'Creative Best Practices' Category

Carls Jr posts leading social media campaign for fast foods

Posted by Doug Schumacher on May 28th, 2015 at 11:42 am

Taking a look at the top content themes in the fast food category for the month of August, some interesting campaign themes come up in the Subject Explorer, below. I have this set to show only terms used at least 5 times, which brings some of the more prominent topics and campaign themes to surface.
Jumping off the page is #diablodare, both in terms of its engagement level (dark red) but also its volume (size).

So as with all topics in Subject Explorer, we can click on #diablodare and go straight into the Subject Analyzer, where we get a complete overview of the campaign activity and performance.
In the Posts chart below, you can see a range of metrics for this campaign, starting with 32 posts in a single month across Facebook, Twitter and Instagram. The Engagements chart shows that while Facebook only gets 22% of the posts, that network had the vast majority of the overall engagements.
Also in the Engagements chart, we see there were over 34,000 total engagements generated, with Instagram the overall leading network in terms of Engagements/Fans Ratio, with Facebook and Twitter tied for second.
The Posting By Day chart shows a pretty even distribution of posting throughout the month, versus a sharp... Read more

A week of social media activity in the yogurt category

Posted by Doug Schumacher on May 26th, 2015 at 4:04 pm

Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View

The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total... Read more

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

Posted by Doug Schumacher on May 21st, 2015 at 12:14 pm

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 a much more streamlined view of only the top themes used during this time period.... Read more

How Lincoln Motor is using social media content to rebrand

Posted by Doug Schumacher on May 20th, 2015 at 9:05 am

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 of posts on ‘concept’ during April

In further analysis of which brands were posting the most in the Posting By Day chart,... Read more

How state tourism offices are selling adventure

Posted by Doug Schumacher on May 19th, 2015 at 9:05 am

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 this topic was used by most of the 9 brands analyzed here. Looking at the Top Related Terms cloud, we see topics... Read more