Tagged 'Social Media'

Report: Social Media Benchmarks for 5 Industries

Posted by Doug Schumacher on October 15th, 2014 at 12:07 pm

One of the more popular reports we publish are benchmarking reports. As every industry is different, it’s interesting to see how KPIs like fan counts and engagement rates track across different industries, as well as across brands within the same industry.
This report takes a look at 5 major industries: Snack Foods, Fashion Retail, Pet Food, Luxury Auto and QSR Restaurants, assessing each on two major social media KPIs. Fan count, and engagement rate. The networks they are analyzed on include Facebook, Twitter, YouTube, Instagram, Google Plus and Pinterest.
Key Takeaways

Facebook is still the dominant network in each industry. There’s only one industry, Luxury Autos, in which Facebook has less than 80% of the total average community size.

Instagram leads significantly in engagement rate in every industry profiled.

Google Plus is showing both strong community size, and even more surprisingly, high engagement rates, in several of the industries.

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: Social Media Analysis – Children's Hospitals

Posted by Doug Schumacher on October 3rd, 2014 at 10:16 am

The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:

37% of all posts were made by the Children’s Hospital of Pittsburgh

49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign

Posts requesting donations generated more than 3x the overall per post average engagement

Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive

During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans

Three lessons on how to start a movement from Amex Small Business Saturday

Posted by Robert Davis on October 2nd, 2014 at 11:35 am

Small Business Saturday is probably the best example in recorded history of marketers starting a movement that has achieved widespread societal adoption. Now, I'm not talking about a trend or a fad, but a true movement – a group of people across a broad swath of the population working together to achieve shared goals. In the latest episode of The Unconventionals, PJA President Mike O’Toole sat down with Mary Ann Fitzmaurice Reilly, SVP Customer Marketing and Engagement at American Express. Mary Ann was one of the key individuals responsible for nurturing Small Business Saturday from idea to execution to high-powered social juggernaut.
OK, that’s some serious hyperbole. Here's why it’s completely justified.
It’s incredibly hard for marketers to rise above the forces of compromise to launch a truly great campaign. Building a movement is way, way harder: the public is often skeptical about what's motivating the brand. Authenticity is a real challenge. Marketers might not have the patience (or permission) to stick with it long enough. And success or flop, whatever happens, it happens in public - which means a lot of risk for the brand. Now check out this earned tweet promoting Small Business Saturday in 2012:

Now, any remaining objections to... Read more

Social Media Campaign Analysis: Coca-cola's #shareacoke

Posted by Doug Schumacher on October 1st, 2014 at 12:04 pm

Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”
This report analyzes the complete posting activity and impact generated in the campaign across Facebook, Twitter and Instagram. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.
Data Highlights

Facebook is the leading network for fans: Has over 90% of total community in this industry.

Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.

#shareacoke theme was 50% of the brand’s posting effort through reporting period.

#shareacoke generated 75% of the brand’s engagement during the same period.

#shareacoke was one of the biggest social media campaigns from any soft drink brand this summer