Scholarly article on topic 'Social media marketing strategy of Yerevan brandy company'

Social media marketing strategy of Yerevan brandy company Academic research paper on "Media and communications"

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{"Brandy company" / "Daily data" / "Monthly data" / "Quarterly data" / "Ararat Brandy website"}

Abstract of research paper on Media and communications, author of scientific article — S.A. Movsisyan

Abstract This is quantitative and qualitative study based on secondary data. The secondary data includes daily, monthly, quarterly data of Yerevan Brandy company's social media websites and annual data of Facebook, LinkedIn, Instagram, Twitter, YouTube companies. The data was obtained from Alexa, Wolframalpha, Similarweb, Socialbakers, Quintly, Fanpage Karma, Facebook, LinkedIn, Instagram, Twitter, YouTube. The research paper consists of six parts: Introduction, Objectives and Methods, Experimental Section, Results and Analysis, Conclusion, References. The first part of the research paper presents the top social media sites in Armenia. The second part describes the type of data and analysis methods, objectives of the research paper. The third part presents the variables and software used in this study. The fourth part introduces the top keywords from search engines sending traffic to Ararat Brandy website, top 5 linking sites to Ararat Brandy website, total visits of website from October, 2015 to March, 2016, website traffic by countries (Q1, 2016), traffic sources (Q1, 2016), the analysis of Ararat Museum Facebook page performance, the analysis of Facebook posts by page metrics, Ararat Armenian Brandy's total Facebook fans, % change, change per weekday, Facebook fans by country, Facebook fans relative change in 2016, simple ordinary least squares (OLS) linear regression analysis. Finally, the paper proposes recommendations for improving the Ararat Brandy's website, Facebook, Instagram, LinkedIn, Twitter, YouTube pages' performance.

Academic research paper on topic "Social media marketing strategy of Yerevan brandy company"

Accepted Manuscript

S.A. Movsisyan

Social media marketing strategy of Yerevan brandy company

S1512-1887(16)30064-1 10.1016/j.aasci.2016.08.010

Reference: AASCI 46

To appear in: Annals of Agrarian Sciences

Received Date: 12 June 2016 Accepted Date: 2 August 2016

Please cite this article as: S.A. Movsisyan, Social media marketing strategy of Yerevan brandy company, Annals of Agrarian Sciences (2016), doi: 10.1016/j.aasci.2016.08.010.

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ScienceDirecf

Annals of Agrarian Science vol. 14, no. 3, 2016

Social media marketing strategy of Yerevan brandy company

S. A. Movsisyan

National Agrarian University of Armenia 74, Teryan Str., Yerevan, 0009, Republic of Armenia Received 12 June 2016; Accepted 2 August 2016

Corresponding author: S.A. Movsisyan suren@movsisyan.dk

Abstract

This is quantitative and qualitative study based on secondary data. The secondary data includes daily, monthly, quarterly data of Yerevan Brandy company's social media websites and annual data of Facebook, LinkedIn, Instagram, Twitter, YouTube companies. The data was obtained from Alexa, Wolframalpha, Similarweb, Socialbakers, Quintly, Fanpage Karma, Facebook, LinkedIn, Instagram, Twitter, YouTube. The research paper consists of six parts: Introduction, Objectives and Methods, Experimental Section, Results and Analysis, Conclusion, References. The first part of the research paper presents the top social media sites in Armenia. The second part describes the type of data and analysis methods, objectives of the research paper. The third part presents the variables and software used in this study. The fourth part introduces the top keywords from search engines sending traffic to Ararat Brandy website, top 5 linking sites to Ararat Brandy website, total visits of website from October, 2015 to March, 2016, website traffic by countries (Q1, 2016), traffic sources

(Q1, 2016), the analysis of Ararat Museum Facebook page performance, the analysis of Face-book posts by page metrics, Ararat Armenian Brandy's total Facebook fans, % change, change per weekday, Facebook fans by country, Facebook fans relative change in 2016, simple ordinary least squares (OLS) linear regression analysis. Finally, the paper proposes recommendations for improving the Ararat Brandy's website, Facebook, Instagram, LinkedIn, Twitter, YouTube pages' performance.

Keywords: Brandy company, Daily data, Monthly data, Quarterly data, Ararat Brandy website

Introduction

The most visited social media platforms in Armenia are Facebook, followed by YouTube, Od-noklassniki, VKontakte, Twitter, LinkedIn, Instagram according to a monthly Alexa traffic rank, which is calculated using a combination of average daily visitors and page views over the past

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ranked as N1 (Table 1).

Table 1. Top Social Media Sites in Armenia (April, 2016) [1]

Rank Social Media Platform

1 Facebook

2 YouTube

5 Odnoklassniki

9 VKontakte

14 Twitter

20 LinkedIn

22 Instagram

Objectives and methods

The analysis included secondary datasets. The secondary dataset included daily, monthly, quarterly data of Armenian Brandy company's social media websites and annual data of Facebook, LinkedIn, Instagram, Twitter, YouTube companies ranging from 2009 through 2015. The data was obtained from Alexa, Wolframalpha, Similarweb, Socialbakers, Quintly, Fanpage Karma, Facebook, LinkedIn, Instagram, Twitter, YouTube.

The purpose of the study is to analyze the peculiarities of Armenian users of various social media platforms and is based on a case study of Armenian Brandy's official Website, Facebook, LinkedIn, Instagram, Twitter and YouTube pages and proposes recommendations on increasing the competitiveness of Ararat Brandy's Website, Facebook, Instagram, LinkedIn, Twitter, YouTube pages' performance.

EXPERIMENTAL SECTION

The paper estimates the number of Facebook and LinkedIn mobile and total users worldwide over the period 2016-2025 and proposes several important recommendations aimed at diversifying the social media mix of Ararat Armenian Brandy Company. The analysis have been conducted through STATA statistical programming software and the dataset encompassed annual time series data ranging from 2009 through 2015.

RESULTS AND ANALYSIS

Ararat brandy's official website is araratbrandy.com. The website currently globally ranks as 1,185,076 (April 27-th, 2016) and compared to same indicator in October 29, 2015, the ranking has been improved by 357,387 positions or 23%. The remaining key indicators of website performance include Bounce Rate, Daily Page views per visitor, Estimated daily time on site per visitor, Search Visits, Top keywords from Search Engines. The bounce rate of 30.4% indi-

month (i.e. March, 2016) increased by 3% [2]. Low bounce rate was associated with higher Google rankings [3]. Daily page views per visitor of 8 means that there were 8 daily unique views per visitor on the site, increase of 110% compared to prior month (i.e. March, 2016). Estimated daily time on site per visitor in April, 2016 was 3 minutes 47 seconds, increase of 16% compared to prior month (i.e. March, 2016). Search visits of 39.1% means that 39.1% of traffic, both free and paid, came to this site from a search engine over the period February-April, 2016, which compared to November, 2015-January, 2016 decreased by 17%.

ararat cognac armenian brandy коньяк арарат armenian cognac ararat brandy Other keywords

Fig. 1. Top Keywords from Search Engines sending traffic to araratbrandy.com website [2]

Figure 1 shows the top keywords that sent traffic to araratbrandy.com website from major search engines over the period November, 2015 - April, 2016 [2].

Alexa identified total of 52 sites linking to araratbrandy.com website. Table 2 depicts top 5 linking sites.

Table 2. Top 5 linking sites to araratbrandy.com website [2]

Rank Website Link

1 wine-searcher.com http://www.wine-searcher.com/wine-127149-0000-ararat-5-years-old-brandy-armenia

2 pastemagazine.com http://www.pastemagazine.com/articles/2015/02/weekend-l ayover-yerevan-armeni a. html ?p=2

3 liquor.com http://drinkwire.liquor.com/post/armenians-insist-their-brandy-is-cognac

4 ixbt.com http: //forum. ixbt.com/print/0015/048014.html

5 stuffgate.com http://stuffgate.com/stuff/website/top-999000-sites

According to Alexa estimates as of 29.04.2016, Ararat brandy's official website registered total daily page views of 6100 hits and daily visitors of 440 [4].

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6 month period. On average, the total visits of Ararat Brandy website amounted to 13,333 people. In March, 2016 the total visitors of website decreased by 33% [Fig. 2].

Fig. 2. Total visits of Ararat Brandy website on Desktop & Mobile devices [5]

During recent 3 months most of Ararat Brandy website's visitors were from Armenia (35%), Russia (34%) followed by USA (9%), Slovakia (3%), Ukraine (2%) [Fig. 3]. Meantime, most of the website visitors were redirected through search engines (82.5%), followed by direct visits (10.8%), referrals (6.5%) and social websites (0.2%) [Fig. 4].

Fig. 3. Ararat Brandy website traffic by countries (Q1, 2016) [5]

The analysis of Ararat Museum Facebook page performance highlighted the following key trends:

• Likes - 19,987

• Likes Growth in April compared to March, 2016 - 3.03%

• PTAT (People Talking About This) - 1,103

• Engagement Rate — 5.54 /0

• Milestones — 6

• Pages liked by company — 0

The company has considerably large amount of fans on Facebook and recently registered moderate monthly fans growth of 3.03%.

On July 2, 2014 Facebook split the PTAT metrics into separate elements: Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared the posts), Page tags and mentions, Page checkins and other interactions on a Page. With PTAT of 1,103 Ararat Brandy Company should be able to engage more of its followers. The Engagement Rate of 5.54% is calculated by taking the total PTAT (people talking about this) and dividing by the total number of likes (i.e. 1,103/19,987).

Fig. 4. Traffic Sources (Q1, 2016) [5]

According to LikeAlyzer surveys, in order to reach success on Facebook the company should have an engagement rate greater than 7%. Therefore, the company has to further improve the engagement with its followers.

The company has added 6 milestones and displayed the visitors its accomplished achievements. The company didn't like any pages, conversely, by liking other pages and integrating with them the company could increase the visibility and interest for its own page.

The analysis of Ararat Museum Facebook posts by page metrics highlighted the following key trends:

• Posts per week — 1.89

• Likes, comments & shares per post — 533

• Posts per type — photos and texts (68.2%), videos and texts (9.1%), text only statuses (22.7%)

• Length of posts — more than 500 characters

• Curiosity — the company should ask more questions

• Hashtags — the company uses hashtags

According to LikeAlyzer analysis, the company was not constantly posting on its page and had to ask more questions, in order to engage more fans. Meantime, photos posted between 18:00-21:00 PM (GMT+4) experienced the highest response rate. Although everyone could post to company's Facebook timeline, but fans were posting very rarely.

Table 3 depicts the timing, number of likes, comments and shares of the most recent top 5

posts by the company.

Table 3. Total Fan Engagement of Recent Facebook posts of Ararat Museum [6]

Date Post Likes Comments Shares

2016-04-22 George Clooney at ARARAT Museum. 2,789 14 337

2016-02-24 Today, on February 24th Michel Legrand, a celebrated composer of Armenian origin and three times Academy Award-winner, turns 84. 783 20 37

2016-03-08 Happy International Women's Day. 765 10 21

2016-03-31 Ararat brandy was granted high prize by San Francisco International Wine and Alcoholic Beverages competition. 586 7 76

2016-04-20 Armenian brandy from Ararat to Yalta video article by sputnikarmenia.ru 620 2 63

The paper proposes several recommendations for improving the Facebook page performance of Ararat Museum:

• Publish posts more often.

• Ask more questions to fans.

• Like other Pages and interact with them.

Over the period February 25, 2016-April 24, 2016, the total Facebook fans of Ararat Armenian brandy experienced increasing trend. The number of fans amounted to 18,242 (February 25, 2016), reached its four picks of 18,267 (in March 25, 2016), 18,543 (in March 31, 2016), 18,682 (in April 3, 2016), 18,720 (in April 25, 2016).

During February 25, 2016 -April 24, 2016, the compound annual growth rate of total Face-book fans of Ararat Armenian brandy amounted to 0.04% (Fig. 5). Over these picking periods the total Facebook fans of Ararat Armenian brandy registered 0.21%, 0.82%, 0.62%, 0.09% growth rates (Fig. 6).

18,800 18,700 18,600 18,500 18,400 18,300 18,200 18,100 18,000

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Fig. 5. Ararat Armenian Brandy's Total Facebook Fans [7]

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Fig. 6. Ararat Armenian Brandy Facebook Fans % change [7]

Fig. 7 compares the total amount of fans per weekday (Monday-Sunday) during February 25, 2016 - March, 24, 2016. It makes possible to keep track of periodic actions, which repeat on a weekly basis. Most specifically, on average the largest increase of 18, 16, 12 people has been registered on Wednesday, Tuesday and Sunday respectively (Fig. 7).

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Fig. 7. Ararat Brandy Facebook Fans Change Per Weekday (25.02.2016-24.03.2016) [7]

According to March-April, 2016 monthly statistics, most of the fans of Ararat Armenian Brandy factory (92.5%) are local Armenians. The second and third large groups of fans are from Russian Federation and USA by 3.6% and 0.7% accordingly. The percentage contribution of fans by rest of the world (i.e. France, Germany, Georgia, etc.) amounted to 3.2% (Fig. 8). Meantime, the highest relative percentage increase of 7% was registered by US fans, followed by Russian Federation (6%), rest of world (3%), Armenia (2%) (Fig. 9).

Fig. 8. Ararat Armenian Brandy's Facebook Fans By Country [7]

Fig. 9. Ararat Armenian Brandy's Facebook Fans Relative change (March 22-April 22, 2016) [7]

Table 4 depicts predictions of worldwide monthly active mobile and total users of Face-book and LinkedIn and the compound annual growth rates (CAGR) during 2016-2025.

Table 4. STATA Predictions of Worldwide monthly active mobile and total users of Face-book & LinkedIn [8, 9]

2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 CAGR (2016-2025)

Facebook Mobile users 1399 1537 1676 1814 1953 2092 2230 2369 2507 2646 7%

LinkedIn Mobile users 56 63 70 77 84 91 100 109 118 125 9%

Total Facebook users 1753 1927 2100 2274 2448 2621 2795 2969 3142 3316 7%

Total LinkedIn members 454 513 572 630 689 748 821 894 968 1026 9%

The total number of LinkedIn users in Armenia amounted to 57,983 as of April 30, 2016. Meantime the wine and spirits industry had 282 registered members on LinkedIn, including 61 employees of Ararat Armenian Brandy Company, and 10 employees of Armenia Wine Company [10]. According to Fig. 10, over the period March - April, 2016, the average likes of Ararat Armenian Brandy's LinkedIn update increased from 0 to 15.

Fig. 10. Ararat Armenian Brandy Company's LinkedIn Average Likes Per Update [10]

The total number of monthly active Facebook users in Armenia amounted to 920,000, while the same indicator was 540,000 on a daily basis [11].

According to Twitter Ads stats estimate (based on a 30-day lookback period), there were 23,000-35,000 active Twitter users in Armenia, including 12,000-18,000 males and 11,00017,000 females [12].

There were 61,000 daily active Instagram users in Armenia [11].

Table 5 depicts the YouTube statistics of Armenia Wine and Ararat brandy. Ararat Brandy Company registered its YouTube account 7.5 months earlier than Armenia Wine. The comparison of growth figures shows that on the one hand, Ararat Brandy Company had 81% less subscribers; on the other hand, it registered 10% more video views.

Table 5. YouTube Channels Statistics of selected Armenian alcoholic beverage producers as of April 30-th, 2016 [13, 14]

Sign-up date Subscribers Total uploaded video views

Armenia Wine 10/06/2010 76 51,023

Ararat Legends 26/10/2009 42 56,654

Percentage difference - -81% +10%

(Ararat Legends vs. Aremenia

CONCLUSION AND RECOMMENDATIONS

Unlike the past, current Facebook audience is the miniature of the Armenian society, since it is represented by individuals of varied political and public activity, age, preferences, habits, as well as by individuals, organizations and even famous brands not needing advertising that use this social network for different purposes.

As any other social network, Facebook also requires certain knowledge of some technical skills, preparation and passage through some filters.

The stable growth of Facebook users in Armenia is due to various network promotion elements, including quotes from Facebook statuses by the media or word of mouth from relatives and friends.

The main factor drawing Armenian users to Facebook was the Facebook audience: more serious developments happen here, it is more effective for politics and business and more appealing to ordinary citizens. For example, individual entrepreneurs sell their products and handicrafts exclusively through Facebook or combine Facebook with other social platforms and, journalists find information along with disseminating their pieces and so on. Some group of Armenian users considered Facebook as their job.

According to analysis of large number of Armenian Facebook users, whose Friends' lists do not include any non-Armenians, foreigners living in other countries, Facebook is not perceived as a means to establish foreign relations. This was due to the lack of foreign language proficiency.

The number of the so-called media nihilists in Armenia (those who do not read press or watch TV and confine themselves to exclusively Facebook information) is comparably large, though they do not constitute the majority.

Surveyed Armenian Facebook users used various and inconsistent criteria to assess the level of their activity, most specifically, some use the time spent on Facebook and only information received without interactivity as an activity indicator, others are guided by the frequency of logging onto Facebook, in the third case the size of their Facebook audience is considered as a determinant, while the fourth group conditioned higher activity by the interest other users hold in them.

Facebook has its advantages and disadvantages. The disadvantages are not only related to negative phenomena of public information and relations (ostentation, dissemination of incompetent or false information, etc.), but also to Facebook specific phenomena (requests to like something or compulsory likes to get access to some information, persistent offers, adding people to groups without their consent, etc.). Although the disadvantages of using Facebook prevail the advantages, nevertheless, the number of users in Armenia does not decrease, moreover, it continues to grow stably and rapidly [15].

According to analysis of 1 Million Google Search Results, backlinks remain an extremely important Google ranking factor. Meantime, number of domains linking to a page correlates with rankings more than any other factor. An overall link authority of websites (as measured by Ahrefs Domain Rating) strongly correlated with higher rankings. "Topically relevant" content rated via MarketMuse, significantly outperformed content that didn't represent the topic in-depth. Consequently, publishing specific content that covers a single topic might improve the rankings. The SERP (search engine results page is the page displayed by a search engine in response to a query by a searcher) data obtained from SEMRush, indicated that longer content tended to rank higher in Google's search results. The average Google first page result contained

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the one hand, the analysis showed that use of Schema mark-up didn't correlate with higher rankings. On the other hand, content with at least one image significantly outperformed content without any images. However, adding additional images didn't influence rankings. There was a very small relationship between title tag keyword optimization and ranking. Site speed matters. According to data from Alexa, pages on fast-loading sites rank significantly higher compared to slow-loading sites. The data from SimilarWeb indicated that low bounce rate was associated with higher Google rankings [3].

REFERENCES

[1] Alexa Internet, Inc. Top Sites in Armenia // San Francisco, 2016 (in English).

[2] Alexa Internet, Inc. How popular is araratbrandy.com? // San Francisco, 2016 (in English).

[3] Backlinko LLC. We Analyzed 1 Million Google Search Results. Here's What We Learned About SEO // Cheyenne, 2016 (in English).

[4] WolframAlpha LLC. WolframAlpha computational knowledge engine analysis of www.araratbrandy.com website // Champaign, 2016 (in English).

[5] SimilarWeb LTD. Analytics of araratbrandy.com website // London, 2016 (in English).

[6] Meltwater. Ararat Museum Facebook page analysis by LikeAlyzer // San Francisco, 2016 (in English).

[7] Quintly Inc. // Analysis of Yerevan Brandy Company's Facebook, Twitter, YouTube, Insta-gram, LinkedIn accounts // Palo Alto, 2016 (in English).

[8] Facebook Inc. Investor Relations // Menlo Park, 2016 (in English).

[9] LinkedIn Corporation. Investor Relations // Mountain View, 2016 (in English).

[10] Yerevan Brandy Company LLC. Yerevan Brandy Company's official LinkedIn page (in English).

[11] Samvel Martirosyan's personal blog. Social Networks in Armenia, January 2016 // Yerevan, 2016 (in English).

[12] Samvel Martirosyan's personal blog. Twitter: number of monthly active users in Armenia, February 2016 // Yerevan, 2016 (in English).

[13] Armenia Wine Factory LLC. Armenia Wine's official YouTube page // Yerevan, 2016 (in English).

[14] Yerevan Brandy Company LLC. Yerevan Brandy Company's official YouTube page // Yerevan, 2016 (in English).

[15] OSCE Office in Yerevan. Facebook in Armenia: Users and Using // OSCE, Yerevan, 45, 2013, pp. 22-24 (in English).