Great Ground's Data analysis and reporting - Social media Marketing
I have recently worked for Great Grounds, a small, regional chain of coffee shops. Initially, I was tasked to monitor Twitter for mentions of the brand, its products, its competitors, and related keywords and collect the data in a spreadsheet. I have to review data to learn more about Great Grounds’ audience, understand their sentiment around the brand, reply their comments according to their types (Positive, negative & questions) and its main competitors and spot any emerging industry trends.
First, I collected twitter mentions as many as possible in spreadsheet. And then I filtered positive & negative mentions along with competitor’s mentions. I noted down the insights that I got from the spreadsheet and also recommended actions that are needed to be consider for better business success among the audience which can further help to increase conversion.
Also, here's an example of how I responded to the customers on the brand's Twitter account based on the type of comment they make:
Secondly, I published two Great Grounds Tweets related to daylight saving time, when people set their clocks forward an hour. The goal of the Tweets was to increase engagement, and I have to export data from the platform to analyze if the Tweets achieved this goal. I also need to review the data to determine which Tweet performed better, analyze why it is more successful, and make a recommendation about how to approach similar Tweets in the future based on analysis.
I created two tweets and after two days later, I collected insights gained from tweets in spreadsheet. (I am sorry for blurred image: You can view clear image here)
I first compared data, content and details between both tweets and wrote my response. Then I analyzed difference in tweet’s performance. Finally, I noted down what I learned from analysis of the two tweets. I explained my opinion how my analysis can impact social media strategies in future.
At last, I need to write an email to senior stakeholder to report on my analysis. Below is copy of email that I wrote to three senior stakeholders of Great Ground.
From: Madan Timilsina
To: Tiana Barnes, Sanjay Garg, Ned Lannister
Subject: REPORT ON DAYLIGHT SAVING TWEETS
Good morning,
Congratulations on the successful launch of the new spring flavors! I am writing to update you on the performance of two Tweets we published around daylight saving time. The goal of that campaign was to increase engagement.
From those two tweets, tweet 1 was published at 8:03 in the morning with simple text and got a greater impression than that of tweet 2 which was published at 1:59 AM with funny text style, image and hashtags. However, tweet 2 received more engagement than tweet 1. I observe campaign KPIs like retweets, replies, user profile clicks, hashtags clicks and detail expands. Tweet 2 performed well in all of these aspects as well as in overall.
The data indicates that the audience responded better to content containing funny images and text, as well as relevant hashtags. So, I think it will be better for publishing content with funny images and text with hashtags for getting more engagement in future.
I hope the report that I provided for Great Grounds will be helpful in upcoming days and if there are any queries related to the data that I have provided then I will be available for further discussion.
Best regards
Madan Timilsina
This is the end of the project. You can click here to review in pdf version.