'Web Analytics' Category

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

Social Media Helping Level the Playing Field for Craft Breweries

Posted by Neal Leavitt on June 29th, 2014 at 8:14 pm

Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more

Google Data Protection Opinion May Ruffle Feathers of Businesses Worldwide

Posted by Neal Leavitt on May 30th, 2014 at 6:43 pm

A non-binding opinion handed down earlier this month by the Luxembourg-based Court of Justice of the EU (CJEU), the European Union’s highest legal authority, is roiling the business community. While the opinion needs the approval of all 28 EU governments before it can become legally binding, there’s already a lot of online chatter about the potential blowback to businesses operating in the EU.
The case followed complaints in March 2010 from Mario Costeja Gonzalez, a Spanish lawyer, who said that when Google’s search results revealed details on an auction of his repossessed home in a local newspaper (La Vanguardia), it infringed on his privacy rights.
CJEU ruled that people have the “right to be forgotten” and can ask Google to remove some sensitive information from Internet search results. Tech companies, noted the Financial Times, fear it may be “the beginning of a broader assault in which Google would be regulated like a utility.” Or to use an oft-used English idiom, it could be “the thin end of the wedge.”
No surprise then that organizations and associations from all walks of life are now weighing in with their two bits/bytes.
“Individuals may now have the ability to essentially go in with a... 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.

Dispelling the Myth about Customer Touchpoints

Posted by Jeannie Walters on May 20th, 2014 at 7:41 am

Creating an inventory of all of the touchpoints within the customer journey helps define a lot of moments, both good and not-so-good. When done thoroughly, a touchpoint inventory can be a great launch pad into your customer experience improvement initiative.

But what exactly IS a customer touchpoint?
According to Wikipedia:
Touchpoint (also touch point, contact point, point of contact) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
Wikipedia is spot on, if you happen to be viewing your customer's journey from within the vacuum of your own organization. And too often, that happens to be the case. Customer touchpoints generally are not well understood or appreciated from the customer’s perspective. And they are definitely not just "business jargon." But they can be meaningless unless the company understands them as a complete inventory and as individual opportunities to improve the customer experience.
Awareness and understanding of  your customers’ current situations, and what drives them toward loyalty or defection, is the essential to delivering a superior customer experience. Understanding the actual touchpoints your customers have with your organization is a basic part of that understanding.
Most companies, when defining their customer touchpoints, list things like:

Direct Mail
Web Sites
In-Store Sales Associates
Welcome Letters/Customer Communications
Customer Service Call... Read more