Introduction
The following report will analyze the behavior of our community in RRSS, the performance of our website and SEO implementation during the months of March and April, in order to take actions in the future as well as having an overview. The tools used to obtain the data were: Facebook Analytics, Google Analytics and Analytics.
Executive Summary | Web
Findings:
We went from 52 thousand visits to only 12.846 in the month; in general, the low performance of the site answers to the business changes in times of global crisis.
The traffic decreased by 75,4%, this due to the lack of paid advertisement that generates traffic to the site; it must be taken into account that last month, paid search generated 35% of the traffic, and Display the 34,6%, being the main source of visits.
Organic search generated 55,94% of the traffic of the month.
The loading time of the website increased by almost 3%.
The most visited sites are home and request your credit.
There is a good performance in the bounce rate, pages by session and how long users stay in it.
Recommendations:
It is recommended to focus paid media investment in remarketing to new users who browsed the site but did not fill out the form, to take advantage of the data of users that showed interest.
Reinforce the website with SEO optimizations and content generation stored in a WordPress blog to increase the traffic towards the web during the conjuncture.
Implement an organic traffic keyword cloud in the web back-end to improve positioning (SEO)
Priority in the digital strategy must be given to the responsive optimizations, since most of the traffic continues to arrive via mobile.
Executive Summary | Contents
Findings:
Engagement remains relatively stable in march-april compared the previous month, at 8,5%.
The contents that generated most relevance were those that included real photographs and took into account the awareness around the COVID-19 topic.
The posts that generate a good engagement rate are the ones that promote interactionL
The community growth was of 374 new followers.
Only two types of formats were viewed, image and video, videos generated good interaction.
Recommendations:
It is recommended that posts are made where the users can interact with the brand.
It is important to give users information about the measures taken during the contingency.
It is recommended using educational themes for the contingency, some of them can be about how to use the app to not leave the house.
The best post days are Thursday, Friday and Monday, so they will be considered in the grid of the month.
Using different formats than static and video to test which can generate more engagement.
Executive Summary | SAC
Findings:
The negative comments on posts are focused on technical problems of the app.
The positive and congratulatory comments are focused on the aids and contests that BETO does to benefit its users.
From Thursday 16 to Thursday 23, 184 comments were received on posts. The 16th of this month was when the management of the SAC of BETO began.
Recommendations:
It is suggested to create a protocol prior to launching updates and campaigns in order to timely answer the comments of the users at the moment of starting the campaign.
It is suggested to create content to answer the most frequent questions of the users- example: contingency management from BETO.
The implementation of Chatbot is recommended.
Analytics
CONCLUSIONS
Findings:
52 thousand visits to only 12.846 in the month; in general, the low performance of the site answers to the business changes in times of global crisis.
The traffic decreased by 75,4%, this due to the lack of paid advertisement that generates traffic to the site; it must be taken into account that last month, paid search generated 35% of the traffic, and Display the 34,6%, being the main source of visits.
Organic search generated 57% of the traffic of the month.
The loading time of the website increased by almost 3%.
There is a good performance in the bounce rate, pages by session and how long users stay in it.
Recommendations:
It is recommended to focus paid media investment in remarketing to new users who browsed the site but did not fill out the form, to take advantage of the data of users that showed interest.
Reinforce the website with SEO optimizations and content generation stored in a WordPress blog to increase the traffic towards the web during the conjuncture.
Implement an organic traffic keyword cloud in the web back-end to improve positioning (SEO)
Priority in the digital strategy must be given to the responsive optimizations, since most of the traffic continues to arrive via mobile.
WEB IMPLEMENTATION SUMMARY
During the web implementations phase the following actions were performed:
BETO shop update
HTML templates | BETO
Landing developments | BETO Visa (In stand by)
Loyalty chart adjustments
Devops regulation dropdown settings
Pop up production (without leaving home)
Parameter analysis
SEO
Being Google the main source of organic traffic to the web, it is necessary to implement a keyword cloud in the back-end to improve positioning.
In general terms, there is a good performance in the behavior of the bounce rate, pages by sessions and average sessions duration metrics, which should be maintained even if the traffic to the web increases.
There is an opportunity of increasing the traffic towards the web through social media such as Facebook and Instagram through posts and featured stories with direct links to service requests or informative blog entries.
The brand related social media statement must be performed to improve the positioning in search engines and capitalize on social media audience
Conclusions and recommendations
It is evidenced in the featured posts that the most valued subject by users is that related with the COVID-19 contingency and the communication oriented towards the people’s morale. Therefore, the conjuncture will be important for creating the present post grid.
The post with best results highlights that the users are highly valuing the interest of the brand of supporting the most vulnerable industries
It is proposed to make this type of post contextualized in the need of the current conjuncture.
A type of content that generated good results was the interactive format that motivated users to generate comments and conversations. Therefore, it is recommended that this type of posts referring to how to be at home or how you feel today continue to be made in the grid.
The users positively value the posts that include photographs or images of real people from the country. It is recommended to continue implementing these images for the creation of arts.
It is evidenced that there are two important time ranges with better engagement, the first range varies from 4:00 pm until 8:00 pm, and the second range varies between 11:30 am to 12:00 pm. Therefore, these two time ranges must be taken into account when making the post.
The best post days are Thursday, Friday and Monday, Therefore they will be considered in the month grid.
From the 13 posts performed this month, eleven are static images and two are videos. It must be taken into account that only two types of formats were created which is why it is recommended to look for other more dynamic formats. Videos have a very good engagement rate, in fact one of them is in the top three posts, the posts with this type of format should be increased
Conjunctural campaign
During this quarantine period it is proposed to make content that is linked to the contingency, in such a way that they answer and solve the needs of the user without this having a direct correlation with the products or services.
Given the current circumstances, we find that the population has increased the consumption of digital content being this the perfect opportunity to achieve positioning and top of mind, this content must give priority to the customer interacting directly with the brand and make them feel their support.
It is recommended to implement under the following items the themes to create posts:
#BetoEnCasa
#BetoEstáContigo
#DiviérteteEnCasa
How to manage finances during times of crisis through tips and advice.
Tips to relax
Program activities for the day.
Games and challenges.
Commemorations for the trades that are important during the contingency.
Support to most vulnerable industries.
CONCLUSIONS
The content that was published during the months of march and and april was mainly related with actions and recommendations in the COVID-19 conjuncture.
For this month the main format for the content grid was the static image, it is evidenced that the pieces with real images have very good answers from the users and therefore it must be taken into account.
During March we found an important increase in the reach and interaction by the users. Interactions increased 124,3% , while reach had an increase rate of 136,9%.
The management that the brand has shown before COVID-19 has generated a positive engagement in the post of the brand, recognizing the activity of BETO as fundamental for society.
