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Oh Crap: The SMB using social media to turn dog poop into sales

  • February 15, 2019
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Marketer Henry Reith uses Digivizer’s SaaS platform to understand what works and what doesn’t in his digital marketing program – and maximize social and search ROI. 

And it’s seen his stock turn increase from just 30,000 units to 3 million in 13 months.

He works for Oh Crap, the Australian startup doing something meaningful and practicable about doggy doo-doo. And so in Henry’s business, stock units are in fact compostable dog poop bags.

“We love dogs but we got sick and tired of not being able to do something good for the environment about what they leave behind – even when their owners do the right thing,” explains Henry. “So we took action. We’ve started a mission to try and reduce the problem one poop at a time!”

Instagram followers have gone from zero to nearly 4,000, and Facebook from 2,500 to 23,000. 

As a startup, every dollar of Oh Crap’s marketing budget has to count. Henry Reith is using Digivizer’s SaaS platform to understand how his organic content and paid media budget is actually performing across multiple social and digital media platforms. Those insights translate directly to improved business performance, because he now knows where he should direct his marketing budget, and precious time on producing and posting content, to best effect. 

WATCH: How to Build An Online Community with Social Analytics

More-importantly, Henry Reith knows which impressions deliver the best ROI: he has moved beyond simplistic numbers to the insights behind them.

“Even as an analytics geek, it was still difficult to track performance and know what was going on with our digital and social marketing. 

RELATED ARTICLE: Retailers Must Embrace Social Analytics to Survive 

“Part of being able to grow our performance has come from being able to see which parts of our program work. It’s great to see all our numbers in one place inside the Digivizer platform, without having to struggle with each social and search channel’s own analytics. I can simply see the numbers that matter to our business, instantly.” These insights also saw an early radical change.

WATCH: How a Digital Marketer used Digivizer to grow his Brand 

Henry is already seeing direct links between Oh Crap’s social and digital marketing and sales. Using Digivizer means Henry Reith is able to track all he needs to in real-time, across platforms, and so create tactical programs that make a real difference to outcomes, as well as letting him take a more-strategic view of his marketing efforts.

RELATED ARTICLE: Understanding the True Value of Organic Media and Why You Should Invest

Take hashtags as one example: “Digivizer lets me see and track every hashtag that we use, which means they can all be used for our ‘share and win’ competitions. I can see the details of every person who shares one of our hashtags, every month, and ensure I send them a prize – and market to them into the future, of course.”

“I know roughly what the impressions for the week should be in the interactions we have, and by having the graphs available in Digivizer,  I can check that our $600 of spend on any given day, for example, is not being thrown away.” There is no magic bullet, except to test, iterate and learn.

“The magic bullet comes magically by testing for 18 months. You’ve got to let the pixels tell you what your content and marketing trends are, you’ve got to learn about ads and let it all come together and just not be precious about the end result,” says Henry.

For me Digivizer is just amazing. Just having data, both top-level data that you can read at a glance, and then really deep data and analytics, is perfect. You can get what you want from Digivizer and it really helps your understanding of what’s working.

Digivizer has in-house digital marketing experts and technology capabilities, a combination that makes data and insights for all paid, owned and earned media campaigns accessible and affordable.

As to future plans, Henry and the Oh Crap team is gearing up for a bigger future: “The platform is super-affordable. I’m now doing the same type of things that huge companies do – and I can see the effects. There’s a reason why huge companies are huge – and we’re getting there!”

For busy SMBs focused on growing their businesses, Digivizer’s solution is affordable, easy to start and convenient to use. Simply create your account, start your 30-day free trial, with 30 days of data from day 1.