Tagged 'brand strategy'

Hacking – brands' integrated media nightmare

Posted by Brant Emery on October 28th, 2015 at 9:23 am

Or: Why Brands Need to Stop Failing in Managing This Type of Crisis Now. Thank you.
Or Or: TalkTalk, you're on the right track! Don't fail now.
We all get hacked. Hacking is a modern crime that is flourishing. As CNN reported back in September 2014, this is the Age of Hacks. Hacking is something that will affect 1 in 2 of us in our lifetime. With credit card details worth an estimated $102 per card on the dark markets, this is the new crime d’jour – and one that offers a distinct set of challenges for brands.
The True Costs of Hacking
The direct costs are often substantial but hard to define exactly due to lack of direct consequences, in many cases. Blue Coat created this informative infographic detailing several big brand examples. Classic costs include, lost business time, internal costs, security investigations, new IT systems, etc. What’s often left out is the brand impact. In many cases, this is substantial, because hacking is unlike any other brand threat.
Why is Hacking such a Unique Brand Crisis?
As the Sony Pictures CEO himself succinctly said in a WSJ interview “You can’t be caught in the headlights doing nothing.” The hacking of Sony Pictures is a... Read more

Knowing Your True Purpose As A Company: Panera Bread

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on September 24th, 2015 at 10:06 am

Panera Bread is a brand that knows its true purpose, and it is evident in every aspect of the organization. Panera is “simple pleasure, honest and genuine.” With the eating health of the nation becoming a fast growing problem, Panera, as a purveyor of food, has made a decision to become a part of the solution rather than the problem, and they implement that choice in every action they take.
Panera is personally invested in the state of the nation’s health - they want to serve food they would eat themselves and prepare for their own children. They care about how their food is made, sourced, handled and prepared. They voluntarily post calories on their menus, remove artificial ingredients from their food and offer poultry raised without antibiotics. They have changed the status quo of fast food restaurants – setting a high bar – to proactively participate in changing the options that people have in the areas in which they operate.
Panera understands their responsibility to do and be more. However, they encourage others to be a part of the solution as well. They encourage suppliers and competitors to rethink the way they do business and for customers to care... Read more

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