Tagged 'Digital Marketing'

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

Social media landscape for the consumer electronics industry

Posted by Doug Schumacher on June 23rd, 2015 at 9:00 am

In this analysis we’ll take a look at the relationship between the social media accounts of a number of large consumer electronics brands, looking in particular at the relationship between community size, posting volume and engagements generated. This can help determine which networks are delivering the best engagement, as well as which might have untapped potential.
Let’s start with fan counts, visible below in the Global Fan Leaderboard. Nokia clearly has an overall industry lead, primarily due to their enormous Facebook following. In the same chart you can see how GoPro is running neck and neck with Nokia in regards to overall fans. However, GoPro’s fan distribution is quite different from everyone else in the industry, with exceptionally high fan counts in both YouTube and Instagram. The other brands in their industry aren’t using those networks to anywhere near the same level.

GoPro is taking a unique path relative to other brands in this industry, placing emphasis on two networks the other’s aren’t. The obvious question is, How well is their approach paying off for them?
Next we’ll look at the engagement levels being generated by the brands’ content on each network, in the chart below. This shows the sum of engagements of all... Read more

25 Top Father’s Day Posts From Last Year

Posted by Doug Schumacher on June 19th, 2015 at 1:16 pm

With Father’s Day coming up this weekend, we thought we’d take a look at some of the top Father’s Day posts from last year. These are the top 25 from the largest consumer brands on Facebook. Happy Father’s Day to all the fathers out there.

A savvy Instagram promotion from fashion retailer ShoeDazzle

Posted by Doug Schumacher on June 18th, 2015 at 12:29 pm

As we’ve shown in the past, Instagram is delivering great levels of engagement, in particular for fashion brands.
That means brands are going to want to be building their audience on the network. How are fashion brands doing that through their Instagram posting? Typical questions marketers have around this type of campaign are: What topics or themes are used to build audience on Instagram? How long do the campaigns run? How much posting is used? How are those posts scheduled?
We’ll answer those questions and others in this post.
To start, I went into Zuum’s Subject Analyzer to look for interesting promotional campaigns that generated solid engagement rate. ShoeDazzle’s #SummerSandalSteal stood out both for it’s volume and engagement level.
Our first view is an overall campaign analysis, featured directly below. Notice the major metrics. Posting volume of 5, average engagement level of .55%, and the calendar view in the Posting By Day chart.
ShoeDazzle’s #SummerSandalSteal Campaign

Note the content of the posts, directly above. Simple steps to enter a drawing to win a free pair of sandals. The request is simple and straight-forward. Follow and mention the brand in a post, and include the campaign hashtags. Those parameters make it easier for the brand to track performance, while also... Read more

Top tequila brand posts on Facebook in May

Posted by Doug Schumacher on June 17th, 2015 at 12:24 pm

What do tequila brands post on Facebook? Looking at the top ten posts for May, you can see a few trends that are showing up in this list of top posts. Drink recipes, holiday celebrations, and salutes to moms on Mother’s Day. Recipes in particular are a common theme on this list, with 3 of the top ten posts having recipes.
Top 10 Tequila Brand Facebook Posts in May

Also notable is that, per our Subject Analyzer chart below, 20 of the 102 posts from all brands in May were tequila recipes. While recipes may be a well-worked theme in the food and beverage category overall, it also seems that it’s something people are still interested, at least for this group. For any brand looking to increase the impact of their posts, recipes would seem to be a solid approach.

One more chart — all 20 of the recipes posted in May. The +24 metric on the far right is an estimate of the percent of engagement driven by paid promotion for each post. Overall, not an enormous amount of promotion.