My initial primary objective for taking part in the DMA was to increase the number of people who go and see Company Chameleon, through stronger digital marketing. Very quickly, after my first mentor session, I realised this objective was far too broad. So one month into my DMA journey, I changed my objective to be more focused and to simply state: make better use of Facebook.
The experiments I undertook focused on extending Company Chameleon’s ‘largest addressable qualified audience’ and engaging with customers who are in SEE mode (in the SEE, THINK, DO, CARE model) and the first phase of the customer journey. My experiments tested what is the most cost effective way to get quality likes on Facebook. With a small investment of £200, I tested different image and text combinations to find out which adverts were most effective. I also tested film and text combinations. The experiments involved using power editor for the first time and setting up my first-ever Facebook ‘like’ campaign.
In the experiment that tested the different image and text combinations, the experiment results revealed a clear winner. One advert accounted for 74% of the total reach and 65% of the overall number of likes. I had presumed the advert with The Guardian testimonial would cut-through most successfully. However, the results showed that strong copy can work just as well as media and audience testimonials. Third party verification isn’t necessarily always required. This has since encouraged me to push myself when writing advert copy and to think more carefully about how key selling points can help create stand out and engage audiences in communications.
In relation to the film and text combinations, after setting up the adverts and making them live, it was clear the adverts were not performing as well as the image and text combinations. The return on investment was in fact poor. I learnt this was because audiences were responding to the more intuitive call to action – to watch the film – as opposed to taking action to like Company Chameleon’s page.
Taking part in the DMA has hugely strengthened my understanding and confidence in using Facebook as a marketing tool, and this learning outcome has positively impacted my work in the context of me leading the marketing for a touring company.
With a better understanding of Facebook’s targeting abilities in place, I can now target multiple geographical touring locations (both national and international) at the same time and I’m able to target marketing in relation to age, gender and interest. Capturing audience data for a touring company is a challenge, and I’ve learnt that the Facebook pixel code can help overcome this challenge. Once embedded on your website, the pixel code, enables you to target website visitors on Facebook. This is one way, as a touring company, we can reach out to audiences who visit our website after seeing or hearing about us on tour. Facebook also gives you the means to carry out dip-stick research with your audiences quickly and cost-effectively. Whether it’s a front cover image for a new season brochure, the title of a new production or a campaign key message, Facebook gives you the ability to make decisions based on data not hunches.
Taking part in the Digital Marketing Academy has also transformed my thinking and whole approach to creating and using content. The framework See, Think, Do, Care, introduced to me by my mentor, has encouraged me to think from an audience perspective about where audiences stand in relation to content. With this knowledge and understanding in place, I can set more effective marketing goals.
For example, I’ve learnt that Facebook is brilliant for building awareness and engaging audiences who are in SEE mode, at the top of the sales funnel, where engagement is at its rawest. The fact is there is very little commercial intent on Facebook. This learning has changed the way I use Facebook as an engagement tool for Company Chameleon. Instead of the call to action focusing on ticket sales for our touring shows, the focus is now on capturing audience email addresses so a relationship can be activated. Thereby enabling audiences to be targeted at the next stage of the customer journey through email marketing, when commercial intent does exist and they are more likely to buy a ticket.
Header image : Courtesy of People United © Janetka Platun — ‘Belonging’