Tagged 'Strategy'

Top 20 pet food posts on Instagram for June

Posted by Doug Schumacher on July 9th, 2015 at 9:35 am

Categorically, pet food brands have been a little slow coming onto Instagram, which seems odd given that it’s such a visual medium, and it would be hard to think of a more photogenic subject than pets. But some brands are taking advantage of that situation. For those posting on Instagram, many are posting much more than on their other social networks, which implies that they like what’s happening when they post.
So this post is simply a look at the 20 most engaging posts for June for the brand we analyzed, based on the engagements-to-fans ratio. As you can see below, pets make for some pretty funny photos. And that’s obviously a good match with Instagram.

Why so few World Cup victory posts on Facebook from US Women’s soccer sponsors?

Posted by Doug Schumacher on July 8th, 2015 at 9:19 am

In an analysis of 12 of the 14 official sponsors of US Soccer, I found only 3 posted about the women’s World Cup victory on their Facebook pages (I used the Facebook pages featured on each sponsor’s website listed on the sponsor page).  It struck me as odd that more brands weren’t joining the rest of the country in a little flag-waving over the championship. Really, what are they paying those sponsorship dollars for?
Below, in the Subject Analyzer, is a breakout of all 6 posts from the sponsors for the week of July 1 – 7, the week surrounding the World Cup game. You can see the specific terms searched for in the posts — “soccer”, “cup” and “uswnt”. The Posts chart shows the post are, not surprisingly, all photos. And the Engagements chart shows a good amount of sharing. So the topic seems to be of interest to the fans of those brands.

To further demonstrate how little mentioning there was of the USWNT victory, here are the topics posted on during that week by the sponsors. Yes, it was July 4th, and that’s a big deal for US brands. But Sharkweek over a World Cup championship?

Here are the various brands involved in this analysis. You can see a... Read more

Twitter and snack foods: An industry overview

Posted by Doug Schumacher on June 29th, 2015 at 2:08 pm

While there are a lot of questions lately about Twitter, it’s business model, and its role for brands in the social media landscape, one thing is certain: Brands are continuing to use it.
Below is an analysis for some of the world’s leading snack food brands. To start, notice their volume of posting on Twitter vs the other networks. Whatever is being debated about the value of Twitter for brands, in this industry, every brand posts on Twitter more than any other network. Usually the difference is by a wide margin.

So how are they posting on Twitter? The Posts chart below is an analysis of the overall posting volume, as well as a Posting Calendar breakout for each brand.
It’s notable that despite Twitter photos having been around since 2011, only half of this industry’s tweets were photos. While photos on Facebook have performed considerably better than text for a while now, and brands have reflected that in their format selection for Facebook posts, brands are still using text posts significantly on Twitter.

Lastly, let’s look at the top posts for this industry. Below are the top 10 posts for these brands for the month of May. Per our commentary about format type, 3 of the top... Read more

Which social media networks drive the best engagement for state tourism DMOs?

Posted by Doug Schumacher on June 24th, 2015 at 12:05 pm

One of the more challenging tasks in social media analysis is comparing performance across different social networks. Several issues contribute to the difficulty. Networks have different content formats, and resultingly, engage users differently. The have varying engagement mechanisms as part of their user interface. And can have vastly different community sizes.
But at the end of the day, you need a point of comparison.
The fan count to engagement ratio is a common measure for engagement when using publicly available data. And while it’s accuracy lowers when comparing one post to another, when viewed across a longer time period and a number of posts, things start to average out, and it becomes a more interesting metric. One that, while not perfect, does give a sense of what type of engagement brands are able to generate, relative to their community size and posting volume.
So lets look at how this metric applies to the tourism industry, aka DMOs (Destination Marketing Organizations).
The data below is for 9 state tourism DMOs for the month of May, 2015. The general formula for this engagement ratio is: Public engagements / number of posts / number of fans. This presents a percentage point figure that will tend to favor smaller community sizes, while at the same... Read more

A savvy Instagram promotion from fashion retailer ShoeDazzle

Posted by Doug Schumacher on June 18th, 2015 at 12:29 pm

As we’ve shown in the past, Instagram is delivering great levels of engagement, in particular for fashion brands.
That means brands are going to want to be building their audience on the network. How are fashion brands doing that through their Instagram posting? Typical questions marketers have around this type of campaign are: What topics or themes are used to build audience on Instagram? How long do the campaigns run? How much posting is used? How are those posts scheduled?
We’ll answer those questions and others in this post.
To start, I went into Zuum’s Subject Analyzer to look for interesting promotional campaigns that generated solid engagement rate. ShoeDazzle’s #SummerSandalSteal stood out both for it’s volume and engagement level.
Our first view is an overall campaign analysis, featured directly below. Notice the major metrics. Posting volume of 5, average engagement level of .55%, and the calendar view in the Posting By Day chart.
ShoeDazzle’s #SummerSandalSteal Campaign

Note the content of the posts, directly above. Simple steps to enter a drawing to win a free pair of sandals. The request is simple and straight-forward. Follow and mention the brand in a post, and include the campaign hashtags. Those parameters make it easier for the brand to track performance, while also... Read more