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