Tagged 'Strategy'

Breaking Down The #chipotlecultivate Facebook campaign

Posted by Doug Schumacher on August 5th, 2015 at 9:08 am

Take a look at what an innovative brand like Chipotle does for their big Facebook campaign for the month of July, 2015.
Below is the Subject Explorer for June. These are all the topics Chipotle posting on. You can see how the #chipotlecultivate campaign pops out, for both its volume and engagement level, per the legend on the upper right.

Naturally that sparks curiosity around the #chipotlecultivate hashtag. From there, we can see exactly what type of content is behind that keyword, the calendar they posted on, and so on. Below is the Subject Analyzer with those data views, and more. Note the Top Related Terms chart, which gives you a sense of what the overall campaign is about.
The fan-generated content down in the lower right of the chart below is nice, too. You can see they set up a booth at the event to enable consumer posts with the event and Chipotle brand.
And it looks like Chipotle put some budget behind this campaign, as identified by the difference between the 24-hour engagement rate, and the normal engagement rate (more about how we detect post promotion here).
The Cultivate event is actually a series of events, and I’m guessing that Chipotle used private posting to reach specific groups... Read more

July Ranking of 25 Most Engaging Brands on Facebook

Posted by Doug Schumacher on August 4th, 2015 at 9:02 am

In our post last month, “Ranking 25 of the most engaging brands on Facebook“, we introduced a new feature article we’ll have each month. A Facebook leaderboard full of stats on 25 of the most engaging brands online today.
See how the content marketing giants fair against each other. The intro article, linked above, has additional context on the selection process, and how to read the engagement metrics on the leaderboard.
For the second month in a row, Monster led with total engagements. Interestingly, direct competitor Red Bull rose to the challenge this month and almost topped them.
You can download a PDF version of the below PNG here: Zuum-25-Most-Engaging-Brands-Facebook-July-2015

Consumer electronics industry leaderboards for Facebook, Instagram and Twitter

Posted by Doug Schumacher on August 3rd, 2015 at 9:22 am

With July behind us, let’s take a look at how the top brands in the consumer electronics industry performed on Facebook, Twitter and Instagram. The brands assessed are GoPro, Sony, Canon, HP, Vizio, Nokia, Bose, Samsung and Panasonic.
We’ll start with the Facebook leaderboard, below. While a number of the brands have amassed impressive followings, it’s the posting volume of GoPro that I find most interesting. Especially given this is Facebook, a network that most brands seem to treat with a certain amount of restraint when it comes to posting. At least compared to Twitter and Instagram. The reasoning is that Facebook has a filtered feed, so theoretically, if brands concentrate their efforts on producing outstanding content, then that content should rise to the top of their fan’s newsfeed and be seen. GoPro clearly doesn’t feel that way though, and unleashed a whopping 149 public posts in July.

Next, we’ll move over to the Twitter leaderboard, below. Twitter is a network we typically find brands posting to in higher volume. And you can see that the average volume of these brands is 60 posts a month. A good amount above Facebook’s industry average of 40 and Instagram’s 33. Here again, we see GoPro posting... Read more

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

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