social media analysis
GATORADE: SOCIAL MEDIA ANALYSIS
ABBY GENSCH, ANDREW READ, AND MELANIE ARANGO
LOCATIONS Twitter
Facebook
• 313K followers
• 6.9 Million
Instagram
Pinterest
• 486K followers
• 1,300 followers
Youtube
Tumblr
• 57K subscribers
Vine • 13.7K followers
SHARE OF VOICE • Predominately advertise in magazines and online • Athletic sponsorships are main focus of its marketing • 2nd in highest share of voice in 2014 • 0.33% Digital SOV • 383k Social Interactions • 9.2 MM Earned Views • Featured Derek Jeter and his retirement
CONVERSATION: WHERE THEY OCCUR
CONVERSATION CUSTOMERS • Customers interact because they want to be associated with the brand • Flavor preferences • High levels of sugar content • Exercise or training regimens • Heavily associated with various sports GATORADE • Look to customers as possible influencers • Provide education material to answer questions • Engage with customers via social media platforms • Answer customers directly on Twitter: makes it more personal
As of April 19, 2015
THEMES Exercise references
References to “throwback” Gatorade
Taste/Flavor references
Colorful pictures
Inspirational quotes/ stories
Campaign Hashtags
MISSION CONTROL • Gatorade’s “war room” used for monitoring the brand in real-time through social media outlets • Contains computers with dashboards for marketing team members • To track relevant content, conversations, and consumers’ sentiments • To analyze product reception • To directly interact with consumers • Goal is to “take the largest sports brand in the world and turn it into largest participatory brand in the world.” – Carla Hassan, Senior Marketing Director, Consumer & Shopper Engagement
POPULAR CAMPAIGNS • #BeLikeMike (2015) • Celebrating legendary success • Throwback campaign to celebrate Gatorade anniversary
• “Made in New York” (2014) • Tribute to Derek Jeter’s career • Demonstrating loyalty of Jeter and Gatorade
REFERENCES Social Media Tools: -Social Mention -Likealyzer Social Media Sites: -Gatorade Facebook -Gatorade Twitter -Gatorade Tumblr -Gatorade YouTube Articles Flomenbaum, A. (2015, January 5). Which 10 Ads Had the Greatest Digital Share of Voice in 2014? Retrieved April 16, 2015, from http:// www.adweek.com/lostremote/which-10-ads-had-the-greatest-digital-share-of-voice-in-2014/49415
Holmes, R. (2012, October 25). NASA-style mission control centers for social media are taking off. Retrieved April 15, 2015, from http:// fortune.com/2012/10/25/nasa-style-mission-control-centers-for-social-media-are-taking-off/
Social Media: Sports Drinks - Mintel Group Ltd. (2015, January 1). Retrieved April 16, 2015, from http://academic.mintel.com/display/728035/? highlight#hit1
ABBY GENSCH, ANDREW READ, AND MELANIE ARANGO
LOCATIONS Twitter
• 313K followers
• 6.9 Million
• 486K followers
• 1,300 followers
Youtube
Tumblr
• 57K subscribers
Vine • 13.7K followers
SHARE OF VOICE • Predominately advertise in magazines and online • Athletic sponsorships are main focus of its marketing • 2nd in highest share of voice in 2014 • 0.33% Digital SOV • 383k Social Interactions • 9.2 MM Earned Views • Featured Derek Jeter and his retirement
CONVERSATION: WHERE THEY OCCUR
CONVERSATION CUSTOMERS • Customers interact because they want to be associated with the brand • Flavor preferences • High levels of sugar content • Exercise or training regimens • Heavily associated with various sports GATORADE • Look to customers as possible influencers • Provide education material to answer questions • Engage with customers via social media platforms • Answer customers directly on Twitter: makes it more personal
As of April 19, 2015
THEMES Exercise references
References to “throwback” Gatorade
Taste/Flavor references
Colorful pictures
Inspirational quotes/ stories
Campaign Hashtags
MISSION CONTROL • Gatorade’s “war room” used for monitoring the brand in real-time through social media outlets • Contains computers with dashboards for marketing team members • To track relevant content, conversations, and consumers’ sentiments • To analyze product reception • To directly interact with consumers • Goal is to “take the largest sports brand in the world and turn it into largest participatory brand in the world.” – Carla Hassan, Senior Marketing Director, Consumer & Shopper Engagement
POPULAR CAMPAIGNS • #BeLikeMike (2015) • Celebrating legendary success • Throwback campaign to celebrate Gatorade anniversary
• “Made in New York” (2014) • Tribute to Derek Jeter’s career • Demonstrating loyalty of Jeter and Gatorade
REFERENCES Social Media Tools: -Social Mention -Likealyzer Social Media Sites: -Gatorade Facebook -Gatorade Twitter -Gatorade Tumblr -Gatorade YouTube Articles Flomenbaum, A. (2015, January 5). Which 10 Ads Had the Greatest Digital Share of Voice in 2014? Retrieved April 16, 2015, from http:// www.adweek.com/lostremote/which-10-ads-had-the-greatest-digital-share-of-voice-in-2014/49415
Holmes, R. (2012, October 25). NASA-style mission control centers for social media are taking off. Retrieved April 15, 2015, from http:// fortune.com/2012/10/25/nasa-style-mission-control-centers-for-social-media-are-taking-off/
Social Media: Sports Drinks - Mintel Group Ltd. (2015, January 1). Retrieved April 16, 2015, from http://academic.mintel.com/display/728035/? highlight#hit1
