Topics: Testing, Social Media, Video, Week in Review, Podcast

Judge Cat

Week in Review - Episode 2

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CAROLINE ALEXANDER: Hey, y'all. Welcome to The Prosper Group Week in Review. I'm Caroline Alexander.

DAN HUBER: And I'm Dan Huber. Today we aren't going to waste any time, so let's get started.

CAROLINE ALEXANDER: Let's do it. In last week's episode, we talked about this being a test. I'm a little nervous, how did we do?

DAN HUBER: Well, the good news is we haven't been canceled. Which shouldn't be too hard.

We had the pilot episode, and I like to talk about testing and measuring. We talked a little bit about it being a test. So, I'm going to share my screen real quick.

We had a pretty good week on social media, particularly for our content marketing. Looking specifically at Facebook, Twitter, LinkedIn, and YouTube, for the week ending the 17th, our impressions were up 2,422, and our engagements were up almost 2,000 percent.

So, a pretty good week all in all. There were two drivers to that. One of them, hopefully, doesn't come as a surprise, which is the video that we're talking about right now. We're doing the second installment of (now).

But, the first one we talked a little bit about last week—the cat judge video. We put together this visualization and pushed it out there. So the interesting thing about this, it was a bit of a test in and of itself.

We do social listening for The Prosper Group and gives us the ability to do a little research on what's going on. Particularly with viral opportunities that make something pretty interesting pretty fast.

(Transcript continues below)

We got a total of 30,851 impressions on Twitter for the content we generated with 859 engagements. We tried a couple of things. What I think is most interesting about this is that this is a one-off tactic that is relevant now-but may not always be relevant, in the sense that the target audience for this (video) somewhat overlaps who our target audience.

When you look at it, it's just kind of an engaging thing. We were able to catch it right as it was picking up, but we did a couple of things to make it work for us. The tweet we sent out was a quote of the original tweet by Judge Roy Ferguson.

That helped us out a lot because the Judge responded to it, and then from there, we reposted to top-performing tweets of the video. Several media channels were sharing it and we just kind of piggybacked on that.

It warrants some future testing, but probably not something that everybody's going to benefit from. But something we might try doing again at some point. So, that was interesting.

The other big driver, as I said, was the (Week in Review) video we posted last week. Really, there were a lot of positive things that we saw come out of that (video). We posted across four channels Facebook, Twitter, YouTube, and LinkedIn.

On Facebook specifically, research says video gets much more engagement - it's prioritized by the Facebook algorithm. We saw positive results from that, with a 104 percent increase. So, 204 percent of an average post that we've gotten over the year, from a reach standpoint.

As we looked across the video, on those four social platforms, the total engagement was 11.4 percent, with a total of 383 views of the video. Don't mistake that for 383 full views.

Most of the social platforms count (a view) as three seconds. We had Caroline's mom, my wife, my kids… So, we probably got pretty close to the ten that we were looking for last week. That's a win.

CAROLINE ALEXANDER: I'm okay with that.

DAN HUBER: You're okay with that? Did your mom watch?

CAROLINE ALEXANDER: You know, I don't know if I even got the view from my mom.

DAN HUBER: We might have gotten my mom. I wouldn't be shocked.

CAROLINE ALEXANDER: Maybe this one, maybe this week.

DAN HUBER: Yeah, and we're going to keep it shorter - that was one of our notes.  We really went long. Particularly for LinkedIn and Twitter, we exceeded the maximum of really what we wanted to do.

So we had to look at cutting that up. But the flip side of that is, if you have a long video, you can edit it. Cut it into chunks and post it over time. That creates value too. But probably not appropriate in this use case.

And the other thing is, I'm going to test creating landing pages. I actually went back and did one for the video last week. I pulled down the closed captioning, cleaned it up a little bit, and created a landing page so that we can drive people to that page.

CAROLINE ALEXANDER: Great, well, I think that's some great content, definitely. So what do you think is coming up next week?

DAN HUBER: For PG, that's a good question. It's going to be a quieter week. We don't have as many holidays, but hopefully, we'll thaw out a little less snow. I don't know about you, but I think I have about a foot and a half sitting in my yard right now.


DAN HUBER: I can do without that. I think our theme for next week is going to be a bit of a surprise, but we're going to keep talking about text messaging. We pushed back some content to next week to get it right and get it out. We're going to continue recognizing our team, and we're going to keep testing.

That's the plan.

CAROLINE ALEXANDER: Well, I'm looking forward to it. That's all for today. If you think you'd like to see more and think this is encouraging and enjoy this, please leave us a comment.

Let us know your thoughts, and we'll see you next week!


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The Prosper Group is an internationally-recognized, award-winning digital marketing agency headquartered in Indianapolis. The firm specializes in online media, strategy, and fundraising for Republican political candidates, advocacy organizations, associations, and non-profits. The Prosper Group's best-in-industry work has been recognized for awards dozens of times by prestigious organizations such as the American Association of Political Consultants and Campaigns & Elections.

The firm has worked in tandem with Trump for President 2016, Vice President Mike Pence, Senator Ted Cruz, Congresswoman Elise Stefanik, Congressman John Katko, the National Association of Manufacturers, Fox News, and many other candidates and organizations.

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