A Quick Look at O.C.D. Experience

O.C.D. Experience was founded by Justin Klosky in 2008. From a young age, Klosky suffered from obsessive compulsive disorder. After taking up acting for a few years, Justin decided to go the entrepreneurial route. By creating O.C.D. Experience, Klosky wanted a way to channel his disorder and use it to teach others the benefits of not only having an organized home, but an organized life.

Justin Klosky, founder of O.C.D. Experience

The acronym O.C.D. in O.C.D. Experience stands for Organize & Create Discipline. It’s a way for people to change their lives through organization. The company currently offers in-home and virtual consulting services. Consultants go into customers’ homes and organize the problem area. Additionally, they also offer virtual consultations for customers who are outside their three main service areas of California, Florida, and New York.  In addition to the consulting, Justin and O.C.D. Experience are publishing a book that is set to release in late 2013. They also sell a wallet and offer a smartphone app geared towards parents. Finally, Justin makes numerous local and national television appearances to promote the brand.

The target audience of O.C.D. Experience is primarily women. I would put their age anywhere between early 20’s to late 50’s. The idea is geared towards women who manage and organize the household. I would expect both parents and those without children to find value in the services. At the end of the day, everyone lives in some type of space that requires some type of organization. So the product may have appeal to the masses.

Back in 2010, a Forbes article stated, “The industry is evolving, and anyone who wants to keep pace has no choice but to reach across traditional boundaries and start tearing down silos.” O.C.D. Experience should adopt an integrated marketing campaign (I.M.C.) to streamline their marketing efforts, maximize their reach, and differentiate themselves from competitors. It’s no secret that Justin has a great energy and presence. By creating a consistent brand voice and projecting Justin’s personality across all of the marketing channels, I believe the O.C.D. Experience can reach new levels. A few top strategies include:

·      Promoting Justin Klosky as the face of the brand

·      Actively pushing release of the upcoming book

·      Introducing more consumer and search friendly blog posts and videos

·      Revamping the social media content

·      Introducing new marketing channels to maximize brand exposure

The company will be able to reach a larger audience, increase website traffic, boost sales, and become the leading organization company.

Putting Analytics Under the Magnifying Glass

This week I was given a few pages on Facebook and email analytics. It is vital for a business to analyze this information as it can greatly help marketing efforts and increase the return. Put simply, it's important to improve on what's working and either stop or readjust the things that aren't working. Below are my findings.

Overview

These few pages of Facebook Analytics provide a surprising amount of data. After looking over the various pages, we can figure out a lot about ABC Company. They have a total of 880 fans on their page. While the “Likes” analytic page is missing, it appears they are headquartered in Orlando, Florida judging by the post reach. ABC Company posts to their Facebook page at least once a day and their average engagement is around 1%. Finally, ABC Company has a fairly large email subscriber list at over 2,600.

Key Findings

A few interesting nuggets of information include:

Facebook

• A sizeable portion of the people they reach on Facebook speak Spanish.
• The number one referral site is Google.
• Their viral reach has been increasing over the past week. (May 28 to June 2)
• Nearly 60% of the page’s interactions come from women between the ages of 25 and 44. Men in the same age group account for about 20% on the interaction.

Email

• The open rate is 25.4%.
• The click-through rate is 10.9%.
• They had zero social shares.
• They had a conversion rate of 0%.
• (Note: This email may or may not have had a conversion goal.)

Improvements

Facebook

After looking over the previous eight posts of ABC Company, I think they could use more variety to boost engagement. Six of the last posts have been status updates and two have been links (one got a lowly 0% engagement). I think the content needs to be more visual. There is a wealth of health-oriented information online from infographs to workout videos. I think these visuals will boost their engagement and increase their social media reach.

Email

The biggest problem with their email campaign is their open rate. The open rate is good, but I think there is always room from improvement. To increase their open rate they could try sending the email at different times of the day or changing up the subject line. Additionally, their click-through rate is low. To improve this they could have clearer calls to action that encourage clicks. For example, “Don’t let the newest “superfood” fool you. Click here to find out the truth.”

Other Channels

Having a health blog would be great. It seems like there is a new story about food or exercise coming out daily. ABC Company could easily capitalize off these trends and create a few blog posts every week. This content would transition well over to their Facebook page and in their email content.

With women primarily interacting with their content, Pinterest seems like a no-brainer. Simply aggregating the health information on Pinterest would be beneficial, as they would naturally grow a following. They could use Pinterest to find visual Facebook content and also post any blogs they create to Pinterest as well. This will hopefully resonate well with their female audience.

Finally, ABC Company should be on Instagram. Once again, it all goes back to visuals. The health industry is full of visual things ranging from food to exercising. ABC Company could post photos of food and quick facts about the health benefits. They could also record short videos of proper workout techniques. Once again, this content can be easily shared to other social media properties or included in their email campaigns.

Future Campaigns

Spanish Audience

While I do not have access to their “Like” Analytics, I would expect a portion of their fans to speak Spanish as well. I would try out a post written in Spanish. If they are scared of alienating their fans, maybe wait until a Mexican holiday and test the waters with festive post.

Email Social Shares

To increase the amount of social shares on the email, they could use the same content from their Facebook page. Assuming they keep their 1% Facebook engagement rate, out of 661 opens they could get 6 shares on social media. It may not seem like a lot, but free marketing is free marketing.

Email Audiences

If possible, I would be interested to see what happens if ABC Company broke out their email list into separate groups. Judging by their Facebook audience’s interactions, women are much more interested in the content. Perhaps they could test a gender-specific email blast to see if they achieve higher click-throughs.

Based on the analytics provided, how would you help ABC Company?

Event Marketing: ISPA Conference

Last week, the International Spa Association (ISPA) held its annual conference in Las Vegas, Nevada. To hype the event, the ISPA took to social media before, during, and after the event. Below is a short analysis of what they did to promote this national event.

Instagram

The ISPA did a fantastic job on Instagram before and during the event. Before the show, they teased everything from themes to conference badges and gift bags. They really did a great job leading up to the event. They successfully integrated their “Grow” theme into their content and encouraged users to use the hashtag as well. During the show they had great pictures of events, book signings, auctions, and more. My main complaint about their Instagram strategy is their lack of post-event content. On the day following the conference, their messaging abruptly stopped. For having less than 250 followers, I thought they were getting a decent amount of engagement. I was sorry to see they stopped creating content after the conference ended.

ISPA Instagram Post

Facebook

Like Instagram, the ISPA did a great job on Facebook. Leading up to the event, they had plenty of information for attendees. Some of their content included registration, events, sponsors information, and more. They had a variety of content including links, text, and photos. During the show they informed followers of events and happenings at the conference. They successfully used their hashtags on Facebook as well. After the event, they thanked their sponsors and even asked attendees to email the ISPA with any feedback or stories they may have. It’s a great way to leverage social media to gain insights about the event. They even posted that they might use the content in a future blog. What a great way to create new content!

ISPA Facebook Post

Twitter

From my perspective, the ISPA truly shined on Twitter. They created a lot of content before, during, and after the event using multiple Twitter accounts. They even had a dedicated account for the event (@ISPAConference). They responded to tweets and retweeted attendees and sponsors alike. It may be simple, but it was an effective way to recognize their sponsors. They could have included more photos, but I appreciate the amount of content they created on Twitter and the scope of their accounts. 

Sample Tweets

YouTube

YouTube was largely neglected during the conference. They did post one video of a speaker on October 17 leading up to the event. He teased some interesting information about the conference; however, I could not take this video seriously. The video was right next to one that was over a month old and featured the same man, in the same location, and in the same clothing. That was a large red flag that the content was pre-recorded. I really wish they would have created more videos during the show to let people get a feel for the event.

The culprit videos on YouTube

Final Thoughts

The Good

Hashtags

The ISPA did a fantastic job integrating hashtags into their marketing plan. Whether you went to Facebook, Twitter, or Instagram, you could easily search for their content. Judging by the activity, attendees were also using the hashtag as well. All of this helped raise awareness of the event on social media.

Consistent Message

The ISPA kept their brand messaging consistent across all of their social media platforms. No matter what medium I received their message on, it felt like a consistent experience. 

Great Website
I really enjoyed the devoted event website for ISPA 2013. It has a ton of content about the event including social links, sponsors, event information, and more. 

ISPA Conference Website

The Bad

Content Variety

My biggest critique with the marketing of the show was the lack of content variety. While using the same content on all of their social media platforms created a consistent theme and integrated marketing campaign, it seemed a little stale to me. Posting the same content on all platforms doesn’t encourage users to follow a brand on more than one platform. On Twitter, the ISPA was able to curate content from other’s and respond to tweets. I think that is why that channel was so successful. Facebook and Instagram suffered because of so much shared content.

No Video

I believe they missed a large opportunity by leaving YouTube out of their event marketing. They could have easily leveraged Vine or Instagram video to generate some video content. I believe videos would have allowed people who were unable to attend to get a better idea of the event. If they immersed viewers in the experience, that could make the event look appealing enough to attend the next year.

Lack of Email
Their website could have used an email sign-up. If visitors were not social media users, it would have been great if they could keep up-to-date about the event through a newsletter that centered around conference content.


Overall, the ISPA Conference appeared to be a hit. While there were a few missed opportunities, they successfully used their channels in appropriate manners. It's a refreshing change to examine event marketing. I look forward to applying these lessons down the road!

Social Media Planning at the Animal Kingdom

Social media thrives on timeliness; however, it's always important to plan ahead as much as you can. Instead of scrambling to find content every day, you have a library and content calendar to reference. Should something come up, you can easily move posts around to accommodate for current events. Take the time to plan ahead and you will thank yourself down the road. There is a wealth of content around you, sometimes you just need to step back and take a look.

This week I mapped out a few mock posts for Disney's Animal Kingdom to use this December. Hopefully some of the posts get you in the holiday spirit!

Sunday, December 1

FB: Caption contest: Mirror mirror on the wall, what does this otter want most of all?

TW: Caption #Contest! What is this otter wishing for?

Monday, December 2

FB: The holidays are quickly approaching! Join us for Mickey’s Jingle Jungle Parade daily at 3:45 pm!

TW: Mickey’s Jingle Jungle Parade is sure to get you in the holiday spirit! #AnimalKingdom #festive

Tuesday, December 3

FB: Headed to the Animal Kingdom? Share your photos with us and we may make it our cover photo!

TW: The world of Avatar is coming to the Animal Kingdom in 2017! #exclusive #sneakpeak

Wednesday, December 4

FB: Here’s a sneak peak of our newest attraction inspired by the world of Avatar!

 

TW: Spending your day at the #AnimalKingdom? Tweet us your pictures and tag us!

Thursday, December 5

FB: It’s the final night of Chanukah! Come enjoy the holiday with some wildlife!

[Image: Holiday lights in the Animal Kingdom.] 

TW: Happy Chanukah! Our furry friends would love to celebrate with you!

[Image: Holiday lights in the Animal Kingdom.]

Friday, December 6

FB: The Rainforest Café is a wild place to eat!

TW: You’ll be likely to encounter a few animals during your meal at the Rainforest Café here at the #AnimalKingdom! #goodfood

Saturday, December 7

FB: Stop by the Affection Section to meet and pet some furry friends!

[Image: Picture of llama]

TW: Headed to Animal Kingdom this weekend? Share your photos with the hashtag #DisneyAK and your photos may be featured on our website!

Sunday, December 8

FB: If you ‘like’ The Lion King, you’ll love our Festival of the Lion King show!

[Image: Picture of Lion King show]

TW: The Festival of the Lion King will surely get you on your feet! #hakunamatata #Disney

[Image: Picture of Lion King show]

Monday, December 9

FB: Don’t worry, our orangutan is having a case of the Mondays too!

TW: Our orangutan isn’t too excited about #Monday morning either!

Tuesday, December 10

FB: How many animals are carved on the Tree of Life?

A. 100+

B. 200+

C. 300+

[Image: Tree of Life]

TW: Can you guess how many animals are carved on the Tree of Life? #popquiz #AnimalKingdom

[Image: Tree of Life]

Wednesday, December 11

FB: Visit DinoLand USA to see some animals that are relatives of pre-historic dinosaurs!

[Image: Picture from DinoLand USA]

TW: Time to get pre-historic! Visit DinoLand USA to see relatives of #dinosaurs.

[Image: Picture from DinoLand USA]

Thursday, December 12

FB: Happy Poinsettia Day! This holiday season, don’t forget to keep your wild animals at home away from these dangerous plants.

[Image: Poinsettias in the Animal Kingdom]

TW: Happy #PoinsettiaDay! Be sure to keep these plants out of reach from your wild animals at home! #safetyfirst

[Image: Poinsettias in the Animal Kingdom]

Friday, December 13

FB: Superstitious? Bagheera is one black cat we wouldn’t mind crossing today!

[Image: Picture of Bagheera]

TW: It’s #Fridaythe13th, check out these animal superstitions courtesy of @NatGeo! http://bit.ly/1d8OF9n

Saturday, December 14

FB: Flights of Wonder takes wildlife to the air!

TW: You don’t have to be an ornithologist to enjoy the Flights of Wonder! #showtime #AnimalKingdom  

Sunday, December 15

FB: Have you heard about the Disney FastPass? Skip the lines and enjoy your rides faster! http://bit.ly/1i7sTR3 

[Image: Include image of Expedition Everest]

TW: At the park with us? Meet Rafiki over at Rifiki’s Planet Watch until 5 p.m. #LionKing #starstruck

[Image: Picture of Rafiki in Animal Kingdom]

Monday, December 16

FB: Check out Nemo, Dory, and the rest of the gang in Finding Nemo – The Musical at the Disney Animal Kingdom!

[Image: Image from the show]

TW: Head down under with Nemo and the gang in #FindingNemo – The Musical at the Disney Animal Kingdom! #justkeepswimming

[Image: Image from the show]

Tuesday, December 17

FB: What’s for dinner tonight? Find out what our animals eat every day!

[Image: Infograph of popular animals and their diets] 

TW: Hungry? Find out what your favorite animals eat here at the #AnimalKingdom!

[Image: Infograph of popular animals and their diets]

Wednesday, December 18

FB: Happy Hump Day! “Like” this post if you’re excited for the weekend!

TW: Happy Hump Day!

Thursday, December 19

FB: It’s Throwback Thursday! Check out Kendi and her calf nearly a year and half ago!

TW: Get your daily dose of cuteness with our flashback of Kendi and her calf! #tbt #AnimalKingdom

Friday, December 20

FB: What's the best holiday gift you every got?
[Image: Child with stuffed animal at Animal Kingdom gift shop]

TW: RT if you’re excited for the weekend!

Saturday, December 21

FB: Still searching for the perfect gift? There’s plenty of time to plan your Disney vacation! http://bit.ly/1cLcgKC

[Image: Entrance to Disney World]

TW: Last minute shopper? There’s still time to plan your #AnimalKingdom vacation! #tistheseason http://bit.ly/1cLcgKC

[Image: Entrance to Disney World]

Sunday, December 22

FB: Who wouldn’t mind waking up to this view from the Animal Kingdom Lodge?

TW: The Animal Kingdom Lodge offers some wild views! #wildlife #savannah

Monday, December 23

FB: Need a Monday morning boost? Ride the Expedition Everest with us on YouTube!

TW: Here we go! Take a spin on Expedition Everest with us! #POV #rollercoaster

Tuesday, December 24

FB: Not a creature was stirring, not even a mouse…

[Image: Mickey Mouse sleeping]

TW: Not a creature was stirring, not even a mouse…

[Image: Mickey Mouse sleeping]

Wednesday, December 25

FB: Merry Christmas from all your friends at the Animals Kingdom!

[Image: Photo of staff in holiday attire]

TW: Merry Christmas! How are you and your family spending the holiday?

Thursday, December 26

FB: Our tigers had an exhausting day yesterday. Now it's time to relax!
[Image: Tiger family sleeping]

TW: Our tigers had a busy holiday! Now it's time for a cat nap...
[Image: Tiger family sleeping]

Friday, December 27

FB: Headed to the park? Get the lay of the land with our interactive map!

http://bit.ly/1eCZbUd
[Image: Photo of the map]

TW: It’s a jungle out there! You won’t get lost with our interactive #AnimalKingdom map! #explorer http://bit.ly/1eCZbUd

Saturday, December 28

FB: Fast fact! A group of porcupines is called a prickle. 

[Image: Family of porcupines]

TW: Did you know a group of porcupines is called a prickle? #fastfact

[Image: Family of porcupines]

Sunday, December 29

FB: Yea, he's a momma's boy.
[Image: Mom monkey holding baby]

TW: Visiting us today? Tweet us your pictures and we'll retweet our favorites!

Monday, December 30

FB: “Like” this post and you’ll be entered to win four tickets to the Animal Kingdom! Official Rules: [insert URL of official rules]

[Image: Entrance to the Animal Kingdom]

TW: We’re giving away 4 tickets to the #AnimalKingdom over on our Facebook page! #giveaway http://on.fb.me/1i74rPU

Tuesday, December 31

FB: Happy New Year’s Eve! Join us for our annual firework show at the Magic Kingdom!

TW:  Our bears have resolved to work off their winter pounds…pending hibernation! What are your #resolutions for #2014?