Tagged 'socialmedia'

Analyzing top social media posting keywords in any industry

Posted by Doug Schumacher on July 31st, 2015 at 7:18 am

Understanding what topics other brands in and around your industry are posting on, and how they perform, can accelerate your understanding of social media content as it pertains to your own brand.
So lets take a look at how you can get informative views of what’s working from several different vantage points. To do this, we’ll look at Zuum’s Subject Analyzer for posts on Facebook, Twitter and Instagram for the retail fashion industry for the following brands: Abercrombie & Fitch, American Eagle Outfitters, Banana Republic, Diesel, Gap, H&M, Levi’s, Lucky Brand, Roots Canada andTommy Bahama,
The first view is the default setings, below. Note the legend on the chart for meanings of size, color and positionings of each of the terms. This is a very broad view, capturing the greatest number of topics.

The above view is interesting, but perhaps a little noisy with so many keywords. So I can adjust the “Minimum average engagement” slider to show only those posts with average engagement and above. Say around .2% engagement, as I’ve done in the chart below. Notice how this removes many of the lower performing terms, making a bigger distinction between keywords performing around average and the absolute top terms.
An example of that is the #styledby hashtag, which is orange in the above chart... Read more

Most Shared Facebook Post Topics for the CPG Dental Product Category

Posted by Doug Schumacher on July 30th, 2015 at 9:01 am

Choosing a dental product for a gift may not be the most obvious idea, but as we’ll see, some products just need the right positioning.
In the Subject Explorer chart below, you can see the most shared posting themes from 5 top dental care companies over the past 3 months. Interestingly, you can see ‘gift’ is the most highly shared topic with at least 4 total posts during the time period.

You can also see a number of campaign themes, often identifiable by their hashtags, that would be interesting to explore. However, I’m interested in seeing how one sells a dental care product as a gift. The Subject Analyzer report below is the breakout of how that term was used by Oral-B.

As we mentioned, it’s often a matter of having the right positioning for your audience. Start with a practical dad, throw in father’s day even, and suddenly a dental product can make a pretty appealing gift. And for those of you familiar with typical Engagement-to-Fan ratios, you can see the performance for these posts was strong.

Triumph Motorcycles' #womenwelove Facebook Campaign Analysis

Posted by Doug Schumacher on July 29th, 2015 at 9:01 am

In social media, there’s a lot to be gained from analyzing a competitor’s top campaigns. Campaigns are a good way to gain a deeper understanding of their approach to social media, and marketing in general. Analysis of a competitor’s top campaigns can show how they value the various social channels, where they allocate resources, and how their content performs across the different channels.
And if you want to find a brand’s major campaigns, look for the hashtags they use when posting. Analyzing the motorcycle industry’s top posting themes since May, I found a number of interesting topics that were posted on at least 5 times on Facebook. See the Subject Analyzer chart directly below.

Curious to see how a motorcycle brand executes a salute to women — a small portion of their customer base — I selected the #womenwelove campaign theme. Analysis of the #womenwelove campaign is in the Subject Analyzer chart below.
In the Posting Calendar chart, you can see the campaign is from Triumph, with 5 posts scattered across the last few months, as evidenced in the Posts chart. All photos, of course, per the Engagements chart.

The Top Related Terms chart gives you a quick take on the campaign’s overall content.
Also in the Engagements chart, note the engagement-to-fans (E/F) ratio of... Read more

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