Tagged 'online advertising'

A savvy Instagram promotion from fashion retailer ShoeDazzle

Posted by Doug Schumacher on June 18th, 2015 at 12:29 pm

As we’ve shown in the past, Instagram is delivering great levels of engagement, in particular for fashion brands.
That means brands are going to want to be building their audience on the network. How are fashion brands doing that through their Instagram posting? Typical questions marketers have around this type of campaign are: What topics or themes are used to build audience on Instagram? How long do the campaigns run? How much posting is used? How are those posts scheduled?
We’ll answer those questions and others in this post.
To start, I went into Zuum’s Subject Analyzer to look for interesting promotional campaigns that generated solid engagement rate. ShoeDazzle’s #SummerSandalSteal stood out both for it’s volume and engagement level.
Our first view is an overall campaign analysis, featured directly below. Notice the major metrics. Posting volume of 5, average engagement level of .55%, and the calendar view in the Posting By Day chart.
ShoeDazzle’s #SummerSandalSteal Campaign

Note the content of the posts, directly above. Simple steps to enter a drawing to win a free pair of sandals. The request is simple and straight-forward. Follow and mention the brand in a post, and include the campaign hashtags. Those parameters make it easier for the brand to track performance, while also... Read more

3 Spectacular Ways to Create Customer Service Disasters

Posted by Jeannie Walters on June 9th, 2015 at 8:08 am

Life can be full of disappointment.
As humans, we disappoint each other all the time! We let people down when we skip someone's big event, or when we do show up at an intimate dinner party without an invitation. We disappoint each other by offering unwanted advice or by keeping our helpful insights to ourselves. It's tricky, this human experience of ours!
It comes down to one thing: expectations.
What expectations are you setting for customers? If you don't deliver on them, you will most certainly disappointing customers. And with social media, they will share their disappointment in places you never imagined.
If you'd like a guide, here are three ways to make sure you disappoint your customers.
1. Set unrealistic expectations in your marketing campaigns.
We call this the Sea Monkey Syndrome.
Remember your expectations set by the cartoons of blissful humanoids frolicking in a tiny kingdom? The expressive creatures wore crowns and even sported jewelry! And then...you received the dehydrated packet of brine shrimp. They didn't have faces or seem to interact socially. They were ugly and boring. There was no way to construct a crown small enough for their tiny heads. Bummer.
Businesses of all types inflict customers with Sea Monkey Syndrome. We are promised... Read more

A History of Transparency in Advertising

Posted by Roy de Souza on June 7th, 2015 at 3:48 pm

No wonder it has been so difficult to establish transparency in the advertising industry. From its very inception  advertising’s business model was based on secrecy. A history of more than 150 years is difficult to erase.
The first advertising “agent,”  Volney Palmer, opened a shop in Philadelphia in 1843. Palmer essentially worked as a lead generation service for local publishers, sending ad copy written by the advertiser along with collected payment to the newspapers for which it was intended. There was no copy-checking, and no “truth in advertising” standard, and no creativity. If you paid for the space in the newspaper, the ad ran.
Palmer did not work on behalf of the advertiser at all. However, some time later, a man named Samuel Pettingill opened an agency in New York and changed the model to one of an independent space broker, taking his payment as a commission on the fees paid to publishers. Naturally the agent wanted to buy space from the publisher as inexpensively as possible and sell it to advertisers for as much as possible, without revealing the numbers to either party.
Because of this lack of transparency, neither side trusted the advertising agent in the 19th century. InThe Mirror Makers... Read more

In fashion, social media posts about ads are as engaging as those about products

Posted by Doug Schumacher on May 21st, 2015 at 12:14 pm

There are many different levels of social media data. Benchmarking data provides a good high level perspective, and of course, looking at a list of top posts lets you see whose posts performed best.
However, between those two is a much richer area of content analysis. Looking at top posting themes and analyzing which brands are posting on those topics, how much they’re posting, and how engagement builds or declines over time for each topic.
Take for example the chart below, which shows the top subjects posted by 9 luxury fashion brands during April on Facebook, Twitter and Instagram. As detailed in the sliders, this setting provides a complete view of every topic posted on at least twice. You can see the broad range of themes, and of course, Kendall Jenner’s Twitter account at the center of engagement.
Subject Explorer showing topics with at least 2 on a single social network

From here, though, I like to drill down in one of several directions. A logical next step would be to refine this to only topics posted on at least 5 times on a single social network, per the chart below. This is a much more streamlined view of only the top themes used during this time period.... Read more

Just what is Skittles posting on Twitter?

Posted by Doug Schumacher on May 8th, 2015 at 9:43 am

Skittles has been one of the more interesting brands online, known for a unique, often abstract approach to everything from their website to their tweets. Their Twitter posts in particular have been cited for their off-the-wall style. Marketing messages living outside the usual strategic boxes can seem difficult to analyze, as it's often not something we've seen before.
So I want review the topics Skittles has been posting on Twitter over the past 6 months and take a deeper dive into the tweets behind those themes.
Below is a word cloud showing the topics of Skittles' tweets during the 6 months from November to April.

Much of that time period was during the NFL's runup to the Super Bowl. With a brand so focused on being in the conversation of the moment, it makes sense to see so much content focused on that.
With the most engaging terms in red and at the center of the mix, you can see a lot of activity around moneylynch, the Twitter handle for Seattle Seahawk's running back Marshawn Lynch, as well as other football-related topics.
Skittles and Marshawn Lynch have had a particularly interesting relationship going back to his junior football days, and the brand made the relationship an official sponsorship. So lets take a look at how Skittles,... Read more