It’s All About the Numbers…


Analytics provide a measure of how a company is performing in a given capacity. As per this week’s lecture, “Any type of data you are looking for, can probably be found through analytics.” Accordingly to Social Media Today, “, social media analytics aggregates and analyzes online conversations (industry, competitive, prospect, consumer, customer) and social activity generated by brands across social channels, while enabling organizations to act on the derived intelligence for business results, improving brand awareness and reputation, marketing and sales effectiveness, and customer satisfaction and advocacy.”

It would make sense a company would want to take full advantage of any type of analytics to which they would have access in order to use this valuable tool to help further grow their business.

XYZ Company is a heating and cooling company (HVAC) and in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website,Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned as this is pretty much a husband/wife team. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius. They do not have an email database yet.

As a strategic marketer working closely with start-ups and other small businesses, it’s always a challenge to help companies find the right mix of integrated marketing communications to help them grow, particularly when the budget is an issue.

Though XYZ Company is small and relatively unknown, thanks to social channels such as Facebook, it is possible today to grow a small business at an affordable price level where they will be able to not only generate buzz, promote their business but do so without breaking the bank.

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The above screen shot provides data on Facebook activity for one gathered over one week. Here, we can see everything from the amount of “likes”, “reach” and “engagement” particular posts obtained. Facebook provides excellent analytics for a company to analyze in order to improve their goals for their posts on that platform.

Let’s have a look at the analytics on this page.

Key Findings:

While the page likes are increasing, post reach is down dramatically. Paid media reach is not necessarily consistent, but it does average around 500. Paid posts also have a much impactful reach than organics posts placed on the page.

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Mobile users outnumber desktop users.

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Fans view the page for the most part around bed time, later in the day.   Fridays, Sundays and Wednesdays are the fans’ most active days of the week.

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The vast majority of the fans are women between the ages of 35-44. Women between the ages of 45-54 represent the next group of fan popularity. Males between the ages of 25-34 represent the next most popular group of fans.

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The fans are mostly located in the Massachusetts area. They are mainly English speakers with a few Spanish speakers as well.

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Below, I detail a strategy in order to help improve the numbers the above screenshot analytics provide.

Recommended Improvements:

Firstly, from the Facebook analytics, we know when fans are most active online and when posts receive the best engagement. So, posts should be placed later in the evenings on Fridays, Sundays and Wednesdays.

Each post should be accompanied with keywords being hashtagged.

Hashtag use helps SEO (search engine optimization), the ability to improving the possibility to be found online. When a user is searching in the Facebook search bar, and they place that hashtag, chances are that post will appear along the search results. Hashtaggin also helps achieve better Google search results.

Facebook also makes it possible to generate ads with very specific audience target detailing geared to increase reach to a particular demographic who would be searching for these types of services.  Ads can be made to target potential future fans and clients with very specific interests in heating, cooling, a/c or heat repair, duct work, etc., This feature offers detailed targeting which would be very effective in helping to grow their business.  Since we know from analytics that mobile users outnumber desktop, the ads should be more so geared to the mobile feed so as to increase ROI and use dollars where they will have most reach.

Along with this, XYZ Company could also generate those detailed targeted ads with a promo code offering a discount back to their company via a landing page specifically detailing the services to which that promo code would apply. This discount could be used for any type of service the company would be offering, again, in an attempt to generate business and grow their client based. In this manner, through these detailed targeted ads, a current new clientele can be reached to broaden the number of fans and potential clients XYZ’s Facebook page has.

In addition to generating ads, XYZ company can also use the ads feature through promoted posts which are of particular interest. Promoted posts actually have a better success rate than created Facebook ads. They cost less and have a better reach.Since their paid post reach is much more successful than the organic, it would make sense to continue to boost posts to the current likes, friends of likes and even a separate target audience.

How-to videos of no more than 30-60 seconds in length can also be posted here which could even be cross-promoted together with YouTube and Vimeo. Videos are very popular with people. Moreover, these videos could even be further promoted through promoted posts.

Help from Other Channels:

The company has a website, Twitter, Yelp and G+ pages.

XYZ Company can cross promote all their posts to their different social media channels. They can link their Facebook, Twitter, Yelp and G+ pages by placing social icons on each page leading the user back to their pages. This costs nothing to them and it’s free advertising. Google Analytics can then track later which one of these referrers brings people to their website. XYZ Company can then focus on whichever referrers are engaging users with more traffic and thereby better promote those pages. Sharing content is ideal and an effective strategy that has been proven to work.

Reviews / Testimonials Tab on website and social channels. Clients adding reviews and testimonials is a powerful way to attract new potential business, too. Nothing speaks higher to a company’s credibility than word of mouth, whether via a friend of someone or a complete stranger. I would have XYZ Company encourage their loyal clients to please include positive responses on their Reviews/Testimonials tab on both the website and all social channels.

Future campaigns and posts:

XYZ Company can offer potential seasonal deals. Massachusetts has four distinct seasons. They could offer a different valuable coupon or offer for each of these seasons and promote accordingly via press releases, blog entries, Facebook promoted posts and ads, along with cross promoting to all their digital channels. On print media, they could advertise in home improvement magazines, particularly the Flyer, which has an extensive reach. All advertising, whether on print, or digital, should send the user to the company’s Facebook page by including the Facebook icon accordingly.

XYZ Company could also run a contest with the Top Fan app geared to counting who Likes, Shares and Comments the most with a suitable prize making it worthwhile to participate.

I would have XYZ Company add a YouTube page, too. Here, they could have a series of 30-second how-to videos so the homeowner may refer to for future knowledge. Properly tagging these videos will also improve XYZ Company’s organic search results. Again, hashtagging also helps.

While creativity plays a role in marketing in general, there are simple steps which can be taken to increase brand awareness, particularly through all the channels available today.  In today’s varied sophisticated digital society, it’s never been easier to grow an audience with few dollars.


Around the World in 30 days…The EPCOT Experience

As part of our University of Florida graduate program in Social Media, this week I’ve been tasked to be the hypothetical Social Media Manager for Disney’s EPCOT Center for the month of April 2016.   This is all hypothetical, just to showcase how, as a Social Media Manager, I’d personally plan EPCOT’s social media postings for one month.

So, without further delay, let’s take off on EPCOT’s (Experimental Prototype Community of Tomorrow’s) International journey for the month of April 2016.

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Friday, April 1st 2016: 

Facebook:   Join the Disney gang on a hot air balloon ride across the Atlantic….Oh, April’s Fool’s, let’s stick with traditional travel via planes and ships!   First off, let’s get a glimpse of how EPCOT works is magic backstage behind the scenes. #EPCOTInternationalAdventure, #AprilFools, #HotAirBalloons, #backstagemagicEPCOT

Instagram:  How about a hot air balloon ride across the Atlantic?  April Fool’s!  Checkout Backstage Magic at Disney’s EPCOT!   #EPCOTInternationalAdventure, #AprilFools, #HotAirBalloons, #backstagemagicEpcot

EPCOT’s Backstage Magic

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Screen Shot 2016-03-06 at 12.16.49 PM.pngSaturday, April 2nd 2016:

Facebook:   Where else can you have an international adventure right at home in the USA? Why EPCOT, of course!   #EPCOTInternationalAdventure

Instagram:  Where else can you have an international adventure right at home in the USA? Why EPCOT, of course!   #EPCOTInternationalAdventure

EPCOT’s International AdventureScreen Shot 2016-03-06 at 11.49.49 AM.png

Sunday, April 3rd 2016:

Facebook:  You know, EPCOT’s all about a FUTURE world.  What’s in store for EPCOT’S FUTURE World?  Check it out right here!  #EPCOTInternationalAdventure, #EPCOTFutureWorld

Instagram:  You know, EPCOT’s all about a FUTURE world. What’s in store for EPCOT’S FUTURE World? Check it out right here! #EPCOTInternationalAdventure, #EPCOTFutureWorld

EPCOT’s Future World

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Monday, April 4th 2016:

Facebook:  It’s China’s Ching Ming Festival!  Come celebrate with us in the Chinese Pavilion today!  #EPCOTInternationalAdventure, #ChingMingFestival, #EPCOTWorldShowcase

Instagram:  It’s China’s Ching Ming Festival!   #EPCOTInternationalAdventure, #ChingMingFestival, #EPCOTWorldShowcase

Chinese Pavilion

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Tuesday April 5th 2016:

Facebook:  Looking for a VIP experience at EPCOT!  For all ages, EPCOT will make you feel like the VIP you are!  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOTVIPExperience, #EPCOTWorldShowcase

Instagram: Looking for a VIP experience at EPCOT! For all ages, EPCOT will make you feel like the VIP you are! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOTVIPExperience, #EPCOTWorldShowcase

EPCOT VIP Experience

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Wednesday, April 6th 2016:

Facebook:  So what does EPCOT really mean?  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT

Instagram: So what does EPCOT really mean? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT

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Thursday, April 7th 2016:

Facebook:  Let’s head south of the border to the Mexican Pavilion’s Aztec Temple.  ¡Vamos Amigos!   #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #AztecTemple, #Mexico, #EPCOTWorldShowcase

Instagram:   Amigos, vamos south of the border to EPCOT’s Aztec Temple.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #AztecTemple, #Mexico, #EPCOTWorldShowcase

Aztec Temple

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Friday, April 8th 2016:

Facebook:  How will farming and seed be like in the #FutureWorld?  Come to the Land Pavilion and learn more! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #LandPavilion, #Seeds, #Farming

Instagram:  Interested in farming?  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #LandPavilion, #Seeds, #Farming

Land Pavilion

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Saturday, April 9th 2016:

Facebook:  Speaking of food, are you hungry?   Experience amazing international flavors throughout all of EPCOT Center’s pavilions.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #EPCOTWorldShowcase

Instagram: Hungry yet?  Check out EPCOT’s international food assortment!   #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #EPCOTWorldShowcase

EPCOT International Dining Experience

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Sunday, April 10th 2016:

Facebook:  Don’t wait until Oktoberfest to visit Germany!  Come to EPCOT’s German pavilion! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #Germany, #GermanPavilion, #EPCOTWorldShowcase

Instagram:  How about Oktoberfest in April? Check out the German pavilion! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #Germany, #GermanPavilion, #EPCOTWorldShowcase

Germany Pavilion

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Monday, April 11th 2016:

Facebook:  Know the history of EPCOT’s Spaceship Earth?   Check it out here. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #SpaceshipEarth

Instagram:  Checkout SpaceShip Earth! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #SpaceshipEarth

EPCOT’s Spaceship Earth

Screen Shot 2016-03-06 at 2.16.42 PM.pngTuesday, April 12th 2016:

Facebook:  So, is a trip to Mars or outer space considered international?  How about an international trip to space? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #SpaceshipEarth, #EpcotSpaceMission

Instagram:   Is Mars or outer space considered international #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #SpaceshipEarth, #EpcotSpaceMission

Destination: Outer Space

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Wednesday, April 13th 2016:

Facebook:   Interested in the flowers and gardens of other countries?  Visit EPCOT’s International Flower and Garden Festival this Spring and see the lovely gardens of other countries. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTGardenFestival, #EPCOTFlowerFestival

Instagram:   Enjoy beautiful gardens?  Come see EPCOT’s International Flower and Garden Festival.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTGardenFestival, #EPCOTFlowerFestival

EPCOT International Flower and Garden Festival

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Thursday, April 14th 2016:

Facebook:  “May The Force be With You,” Star Wars half Marathon.  Defy challenges and take on the Star Wars Half Marathon scheduled between April 14-17 only. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #StarWars, #EPCOTStarWarsHalfMarathon, #DarthVader

Instagram:  “May the Force Be With You,” EPCOT Star Wars Half Marathon.  Join us today!#EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #StarWars, #EPCOTStarWarsHalfMarathon, #DarthVader

EPCOT’s Star Wars Half Marathon

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Friday, April 15th 2016:

Facebook:    Now that tax season’s over, use your tax refund to take your kids swimming with the dolphins at EPCOT’s Dolphins in Depth event. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure,  #DolphinsinDepth, #SwimwiththeDolphins, #EPCOTSeasAquaTour

Instagram:   Go swimming with the dolphins at EPCOT’s #DolphinsinDepth event. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure, #DolphinsinDepth, #SwimwiththeDolphins, #EPCOTSeasAquaTour

EPCOT’s Dolphins in Depth

Screen Shot 2016-03-06 at 6.52.28 PM.pngSaturday, April 16th 2016:

Facebook:    Why not explore the seas with a Snorkel Adventure? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure, #EPCOTSeasAquaTour

Instagram:   Into snorkeling? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure, #EPCOTSeasAquaTour

EPCOT Seas Adventure

Screen Shot 2016-03-06 at 6.34.51 PM.pngSunday, April 17th 2016:

Facebook:   It’s World Malbec Day!  Though Argentina is not among EPCOT’s World Showcase Countries, enjoy one of Argentina’s greatest productions, Malbec wine at any of the fine dining establishments. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #WorldMalbecDay, #EPCOTWorldShowcase

Instagram:   Celebrate World Malbec Day today at any of EPCOT’s fine restaurants. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTdining, #WorldMalbecDay, #EPCOTWorldShowcase

World Malbec Day

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EPCOT Dining Experience

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Monday, April 18th 2016:

Facebook: In the mood to visit Scandinavia? Check out EPCOT’s Norway Pavilion for a unique Scandinavian experience. Oh, did we mention, the weather’s always nice at EPCOT? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #NorwayPavilion, #Norway, #EPCOTWorldShowcase

Instagram: In the mood for a Scandinavian experience? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #NorwayPavilion, #Norway, #EPCOTWorldShowcase

Norway Pavilion

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Tuesday, April 19th 2016:

Facebook:  How about embarking on a  5 hour walking tour of EPCOT and learning about the people and cultures of 11 different countries? #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase

Instagram:   Enjoy EPCOT’s 5 hour Destinations Discovered Tour. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase

Destinations Discovered Walking Tour

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Wednesday, April 20th, 2016:

Facebook:  Experience The American Adventure.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTAmericanAdventure

Instagram:  The American Adventure. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTAmericanAdventure

The American Adventure

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Thursday, April 21st, 2016:

Facebook:  Vive la France!  Enjoy French cuisine and culture along cobblestoned, quaint streets. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTFrenchImpressions, #France

Instagram:  Vive la France! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase,  #EPCOTFrenchImpressions, #France

Impressions of France

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Friday, April 22nd, 2016:

Facebook:  O Canada!  Enjoy maple syrup, hockey and the Yukon with EPCOT’s 360 degree 3D film! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTCanada, #Canada

Instagram:   O Canada! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTCanada, @Canada

O Canada

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Saturday, April 23rd 2016:

Facebook:  Be like Jacques Cousteau and scuba dive in international locations. Dive in a 5.7 million gallon aquarium. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure, #EPCOTSeasAquaTour, #EPCOTDivequest

Instagram:  Scuba dive in the giant EPCOT Aquarium! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTSeasAdventure, #EPCOTSeasAquaTour, #EPCOTDivequest

EPCOT Dovecots

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Sunday, April 24th, 2016

Facebook:    Visit exotic Africa.  Come to the Moroccan Pavilion and experience the warm dessert breeze…#EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EPCOTMorocco, #Morocco

Instagram:  Come to Africa…#EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EpcotMorocco, #Morocco

The Moroccan Desert

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Monday, April 25th, 2016:

Facebook:  Arrivaderci, Roma!   Get a taste of Italy for the day in EPCOT’s Italian pavilion. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EpcotItaly, #Italy

Instagram: Arrivaderci, Roma! Get a taste of Italy for the day in EPCOT’s Italian pavilion. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EpcotItaly, #Italy

EPCOT’s Italian Pavilion

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Tuesday, April 26th 2016:

Facebook:    Continue your world showcase adventure to the UK and visit Big Ben and Buckingham Palace! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EpcotUnitedKingdom, #EPCOTUK, #EPCOTBigBen, #BigBen

Instagram:  Big Ben and The Royals…#EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #EpcotUnitedKingdom, #EPCOTUK, #EPCOTBigBen, #BigBen

EPCOT’s United Kingdom

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Wednesday, April 27th, 2016

Facebook:   Get a heads-up on tomorrow’s ideas today… #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase,  #ProjectTomorrow, #FutureWonders

Instagram:  Tomorrow’s ideas today…#EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #ProjectTomorrow, #FutureWonders

Project Tomorrow

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Thursday, April 28th, 2016:

Facebook:  Enjoy fireworks?   Capture the most impressive display of fireworks you’ll ever see LIVE!   #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #ProjectTomorrow, #FutureWonders, #EPCOTFireworks, #EPCOTIlluminations, #ReflectionsofEarth

Instagram:    In to Fireworks?  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #EPCOTwalkingtour, #EPCOTDestinationsDiscovered, #EPCOTWorldShowcase, #ProjectTomorrow, #FutureWonders, #EPCOTFireworks, #EPCOTIlluminations, #ReflectionsofEarth

Illuminations: Reflections of Earth

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Friday, April 29th, 2016:

Facebook:  It’s Showa Day in Japan.  Come to the Japanese Pavilion to learn all about this historic day.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT,  #JapanesePavilion, #ShowaDay

Instagram:  Learn about Showa Day today in the Japanese Pavilion. #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #JapanesePavilion, #ShowaDay

Japanese Pavilion:

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Saturday, April 30th 2016:

Facebook:  Is there a country you’d like to see showcased at EPCOT?  Enter our #NEWCOUNTRYSHOWCASE contest and tell us all about it.  You could win a free trip for up to four if you win! #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #NewCountryShowcase

Instagram:  Win a free trip!  Enter our #NEWCOUNTRYSHOWCASE contest and tell us about a new country you’d like featured at EPCOT.  #EPCOTInternationalAdventure, #EPCOTFutureWorld, #EPCOT, #NewCountryShowcase

New Country Showcase

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Facebook:  Thanks for taking our tour on our international destinations and the #FutureWorld! Stay tuned for more exciting themes in the months to come! #EPCOT

Instagram:  Thanks for visiting!  Stay tuned for future exciting themes!  #EPCOT

Stay tuned at EPCOT!

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Looking to Grow your Digital Presence?

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As a tested and successful commodities trader, I grew an international cattle hide trading business from scratch.  While I’m now running an internet marketing company, I have the experience necessary to grow your business.

Here’s a recent video where you can get to know me a little better, my past business, obtaining a Master’s Degree in Social Media from prestigious University of Florida and how I’m helping grow businesses digitally today.

My introduction:

Want to see some examples?  Here are three examples where you can see our work in action.

Antigal Winery & Estates, Argentine winery with corporate offices in Miami, FL.

Here’s an Atlanta, GA based odor-eliminator, SCOE10X.  We’ve helped SCOE10x dramatically increase their business via both email marketing and Facebook advertising.

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Have a look at this video for famed Miami personal injury attorney, Jose Francisco, catering to the heavy Spanish-speaking community.

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Velocity Social Media moves your business forward in an age where digital presence dominates the internet. We focus on providing a full spectrum of social media management services to local and regional companies.  We thrive on helping your business with our personalized touch.

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Out with the Old, In with the New?

In order to succeed in today’s competitive advertising and marketing space, as per Antony Young’s “Brand Media Strategy”, page 15, a company “must take full advantage of the Google and Facebook era.” Moreover, a company’s success is really “all about the branding.”

When comparing and contrasting the “Direction and Communication” aspect between classic marketing and social media marketing, it is important to consider that in today’s media marketing environment, by creating a personal experience for the customer, the customer ultimately becomes a “brand evangelist” as stated by Antony Young in Brand Media Strategy, pg. 13.

In the classic marketing strategy, the “Direction and Communication” regarding the brand was spread by the company with the company mainly listening. While yes, “word of mouth” as mentioned by Young in page 24 was valid in the past and continues to play a factor with consumers influencing their immediate sphere, beyond this today is for the customer to create the ability for the consumer to experience the benefit of the product being advertised. In this sense, the “social proof” mentioned by Young through not only the experience but by further testimonials and reviews, makes it much simpler for a future potential user of a product to feel they are making the right choice in the purchase experience.

While both aspects can work together, meaning, initially, the company may spread a message which will be successful through detailed targeting of a specific audience, ultimately, then with the consumer’s help through word of mouth and the sharing of their experience via a review or testimonial, the two may find a synergy enabling future success.

The only instance in where I believe the classic, unidirectional method of message dissemination may be more successful would be in considering a legal team defending a group of people where statistics or straight numbers are what matters. Oftentimes, when cases are in the middle of being deposed, much of the message cannot be made known to the public. So, brief numerical statistics are used to garner support. In South Florida, billboards, radio ads and bus benches are popular methods used by legal teams to reach this objective. As per the FindLaw blog of November 10, 2014, “This explains why so many lawyer billboards feature ads for — drum roll, please — DUIs and personal injury.”

Later, when a case has been settled, word of mouth through both traditional media as billboards, print and even radio, together with those digital today such as Facebook, Google Reviews, Twitter and testimonials are websites are used to further support for future efforts.

When comparing and contrasting the “Wealth of Experience” marketing aspect between the classic marketing and the social media marketing, in the classic, analog, where “similar campaigns and an assured legal position” were traditionally used, the fact this allows for little change puts this method in a clear disadvantage to the more alternating and innovative digital method, where “changing technical requirements, new marketing concepts and no assured legal position will ultimately allow for the ability where, as per Young in page 20 of Brand Media Srategy, “Marketers have been able to adjust a campaign as it evolves, fine-tuning efficiency and response. New media techniques have allowed marketers to test and improve each campaign over time…marketers adjust their campaigns more speedily now that they know what works and what doesn’t.”

Frankly speaking, with an ever changing demographic which is and as per Young in page 29, an “attention-elusive consumer”, not only is the new social, digital way more better and more effective, but the classic way may become, if not already, obsolete. These two cannot work together. Synergy does not exist. Marketers and companies must be able to spread a message quickly. Moreover, once spread, this message must be closely monitored through readily available analytics on digital platforms, where, studying these properly, the marketer can almost immediately gauge success and engagement.

Now that we’re in an election year, political candidates and their advertising quickly come to mind as a perfect example. As per the Washington Examiner’s piece “2016 Campaigns Using Social Media for more than Facebook ‘likes’” “ dated July 31st, 2015, “Most political campaigns will work with firms like Synthesio to grasp what Americans are saying about them and their policies and use the data that is gathered ‘in real time’ from sites like Facebook and Twitter to adjust their messages accordingly.”

And, as stated in the piece, Facebook and Twitter are examples of channels in which the alternating and innovative marketing aspect can be put to practice.

Depending upon the objective of the business, both classic and new marketing strategies may be employed. Sometimes individually, and hopefully, more often, than not using a combination of both. Both will prove to not always be successful. As with most business development strategies, trial and error will be used to ultimately find the best mix.