Tagged 'content strategy'

How retail fashion brands run a ‘sale’ on social media

Posted by Doug Schumacher on July 1st, 2015 at 3:00 pm

It can seem like fashion retailers are in constant states of running sales. However, looking at social media analytics, it looks like the brands are a little more selective about when they use that term.
Take a look at the Subject Analyzer chart below, showing the term ‘sale’ used in the first 6 months of this year. In the Posts chart, you can see a total of 81 combined posts on Facebook, Twitter and Instagram. Not that much volume given we’re talking about 10 of the largest retail fashion brands (listed at the bottom of the Engagements By Day chart). The Posting By Day chart shows how these posts occurred on a timeline.

The brand with the heaviest posting volume (and engagements generated, visible in the Engagements By Day chart), is Abercrombie & Fitch. They had two primary sales. One just after the start of the year, and their Summer Sale this June.
The next Subject Analyzer report below looks at just A&F posting for their Summer Sale, in June. Note that this sale alone involved 27 posts. A pretty remarkable amount given the entire industry only posted 81 times about a sale so far this year.
Note the Posting By Day and Engagement By Day charts.... Read more

Tostitos’ #anyexcusetoparty campaign analyzed on Facebook

Posted by Doug Schumacher on June 30th, 2015 at 9:05 am

Below is a leaderboard showing post and page activity for a number of the leading brands in the “dips” category. You can see the brands involved in this analysis, their fan base, growth rate, posting volume, etc.

In the chart below, you can see the most impacting topics in this category for the month of May.

Campaigns are often particularly good to examine, and especially highly-engaging ones. So the #anyexcusetoparty hashtag stands out as one to explore. Below is an analysis of that campaign’s activity on Facebook. Not heavy posting volume, but except for the first week, a regular schedule of posting every Thursday. You can also see they were all photo posts.

So what are these highly engaging posts? Below, you can see the style and format. Finding any excuse for chips and dip, with the loose script and casual party scenes adding to the supposed spontaneity.

Twitter and snack foods: An industry overview

Posted by Doug Schumacher on June 29th, 2015 at 2:08 pm

While there are a lot of questions lately about Twitter, it’s business model, and its role for brands in the social media landscape, one thing is certain: Brands are continuing to use it.
Below is an analysis for some of the world’s leading snack food brands. To start, notice their volume of posting on Twitter vs the other networks. Whatever is being debated about the value of Twitter for brands, in this industry, every brand posts on Twitter more than any other network. Usually the difference is by a wide margin.

So how are they posting on Twitter? The Posts chart below is an analysis of the overall posting volume, as well as a Posting Calendar breakout for each brand.
It’s notable that despite Twitter photos having been around since 2011, only half of this industry’s tweets were photos. While photos on Facebook have performed considerably better than text for a while now, and brands have reflected that in their format selection for Facebook posts, brands are still using text posts significantly on Twitter.

Lastly, let’s look at the top posts for this industry. Below are the top 10 posts for these brands for the month of May. Per our commentary about format type, 3 of the top... Read more

Facebook, Twitter & Instagram: How much are brands posting on each?

Posted by Doug Schumacher on June 25th, 2015 at 12:00 pm

In this review, we’ll look not only at how much brands are posting on Facebook, Twitter and Instagram, but also what levels of engagement they’re getting, as well.
The industries under review are Luxury Autos, Pet Foods, Luxury Fashion, and Yogurt. The view is of all activity during the month of May, and we’re only going to consider brands that posted at least one time during the month on each network. Given that some brands don’t have accounts in all networks, that narrows our field a bit.
Looking at the charts below, it’s notable how similar the distribution of posting is across all four industries. Roughly 45% on Twitter, 25% on Facebook, and 30% on Instagram.
In the Posts charts below are the posting volumes for each industry, as well as the engagement distribution in the Engagements chart. If you’re curious how the posting and engagement happened over time, the Posting By Day and Engagement By Day charts have that analysis.

Instagram dominates the engagement counts for each industry except Yogurt. Twitter is conspicuous by its virtual absence in the engagement pie chart. One obvious question here is Why do brands put so much posting effort into Twitter if it’s not delivering engagements at anywhere... Read more

Which social media networks drive the best engagement for state tourism DMOs?

Posted by Doug Schumacher on June 24th, 2015 at 12:05 pm

One of the more challenging tasks in social media analysis is comparing performance across different social networks. Several issues contribute to the difficulty. Networks have different content formats, and resultingly, engage users differently. The have varying engagement mechanisms as part of their user interface. And can have vastly different community sizes.
But at the end of the day, you need a point of comparison.
The fan count to engagement ratio is a common measure for engagement when using publicly available data. And while it’s accuracy lowers when comparing one post to another, when viewed across a longer time period and a number of posts, things start to average out, and it becomes a more interesting metric. One that, while not perfect, does give a sense of what type of engagement brands are able to generate, relative to their community size and posting volume.
So lets look at how this metric applies to the tourism industry, aka DMOs (Destination Marketing Organizations).
The data below is for 9 state tourism DMOs for the month of May, 2015. The general formula for this engagement ratio is: Public engagements / number of posts / number of fans. This presents a percentage point figure that will tend to favor smaller community sizes, while at the same... Read more