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CASE STUDY

How the NXTmine
Social Media Program
Delivered Significant
Results Over the
First 60-90 Days

THE SCOPE

Three experienced Jr. mining company CEOs were looking for ways to develop an effective social media presence or improve an existing program that wasn’t performing. All three CEOs realized the importance of social media in today’s market.

One CEO stated: “Traditional investor marketing doesn’t work any longer…its all about social media now”

All three companies had high quality, active projects and were waiting for assay results. All three expected to complete more rounds of financing and expand their exploration programs in 2022.

THE CHALLENGE

It’s hard to find an affordable social media manager who understands mining. One CEO was handling social media himself, internal staff were handling another, and the third handed over the keys to a social media consultant who didn’t understand mining.

In all cases the CEOs recognized:

Traditional investor marketing tactics do not work like they used to

Today’s investors expected the company to have a strong social media presence.

Companies with successful investor marketing programs had developed a strong social media presence.

Many mining exploration companies were committing significant budgets to social media marketing.

Managing social media on their own was too overwhelming and time consuming.

An effective program needed to be “mining intelligent” and speak to experienced mining investors as well as new investors - just posting news releases and fluff didn’t cut it.

NXT QuickCase

CHALLENGE

Mining companies require performance
focused, expert, and affordable social media management

SOLUTION

NXTmine Social Media
Management Program

SCOPE

  • Fully managed Twitter, FB and LinkedIn solution
  • “Mining Intelligence” is key
  • Leverages NXTmine.com content stream
  • Rapid audience building
  • Increase website traffic

RESULTS

60 days 500% plus
Follower Growth

Website Traffic Spiked

Twitter Drives 5X Website

Traffic Multiplier

60 days 240%

Engagement Growth

ROI is Immediate

0 Million

retail investors in North America

0 %

of investors actively use Twitter and Facebook

0 %

of institutional investors use Linkedin

0 %

growth in retail investors over the last year

THE SOLUTION

NXT’s unique social media program is backed by the NXTmine.com website content stream of approximately 200 mining, metals, markets and economics articles aggregated daily from over 150 carefully chosen sources.

Our social media managers choose and post three to four articles a week to each client’s social media channels on topics of interest to their target investor audience. These are custom, manually created posts written by experienced social media managers who understand mining and mining investors.

Rapid Setup and Launch. Existing Twitter, LinkedIn and Facebook accounts were taken over or new accounts set up. We began posting to Twitter within three days.

Leveraging the NXTmine.com Content Stream: Each client’s social media accounts were plugged into the back end of the NXTmine.com content management system where we selected and then published articles directly to Twitter, LinkedIn and Facebook.

Customized Posts For Maximum Impact: NXTmine carefully created posts using “mining intelligent” articles that give investors a reason to follow and pay attention to our clients’ social media when they don’t have news flow. We customized the article summaries we posted for maximum impact.

News Release Campaigns: When the clients did have news to share, NXTmine created a series of social media posts to promote news aggressively on the clients’ social channels AND on NXTmine’s social media channels which included Twitter, LinkedIn, Facebook and Reddit.

Retargeting & Registration Plugin:The NXTmine program includes the setup of Google advertising retargeting capture and the provision of a custom registration plugin. Both are installed on the client website and on all client content pages within NXTmine.com

THE RESULTS

Website Traffic Took Off

Website traffic is a key indicator of investor discovery. All three clients had minimal website traffic prior to the launch of NXTmine’s program. Within days of taking over the three mining companies’ social media accounts a significant change in the amount of traffic to their websites took place. It started to spike!

Twitter Engagement Drove Website Traffic with a 5X Multiplier

Not only did all three clients see a significant increase in website traffic when our social media program began but they saw a direct correlation and multiplier effect between Twitter engagement and website traffic. On average Twitter engagements produced a 5X multiplier of website traffic. (Engagement = clicks, retweets, replies, follows, likes)

Company 1

+27393%

Company 2

+240%

Company 3

+191%

Company 1

+ 27393 %

Company 2

+ 240 %

Company 3

+ 191 %

WEBSITE TRAFFIC AND TWITTER ENGAGEMENT DATA

Social Media Audiences Grow Rapidly

One thing all three companies had in common was the need to develop and expand their investor audiences. Over the first 60-90 days of the NXTmine program all three experienced strong growth in the number of impressions their social media posts generated, and in the number of new followers. One client added 295 new Twitter followers. Another saw impressions increase by 3012%

More Followers = Viral Potential

Impressions​

Company 1 +3012%
Company 2 +693%
Company 3 +91%

Twitter Followers​

Company 1 +527%
Company 2 +219%
Company 3 +33%

LinkedIn Followers​

Company 1 +130%
Company 2 +54%
Company 3 +15%

Company 1

Company 2

Company 3

Impressions

+ 3012 %
+ 693 %
+ 91 %

Twitter Followers

+ 527 %
+ 219 %
+ 33 %

LinkedIn Followers

+ 130 %
+ 54 %
+ 15 %

Strong Performance Across All Key Twitter Metrics

Twitter is the most important social media platform for investors. The NXTmine program delivered Twitter results that surpassed all expectations. For instance, one company saw five-digit growth! The client’s goal was to increase its audience and reach while driving engagement – results showed an increase of 27393%.

“We were struggling to reach investors before and we’re excited about the potential that NXTmine has demonstrated with its social media program. We’re expanding our budget.”

Below is a view of all three companies’ Twitter performance across various KPIs:

Click Throughs

Company 1 +14300%
Company 2 +385%
Company 3 +408%

Retweets

Company 1 +1250%
Company 2 +780%
Company 3 +42%

Likes

Company 1 +8600%
Company 2 +1646%
Company 3 +200%

Engagement

Company 1 +27393%
Company 2 +240%
Company 3 +191%

KPI

Impressions

Click Throughs

Retweets

Likes

Engagements

Company 1

+ 3012 %
+ 14300 %
+ 1250 %
+ 8600 %
+ 27393 %

Company 2

+ 693 %
+ 385 %
+ 780 %
+ 1646 %
+ 240 %

Company 3

+ 91 %
+ 408 %
+ 42 %
+ 200 %
+ 191 %

Retargeting Audience Capture

NXTmine’s social media program includes the setup of Google retargeting capture across client pages on NXTmine.com and their websites. This allows our clients to generate lists of investors who viewed their content and then target them with advertising at a later date. On average only 2% of visitors provide an email address while retargeting captures almost all visitors who don’t have ad blockers installed on their browser.

Display

Company 1 310
Company 2 880
Company 3 880

Search

Company 1 400
Company 2 970
Company 3 970

Youtube

Company 1 590
Company 2 1600
Company 3 1600

Company 1

Company 2

Company 3

Display

310
400
590

Search

880
970
1600

Youtube

880
970
1600

Investor Email Registration

During the initial 60 to 90 day program new investor registrations increased for all three clients. NXTmine provided all three clients with a custom registration plugin installed on their website and on all NXTmine client pages. Most registrations included phone numbers.

Company 1

66 New Signups

Company 2

26 New Signups

Company 3

22 New Signups

Company 1

66 New Signups

Company 2

26 New Signups

Company 3

22 New Signups

CONCLUSION

Mining investor marketing is going through a digital transformation. Focusing on the channels required to reach and build large audiences of online investors is more critical than ever before.

NXTmine offers a unique value proposition based on the idea that investors are attracted to intelligent and useful information. By deploying NXTmine’s solutions, all three companies were able to consolidate their social media activities, drive significant growth in every key metric, increase the size of their investor audiences, and put in place an online marketing program that can be expanded opportunistically at any time with ease.

NXTmine’s goal is simple: remove the headache and complexity that comes with establishing a social presence that improves investor engagement. The return on investment is obvious, because it happens immediately and NXTmine has the data to prove it (in real-time).