Tagged 'social media strategy'

Report: Beauty Brands on Instagram

Posted by Doug Schumacher on May 29th, 2014 at 4:22 pm

As our recent report “7 Brands Generating More Engagement on Instagram than Facebook” highlighted, brands are definitely connecting with their audience on platforms outside Facebook.
This reports delves into the beauty category. Looking at how activity compares between Facebook and Instagram, and what brands are doing to success on Instagram. The report compares ten top beauty brands across 6 social networks: Facebook, Twitter, YouTube, Google+, Instagram, and Pinterest.

Facebook is the dominant social network in terms of fan count: Average of 72% of all communities reported on
Instagram is only the 4th largest community based on industry average.
Industry-wide, 77% of all social content engagements are happening on Instagram. Facebook garners 27%.
NYX, the brand with the smallest overall fan count, has the most overall engagements (97% of those engagements happened on Instagram.)
Engagement rates for the top industries are: Facebook = .13%, Twitter = .019%, Instagram = 3.14%

The brands analyzed are Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics and NYX Cosmetics. Those ten brands were selected from a larger pool based on their overall social media community size.

The Optimal Digital Agency Request for Proposal

Posted by Greg Kihlström on October 24th, 2013 at 8:03 am

There are many opinions about Requests for Proposals in general. Many are adamantly against them, though some organizations must issue them, or are structured in a way that makes RFPs a necessity in order to be fair and allow group consensus. They do, however, allow agencies (and bids) to be compared “apples to apples,” which can make the decision process easier for organizations.

The Marketing Value of Niche Social Networks

Posted by Devanshi Garg on July 26th, 2013 at 6:10 am

There is something special about like-minded individuals in a group. Thoughts are aligned. Debates are proactive, yet heated. And the smallest kernel of an idea can quickly snowball into something great. Social media takes these facts of life and expands on the value that stems from such social cohesion.
Niche social networks where groups of people sharing specific areas of interest, hobbies, products, and lifestyles are beginning to surge. As Facebook, Twitter and LinkedIn serve as a massive online public square or convention, niche social networks are the digital equivalent of attending a close knit club or society celebrating unique areas of interest.
As far as marketers are concerned, niche social networks can serve as a way to increase loyalty, customer communities and brand awareness. By facilitating a hub for dedicated fans to share their stories, experiences and advice regarding the brand’s work, organizations can introduce a powerful method for understanding customers.
Defining a Niche Social Network
While Facebook and LinkedIn are vast in terms of their user base, there are strategies for assessing specific segments and communities that help zero in on niche communities. There are countless LinkedIn groups and Facebook groups dedicated to specific areas: independent musicians, IT professionals, marketers, and small... Read more

Why YouTube Should Matter to Brands in 2013

Posted by Tony Quin on July 2nd, 2013 at 10:06 am

So, why are marketers wrong about YouTube? There are 5 reasons that for many brands, YouTube is arguably the most strategic channel on the Web.

What is a Buyer Insight?

Posted by Tony Zambito on June 17th, 2013 at 6:13 am

“What exactly is a buyer insight?”
I was asked this recently.  It made me think.  It is a term you hear and easy to quickly assume you know.  Turns out, there seems to be confusion given the rise in the use of the term “insight”.
A good place to start is with a brief answer to the question itself.  Here is my guiding answer:
A buyer insight is a profound, not-so-obvious, revelation as well as understanding of buyers, which leads to new innovations, value creation, marketing & sales capabilities, and business growth.
The basis of this definition is a buyer insight must be profound and it must alter an existing direction into one offering growth.
Do Not Confused Fact With Insight
One of the biggest areas of confusion I have noticed is misinterpreting a fact as an insight. One way of putting it is insight goes well beyond fact.  To be profound means an insight is an often unforeseen as well as unarticulated observation, which leads to a new deep understanding.  This new deep understanding then reshapes business growth strategies.
Uncovering facts of how buyers do things can result in improving effectiveness.  However, improving effectiveness is not a clear direct connection to a profound insight.  Mislabeling fact... Read more