'Social Media' Category

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.

Selling Your Personal Data: Is It Worth It?

Posted by Neal Leavitt on July 20th, 2014 at 3:00 pm

Last year a student at New York University threw out an interesting challenge – via a Kickstarter campaign, he offered to divulge 60 days worth of private data gleaned from his digital devices.
He raised $2,733 from 213 backers.
And earlier this year, a research team at the University of Trento in Italy reeled in 60 people and their smart phones to participate in an experiment that recorded various personal details and created a marketplace to sell the data. These included phone calls, apps being used, time spent on them, photographs taken, and users’ locations 24/7.
Each week, as reported by MIT Technology Review, the participants took part in an auction to sell the data, e.g., they might want to sell a specific GPS location or total distance traveled, or locations visited on a given day.
While reporting all results could be the topic of another post, in brief, Jacopo Staiano, who headed up the research team, said there were a few key findings:
• Location is the most valued category of personally identifiable information;
• Participants valued their information more highly on days that were unusual compared to typical days;
• People who traveled more each day tended to value their personal information more highly.
Almost 600 ‘auctions’ were... Read more

Facebook's Powerful New Audience Insight Tool – What, Where, and How

Posted by Katya Constantine on July 11th, 2014 at 9:14 am

In order to make it easier to research and understand your target audience, Facebook recently enhanced the Audience Insights Tool. Previously, audience segmentation was only possible in the Power Editor or Ad Creation Tool and the resulting information was not extremely detailed. Now you can target your audience and easily discover insights about it before creating your first ad!
To get started – select Audience Insights from Ad Manager and decide whether to target your Facebook fans or all Facebook users (or a previously created custom audience). The basic details about your audience can be set once this decision is made.
In our example we want to create an audience for a new organic health food product. To start, we select individuals “25 years or older” in the United States. Under interests we add “health food” and “organic food”. The tool immediately reflects our selections and shows how our audience compares to Facebook’s as a whole.

With this basic information set, there are many options for additional filters such as financial information, political leanings and life events. In our example we select individuals with an income of $50,000 or higher, further refining our audience.

Once filters are set, it is easy to view detailed information... Read more

How Sharing the Right Content Can Empower Your Social Selling

Posted by Tara Meehan on July 10th, 2014 at 9:47 pm

It’s human nature to do things just for the sake of doing them. You watch TV because it’s there and it claims to be smarter than you. Maybe you surf the net because you have other stuff to do but just don’t want to be bothered. No judgment. Most times, doing stuff just to do it is harmless. But in business, specifically in marketing and sales, doing something just to say you did can be disastrous. Nowhere is this more apparent than in the majority of social media content sharing approaches I see on a daily basis. Honestly, it’s a bit of a horror show.
Before you share your next piece of 3rd party that’s about nothing at all or proprietary social content that goes right for the sale, I want you to ask yourself 4 questions:
1 – Who are you? – This should be easy but it’s quite possibly the hardest question you’ll ever have to answer.
2 – What do you do? – Don’t just answer with a title. Go beyond that.
3 – What are you truly passionate about? – This doesn’t have to be a professional passion. If you’re a sports nut, own it.
4 – How can you bring... Read more

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