vivofit_digital marketing mba project

GARMIN VIVOFIT

DIGITAL MEDIA AUDIT

February 26, 2014

PRESENTATION AGENDA

1. Brand & Market Overview

2. Social Metrics

3. Key Digital Technologies

4. Web Traffic Analysis

5. Search Trend Analysis

6. Social Analytics Snapshot

BRAND & MARKET OVERVIEW1

PRODUCT & OBJECTIVEGarmin Vivofit

• A personal fitness assistant

• A high tech device– 50m water resistance

– 1 year battery life

– Always-on screen

Objective

• Develop a marketing strategy for the launching of Vivofit to create awareness, generate excitement and differentiate the product from the competition

COMPETITORS & CUSTOMERSCompetitors Target Segments

Jawbone Up24

Fitbit Force

Nike FuelBand

Polar Loop

Stay-at-home moms(Sandy)

Young busy professional (David)

Prime Time Seniors (Bob & Elaine)

SOCIAL METRICS2

KEY SOCIAL METRICSAwareness

• # Fans, Followers, Likes

• # Tweets

• Search Volume

Engagement

• # Blog Posts about Vivofit

• # Social Posts & Comments

• Product Reviews

Word-of-Mouth

• Buzz monitoring (to track sentiment)

• Social Mention Volume (# Retweets & Shares)

• Endorsements from other users (i.e. Freq of appearance on friends’ timelines)

DIGITALTECHNOLOGIES3

DIGITAL/SOCIAL TECH INVENTORYTechnology Bran

dFan

Apps

Blogs

Facebook

Forums

Foursquare

Google+

Linked In -

News Sites

Technology Brand

Fan

Photo Sharing

Pinterest

Product Review

Reddit

Twitter

Website -

Wikis

YouTube

THREE KEY DIGITAL TECHNOLOGIES

• Showcase product capabilities & in-depth content

Vivofit Website

• Explain how to use the product & expand web presence

YouTube

• Build an interactive community

Facebook

WEB TRAFFICANALYSIS4

COMPETITIVE WEB ANALYSIS

Fitbit Jawbone

Polar Loop

Estimated Visits

10.3M 3.4M 180K

Avg. Time on Site

00:05:50

00:05:06

00:02:50

Page Views 6.19 6.03 4.31

Bounce Rate 30.01% 32.56% 20.45%

SimilarWeb Analytics• Unable to compare

directly with Vivofit web domain

• Visits vary depending on market entry

• People are spending significant time on the sites as well as multiple page views; indicative of real interest

WEB TRAFFIC SOURCES• Most traffic is direct,

indicating existing customer base as well as prior knowledge of these brands

• Need to take better advantage of social media

• High referrals and search traffic imply further market growth potential

ALSO-VISITED WEBSITE TOPICS

SOCIAL MEDIA TRAFFIC• Does not contribute

that much to overall website traffic

• Facebook is the primary medium for social communication

• Interesting YouTube implications for future social marketing campaigns

GEOGRAPHIC ANALYSIS• Primary country for

all brands is the United States

• Canada and the EU are just starting on the wearable fitness market

• Use of more social media initiatives can help to increase global awareness

SEARCH TRENDANALYSIS5

COMPETITION SEARCH TREND

TECHNOLOGY SEARCH TREND

ACTIVITY SEARCH TREND

GOOGLE CORRELATEHigh correlation in search pattern between“Fitness tracker” and “workout for women”

SOCIAL ANALYTICSSNAPSHOT6

SOCIAL MENTIONS & VISIBILITY• Little mention since CES

• Official Garmin Social Tech– Facebook – 2 mentions

– Twitter – 8 mentions (only 1 since CES)

– YouTube – 3 videos, <2000 views

– Blog – 1 mention

• Consumer/Fan Tech– Several dozen blog posts/tech

reviews, all from CES

– ~10 YouTube reviews/comparisons

Vivofit Garmin

Social Mention & Topsy Stats

SOCIAL BUZZ EXAMPLESGarmin Vivofit

…ultimately though, I suspect like most things Garmin, people will pay the premium for the brand name – especially if they already have other Garmin devices. – blog comment

Love Garmin products always have. – HarryO

…but it’s a sign of how Garmin isn’t keeping track of the details. Getting lazy IMHO. “Do we really need to make a great product to keep our market share? Or will our brand keep us at #1 if we deliver just ‘good enough’”. – blog comment

Garmin Connect (only 2 / 5 stars)

janetmonster: @Garmin When will the Vivofit be available in the US? Looking to replace my Fitbit

adambowie: @lukeoliff May look at the Garmin Vivofit as I'm already in their ecosystem with my bike GPS.

MichelleCHart: @garminUK is 31st March confirmed released date for vivofit in the UK? Unfeasibly excited about something that's going to nag me to move!

jbester: .@endeavourprtnrs & @michaelamdavies Curious re #vivofit Nice specs but sadly @Garmin poor w #socbiz #social #APIs.

Cheapside: Vivofit battery seems to be a differentiator, shame about the look #wearables

SOCIAL SENTIMENT & PULSE• Word on the street is that Garmin

=High Quality, Respected Brand

• Technical Excellence, but lacking in customer service

• Long-time users acknowledge brand strength but with increasing feelings of resentment

• Some think Garmin is resting too much on its laurels

ACTIONABLE INSIGHTS• Start marketing and creating

excitement!– Little buzz about a soon-to-be-

launched product

– Get more social

• Improve customer service!– Respond to inquiries on social and

purchase sites

– Respond to negative comments to show that Garmin cares

– Acknowledge that Garmin Connect had some issues in the past but that improvements are being made

THANK YOUQuestions? Comments?