Publick House 23 is a local restaurant & bar in Pleasant Valley, NY that has been in business since 2008. They serve unique food items, have a full bar, offer live music and events monthly, and have very little market competition in their geographic location.
Publick House came to us looking to enhance their social media presence. They already had profiles on the major social media players, Facebook and Instagram, with a generous fan following. Their content consisted of posts related to daily specials and upcoming events. They had very little results in terms of engagement but did show promise with a dedicated fan following.
Their goal was to increase the engagement of their following so that they could drive brand awareness organically, increase customer recidivism, and increase brand value through customer advocacy.
Our solutions, although relatively simple, required an intense effort in content development, consumer interaction, and strategy. The client was unable to dedicate adequate time to their social media efforts and needed heavy assistance from us. We decided the best way to meet their goals was to increase the amount of content delivered, deliver content at a regular interval, and to create a strategy that dedicated the type of content offered to the platform it was delivered.
Our efforts on Facebook included a mixture of static image posts that offered graphic additions to plain text information, videos of performers and live events, pictures of staff, specials notifications, contests, and more. We conducted an interior photo shoot to obtain elements for graphic posts, attended many events to capture videos and photos, and posted live feeds during performances and announcements.
Instagram, the least utilized of their platforms, had almost no posts during the previous ten months. We took this platform and instituted a visual content strategy that aligned the brand’s efforts to create new customer experiences, like new drink menus and specials, with graphic elements that would appeal to their audience. Additionally, we regularly captured live elements to post to the company’s Instagram Story and to showcase what was happening at any given time.
After implementing our efforts beginning on October 10, 2017, and ending on January 31, 2018, we captured campaign results that showcased a tremendous increase in content delivery, Facebook impressions, fan engagement, and fan following. We have compared those results to that of the company’s 10 prior months to our intervention.
We increased the brand’s Facebook Fan-base by 7.2% from 2,356 to 2,526. In the previous 10 months, the company secured a net increase of 102 fans. During our time we increased the fan growth by 169.
We delivered 116 posts during our campaign. This was tremendously higher than the 60 posts delivered during the previous 10 months. Our posts consisted of 74 photos, 9 videos, and 33 posts/photo combinations.
Facebook impressions are the number of times content is delivered. Reach is the number of people who saw it. In comparison to the previous 10 months, we dramatically increased impressions and reach. This helps prove that the content delivered was appropriate for the audience and engaging. Viral impressions are a direct result of fan engagement. Organic impressions are a result of the Facebook algorithm identifying the content as interesting enough to show to page followers. Our daily reach increased significantly meaning content was seen by more people than ever before.
Engagement is the result of fan reactions (likes, loves, haha, etc.), comments, and shares. Not only does engagement signify content efficacy but it also shows the level in which fans found content to be relevant enough to share with their followers. The higher the engagement the greater the reach.
We received 3,571 to engagements during our campaign. A strong increase from the 848 during the previous 10 months. Our content received tremendous amounts of reactions from fans, started conversations in the form of comments, and was shareable helping to increase the brand’s awareness amongst their fans’ social networks.
We were able to increase the number of link clicks on the brand’s content, either driving conversion to their website, Facebook events, or other areas in which we embedded links to more information. We obtained 169 link clicks during our campaign compared to 2 during the previous 10 months.
Our Instagram efforts were very well paid off. Since the brand had little to no activity during the previous 10 months, all of our efforts increased exponentially.
Instagram Followers Gained – 91
Media Published – 122
Total Engagements – 4,561 (4,400 likes/161 comments)
Engagements per Follower – 7.8
Engagements per Media – 37.39
Most Used Hashtags: #pleasantvalley #hvlocal #845 #hudsonvalley #publickhouse23 #hudsonvalleyhappenings #publickhouse #pleasantvalleyliving #bar #hudsonvalleyeats
Most Popular Hashtags: #hvlocal #pleasantvalleyliving #hudsonvalley #pleasantvalley #845 #hudsonvalleyliving #poughkeepsieny #publickhouse #pub #publickhouse23
I wish I could select something higher than 5 stars, because that is what Tipsy Social deserves! I needed an overhaul for my social media and my website. Andrew went above and beyond for my social media accounts, driving up my sales with his unique ideas and fun contests that engages my customers. His photographs are stunning and there is always a witty charm that goes with it! I could not be happier with my new website that he created. It’s easy to navigate through and he did exactly what I asked for and more. His ideas were awesome. Now, for the best thing of all. Andrew’s response time is unbelievable. When I ask him for something (which is a lot) it’s done within seconds, literally seconds. I can’t believe that I waited this long to choose Tipsy Social as marketing media guru! 100% FANTASTIC.
– Dana Collins, President