Sub-Zero analysis

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  • 1. Sub-Zero Social Media Analysis Stephanie Udell 8/25/11
  • 2. Key Takeaway Points
    • Analysis from February 2011-August 25 th 2011
    • Sub Zero overall has a favorable consumer sentiment (41% positive, 52% neutral)
    • 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
    • An opportunity is to build positive consumer sentiment on Twitter (96% neutral)
      • Twitter is a social media tool consumers use to help influence purchase decisions
    • Neutral sentiment came from real-estate blogs and tweets of homes for sale with Sub-Zero refrigerators
    • Blogs and Twitter makes up 82% of Share of Voice and should be the focal areas
    • 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
  • 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. Share of Voice With Twitter
  • 5. Share of Voice-Popularity by Media Popularity by Media Popularity by Media
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