Embed Size (px)
Citation preview
Report Period: January 1 - December 31, 2015
2015 in Review: A Social Media Benchmark & Content Summary for the DMO IndustryA benchmark and content analysis of how DMO’s performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are GoHawaii, Pure Michigan, I LOVE NEW YORK, Visit Florida, VIsit California, Visit Colorado, Texas Tourism, Alaska Travel News, and Explore Georgia.
SummaryIn this report we look at the fan counts, posting habits, engagement levels, and content themes of the top DMO’s in the US for 2015. We’ll analyze 9 category leaders: Go Hawaii, I Love New York, Pure Michigan, Visit Florida, Visit Colorado, Visit California, Texas Tourism, Alaska Travel News, and Explore Georgia.
Highlights❖ Facebook is the leading network in fan count, with 59% of the average.❖ Instagram is the fastest growing network at 345%.❖ Twitter is the preferred network for posting, with 58% of the average posts on the
network.❖ Fans are engaging primarily on Facebook and Instagram. Facebook accounts for
about 59% of average engagements and Instagram accounts for about 43% of the average.
Report Period: 2015
How fans are distributed across the social networksFacebook is the leading network for fans, with 59% of the average fan count across the networks.Twitter, by comparison, only has about 9% of the average fan count.59% for Facebook is much lower than other industries we have recently reported on. This average count falls below the average counts of energy drinks, yogurt, and snack foods.These are the fan count numbers on December 31, 2015
How fan growth rates compare across the social networksInstagram grew over 345% on average. No other network experienced growth of that magnitude.Interesting to note is that despite the Facebook purge we have discussed in previous reports, this industry has managed as a whole to rebound. Facebook fan counts grew on average over 10%.You can read more about the purge here.
Facebook Fan PurgeYou can see from the two sample trending charts that fan counts dropped in March following the fan purge. Pure Michigan had approximately 847,000 fans before the purge, losing about 2% of their fans. The brand was able to recover and end the year with over 1,000,00 fans.Visit California lost about 14% of their total fan count. In January, the brand had just over 833,000 fans and ended December with just over 739,000 fans.
Trending
How fans are engaging across the social networksFans are engaging primarily on Facebook and Instagram. Facebook accounts for 59% of the total average engagement and Instagram 43%. By comparison, Twitter only accounts for 2% of the average.
Posting volume by network by brandBrands are posting primarily on Twitter, just over 58% of the average posting volume. Visit Florida is posting well over twice the average for Twitter.Facebook and Instagram posting volumes are each less than half of Twitter’s, with Facebook having 23% and Instagram having 17% of the average posting volume.
Top data points on Facebook
Brands posted on average 547 times.All brands appear to be promoting their posts. This can be deduced by comparing the Engagement numbers with the 24h Engagement numbers. The relationship between engagement to fan count can also be seen here. Pages with lower fan counts tend to have higher than average engagement/fan count ratios.
Top terms on FacebookThe top terms chart gives a snapshot of the most used or engaging posting topics for the entire year of 2015. Hashtags and URL’s here reveal campaign themes among the brands.Note that these are terms used at least 10 times throughout the entire year by any of these brands.
Top Posts by Sharing on FacebookFour of the top five most-shared posts on Facebook are photos. All five posts appear to be at least moderately promoted.Sharing is one of the most sought after engagements on Facebook, and even when supported with paid media, there’s no guarantee viewers will be inspired to share the content.
The Weekly Trending Report is just one example of how Zuum gives you the data views you need to maximize the impact of your social media properties. If you’d like to see this type of clarity for your Facebook page, request a free trial:Online FormZuumSocial.com/Contact/
The Weekly Trending Report. One of the most illuminating Facebook data views a social media marketer can have.
The trending line identifies shifts in performance for major
Facebook Benchmarks. Compare trending lines to understand
metric relationships.
The three dots compare your current week’s performance
to the previous week, the average of all weeks, and
your change since the start.
Count for most recent week.
