Recently, on the weekend of 10th December, we had launched our first campaigning project related to Loremo. Before continuing, I think it’s very important to understand the context of the word “launch” here. The correct term here would have really been soft-launch.
By launching, what we certainly don’t mean is a full-fledged launch, where the product goes live, people sign-on to become active users, we work out ways to get media attention, we have a launch party, and some of the other shenanigans one might think of when the word “launch” is used.
In our case, it is more appropriate to consider launch as a dip-stick test. A small experiment to stir up a bit of curiosity amongst our first, second and hopefully third order contacts on Facebook. To sum up, here are some of the things we wished to understand with our soft launch activity —
- What’s the typical rate of acceleration of having the word spread within a captive audience comprising of our first, second and third order contacts on Facebook.
- Gather feedback – even though the information we released was very limited, we wanted to see what kind of questions people have. And also, what is their takeaway from the basic information made available.
- Understand Facbook as a marketing platform.
- Set up an information channel for dissemination of news related to the product.
- Monitoring the kind of activity around the posts that we release on Facebook.
This blog entry is just to provide a snapshot of the data points that we’ve captured till now, after almost a week of having done the soft-launch. At this point we have neither made an earnest attempt to extract the correlation between the data and objectives above, nor have we really gotten as much data that would make an analysis worthy. As of now, the information collated by the Facebook servers are done so on a week-to-week basis. So what we have here to share is primarily data from until 11th December.
These are the latest figures for just the likes – 119 likes.
The following chart has three line curves, which between them capture the number of people we can reach with the posts we make. As you can see, just in 2-3 days of the soft-launch, our reach has seen a pretty good growth.
The number of people we reached out to
This is considering the fact that we started the exercise around 9th – 10th December. At this point, we had about 60 likes.
The kind of reach our posts had
What the multi-line graph generally relates to is – how many people saw a post related to Loremo in the Facebook feed.
Organic refers to the unique people reached. Our organic reach stood at 14.
Paid is something we haven’t done. And it refers to the impressions served to unique individuals.
Viral is the number of unique people who got to see a post about Loremo because someone amongst our contacts broadcasted it through “Like” or “Commenting”. Our viral reach stood at 1123.
In Total, we had a reach to about 1185 people. This reflects the fact that even with the moderate penetration, we had established a good viral channel.
The Bar Chart on the right refers to the number of times we’ve managed to reach a certain number of people through content generated on our page. So basically, the tallest bar states that we were able to reach 653 people only 1 time. The smallest one reflects that we were able to reach 13 people on more than 21 occasions. We shouldn’t read much into this at this point, since it reflects the very early stage of our campaign.
The trend around “Likes”
The following curve shows at what pace have people generally taken to our calls for liking the product through the Facebook “Like” mechanism.
Where all did our page get "liked" from
While it might be a bit disturbing to see 3 unlikes, but please don’t worry. That was on the 9th, and in all likelihood indicate the unlikes we did as part of development activity. What is interesting to note is that until this time, we had only attracted all the traffic through the Facebook page. So this reflects the posts made on Facebook by Soumya, Sajin and Thanneer about the product. We were yet to reach out to our contacts through mail on a personal level. That started from the next day with Anirban sending out the first mail to his group of contacts.
The demographic distribution of the "Likes"
This chart highlights the demographic distribution of the likes. Unfortunately, until now our product seems to be attracting mostly males, whereas, shopping as an activity has been known to be a favourite activity for women. However, what this distribution illustrates is that we being 4 guys, have a rather male dominated contact group. More than a reflection upon the bias in the proposition of Loremo as a product to either gender, this graph is a reflection upon the gender bias present amongst our contacts.
Point to note – ask some female friends to promote the product on our behalf.
The country-wise distribution is pretty much along expected lines. Though I’m quite surprised to see Nepal and Netherlands featured there. Going forward, it would be interesting to note how the growth in other relevant countries, like Singapore, UK, and UAE pan out. These are afterall, potential foreign destinations for Loremo as a product.
Point to note – as expected our greatest reach has been to people in the age group of 25-34. While this might help us in doing audience segmentation from the product’s value proposition perspective, but at this point, it is very early to do so. This gender distribution also in reality reflects the age distribution of our first-order personal contacts.
The coming weeks will help us better understand this distribution from a more neutral standpoint.
How many people are talking about us?
The following curve reflects the number of people who have re-broadcast a story originating from our page. Please remember that the number reflected per day is a cumulative count, where the numbers of first day are added to the second, and so on.
How many talked about our product
I would also like to clarify, that almost all of the case of people talking about us refer to the action of someone “Liking” our story. On the right side, our viral reach through stories stands at 1123 people (as explained before). These curves again reflect the number and nature of contacts we’ve reached so far. These are people who know us well, and generally would make a quick “Like” to give us a broadcast boost, but the curiosity on the next level of non-personal contacts is what we need to keep an eye out for.
The gender and age distribution of people talking about Loremo is as follows -
Demographic distribution of people talking about LoReMo
This pretty much reflects the distributions related to reach, but we can see that the males are talking somewhat more about our product.
This is a very limited snapshot of our Facebook campaign so far. However, it is interesting to note the numbers related to reach, because at this point that is what makes a whole of sense to our cause. Some of the metrics around the “viral” activity surrounding the product should be taken with a pinch of salt, because, most of the people who have participated are our first-order contacts, and have most likely done so more out of a personal bias.
The most interesting data set will be for the week of January 1st to 8th. Because by that time we would have truly exhausted all activity related to “personal” biases. Most of the activity at that point will generally reflect how “effectively” we have managed to “engage” people to our “engagement program”.
The following curve reflects the kind of traffic we have been attracting to the product website www.loremoapp.com. The data reflects visit up till 13th December. As expected, most of the visits are concentrated around the weekend time when we reached out to our contacts on mails.
Number of hits on our site
The spikes on Sunday, Tuesday and Wednesday are symbolic of the mails sent out to our contacts. This generated the traffic to the website, and translated into a surge of Facebook likes (which aren’t captured on Facebook’s analytics yet).