Brand in Focus – LeapFrog

Visit LeapFrog.com for the latest in kids toys, games, and technology!

Visit LeapFrog.com for the latest in kids toys, games, and technology!

The next brand to be placed “in focus” is LeapFrog – which builds off of last weekend’s #SundayMusings focus on brands that have entered our household since the birth of our child last year.  LeapFrog is the creator of a number of educational toys, games, and technology-driven gadgets for the young ones in the house.  We have found their products to be fun and engaging, while also catering to my gadget geekdom.  

Let’s look under the hood on how LeapFrog brands itself online and across social media platforms in our latest “Brand in Focus”!

LeapFrog Homepage 1

LeapFrog’s own website is easy to use and makes it easy to find what you are looking for.  Directly below the headlines in the screenshot above you will find the ability to find the right LeapFrog product by product category and/or by your child’s age bracket.  Easy enough, right?

Further down you will find verbatim responses and quotes from LeapFrog users, a nice way to resonate with potential customers and those that have yet to try its products.  

LeapFrog Homepage 2

You won’t find links to LeapFrog’s social media sites until you hit the bottom of the home page – where the company has direct links to its Facebook, Twitter, YouTube, and Pinterest pages.  Let’s dive into each …

Facebook:

LeapFrog currently has over 1.1 million likes on Facebook.  Just about every weekday you will find at least one update on LeapFrog’s Facebook page.  Engagement with fans goes through peaks and valleys, somewhat surprisingly.  There are some posts that catch less than 100 “Likes” but there are others that easily exceed triple digits.  

One of the more successful posts – in terms of driving Likes and shares – is seen below, the Facebook announcement of LeapFrog Epic, the latest tablet to be launched by the company last month.   

Introducing the brand new LeapFrog Epic, our newest tablet with a kid-perfect UI that grows with your child and lets…

Posted by LeapFrog on Wednesday, August 19, 2015

 

The other item that caught my eye is that there are a lot of calls to action or tabs at the top of LeapFrog’s Facebook page – and that’s a good thing in my opinion.  They provide you with a Customer Support page for email and phone support.  They also have links to their other social media feeds, and across product pages.  

LeapFrog Facebook

Twitter:

There is a big drop-off in the number of followers from Facebook to Twitter, where LeapFrog has a little under 30K followers on the latter.  There is also a little bit more of a gap in frequency on their Twitter feed, where there is occasionally a week or so going by without an update.  

However, one item that caught my eye in August and it falls under the Brandscaping category – where LeapFrog and Toys R Us came together on 8/26 for a #ToysForAll Twitter chat.  An excellent job by the two companies to come together for a good cause.

The #ToysForAll Twitter chat

The #ToysForAll Twitter chat

YouTube:

Similar to its Twitter numbers, LeapFrog has slightly under 30K followers on YouTube.  However, LeapFrog’s uploaded videos on YouTube have driven over 30 million views!  LeapFrog’s YouTube page provides a plethora of information and video to guide yourself through.  The content is nicely organized as well – take a look at the “Playlists” page and you’ll find that someone has taken the time to organize the video uploads by product categories.  

What actually caught my eye and drove home the decision to put LeapFrog in focus this quarter is the new ad below.  I first saw it during a commercial break on Hulu and thought it was well done … and well targeted by Hulu’s algorithm given how much kid-friendly content we have purged through in recent months.  

Pinterest:

A similar level of focus and detail can be found on LeapFrog’s Pinterest page and boards, with Pins and boards ordered by season, holiday, product category and more.  You will also see a Holiday wish-list board for each of the past three years.  

LeapFrog Pinterest

I’m a little surprised that LeapFrog “only” has 14K followers on Pinterest, as I would have thought this would be a great place for moms to follow the brand and to get ideas for their children via a more visually stimulating platform.  

Overall Summary:

I’m very impressed with the level of detail that goes into organizing LeapFrog’s content on each of the social media platforms.  Someone, or a group of people, are doing a great job at paying attention to detail for the company.  

One item that did catch my eye when flipping across networks is that the LeapFrog website does not directly connect to its Google+ or Instagram pages.  However, those do exist and are out there, but I like the focus on where they have more traction right now.  

What have you seen from LeapFrog across platforms that you like/dislike?  Are you currently using their products, and if so, why?  Let us know in the Comments section below.

 

Brand in Focus – the NBA

The NBA logo, aka Jerry West via the NBA’s Twitter page

The NBA logo, aka Jerry West via the NBA’s Twitter page

With the NBA Draft this past Thursday night and my Minnesota Timberwolves owning the first pick of the draft (Karl-Anthony Towns), this feels like the right time to put NBA branding in focus!  The NBA’s branding efforts across social media have driven a nice niche for the sport, most specifically on Twitter and Vine.  Let’s dive right into it and start with the NBA’s own web site.

NBA.com ... please clean this up

NBA.com … please clean this up

For a company that does well for itself on social media, I don’t understand why the NBA’s web site always feels so cluttered and confusing.  The screenshot above was taken less than two days ahead of the NBA Draft and it is just a mess.  You have ads on the sides – which drives me bonkers across the web – and not enough focus on the one event that is in the immediate future.  I’ll save you the trouble of what scrolling down on NBA.com looks like – links everywhere, columns and rows that don’t blend nicely.

The one other item that I noticed is that the NBA has the Facebook, Twitter, and Google+ counts on the top of their page, but to find all of their social media pages, you have to drag your mouse over the “More” link towards the top right and a pop up of social media sites is provided there.

Let’s move on … quickly … to where the NBA is doing solid work and driving real engagement with its fans.

Twitter:

With 15.5 million followers on Twitter, the NBA is doing a tremendous job of promoting its brand on the network.  The NBA passes along news from around the league, RT’s pertinent information from team pages, NBA players, and finally, sister Twitter feeds that have been set up over the time – @NBAHistory, @NBADraft, @NBATV and more.  A generic search on Twitter for “NBA” gave me a compilation of all of these elements:

NBA on Twitter

The league has truly embraced Twitter and has somewhat “forced” its TV partners to follow suit.  My personal Twitter feed is full of NBA news and notes from around the league no matter what time of day or night it is.  The NBA received 100’s of RT’s and Favorites when it posts its own content and is directing followers to many other pages as well with its RT efforts.

The efforts by the league’s Twitter team has also done a fine job of carrying over engagement with fans on Twitter’s Vine platform …

Vine:

With 1.1+ million followers on Vine, the NBA is blowing other US professional sports leagues out of the water on the micro-video network.  I don’t think anyone can argue that the NFL is the #1 professional sport in the US right now and they only have 350K+ followers, while MLB has over 330K.  Essentially, the NBA has three times as many followers on Vine vs. the two leading professional sports here in the US.

Need more proof on the NBA’s branding efforts on Vine, well, I actually wrote about this a few months ago – click here.

Facebook:

27 million plus fans have Liked the NBA’s Facebook page and the engagement coming from these fans is immense.  While I see a lot of duplicative effort and cross-posting between Twitter and Facebook, the NBA typically receives thousands of likes and hundreds of shares on each Facebook post.  Note that this isn’t a once a day posting either, there are a handful of posts typically coming on a daily basis from the league to their fans.

I did notice one area of improvement to recommend … it looks like the page owner’s gave up on the milestone dates after 2011 per the screenshot below.  Please, fill this in!  I truly enjoy the history lesson that brands provide when they fill this in and maintain it adequately.  The NBA does a nice job of referencing championship teams in the timeline, but also major milestones in league history.

NBA on Facebook

Instagram:

While winning on the three prior social networks referenced above, the NBA seems to have some work to do if it is going to maintain a presence on Instagram.  With the deep following on Facebook, it would make a lot of sense for the league to consider going deeper on Instagram over its time and energy on Pinterest (see below).

The NBA has 8+ million followers on Instagram and the landing page screams “Help!”.  I’m not a big fan of how bland the landing page here is.  I have really enjoyed seeing brands create a banner that rotates images on the landing page and what you see below is a pretty basic, white landing page.

NBA on Instagram

That said, the NBA is clearly embracing the video features on Instagram, uploading a number of videos for the NBA Draft throughout the days prior, as well as snippets from the NBA Finals that just wrapped up a few weeks ago.

While I believe the league’s page could be cleaned up a bit, you can’t argue with the results, as most uploads are receiving hundreds of thousands of likes and hundreds of comments.

Pinterest:

Relative to other social media platforms, the NBA ‘struggles’ to build a highly engaged audience on Pinterest.  The league has slightly over 13K followers on the platform, well behind its other pages and networks.

However, I do like what the league has done on Pinterest and it might be better suited taking this style and approach over to Instagram.  If the NBA were to take the “off the court” approach that it uses on various boards and board covers on Pinterest over to Instagram, I think it could be a real winning formula.

NBA on Pinterest

Overall Summary:

The NBA is clearly doing a lot of good across social media.  However, there are a few, small tweaks worth considering in their digital marketing efforts to help build a strong brand image with (potential) fans.

Positives:

  • They have really built a nice niche on Vine
  • Consistent content is being sent to their followers on a daily basis
  • Driving engagement with fans through the use of images and video

Improvement Areas:

  • Pay attention to the details and nuances of each page – for example, keeping the milestones up to date on Twitter
  • Leverage its Pinterest approach on Instagram and maybe even consider dropping Pinterest given how far behind the NBA’s following is relative to Instagram

What are your favorite and least favorite parts of the NBA’s social media efforts?  Where would you like to see the NBA make improvements?  Let us know in the Comments section below.

 

Brand in Focus – Bolthouse Farms

Bolthouse Farms Logo (Bolthouse.com)

Bolthouse Farms Logo (Bolthouse.com)

This quarter’s “Brand in Focus” takes a look at the branding and digital marketing efforts of Bolthouse Farms.  The company’s web page promotes their Facebook, Twitter, and Instagram pages.  Noticeably missing from the links at the top for me, is the brand’s Vine page as that is how Bolthouse Farms originally caught my attention. [Read more…]

Brand in Focus – Whole Foods

 

Brand in Focus - Whole Foods on ShoreBranding.com

Brand in Focus – Whole Foods on ShoreBranding.com

Our next “Brand in Focus” puts Whole Foods’ branding and digital marketing efforts under the microscope. The grocer has been growing here on the east coast and caught my eye over the past few months with its paid advertising efforts on Twitter and Facebook, announcing the grand opening of a new store in Marlboro, NJ. Digging into the company’s digital efforts there are a number of highlights and positives that caught my attention.

First, WholeFoodsMarket.com promotes its efforts across a number of social media sites, all of which we will tackle here. The landing page appeals to the eye with big, bold images scrolling behind the links. When you rollover the text on the left hand sidebar (below) you find a number of links to go to. [Read more…]

Brand in Focus – Starbucks

 

Recognize this logo?

Recognize this logo?

Welcome to another edition of ‘Brand in Focus’ – our look into the branding and digital marketing efforts of specific brands and companies. In this edition we’ll be focusing on one of the most talked about, successful brands to engage with its customers across social media … Starbucks.

Starbucks.com promotes its social media pages on Facebook, Twitter, and Google+. However, before we even dive into each one, let’s take a minute to talk about their own web site. In preparing this entry, the ‘current’ landing page goes right into mobile marketing with a request to text them to receive offers over your phone. I happened to give this a whirl and was signed up for their SMS program and this was the second message that was sent my way: [Read more…]

Brand in Focus – Cadbury

After doing a little searching for our next ‘Brand in Focus’ – it was quickly decided that Cadbury (UK) would be the nominee due to a slightly unique status across social media platforms.  The Cadbury web site promotes its social media pages on Google+, Facebook, and Twitter.  What immediately caught my eye were the number of fans and followers on each.  Cadbury’s Twitter page has ~185K Followers at the time of this writing and their Facebook page has 518K Fans.  However, their Google+ page has over 3.1 million Followers.

Cadbury’s own web site heavily promotes the G+ and Twitter feeds, as you can see in the image below.  The G+ page has also been heavily supported and used as an example of one of the better/stronger pages out there on the network.  Given this, let’s start there. [Read more…]

Brand in Focus – Oreo

It has been a few months since we put a ‘Brand in Focus’.  Our second deep dive into a successful digital marketing strategy will focus on Oreo.  Let’s dig a little deeper into the brand’s efforts to see what has helped drive the brand forward and see how things look across social media platforms.

Oreo did not grab our attention until last year’s Super Bowl with its now infamous tweet and it has been history ever since:

We’ll focus on Twitter first, but before we do that, let’s outline Oreo’s efforts.  When visiting its own web page, you will see that they have links to their Facebook, Twitter, Instagram, and YouTube pages.  One of the first things that caught my attention was the use of the same image/icon/logo across each platform – showing consistency in their branding efforts across each page.  Well done!  Now, how do they compare?  Let’s take a look … [Read more…]

Brand in Focus – Old Spice

Due to our poll results, the first Brand in Focus write-up for Shore Branding will be on Old Spice.  From time to time we’ll be focusing on a brand or company that is producing quality branding material online/offline and building engagement with consumers.  We will dig a little deeper into those efforts to see what helped drive the brand forward and compare them across social media platforms.

Approximately ten years ago Old Spice had just begun to turn the corner and away from its archaic image as an after shave and cologne exclusive business.  After acquiring Old Spice in 1990, P&G struggled to move the needle and change the image of the brand to attract new users and a younger demographic.  P&G started to stretch the Old Spice name into the deodorant category and has since moved it further into the body spray and body wash markets.

These brand extensions have helped grow the brand and its user base, but it wasn’t exclusively because of moving into the right category at the right time.  Old Spice has done a terrific job with their online / digital marketing and has completely shifted the image from your grandfather’s cologne to a hip/young/cool persona.  How and where did the brand do this?  Let’s take a look: [Read more…]