DOUBLING SOCIAL METRICS at MONARCH
SOCIAL | Monarch Tractor | 2022-2023
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Social Media Management | Sandya Kola
Social Assets & Ideation | Stavro Victor
SKYROCKETING SOCIAL GROWTH
When I joined Monarch Tractor in January of 2021, one of the first things I was tasked with was managing the company’s social media channels.
Social media is one of the most powerful tools for any marketer. It’s the first place people go when they want to learn about your company, it’s an important touchpoint for customer interface and engagement, and it’s a chance to tell your brand’s story. But to wield a powerful tool you need a powerful strategy. By pairing analytical reporting with trendy content creation, I was able to exceed social performance goals, resulting in skyrocketing audience and brand growth.
CREATING KILLER CONTENT
Social content that makes you want to scroll, click, love all day long.
I approach all my work with the heart of a creative and the mind of an analyst. Content innovations are only as good as the numbers that support them. Here’s how I paired analytics and creative strategy to build Monarch Tractor’s social media platform…
APPROACH
benchmarks
Set monthly benchmarks based on the rationale of historical performance, business objectives, and bandwidth & resources.
HISTORICAL PERFORMANCE
This provides a framework for setting a level of achievability. It also ensures that benchmarks are always increasing, so performance is constantly improving and moving forward.BUSINESS OBJECTIVES
This helps assess which metrics require more aggressive goals to meet business objectives. It also keeps benchmarks dynamic, prioritizing and de-prioritized against the company’s larger goals.BANDWIDTH & RESOURCES
An increase in resources and bandwidth creates an opportunity for more growth and aggressive benchmarks. Transitions and new hires inform whether benchmarks need to be adjusted accordingly.
optimization
Developed Monarch Tractor’s social reporting and optimization process from the ground up. Constant iterative content optimization included monthly reporting on A/B testing campaigns and message penetration analysis in order to understand which of the company’s value propositions most resonated with its audience. This created a strong feedback loop between reporting and content creation.
ORGANIZATION
Organization is an integral part of my work DNA. Organizing Monarch Tractor’s content calendar system was key to increasing productivity, creating a historical database of content, and better content performance.
I built a detailed content hub on Coda — a singular place for a multi-platform content calendar, copy drafts, project timelines, reporting, content resources, campaign tracking, and more.
Want to get a sense of what exactly being detail-oriented means to me? The calendar was even linked to separate “operations calendars”. This was meant to create visibility around what operations were happening on vineyards, orchards, berries, and dairy farms (Monarch’s target ag markets) at any given time in the year to ensure that the company’s social content was relevant to the current everyday work of American farmers.
MY IMPACT AFTER 1.5 YRS
*LINKEDIN = +132%
aUDIENCE GROWTH
+77%
ENGAGEMENT
+83%
+1,257
CLICKS TO WEBSITE from social
A flair for viral content that even competitors love
As the great Irish writer, Oscar Wilde once said, “imitation is the sincerest form of flattery”. Even Monarch’s competitors couldn’t resist enjoying some of our new, great content.
Take a look at this social post I worked on with my colleague, Stavro Victor back in the summer of 2022. In an effort to bring a more approachable face to the company, we created a TikTok-esque video highlighting our summer interns. Shortly after, $100 billion OEM, John Deere jumped on the same train 😉