Analytics and Metrics – A Final Note

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From the beginning of this semester, I started this blog, naturally, on a clean slate: no followers, no views, no comments, nothing. From February to now, this blog has made at least a little bit of progress in terms of analytics and metrics. According to the above analytics for my blog, my latest blog post about HP and their audience analysis has had only one view from the time that I posted it. From the day that I took these screenshots of my analytics (today), there has only been one view and one visitor of this blog from today (to be fair, this visitor was myself taking a look at the overall theme of my blog and wondering if I should change the layout again!). Looking at the overall stats for my blog and the 4 posts I have made (not including this one), there have been a total of 19 views, 12 unique visitors, and February 22nd was the best day with 4 views on my blog. The most popular day of the week was Monday which garnered 50% of total views, and the most popular hour was 6:00 AM which garnered 31% of views. As of today, there are no comments, followers, tagged posts or pages viewed, and publicize followers recorded. Going a little bit deeper, February was the most popular month in terms of views with a total of 11 altogether. Also, there has been a total of 5 unique visitors in that month.

For this blog post, I will talk about a couple of metrics usually used to measure the overall success and impact of something on social media: audience growth rate and reach. The audience growth rate is defined as the rate that the social audience has grown over a period of time in comparison to the previous time period(s); whether it is last week, last month, or last year. For my blog, the audience growth rate has honestly not increased by a large amount from the past few months to now. When thinking of how I could use this specific metric to improve my blog, I feel that maybe I could start by sharing my posts on my social media, especially Twitter. Another idea for this improvement would be to use hashtags in my tweets when sharing my posts; this will help to increase the number of people who see my post. Twitter is practically the most useful social media tool for this because of the fact that so many people use it and searching trends is as simple as can be.

The other metric I want to discuss is that of reach: the size of the audience that I’m able to communicate with; in other words, how big actually is my audience right now? When looking at my blog and the audience that it has currently, it is not very big, especially when you consider the number of visitors it has had throughout the semester. I could apply the same method for increasing the audience growth rate to also increase my reach, therefore increasing the audience size. These two are doubly important metrics to use because when you track them, you will be able to learn more about your audience and how many people come to visit your blog over a period of time.

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Analyzing an Audience with HP!

It’s a fact that I really love Coca-Cola. It’s also a fact that I love their campaigns because they’re always ridiculously fun, engaging, and always ahead of the curve. But it is also a fact that I have talked about Coca-Cola and their amazing social media campaigns for quite a bit, so for this post I feel like it’s time for a change. This time, the focus will be on HP!

One of the most popular computer brands to ever exist (I should know because I own an HP computer myself!), Hewlett-Packard has surprised us all with the revolutionary #BendTheRules campaign. Back in 2014, HP collaborated with 180LA and Niche (a talent agency now owned by Twitter where social media influencers are matched with clients with the purpose of growing and monetizing their audience) to create a new kind of campaign utilizing social media and taking it to our TV screens. In other words, creatives in social media, especially Vine stars, were invited to create their own content using HP products and the result was something that we will surely never forget: commercials made entirely out of Vine videos and a highly successful brand revamp catering to their new target audiences consisting of younger demographics.

It is made clear that the target audience for HP was a generally younger demographic consisting of teenagers and young adults (otherwise known as millennials); these are known as the key stakeholders of this campaign. The company’s goal for this campaign pertaining to the audience was to target these young people because of the fact that the brand had an “old-person” feel to it, so there “was an opportunity to give HP a far more youthful feel, which is also the genesis behind this campaign”* (Now). It is also known that millennials are using the Internet very often to stay connected, so as a result they are very likely to be on at least one social media website. Another fact is that millennials love to look at videos but have a rather short attention span (this is why Vine is a massive success due to its six-second video length requirement). In this case, HP took to Vine to get the ball rolling on their newest campaign. According to Olenski, per HP’s Senior Vice President of Marketing Rob Le Bras-Brown, “The idea was to find creative people in social media, particularly ‘vine-ographers,’ give them the machine and invite them to be creative with it in six seconds” (2015).

Based on the company’s goal for the campaign, the key message is, quite simply, “Bend the rules”. I personally took this to mean two different things:

  1. Figuratively, take a risk and try something new; break tradition (this is obvious with the Vine approach).
  2. Literally, buy yourself a computer that can flip and bend to your many needs.

In the end, both the audience and the key messaging was not only appropriate, but both of them worked in harmony and made this campaign an overwhelming hit.

*This comes from HP India’s take on the #BendTheRules campaign that began a month after the American campaign and features brand ambassador Deepika Padukone.


Sources

Now, E. (2014, October 6). ‘Bend the Rules’ campaign aimed at giving HP a millennial feel: Lloyd Mathias. Retrieved April 02, 2016, from http://articles.economictimes.indiatimes.com/2014-10-06/news/54691496_1_hp-campaign-deepika-padukone

Olenski, S. (2015, August 21). The 3 Best Social Media Campaigns Of 2015 (So Far). Retrieved April 02, 2016, from http://www.forbes.com/sites/steveolenski/2015/08/21/the-3-best-social-media-campaigns-of-2015-so-far/#75b419c5606f