Tagged 'facebook 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

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.

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.

The Instagram opportunity for snack food brands

Posted by Doug Schumacher on June 16th, 2015 at 9:05 am

In reviewing snack food industry data, it’s surprising to note how few of the major brands are using Instagram. As we’ve outlined in numerous other reports, brands are seeing large numbers of engagements and growing fan counts on Instagram. While food products don’t always play out well on photo-driven networks, snack foods would seem to be harmed less by unflattering fan photos than most food products.
First, let’s take a look at data related to the overall posting activity of some major snack foods brands for the month of May. Networks include Facebook, Instagram and Twitter. In the Subject Analyzer view below, looking at the entire industry, you can see the brands featured in the Posts chart.
Looking at the Posts chart at the top, you can see that very little content is being posted to Instagram (4%) relative to Facbook (25%), and especially Twitter (71%). The Engagement chart shows that despite the volume of posting to Twitter, Facebook delivers the dominant percentage of engagements from content, with even Instagram’s small posting volume accounting for more engagements than Twitter.
Subject Analyzer for Snack Foods Brands

Of the 7 snack brands we’re tracking here, only 3 have Instagram accounts (Oreo, Twix and Butterfinger), and only 2 of them are posting on... 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