Tagged 'facebook marketing'

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.

Report: Video Most Shared Content On Facebook

Posted by Doug Schumacher on April 22nd, 2015 at 10:11 am

If brands want to increase their sharing, which most do, then video is a good content type to be publishing.
That’s the repeated findings from our analysis of how users engage with different types of content. Initially, this trend surfaced in a report we published 3 years ago. And according to our latest report, the findings still stand.

What video delivers that other content types don’t likely varies from one industry to the next, and even from one video to the next. But one can surmise it’s multiple factors, including a heightened perceived value of video due to it’s more complicated production, and that video can tell a story more convincingly due to it’s immersive combination of visual and audio stimuli.
Highlights

For the 7 industries analyzed in this report, video was shared at a higher rate than the other Facebook content types in every industry but one. Fast Food.
Industries like Luxury Autos, Energy Drinks and Pet Foods saw video shared at about 2x the rate of any other content type.
For the Pet Foods industry, over 27% of all engagements generated by video were shares.

Here's the published report you can view or download.

Report: Social Media Community Size and Growth Benchmarks

Posted by Doug Schumacher on April 14th, 2015 at 9:47 am

This report delivers a broad view of social media community sizes and growth rates across 9 industries and 73 brands. The average industry Facebook page fan count ranges from around 700,000 in several industries, to 25 million in the soft drink category.
While community size and growth rate aren’t to be focused on at the risk of lowering engagement, social media fans are still undeniably valuable. This report can give you a good sense of the community benchmarks across a diverse set of industries.
Highlights

Instagram continues to be the social media network with the highest overall growth rates
The single highest brand social media fan count is Coca-cola’s Facebook page: 94 million
In the Luxury Fashion industry, every brand has an Instagram account with more than 1 million fans.

Latest Facebook ad changes and using analytics to best leverage them

Posted by Katya Constantine on April 14th, 2015 at 9:46 am

Over the past few years Facebook has gone through a similar monetization transformation that Google performed in the decade before - very successfully and much faster. It allowed brands to publish their content to get noticed, then experimented with a number of ad formats - and once it settled on winning formulas for mobile and display, opened the floodgates for advertisers to buy ads at scale.