Tagged 'advertising'

Facebook July Leaderboard for CPG Dips and Dressings

Posted by Doug Schumacher on August 17th, 2015 at 11:36 am

CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.

Fan growth rate is also relatively strong, averaging almost 2% for the industry. That would be around 25% growth per year, and you can see Litehouse Foods, the second largest brand in this group growing at well over 5% in July.
Yet another interesting view on this chart is the comparison of the Engagements column to the 24h Engagements column. As we explain in this post about how to estimate the percent of engagement of a competitor’s post that was generated by paid promotion, It looks... Read more

3 Social Media Campaigns from Luxury Auto Makers in July

Posted by Doug Schumacher on August 14th, 2015 at 10:28 am

This past July there were some social media campaigns in the luxury auto industry worth taking a closer look at. Below, in the Subject Explorer chart, you see the topics brands were posting on the most, and with the most engagement (see the legend at the bottom of that chart).

The #acuransxontour hashtag really jumps out for both it’s high volume and high engagement rate. The analysis of this campaign is directly below, in the Subject Analyzer.
They’re taking an Acura NSX on the road and the first stop was Chicago. Where to next? Follow the car around the country — that’s the central theme here, which you can see outlined in the Top Related Terms chart, below.
In the Posts chart below, note the even distribution of posts around the 3 social networks. Of course, where engagement happens is another thing entirely, and like many of our previous campaigns we’ve highlighted, Instagram takes the lead here.

The next campaign, #nyfwm from Cadillac, is centered around New York Fashion Week: Mens. As this is only a several day event, the campaign’s duration is going to be quite different from the NSX road trip. This is clearly highlighted in the Posting By Day chart. However, in... 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

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
NEW: JOIN OUR LINKEDIN... Read more

Analyzing top social media posting keywords in any industry

Posted by Doug Schumacher on July 31st, 2015 at 7:18 am

Understanding what topics other brands in and around your industry are posting on, and how they perform, can accelerate your understanding of social media content as it pertains to your own brand.
So lets take a look at how you can get informative views of what’s working from several different vantage points. To do this, we’ll look at Zuum’s Subject Analyzer for posts on Facebook, Twitter and Instagram for the retail fashion industry for the following brands: Abercrombie & Fitch, American Eagle Outfitters, Banana Republic, Diesel, Gap, H&M, Levi’s, Lucky Brand, Roots Canada andTommy Bahama,
The first view is the default setings, below. Note the legend on the chart for meanings of size, color and positionings of each of the terms. This is a very broad view, capturing the greatest number of topics.

The above view is interesting, but perhaps a little noisy with so many keywords. So I can adjust the “Minimum average engagement” slider to show only those posts with average engagement and above. Say around .2% engagement, as I’ve done in the chart below. Notice how this removes many of the lower performing terms, making a bigger distinction between keywords performing around average and the absolute top terms.
An example of that is the #styledby hashtag, which is orange in the above chart... Read more