Tagged 'marketing'

Chart: Most-shared luxury fashion topics on Facebook

Posted by Doug Schumacher on July 14th, 2015 at 9:05 am

Let’s take a look at the most highly-shared topics on Facebook for luxury fashion brands. Below, in the Subject Explorer, you can see the most shared topics for the month of June. I’ve tweaked the sliders a bit to see topics with at least 4 posts during the month, to make it less likely to be driven by a single post. And I’ve also set the minimum number of pages to 2, to get topics that are used across more than one brand.

You can see from the engagement level legend on the right that the high sharing rates in these posts also led to high engagement rates, given the number of dark red topics in our cloud. Looking at the specific terms, I’m particularly interested in the hashtag #mfw, as hashtags are typically a more unified theme or topic.
So let’s take a look at that hashtag to see what it’s about and which brands are using it.
Below is the Subject Analyzer for #mfw. You can deduce from the Top Related Terms chart that this is about Milan Fashion Week, as well as see various metrics on how each brand utilized that hashtag. Twenty-two posts in a few days is pretty high... Read more

Why so few World Cup victory posts on Facebook from US Women’s soccer sponsors?

Posted by Doug Schumacher on July 8th, 2015 at 9:19 am

In an analysis of 12 of the 14 official sponsors of US Soccer, I found only 3 posted about the women’s World Cup victory on their Facebook pages (I used the Facebook pages featured on each sponsor’s website listed on the sponsor page).  It struck me as odd that more brands weren’t joining the rest of the country in a little flag-waving over the championship. Really, what are they paying those sponsorship dollars for?
Below, in the Subject Analyzer, is a breakout of all 6 posts from the sponsors for the week of July 1 – 7, the week surrounding the World Cup game. You can see the specific terms searched for in the posts — “soccer”, “cup” and “uswnt”. The Posts chart shows the post are, not surprisingly, all photos. And the Engagements chart shows a good amount of sharing. So the topic seems to be of interest to the fans of those brands.

To further demonstrate how little mentioning there was of the USWNT victory, here are the topics posted on during that week by the sponsors. Yes, it was July 4th, and that’s a big deal for US brands. But Sharkweek over a World Cup championship?

Here are the various brands involved in this analysis. You can see a... Read more

Tostitos’ #anyexcusetoparty campaign analyzed on Facebook

Posted by Doug Schumacher on June 30th, 2015 at 9:05 am

Below is a leaderboard showing post and page activity for a number of the leading brands in the “dips” category. You can see the brands involved in this analysis, their fan base, growth rate, posting volume, etc.

In the chart below, you can see the most impacting topics in this category for the month of May.

Campaigns are often particularly good to examine, and especially highly-engaging ones. So the #anyexcusetoparty hashtag stands out as one to explore. Below is an analysis of that campaign’s activity on Facebook. Not heavy posting volume, but except for the first week, a regular schedule of posting every Thursday. You can also see they were all photo posts.

So what are these highly engaging posts? Below, you can see the style and format. Finding any excuse for chips and dip, with the loose script and casual party scenes adding to the supposed spontaneity.

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

Social media landscape for the consumer electronics industry

Posted by Doug Schumacher on June 23rd, 2015 at 9:00 am

In this analysis we’ll take a look at the relationship between the social media accounts of a number of large consumer electronics brands, looking in particular at the relationship between community size, posting volume and engagements generated. This can help determine which networks are delivering the best engagement, as well as which might have untapped potential.
Let’s start with fan counts, visible below in the Global Fan Leaderboard. Nokia clearly has an overall industry lead, primarily due to their enormous Facebook following. In the same chart you can see how GoPro is running neck and neck with Nokia in regards to overall fans. However, GoPro’s fan distribution is quite different from everyone else in the industry, with exceptionally high fan counts in both YouTube and Instagram. The other brands in their industry aren’t using those networks to anywhere near the same level.

GoPro is taking a unique path relative to other brands in this industry, placing emphasis on two networks the other’s aren’t. The obvious question is, How well is their approach paying off for them?
Next we’ll look at the engagement levels being generated by the brands’ content on each network, in the chart below. This shows the sum of engagements of all... Read more