Tagged 'Facebook strategy'

Luxury Fashion: 3 Social Media Campaigns from September

Posted by Doug Schumacher on October 9th, 2014 at 11:10 am

Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Key Takeaways

Numerous campaign themes evident within a single month

Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity

Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels

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: CPG Snack Foods – Social Media Analysis

Posted by Doug Schumacher on August 25th, 2014 at 11:43 am

Snack Foods have some of the largest social media communities of any product or service category. Our sample of 8 brands -- Butterfinger, Oreo, Reese’s, Skittles, Snickers, Starburst, Twix and Wonka -- has an average Facebook fan count of over 14 million.
The category is a fun, simple product with a lot of room for creative messaging -- perfect for an analysis of how brands like these communicate with and engage their customer base.
Our analysis outlines which networks are generating the biggest impact in the category, and takes a deep dive into the best performing tactics and campaigns these brands are using to engage their audience.
Report highlights

Facebook is the dominant network, with 99% of the total community among these brands
Surprisingly few brands are on Instagram, given the young, casual nature of the product category
The only brand on Instagram, Oreo, generates more engagement there than with their 37 million Facebook fans.
Two brands greatly increased their impact on Facebook through post promotion: Snickers and Wonka
Campaign analysis shows Twitter to be generating little engagement relative to Facebook, while Oreo campaigns implementing Instagram are seeing a significant number of engagements on that network.
Wonka’s RANDOMS product launch campaign used post promotion on Facebook to increase engagement... Read more

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.

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.