CRM Subscribers

As of February, our total contacts stand at 3,943, flat MoM. Email signatures drove 44% of new sign-ups, compared to 38% in February. New subscribers also came from social efforts (16%), which was about flat with January (17%). As we optimize content and outreach, we can analyze what is driving subscriber engagement through these channels.

Engagement continues to outperform industry benchmarks (MailChimp December 2023). In February, the open rate stood at 49.4%, more than double the industry average of 22%. 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 February, “Pixel Perfect” was the top performer with 285 page views.

The posts with the most views in February were the same MoM, each generating 1K+ views globally in February alone

Looking at all-time performance as opposed to just February, “The Future of Experiential Marketing” has the most views of any post with 62K, followed by two SEO-related posts.

Site Traffic

Site traffic decreased by 1.5% from January to February. Despite this, the number of new users grew by 2.3% month-over-month, reaching 9,859. The overall engagement rate, percentage of engaged sessions on the website, is down by 13%. 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".

The slight decline in traffic and change in engagement rate can be linked to recent URL changes. These changes have triggered a re-indexing process by search engines, which can take approximately a month to complete. During this re-indexing period, Google must index the new pages and page structures before organic traffic can return to normal levels.

Instagram social performance

Key metrics - all % changes are MoM

  • Impressions: 34,083 (+6%)

  • Engagements: 851 (-3.8%)

  • Link in bio clicks: 191 (-20.4%)

  • Followers: 25,142 (+0.8%)

  • Net Follower Growth: 189 (+11.2%)

  • 124 Posts: 13 Carousels, 10 Videos, 101 Photos

  • Top Performing Post (by engagements): Field Lisa Frankenstein HERE saw 258 engagements (likes/comments/saves).

  • Lowest Performing Post (by engagements): Tech Takeover HERE saw 16 engagements (likes)

  • Knowledge Sign ups: 14 (-50%)

Takeaways

  • In February, we didn’t have as much content with strong, recognizable IP, leading to lower engagements. However, our followers and net follower growth continue to increase MoM. We will reach out to teams across all departments to ensure we receive a steady flow of recognizable content to increase engagements.

  • Top 3 posts were all popular movies/characters: Lisa Frankenstein, Mrs. Doubtfire (Touring) and Barbara De Regil (8m reach). Bottom 3 posts were all Tech Takeover posts. We'll decrease posting content that is heavily focused on AI/Tech, as the audience does not engage. If we do post about AI/Tech only, try out posting Reels with less text overlay and explore the possibility to pull Creative in to make assets.

Facebook social performance

Key metrics - all % changes are MoM

  • Impressions: 5,369 (-33.6%)

  • Engagements: 188 (+28.8%)

  • Followers: 26,154 (+1%)

  • Net Follower Growth: -8 (-166.7%)

  • 7 Posts: 1 Video, 6 Photos

  • Top Performing Post: Field activation Lisa Frankenstein

  • Lowest Performing Post: Social & Creative Film.io Sundance

Takeaways

  • Facebook continues to be our lowest performing platform for all metrics, even though it’s our 2nd most followed platform (after LinkedIn). Net Followers have been in the negative since November 1st . We'll continue monitoring the platform.

LinkedIn social performance

Key metrics - all % changes are MoM

  • Impressions: 27,487 (-30.6%)

  • Engagements: 1,669 (-42.1%)

  • Followers: 37,198 (+1.1%)

  • Net Follower Growth: 457 (-8.6%)

  • Top Performing Posts - Field Lisa Frankenstein HERE - 479 engagements (likes/image clicks)

  • 21 Posts: 14 Photos, 6 Links, 1 Video

  • Tech Takeover Knowledge Post HERE - 11 engagements (likes/shares/link clicks)

  • Knowledge Sign ups: 6 (+100%)

Takeaways

  • In February, we didn’t have as much content with strong, recognizable IP, leading to lower impressions and engagements. However, our followers continue to increase, as well as losing 0 followers. We'll continue to reach out to teams across all departments to ensure we receive a steady flow of recognizable content to increase engagements.

  • For the first time, an ICYMI post was in the top 3 performing posts.
    The last month, we have adjusted what topics we are putting in the ICYMI’s to be trendier and quickly recognized, as well as not including the initial ICYMI slide. For this top post the first three slides were: Universal Studios pulling their music from TikTok, Hulu cracking down on password sharing, and Suits beating The Office for most watched show.

  • Bottom 3 posts were all Knowledge articles. For March and going forward, we will no longer post Knowledge articles on LinkedIn and only post ICYMI’s. Instead, we will test out posting these to Telegram only.

Full Report

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