Competitive Benchmark

SOCIAL MEDIA SNAPSHOT
30 DAY REVIEW
Competitive benchmark

2 | Popcorn Sutton United States Social Snapshot - January 2015 Daniel McKean . danielmckean@gmail.com
PREFACE
The following represents a 30-day social media snapshot benchmark comparison of four leading specialty alcohol
distillers in the United States.
The review compares the current performance of Popcorn Sutton against Ole Smoky Moonshine, Junior Johnson's
Midnight Moon Moonshine and Tim Smith's Moonshine.
The market for legalized moonshine spirits in the United States is relatively new. It is observed that each distiller selected
for the snapshot study is in an individual stage of discovery for how best to execute a strategy to build a digital and social
media presence.
High level recommendations have been outlined using Popcorn Sutton as the focus throughout the analysis. This has
been done to stimulate thoughts and considerations for readers who may find themselves in a similar situation.
No one distiller is performing extremely well, with the caveat that the Ole Smoky brand has placed a greater emphasis on
its digital marketing efforts, and is leading all other brands in building best practices.
The snapshot represents a 30-day window from December 15, 2014 through to January 14, 2015. A combination of
tools and views were used to extract the following baseline information.
It should be understood that the represented work is typically only the first step for a Brand to analyze and understand
the competitive landscape. It is a representation only and should not be used as actionable business intelligence.
Snapshot studies of this nature require deeper analysis to help build and define a digital strategy.

CHANNEL COMPARISON
As of Jan 14, 2015
Popcorn Sutton lags behind others in the competitive landscape for creating a presence on social
media.

Popcorn Sutton is below average for Social Audience, ranking 3rd out of 4 companies in total
followers for the reviewed landscape. Ole Smoky leads with an audience of 835,466.
SOCIAL AUDIENCE RANKING
As of Jan 14, 2015

AUDIENCE COMPARISON
As of Jan 14, 2015
Popcorn Sutton can easily be on a competitive level with peers for the total number of followers
across all tracked social channels with a renewed concentrated effort.

POST ACTIVITY COMPARISON
30 Day Review - As of Jan 14, 2015
Popcorn Sutton currently remains dark with an active social media posting schedule as
competitive peers maintain Fan communities and a presence.

ENGAGEMENT COMPARISON
Popcorn Sutton without a posting schedule is not reinforcing Brand Loyalty with Fans and
Followers - and risks losing sales to competitive brands who are active in social media.

FACEBOOK FAN COMPARISON
As of Jan 14, 2015
Popcorn Sutton has built a sizable Fan base, but it is not leveraging the inherent value in it due to
its inactivity on Facebook. Re-activating its presence can easily close the gap with Ole Smoky and
Junior Johnson's Midnight Moon Moonshine.

FACEBOOK ACTIVITY COMPARISON
Popcorn Sutton could be performing at or surpassing levels of Ole Smoky with a focused program
to re-activate its Facebook presence.
Average Daily Posting Volume

FACEBOOK ENGAGEMENT COMPARISON
Popcorn Sutton continues to miss an opportunity to engage Fans and reinforce Brand loyalty.
Ole Smoky engagements clearly demonstrate targeted consumers are active and present on the
Facebook channel.

FACEBOOK RECOMMENDATION
Using best practices and analytics for Community Building coupled with Fan engaging content,
Popcorn Sutton needs to re-activate its Facebook presence.

TWITTER FOLLOWER COMPARISON
As of Jan 14, 2015
Popcorn Sutton is below average for Twitter Followers, ranking 4th of 4 companies in the
competitive landscape. Although not much emphasis has been placed on Twitter historically,
Ole Smoky and others demonstrate there is an active community which can be tapped and
engaged.

TWITTER ACTIVITY COMPARISON
Popcorn Sutton's inactivity on Twitter is a missed opportunity to build and engage with a
community of followers to extend its Brand presence across the social media channel.
Average Daily Tweet Volume

TWITTER ENGAGEMENT COMPARISON
Popcorn Sutton continues to miss an opportunity to reach millions of consumers to build Brand
awareness and reinforce loyalty. Ole Smoky engagements demonstrate consumers are active and
present on the Twitter channel.

TWITTER RECOMMENDATION
Using Twitter best practices and analytics coupled with tweet-able, engaging and share-worthy
content, a vibrant and active Popcorn Sutton Brand presence can be built surpassing competitive
peers.

INSTAGRAM FOLLOWER COMPARISON
As of Jan 14, 2015
Popcorn Sutton's lack of presence on Instagram is another missed opportunity to build a greater
online presence on a very popular social media channel ideal for reaching consumers. Ole Smoky
once again demonstrates Popcorn Sutton's target audience is present on the social media channel.

INSTAGRAM ACTIVITY COMPARISON
Popcorn Sutton's lack of presence on Instagram actually benefits competitive peers, especially
Ole Smokey who clearly is posting and capturing the attention of target consumers through
engagements.
Average Engagements
InstagramPost Likes InstagramPost Comments

INSTAGRAM RECOMMENDATION
Using best practices and analytics coupled with highly appealing photo content, and leveraging
user generated content, a Popcorn Sutton Brand presence can easily surpass competitive peers.

WEBSITE PERFORMANCE COMPARISON
Popcorn Sutton's lack of social media presence does have an impact on other online digital
assets, including traffic to its own website. Compared to its competitors, the Popcorn Sutton
website is under performing for a number of KPIs influencing discovery and traffic to the site.
Popcorn Sutton ranks 4th of 4 companies and is well below the averaged scores for Ranked
Organic Keywords, Organic Search Traffic, External Links and Domain Authority.

QUICK FIX RECOMMENDATIONS
Apply Short-Term Objectives to Quickly Re-Establish Popcorn Sutton's Social Media Presence...
 Build Critical Mass Awareness for the Popcorn Sutton Brand among Enthusiasts.
Through thoughtful media planning, social media execution, content marketing and grassroots
events, we will make the target audience aware of Popcorn Sutton, and where they can
purchase it.
 Exponentially Increase Digital CRM.
Increase Popcorn Sutton's digital data mine for leveraging sales and growing awareness
through social circles.
 Leverage Current Popcorn Sutton Efforts.
Use current online and offline marketing efforts to enhance the social media equity of the
Popcorn Sutton Brand.
 Achieve KPI Category Leadership.
Through sustained execution, achieve Best-in-Category metrics for Popcorn Sutton.
 Execute Meaningful Content Strategies.
Establish content plan, build content library and distribute through strategic media and
influencers purposed to drive traffic to online and offline properties.
Leverage Social Media to Get Closer to Consumers

STRATEGIC RECOMMENDATIONS
Apply a Longer-Term Vision Leveraging Steps to Develop Best Practices Across Digital & Social Media.
Build Impact & Influence - Allow Initiatives to Grow and Evolve
1. Strategic Direction
2. Campaign Planning
3. ContentStrategy
4. Creative Concepts
5. Media Planning
6. ContentMarketing
7. Community Management
8. Influencer Marketing
9. Digital Ecosystem Integration
10. Monitoring & Analytics

PATH TO RELEVANCE
Popcorn Sutton Needs to Get In On the Conversation - Community discussion is plentiful and continuingto
overlook the opportunityis a path to irrelevance.
1,575,009 Monthly Mentions

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

Competitive Benchmark

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