Tagged 'youtube'

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

Social media landscape for the consumer electronics industry

Posted by Doug Schumacher on June 23rd, 2015 at 9:00 am

In this analysis we’ll take a look at the relationship between the social media accounts of a number of large consumer electronics brands, looking in particular at the relationship between community size, posting volume and engagements generated. This can help determine which networks are delivering the best engagement, as well as which might have untapped potential.
Let’s start with fan counts, visible below in the Global Fan Leaderboard. Nokia clearly has an overall industry lead, primarily due to their enormous Facebook following. In the same chart you can see how GoPro is running neck and neck with Nokia in regards to overall fans. However, GoPro’s fan distribution is quite different from everyone else in the industry, with exceptionally high fan counts in both YouTube and Instagram. The other brands in their industry aren’t using those networks to anywhere near the same level.

GoPro is taking a unique path relative to other brands in this industry, placing emphasis on two networks the other’s aren’t. The obvious question is, How well is their approach paying off for them?
Next we’ll look at the engagement levels being generated by the brands’ content on each network, in the chart below. This shows the sum of engagements of all... Read more

How much do luxury fashion brands post in each social media network?

Posted by Doug Schumacher on June 8th, 2015 at 12:00 pm

If you want to understand how much brands value (and get value from) their various social media properties, one interesting benchmark is how much posting they put into each network. Especially relative to their closest competitors.
Of course there are various factors to consider, like the type of industry and the different content types and styles of different networks. But if brands truly value a given network, it’s most likely they’ll put in a respectable level of posting for their industry.
Let’s take a look at some of the leading brands in the luxury fashion space as an example, below.
Posting Volume for Each Network – Luxury Fashion Brands

The first thing you may have noticed in the above example is the broad range of posting volumes in each of the different networks. It suggests considerably different approaches taken by the different brands. That’s great if you’re wanting to learn from the tactics of competitors, as it should provide a wide range of approaches to each network.
As noted above, there are also significant differences in the networks. It would be surprising to see a brand posting more on YouTube than on Twitter, given the different formats of each. In luxury fashion, we can see Twitter... Read more

How YouTube videos differ from other social network content

Posted by Doug Schumacher on June 2nd, 2015 at 11:49 am

When analyzing social media, comparing how content works on different networks is central to understanding the complete social landscape.
The challenge is comparing content across two platforms when the platforms themselves function very differently. YouTube in particular operates quite differently from Facebook, Twitter and Instagram.
Since its earliest days, YouTube has been as much content distribution platform as social media platform. Videos could be embedded into almost any environment. A blog post, website home page, even your MySpace page.
This idea of taking YouTube content and deploying it all over the web means that YouTube content is frequently consumed outside of the social network. And as such, its viewing patterns don’t track the way users may use the platform – or any other social platform, for that matter.
Check out the YouTube leaderboard for the Consumer Electronics industry, below. It shows the videos with the most views during the month of May. Note how several of the videos were posted months prior to May, yet continue to gather high numbers of views.
YouTube Videos with New Views – Consumer Electronics

That last post is one you’ve probably seen. The lion whisperer. Currently at over 26 million views. Note the post date of November 13, 2013. Yet it’s still one of... Read more

What a 9-year-old taught me about marketing with digital video

Posted by Kent Lewis on March 24th, 2015 at 9:17 pm

Nearly three years ago, I wrote The Ultimate Guide to Video Marketing on YouTube. I understood relatively early on in the growth curve of digital video and YouTube that both would play a significant role in the future of marketing. A year or more ago, however, a 9 year-old helped me see the true potential of digital video for sales and marketing.
With roots in search engine optimization (SEO), I’ve long extolled the virtues of YouTube, as the world’s second largest search engine. Unfortunately, the full potential of the video social platform didn’t fully come into focus until my son shed light through his interest in skateboarding and bracelet-looming.
Last Spring, I noticed my son’s rubber band bracelet creations were getting increasingly complex. I also noticed his skateboard knowledge and abilities improved drastically in a short period of time. I asked him how he learned these new skills and he replied “YouTube.” Like many other young web surfers, my son was using YouTube as his PRIMARY search engine and educational tool.
I quickly realized that my son was not alone in relying heavily on YouTube videos as a primary if not sole information source. If he was searching YouTube for “how-to” videos on... Read more