'Emerging Platforms' Category

July Ranking of 25 Most Engaging Brands on Facebook

Posted by Doug Schumacher on August 4th, 2015 at 9:02 am

In our post last month, “Ranking 25 of the most engaging brands on Facebook“, we introduced a new feature article we’ll have each month. A Facebook leaderboard full of stats on 25 of the most engaging brands online today.
See how the content marketing giants fair against each other. The intro article, linked above, has additional context on the selection process, and how to read the engagement metrics on the leaderboard.
For the second month in a row, Monster led with total engagements. Interestingly, direct competitor Red Bull rose to the challenge this month and almost topped them.
You can download a PDF version of the below PNG here: Zuum-25-Most-Engaging-Brands-Facebook-July-2015

Consumer electronics industry leaderboards for Facebook, Instagram and Twitter

Posted by Doug Schumacher on August 3rd, 2015 at 9:22 am

With July behind us, let’s take a look at how the top brands in the consumer electronics industry performed on Facebook, Twitter and Instagram. The brands assessed are GoPro, Sony, Canon, HP, Vizio, Nokia, Bose, Samsung and Panasonic.
We’ll start with the Facebook leaderboard, below. While a number of the brands have amassed impressive followings, it’s the posting volume of GoPro that I find most interesting. Especially given this is Facebook, a network that most brands seem to treat with a certain amount of restraint when it comes to posting. At least compared to Twitter and Instagram. The reasoning is that Facebook has a filtered feed, so theoretically, if brands concentrate their efforts on producing outstanding content, then that content should rise to the top of their fan’s newsfeed and be seen. GoPro clearly doesn’t feel that way though, and unleashed a whopping 149 public posts in July.

Next, we’ll move over to the Twitter leaderboard, below. Twitter is a network we typically find brands posting to in higher volume. And you can see that the average volume of these brands is 60 posts a month. A good amount above Facebook’s industry average of 40 and Instagram’s 33. Here again, we see GoPro posting... Read more

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
NEW: JOIN OUR LINKEDIN... Read more

Analyzing top social media posting keywords in any industry

Posted by Doug Schumacher on July 31st, 2015 at 7:18 am

Understanding what topics other brands in and around your industry are posting on, and how they perform, can accelerate your understanding of social media content as it pertains to your own brand.
So lets take a look at how you can get informative views of what’s working from several different vantage points. To do this, we’ll look at Zuum’s Subject Analyzer for posts on Facebook, Twitter and Instagram for the retail fashion industry for the following brands: Abercrombie & Fitch, American Eagle Outfitters, Banana Republic, Diesel, Gap, H&M, Levi’s, Lucky Brand, Roots Canada andTommy Bahama,
The first view is the default setings, below. Note the legend on the chart for meanings of size, color and positionings of each of the terms. This is a very broad view, capturing the greatest number of topics.

The above view is interesting, but perhaps a little noisy with so many keywords. So I can adjust the “Minimum average engagement” slider to show only those posts with average engagement and above. Say around .2% engagement, as I’ve done in the chart below. Notice how this removes many of the lower performing terms, making a bigger distinction between keywords performing around average and the absolute top terms.
An example of that is the #styledby hashtag, which is orange in the above chart... Read more

Most Shared Facebook Post Topics for the CPG Dental Product Category

Posted by Doug Schumacher on July 30th, 2015 at 9:01 am

Choosing a dental product for a gift may not be the most obvious idea, but as we’ll see, some products just need the right positioning.
In the Subject Explorer chart below, you can see the most shared posting themes from 5 top dental care companies over the past 3 months. Interestingly, you can see ‘gift’ is the most highly shared topic with at least 4 total posts during the time period.

You can also see a number of campaign themes, often identifiable by their hashtags, that would be interesting to explore. However, I’m interested in seeing how one sells a dental care product as a gift. The Subject Analyzer report below is the breakout of how that term was used by Oral-B.

As we mentioned, it’s often a matter of having the right positioning for your audience. Start with a practical dad, throw in father’s day even, and suddenly a dental product can make a pretty appealing gift. And for those of you familiar with typical Engagement-to-Fan ratios, you can see the performance for these posts was strong.