Ritter Sport – study case - Competitor Assessment - SMACAD Spring ‘12 class By: Tanja Schultze & Naully NICOLAS
Ritter Sport : presence summary 2 officials accounts Ritter Sport DE: 232 users & 132 593 viewsApprox. 20 Facebook Fan- Including 3 Official fan pages Ritter Sport USA : 43 users & 31 892 viewsApprox. 20 Facebook Groups 1 official Company page 1 Un-official group 1 official group (1 members) 2 695 results 3 Officials accounts Ritter Sport DE: 1518 followers Ritter Sport USA : 2395 followers Ritter Sport Indonesia : 661 followers 2 official blogs http://blog.ritter-sport.us/blog/ http://www.ritter-sport.de/blog/ 144 results
Blog presenceBlog in German &EnglishMainly use for:• News• Contests• New products launch• Company /customers interaction.
Customers conversations & sentiments on Twitter
Customers conversations & sentiments on Facebook
What do the customers say ? Customers say loudly that they LOVE Ritter sport. Mostly customers are talking how they love their products. Some products remember their childhood. Are also asking for curious/non- existent flavors.
Ritter Sport IncentivesThey earn customers feedbacks loyalty by using incentives as:• Weekly trivia • Free stuff as (Ritter Sport calendar) • Free coupons for a limited time • Strong engagment with their community
Influencers : Jim’s ChocolateMission Blog http://www.chocolatemission.net/ 2’663 Followers on Twitter 240 Friends on Facebook
Influencers : Philadelphia Citypaper; Meal TicketBloghttp://www.citypaper.net/blogs/mealticket5’024 Followers on Twitter
Influencer : Food Junk Blog http://foodjunk.wordpress.com/ 515 Followers on Twitter but 28’266 visitor on the blog
Ritter Sport & Social Media strategyA example with the strategy behind the«Ritter Sport: Olympic campaign.»1. Ritter Sport blog as a pivotal point2. Video upload and competition on Youtube3. Video from contest winner to be run on national TV.4. 75 000 unique visitors to the blog.5. Over 270 000 views in the video contest and 26 000 votes.6. Hundreds of external blog post and tweets.7. Both traditional and online media coverage of the actions.Full reading:http://www.wuv.de/w_v_research/case_studies/ritter_sport_olympia_comeback_dank_social_media
Ritter Sport & Social MediateamWhen Ritter Sport present their newSocial Media team.It show transparency and human faceto the customers.The feeling of «friendship» isenhanced.In the comments, we can readcustomer warm welcome as they jointhe Ritter Sport «family».
Summary Main customers are speaking German & English Lesser fans than Lindt, but high quality in their contents on Facebook. Mostly positive sentiments on their products Good foot ground on mainstream social media : YouTube, Facebook & Twitter. Feeling «at home» engagment with customers specially on Facebook. Customers are simply in «LOVE» with Ritter Sport products. Strong friendship between the Social Media team and the customers.