'Web Analytics' Category

Report: Social Media Benchmarks for Consumer Electronics Brands

Posted by Doug Schumacher on April 8th, 2015 at 9:34 am

If there’s a product category well suited for online content creation, it would be consumer electronics. Many of the products are used in the creation of social media content by everyone from major brands to individual consumers. Yet there’s a considerable gap here in how these brands are approaching social media. In this report, we’ll take a look at a couple of benchmarks that tell a lot about these brands from a high-level POV.
Highlights

Exciting products activate consumers. GoPro, through a mix of product innovation and must-see content, has surpassed legendary brands with long-standing reputations.
Activity in one social networks sets a pace for other networks. The brands succeeding overall are doing so because of an across-the-board dedication to social network posting.
GoPros posting volume of 27 posts in a single week on Facebook is almost two times the nearest competitor.

Social Media Case Study :: Higher Education

Posted by Doug Schumacher on April 1st, 2015 at 2:23 pm

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.
In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.
Highlights of the case study

Highest engagement rate of all graduation campaigns: 58% above competitive average
Single highest engagement rate of any social media account: Instagram
Early content scheduling ramp-up: 12% increase in engagement

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.

The Single Biggest Mistake Marketers are Making?

Posted by Willie Pena on March 19th, 2015 at 6:23 am

To answer this question, I turned to Jerry Jao, CEO and Co-Founder of Santa Monica, CA-based Retention Science. His firm sells an automated marketing platform which profiles and predicts customer behavior in order to deliver contextual messaging at the best possible times. If you read my  earlier piece with my coverage of Adobe Summit, then you know just how important context is becoming to marketers.

While whoever I ask about the biggest marketing mistakes has their own bias and provides a different response, Jerry's answers reiterate a well-known -- yet often ignored -- precept about customers and how to derive the greatest ROI from marketing dollars: namely, it costs far less to retain existing customers than to market to new ones.
Read on for his take on the subject.
Tell me a little about your background and why you decided to found Retention Science?
Both my co-founder and I had experience selling products online, from video games to comic books to electric violins. We soon saw firsthand the challenge of retaining existing clients, and just as quickly realized that our problem was far from unique. Most businesses were not – and still aren’t – spending enough on customer retention.
This was despite the... Read more

Report: Fashion Events & Social Media: 4 Campaigns Analyzed

Posted by Doug Schumacher on January 29th, 2015 at 4:08 pm

How does a fashion brand leverage a major industry event? This report analyzes the content strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following slides will reveal details about each brand’s posting calendar, social networks employed, engagement levels generated and the posts that made the biggest impact.
Highlights

Instagram is the dominant social network for live fashion events
Only 1 of the 4 campaigns included posting to Facebook
Posting for each brand is scheduled around their live fashion show