SOCIAL CHANNELS COMPETITIVE SCORECARD

For Client: Vitamix Conducted by Nate Riggs

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About Vita-Mix Corporation

Vita-Mix Business Goals for Social Media
1.  Increase brand awareness, preference and share in the following target audience segments: •  ‘Aspirational’ •  ‘Nutritional Answers’ •  ‘Family Food and Health’ Leverage the existing customer base to drive sales •  Influencer marketing •  Campaign-based audience interaction •  Engagement in health and wellness communities Mitigate competitive pressures from the ‘good enough’ blenders. •  Competitive monitoring and reporting •  Keyword research and listening ( Currently using Radian6) Achieve customer retention via relationship building •  Initiative: “The joy of You” •  Consultative selling •  Sustainable content marketing strategy Establish the brand as a recognized blending authority •  Authoritative content and messaging on blending •  Bowtie effect and trusted sources for content

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Founded in 1921 and going back 4 family generations, Vitamix’s vision is to improve the vitality of people’s lives and liberating the world from conventional food and beverage preparation boundaries. To accomplish this vision, the company develops and produces the world’s best-performing and most reliable blending equipment and create enduring relationships for life.

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TKG Data Collection Tool Subscriptions

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Social Business Scorecard – Approach
For the purpose of this social media benchmark report, TKG will collect and analyze social presence data to gauge the effectiveness of your current efforts in using social media, content, community management and web marketing best practices. Each month, we will provide a benchmark report that contains marketing insights and recommendations as to how your business can improve its approach to expanding your presence in social media.

1
Non-Existent

2
Ineffective

3
Somewhat Effective

4
Effective

5
Excellent

Scorecard Rating Key
Ø  Ø  Ø  Ø  Ø  Non-Existent – Social media tactic is not being used or is claimed but dormant Ineffective – Use of social media tactic requires significant improvement to deliver any meaningful results Somewhat Effective – Use of social media tactic is adequate, but shows significant opportunities for enhancement Effective – Use of social media tactic aligns with current best practices Excellent – Use of social media tactic aligns with current best practices and is generating meaningful results

Overall Effectiveness Grade
From the social media channels analyzed, we will divide your point total by the number of total points possible. The percent of variance will determine your brand’s overall social business effectiveness score.

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Competitive Analysis

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Competitive Scorecard Summary
Category Competitor SOV Score Twitter Score Facebook Score YouTube Score Overall Presence Score E Grade

1. KitchenAid

5

5

4

4

18

90%

2. Blendtec

4

3

4

5

16

80%

3. Vitamix

3

3

5

3

14

70%

4. Breville

3

2

3

2

10

50%

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Share of Voice Monitoring Blending Category

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Share of Voice Monitoring - Blending Category

Ø  While Blendtec is a power player in the category with “Will it Blend”, KitchenAid shows the strongest SOV across channels. Vitamix should increase content curation and distribution frequency on Twitter, in order to support the strong presence in blog mentions. A stronger Twitter presence can be used to help promote blog content mentioning Vitamix

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Share of Voice Monitoring - Blending Category

Ø  KitchenAid shows the strongest SOV across channels, followed by Blendtec. Vitamix registers low along with Breville in volume of conversation around the brand name, which may be related to lack of engagement on Twitter

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Share of Voice Monitoring - Blending Category

Ø  Vitamix, Blendtec and KitchenAid each appear to be actively engaging influencers, where as Breville lacks in this category. Vitamix scores the lowest number of Tweets in the category.

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Share of Voice Monitoring - Blending Category

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Facebook Blending Category

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Facebook – Blending Category

Ø  KitchenAid and Blendtec dominate the category in share of fans, which will provide the most advertising leverage for promoted posts, sponsored stories and fan-targeted market place ads.

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Facebook – Blending Category

Ø  Vitamix indexes as limiting updates to photo and link-based content which is the likely driver of the high percentage of of fan engagement on the page which is detailed on the following slide.

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Facebook – Vitamix Brand Page Insights

Ø  Vitamix more than triples all other brands in terms of generating fan sharing behavior for admin posted updates, where as Blendtec drastically over-indexes on the average number of comments per post. The increase in comments is most likely related to distribution of the Will It Blend video series. However, Vitamix can leverage post positioning and conversational marketing techniques to increase the number of comments per posts, particularly on photos and images.
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Facebook – Blending Category

Ø  Of the competitive set, Vitamix holds the highest percentage of engagement which seems to reflect that the content direction is resonating with the audience. Maintaining this level of engagement while expanding the reach of the fan base will provide the strongest category competitive advantage for the Vitamix brand.

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Facebook – Blending Category

Ø  Vitamix indexes with a higher number of shares and fan-generated posts, again reflecting content resonance with the audience. The brand should consider positioning Facebook updates in a way that will support increased shares and comment interaction, as these higher-value Edges in the EdgeRank Algorithm.
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Blending Category - Facebook

Ø  For the data collection time period, Blendtec over-indexes on Facebook engagement due to a release of their hugely popular Will It Blend – iPhone 5 VS Galaxy S3. This video content is part of a device series that builds off of the previous resonance of their ground breaking Will It Blend - iPhone video released in July of 2007. In later slides, you will see impact of this video content across Twitter and YouTube.
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Twitter Blending Category

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Twitter Blending - Category

Ø  Kitchen more than doubles the volume of followers on Twitter with Blendtec and Vitamix indexing a relative competitive channel size

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Twitter Blending - Category

Ø  Both KitchenAid and Blendtec show spikes in follower growth on specific days which is most likely the result of planned Twitter media distribution events such as the Will It Blend – iPhone VS Galaxy S3 video release. Vitamix’s follower rate appears to be relatively flat which is most likely reflective of a more conversational or customer-service oriented approach to using Twitter.

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Twitter Blending - Category

Ø  The Vitamix brand tweets reflect a balanced use of Twitter that is on par with larger competitors in this space. However, larger instances of content classified as ‘other’ may be related to higher rates of growth for KitchenAid and Blendtec. ‘Other’ content may include curated or branded media objects and link sharing.
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Twitter Blending - Category
There appears to be correlation between follower growth and higher content distribution frequency in this category KitchenAid over indexes on click through in that the volume of links shared by this account is higher in the category

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Twitter – Blending Category

Ø  KitchenAid seems to dominate the category in fan engagement which is likely to be a reflection of their content strategy for the channel as well as community engagement practices.
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Twitter Blending - Category

Ø  KitchenAid appears to have the highest number of non-solicited mentions (i.e. brand mentions that are unrelated to distributed content). This seems to suggest that the brand’s approach to Twitter also entails high levels of customer service-oriented response. However, this data collection period is also effected by a public relations crisis that occurred when a community manager for the brand mistakenly tweeted a pointed political comment by accident, which may be affecting the results.
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Twitter Blending - Category

Ø  KitchenAid has approximately more than 1000% more clicks then Vitamix on links shared from the brand profile on Twitter, which in turn is most likely showing increased traffic to any promoted product or brand websites.
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Twitter Blending - Category

Ø  As related to the size of the Twitter Follower base, Vitamix shows the greatest percentages of fan response, which is most likely a reflection of the nature of the content shared on Twitter.

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Twitter Blending - Category
Data supports KitchenAid ’s customer service oriented approach to using Twitter. The delay in response time seems to also suggest that the brand is using some type of engagement dashboard that allows for tweet moderation and approval.

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Twitter Blending - Category
Data supports that KitchenAid ’s use of Twitter is extremely advanced.

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Twitter Blending - Category

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Twitter Blending - Category

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YouTube Blending Category

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YouTube – Blending Category

Ø  As a platform in the blending category, YouTube is dominated by Blendtec.

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YouTube – Blending Category

Ø  As a platform in the blending category, YouTube is dominated by Blendtec.

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YouTube – Blending Category

Ø  As a platform in the blending category, YouTube is dominated by Blendtec.

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YouTube – Blending Category
This data suggests that while Blendtec is the category leader on YouTube, KitchenAid appears to drive higher subscriber views. This is most likely the result of content resonance with the audience.

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YouTube – Blending Category
Blendtec is the category leader on YouTube in terms of subscriber interaction on their actual YouTube Channel and videos in terms of ratings and comments.

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Competitive Category Recommendations Summary

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Recommendations Summary
Ø  Facebook Provides the Greatest Competitive Channel Advantage for Vitamix. Facebook appears to provide a ‘path of least resistance’ competitive opportunity for Vitamix in terms of generating awareness and customer engagement. Other category competitors seem to concentrate their content and engagement efforts on other channels. Vitamix must focus time, resources and budget allocation to grow a targeted Facebook fan base. Vitamix will need to focus on moderately increasing the size of the overall fan base, both via organic content as well as Like-generating Facebook advertising campaigns, while maintaining fan engagement levels. Vitamix should leverage conversational marketing techniques when posting updates. Positing calls to actions and lead-in copy that directs the fan to interact with posts in a specific will increase the overall count of comments and shares per post. Facebook update frequency should be increased to a sustainable 2-3 updates per day consistently, spread across peak fan engagement times. Maintain the direction of the current content strategy as the data shows resonance with the target audience is high. Enhance the current strategy with more programs, campaigns and contests that will crowd source user generated content, particularly around recipes for blended meals and beverages. Explore the potential use of a regularly, hosted video series for recipes that will help to generate comments and shares, but also feature Vitamix products. Review Vitamix’s approach to actionable brand name monitoring on the web in light of the addition of a community manager. Work to measure and shorten the response rate and time decay for blog comments, Facebook comments and tweets. Focus on distributing a higher frequency of consumer generated content during peak engagement times. Doing this will help Vitamix leverage the consumer social graph of connections to build presence while maintaining credibility in the category via and social proof generation. Increase the frequency of unique brand content distribution during off-peak engagement times where lower category competition can help Vitamix gain greater visibility for unique brand content. Regularly monitor and benchmark Vitamix’s progress in building presence against competitors in the social space to determine ongoing budget and resource allocation for the social media program. Ø 

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Facebook Vitamix Brand Page Insights

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Vitamix – Objectives Scorecard for Facebook
1
Non-Existent

2
Ineffective

3
Somewhat Effective

4
Effective

5
Excellent

Vitamix Business Objectives for Social Media
Increase brand awareness among select target audiences. Leverage the existing customer base to drive sales. Mitigate competitive pressures from the ‘good enough’ blenders. Achieve customer retention via relationship building. Establish the brand as a recognized blending authority.

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3

4

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Facebook – Vitamix Brand Page Insights

Ø  As is the industry standard, use of photos in status updates draws the highest level of fan engagement. Ø  As a strategic move, Vitamix should focus on positioning the text lead in to each photo in a way that calls the audience to share the content or leave a comment to increase the EdgeRank score for each individual photo update and thus increasing the organic spread to Fans individual news feeds (measurable in PTAT and viral reach)
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Facebook – Vitamix Brand Page Insights
Ø  Outside of Vitamix brand name mentions in fan comments, comments related to recipes nearly doubles the mentions of other popular keywords Ø  Opportunities exist to increase recipe focused content through user generated content requests and contests. Ø  Opportunity exists to employ promoted posts to boost recipe posts that show higher volume of organic fan engagement

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Facebook – Vitamix Brand Page Insights
Recipe Post with Photo Comments Thread for this Post

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Facebook – Vitamix Brand Page Insights

Ø  Most fans who create an Edge via a comment or share will also like the post. Vitamix should consider applying conversational marketing techniques that will drive fans to interact with posts via shares and comments, which have higher EdgeRank Score value and will ultimately help support the placement of Vitamix content into the news feeds of higher percentages of brand page fans.

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Facebook – Vitamix Brand Page Insights

Ø  Fan page activity trends seem to suggest that fan comments are highest on days where there have been admin posts. This data is not really surprising. However, Vitamix should conduct deeper analysis into what is causing spikes in unsolicited fan engagement (i.e. fan-generated wall posts) to determine if what is driving this interaction and how it can be best leveraged and monitored.
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Facebook – Vitamix Brand Page Insights
Vitamix Facebook Page Super Fans VIP Club Lower PTAT is Related to the Types of Unique Stories Created

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Facebook – Vitamix Brand Page Insights

Ø  Vitamix can increase overall engagement and PTAT by increasing the frequency of admin generated updates. The brand should strive to maintain a constant publishing practice of 2-3 admin-generated updates per day over all seven days per week.
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THANK YOU
For Client: Viatmix Conducted by Nate Riggs

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