How Roisin Consulting achieved a 350% increase in brand video views with Socialinsider

Roisin Consulting is a digital marketing consultancy based in Jersey city, New York city area. The agency was founded by Caitlin Duffy, a skillful consultant who works in digital marketing for a little over a decade now.

One of the most essential parts of her job has always been the ability to benchmark performance across social platforms. And for that she has tried several similar analytics tools along the years.

Challenge

• Missing massive chunks of data from other scheduling tools
• Getting competitor data is a time-consuming process
• Creating a social media audit report was the biggest challenge

When Roisin Consulting starts off with a new client, they usually run a social media audit for that specific client to learn more about their digital presence.

And having a bunch of clients requires a social media analytics and benchmarking tool to help you develop the digital footprint. That is where Caitlin Duffy’s need for Socialinsider emerged.

Caitlin and her team decided they need a tool that offers social media analytics data for all social media platforms at the same time, to make it efficient and quick to download reports and develop social media audits.

“We take a look at the digital footprints of three to four major competitors and look at what their success stories are or what are their areas for growth. And previously to do that was an extremely manual and time-consuming process.”

Before discovering Socialinsider, Caitlin had to use multiple tools instead of a single one to gather all the necessary data to create social media reports for her clients. Besides being time-consuming, this task required significant human resources and was expensive. Caitlin realized a change was necessary for the benefit of her clients.

“I would cancel Hootsuite right now if Socialinsider did scheduling as well. Hoosuite is missing massive chunks of data. It does not report on Reels for Facebook at all. So I have clients whose data is missing 75-80% of their content for a month because Hootsuite just doesn't capture that information anymore. Socialinsider does.”

Previously, Roisin Consulting had to collect analytics data post by post and prepare individual reports containing required KPIs for each client. This manual process consumed a significant amount of time for Caitlin’s company.

We spoke to Caitlin Duffy to learn about the challenges her team faced before adopting Socialinsider. The team found it inefficient to use multiple tools to collect all the required social media data for their clients' reports.

“In terms of the specific marketing challenges, the manual process and extremely time-consuming process of pulling that audit report was the biggest challenge that we were facing. To do that manually previously would take up to three to four weeks sometimes because we're balancing other projects that we have going on.

(...) Honestly, I've used almost every single one [app] that is out there. The biggest difference is Socialinsider is the only one that covers them all.”

The competitive advantages with Socialinsider

• An increased renewal rate with the agency's clients
• Divide out a cross-platform report by content campaign
• Efficiently analyze the content strategies
• Phenomenal customer support

We asked Caitlin Duffy about the pain points she and her team experienced before using Socialinsider.
The fact that Roisin Consulting needed to use more tools to gather all the necessary social media data for their clients’ reports was ineffective.

“So the biggest pain point is it captures all the data that other platforms are losing or missing. Socialinsider captures all of that data. And then the campaign post tagging feature for retaining and continuing to report for these clients has allowed us to very efficiently analyze our content strategies. (...)

Being able to divide out a cross-platform report by content campaign has been a huge difference maker in the quality of conversation that we have with our clients and has led to an increased renewal rate with those clients.

Every single one that we use Socialinsider for, renewed with us.”

Caitlin also told us what her favourite features are when using Socialinsider. What she uses most is the cross-platform analysis feature, where she overviews the performance of a brand on all social media platforms.

“The multi-platform analysis in Brands has been a really, really, really helpful tool and a wonderful one.

But I also have to say that the customer service has been one of my favourite features as well. You guys are just phenomenal. Your team is so responsive and very friendly and helpful. Which is not the norm.”

Results

• 100% renewal rate for the agency clients
• Identify storytelling trends among niche markets
• Engagement is up 13%, followers are up almost 15%, brand video views are up 350%.

Caitlin and her team also revealed that Socialinsider contributed to the increase of Roisin Consulting’s conversion rate.

“We use Socialinsider for client reporting, not just audit, and (...) we saw a 100% renewal rate.”

Socialinsider not only helped Roisin Consulting with reporting, benchmarking, and analytics data but also revealed social media trends.

Caitlin told us that Socialinsider helped her and her team identify trends for a client that does Ghost tourism. Their client does guided tours in haunted houses and all sorts of mysterious locations.

It is clear that this business addresses a small audience and they needed to find out trends to target it correctly. So Cailtin managed to find trends around paranormal tourism.

“Socialinsider helped us identify storytelling trends among niche markets. [...] We have a client that does guided tours internationally around haunted and mysterious locations.
Yeah, it's a lot of fun to work on their stuff. But that's a highly niche industry, right? Ghost tourism. It's not a sector that a lot of people do market research into. So there's not a lot of information out there about, you know, what are the content trends among paranormal tourism guides?

We were able to uncover those social media trends using Socialinsider, because we were able to pull across competitor analysis and see the content strategy over the course of a year or six months.”

Caitlin was also eager to tell us what actionable insights Socialinsider offered her and her team through the data it provides. She started her example with a story from one of their clients, a nonprofit music business. That client went silent online for a while because their funds were cut off. When they got funding again, Roisin Consulting took care of reigniting their social media fire to attract their audience.

“We need to figure out what's working with this audience and what's not. After three months of content campaign strategy going out, we were able to come back to them and say, we know for a fact that this type of content is working well, and this type of content is not.

The content that is working well is going to be the basis of our next content shoot. We were able to develop creative briefs and hire talent and plan around an entire content shoot for the next six months of content archive for us based off of those social media campaign reports that we pulled from Socialinsider.”

Caitlin was asked to share some numbers that prove the effectiveness of Socialinsider. She was more than happy to oblige and share her screen with us. She walked us through the features and metrics, demonstrating their growth.

Caitlin showed us the results of her client's “Mysterious Adventures” tour, a tourist company for which she showed us a 6-month report.

“Engagement is up 13%, followers are up almost 15%, brand video views are up 350%. Comments went down a little bit, but likes are up. And then, you know, our followers gain it’s pretty significant.
Super excited about these results that we've been able to share out.”

We asked Caitlin from Roisin Consulting about her favorite metrics to evaluate. She immediately named engagement rate and impressions as her favorite duo.

“Engagement rate on its own doesn't show anything and impressions on its own doesn't show anything, but when both are going up, we know we're in good shape. If one's going up and the other is going down, we need to take a look. But we tend to balance the impressions or reach against the engagement rate per post.”

In the end, Caitlin made us even happier when sharing her secret with us.

“And it's one of the funny things about the digital world too, or working on a tool like this, is you don't usually get to see it out in the world or hear about how it's working with people, you know, or how it's actually making things better. So I love to be able to share that news with you when I can.”