SOCIAL MEDIA AUDIT & CONVERSATION ANALYSIS ISABELLE BAUMGARTEN, KATIE OROSS, KAYLIE MCQUILLIN, MCKENZIE HARGENS AND TAYLOR BENAVIDES
Introduction Lars Olsson Smith & Absolut Rent Bränvin 01 1970s globalization 02 Utilizing collaborations and collectibles 03 Expanding digital presence to encompass 04 greater audiences
Our Purpose To compare Absolut Vodka, a middle shelf product, with its bottom shelf competitor Smirnoff Vodka and top shelf competitor Belvedere Vodka. Analyze content published by these companies on Facebook, Twitter and Instagram between July 30 and September 30 to evaluate brand strategy during the peak of the summer season. Provide actionable recommendations, tactics and objectives that will allow Absolute Vodka to reach optimum levels of engagement with its consumers through social media.
Our Methods Manually tracked and recorded data from Facebook, Twitter and Instagram from 01 July 30 to September 30 Compiled data into an Excel sheet and created Pivot tables to track the sum of 02 the total interactions on all platforms for each brand Utilized Social Mention, Google Trend Analysis, CrunchBase and VodkaBuzz to 03 locate consumer conversation outside of branded platforms Monitored key words, hashtags and brand themes such as #AbsolutNights, do it 04 yourself cocktails, nightclubbing and vodka in general.
Audit Results COMPARING THE PERFORMANCE OF ABSOLUT VODKA'S SOCIAL MEDIA STRATEGIES WITH ITS COMPETITORS SMIRNOFF VODKA AND BELVEDERE VODKA ON FACEBOOK, TWITTER AND INSTAGRAM
Facebook Overview Total Number of Followers Between July 2017 and September 2017
Twitter Overview Total Number of Followers Between July 2017 and September 2017
Instagram Overview Total Number of Followers Between July 2017 and September 2017
Facebook Results
Average Interactions per Post for Each Brand: 343 688 22
Absolut's Performance on Facebook Content with the Content with the Most Engagement: Least Engagement: Shares: 156 Shares: 156 Likes: 714 Likes: 32 Views: 2,100 Views: 10,000 Comments: 238 Comments: 2 Total Interactions: 11,108 Total Interactions: 2,290
Twitter Results
Average Interactions per Post for Each Brand: 1 10 7
Absolut's Performance on Twitter Content with the Least Content with the Most Engagement: Engagement: Total Likes: 6 Interactions: Retweets: 0 6 Replies: 0 Total Likes: 714 Interactions: Retweets: 238 141 Replies: 2
Instagram Results
Average Interactions per Post for Each Brand: 1,979 116 1,615
Absolut's Performance on Instagram Content with the Most Engagement: Content with the Least Engagement: Total Total Views: 2,680 Likes: 340 Interactions: Interactions: 2,683 Comments: 3 6 Comments: 4
Our Findings Sparse and inconsistent updates across all platforms Minimal responsiveness to followers resulting in lackluster levels of engagement in comparison with competitors Strong, uniform and unique tone of activism and social justice across all platforms
Conversation Analysis ANALYZING THE CONSUMER CONVERSATIONS PERTAINING TO ABSOLUT VODKA AND ITS COMPETITORS AS WELL AS BRAND THEMES AND KEYWORDS.
Google Trend Analysis FROM JULY 30 TO SEPTEMBER 30 Beginning of the Absolute Nights Advertising Labor Day Weekend Campaign KEY: Absolut Smirnoff Belvedere ON AVERAGE ABSOLUT VODKA GARNERED A GREATER AMOUNT OF SEARCH RESULTS THAN ITS COMPETITORS
Absolut Consumer Sentiment Analysis Positive: Neutral: Negative: Second leading vodka brand Three out of five star rating Unpleasant Flavor with 11 million nine-liter cases on VodkaBuzz Overpriced Winner of the 2017 Luxury Processed through “One "Just bad vodka" Packaging Award, Drinks – Source” in Åhus, Sweden Bottle & Primary Pack 1,346 mentions according to Recognized as proud Social Mention supporters of the LGBTQ “It is not a bad vodka but community there is definitely better “The branding is understated options” and confident, allowing the iconic silhouette to do the talking.” (Ardagh Group)
Smirnoff Consumer Sentiment Analysis Positive: Neutral: Negative: Ads feature celebrity and 3,275 mentions Two out of five rating on VodkaBuzz social media influencer according to Social “Smirnoff is hardly Chrissy Teigen and Tom Mention alcohol” Dansen Considered to require a Described as leaving Leading vodka brand at sort of chaser an overt burning 25.5m nine-liter cases sensation Considered inexpensive Described as "essentially tasteless,” and “very smooth”
Belvedere Consumer Sentiment Analysis Positive: Neutral: Negative: Considered great as a Three out of five stars on Some consumers say you can get mixed drink or by itself Vodkabuzz inexpensive vodka Praised for being distilled in 1,239 mentions of the that tastes the same Poland with charcoals brand according to Some consider it too Sleek packaging described Social Mention flashy as attractive by consumers "Not a loud enough Earned a reputation as a bang for your buck" brand used to impress peers
Recommendations Invest greater time and energy into 01 developing a consistent social media strategy Utilize hashtags to better track and listen 02 to consumer conversations and adjust strategy accordingly Increase responsiveness to interact with consumers and make the brand's voice 03 more personable Invest in brand ambassadors and social 04 media influencers
Opportunities for Expansion Exclusive partnerships with reputable Pinterest accounts, allowing Absolut to capitalize on pre-established networks of loyal followers Sponsored content on accounts such as Buzzfeed Tasty and other culinary focused accounts
Thank You! WHO WANTS SHOTS?
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