Tagged 'content marketing'

How children’s hospitals celebrate birthdays on social media

Posted by Doug Schumacher on May 12th, 2015 at 9:05 am

For hospitals, posting on social media involves some pretty serious topics. Much more so than what most brands will ever address. At the same time, they tell stories of remarkable human triumph.
In taking a closer look at what this industry posts, we’ve analyzed 9 children’s hospitals, below. The word cloud features all the topics they posted on at least 15 times on either Facebook, Twitter or Instagram, between March 1 and April 30, 2015. The various topics speak to the emotional range of the content these hospitals publish.

I was curious to see how various hospitals approach the topic of birthdays. That theme presents a situation where the hospital can share some of the more impacting patient stories, yet frame it around an event we can all immediately relate to.
Below is an analysis of every post on ‘birthday’, showing how the posts and engagements happened across the various social networks, the posting calendar of each brand and network, and the top posts for each network.

If like many social media professionals, you use the engagements-to-fan ratio as an engagement rate metric for competitor analysis, you’ll appreciate the remarkably high E/F numbers in these posts visible under each post. The Facebook post is exceptionally high, not to mention the... Read more

Just what is Skittles posting on Twitter?

Posted by Doug Schumacher on May 8th, 2015 at 9:43 am

Skittles has been one of the more interesting brands online, known for a unique, often abstract approach to everything from their website to their tweets. Their Twitter posts in particular have been cited for their off-the-wall style. Marketing messages living outside the usual strategic boxes can seem difficult to analyze, as it's often not something we've seen before.
So I want review the topics Skittles has been posting on Twitter over the past 6 months and take a deeper dive into the tweets behind those themes.
Below is a word cloud showing the topics of Skittles' tweets during the 6 months from November to April.

Much of that time period was during the NFL's runup to the Super Bowl. With a brand so focused on being in the conversation of the moment, it makes sense to see so much content focused on that.
With the most engaging terms in red and at the center of the mix, you can see a lot of activity around moneylynch, the Twitter handle for Seattle Seahawk's running back Marshawn Lynch, as well as other football-related topics.
Skittles and Marshawn Lynch have had a particularly interesting relationship going back to his junior football days, and the brand made the relationship an official sponsorship. So lets take a look at how Skittles,... Read more

How much are brands posting on Instagram?

Posted by Doug Schumacher on May 7th, 2015 at 9:06 am

It’s no secret at this point that brands are engaging with fans on Instagram. As we reported over a year ago, numerous brands are generating more engagement on Instagram than any other network.
What’s of growing interest is how brands are approaching their content on Instagram? And one of the first points of discussion when it comes to content is posting volume. How much are brands posting?
So let’s assess posting volumes across 26 brands in 3 major industries: Luxury fashion, pet foods, and fruit drinks.
To start we’ll look at luxury fashion. Below is the volume of publicly-visible posts by each brand on the major social media networks.

The first thing you’ll notice about this category is the level of participation on all the social networks. As a category, luxury fashion is bullish on social media, with almost every brand having accounts in each of the networks. Also, consider the 44 posts per month average volume for Instagram accounts — almost at Twitter levels.
Next we’ll look at pet food brands, below.

Clearly there’s less overall participation in social media in this category. Perhaps more surprising is that brands aren’t more active on Instagram, given the highly-photogenic subject of pets. For brands that are posting on Instagram, volume is relatively high. Not luxury fashion high, but then that category... Read more

Diesel's #dieselhigh campaign analyzed

Posted by Doug Schumacher on May 5th, 2015 at 9:35 am

Diesel has long been one of the more innovative brands in marketing, online and off. So I thought it would be interesting to take a closer look at how this brand approached one of their major campaigns themes during the first quarter of 2015.
Below is Zuum's Subject Analysis report of one of their major campaign themes in Q1 of 2015, #dieselhigh. It provides a complete overview of the campaign's attributes and performance level, including posting volume, engagement level, top themes of the campaign, and the top posts, for Facebook, Twitter and Instagram.

Diesel's campaigns are often quirky and unconventional, fueling a sense of freshness and excitement. Looking at the posts at the bottom of the report -- the most engaging posts in this campaign for each network -- you can see the level of creative latitude they have with this campaign theme.
In the Posts chart in the upper left, note the high volume of Instagram posting. It's a reflection of that network's progress from outlier to mainstream adoption. Instagram is now well-established as the network that generates high engagement rates. And looking at the Engagements chart above right, you can see that it's also generating a significant percentage of the overall engagement. That's even more impressive considering the relatively small... Read more

Report: Top Social Media Campaigns for Pet Foods

Posted by Doug Schumacher on April 23rd, 2015 at 12:22 pm

Pet Food campaigns tend to play well in social media, as they frequently combine a photogenic subject with something people are passionate about. Pets. That also makes them ideal for user generated content, which all these campaigns seem to employ on some level. It’s also a combination that makes Instagram the network of impact for this type of content.
Highlights

Two of the campaigns tied in with 2 major events in Q1: The Super Bowl and the Grammy Awards.
Instagram is the clear engagement leader among the social networks. Not surprising given the photogenic subject matter of pets.