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.
Tags: content marketing, content strategy, digital marketing strategy, Facebook, facebook marketing, PR & social media, Social Media, social media marketing, social media strategy, travel
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
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.
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
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.
Tags: acura, Audi, bmw, Cadillac, content, content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, google, Infiniti, Instagram, Jaguar, Land Rover, lexus, Lincoln, mercedes benz, pinterest, porsche, Social Media, social media marketing, social media strategy, twitter, Volvo, youtube
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Web Analytics | No Comments »
It’s human nature to do things just for the sake of doing them. You watch TV because it’s there and it claims to be smarter than you. Maybe you surf the net because you have other stuff to do but just don’t want to be bothered. No judgment. Most times, doing stuff just to do it is harmless. But in business, specifically in marketing and sales, doing something just to say you did can be disastrous. Nowhere is this more apparent than in the majority of social media content sharing approaches I see on a daily basis. Honestly, it’s a bit of a horror show.
Before you share your next piece of 3rd party that’s about nothing at all or proprietary social content that goes right for the sale, I want you to ask yourself 4 questions:
1 – Who are you? – This should be easy but it’s quite possibly the hardest question you’ll ever have to answer.
2 – What do you do? – Don’t just answer with a title. Go beyond that.
3 – What are you truly passionate about? – This doesn’t have to be a professional passion. If you’re a sports nut, own it.
4 – How can you bring... Read more
Two recent studies about social networks focus on the effect of emotions. Anger transfers faster and more viral than other emotions studied. Additionally, in a second study, emotional contagion can change moods without in-person or non-verbal cues. The article suggests ways that agencies can work with employees to better deal with having their emotional state manipulated.