Things that make me go “Hmmm”
In: News16 Jul 2012
We just launched a couple of great new reports on Zuum. These should give unparalleled views on what subjects perform best on Facebook. Our Subject Explorer and Subject Analyzer are two reports that work together to give you the most accurate view ever of what content makes the biggest impact on Facebook.
Zuum users will find these reports on the left side navigation when they’re logged into the Zuum tool.
Subject Explorer goes well beyond just showing you which keywords drive the best engagement. It gives you multiple parameters for filtering those subjects, based on critical engagement criteria. So the subjects it presents are subjects that work the way you want them to work.
Minimum Average Engagement Rate: Slider let’s you view only words above a certain engagement level. For example, you may want to only view subjects generating 20% above the average engagement.
Minimum Number of Posts Containing the Term: A subject that works in one post is very different from one that works again and again. The more times a high engaging subject is used, the more consistently it’s performing, and the more likely it will be to drive engagement for future posts. You may want to view at least 2-3 months of data to ensure there’s a broad range of subjects to analyze.
Minimum Number of Pages the Term is Used On: Brand and product terms usually are among the most engaging terms. By selecting more than one page, you’ll quickly eliminate most terms specific to a certain page, and get a better sense of what subjects are working across the entire industry.
You can rollover any term to get a quick view of its engagement rate, posting volume, and pages used by.
A detailed breakout of how a given subject is being used across all the pages you’ve selected. When you click on any term in the Subject Explorer, you’ll go straight to this view.
Across the top is data on the posting volume, average engagement rate for posts with that term, what types of engagements is pulled, and the media type that term was used with.
Top Related Terms: Shows the most common terms used in all posts on this subject.
Posting Calendar: Which brands posted about that subject on which days.
Top Brand Post: The most engaging page post on that subject.
Top Fan Post: The most engaging fan post on that subject.
More Brand Posts: Click to view a listing of all brand posts on that subject, ranked by engagement.
More Fan Posts: Click to view a listing of all fan posts on that subject, ranked by engagement.
In: Articles6 Jun 2012
This posted on iMedia today. Facebook’s been on a tear rolling out new features and new metrics. This article tries to define a fast-evolving subject.
With Zuum, it’s pretty clear I’m betting on Facebook as the dominant consumer social media platform for brands to engage their best customers.
Here’s the article: http://www.imediaconnection.com/content/29968.asp
This article breaks out posting activity trends across a number of industries, looking at things like how much to post, when to post, what topics to post, and what media type to use. Below is the chart that pretty much explains why if you’re trying to engage mass consumers, your best bet is probably Facebook.
If you’re not familiar with the concept, Spuloch attempts to make a film financed entirely through corporate sponsorships. All the challenges — ethical, creative and logistic — are the theme throughout.
While the movie purports to show the process and challenges of placing a brand’s products in a film, the real challenge and interest comes in putting the brand’s staff in the film. Conversations about a brand’s essence were never made for mass consumption. As someone once said, “Advertising is like hot dogs. You don’t want to see either being made.”
One of the flashpoints of the film is how Spurloch sets out to make a movie around brand sponsoships, and early in the movie you realize that the movie is well underway without a single sponsor. He’s been making the movie throughout.
I was actually surprised to see any brand jump on board, the way I’m surprised to ever see any politician talk to a Daily Show correspondent. (“Uh, lets see, Morgan Spurloch. Past movie was Supersize Me … Uh, I think we’ll pass)
I guess for some any exposure is irresistible.
That obvious disinterest should probably be shielded from the guy making the movie, though. In stating that they weren’t interested in the project, Volkswagen execs let their disdain for Spurloch’s blend of business and social commentary surface — stating there’s “no way they’d ever do this movie” — unwittingly giving Spuloch a good foil throughout the second half of the movie.
I did like his construct for selling brand sponsorships. Whatever the brand, it would be the Greatest ____ Ever Sold. Simple and direct, like the movie.
I certainly got my share of laughs throughout the film, and I think most people in marketing or entertainment would enjoy watching a dramatized version of their job play out on the screen. The question is, Which screen. I saw the premiere for free, but beyond that, I’d say its a rental.
I was on an early AM ride up the bike path just after daybreak, and caught the sun breaking through the clouds, landing right on the pier.
I really enjoyed writing this one. Perhaps the more bullet point structure made it easier, but it’s also nice to reflect on things you’ve come across in the past, rather than trying to project onto the future.
This is posted from the iPhone WordPress app, so I don’t have much in the way of formatting options.
Welcome. I'm a digital media strategist, creative director and entrepreneur. I like to explore various digital media platforms, and this is one of my blog outlets. I also write "Creativing", a weekly update on the latest developments in content marketing and online creativity, posted every Thursday at Creativing and iMedia. If you'd like a more ongoing stream of my thoughts, work or otherwise, feel free to connect with me on Facebook. My profile widget is below. Thanks.