'Web Analytics' Category

What tourism DMOs are doing on Instagram

Posted by Doug Schumacher on August 13th, 2015 at 9:27 am

Last year we reported how tourism DMOs are using Instagram to generate impressive engagement levels. So thought we’d check in on some of the leading brands in that industry and see what they’re current Instagram activity looks like.
In the Instagram Leaderboard chart below, we’ve tracked some of the largest state tourism DMOs for the month of July. The chart contains the major high-level KPIs used to evaluate social media activities. Posting volume is always one of the big questions, and the posting rate is more than one time per day for these tourism offices, at an average of 34 posts per month each. Colorado is posting over two times per day average, at 81.

The fan growth rate column shows in impressive average of over 10%, just in July alone. That means on average this industry will double their Instagram fan count in 7 months. If Florida keeps their pace up, they’ll double in 3.5 months.
Of course it’s easy to grow a community quickly when it’s small. So how do these Instagram fan counts compare to other networks in this industry? The Global Fan Leaderboard below shows that while some brand have attained considerably high fan counts, like Pure Michigan, in general, all these DMOs still have... Read more

Pet Food Social Media Campaign #becausebacon Analyzed

Posted by Doug Schumacher on August 11th, 2015 at 12:37 pm

The Beggin’ pet food brand has recently launched a new social media campaign around the hashtag #becausebacon. The Subject Analyzer report, below, includes a number of key metrics showing the calendar, network distribution, and related topics for this campaign.

The Posts chart shows that 71% of the campaigns posts are happening on Instagram. Looking at the next chart over, Engagements, you can see why. The brand’s Instagram content is generating an engagements-to-fans ratio significantly higher on that network than either Facebook or Twitter.
Looking at the Posting By Day chart, we see that Twitter and Facebook have only been used for the launch day, and the most recent day of posting, with the rest of the posts going to Instagram. Given the brand’s large community size on Facebook (see the Global Fan Leaderboard below), my assumption is that the brand is using dark, or targeted, posts to reach their Facebook community. Their fan base on that network is too large to not be leveraging for a campaign like this.

Taking a look at the brand’s content distribution for all public posts during this time period (July 1 – August 11, 2015), the Subject Analyzer report below shows the brand even more focused on Instagram.... Read more

Breaking Down The #chipotlecultivate Facebook campaign

Posted by Doug Schumacher on August 5th, 2015 at 9:08 am

Take a look at what an innovative brand like Chipotle does for their big Facebook campaign for the month of July, 2015.
Below is the Subject Explorer for June. These are all the topics Chipotle posting on. You can see how the #chipotlecultivate campaign pops out, for both its volume and engagement level, per the legend on the upper right.

Naturally that sparks curiosity around the #chipotlecultivate hashtag. From there, we can see exactly what type of content is behind that keyword, the calendar they posted on, and so on. Below is the Subject Analyzer with those data views, and more. Note the Top Related Terms chart, which gives you a sense of what the overall campaign is about.
The fan-generated content down in the lower right of the chart below is nice, too. You can see they set up a booth at the event to enable consumer posts with the event and Chipotle brand.
And it looks like Chipotle put some budget behind this campaign, as identified by the difference between the 24-hour engagement rate, and the normal engagement rate (more about how we detect post promotion here).
The Cultivate event is actually a series of events, and I’m guessing that Chipotle used private posting to reach specific groups... Read more

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