Final Paper for Direct Marketing Class DLSU Master of Marketing Communications

1. March 26
2012
Project:
Verdance
An
Interactive
In partial fulfillment for Direct Marketing. Direct
Marketing
Submitted to:
Regina Dy Campaign
Submitted by:
Bea Belen
GenBermudo
JhingCamba
Alvic Chua
Ben Donato
Cess Medrano
JenninaObieta
Mark Pitoc
Angelica Sinnung
Nicco Joselito Tan
JP Villamor

2. Project: Verdance 2012
Facebook Insights: A Guide to Facebook’s Analytics
With Page Insights, we can:
Understand the overall performance of your Page;
Optimize how you publish posts to your Page that will attract your audience and
make them recommend your Page to their friends; and
Learn more about your audience
To access Insights on your Page, click on the Insights tab on the left-hand side of the page.

3. Project: Verdance 2012
There are two ways to review the Insights data – either through the dashboard or by
exporting the data.
If you wish to export data, you can do so by clicking on the Export Data button.
In exporting the data, you will be asked the following information:
Data Type - the type of data you would like to see
o Page level data – aggregated data about your Page
o Post level data – for data on each of your Page posts
Data Range - The date range for which you want to see data about your Page
File Format –Excel (.xls) or Comma-Separated Values (csv)
The Key Metrics tab of the Excel file contains the metrics across all time. The tabs show a
breakdown of the high level metrics.

4. Project: Verdance 2012
Understand the overall performance of your Page
The four metrics at the upper portion on the Insights tab allows you to quickly view the size
and engagement of your audience. These information should be monitored to assess the
success of implemented marketing strategies.
Total Likes – the number of unique people who liked your Page.
Friends of Fans – the number of unique people who are friends with your fans, including
your current fans.
People Talking About This – the number of unique people who interacted with your Page.
Interaction include when someone likes your Page, posts to your Page wall, likes or shares
your Page posts, answers a question you posted, responds to your event, mentions your
Page, tags your Page, checks in at your Place, or recommends your Place.
Total Reach – the number of unique people who have seen any content related with tour
Page (including Ads or Sponsored Stories that directs to your page) in the last 7 days.
Hovering on the question mark next to the metric will show the time frame of each metric.
Because friends of fans represent a much larger set of consumers than fans alone, it is
important to not only consider the Fans you have (Total Likes) but also consider the
number of friends that your fans have (Friends of Fans). This metric should be seen as the
total potential market. Friends of Fans represent the total number of people you can
potentially reach if all your fans are talking about your business to their friends.
The next metricPeople Talking About This indicates how many people are actually talking
about your Page or your business to their friends. This includes everyone who:
Liked your Page
Liked, commented, or shared your Page post
Answered a Question you’ve asked
Responded to your event
Mentioned your Page
Tagged your Page in a photo
Checked in or recommended your Place
Getting more people to talk about your business allows you to reach more people. You can
see how many people your Page is able to reach by the Total Reach metric.

5. Project: Verdance 2012
Posting regularly with interesting content to your audience gets more people to talk about
your business with their friends. The following graph shows how the type of posts you
publish to your Page influence the number of people talking about your business, and how
this number of people talking about you influences your reach.
 For the period February 14 – March 12, 2012, no new posts were published to the Verdance Nail
Salon Page thus no Posts bubbles were reflected on the graph presented.
Posts – the size of the bubbles represent the number of posts your Page published each day.
People Talking About This–the number of people who have created a story about your
Page in the 7 days leading up to the dates shown on the chart.
Weekly Total Reach – the number of unique people who have seen any content associated
with your page (including Ads or Sponsored Stories directing to your Page) in the 7 days
leading to each date shown on the chart.
As a marketer, you need to find ways not only to increase the reach of your Page, but also
how to close the gap between People Talking About This and Weekly Total Reach.
Because the closer they are, the higher the engagement rate is with your potential reach.

6. Project: Verdance 2012
Optimize how you publish to your audience
The ultimate goal in having a Facebook page for your business is to publish content that will
reach a large audience, and that your audience will engage and share your content with
their friends. Page Insights helps you to understand what your audience wants to hear or is
interested about.
There were no recent posts in the Verdance Nail Salon Page so no posts were displayed on the above.
Date – the day the post was published, in Pacific Standard Time.
Post – A snippet of the post. The full version will be displayed upon clicking on the text.
Reach – the number of unique people who have seen the post.
Engaged Users–the number of unique people who have clicked anywhere on the post.
Talking About This – the number of unique people who have created a story from your
post. Stories could be:
Liking, commenting or sharing your post
Answering a Question
Responding to an event
Virality–percentage of people who have create a story from your post out of the total
number of unique people who have seen it.
With the Virality rate, aiming for a 5%+ response is the ideal. Anything less than that rate
means that your messages are not cutting through your audience at the right time, or they
are not interesting enough. And just a note to remember, not being interesting can often be
more about how a post was posted, and less about its content. Turning statements and
information into questions and discussions oftentimes gets the people more involved.

7. Project: Verdance 2012
Learn more about your audience
Understanding who your audience is and how you can effectively reach them is the key to
optimizing your Page. This information will allow you to identify the content that people
would want to read, know more, or talk about.
By clicking on the Insights tab, three other options are listed (Likes, Reach, and Talking
About This) which will allow youto :
Know your Fans, the people you reached with your posts, and those who talk about
your Page
How you acquired or engaged them
Likes tab
The Likes tab gives you information on those people who liked your Page and how you
acquired them. The information can be limited specific to the date range you specify.

8. Project: Verdance 2012
For the year 2012 to date (March 2012), Verdance Nail Salon Page showed that majority of its Fans
are Female (71%) in the 25-34 age group (44%). Most of its Fans come from the Philippines (399)
particularly from the City of Makati(179). Their preferred language is US English(376).
Gender and Age - The percentage of people who liked your Page classified according to age
groups and gender. This is based on the data provided by the user in their Facebook
profiles.
Countries – The number of people who liked your Page grouped by country. This is based
on the user’s IP address.
Cities – The number of people who liked your Page grouped by city. This is also based on
the user’s IP address.
Languages – The number of people who liked your Page grouped by Language. This is
based on the user’s default language setting on their Facebook account.
 For the year 2012 to date (March 2012), Verdance Nail Salon Page’s Likes mostly came from the
Page itself (22). There were also those who liked the Page through a mobile device (2), from their
Search Results (2), and from another Page who liked your Page (1).
New Likes – the total number of unique people who liked your Page during your selected
date range.
Unlikes – the total number of unique people who unliked your Page during your selected
date range.
Like Sources – lists the number of times your Page was liked grouped based on where the
Like happened during your selected date range. Sources could be any of the following :
New User Wizard – people who liked your Page in the New User Wizard upon
registration to Facebook
Admin Registration – people you added to your Page as admins
Admin Invite – people who liked your Page through an invite sent from an admin.

9. Project: Verdance 2012
On Page, News Feed or Ticker– people who liked your Page on the Page itself, or in a
News Feed or Ticker story
Ads and Sponsored Stories – people who liked your Page through an ad or Sponsored
Story directing to your Page. This does not include view through or click-through
Likes that occurred after people viewed the ad
Facebook Recommendation – people who liked your page from Facebook’s
“Recommended Pages”
Mobile – people who liked your Page from a mobile device
Third Party Applications – people who liked your Page via an application developed
by a third party
Page Likes Another Page – Pages that have liked your Page
Timeline Edit – people who added your Page to their Likes on their Timeline
Page Browser – people who liked your Page using Facebook’s Page browser
Like box or Like button – people who liked your Page from an external site using a
Facebook social plugin
Reach tab
The Reach tab gives you information about the people you reached with your posts. It
includes information on their demographics and location, and how you managed to reach
them.

10. Project: Verdance 2012
 For the year 2012 to date (March 2012), Verdance Nail Salon Page was able to reach 1,195 people in
the Philippines which are mostly composed of Female (62%) in the 25-34 age group (26%) followed
closely by the 18-24 age group (22%). 304 people came from Iloilo city, 183 from Makati, and 123
from Quezon City. Majority of these people uses English (US) (1,060).
Gender and Age - The percentage of people who saw any content about your Page
classified according to age groups and gender. This is based on the data provided by the
user in their Facebook profiles.
Countries – The number of people who saw any content about your Page grouped by
country. This is based on the user’s IP address.
Cities – The number of people who saw any content about your Page grouped by city. This
is also based on the user’s IP address.
Languages – The number of people who saw any content about your Page grouped by
Language. This is based on the user’s default language setting on their Facebook account.

11. Project: Verdance 2012
Reach graph shows how many people have seen any content from your Page and how they
were reached (through organic, paid, or viral channel). It provides information as to which
channel is most effective in reaching the audience.
a. Organic – the number of unique people – fans and non-fans who saw any content
about your Page in their News Feed, Ticker, or on your Page.
b. Paid – the number of people who saw an Ad or Sponsored Story that directed to
your Page.
c. Viral – the number of unique people who saw content from your Page from a story
published by a friend
Frequency graph shows the number of people who have seen content about your Page in
the specified period; grouped by the number of times they saw it during that time.
Data shown in the Reach and Frequency graphs can further be refined by selecting from the
drop down list to summarize data based on: all Page content, only your Posts, or content
about the Page generated by other users.

12. Project: Verdance 2012
Page Views – the number of times your Page was viewed on each day during the selected
date range.
Unique Visitors – the number of unique visitors on your Page on each day on the selected
date range.
Talking About This
The Talking About This tab helps you understand the people talking about your Page, and
the types of stories they are telling their friends about your business.

13. Project: Verdance 2012
 The screenshot above did not show any information because the data needs at least 30 people
engaging at the page before showing any information.
Gender and Age – the percentage of people who talked about your Page in the last 7days
grouped by age bracket and gender as of the last day of your selected date range.
Countries – The number of people who talked about your Page grouped by country, in the
last 7 days as of the last day of the selected date range. This is based on the user’s IP
address.
Languages - The number of people who talked about your Page grouped by country, in the
last 7 days as of the last day of the selected date range. This is based on the user’s IP
address.

14. Project: Verdance 2012
Talking About This–the number of unique people who have created a story about your
Page in the last 7 days, for each day during the selected date range.
Viral Reach – the number of unique people who saw a story posted by a friend about your
Page in the last 7 days, for each day during the selected date range.
The best way to get your audience to engage with your content and share it with their
friends is to understand what they care about and what interests them. Page Insights gives
you the data you need to gather consumer insights.
Page Insights must be monitored on a regular basis to track which types of posts catches
your audience’s interest and generated the most engagement so you can post more of this
type of content to your Page.

15. Project: Verdance 2012
Analysis of Existing Verdance Nail Salon Facebook Page
(inclusive of posts between August 2011 to March 2012)
1. Posts that has the most traffic and clicks are the following :
a. Spa Parties
i. Khristina’s Spa Party posted on 1/8/2012 – Special events such as
sparties increased the traffic of VNS’s Facebook page. A particular
reason could be because of the hype the attendees projected thus
creating an effective word-of-mouth type of promotion.
ii. Ruby Spa Party posted on 8/29/2011 – It is assumed that people look
into these albums because of the recommendation of their peers and
networks who attended the sparties. People noawadays tend to
research for reviews and feedbacks before making a purchase decision.
b. Discounts - Promotions, although very common, is still the best way to
attract customers. In the case of VNS, their sales promotions (discounts on
service rates) gained the most number of likes.
c. Vouchers – Group buying voucher posts gained a relevant reach, however it
didn’t gain as much as the discount posts. Group buying involves third party
companies compared to direct-to-store discounts, which could be the reason
why some clients veer away from such promotions. It is more of a hassle to
avail from group buying than availing in-store promos.
d. Services – It is very important to provide prospective clients on what to
expect with the services (fees, procedure).
e. Seasonal Promotions – links leading to these posts were only active for a
certain time. It is crucial to come up with a promotions strategy to sustain
sales during off-seasons.
2. Posts that include discount promotions offered by VNS and social commerce
companies (ex. Ensogo, DealsTent, and BigDeals) elicit the most “likes” from fans.
Engaging with social commercial companies through the offering of special
promotions (discount vouchers accompanied with brief product description and
link to the product page) can be an effective way to attract more customers,
especially those who fall inVNS’s target market.
Partnering with social commerce companies could provide VNS its much-needed
exposure that can be achieved though their online ads and promotions. The
networking partnership could lead to a wider reach and increased network of
potential customers.
3. Photo type of posts is more ‘liked’ by fans.

16. Project: Verdance 2012
VNS can continue posting photos related to its products and services to encourage
its customers to share their posts to their networks. Since they are offering services,
clients appreciate their posts more when the services are shown visually.
Moreover, it would look more professional and sophisticated if VNS had a dedicated
photo album on the Page that contains creative photographs of the salon’s services.
The details may be written with the photo.
4. As compared to its male fans, female fans are more engaging and interactive with the
VNS Page as they are seen to be more interested with VNS products and services. They
are also the ones who give more feedback.
Since majority of VNS’s fans are females, they can consider hosting girl-themed
events like bachelorette or baby shower parties. The invites can be tagged on the
VNS page, as well as the guests who attended the event. They can also post on the
page their party package offerings.
VNS can also offer a loyalty system for continued patronage of their products and
services by its clients. A member referral program can likewise be introduced to
encourage its clients to refer the salon or mention the services to their own
networks.
5. Positive feedback, testimonials, and reviews about the salon’s products and services
should be promoted on the VNS page.
A feedback wall should be simulated on the VNS page to show all reviews,
comments, and recommendations from clients. Blogs and tweets alike can be re-
posted to show the clients’ satisfaction for VNS’s services. However, it is important
that flamers and negative feedback shall be regulated as this can ruin the company
in an instant. A standard protocol and risk management plan should be followed to
ensure the wall stays clean and orderly.
6. All photos placed in the VNS page are women.
This could create a gender bias and prospective customers might think that their
services are exclusive to women. It is better if there would also be available
collaterals showing men enjoying the salon’s products and services so they would
be encouraged to try out the salon services and give recommendations to their own
network of friends.
7. Posts were very seldom and less engaging.
It was noticed that posts were very seldom and irregular. It is recommended that
VNS should implement a regular posting schedule to encourage interaction and
engagement from its clients, and their friends.VNS page should also create trivial
posts about its services to encourage trial and increase analytics.VNS should also

17. Project: Verdance 2012
create web posters of their promotions; this can make the promos more visible as
compared to simple status message.
8. No interaction display (likes, shares, comments) for VNS’s location post.
Providing the location details is integral in the promotion of the company. The small
map in VNS’s page might not be enough to inform prospective customers on how to
go to the salon. A larger scale map including directions from popular landmarks or
locations, with transportation details would be better. Road guide may be provided
for customers who would prefer taking public transportation to VNS.
9. Inquiries were promptly answered by VNS. However, it is noticeable that VNS does not
recognize or show their appreciation to customers who took time to give them reviews
and feedback.
Acknowledgement from VNS of everyone’s comments is necessary as this will show
that the company values its customers’ feedback. A little thank you can go a long
way in improving its relationships with customers. Likewise, this will show
prospective clients of VNS’s good relations with its clients and commitment to
keeping their clients happy. The tone of replies is very important, this is to avoid
misconception of certain comments. Criticism or negative feedbacks should be taken
positively and responses should not sound offensive.
10. There are posts by competitors on the page.
The management should delete such posts from competitors, even direct or indirect
because this could lead to switching of customers. VNS should set their setting in
way that they can scan posts that they are tagged in; only approved tags will appear
on the VNS page.
Posting 101: Guide to effective Posting/Content in Facebook
Facebook connects almost 800M people and their friends together that links people
with the things that they care about. Facebook are now utilized by companies for their company
and is considered as one factor that contributes to the growth of the company. By using social
technology that drives business growth, through facebook pages, there is a give and take
relationship between the company and the people where they learn from each other. With this,
companies should learn on what to publish in their content where people will want to engage
with and share with their friends. By understanding your fans and knowing what they care
about, the company should visit the Page Insights regularly to track which posts capture the
attention of your audience and generated engagement then post more of this type of content.
These are 10 easy steps to increase fans and engagement rate:

18. Project: Verdance 2012
1. Post succinct content
Keeping the post as short as 100 to 250 characters (less than 3 lines of text) would merit
about 60% more likes, comments and shares compared to more than 250 characters.
This is because of the limited time that fans have to read the content.
2. Post photos and videos
Pictures certainly capture the attention of the people. By using pictures/ videos to make
your message stand out, it would increase the engagement rate of the fans and the
company. Photo albums generate 180%, picture 120%, and video 100% engagement
rate than the average post.
3. Post regularly
Being top of mind in branding is as important as being the top of mind in social media.
There is a direct relationship between engagement and top of mind. Posting regularly
doesn’t mean every day, but on a usual basis depending on the target market of the
company.
4. Ask for your fans’ opinion
Engaging with your fans would not be easier than asking questions and having a normal
conversation. Their answers and the conversation should serve as a research for the
company and gather feedback about your products/service.
5. Ask questions using our Questions product
With the Questions product, you can ask your fans for ideas and feedback about how to
improve the business. Fans can agree with an existing answer with a single click, or add
a different response. This is an easy way to gather insights. This is more of a survey type.
6. Try posting “fill in the blank” posts
Asking the fans to finish a sentence would be an easy way to engage with the fans. This
would be very much useful if the company wants to talk about specific attributes of the
product. This merits about 90% more engagement than the average post.

19. Project: Verdance 2012
7. Give your fans access to exclusive information
Letting you fans feel like a VIP is very important because they believe that they have an
advantage over other people. Letting them know first as a reward for liking the page
would certainly boost the page.
8. Reward your fans with deals and perks
Using your page as a venue for promotions would not be enough, giving away deals that
are tailored made to fans could increase engagement and awareness.
9. Be timely
Timing is essential to your page. Talking about topics that are already trending such as
current events, holidays or news would surely increase engagement rate. Posts
mentioning Independence Day on July 4th generated about 90% more engagement than
all posts published on that day.
10. Localize your posts if they’re only relevant to a specific audience
Knowing the right target audience is very essential. By using the geo-targeting feature to make
sure that only the people who would find your post valuable will see it.