Case Study

ETSE Electronics Social Media Marketing

Platform

Facebook | Twitter

Target Audience

Agricultural and Livestock Farmers

Date

May – August 2019

Services

  • Social Media Competitor Research
  • Social Media Strategy & Concept Development
  • Monthly Content Planning
  • Social Media Copywriting
  • Social Media Design
  • Community Management
  • Social Media Advertising
  • Social Media Competition Concept Development & Management
  • Monthly Social Media Reporting

Summary

Etse Electronics (Pty) Ltd an engineering firm based in Techno Park Stellenbosch has been successfully developing a variety of space, military, agriculture and commercial applications, two of their products being FarmRanger and FarmTrack.

FarmRanger – livestock security collars. During stock theft or predator attacks, FarmRanger generates an alarm on your mobile. The app shows the GPS position and damage can be prevented.

FarmTrack is an effective farm management system that allows farmers to optimize their agricultural productivity. The device generates real-time data, and provides detailed reports such as spray activities, diesel fill-up routines and overtime tracking to name a few.

 

The Brief

The client’s brief was to grow the social media profiles, create an engaged online community and to generate potential sales leads.

  • CONVERSIONS – Convert social followers into qualified leads, which ultimately results in new business.
  • ENGAGEMENTS – Grow engagement and built customer loyalty.
  • ACQUISITIONS – Increate the size of the social communities and increase brand awareness.

 

Our Approach

To kick-off, we conducted thorough research to analyse the social media competitors in the landscape.

  • What social media platform do they use to market their products online?
  • How often do they publish posts?
  • What content themes resonate with consumers?

These findings were used to develop social media strategies specific to each brand and its respective online community.

 

The Results

FarmRanger:

Over a 2-month period, the social media profiles received the following results:

A total online community of 243 ‘followers’ increased to 1 208 ‘followers’ – 397%!

This was achieved through using social media advertising. Facebook Lead Generation Forms proved successful amongst the market collecting 316 quality sales leads over a 2-month period.

  • Engagements – 3 124
  • Impressions – 89 956

 

FarmTrack:

Over a 4-month period, the social media profiles received the following results:

A total online community of 33 ‘followers’ increased to 2 869 ‘followers’ – 8 593%!

This was achieved through social media advertising in South Africa and Mozambique, leveraging on the country’s agriculture month.

  • Engagements – 2 821
  • Impressions – 185 382

A social media competition encouraged consumers to follow and share the brand’s profile. The competition entry mechanism required consumers to educate themselves on the benefits of the product.

During the period, 57 quality sales leads were generated through social media marketing.

ETSE Client Testimonial:

“FarmTrack approached MDOT to strategically manage the brand’s social media accounts, with the objective of growing the profiles and generating sales leads. In a short period of time, the profiles saw growth and engagement. We are pleased with the results and have since signed up our other brand, FarmRanger. We look forward to growing our online communities, increasing brand exposure and increasing product sales in the future. We believe in our products and we have appreciated the passion the agency has shown towards growing our brands in the online space.”