'Web Analytics' Category

Account Based Marketing & More – 3 Tips to Transform Your B2B Marketing for 2015

Posted by Willie Pena on May 15th, 2015 at 7:40 am

According to Demandbase CMO Peter Isaacson during the firm's Marketing Innovation Summit for B2B opening keynote at the AT&T Park in San Francisco a couple of weeks ago "Its a great time to be a marketer."
And while some might counter that it is not -- due to greatly increased competition, a still-cautious spending environment, and a confusing assortment of marketing solutions being brought to market at a breakneck pace -- I agree with him. We have a plethora of new tools which are making our jobs easier, albeit at the cost of having to maintain a near-constant devotion towards educating ourselves on the latest methodologies, lest we get left behind.
To help you stay up to speed, I have put together a few tips based on conversations with a couple of forward-thinking marketing technology companies on what they think marketers should be doing right now to transform their businesses.
1. Get contextual
As I reported back in March, context is increasingly important as a marketing concept. It means delivering relevant content based on what the prospect or customer is doing right now, in real time, on whatever device they happen to be using.
In a recent conversation I had with Patrick Tripp, Senior Product... Read more

GoPro is crushing it on Instagram

Posted by Doug Schumacher on May 14th, 2015 at 9:05 am

We just pulled some data from the consumer electronics category, and GoPro is putting up some remarkable numbers of engagements, especially on their Instagram account.
The Engagement Leaderboard directly below shows the total number of engagements generated by public posts on various social networks for major consumer electronics brands, during the month of April 2015. The GoPro engagements on Instagram alone put them in a class by themselves.

Yes, they have a lot of Instagram followers, at over 4.5 million. Yes, they post a lot. More than any of the other consumer electronics brands. But whatever the case, they generated 18 million engagements last month. Many brands would be ecstatic to just have that many monthly impressions in social media.
So let’s take a closer look at how GoPro approaches their social media content.
Below is Zuum’s Subject Analyzer for GoPro’s posting on Facebook, Instagram and Twitter. It breaks out GoPro’s activity across those three networks into various posting and engagement calendars, as well as the top content themes, and the top posts.
It’s interesting that despite only 22% of their posts happening on Instagram, that network is generating the majority of the impact in terms of engagements, per the Posts and Engagement charts below.
The next two charts down on the report, Posting... Read more

Social media activity benchmarks for snack foods

Posted by Doug Schumacher on May 13th, 2015 at 9:05 am

What are the high-level social media trends for snack foods? Today we’re going to look at 4 simple, easy to follow charts and how they can give you a good industry landscape overview. The data analyzed is for activity during April, 2015.
We’ll start with several big questions everyone typically wants to know. What are the fan counts and how are those fans distributed across the various social media networks.
In the fan leaderboard below, the large community sizes are immediately noticeable. There aren’t many industries that have 5 brands with over 10 million Facebook fans. Also notable is the dominance of Facebook for this industry. In fact, there isn’t one brand listed in which Facebook doesn’t have over 98% of their total social media community size.

Next we’ll look at how fast those networks are growing. Most impressive is Oreo’s Instagram account, growing at 39% during April alone. Considering they already have over 400k followers, that high of a growth rate suggests they see a lot of future potential in Instagram. It’s likely they’re employing some type of promotion to drive that growth, something that could be easily analyzed by reviewing their Instagram posts and the consistency of their fan growth curve line, both viewable in Zuum.

Posting volume... Read more

How children’s hospitals celebrate birthdays on social media

Posted by Doug Schumacher on May 12th, 2015 at 9:05 am

For hospitals, posting on social media involves some pretty serious topics. Much more so than what most brands will ever address. At the same time, they tell stories of remarkable human triumph.
In taking a closer look at what this industry posts, we’ve analyzed 9 children’s hospitals, below. The word cloud features all the topics they posted on at least 15 times on either Facebook, Twitter or Instagram, between March 1 and April 30, 2015. The various topics speak to the emotional range of the content these hospitals publish.

I was curious to see how various hospitals approach the topic of birthdays. That theme presents a situation where the hospital can share some of the more impacting patient stories, yet frame it around an event we can all immediately relate to.
Below is an analysis of every post on ‘birthday’, showing how the posts and engagements happened across the various social networks, the posting calendar of each brand and network, and the top posts for each network.

If like many social media professionals, you use the engagements-to-fan ratio as an engagement rate metric for competitor analysis, you’ll appreciate the remarkably high E/F numbers in these posts visible under each post. The Facebook post is exceptionally high, not to mention the... Read more

Just what is Skittles posting on Twitter?

Posted by Doug Schumacher on May 8th, 2015 at 9:43 am

Skittles has been one of the more interesting brands online, known for a unique, often abstract approach to everything from their website to their tweets. Their Twitter posts in particular have been cited for their off-the-wall style. Marketing messages living outside the usual strategic boxes can seem difficult to analyze, as it's often not something we've seen before.
So I want review the topics Skittles has been posting on Twitter over the past 6 months and take a deeper dive into the tweets behind those themes.
Below is a word cloud showing the topics of Skittles' tweets during the 6 months from November to April.

Much of that time period was during the NFL's runup to the Super Bowl. With a brand so focused on being in the conversation of the moment, it makes sense to see so much content focused on that.
With the most engaging terms in red and at the center of the mix, you can see a lot of activity around moneylynch, the Twitter handle for Seattle Seahawk's running back Marshawn Lynch, as well as other football-related topics.
Skittles and Marshawn Lynch have had a particularly interesting relationship going back to his junior football days, and the brand made the relationship an official sponsorship. So lets take a look at how Skittles,... Read more