Tagged 'facebook marketing'

Social Media Campaign Analysis: Coca-cola's #shareacoke

Posted by Doug Schumacher on October 1st, 2014 at 12:04 pm

Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”
This report analyzes the complete posting activity and impact generated in the campaign across Facebook, Twitter and Instagram. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.
Data Highlights

Facebook is the leading network for fans: Has over 90% of total community in this industry.

Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.

#shareacoke theme was 50% of the brand’s posting effort through reporting period.

#shareacoke generated 75% of the brand’s engagement during the same period.

#shareacoke was one of the biggest social media campaigns from any soft drink brand this summer

Report: Tourism DMOs – A Social Media Analysis

Posted by Doug Schumacher on September 4th, 2014 at 10:11 am

Performance benchmarking and content analysis of 9 destination marketing organizations across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. DMOs included: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Texas Tourism, Visit California, Visit Colorado and Visit Florida.

Report: Social Media Analysis – Luxury Auto Manufacturers

Posted by Doug Schumacher on July 24th, 2014 at 12:33 pm

Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Key Highlights and Takeaways:

Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
Google+ has considerable fan base overall, but is driving minimal engagement with brand content
There’s surprisingly little promotion of posts on Facebook from these brands
Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

Report: Social Media Analysis – QSR Restaurants

Posted by Doug Schumacher on July 8th, 2014 at 12:12 pm

The social media landscape can quickly change as concerns about reach, effectiveness, value, security, or other issues rise and fall. And because trends can be specific to one or a few industries, it’s essential to analyze data for a known number of brands across a set period of time.
The Zuum report “Social Media Analysis - QSR Restaurants” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 9 of the QSR burger category brands, focusing on those with the highest total network members. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Data Highlights and Key Takeaways

The total social media community size is dominated by a major global brand, McDonald’s, with over 50% of all community members across all 9 brands.
Wendy’s, with a total community size of only 17% of McDonald’s, is driving over 2 times the number of total engagements as McDonald’s
90% of Wendy’s engagement happens on Facebook, where their engagement rate is over 10 times that of McDonald’s
Top industry campaign themes include brand rallying, product promotions and global events like the World Cup.
The industry’s fastest growing social networks, in order, are... Read more

Ready For The New Facebook Ad Format?

Posted by Katya Constantine on July 8th, 2014 at 11:49 am

In April, Facebook announced plans to overhaul the right-side column ads. Long-term concerns about engagement and visual quality led to these changes. Facebook is selectively rolling out the new right-side ads with a complete transition occurring August 1st. Here is what you need to know about the new format along with expected impact of the change.