Tagged 'branding'

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

How state tourism offices are selling adventure

Posted by Doug Schumacher on May 19th, 2015 at 9:05 am

Tourism is a business category rich in emotion and excitement. In this post, we’re going to analyze the content posted by state tourism offices and see what themes they post about the most, and how they talk about them.
We’ll start by taking a look at only the most powerful topics posted about by this industry. Topics used 50 or more times, on a single network, from Feb 1 – Apr 30, 2015.  You can see these topics in the word cloud below. There are a number of interesting themes to explore here. Family, weekend, adventure, festival, winter and spring. What I’m most curious about is to see how different brands approach the same subject. Do they post on the same networks, use the same type of content, and talk about the same related features.

For this exploration, I’m going to select ‘adventure’. This topic should appeal to a broad range of tourists, and should be interesting to see how different states approach it.
Below is a breakout of all the posts using the term ‘adventure’. In the Posting By Day and Engagements By Day charts, you can see this topic was used by most of the 9 brands analyzed here. Looking at the Top Related Terms cloud, we see topics... Read more

3D Projection Mapping vs. Augmented Reality: Q&A with Go2's Adrian Scott (Concl)

Posted by Rick Mathieson on May 13th, 2015 at 5:37 pm

"Like magic before your eyes."
That's how Go2 Production's Adrian Scott puts it when comparing 3D projection mapping to most virtual and augmented reality experiences requiring mobile phones, Oculus Rift, Google Cardboard or other consumer devices to enjoy.
In the conclusion of my recent conversation with Scott, we talk about a 3D projection experience we developed for Seagate Technology's brand relaunch at CES this January.
Playing off the "data tile" elements of Seagate's new Living Logo (the world's first patent-pending brand identity), the experience (video at top) features the voice talent of William Lyman (narrator of "PBS Frontline"), as well as an original score from from Alain Mayrand, who did orchestrations for the movies "Ender's Game" and "Elysium").
Be sure to check out the behind-the-scenes video, too (directly above).
And then listen to the finale of our audio interview, where you'll hear about some of the considerable challenges associated with trying to pull off a 3D projection like this in the middle of the day, in a very unconventional space—and about Scott's favorite 3D projection project ever.

CLICK HERE TO LISTEN TO: 3D PROJECTION VS. AUGMENTED REALITY - A Q&A WITH GO2'S ADRIAN SCOTT (Conclusion)
(Approx 4:47)
PLUS:
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection... Read more

Ecommerce Marketing- First Impressions Matter

Posted by Matt Zajechowski on April 13th, 2015 at 2:21 pm

Within about 100 milliseconds of meeting someone new or encountering a new product for the first time, you’ve already formed a first impression- and a strong one at that, since first impressions often remain intact even when contradicted by factual information. With that in mind, it’s no wonder that ecommerce companies are starting to devote more time and attention to custom packaging. However, there’s more to custom packaging than just cleverly branded packaging in your company’s colors. Here’s how custom packaging can impact a buyer’s first impression, and what custom packaging entails besides branding.
When customers go online and purchase your product, they don’t have a real tactile experience with your product until it arrives in the mail. Your packaging, therefore, is the first impression many of your customers get of your company and its products. A shabby, sub-par package will disappoint your customers, even if the product inside is high-quality.
Consumers have come to appreciate and even expect high-quality custom packaging. Within the past five years, “unboxing” videos have become popular on YouTube. In these videos, buyers record themselves “unboxing” an item they have purchased or received, taking first impressions to another, more visible level. In fact, since 2010, the number... Read more