CRM Subscribers

As of April, our total contacts stand at 4,022, +1.5% MoM. Email signatures drove 89% of the 53 new sign-ups, compared to 79% of 47 in March. New subscribers from social media efforts decreased to 11% this month from 19% in April. In line with our previous social learnings, we have decreased content focusing on newsletter sign ups. Engagement continues to outperform industry benchmarks (MailChimp December 2023). In April, the open rate stood at 49%, more than double the industry average of 22% and flat MoM. The click-through rate also compares favorably at 2.2%, 10% above the 2% benchmark. The performance is consistent with previous months.

Knowledge Content

Of knowledge posts that were published in April, “5 Trends Transforming Brand Experiences in 2024” was the top performer with 11,140 page views with most of the traffic coming from Search engines (7,368) and direct (1,068)

The post with the most views in April is “5 Trends Transforming Brand Experiences in 2024” with 11k+ views

Looking at performance since January 2023 as opposed to only April 2024, “5 Trends Transforming Brand Experiences in 2024” still dominates with 11k+ views

Site Traffic

Site traffic increased by 5.4% from March to April. Additionally, the number of new users grew by 2.1% month-over-month, reaching 11,767. The overall engagement rate, percentage of engaged sessions on the website, is up by 5%. We define engaged sessions as "a session that lasts longer than 10 seconds, has a conversion event, or has at least 2 pageviews or screenviews". One reason for the increase in traffic and engagement was the popularity of the knowledge post “5 Trends Transforming Brand Experiences.” attracting 11,000 views in a single month, with the majority of the coming from search engines.

Instagram Social performance

Key metrics - all % changes are MoM

  • Impressions: 19,561 (-41%)

  • Engagements: 929 (-11%)

  • Engagement rate: 4.7% (+51.6%)

  • Link in bio clicks: 151 (-13%)

  • Followers: 25,608 (+0.7%)

  • Net Follower Growth: 183 (+15%)

  • 57 posts (-46%): 7 Carousels, 9 Videos, 41 Photos

  • Top Performing Post (by engagements): One World Observatory 156 engagements (likes/comments/shares/saves)

  • Lowest Performing Post (by engagements): ICYMI May 1st 42 engagements (likes/saves)

  • Knowledge Sign-ups: 3 (0%)

Takeaways

  • Impressions decreased by 41% as we posted 46% less this month, thus leading to fewer users seeing our content. However, the users that did see our content engaged heavily at a 4.7% engagement rate, which is a 51% increase from last month. Will increase posts in June to boost metrics.

  • Top posts continue to be easily recognizable IP, our most engaged with post featured beautiful, eye-catching creative showcasing our team’s work for One World Observatory, which is at the top of the iconic Freedom Tower/One World Trade Center.

  • Our two lowest performing posts were ICYMI’s. Our audience continues to show the least engagement with these posts MoM.

Facebook social performance

Key metrics - all % changes are MoM

  • Impressions: 6,910 -6%

  • Engagements: 167 -42.8%

  • Followers: 26,111 -0.1%

  • Net Follower Growth: -25 -25%

  • 13 Posts: 13 Photos

  • Top Performing Post (by engagement): Field and Social Kung Fu Panda, 35 engagements (likes/comments/image clicks)

  • Lowest Performing Post (by engagement): National Stress Awareness Month, 2 engagements (image clicks)

Takeaways

  • Facebook continues to be our lowest performing platform MoM, with all metrics this month in the red. Most notably engagements decreased by 42% and net follower growth by 25%. Net followers have been in the negative since November 1st. Our Facebook audience continues to not be engaged in our content, and users unfollow the page more than new users follow. We will keep posting to keep a Facebook presence, however we’re monitoring to see if net followers continue to decrease.

LinkedIn social performance

Key metrics - all % changes are MoM

  • Impressions: 36,536 +21%

  • Engagements: 4,357 +86.9%

  • Engagement rate: 11.9% +54.5%

  • Image Clicks: 3,807 +94%

  • Followers: 38,069 +1.2%

  • Net Follower Growth: 511 +19.4%

  • 19 Posts: 17 Photos, 2 Links

  • Top Performing Post - Experiential London South Park, 1,352 engagements (likes/comments/shares/image clicks)

  • Lowest Performing Posts (by engagements): Knowledge Women in Gaming, 14 engagements (likes/link clicks)

  • Knowledge Sign ups: 2 +100%

Takeaways

  • LinkedIn had a great surge this month, with all metrics in the green. Most notably, engagements increased by 86%, image clicks by 94%, and engagement rate per impression by 54%.

  • Top posts were a mix of recognizable IP and a shoutout to our Dublin team winning at the APMC’s. As we have a lot of staff following our page, they are more inclined to engage with these kinds of posts on LinkedIn.

  • We had 2 Knowledge sign ups from our ICYMI’s, compared to 0 last month. Like Instagram, we have less content focusing on newsletter sign-ups, only the bi-weekly ICYMI.

Telegram social performance

We launched Telegram in April to post only Knowledge articles and ICYMI’s, prompting followers to sign up for the newsletter. We promoted it by posting across all platforms, Instagram Feed and Stories, LinkedIn, and Facebook, prompting users to follow the page, with link to telegram in bio/caption. We have only gained 10 followers to the page, will monitor over the next quarter to see if followers increase.

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