I used several different types of analytics software such as Google Analytics, Twitonomy and Socialblade to analyse the social media marketing performance of NEOM. I then collected data and made graphs using Excel to present my findings. With this data, I made my own recommendations on how the brand should adapt its digital marketing strategies to increase awareness and engagement.
Brand awareness can be measured by measuring the website traffic, number of views on social media posts and hashtags used. Whereas, brand engagement can be measured using average session duration, average comments and likes per post and bounce rate.
I focused on the British wellness brand, NEOM Organics which was founded in London in 2005 by aromatherapist and nutritionist, Nicola Elliott. Examples of products available include scented candles, reed diffusers, body mists, wellbeing pods and perfumes. The ethos of the brand is to promote green and organic wellness and beauty products. The annual revenue is between $15.0M - $25.0M.
Search Engine Optimisation (SEO)
This is a process whereby websites are promoted to increase their visibility and appear higher in the search engine. This process is usually carried out with paid advertising but can also be achieved through organic advertising (Yalçın & Köse, 2010).
Unlike paid advertising, organic traffic is unpaid and not influenced by advertisers and is often a reflection of a high level of search engine optimisation (SEO) and inbound marketing.
The example below illustrates that NEOM Organics website appears firstly through paid advertising and secondly through organic advertising. Therefore, suggesting that there is a high level of SEO and word-of-mouth advertising.
I analysed the brands social media performance on several platforms such as YouTube, TikTok, Facebook and Twitter. Focusing on the number of subscribers and followers for each platform and comparing the figures with competitors.
Competitors
NEOM has the most social media traffic on Instagram with 253K followers followed by Facebook with 92K followers. Their biggest competitor is Look Fantastic which has 655k followers on Instagram and 558K on Facebook. Other competitors included, Space NK, Bath and Unwind and Beauty Habit.
Engagement
After analysing several social media posts, I concluded that Instagram was the platform with the highest number of likes and comments per post. Therefore, NEOM Organics needs to focus on increasing brand engagement on other sites such as YouTube and TikTok. Using YouTube shorts is an effective method to gaining followers and likes.
Awareness
The number of YouTube and TikTok views has increased dramatically since July 2021.
Geography
Most of the website traffic is coming from the UK with 68.06%, however, it is important for NEOM to reach wider channels outside of the UK. 31.94% of social media traffic is outside of the UK.
Sentiment
The overall sentiment for NEOM was 4:1 which is very positive, there were very few negative comments about the brand on social media.
Recommendations
My personal recommendations for NEOM would be to increase presence on TikTok and Instagram as this is where most of the social media traffic is accumulating. Furthermore, it is important to target the younger demographic as 29.94% of the audience are between the ages of 25-34. Furthermore, I believe collaborating with other brands will help to increase awareness.