SLIDE 1
Social Media Audit and Conversation Analysis
By: Cassie Serra, Haley Dowell, Jasmine Arant and Kiarash Jalali
SLIDE 2 Gatorade was created to help replenish the carbohydrates and electrolytes athletes lost while performing physical activities In 1985, the Gatorade Sports Science Institute was founded to conduct research
- n the effects of exercise on the human
body Today, they continue to find innovative ways to help athletes improve performance by providing proper hydration and nutrition
SLIDE 3 Gatorade is #1 in the sports drink market
- Owned by PepsiCo and generates more than 1 billion dollars annually
- Owns 69.5 % of the sports drink market
- A global brand sold in over 80 countries
- Consistently ranks in the top ten of the U.S. Liquid Refreshment Beverage
- Established as the official sports drink of the National Basketball Association
SLIDE 4 What challenges is Gatorade facing?
- Gatorade’s growth is slowing down
- Change in consumer attitude
towards sports drinks
- Impacted by increased competition
from the ready-to-drink tea and energy drink markets
- Sponsored athlete popularity vs.
product popularity
SLIDE 5
Method
Coding
Timeline
Competitors Platforms
SLIDE 6 Coding and Timeline
- Manual Coding
- Hashtracker
- #powerthrough
#winfromwithin
- Seven Weeks
- April 4th, 2016 - May
23rd, 2016
SLIDE 7 Powerade
- #1 sports drink competitor
- Similarities between product
- Similar social media
strategies?
vitaminwater
- Sports drink
- Healthier alternative
- Similar benefits and effects
vkizoulis
SLIDE 8
Platforms
SLIDE 9 Brand Consistency:
- Logo
- Content
- Focus on Gatorade Frost
“Powering the next breakthrough in athletic performance. Your game is our lab. #winfromwithin”
SLIDE 10 Channel Frequency:
- Facebook, Twitter & Instagram
- Twitter-176 posts
Instagram-14 posts Facebook-10 posts
- Motivational voice consistently
SLIDE 11 Facebook:
- Largest Platform - 7.3 million likes
- Video Spots
- 1 post per 3 days, avg. of 8,237 likes
- Popular athletes
SLIDE 12 Twitter
- Most active platform, over 336 thousand followers
- Ranked 4,809 in the world
- Tweets 6 times per day, gains 26 new followers a day
- #DearPeyton day
SLIDE 13 Instagram
- Newest platform: 794,000 followers
- 1 post per 2 days, 8,000 likes per post
- Content consistent with Facebook & Twitter
SLIDE 14 Competitors
Powerade
- Introduced in 1988
- Purchased by Coca-Cola in
2007 for 4.1 billion dollars
endorser
vitaminwater
- Founded in 1996
- Coca-Cola purchased the
- rganization for 4.2 billion
dollars in 2007.
- 50-Cent owns 10 percent of
company
SLIDE 15
Competitive Advantage
SLIDE 16
Powerade commercial
SLIDE 17 Power of Athletes and Celebrities
- Vitaminwater sponsors celebrities
as well as athletes.
- Powerade specifically targets
athletes.
SLIDE 18
vitaminwater ad
SLIDE 19
Sentiment Analysis
Facebook Instagram Twitter
SLIDE 20
Positive Visitor Interactions on Facebook
Gatorade
7,301,024 Likes 88% Positive
Vitaminwater
3,910,215 Likes 77% Positive
Powerade
4,824,016 Likes 70% Positive
SLIDE 21
Gatorade Powerade vitaminwater
Instagram Followers
792,000 Followers 41,500 Followers 15,600 Followers
SLIDE 22
Gatorade
336,100 Followers
Powerade
152,100 Followers
Vitaminwater
125,800 Followers
SLIDE 23
We concluded Gatorade successfully uses social media to market its brand and to differentiate itself from the competition
SLIDE 24
Engage with positive replies and comments
SLIDE 25 Continue using unique and creative hashtags
The hashtags Gatorade uses are creative,
the overall mission of Gatorade in just a few short words
SLIDE 26 Utilize sponsored athletes social media following
Lionel Messi 85,065,650 Facebook Likes Dwayne Wade
11,280,382 Facebook Likes 5.41 million Twitter followers
Usain Bolt
17,193,977 Facebook Likes 3.97 million Twitter followers 2.6 million Instagram followers
SLIDE 27
Increase cross promotion and use social media more often
SLIDE 28
Thank you! Any questions?
