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Example: Competitive Analysis for Social Media Channels

Example: Competitive Analysis for Social Media Channels

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Published by Nate Riggs

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Published by: Nate Riggs on Mar 01, 2013
Copyright:Attribution Non-commercial

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07/04/2013

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SOCIAL CHANNELSCOMPETITIVE SCORECARD
For Client: Vitamix Conducted by Nate Riggs
Prepared by the brains at The Karcher Group
 
 AboutVita-Mix Corporation
Vita-Mix Business Goals for Social Media
 
1.
 
Increase brand awareness, preference and share in the followingtarget audience segments:
 
‘Aspirational’
 
‘Nutritional Answers’
 
‘Family Food and Health’2.
 
Leverage the existing customer base to drive sales
 
Influencer marketing
 
Campaign-based audience interaction
 
Engagement in health and wellness communities3.
 
Mitigate competitive pressures from the ‘good enough’ blenders.
 
Competitive monitoring and reporting
 
Keyword research and listening ( Currently using Radian6)4.
 
 Achieve customer retention via relationship building
 
Initiative: “The joy of You”
 
Consultative selling
 
Sustainable content marketing strategy5.
 
Establish the brand as a recognized blending authority
 
 Authoritative content and messaging on blending
 
Bowtie effect and trusted sources for content
Founded in 1921 and going back 4family generations, Vitamix’s visionis to improve the vitality of people’slives and liberating the world fromconventional food and beveragepreparation boundaries.To accomplish this vision, thecompany develops and producesthe world’s best-performing andmost reliable blending equipmentand create enduring relationshipsfor life.
Prepared by the brains at The Karcher Group
 
TKG Data Collection Tool Subscriptions
 
Prepared by the brains at The Karcher Group

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