Tagged 'social media strategy'

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

How Lincoln Motor is using social media content to rebrand

Posted by Doug Schumacher on May 20th, 2015 at 9:05 am

Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.
Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.
Topics Used in April 2015

While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.
Analysis of posts on ‘concept’ during April

In further analysis of which brands were posting the most in the Posting By Day chart,... Read more

How Suja is beating larger fruit juice brands in social media engagement

Posted by Doug Schumacher on May 15th, 2015 at 11:03 am

Looking at the fruit juice CPG category, I’m seeing some notable trends relevant for any small brand up against larger competitors with more social media fans.
Consider the fan distribution for the fruit juice category, below. Note the large total fan counts of the established brands compared to Suja. Then look at Suja’s Instagram fan count compared to the industry. As we’ll see in a minute, early adoption of new social media tactics is a great way smaller, more nimble brands compete with larger competitors.

Next, let’s take a look at the overall engagements generated by each brand across all social networks, in the Engagement Leaderboard below.
Here, we see a very different story taking shape. On Instagram, Suju is showing a strong return – in the form of engagements – on their involvement with that network. And even more interesting, on Facebook, a network where Suja has considerably fewer fans than other major brands, they’re generating about 3 times the engagements of Dole, the next closest brand.

Suja’s total engagement levels become more understandable as we look at the Engagements to Fan Count Ratio Leaderboard, below. Suja is generating strong engagement in two networks, Facebook and Instagram. On Instagram, a network with overall high engagement rates, Suja has built... Read more

Social media activity benchmarks for snack foods

Posted by Doug Schumacher on May 13th, 2015 at 9:05 am

What are the high-level social media trends for snack foods? Today we’re going to look at 4 simple, easy to follow charts and how they can give you a good industry landscape overview. The data analyzed is for activity during April, 2015.
We’ll start with several big questions everyone typically wants to know. What are the fan counts and how are those fans distributed across the various social media networks.
In the fan leaderboard below, the large community sizes are immediately noticeable. There aren’t many industries that have 5 brands with over 10 million Facebook fans. Also notable is the dominance of Facebook for this industry. In fact, there isn’t one brand listed in which Facebook doesn’t have over 98% of their total social media community size.

Next we’ll look at how fast those networks are growing. Most impressive is Oreo’s Instagram account, growing at 39% during April alone. Considering they already have over 400k followers, that high of a growth rate suggests they see a lot of future potential in Instagram. It’s likely they’re employing some type of promotion to drive that growth, something that could be easily analyzed by reviewing their Instagram posts and the consistency of their fan growth curve line, both viewable in Zuum.

Posting volume... Read more

How children’s hospitals celebrate birthdays on social media

Posted by Doug Schumacher on May 12th, 2015 at 9:05 am

For hospitals, posting on social media involves some pretty serious topics. Much more so than what most brands will ever address. At the same time, they tell stories of remarkable human triumph.
In taking a closer look at what this industry posts, we’ve analyzed 9 children’s hospitals, below. The word cloud features all the topics they posted on at least 15 times on either Facebook, Twitter or Instagram, between March 1 and April 30, 2015. The various topics speak to the emotional range of the content these hospitals publish.

I was curious to see how various hospitals approach the topic of birthdays. That theme presents a situation where the hospital can share some of the more impacting patient stories, yet frame it around an event we can all immediately relate to.
Below is an analysis of every post on ‘birthday’, showing how the posts and engagements happened across the various social networks, the posting calendar of each brand and network, and the top posts for each network.

If like many social media professionals, you use the engagements-to-fan ratio as an engagement rate metric for competitor analysis, you’ll appreciate the remarkably high E/F numbers in these posts visible under each post. The Facebook post is exceptionally high, not to mention the... Read more