Tagged 'Strategy'

Social Media Benchmark and Content Trends for the Yogurt Industry

Posted by Doug Schumacher on December 9th, 2015 at 1:37 pm

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top soft drink brands in the US. We’ll analyze 5 category leaders: Chobani, Fage, Yoplait, Oikos Greek Yogurt, and Stonyfield.
Highlights

The largest network account among all these brands is Fage’s Facebook account with 1.25 million fans, closely followed by Yoplait.
Instagram is the fastest growing network, averaging a nearly 9% increase.
All brands appear to be promoting their posts on Facebook. Facebook is also the leader in engagement for this period.

Report: Social Media Benchmark and Content Trends for the Fruit Juice Industry

Posted by Doug Schumacher on November 24th, 2015 at 11:39 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top fruit juice brands in the US. We’ll analyze 9 category leaders: Dole, Naked Juice, Capri Sun, Ocean Spray, Minute Maid, Welch’s, SUJA Juice, V8, and Langers Juice
Highlights

The largest network account among all these brands is Dole’s Facebook account: 1.8 million fans.
Instagram accounts on average gained over 18% in fan growth, industry-wide.
Between Facebook, Twitter, and Instagram, Instagram generates the most engagement. And on average, engagement on Instagram is over twice that of Facebook, despite having only 2% of the Facebook fan count.

Report: Social Media Benchmark & Content Trends for the Energy Drink Industry

Posted by Doug Schumacher on November 18th, 2015 at 10:10 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top energy drink brands in the US. We’ll analyze 5 category leaders: Monster Energy, Red Bull, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
Highlights

The largest network account among all these brands is Red Bull’s Facebook account: 44.2 million fans.
Instagram accounts on average gained over 3% in fan growth, industry-wide. That compares to .37% for Facebook.
Between Facebook, Twitter, and Instagram, Instagram generates the most engagement. Facebook only has 54% of the total public engagement generated by Instagram.

Social media campaign from Naked fruit juice is socially-conscious

Posted by Doug Schumacher on September 23rd, 2015 at 9:10 am

This is a nice, simple campaign with an added appeal of generating consumer contributions.
Employing the hashtag #drinkgooddogood, it entices readers to take a photo of a fruit or vegetable, post it with the hashtag, and Naked will donate 10 lbs of produce to Wholesome Wave.
It’s notable that the largest posting volume was on Facebook, a network typically with the least amount of posting among the three networks analyzed: Facebook, Twitter and Instagram. I like how the brand is reposting the top fan pics, with fans showing their creativity with fruit.
So far the campaign has continued on through September. It will be interesting to see how long this runs, and if they release information on the total amount of produce donations generated.

Facebook July Leaderboard for CPG Dips and Dressings

Posted by Doug Schumacher on August 17th, 2015 at 11:36 am

CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.

Fan growth rate is also relatively strong, averaging almost 2% for the industry. That would be around 25% growth per year, and you can see Litehouse Foods, the second largest brand in this group growing at well over 5% in July.
Yet another interesting view on this chart is the comparison of the Engagements column to the 24h Engagements column. As we explain in this post about how to estimate the percent of engagement of a competitor’s post that was generated by paid promotion, It looks... Read more