'Opinions' Category

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.

An Instagram Leaderboard for Top Fashion Apparel Brands

Posted by Doug Schumacher on July 27th, 2015 at 10:35 am

Instagram and it’s stylized photos is obviously a natural fit for Instagram. So let’s take a look at a leaderboard of top Instagram KPIs for some of the leading apparel brands in the US market. The leaderboard chart below is for the month of June.
Immediately noticeable is that these brands have really been beefing up their Instagram follower counts. H&Ms 8 million plus followers looks more like a major brand’s Facebook fan count.
These brands are still aggressively growing their follower counts, as well, as identified in the “% Change Followers” column. Those are single month increases!

Another KPI worth noting is the average posting volume of 60 times per month. Those are Twitter-like figures. Sure, Abercrombie & Fitch and American Eagle are jacking that up quite a bit, but across the board most brands are posting at a strong rate.
Below is an overview of the topics and themes posted in June. I’ve adjusted the sliders to only show terms posted by 2 or more brands, to capture the more universal themes, instead of high-volume brand campaigns. You can see that these brands are in full summer content mode based on the largest (most frequently posted on) terms below.

Can Technology Help Solve California’s Drought?

Posted by Neal Leavitt on July 26th, 2015 at 11:48 am

On April 1st, California Gov. Jerry Brown issued an executive order mandating a substantial reduction in urban water consumption compared with 2013 levels. One key element - a 25% reduction in urban water use to help mitigate the state’s worst ongoing drought in more than a century.
And while a number of climatologists and meteorologists have predicted a better than 50% chance of an El Nino winter – which means greater than average rainfall- there’s no guarantee that the desperately needed rain will arrive.
Enter the Internet of Things (IoT). The drought has spawned a welter of startups and innovative partnerships with public agencies and the private sector that utilize the IoT to find smart solutions to manage both water distribution and electricity use.
A few examples:
The Monterey Regional Water Pollution Control Agency (MRWPCA) has teamed up with Candi Controls and MC Engineering to install a system of low-cost, industrial-class IoT devices. By collecting data from connected sensors, the system is helping to optimize distribution of reclaimed water among farmers and everyday users; it also minimizes energy by tracking usage and power consumption.
According to Tom Kouretas, an MRWPCA engineer, the agency is able to mitigate some of the costs associated with... Read more

Two Case Studies That Analyze The Benefits From Content Marketing

Posted by Ian Mcgrath on July 20th, 2015 at 12:58 pm

In a recent column on this website, I had mentioned how even the most savvy B2B marketers struggle with content marketing. It is not because these marketers do not realize the potential with this strategy. Rather, it is because B2B industries are often deemed “boring” with little scope for experimenting with content strategies. In reality though, that is not the case.
In this article, we will take you through three case studies where businesses used content marketing effectively to reach their targets.
'Get Optimistic' by Xerox
The 'Get Optimistic' content marketing campaign was launched by Xerox in early 2012 after initial studies showed that there was little to no difference between Xerox and its competitors when it came to value propositions. It seamlessly integrated the company's content marketing with sales outreach. The campaign began with targeted biweekly emails to prospects that directed prospects to a personalized microsite.
This email was followed by a series of phone calls from the Xerox sales team to the targets. This was followed by the launch of a 'Chief Optimist' magazine in partnership with Forbes which was then sent to the prospects. The results from the campaign were staggering. Over 70% of the targeted prospects interacted with the microsite.... Read more

Which social media networks do yogurt brands post on most?

Posted by Doug Schumacher on July 20th, 2015 at 9:23 am

As we’ve noted with other industries we’ve analyzed, how the brands allocate their posting across the different social media networks gives a good idea of how much they value each network.
Let’s take a look at the yogurt industry for the month of June, in the Global Posts Leaderboard, below.
Looking at the industry average line, you can see that Twitter is the clear leader in this category. Google Plus is a surprising second, given there seems to be less of an understanding of that network’s value. Of course, the Google Plus posting volume average is made up of only two brands, as well, which can certainly skew the results.

So lets look at the leading network, Twitter, and see how each brand is performing there.
Below, we look at the Twitter Leaderboard to see a number of performance metrics for each of the brands active on that network. Chobani not only leads in posting volume, but also has a remarkable engagement rate for their posts. Over three times the industry average in engagements-to-fans ratio
One interesting note is that Chobani’s growth rate is also a clear leader in this category and network. It shows how leading brands are willing to dedicate themselves to a network, and... Read more