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, Vitamixs vision is to improve the vitality of peoples lives and liberating the world from conventional food and beverage preparation boundaries. To accomplish this vision, the company develops and produces the worlds 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

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 brands 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

18

90%

2. Blendtec

16

80%

3. Vitamix

14

70%

4. Breville

10

50%

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Share of Voice Monitoring Blending Category

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Share of Voice Monitoring - Blending Category

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

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

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

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

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

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

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

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

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

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

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. Vitamixs 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

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

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

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 brands 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

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

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

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

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YouTube Blending Category

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

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YouTube Blending Category

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
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 Vitamixs 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 Vitamixs progress in building presence against competitors in the social space to determine ongoing budget and resource allocation for the social media program.

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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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Facebook Vitamix Brand Page Insights

As is the industry standard, use of photos in status updates draws the highest level of fan engagement. 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

Outside of Vitamix brand name mentions in fan comments, comments related to recipes nearly doubles the mentions of other popular keywords Opportunities exist to increase recipe focused content through user generated content requests and contests. 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

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

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

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

Prepared by the brains at The Karcher Group