Page 7 - Field Sports Concierge marketing and social media thoughts 10:2:24

The same goes for your social media usage. You might decide to use the automatic app on your iPhone to measure screen time, or you might create bookmarks for the stats pages on your social media accounts. However, what you really need are two things that you’ll rarely get from the automated statistics bundles:
• The ability to connect social media usage with sales or profit.
• The ability to assess social media usage and sales by the individual
The reason these two things are so important is that, as mentioned before, what gets measured gets done. You need to know what the financial return is on your social media activity. Measuring that globally is all very well, but it would be much more powerful to customise mail shots to individual customers or customer segments based on their individual needs and histories.
Researching your Audience
I was recently doing a review of the social media of a client who would tell me “we have all these followers but they don't buy anything” A quick study of their followers on Facebook shown they were mainly existing friends of my client who were interested, nosey or supportive. While this was great to start to have the support things only started to grow when these core friends started posting about the brand and sharing the brands content with their friend. From that point on the “type” of followers changed as the second, third and fourth generation followers were genuinely interested in the product and soon became engaged. This is a key point which I will come back to later.
Most of the statistics are fairly accessible and obvious. It varies by platform, but Facebook, Instagram and the rest are happy to tell you how many followers or likes you’re getting
The tricky part is collecting data at a granular level that will allow you to identify the impact of social media activity of individuals. Particularly the financial impact
As a minimum, you should create a mailing list so that you know who your audience is. Think of the types of questions you’ll want to be able to answer:
• Who are our clients?
• What have they bought from you?
• How much have they spent on your products and services?
• How did they hear about you, eg Facebook, Instagram, word of mouth? • Which platforms do they now use to connect with you on social media? • When did you last contact them?
• Do they get regularly scheduled communications?
• Have they shown a particular interest in buying anything in future?
It’s easier than ever to collect this kind of information using one of the free contacts databases such as Google contacts I use Google for my email, calendar and contacts I keep track of my customers and potential customers using ‘labels’ These are simply tags that you can attach to any contact to add them to a particular group As a result, I know who all my buyers are, what they
Written by Jeremy Pascoe @ Walking Gun Photography for Chris House