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This 30% should be the focus of NTN to build engagement and loyal following. The social media team focus should be on attracting this specific niche group and growing them into loyal followers through increased engagement. NTN's plan is to increase engagement by two percent each week. This proposal aims to double that plan.
The existing social media team can implement the proposal. The idea is easily tested. Most social media initiatives are easy to undo, so the basic is working with trial and error. Changes would need to be made live and strategies that fail could be undone. A free premium model, where a few videos would be available as a teaser, before registration, is forced. The key is using a technology partner for signups. Quartz is a promising candidate with a great system and low cost, but openness is important for backtracking should the policy change.
The number of likes, shares, comments, and views are metrics appropriate to measure results. Fan reach is a key indicator to measure the appeal of the content and appreciate the quality of the audience (Emoult, 2013). Organic reach help identify ways to improve content visibility and measure results from other marketing channels. Engagement, the number of people who clicked anywhere in the post, measures how well the content triggers interest. People talking about this (Storytellers) highlights the number of people who did something to share and measures how many are willing to spread the word. Click through rate measures...
Negative feedback measures the number of people who did not like the content and can be used as an indicator for how improvement can be made.
NTN's existing social medial professional can implement the recommendation. No other likeminded competitor has done this. As a result, this gives NTN a competitive advantage to adopt the recommendation on the confer on the company. As a measure of success/failure, 5% per week increase in engagement can mean success where 0% increase per week would signal failure.
Adoption of this proposal can increase brand awareness and consumer loyalty. In turn, the increased reach would attract big consumer advertisers to increase revenue and sponsors. The plan includes appropriate measures that would show the success or failure of the plan as a whole and can show areas for improvement that would continue to increase engagement of loyal fans.
Works Cited
Carter, B. & . (n.d.). Contagious Content: What People Share on Facebook and Why They Share It. Retrieved from Oginenergy: http://oginenergy.com/sites/default/files/contagious_content.pdf
Emoult, E. (2013, Mar 18). 6 Facebook Metrics Marketers Should Be Measuring. Retrieved from Social Media Examiner: http://www.socialmediaexaminer.com/facebook-page-metrics/
Smith, A. (2014, Feb 3). 6 new facts about facebook. Retrieved from Pew Research Center: http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/
Works Cited
Carter, B. & . (n.d.). Contagious Content: What People Share on Facebook and Why They Share It. Retrieved from Oginenergy: http://oginenergy.com/sites/default/files/contagious_content.pdf
Emoult, E. (2013, Mar 18). 6 Facebook Metrics Marketers Should Be Measuring. Retrieved from Social Media Examiner: http://www.socialmediaexaminer.com/facebook-page-metrics/
Smith, A. (2014, Feb 3). 6 new facts about facebook. Retrieved from Pew Research Center: http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/
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