Archive for Doug Schumacher

Report: Social Media Analysis – Luxury Auto Manufacturers

Posted by Doug Schumacher on July 24th, 2014 at 12:33 pm

Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Key Highlights and Takeaways:

Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
Google+ has considerable fan base overall, but is driving minimal engagement with brand content
There’s surprisingly little promotion of posts on Facebook from these brands
Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

Report: Social Media Analysis – QSR Restaurants

Posted by Doug Schumacher on July 8th, 2014 at 12:12 pm

The social media landscape can quickly change as concerns about reach, effectiveness, value, security, or other issues rise and fall. And because trends can be specific to one or a few industries, it’s essential to analyze data for a known number of brands across a set period of time.
The Zuum report “Social Media Analysis - QSR Restaurants” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 9 of the QSR burger category brands, focusing on those with the highest total network members. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Data Highlights and Key Takeaways

The total social media community size is dominated by a major global brand, McDonald’s, with over 50% of all community members across all 9 brands.
Wendy’s, with a total community size of only 17% of McDonald’s, is driving over 2 times the number of total engagements as McDonald’s
90% of Wendy’s engagement happens on Facebook, where their engagement rate is over 10 times that of McDonald’s
Top industry campaign themes include brand rallying, product promotions and global events like the World Cup.
The industry’s fastest growing social networks, in order, are... Read more

Report: Beauty Brands on Instagram

Posted by Doug Schumacher on May 29th, 2014 at 4:22 pm

As our recent report “7 Brands Generating More Engagement on Instagram than Facebook” highlighted, brands are definitely connecting with their audience on platforms outside Facebook.
This reports delves into the beauty category. Looking at how activity compares between Facebook and Instagram, and what brands are doing to success on Instagram. The report compares ten top beauty brands across 6 social networks: Facebook, Twitter, YouTube, Google+, Instagram, and Pinterest.
Highlights

Facebook is the dominant social network in terms of fan count: Average of 72% of all communities reported on
Instagram is only the 4th largest community based on industry average.
Industry-wide, 77% of all social content engagements are happening on Instagram. Facebook garners 27%.
NYX, the brand with the smallest overall fan count, has the most overall engagements (97% of those engagements happened on Instagram.)
Engagement rates for the top industries are: Facebook = .13%, Twitter = .019%, Instagram = 3.14%

The brands analyzed are Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics and NYX Cosmetics. Those ten brands were selected from a larger pool based on their overall social media community size.

7 Brands generating more engagement on Instagram than on Facebook

Posted by Doug Schumacher on April 30th, 2014 at 4:46 pm

We recently launched a new data view at Zuum: The Social Engagement Leaderboard. It ranks the volume of engagement for a set of brands across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. We applied this data view to some of the top social brands in the world, and found that a number of them are getting higher numbers of engagements on Instagram than on Facebook.
This report looks at the benchmarks and content of 7 of them: Coca-Cola, Oreo, Red Bull, Chevrolet, Maybelline, Calvin Klein and Burberry.
Key Data Points

86% of the total fan count is on Facebook while only 20% of the total engagements are on Facebook
1.6% of the total fan count is on Instagram, while 72% of the total engagements are on Instagram
The ratio of engagements per post to fan count was 100 times higher on Instagram than Facebook
The Instagram accounts are gaining fans at a rate 5 times faster than the Facebook pages
Brands are posting about the same volume on Instagram as they are on Facebook

Curious to hear of other smaller brands generating more engagement on networks other than Facebook.

Report: Facebook Page Data Averages – May 2013

Posted by Doug Schumacher on June 11th, 2013 at 10:06 am

One of the more popular reports we publish, this is a great benchmark resource for anyone wanting to know how their ranks on Facebook. Brands appearing in this report include Subway, Taco Bell, McDonald's, Burberry, Chanel, Gucci, Twix, Oreo, Skittles, Estee Lauder, Red Bull, Monster Energy, Crest, Colgate, Oral-B, Hilton, Sheraton, Dole, Capri Sun, Nissan, Honda and Ford.