Sub-Zero analysis

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Sub-Zero analysis

  1. 1. Sub-Zero Social Media Analysis Stephanie Udell 8/25/11
  2. 2. Key Takeaway Points <ul><li>Analysis from February 2011-August 25 th 2011 </li></ul><ul><li>Sub Zero overall has a favorable consumer sentiment (41% positive, 52% neutral) </li></ul><ul><li>With the majority of consumer sentiment being neutral, there is an opportunity for Sub-Zero to focus on driving positive sentiment in the media where consumers are talking about Sub-Zero </li></ul><ul><li>An opportunity is to build positive consumer sentiment on Twitter (96% neutral) </li></ul><ul><ul><li>Twitter is a social media tool consumers use to help influence purchase decisions </li></ul></ul><ul><li>Neutral sentiment came from real-estate blogs and tweets of homes for sale with Sub-Zero refrigerators </li></ul><ul><li>Blogs and Twitter makes up 82% of Share of Voice and should be the focal areas </li></ul><ul><li>Tom Burns posted a blog on the top 10 reasons to own a Sub-Zero refrigerator. He is someone to follow and understand his influence over consumers </li></ul>
  3. 3. Activity Summary 41% Positive + 52% Neutral + 7% Negative 975 blog mentions 216 news mentions   28 forums postings in selected date range, 142 tweets (estimated total),   20 forums postings in selected date range, Overall Consumer Sentiment
  4. 4. Share of Voice With Twitter
  5. 5. Share of Voice-Popularity by Media Popularity by Media Popularity by Media

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