Tagged 'content marketing'

Report: Beauty Brands on Instagram

Posted by Doug Schumacher on May 29th, 2014 at 4:22 pm

As our recent report “7 Brands Generating More Engagement on Instagram than Facebook” highlighted, brands are definitely connecting with their audience on platforms outside Facebook.
This reports delves into the beauty category. Looking at how activity compares between Facebook and Instagram, and what brands are doing to success on Instagram. The report compares ten top beauty brands across 6 social networks: Facebook, Twitter, YouTube, Google+, Instagram, and Pinterest.
Highlights

Facebook is the dominant social network in terms of fan count: Average of 72% of all communities reported on
Instagram is only the 4th largest community based on industry average.
Industry-wide, 77% of all social content engagements are happening on Instagram. Facebook garners 27%.
NYX, the brand with the smallest overall fan count, has the most overall engagements (97% of those engagements happened on Instagram.)
Engagement rates for the top industries are: Facebook = .13%, Twitter = .019%, Instagram = 3.14%

The brands analyzed are Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics and NYX Cosmetics. Those ten brands were selected from a larger pool based on their overall social media community size.

7 Brands generating more engagement on Instagram than on Facebook

Posted by Doug Schumacher on April 30th, 2014 at 4:46 pm

We recently launched a new data view at Zuum: The Social Engagement Leaderboard. It ranks the volume of engagement for a set of brands across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. We applied this data view to some of the top social brands in the world, and found that a number of them are getting higher numbers of engagements on Instagram than on Facebook.
This report looks at the benchmarks and content of 7 of them: Coca-Cola, Oreo, Red Bull, Chevrolet, Maybelline, Calvin Klein and Burberry.
Key Data Points

86% of the total fan count is on Facebook while only 20% of the total engagements are on Facebook
1.6% of the total fan count is on Instagram, while 72% of the total engagements are on Instagram
The ratio of engagements per post to fan count was 100 times higher on Instagram than Facebook
The Instagram accounts are gaining fans at a rate 5 times faster than the Facebook pages
Brands are posting about the same volume on Instagram as they are on Facebook

Curious to hear of other smaller brands generating more engagement on networks other than Facebook.

What The NCAA Tournament Teaches Us About Marketing

Posted by Grant Johnson on April 7th, 2014 at 1:54 pm

I always enjoy the NCAA Men's Basketball Tournament. My memories date back to 1977 when Marquette (from my hometown of Milwaukee, Wisc.) won the dance card and took home the trophy. After that victory me and a buddy ran outside hooting and hollering and played some hoops and pretended to be the players we had just witness win it all. What pure fun.
The NCAA does offer some great insights to marketers as well. Here are seven takeaways you can apply to your marketing:
1.) The small can dominate the big. If you have a small ad shop, a challenger brand or are a start-up, the NCAA tourney should give you renewed hope that you can compete -- and win -- even against larger competitors who will likely outspend you.
2.) It takes a great team and awesome leader (coach) to be at your best and push one another. The best individually deep team rarely wins the games; it's the best coached unit that excels as a team that wins more often than not. A great coach only helps.
3.) A bit of luck helps, so if you get lucky, take advantage of the opportunity you have. Very few had Connecticut and Kentucky in the final. If you... Read more

You go, Sir Grout, you go: 5 lessons salespeople can learn from a tile company

Posted by Jacqueline Lisk on March 14th, 2014 at 2:21 pm

It’s amazing how many sales best practices are universal.  Last week, I was searching for a tile cleaning company. (A little back story: My husband and I bought our home one year ago. It was a foreclosure and fairly dilapidated, but the location was so great we couldn’t pass it up–a secluded cul-da-sac in a lovely waterfront community in Stamford, CT. We’ve been making improvements gradually, and the kitchen floor is this spring’s project.) I Googled “tile floor cleaning + Stamford” and clicked on the first hit–Sir Grout Fairfield. I called the prominently displayed phone number and was greeted by a pleasant woman who set up my appointment. The experience that followed was so positive and inspiring, I just had to share it. Here are five things Sir Grout did right, lessons that apply to nearly every salesman, regardless of his industry.
1. Be punctual.
On appointment day, Tom Lindberg, the owner and founder, arrived on time. It may sound obvious, but I’m surprised by how often a salesperson keeps me waiting, particularly in the digital ad sales world (when I’m lucky if I even get a real person on the phone).
2. ... Read more

Savvy Brand Storytelling

Posted by Tom Shapiro on March 11th, 2014 at 6:50 am

Every brand has a story. It’s your job to extract it and communicate it in a compelling way. Use your unique story to build trust with customers and make them feel something powerful when they think of your brand.