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In fashion, social media posts about ads are as engaging as those about products

There are many different levels of social media data. Benchmarking data provides a good high level perspective, and of course, looking at a list of top posts lets you see whose posts performed best.

However, between those two is a much richer area of content analysis. Looking at top posting themes and analyzing which brands are posting on those topics, how much they’re posting, and how engagement builds or declines over time for each topic.

Take for example the chart below, which shows the top subjects posted by 9 luxury fashion brands during April on Facebook, Twitter and Instagram. As detailed in the sliders, this setting provides a complete view of every topic posted on at least twice. You can see the broad range of themes, and of course, Kendall Jenner’s Twitter account at the center of engagement.

Subject Explorer showing topics with at least 2 on a single social network

From here, though, I like to drill down in one of several directions. A logical next step would be to refine this to only topics posted on at least 5 times on a single social network, per the chart below. This is...

The Perfect Programmatic Strategy: Customer Lifetime Value

Posted by Joseph Vito DeLuca in Targeting on May 21st, 2015 at 7:23 am

In today's always on connected world, brands have the ability to be in constant communication with consumers and reach them at every point along the path to purchase and beyond. Yet, many advertisers are disrupting said communication by siloing their campaigns into prospecting and remarketing strategies, foregoing a more holistic method.

It's best to focus on lifetime value and look at the singular, cyclical customer journey. In Yieldr's latest infographic the benefits of this approach of integrating prospecting and remarketing are summarized, including a 66% increase in conversions.

How Lincoln Motor is using social media content to rebrand

Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.

Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.

Topics Used in April 2015

While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.

Analysis...

How state tourism offices are selling adventure

Tourism is a business category rich in emotion and excitement. In this post, we’re going to analyze the content posted by state tourism offices and see what themes they post about the most, and how they talk about them.

We’ll start by taking a look at only the most powerful topics posted about by this industry. Topics used 50 or more times, on a single network, from Feb 1 – Apr 30, 2015.  You can see these topics in the word cloud below. There are a number of interesting themes to explore here. Family, weekend, adventure, festival, winter and spring. What I’m most curious about is to see how different brands approach the same subject. Do they post on the same networks, use the same type of content, and talk about the same related features.

For this exploration, I’m going to select ‘adventure’. This topic should appeal to a broad range of tourists, and should be interesting to see how different states approach it.

Below is a breakout of all the posts using the term ‘adventure’. In the Posting By Day and Engagements By Day charts, you can see...

Life With An Apple Watch – Too Personal and Lacking Benefits

Posted by Jeff Hasen in Wireless on May 19th, 2015 at 7:56 am

To continue to call the mobile phone my most personal device is to ignore the You Did It notification that I received on my new Apple Watch while I was in front of a urinal.

Whoa, even double whoa, I thought at that moment, before I silently thanked the Apple developers in Cupertino for the positive reinforcement.

I now know that particular notification conveyed the fact that I had reached a stand-up goal set by my Apple Watch. But for the newbie, it did seem random and ill-timed.

And there has been more where that came from.

To sum up my first 10 days with Apple Watch, it has been about making time rather than saving it.

Simply and unequivocally, the user experience isn’t intuitive. That forces you to either seek out and read a long user guide or muddle through wondering when is the moment for the ballyhooed Force Touch, a swipe to the left, or a click or two or three of the newly-introduced-to-us Digital Crown.

Out of the box, my Apple Watch failed to tap my wrist and mirror my iPhone when a text message or email arrived. Ninety minutes and two Geniuses from the Apple Store later, a supposed software problem...