Download - Vivofit_Digital Marketing MBA Project
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GARMIN VIVOFIT
DIGITAL MEDIA AUDIT
February 26, 2014
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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
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BRAND & MARKET OVERVIEW1
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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
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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)
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SOCIAL METRICS2
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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)
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DIGITALTECHNOLOGIES3
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DIGITAL/SOCIAL TECH INVENTORYTechnology Bran
dFan
Apps
Blogs
Forums
Foursquare
Google+
Linked In -
News Sites
Technology Brand
Fan
Photo Sharing
Product Review
Website -
Wikis
YouTube
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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
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WEB TRAFFICANALYSIS4
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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
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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
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ALSO-VISITED WEBSITE TOPICS
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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
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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
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SEARCH TRENDANALYSIS5
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COMPETITION SEARCH TREND
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TECHNOLOGY SEARCH TREND
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ACTIVITY SEARCH TREND
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GOOGLE CORRELATEHigh correlation in search pattern between“Fitness tracker” and “workout for women”
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SOCIAL ANALYTICSSNAPSHOT6
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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
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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
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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
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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
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THANK YOUQuestions? Comments?