Facebook Page Analysis

Facebook link

 Short Description

This book is a true story about how the marathon was a catalyst in changing my life.

Long Description

Losing everything was painful, but it started a journey which would ultimately change the direction my life. With each loss I kept longing for things to get back to where they were—to get back to normal. It wasn’t until I hit bottom that I decided I didn’t want things to be the same anymore. I couldn't go on living the way I was. I decided I needed something drastic to change the direction of my life—a marathon. With four knee surgeries already, my doctor would have advised me against it, but something inside of me told me I just had to do it no matter what the cost. And it would come at a price I wasn’t sure I was willing to pay—never being able to run again. 

Mission Statement
My mission is to share my story about how loosing everything helped me to realize I needed to change.  My hope is to inspire others to believe in themselves, to find the power they have within themselves, and to have the courage to become the person they have always dreamed of being.  The first step is knowing what you want.

Personas:  
MaryAnn is a 35 year old mother of three young children.  MaryAnn loves her family, but she finds herself yelling at her kids more often than she wants.  She feels guilty and compensates by sacrificing more for them.  

Gilligan is a 45 year old man who suffers from depression.  He is often tired and overworked.

Ginger is 50 years old.  She feels like she is solely responsible for the quality of her marriage.  She has the tendency to undervalue herself and her contributions.

Tactic Plan
 My plan was to post weekly, use a variety of posts, and post at different times of the day and different days of the week.

Post exerts from the book: I posted a few sentences from the book intended to draw the reader in-- just enough to make them curious.

    
Personal Videos:   Introducing the chapter and giving  a hint as to what it is about.

Contest: I Offered incentive to read and edit.  Chapter 3 Challenge.  There were three comments but only two people took the challenge.  The winner was a friend who I was unaware was reading my book.  

  

Funny Video I did this video with my family. It was the post which had the most reaches and most views.  Everybody likes to laugh. It took a little extra time and effort, but it paid off. 

Videos were by far the most effective

Facebook add   Interest and other demographics include: Women in the United States, Motherhood, Christianity, age 25-60.  The add ran from March 30th to April 6th. I originally thought about targeting both male and female. Early on, I talked to a few men about my book and they said everyone struggles with confidence and self-esteem in some aspect of their lives.  I narrowed it down to just women as I got into the campaign and realized my audience was void of men.  The book is my memoir written about a time in my life when I was a mother of young children. The story will resonate with people who are similar to me because they will be able to relate.

	Last Week	Previous Week	Trend
Total Page Likes	135	61	121.3%
New Likes	74 (66)	0	0.0%
Weekly Total Reach	2,087 (1,734)	448	365.8%
People Engaged	103	117	-12.0%

The page likes stayed pretty steady until I ran the the Facebook add and then my likes doubled.  I ran the add to get page likes and it was successful. It was exciting to see people who I didn't know view my Facebook site and become engage in my book.

The majority of my audience is women.  This is consistent with the add I ran because over half the likes came from the add.  The add was for women between the ages of 25-60.  Since the purpose of the add was to increase likes,  the add was successful.   

  Here is a list of the post on my Facebook page.  There wasn't a huge difference in the post reach; however the videos consistently drew a larger number of reaches.  The funny video had the biggest impact reaching over 445 people with 194 engaged.  

 

The blog statistics were not as detailed as the Facebook, but it did give me insights.  I wondered how many people visiting my Facebook page were actually viewing by blog and reading my book.  The numbers were considerably less which made sense because it takes a lot more time to read a book. A lot of Facebook users are just skimming. Although the numbers were less, they did have the same pattern. When my page got more reaches, my blog got more views.  The most activity on my Facebook was the most activity on my blog.  When people saw the funny video, they visited the blog.       

Conclusion
 I learned it is important to put your best foot forward. The first video I posted was only 14 seconds long. It reached 92 people and had 83 views.  I was nervous and the video was weak.  I wish it would have been stronger especially with that many people watching. I got better as time went on. The biggest reach was the Facebook add. It was fun to see people engaged who were not friends or family.  The other biggest reach was the funny video I posted. Humor is a great tool to engage people.

I found getting personal to be effective. Social media can be so unsocial. I had a hard time getting people to comment. When I dropped off the gift card to my friend who won the Chapter 3 Challenge, she raved about how much she loved my book.  I asked her if she would write something on her Facebook and share my page which she gladly did.

Valerie and a few others commented on how it helped when they asked people personally to like their pages. Combing Facebook with personal contact can help build a following. 

Facebook has a great way to track your advertising to see what works and what doesn't. A business can spend a lot of money trying different things.  A radio add can cost thousands of dollars and may be unsuccessful. Newspaper, Yellow Page adds, and billboards can be costly and can not reach nearly as many people as internet marketing such as Facebook nor can these traditional forms of marketing  target people as proficiently as the internet.  This campaign was interesting and insightful.  I learned a few things about what worked and what didn't.