Tagged 'brand strategy'

How much impact are hospitals getting from Instagram?

Posted by Doug Schumacher on June 10th, 2015 at 12:46 pm

For more visually-driven industries, like fashion, Instagram is driving some impressive engagement levels. However, with other industries, the value of Instagram may be less apparent, and require some additional analysis.
Let’s take the category of children’s hospitals, and see how we might assess the potential of Instagram for this industry. It’s notable that less than half of the children’s hospitals we looked at even had Instagram accounts. But by analyzing how Instagram performs for those hospitals relative to their other social media accounts will tell us a lot about the impact of that network.
To start, we’ll look at the overall posting activity for the month of May, 2015 for the four children’s hospitals active on Instagram. This is presented in the Instagram Subject Analyzer, below.
Instagram activity for Children’s Hospital brands

In the Posts chart, it shows a total of 40 posts for May from these 4 brands. Not a high level of volume. We can compare that to the posting volume on other networks in the Global Posts Leaderboard, below. Instagram is one of the least posted on networks for this group of hospitals.

Should they be posting more? That would depend in part on how their Instagram posts are performing. So let’s look... Read more

How much video are brands posting on Instagram?

Posted by Doug Schumacher on June 4th, 2015 at 12:00 pm

It’s been two years since Instagram introduced short videos to their platform. How much have brands adopted this new format? Below, we’re going to take a look at 5 industries to see which are using video the most, and the least. The data represents these brands’ posting activities on Instagram for the month of May, 2015.
First up is Apparel. This would be an industry I’d think would be primed for the use of video, as fashion is so visually driven. However, the video percent of the content is a pretty thin slice.

For luxury autos, we can see a slightly higher percent. Auto manufacturers have a lot of video content, which certainly helps increase posting volume.
Luxury Autos

Soft drink brands generally have large budgets, and also tend to be more on the cutting edge of advertising technologies, so it’s probably not surprising to see them exploring video on Instagram. And with Instagram videos in the 3 to 15 second time range, it’s easy for brands to do something more creative that doesn’t require a large budget or an existing stockpile of footage.
Soft Drinks

The luxury fashion industry is posting more than the mainstream apparel brands. Perhaps not surprising as they frequently feature video from runway... Read more

A week of social media activity in the yogurt category

Posted by Doug Schumacher on May 26th, 2015 at 4:04 pm

Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View

The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total... Read more

How Lincoln Motor is using social media content to rebrand

Posted by Doug Schumacher on May 20th, 2015 at 9:05 am

Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.
Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.
Topics Used in April 2015

While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.
Analysis of posts on ‘concept’ during April

In further analysis of which brands were posting the most in the Posting By Day chart,... Read more

What’s on your Radar?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.