building brand loyalty and a sustainable angle in growing NTN’s core audience. Focusing on Facebook engagement builds brand awareness, which in turn, will build opportunity for advertising and revenue sponsors. The higher the social engagement, the higher the brand awareness, and the higher the attraction to big consumer brands, such as Pepsi, Coke, etc. Engagement becomes the primary factor in building a core audience to attract more reach and more advertising sponsors.
The average Facebook page reaches 12% of fans, but reach increases with fans clicking somewhere in the posts (Carter, n.d.). This proposal is to create a requirement of logging in, using an email address, to enter a Facebook group after viewing five videos. The rationale is to identify, attract, and build loyal followers who are actively engaged in viewing NTN videos. By driving up the number of views, shares, likes, and comments, engagement will increase, create a larger reach, and create a viral affect.
NTN’s Facebook engagement is low at 173K compared to competitors, such as Vice and Buzz with greater than 2M. To increase competitiveness with competitors, NTN would need to increase engagement to increase reach and loyal followers who are actively engaged in viewing NTN videos. Once NTN reaches 1M+ followers, big consumer brands would be more attracted to NTN for advertising because of reach.
NTN’s target market is 18 to 34 years of age. Half of adults on Facebook have over 200 friends with 25% of ages 18 to 29 have over 500 (Smith, 2014). Further investigation shows 44% like content from friends at least once per day, 29% like content several times a day, 31% comment on photos, and 19% send private messages (Smith, 2014). The reasons for sharing are seeing photos and videos, sharing with many people at once, entertainment and funny posts, learn ways to help others, receiving network support, updates and comments, keeping up with news and events, and feedback. Another aspect is half of internet users who don’t use Facebook, live with someone who does, creating some familiarity.
Young adults understand the concept of subscribe/sign up to engage with others. This is seen with Hulu, HBO Go, WhatsApp, and Facebook Messenger, etc. People like to feel a sense of exclusively and others dread FOMO (Fear of Missing Out). Research found that 84% of Facebook users are not bothered by the FOMO aspect (Smith, 2014). In testing the idea, survey results show 30% watch news videos per mobile phone via Facebook, 30% would login using their email address to view/share videos if they knew their friends were part of a community, and 30% would join a Facebook group after viewing five videos if friends invited them. 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 the interest. 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.
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/