Tagged 'content marketing'

Earning Social Capital

Posted by Benjamin Taylor on November 12th, 2015 at 12:34 pm

No, I'm not talking about social media. I'm talking about budget wedding tips with no strings attached. Creating useful content costs money, and giving people information that won't inspire them to buy your products seems like a waste of money to your average business owner. So why did we put together content to tell people how to spend less money? Potentially to spend less money with us, even?
We're treating our customers as human beings. Approaching your customers like a vending machine, where you're just trying to find the right button to push so the money comes out, is by far the most common approach you find in business. That isn't how you build a relationship with a person. Engaging a customer works exactly the same as every other human interaction. First you need them to notice you, and then to be interested in you, and then to engage with you. For some reason, the middle step gets ignored entirely most of the time, as if all of us, all of our products and stores and companies are inherently interesting and worthwhile. That all this is readily apparent to everyone who sees our banner ads and billboards. Where does this idea... Read more

Report: Social Media Benchmarks and Content Trends for the Snack Food Industry

Posted by Doug Schumacher on November 11th, 2015 at 9:05 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top snack food brands in the US across Facebook, Twitter, YouTube, Google+ and Instagram. We’ll analyze 7 category leaders: Oreo, Starburst, Skittles, Reese’s, Snickers, Butterfinger, and Twix.

The largest network account among all these brands is Oreo’s Facebook account: 41.3 million fans.
Instagram accounts on average gained over 26% in fan growth, industry-wide.
Between Facebook, Twitter, and Instagram, Instagram generates the most engagement, despite averaging the lowest fan count. Compared with .07% average growth rate for Facebook.
Halloween is the central topic for this month’s posts, a logical result for candy brands in October.

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

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Facebook July Leaderboard for CPG Dips and Dressings

Posted by Doug Schumacher on August 17th, 2015 at 11:36 am

CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.

Fan growth rate is also relatively strong, averaging almost 2% for the industry. That would be around 25% growth per year, and you can see Litehouse Foods, the second largest brand in this group growing at well over 5% in July.
Yet another interesting view on this chart is the comparison of the Engagements column to the 24h Engagements column. As we explain in this post about how to estimate the percent of engagement of a competitor’s post that was generated by paid promotion, It looks... Read more

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