We were requested to perform analysis for a new Holiday Home that was using social media for promoting their business. They used two main social media channels, namely Facebook and Twitter. The Holiday Home was decorated to a really high standard and is only open for the summer season. The owners don’t reside in the area so wouldn’t be classed as locals and aren’t really “plugged in” to the community however they have made a lot of friends in the area.
To analyse this effectively we had to compare the Self-Catering Holiday Home to their competition. Whilst performing this discovery work, we found that many of their competitors were quite silent on social media and were relying solely on third party booking agencies that our customer also used. However, we did find some competitors which provided balance to that and we’ll go into detail about here. The more competitors identified the more insightful the result!
- We chose both local hotels to add as competitors and while its a slightly different market having shorter stays and offering catering, they are generally promoting the area as a destination to visit.
- We also chose a local guest house that offers itself as a high value premium destination. This was the same market as our customer but a different niche having that premium rate and a very good restaurant service. Again, promoting the area as a destination.
- We added all the other holiday homes in the area too.
We needed to understand and agree the scope of the analysis. During the discovery phase we agreed that the 2018 summer season would provide us with a good sample of social media activity for analysis.
When we ran the analysis using our professional tools and scanned against all of the customers and competitors social media activities starting from April 2018 we found:
- In context, our customer (in orange) had above average engagement overall but it was still nearly half as much engagement as the top competitor.
In terms of Brand Activity:
You can see our customer (in orange) was very active compared to the others but in the following chart we can see they had less engagement than the two most engaging competitors.
- One of the main competitors was producing photographic content in medium quantities yet the engagement was far superior.
- Our customer was producing videos and high quality content on social media in large quantities, the engagement was not as great as the expectation.
- The other main competitor was also receiving greater engagement than our customer and posting less frequent but very localised content that would be very suitable for visitors.
Did this mean video were less engaging? Actually no, we could evidence that this was mainly down to timing and the platform used.
While 14% engagement sounded bad for Twitter, this was really due to the competition not really using it so overall engagement split was down on Twitter compared to Facebook. Our customer actually had overall superiority on that platform at 6.61 times the most engaging competitor on Twitter.
Tweaking the timing would improve matters but as the competition weren’t using Twitter optimally it was a lesser priority.
- Overall, the best and most immediate strategy change would be to publish content that provided engagement at an optimal time on Facebook.
- We ran the numbers for our customer and indicated the best times to post on Facebook shown below.
- Immediately, all scheduling was adjusted to give a quick boost to engagement.
The next step was to analyse what content provided the competitors with the most engagement. It quickly became apparent that locally produced content such as event notices provided the best engagement for them. Our customer was producing general area overview type content.
- Given that evidence we recommended that content of a more local feel should be published in addition to the content promoting the general area.
Our customer is now armed with this information and will now have a fantastic chance to follow through with all of this advice in time for the next summer season.
If you’d like us to perform a social media analysis for your business, please contact us.