Tagged 'Facebook strategy'

Carls Jr posts leading social media campaign for fast foods

Posted by Doug Schumacher on May 28th, 2015 at 11:42 am

Taking a look at the top content themes in the fast food category for the month of August, some interesting campaign themes come up in the Subject Explorer, below. I have this set to show only terms used at least 5 times, which brings some of the more prominent topics and campaign themes to surface.
Jumping off the page is #diablodare, both in terms of its engagement level (dark red) but also its volume (size).

So as with all topics in Subject Explorer, we can click on #diablodare and go straight into the Subject Analyzer, where we get a complete overview of the campaign activity and performance.
In the Posts chart below, you can see a range of metrics for this campaign, starting with 32 posts in a single month across Facebook, Twitter and Instagram. The Engagements chart shows that while Facebook only gets 22% of the posts, that network had the vast majority of the overall engagements.
Also in the Engagements chart, we see there were over 34,000 total engagements generated, with Instagram the overall leading network in terms of Engagements/Fans Ratio, with Facebook and Twitter tied for second.
The Posting By Day chart shows a pretty even distribution of posting throughout the month, versus a sharp... Read more

A week of social media activity in the yogurt category

Posted by Doug Schumacher on May 26th, 2015 at 4:04 pm

Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View

The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total... Read more

How Suja is beating larger fruit juice brands in social media engagement

Posted by Doug Schumacher on May 15th, 2015 at 11:03 am

Looking at the fruit juice CPG category, I’m seeing some notable trends relevant for any small brand up against larger competitors with more social media fans.
Consider the fan distribution for the fruit juice category, below. Note the large total fan counts of the established brands compared to Suja. Then look at Suja’s Instagram fan count compared to the industry. As we’ll see in a minute, early adoption of new social media tactics is a great way smaller, more nimble brands compete with larger competitors.

Next, let’s take a look at the overall engagements generated by each brand across all social networks, in the Engagement Leaderboard below.
Here, we see a very different story taking shape. On Instagram, Suju is showing a strong return – in the form of engagements – on their involvement with that network. And even more interesting, on Facebook, a network where Suja has considerably fewer fans than other major brands, they’re generating about 3 times the engagements of Dole, the next closest brand.

Suja’s total engagement levels become more understandable as we look at the Engagements to Fan Count Ratio Leaderboard, below. Suja is generating strong engagement in two networks, Facebook and Instagram. On Instagram, a network with overall high engagement rates, Suja has built... Read more

Social media activity benchmarks for snack foods

Posted by Doug Schumacher on May 13th, 2015 at 9:05 am

What are the high-level social media trends for snack foods? Today we’re going to look at 4 simple, easy to follow charts and how they can give you a good industry landscape overview. The data analyzed is for activity during April, 2015.
We’ll start with several big questions everyone typically wants to know. What are the fan counts and how are those fans distributed across the various social media networks.
In the fan leaderboard below, the large community sizes are immediately noticeable. There aren’t many industries that have 5 brands with over 10 million Facebook fans. Also notable is the dominance of Facebook for this industry. In fact, there isn’t one brand listed in which Facebook doesn’t have over 98% of their total social media community size.

Next we’ll look at how fast those networks are growing. Most impressive is Oreo’s Instagram account, growing at 39% during April alone. Considering they already have over 400k followers, that high of a growth rate suggests they see a lot of future potential in Instagram. It’s likely they’re employing some type of promotion to drive that growth, something that could be easily analyzed by reviewing their Instagram posts and the consistency of their fan growth curve line, both viewable in Zuum.

Posting volume... Read more

How children’s hospitals celebrate birthdays on social media

Posted by Doug Schumacher on May 12th, 2015 at 9:05 am

For hospitals, posting on social media involves some pretty serious topics. Much more so than what most brands will ever address. At the same time, they tell stories of remarkable human triumph.
In taking a closer look at what this industry posts, we’ve analyzed 9 children’s hospitals, below. The word cloud features all the topics they posted on at least 15 times on either Facebook, Twitter or Instagram, between March 1 and April 30, 2015. The various topics speak to the emotional range of the content these hospitals publish.

I was curious to see how various hospitals approach the topic of birthdays. That theme presents a situation where the hospital can share some of the more impacting patient stories, yet frame it around an event we can all immediately relate to.
Below is an analysis of every post on ‘birthday’, showing how the posts and engagements happened across the various social networks, the posting calendar of each brand and network, and the top posts for each network.

If like many social media professionals, you use the engagements-to-fan ratio as an engagement rate metric for competitor analysis, you’ll appreciate the remarkably high E/F numbers in these posts visible under each post. The Facebook post is exceptionally high, not to mention the... Read more