baseline assesment branson center

SOCIAL CURRENCY BASELINE ASSESMENT

ThE BRANSON CENTER Of ENTREpRENEURShIp

SOCIAL CURRENCY BASELINE ASSESMENT ThE BRANSON CENTER Of ENTREpRENEURShIp

SOCIAL CURRENCY is a social media analytics & content marketing company. Social media analytics is the practice of gathering data from social media platforms and analysing that data to make business & marketing decisions.

Twitter, Facebook, Instagram, Google and the greater internet is cluttered with noise. It has become critical to zone-in on your audiences’ interests and preferences in order to serve them with the best possible content. Brands are now required to add value to customers on social media with content which engages them and betters their experience.

A large following is nothing without a solid engagement which broadens the reach and influence of the brand.

Analytics empowers brands with the information they need to properly execute marketing strategies to elevate the brand value to their target market.

The Baseline Assessment is the first step in the SOCIAL CURRENCY social media analysis and strategy development process.

The Baseline assessment is a complete analysis and summary of your past and present activity on social media. It is a comprehensive base assessment which gives the stats we need to analyse where you currently are in your audience engagement, social influence, content publishing and social media marketing.

This assessment offers insights which add value to the overall social media strategy. This assessment can be used to adjust social media strategy to improve engagement, better content success rates and broaden reach.



ExECUTIvE SUMMARY: TWITTER

KLOUT SCORE: 52SOCIAL AUTHORITY: 32TOTAL FOLLOWING: 72TOTAL FOLLOWERS: 3.3kTOTAL No. OF TWEETS: 456


GEOGRAphCAL SUMMARY

LARGEST AUDIENCE: SOUTH AFRICASECOND LARGEST AUDIENCE: UNITED KINGDOMTHIRD LARGEST: UNITED STATES


CONTENT pUBLIShING ANALYSIS

The following graphs analyse the following:

1. The first graph indicates the hourly activity of BransonCentreSA’s Followers.

2. The second graph indicates the hourly activity of BransonCentreSA’s own account

purpose:Using these two graphs we can compare the publishing schedule, posting habits and social media activity by time of the BransonCentreSA account with the active hours of theBransonCentreSA’s followers.

Analysis:Followers most active hours: 11am, 12pm, 16:00pm, 19:00pm BransonCentreSA’s most active Hours9am, 11am, 12pm, 15:00pm

Recommendations:There are matching active hours such as:11am & 12pm which shows great promise. We recommend the BransonCentreSA’s account continue to match their active hours with those of followers to be as accurate and in-sync as possible to increase audience engagement and the effectiveness of the social media strategy.


fOLLOWER ANALYSIS REpORT

The following graphs analyse the following:1. The first graph indicates the social authority scores ofBransonCentreSA’s followers2. The secound graph indicates the follower count of the individualswho follow the BransonCentreSA’s account.

purpose:Using these two graphs we can compare BransonCentreSA’s followers audience, reach, engagement and social media influence. This gives a good indication of the people who follow the BransonCentreSA andtheir social media activity.

Analysis:GRAph 1: Analysis shows the highest percentage of 54.4% ofBransonCentreSA’s followers have a rating between 1-10, 13.1%Have a rating between 11-20 and the smallest percentage only0.1% has a rating between 81-90.GRAph 2: Analysis shows the highest percentage of 38.9% ofBransonCentreSA’s followers have between 100-499 followers,21.9% have between 1-49 followers and the smallest percentageonly 0.1% have above 1million followers.

Recommendations:Having followers who have higher follower counts and higher social Media influence rating bodes well for the reach and engagement of the brand.

IN TERMS Of GRAph 1: A majority of the BransonCentreSA’sFollowers have a social media influence rating below 50 out of 100. This reduces the probability of meaningful engagement rate of any Content that these users may retweet to their audiences. There is a need to increase the follower count of BransonCentreSA’s of individuals with a much higher social authority / influence.IN TERMS Of GRAph 2: a large part of the BransonCentreSA’sfollowers have a follower count below 499. This reduces the audience reach as the number of people exposed to the BransonCentreSA’s content in the likelihood it is retweeted


fOLLOWER ANALYSIS REpORT

The following graphs analyse the following:1. The first graph indicates the account ages of BransonCentreSA’s followers.2. The second graph indicates the recency of tweets by BransonCentreSA’s followers.

purpose:People who have been on social media longer are regarded as more valuable for their engagement and online activity. The graph indicating recency of tweets best indicates the last activity of BransonCentreSA’s followers.

Analysis:GRAph 1: Analysis shows The highest percentage of 21.2% of BransonCentreSA’s follower account ages are greater than 5 years, 20.8% have a account age between 1 to 2 years and the smallest percentage only 0.1% an account age between 1 and 7 days.

GRAph 2:Analysis shows The highest percentage of 17.2% of BransonCentreSA’s followers have been active between 1-7 days ago, 16.3% have been active between 7-30 days ago and the smallest percentage only 0.4% have not been active in between 2-3 years.

Recomendation:Having followers who have older accounts is more valuable and having them be active is more critical.

IN TERMS Of GRAph 1:There is a combined percentage of 87.8% of BransonCentreSA’s followers who’s account ages are between 1 - 5 years and greater. This is a great indicator of authentic followers who are valuable to BransonCentreSA’s social media strategy, engagement and influence.

IN TERMS Of GRAph 2:There is a combined percentage of 37.3% of BransonCentreSA’s followers who’s recent activity occurred between the Last hour and the last 7 days. This is a positive indicator of the social media activity of BransonCentreSA’s followers. A combined percentage of 62.7% of BransonCentreSA’s followers have only been active between the last 30 days and 3 years ago or greater. This is aconcern as inactive users reduce the engagement, reach and potential value of the audience which the BransonCentreSA’s publishes content to.


fOLLOWERS DEMOGRAphIC & pSYChOGRAphIC ANALYSIS

The following graphs analyse the following:1. The first graph indicates the interest cloud based on followers Bio’s2. The second graph indicates gender classification of followers

purpose:Using these two graphs we can compare user interests with the subject of the content being posted by the BransonCentreSA’s account. We can also analyse a general gender classification ofthe followers.

Analysis:GRAph 1: The top 5 bio words which most occur in BransonCentreSA’s followers are: Entrepreneur, business, life, love and south.GRAph 2: The gender graph shows 19% of BransonCentreSA’s followers are Male while 12.5% are female. The 68.5% is undetermined due to the followers’ own privacy settings.

Recommendations:IN TERMS Of GRAph 1:The BransonCentreSA’s follower’s bio word cloud shows a centered interest range which must be used to tailor the BransonCentreSA’s content strategy to match the followers’ interests.IN TERMS Of GRAph 2:The gender classification graph can be used to extrapolate gender classes of the BransonCentreSA’s followers and help influence the appropriateness of the content creation and marketing strategy.


COMpETITION ANALYSIS

The following is a comparison of BransonCentreSA’s competitor’s social media accounts:

purpose:This is a brief comparision summary of the social media activity, following and engagement of the BransonCentreSA’s and its competitors

Analysis:fOLLOwERS: JoziHub has the highest following with 4,496, BransonCentreSA has 3,377 followed by The Awethu Project on 2,636 respectively.

SOCIAL AUThORITY: JoziHub has the highest social authority with 51/100, The Awethu Project has 36/100 followed by BransonCentreSA on 32 respectively.

DAYS ON TwITTER: BransonCentreSA has the highest days active with 1,573, The Awethu Project on has 1,348 followed by JoziHub on 1,077 respectively.

ENGAGEMENT pERCENTAGE: JoziHub has the highest engagement percentage with 55%, BransonCentreSA has 52% followed by The Awethu Project on 47% respectively.

Recommendations:The digital focus of JoziHub has made social media a critical portal to distribute content and engage their audience. The have the highest follower count that has been converted to the highest social authority and engagement percentage. BransonCentreSA’s following must be better used to increase engagement to further improve engagement¬


ThE fINAL SUMMARY GRAphS ShOW ThE fOLLOWING:

1. THE CLIENTS TOP TWEET THROUGH ENGAGEMENT2. AVERAGE TWEETS DAILY3. TOP MENTIONS4. TOP HASHTAGS

THIS PROVIDES A COMPREHENSIVE SUMMARY OF THE TOTAL ACTIVITY ON TWITTER THROUGH TIME ACTIVE.

SOCIAL CURRENCY BASELINE ASSESMENT REpORT


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baseline assesment branson center

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