Tagged 'social media strategy'

Guilt By Association: Marketers and Anonymous Apps

Posted by Vanessa Naylon on November 13th, 2014 at 5:04 am

We focus a lot on how advancements in ad technology impact digital adertising at 140 Proof, but we also enjoy exploring the ways we behave across social networks as a result of these developments. For data on how we use social networks to express different sides of our personalities, check out the IPG Media Labs study.
A brief foray into the world of anonymous apps reveals why the new social media space is no longer on the down low. With the swipe of a thumb, it’s now possible to learn about the sexually deviant escapades of the faceless individual <100 meters away; sympathize with the self-loathing health nut who just scarfed down a Big Mac; and puzzle out the identity of an anonymous friend who claims to hate her husband.
Exactly what anonymous apps mean for modern culture and how they will be monetized remains to be seen, but it hinges on the interpretation of user behavior.

Fear and Loathing in Anonymous Apps
At first swipe, the content shared on anonymous social media sites appears markedly different from the streams of edited photos, cheery statuses, and humble-brag tweets found on public networks like Facebook, Twitter, Instagram and Pinterest. Whereas the interests and aspirations... Read more

Report: How Tourism DMOs Are Using Instagram

Posted by Doug Schumacher on November 5th, 2014 at 10:54 am

This report provides an insightful look into the posting calendars, engagement levels and campaign themes of the Instagram accounts of 9 state tourism DMOs.

Brand post engagement rate averages on Instagram are 5.48% compared to .39% on Facebook, and .04% on Twitter
Instagram pages on average are growing followers at over 8% for the month of October, compared to .62% for Facebook pages.
Between Facebook, Twitter and Instagram, Twitter gets the most posting volume, but the least engagement.
Pure Michigan’s Instagram page generated more engagements than their Facebook page, despite having less than 20% as many followers.
Pure Michigan’s top campaign theme #upperpeninsula featured community-generated content.

State DMOs in the report: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Pure Michigan, Texas Tourism, Visit California, Visit Colorado and Visit Florida.

Luxury Fashion: 3 Social Media Campaigns from September

Posted by Doug Schumacher on October 9th, 2014 at 11:10 am

Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Key Takeaways

Numerous campaign themes evident within a single month

Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity

Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels

Report: Tourism DMOs – A Social Media Analysis

Posted by Doug Schumacher on September 4th, 2014 at 10:11 am

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.

Report: CPG Snack Foods – Social Media Analysis

Posted by Doug Schumacher on August 25th, 2014 at 11:43 am

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.
Report highlights

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