Social Media Marketing: Blog Case Study
What’s Poppin’ On Netflix?
Tyran Jackson & Chastity Franklin
Louisiana State University at Shreveport
MKT 405: Social Media Marketing
Dr. Imran Khan
February 27, 2022
What’s Poppin’ On Netflix?
Section I: Overview
The purpose of our blog is to give the audience insight into three Netflix series we have binged watched on Netflix. Netflix has an extensive collection of movies and television series. Therefore, it can be very overwhelming to decide what to watch. To solve this problem, we came up with a blog that can be useful in choosing a series to watch. Our blog content focuses on binge-watching series with multiple seasons. The number of seasons gives the viewer enough episodes to enjoy for the entire day. We created the blog around shows we have seen and thought would be interesting for our target audience. Our goal was to target an audience between 18-40 years of age, which meant we needed to make sure the shows we were presenting would be attractive to that audience. We decided that the shows that would capture this particular age group should offer comedy, drama, and suspense.
Section II: Full Page Content
The website URL is https://whatspoppinonnetflix.blogspot.com/.
Figure 1: Home Page
Figure 2: Welcome Post
Figure 3: Blog Post 1
Figure 4: Blog Post 2
Figure 5: Blog Post 3
Section III: SMM Plan
Our social media marketing plan aimed to reach as many viewers as possible and at least 15 blog viewers through referrals from two social media platforms. The platforms used were Twitter and Facebook. We chose Twitter because most people use it to talk about trending events and entertainment. We chose Facebook due to the number of followers we each have individually. We hoped that this would help the target audience we were trying to capture due to our age groups within our friends' list. We posted links to our professional Facebook page, which took people directly to the blog's site. We also created a Facebook page to capture audiences outside our friends' list. The audience could look at our blog via desktop or mobile using Facebook. However, most users access Twitter through their mobile devices, so we had to make sure that we used another social media outlet that the audience could access through the computer.
Section IV: Campaign Results and Discussion of Findings
The campaign exceeded our goal of reaching 15 blog sessions through Facebook and Twitter social media referrals. According to the Google Analytics data in Figure 6, the blog received a combined total of 58 social media referrals, with 28 from Facebook and Twitter.
Figure 6: Network Referrals
The referrals from Instagram are from promotions on our personal accounts. The other referrals are from a direct source, people typing the website URL into a browser. The social media pages, seen in Figure 7 and Figure 8, featured links to the website throughout the pages and in each post to draw traffic to the website.
Figure 7: Sample Facebook Post
Figure 8: Sample Twitter Post
According to data from Google Analytics, the website garnered 58 social media sessions, 39 direct source sessions, and five administrative referrals combined to make 102 total website sessions.
Figure 9: Acquisition Overview
To make the website successful, we not only needed to acquire website viewers, but we also needed to create content compelling enough for viewers to return. In Figure 10, Google Analytics shows that we achieved this goal with the number of sessions per visitor at 2.22 and the percentage of returning visitors to the website as 31.3%.
Figure 10: Audience Overview
Google Analytics was a great tool to track in-depth analytics about the website’s engagement, traffic, and audience demographics. The second goal of our website was to reach our target demographic of 18–40-year-olds. The percentage of 18-44-year-olds made up 76.5% of our total website sessions, as shown in Figure 11.
Figure 11: Age Demographics
The largest demographics were the 25-34 age group with 33.5%, the 18-24 age group with 27.5%, and the 35-44 age group with 15.5%. Therefore, using Facebook and Twitter was an effective strategy to reach our target demographic.
Section V: Conclusion
The key take-aways from this project are the importance of creating a detailed plan before beginning, time management, and marketing effectively on social media. During this project, some limitations were the inexperience of creating a website, creating professional social media pages, and creating compelling posts to capture attention. After completing the project, we have identified several steps we would have done differently. First, we would have made a more detailed plan and a timeline with deadlines for the project components. A deadline plan would have kept us on a schedule to complete everything promptly. We would have started the Facebook and Twitter pages earlier. Creating the pages earlier would have given more opportunities for our content to reach an audience and time to build a relationship with the audience. Building a relationship with an audience is one of the most critical aspects of social media marketing. We did not have enough time to develop and nurture many relationships properly.
References
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