Tagged 'social media marketing'

An Instagram Leaderboard for Top Fashion Apparel Brands

Posted by Doug Schumacher on July 27th, 2015 at 10:35 am

Instagram and it’s stylized photos is obviously a natural fit for Instagram. So let’s take a look at a leaderboard of top Instagram KPIs for some of the leading apparel brands in the US market. The leaderboard chart below is for the month of June.
Immediately noticeable is that these brands have really been beefing up their Instagram follower counts. H&Ms 8 million plus followers looks more like a major brand’s Facebook fan count.
These brands are still aggressively growing their follower counts, as well, as identified in the “% Change Followers” column. Those are single month increases!

Another KPI worth noting is the average posting volume of 60 times per month. Those are Twitter-like figures. Sure, Abercrombie & Fitch and American Eagle are jacking that up quite a bit, but across the board most brands are posting at a strong rate.
Below is an overview of the topics and themes posted in June. I’ve adjusted the sliders to only show terms posted by 2 or more brands, to capture the more universal themes, instead of high-volume brand campaigns. You can see that these brands are in full summer content mode based on the largest (most frequently posted on) terms below.

Analysis of social media campaign #obeyyourverse from Sprite

Posted by Doug Schumacher on July 23rd, 2015 at 9:29 am

In reviewing the soft drink category for content trends, I found an interesting campaign from Sprite that’s worth a closer look.
I’ll typically review campaigns for an industry at least monthly, to see what the latest developments are. Keeping a watch for new campaign themes and which themes are the top performers. The process begins with a review of the top subjects for any given time period. Could be a week, month, quarter, or whatever. This time I picked June, reviewing the most used and engaging posting topics for the month in the Subject Explorer chart in Zuum, below. This is for the top soft drink brands.
As hashtags are generally good indicators of campaigns, I’ll typically looks for ones that are both fairly large (indicating volume) and orange or brighter (indicating higher engagement). Below, the #obeyyourverse stands out on both accounts. It’s also an interesting play off Sprite’s overall campaign theme, Obey Your Thirst.

A click on that topic takes us into the Subject Analyzer, below, which gives us a complete breakout of the campaign (in this case, I changed the dates to reflect the duration of the campaign.

While many campaigns peak towards the end of their run, this one has a series... Read more

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

Which social media networks do hospitals post on most?

Posted by Doug Schumacher on July 15th, 2015 at 12:05 pm

Where brands posts says a lot about how much they value a given social media channel, and how much effort they’re willing to put into it. With that said, let’s take a look at the global posting leaderboard for children’s hospitals to see which networks they’re putting their time and effort into. Check out the Posts Leaderboard, below.
First, note the average of all these brands in the gray row. Twitter is clearly the network getting the most activity. Facebook is a solid second, and YouTube and Google Plus are both at the lower end of the spectrum, likely due to video being a more complex format to publish in, and Google Plus being a network brands still aren’t clear on the value of.
You can also see that while the posting volume varies from brand to brand, most of them follow the same order of Twitter first and Facebook second.

Posting is an interesting look at the activity, although it’s certainly not the end of the story. A logical next metric would be to see what levels of engagement the brands are getting from their content on each network.
So below are the engagement totals for each brand, by network. These are the total public... 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