Social Introspective Review

Social media
Brand performance
audit
Executive Review
Armor All Car Care Products
Social MediaBrand MarketingReview
September 2014

September 2014 Daniel McKean. linkedIn.com/in/danielmckean
P a g e | 2
Scope
Conduct a general brand “introspective” 90-day social media analysis to discover major
consumer and brand theme insights by comparing like Brands across three product
categories.
KEY Performance Indicators
Brand Benchmarking
1. Brand Social Profiles & Current Strategic Use
2. Fan / Follower Base (Growth) & (Engagement Rates) comparison
3. Posting schedules / engagements comparison
4. Qualitative insights /
What’s working, what’s not working, improvement areas and opportunities.
Competitive Benchmarking
1. Brand Share of Voice comparison
2. Social Profiles Presence & Engagement Rate comparison
Market Benchmarking
1. Consumer social platform presence (general discussion volumes)
Filters Applied
United States, English Language, 90 Days (Jun, Jul, Aug 2014)
Brand(s) Inclusion
Armor All (House Brand)
Meguiar’s, Mothers, Black Magic (Competitive Brands)
Product / Market Categories
1. Car Care Products
2. Auto, Car, Truck, RV, Marine
a. Cleaning, Detailing, Protection, Car Care
b. Exterior, Interior, Wheel & Tire, Wipes
c. Paint, Leather, Rubber, Plastic, Chrome, Glass, Fiberglass

P a g e | 3
Overview
What’s working (what’s not), needed improvements & opportunities.
What’s Working
Armor All has established its social presence across all mainstream social
channels (Facebook, Twitter, YouTube, and LinkedIn) with a growing and
sizeable Fan base on Facebook. It appears it had reasonable success to reach
250K Fans measured by Fan growth and engagements for its recent ‘100
Hours at Pebble Beach Sweepstakes’ Facebook Campaign. The Campaign with
probable supporting Facebook advertising ran for six weeks with weekly
product pack prize winners for a chance at a grand prize trip giveaway to
Pebble Beach valued at $9,000.
What’s not Working
On Facebook, Fan engagements are minimal with a light posting schedule in non-campaign periods. The primary
challenge is delivering resonating and engaging content. A video Facebook App designed for viral sharing influence
appears to have a technical issue and does not launch when Fans attempt to participate. This represents Armor All
poorly. #FanFriday, #ThrowBackThursday, Garage Guy and User Review Facebook themed content and App
strategies are not gaining traction likely as a result of poor promotion and overall execution.
Twitter and Instagram are simply missteps and lost opportunities for the Brand. Although it does have multiple
official Brand Profiles on Twitter (no brand presence found on Instagram), U.S. execution is inactive on Twitter and
has been inactive for some time even though there is a sizeable community discussion across the social channel for
all things ‘car care’. Instagram seems to be a natural fit for Armor All to visually showcase product benefits and
consumer product results, but without a presence it further represents a lost opportunity. A general search across
Instagram revealed more than 1M posted photos for car wash (care) topics.
YouTube Playlist could be better organized by creating playlists per product category. Furthermore, there appears
to be a trend to use the channel as a repository for videos with little activity or linking strategies to build a larger
community. Most videos have an extended shelf life and could be continuously leveraged for greater viewing and
discovery (not only on YouTube, but across the entire Armor All digital ecosystem).
LinkedIn offers the Parent Brand (AAG) a number of opportunities for greater exposure and relevance, but to date
it only has a placeholder with a company description. Employer branding, publishing and Showcase Pages (Product
and Affiliated Brands) opportunities could all be explored on a business development level to reach larger
audiences – both commercial and consumer.

P a g e | 4
Across social media and the website, there is little to no consideration to integrate the marginal success it has
developed on Facebook with other social media assets. This is not to infer that the Armor All Brand should
manage social profiles as silos. Rather aside from activating a presence on Twitter and Instagram, there needs to
be a concentrated effort to strategically link the Brand’s social media presence, use and purpose along with
sustainable content marketing strategies across all social media assets; and to support, promote and link all other
digital marketing assets and efforts as they are aligned to business goals and objectives.
Furthermore, other peer Brands have a dedicated ‘Community’ portal site to offer a number of consumer benefits
including hosted Brand Forums or Vlogs (YouTube content) to provide product use experiences and information.
Needed Improvements across All AAG House Brands
There would be a number of needed improvements that are relevant across each AAG house brand based for how
AAG is currently executing social media for its Brand group. Specific recommendations could easily be further
developed with deeper analysis and as strategic directions are formulated. However, at the highest strategic level,
there are a number of general needs which AAG could immediately implement for key benefit.
1. Content marketing remains to be one of the foremost concerns for CMOs. Producing and curating
sufficient content; and finding the right balance of branding and promotion content versus education,
information, entertainment, and consumer appreciation content may be a challenge – all the while
reinforcing and supporting business goals and objectives.
However, it would be beneficial if all Armor All social media efforts would start with a sustainable
and renewable content strategy specifically driven by business goals and objectives leveraging a
content marketing tactical approach -- and which can continuously evolve.
2. 2014 reinforced the year Brands need to understand the general prevailing social media trend is
becoming a ‘Pay to Play’ game. It would increasingly be important for Armor All to apply adequate
budgets for promoted posts, tweets and native advertising to reach audiences in mass.
3. There is also an apparent need to continuously measure, analyze and experiment with trends and
patterns in follower engagements across all Active Social Profiles to understand which content performs
best. The goal should be to produce and replicate best performing content as mapped to intended
business ROI and as part of a continuous cycle to improve the content mix, adjust content posting
schedules and refine the content marketing strategy to systematically build Brand relevance through
community growth and consumer engagements patterns and trends.

P a g e | 5
4. Through a social landscape of disparate geography channel assets, there’s a need to consolidate world
geography social profiles – or centrally manage (oversee) country profile execution to leverage a U.S.
presence in a hub and spoke execution model. The impact could be significant across all regional assets
for building strengths surrounding collaboration to merchandise common content for greater Brand
benefit producing consistency in the global Brand presentation.
Armor All Brand Specific Needed Improvements
1. Facebook: There’s a need to realign focus on Facebook Shares more than Likes and Comments due to
recent Facebook algorithm changes to help drive more content into Fan News Feeds. This requires placing
more effort in the monthly calendar planning process as well as spending more time on creating unique
content with interesting and appealing text and visuals.
Furthermore, the Product Reviews app is a great concept that is currently being poorly executed. Armor
All could easily provide a weekly incentive as an ongoing Sweeps to encourage online social user reviews
and to create UGC (review quotes) to publish as part of its content marketing approach to
reinforce and answer the question, “Why Armor All?”
2. Twitter: There is a core need to activate a single (or multiple) branded Profile(s) with a defined purpose;
leverage Twitter to build relationships with consumers at all levels from within the active ongoing
community conversation; reinforce tie-ins with other social media profile activities; and use the social
channel as a linking and SEO tool to drive traffic to other digital assets and the website.
3. Instagram: There is a need to activate an Instagram profile to create a photo sharing community and to
leverage the UGC into the content marketing strategy.

P a g e | 6
4. YouTube: There is a need to optimize all video assets for SEO using best practices for greater video views.
As views increase, a focus on increasing channel subscriptions and video ‘Likes’ will aid Armor All in
Google SERP rankings.
5. LinkedIn: There is a need to publish and setup Showcase Pages. According to the 2014 Trends and
Benchmarks Report from the Content Marketing Institute, more than 90 percent of B2C marketers use
content marketing — more than 70 percent of whom use LinkedIn to distribute content. With more than
300 million members around the world, the network provides an opportunity to connect with
professionals who are also consumers.
6. Website: There is a need to build a Community portal to include a Branded Forum and Product
Informational How To Videos. Promote community membership across socialmedia.
Core Opportunities Which Should Be Pursued
In addition to the Brand specific areas for needed improvement identified, at the highest level there
remain a number of key existing opportunities that should be pursued.
1. Mainstream social channels: Facebook, Twitter and Instagram, offer unique opportunities for building
relationships through one-to-one engagements.
2. Blogs offer opportunities to work with Key Blogger Influencers to reach large mass audiences for specific
campaigns.
3. Forums provide a good community channel resource to reach and influence hardcore car and auto
enthusiasts.
4. A Community Website Portal provides an added destination and resource for consumers to engage and
interact with Armor All.

September 2014 Daniel McKean. linkedIn.com/in/danielmckean n
P a g e | 7
ANALYSIS
OVERVIEW

P a g e | 8
Brand Social Profiles
Social Media Brand Presence Channel & Follower Comparison Benchmark
Fan / Follower Base Armor All USA Meguiar’s USA Mothers USA Black Magic Car Care
Facebook (# Profiles) 288,257 (8) 105,721 414,450 52,237
Twitter (# Profiles) 159 (5) 6,932 (7) 1,324 (1) 1,753 (1)
YouTube (# Profiles) 866 (7) 20,390 (20+) 2,068 (1) 1,493 (1)
Comparison Observations / Key Takeaways
1. Landscape reveals all reviewed Brands have a presence across all mainstream social mediachannels.
2. Of note is Armor All’s choice to not actively use Twitter or Instagram
3. Meguiar’s and Mothers use of a “Community” section on their corporate websites works well for hosting their
own Branded Forums and Vlogs to expand video reach, views and subscribers on YouTube
4. LinkedIn use remains solely as a placeholder presence without any posting or attempts to build a community
following
Social
Channel
Armor All Meguiar's Mothers Black Magic
Facebook
yes
(288,257)
yes
(105,721)
yes
(414,450)
yes
(52,237)
Twitter
yes yes
(6,932)
yes
(1,324)
yes
(1,753)
YouTube
yes
(866)
yes
(20,390)
yes
(2,068)
yes
(1,493)
Instagram
no USA
Profile
yes
(12,362)
yes
(3,216)
yes
(474)
Pinterest no no no no
Tumblr no no no no
Google +
yes
(14)
no
yes
(10)
no
DIY Vlog no yes yes yes
Forum no yes yes no
LinkedIn
yes
(659)
yes
(1,819)
yes
(453)
no

P a g e | 9
Facebook Presence & Engagement Comparison Benchmark
28 Day KPI
Overview
Number of
Fans
7 Day Weekly
Growth
Average Posts
per Day
Average Post
Engagement
Likes,
Comments,
Shares
Fan Post
Service Level
Fan Post
Response
Time
Armor All 288,257 3.01% * 0.8 0.2% 550 64% 39 h
Black Magic 52,237 0.22% 1.3 1.9% 172 92% 18 h
Meguiar’s 105,721 0.44% 1.9 0.1% 93 74% 26 h
Mothers 414,450 0.50% 1.1 0.1% 335 100% 13 h
* Armor All High Growth percentage impacted to reach 250K Fans (probable paid advertising use to reach milestone as indicated by low Post ER)
Number of Fans
Current number of Facebook Fans
7 Day Weekly Growth
Fan growth during last 7 days divided by total number of Fans
Average Posts per Day
Average number of posts per day
Average Post Engagement
The engagement value shows the engagement of fans for a fan page. It is calculated by the average amount of likes, comments
and shares per day, divided by the number of Fans
Average Likes, Comments, Shares
Average number of post engagements (likes, comments, shares) per Post
Service level
How many posts from Fans get a response from the Page
Response time
Average time the Page takes to react to fan posts and questions
1. All Brand Page growth is slow over period reviewed (push by Armor All to reach milestone likely via paidads.)
2. Number of Posts per day are deemed manageable (albeit low), but since engagement levels are low across all
Brands, it suggests there is an issue with Quality of Content that resonates with Fans and drivesengagement.
3. Catch 22 - without higher engagement rates, content simply will not be submitted into NewsFeeds.
4. Armor All when compared to its peers, has a significantly poorer service level and response time to Fan
posts with the Brand frequently deleting posts by Fans.

P a g e | 10
Twitter Presence & Engagement Comparison Benchmark
90 Day
KPI Overview
Number of
Followers
90 Day
Tweets
Avg.
Tweets
per Day
Tweets Re-
Tweeted
Total Re-
Tweets
Total RTs &
FAVs
Follower
Engagement
Rate
Viral
Influence
Rate
Armor All
159
(inactive)
- - - - - - -
Black Magic 1,755 174 1.89 1 1 14 0.05% 0.01
Meguiar’s 6,937 165 1.79 54 90 188 1.80% 0.55
Mothers 1,325 168 1.83 42 52 92 3.92% 0.31
* USA presence on Twitter is absent for Armor All. Active Brand Profiles do exist for @Armor AllAusNZ, @Armor Allmx .
Number of Followers
Current number of Profile Twitter Followers
90 Day Tweets
Number of Profile tweets posted over 90 days
Average Tweets per Day
Average number of Profile tweets per day
Tweets Re-Tweeted
Number of Profile tweets re-tweeted by Follower base
Total Re-Tweets
Total number retweets for Profile tweets (includes Followers and friends of followers)
Total RTs & FAVs
Total number of Profile tweet Retweets and FAVs by the Follower base and friends of follower base
Follower Engagement Rate
The Percentage of Profile Followers who were actively engaged with retweets. The higher the percentage, the more the Twitter
profile is considered a valuable source of information by others. (Total RTs / Follower Count)
Viral Influence Rate
The Percentage of Profile retweets – retweeted by others. The higher the number, the more the Twitter profile has a follower
base which can influence tweet reach and virality. (Total RTs / 90 Day Tweets)
1. Brand use on Twitter remains a lesser priority. However, opportunities do exist for brands in this product
category and not electing to participate at some level is a missed opportunity.
2. Engagement rates further suggests lack of commitment and strategic focus for the platform for building and
activating an online Branded Twitter community. The community discussion surrounding relevant topics of
interest are present, but remain untapped as a Brand opportunity.

P a g e | 11
YouTube Presence & Engagement Comparison Benchmark
90 Day
KPI Overview
Channel
Subscribers
Channel
Videos
Channel
Views
Video Likes Video Dislikes
Likes /
Dislikes Ratio
Comments
Viewer
Engagement
Rate
Armor All 866 48 920K 1K 178 86% 194 0.15%
Black Magic 56 4 168K 51 43 54% 148 0.14%
Meguiar’s 20K 121 6.8M 6.5K 559 92% 1.4K 0.12%
Mothers 2K 34 2.5M 746 88 89% 43 0.04%
Channel Subscribers
Current number of channel Subscribers
Channel Videos
Number of channel videos
Channel Views
Number of channel video views
Video Likes
Number of channel video Likes
Video Dislikes
Number of channel video Dislikes
Likes / Dislikes Ratio
Percentage of Likes to Dislikes per channel video
Comments
Number of channel video comments
Viewer Engagement Rate
The Percentage of video views where viewers are actively engaged with the channel via likes, dislikes, and comments (likes +
dislikes + comments / video views)
1. YouTube remains to be a social channel where Brands typically do not do enough to build an active
community around the channel.
2. Meguiar’s and Mothers do something unique compared to the other brands and that is to leverage the
YouTube product tutorial and use content as Vlogs on their websites. Armor All does not. This approach likely
has a direct influence on subscribers and number of video views, and is a good way to leverage SEO and cross
promote the video assets.

P a g e | 12
90 Day Brand Discussion Volume Comparison Benchmark
90 Day
Overview
Facebook* Twitter Video Blogs Forums News
Images &
Comments
Total
Armor All 489 1,156 9 26 702 0 39 2,421
Black Magic 234 57 6 80 165 8 13 563
Meguiar’s 7,962 2,817 138 386 6,942 12 233 18,490
Mothers 1,947 442 52 329 1,602 69 102 4,543
*Represents visible posts on Facebook. It is believed as much as 75-85% of all Facebook profiles are private which would significantly
increase the number of active conversations (posts) on Facebook.
90 Day Brand Discussion Share of Voice Comparison Benchmark
90 Day
Overview
Images &
Comments
Total
Armor All 4.60% 25.85% 4.39% 3.17% 7.46% 0.00% 10.08% 9.31%
Black Magic 2.20% 1.27% 2.93% 9.74% 1.75% 8.99% 3.36% 2.16%
Meguiar’s 74.89% 62.99% 67.32% 47.02% 73.76% 13.48% 60.21% 71.07%
Mothers 18.31% 9.88% 25.37% 40.07% 17.02% 77.53% 26.36% 17.46%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Facebook Twitter Video Blogs Forums News Images &
Comments
Armor All Black Magic Meguiar’s Mothers
Overall SOV Armor All Black Magic Meguiar’s Mothers
Jun 1 – Aug 31 9.31% 2.16% 71.07% 17.46%
Meguiar’s is clearly much more present and visible across the social media landscape. Armor All opportunities
are present, but needs a more concerted and focused commitment.
90 Day Share of Voice

P a g e | 13
90 Day Car Care Product Category Discussion Volume Comparison Benchmark
90 Day
Overview
Images &
Comments
Totals
June 270,540 259,287 10,327 98,470 78,542 16,512 5,447 739,125
July 442,214 286,415 9,887 83,470 75,006 17,220 5,310 919,522
August 475,400 257,536 9,889 67,715 69,090 16,880 7,727 904,237
Totals 1,188,154 803,238 30,103 249,655 222,638 50,612 18,484 2,562,884
*Represents visible posts on Facebook. It is believed as much as 75-85% of all Facebook profiles are private which would significantly
increase the number of active conversations (posts) on Facebook.
500,000
450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
June July August
Facebook* Twitter Video Blogs Forums News Images & Comments
Discussion Volume Jun Jul Aug Totals
Jun 1 – Aug 31 739,125 919,522 904,237 2,562,884
1. The general topic conversation volume indicates Brands are just tapping the surface of the community
discussion. Community building opportunities should be quite plentiful for robust social media programs and
campaigns to increase and reinforce Brand awareness, resonance, and preference.
2. Mainstream social channels, Facebook and Twitter, offer unique opportunities for casual one to one
engagements, while Blogs offer opportunities to work with Key Blogger Influencers to reach large mass
audiences, with Forums providing a good community channel resource to reach and influence hardcore car
and auto enthusiasts.

P a g e | 14
Facebook 90 Day Performance Snapshot Review (Jun. 1 – Aug. 31)
Engagement per Daytime
It is vital to know, which time slots work best for posts. This timetable shows when the Page has posted. The bigger
the bubble, the more posts. The color of the bubble indicates how well fans reacted. The greener the more likes,
comments and shares.
Size = frequency | light green = high engagement | dark red = low engagement
Mon Tue Wed Thu Fri Sat Sun

P a g e | 15
Success Rate by Post Type
Type Totals Avg. Likes Avg. Comments Avg. Shares
Avg. Total
Reactions
Status 11 12 4.7 0 17
Pictures 52 671 37 34 743
Links 5 19 1.4 2.8 23
Videos 3 48 3.3 0 51
Totals 71 497 28 25 550
Best Performing Posts Worse Performing Posts
Observations / Key Takeaways
Page made a big push to get to 250K Fans. But
execution appears minimal without analytics to drive
and refine effort, and without a strong approach to
find daily content that engages Fans at high levels to
have more organic News Feed visibility. Recent
Campaign use did spike engagements, but is not
sustainable over the long run unless Armor All runs
contuinous campaigns. Even then, the Page loses
because it isn’t linking and integrating Page growth
and engagements to measurable business objectives
and ROI.

P a g e | 16
Armor All Global Social Media Brand Assets
 Facebook (Official) - facebook.com/Armor All (288,257 Fans)
ARMOR ALLAusNZ (28,898 Fans) Australia / New Zealand
Armor Allpr (19,835 Fans) Puerto Rico
Armor Allmx (6,763 Fans) Mexico
Armor AllCanada (16,014 Fans)
Canada
Armor-All-Việt-Nam/214839025350421 (340) Vietnam
USA Campaigns: Product Review Sweepstakes(active)
USA Apps: Send A Viking to a Friend’s House Video (FB & Twitter sharing engagement app – not working)
 Twitter (Official or Logo Use) - @Armor_All (159), @Armor Allph (67), @Armor AllAusNZ (134),
@Armor Allmx (197), @Armor All (5), @Armor All171 (6)
 YouTube – youtube.com/Armor All (866) (48 videos) (920,147 views)
Armor AllAustralia (51) (33 videos) (18,671 views)
Armor AllCanada (68) (13 videos) (21,057 views)
STPandArmor All (Thailand) (1) (13 videos) (139
views) Armor AllTonyStewart (17 videos – inactive)
Armor AllEurope (17 videos – inactive)
Armor All (Puerto Rico) (2 videos – inactive)
 Instagram – @Armor Allausnz (393) Australia / New Zealand
[8,113 #Armor All Instagram posts]
 Pinterest – no official presence, light community pinning activity for Brand and products
 Tumblr – no official presence, light community pinning activity for Brand and products
 Google Plus –plus.google.com/103523079260242499820/posts (14) (2,838 views)
 Blog – no official blog presence, quasi self-titled blog presence on website using short product
descriptions and e-commerce
 Forum – no official branded presence discovered
 LinkedIn – placeholder / no activity or posts (linkedin.com/company/armored-autogroup)(659)

P a g e | 17
Armor All Product List Overview
Glass Cleaners Armor
All® Glass Cleaner
Armor All® Glass Wipes
Interior Cleaners
Armor All® Carpet & Upholstery
Cleaner Armor All® Multi-Purpose Auto
Cleaner
Armor All® Oxi-Magic™ Carpet & Upholstery
Cleaner
Interior Wipes
Armor All® Cleaning Wipes Armor
All® Original Protectant Wipes
Armor All® Orange Cleaning Wipes
Armor All® Leather Wipes
Armor All® Ultra Shine Wipes Armor
All® To-Go Auto Glass Wipes Armor
All® To-Go Auto Cleaning Wipes
Exterior Wipes
Armor All® To-Go Exterior Detailing Wipes
Leather Care
Armor All® Leather Wipes Armor
All® Leather Care Gel Armor All®
Leather Care Protectant
Interior Protectants Armor
All® Original Protectant
Armor All® Protectant Gel
Armor All® Ultra Shine Protectant
Armor All® Natural Finish Detailer Protectant
Wash & Wax
Armor All® Ultra Shine Wash &
Wax Armor All® Car Wash
Concentrate Armor All® Natural
Car Wash
Tire & Wheel Products
Armor All® Detailer’s Advtantage® Tire
Foam® Protectant
Armor All® Extreme Tire Shine Aerosol
Armor All® Extreme Tire Shine Gel Armor
All® Extreme Tire Shine Spray Armor All®
Ultra Shine Tire Foam Protectant Armor
All® Tire Foam® Protectant Armor All®
Triple Action Wheel Cleaner Armor All®
Wheel Protectant
Exterior Protectant Products
Armor All® Custom Shield Coating

P a g e | 18
Keyword Sets Defined & Used
Brand & Category Keyword Sets Used
[Auto] + [Car] + [Truck] + [RV] + [Marine] + [Boat] “and”
1. Car wash, carwash, #carwash
2. Car care, carcare, #carcare
3. Detailer, #detailer
4. Cleaning, #cleaning, Detailing, #detailing, Waxing, #waxing
5. Wash, #wash, Wax, #wax, Shine, #shine, Polish, #polish, Polishes, #polishes, Protectant, #protectant, Wipes,
#wipes, Cleaner, #cleaner, Cleaners, #cleaners, Leather care, #LeatherCare
6. Armor All, Armor All, Armor_All, #Armor All
7. Meguiars, Meguiar’s, #Meguiars
8. Mothers Polish, MothersPolish, #MothersPolish, #MothersPolishes
9. Black Magic Shine, BlackMagicShine, #BlackMagicShine

Daniel McKean
danielmckean@gmail.com
Linkedin.com/in/DanielMcKean

Social Introspective Review

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