Tagged 'branding'

Joseph Carrabis' Under the Influence: Reading Virtual Minds Volume I Science and History, 4th edition

Posted by Joseph Carrabis on August 26th, 2015 at 11:12 am

Buy this book to make me happy

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

What tourism DMOs are doing on Instagram

Posted by Doug Schumacher on August 13th, 2015 at 9:27 am

Last year we reported how tourism DMOs are using Instagram to generate impressive engagement levels. So thought we’d check in on some of the leading brands in that industry and see what they’re current Instagram activity looks like.
In the Instagram Leaderboard chart below, we’ve tracked some of the largest state tourism DMOs for the month of July. The chart contains the major high-level KPIs used to evaluate social media activities. Posting volume is always one of the big questions, and the posting rate is more than one time per day for these tourism offices, at an average of 34 posts per month each. Colorado is posting over two times per day average, at 81.

The fan growth rate column shows in impressive average of over 10%, just in July alone. That means on average this industry will double their Instagram fan count in 7 months. If Florida keeps their pace up, they’ll double in 3.5 months.
Of course it’s easy to grow a community quickly when it’s small. So how do these Instagram fan counts compare to other networks in this industry? The Global Fan Leaderboard below shows that while some brand have attained considerably high fan counts, like Pure Michigan, in general, all these DMOs still have... 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

Facebook Leaderboard for top Fruit Juice Brands

Posted by Doug Schumacher on August 10th, 2015 at 10:55 am

The leaderboard below shows how the top CPG fruit juice brands are performing on Facebook. This data is for the month of July, 2015.
Several interesting things stand out. The average posting volume of 20 is about 1 time per weekday, with Dole posting 45 times.
You can also see from Minute Maid’s engagements generated that you don’t have to have the most fans or the most posting volume to generate a lot of engagement. How are they doing that? It looks like a lot of their engagement has come from promoted posts, as you can see by comparing the total Engagements to the 24h Engagement columns. The bigger the difference between those two, the more likely they’re driving a lot of engagement from promotion (more on our post promotion detection method here).
That said, even when filtering out much of the promotional impact, as the 24h Engagement column does, we still see Minute Maid generating the most engagement, with a below-average fan count and posting volume.

Brands wanting to assess what works in this industry on Facebook would do well to analyze Minute Maid’s activities. Things like when they schedule their posts, what media format they use, and what topics they post about. Zuum’s Subject... Read more