Tagged 'social marketing'

Which social media networks do yogurt brands post on most?

Posted by Doug Schumacher on July 20th, 2015 at 9:23 am

As we’ve noted with other industries we’ve analyzed, how the brands allocate their posting across the different social media networks gives a good idea of how much they value each network.
Let’s take a look at the yogurt industry for the month of June, in the Global Posts Leaderboard, below.
Looking at the industry average line, you can see that Twitter is the clear leader in this category. Google Plus is a surprising second, given there seems to be less of an understanding of that network’s value. Of course, the Google Plus posting volume average is made up of only two brands, as well, which can certainly skew the results.

So lets look at the leading network, Twitter, and see how each brand is performing there.
Below, we look at the Twitter Leaderboard to see a number of performance metrics for each of the brands active on that network. Chobani not only leads in posting volume, but also has a remarkable engagement rate for their posts. Over three times the industry average in engagements-to-fans ratio
One interesting note is that Chobani’s growth rate is also a clear leader in this category and network. It shows how leading brands are willing to dedicate themselves to a network, and... Read more

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

Twitter and snack foods: An industry overview

Posted by Doug Schumacher on June 29th, 2015 at 2:08 pm

While there are a lot of questions lately about Twitter, it’s business model, and its role for brands in the social media landscape, one thing is certain: Brands are continuing to use it.
Below is an analysis for some of the world’s leading snack food brands. To start, notice their volume of posting on Twitter vs the other networks. Whatever is being debated about the value of Twitter for brands, in this industry, every brand posts on Twitter more than any other network. Usually the difference is by a wide margin.

So how are they posting on Twitter? The Posts chart below is an analysis of the overall posting volume, as well as a Posting Calendar breakout for each brand.
It’s notable that despite Twitter photos having been around since 2011, only half of this industry’s tweets were photos. While photos on Facebook have performed considerably better than text for a while now, and brands have reflected that in their format selection for Facebook posts, brands are still using text posts significantly on Twitter.

Lastly, let’s look at the top posts for this industry. Below are the top 10 posts for these brands for the month of May. Per our commentary about format type, 3 of the top... Read more

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

25 Top Father’s Day Posts From Last Year

Posted by Doug Schumacher on June 19th, 2015 at 1:16 pm

With Father’s Day coming up this weekend, we thought we’d take a look at some of the top Father’s Day posts from last year. These are the top 25 from the largest consumer brands on Facebook. Happy Father’s Day to all the fathers out there.