'Web Analytics' Category

Analysis of social media campaign #obeyyourverse from Sprite

Posted by Doug Schumacher on July 23rd, 2015 at 9:29 am

In reviewing the soft drink category for content trends, I found an interesting campaign from Sprite that’s worth a closer look.
I’ll typically review campaigns for an industry at least monthly, to see what the latest developments are. Keeping a watch for new campaign themes and which themes are the top performers. The process begins with a review of the top subjects for any given time period. Could be a week, month, quarter, or whatever. This time I picked June, reviewing the most used and engaging posting topics for the month in the Subject Explorer chart in Zuum, below. This is for the top soft drink brands.
As hashtags are generally good indicators of campaigns, I’ll typically looks for ones that are both fairly large (indicating volume) and orange or brighter (indicating higher engagement). Below, the #obeyyourverse stands out on both accounts. It’s also an interesting play off Sprite’s overall campaign theme, Obey Your Thirst.

A click on that topic takes us into the Subject Analyzer, below, which gives us a complete breakout of the campaign (in this case, I changed the dates to reflect the duration of the campaign.

While many campaigns peak towards the end of their run, this one has a series... 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

Chart: Most-shared luxury fashion topics on Facebook

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

Let’s take a look at the most highly-shared topics on Facebook for luxury fashion brands. Below, in the Subject Explorer, you can see the most shared topics for the month of June. I’ve tweaked the sliders a bit to see topics with at least 4 posts during the month, to make it less likely to be driven by a single post. And I’ve also set the minimum number of pages to 2, to get topics that are used across more than one brand.

You can see from the engagement level legend on the right that the high sharing rates in these posts also led to high engagement rates, given the number of dark red topics in our cloud. Looking at the specific terms, I’m particularly interested in the hashtag #mfw, as hashtags are typically a more unified theme or topic.
So let’s take a look at that hashtag to see what it’s about and which brands are using it.
Below is the Subject Analyzer for #mfw. You can deduce from the Top Related Terms chart that this is about Milan Fashion Week, as well as see various metrics on how each brand utilized that hashtag. Twenty-two posts in a few days is pretty high... Read more

Top 20 pet food posts on Instagram for June

Posted by Doug Schumacher on July 9th, 2015 at 9:35 am

Categorically, pet food brands have been a little slow coming onto Instagram, which seems odd given that it’s such a visual medium, and it would be hard to think of a more photogenic subject than pets. But some brands are taking advantage of that situation. For those posting on Instagram, many are posting much more than on their other social networks, which implies that they like what’s happening when they post.
So this post is simply a look at the 20 most engaging posts for June for the brand we analyzed, based on the engagements-to-fans ratio. As you can see below, pets make for some pretty funny photos. And that’s obviously a good match with Instagram.

Why so few World Cup victory posts on Facebook from US Women’s soccer sponsors?

Posted by Doug Schumacher on July 8th, 2015 at 9:19 am

In an analysis of 12 of the 14 official sponsors of US Soccer, I found only 3 posted about the women’s World Cup victory on their Facebook pages (I used the Facebook pages featured on each sponsor’s website listed on the sponsor page).  It struck me as odd that more brands weren’t joining the rest of the country in a little flag-waving over the championship. Really, what are they paying those sponsorship dollars for?
Below, in the Subject Analyzer, is a breakout of all 6 posts from the sponsors for the week of July 1 – 7, the week surrounding the World Cup game. You can see the specific terms searched for in the posts — “soccer”, “cup” and “uswnt”. The Posts chart shows the post are, not surprisingly, all photos. And the Engagements chart shows a good amount of sharing. So the topic seems to be of interest to the fans of those brands.

To further demonstrate how little mentioning there was of the USWNT victory, here are the topics posted on during that week by the sponsors. Yes, it was July 4th, and that’s a big deal for US brands. But Sharkweek over a World Cup championship?

Here are the various brands involved in this analysis. You can see a... Read more