Cheese Boutique is a speciality grocery store in Etobicoke, ON, close to downtown Toronto. I have been working there since September while studying Social Media at Seneca College. Here, I look at Cheese Boutique’s Online Presence and how to measure and track it.
Platforms Audit:
Cheese Boutique has an online presence on Facebook, Instagram, Twitter and a handful of 3rd party Pinterest pins. Each is being used for a slightly different reason.
Facebook is where many of their retail and household customers are likely to be, due to the local nature of the shop and demographics of the neighbourhood.
Twitter is also used by the management team to shine a light on Cheese Boutique and it’s corporate hospitality clients.
Maitre Fromager, Afrim Pristine, takes to Instagram with his personal account. He matches well with Instagram’s younger, more technologically hip crowd. His personality bursts through with Instagram’s variety of content types and Instagram is popular for food photography, restaurants and cooking in general. It’s a great pairing.
In addition to the internal efforts, there are a large number of external links from review, food and travel websites.
Current focus: Cheese of the Week
Which platform would be best to use to focus on sales of the Cheese of the Week and which of the metrics below should be used to measure success?
Clicks:
Clicks are what the audience chooses to engage on your web page. At the most basic level, a click is the number of page views. Google Analytics is a simple way to measure page views/clicks. To gain further insight on click behaviour, use Mockingfish.com’s heat map.
CTR:
Click Through rate is the number of users who click on a link compared with the total number of page viewers, whether they clicked or not. It is used to measure the success of a campaign or rate the quality of a piece of content. Google’s Search Engine console is a tool to measure the click-through rate.
Engagements:
The total number of comments, replies, shares, retweets, clicks, downloads, video views, reposts, etc. on a platform. Google Analytics measures Engagement.
Engagement rate:
Measures the number of engagements by the number of interactions. It measures how many of those that interact go on to engage and is often expressed as a percentage.
Hashtag performance:
Hashtags are meta tags that allow others to easily find related content by searching on the hashtag. Posts that use the hashtag will be displayed. Hashtags can be used to measure the effectiveness of engagement by using tools like Brand24.
Organic Likes:
The number of likes by users that get to your site on their own, without the use of paid ads. Facebook Insights provides this analysis.
Paid Likes:
The number of likes by users that get to your site by clicking on paid ads. Facebook Insights provides this analysis.
Reach:
Reach is the number of users that have seen your content. It does not measure how many times they have seen it. Brand24 and Google Analytics measure reach.
Sentiment:
Sentiment is the basic underlying feeling of the engagement. In the most basic terms, it means if the post is positive or negative. Sentiment is a qualitative metric and therefore more gauged than measured. Hootsuite is a good tool to monitor sentiment.
Metric Targets:
To establish a reasonable target, determine the baseline. Find what the current measurements are, then forecast a reasonable growth rate. For example, a 25% growth in engagement rate or a tripling of reach, within a specific time frame, such as two quarters or one fiscal year.
Competitors:
A marketplace competitor is Pusateri’s. Pusateri’s has a quality online presence but it operates on fewer platforms. Therefore, they reach a smaller potential audience and generate less overall engagement.
A good strategy would be to be strong in Instagram and Pinterest, two platforms where Pusateri’s does not maintain a presence. At the same time, don’t neglect current efforts where both Cheese Boutique and Pusateri’s currently actively post.
Additionally, explore more advanced advertising techniques and campaigns on competitive platforms Like Facebook and Twitter, to test the sophistication of their media campaign. Further, develop and refine segments and personas to provide maximum value where Pusateri’s and Cheese Boutique compete for clients.
