, create distinctive visuals for different demographics. From this show, we can see that
older demographics are the ones who responded to the ads. With creating a new content that is
relatively relatable to younger millennials, we can reach to new audience.
● Automatic placement is better to use in distributing ads. We can place our ads in FB & IG
simultaneously, and let the algorithm figure out which placement works to meet our objective.
Obstacle
● Sales data cannot be tracked, that is why we can only use ‘link clicks’ to only boost consideration
to buy instead of real conversions

30. Conclusion

31. Overall Learnings
Overall learning 1
➢ Social Media does not directly lead to Sales
Social Media is good for Awareness and Interest phase of the Funnel, helps Desire phase by collaborating with Sales Team,
but Action (Buying tickets, donating, etc) needs another separate Sales Team
Overall learning 2
➢ What is good for Sales is Facebook and Email
➢ Most of the older and more wealthier audience of JPAC is still using Facebook, therefore the content compass needs to be
re-shifted
➢ For Donation, personal email is still the best avenue to ask
Overall learning 3
➢ Volunteer based = Can’t expect a fast lead time for Content Creation
➢ Onboarding process needs to be faster (assuming JPAC already have a good workflow and SOP)
➢ Try to have a one day bootcamp for all volunteer to do the next month Content

32. Future Strategies
What worked?
➢ Engagement fishing Content
➢ Star power
➢ Post with Photo, with more than two or three people
➢ Giveaways
➢ Flash Sale
What didn’t work?
➢ Hard Selling in Social Media
➢ Posting 1 Post/Day
➢ Group Offers
➢ More than 1 or 2 Sales Funnel per month
How will we adjust our strategy in the future?
➢ More balanced Content Plan
➢ KPI for Media is only Awareness and Interest

33. Action items
● We will be focusing on Email Marketing and Facebook Retargeting
● Mailchimp
● Hubspot
● Long form content repurposing (Newsletter > Social Media)
● We will establish the JPAC Digital Marketing team structure, workflow, target, and SOP
○ Marketing > Offline Marketing & Sponsorship Team
■ Sponsorship, Partner, B2B deals
○ Media Head > Digital Marketing Team
■ Social Media Head, Design Head, Audio Visual Head
○ Media Partnership > Public Relation Team
○ Sales Team

34. Thank you!