new the state of vinegar, online · 2020. 5. 13. · & the vinegar institute 7 0 10 20 30 40 50...

THE STATE OF VINEGAR, ONLINEA look at how stakeholders think about, talk about and gather information about vinegar using digital and social media.

OVERVIEW

Kellen has conducted an initial analysis of online conversations and activity to understand attitudes and behaviors with respect to vinegar.

Kellen was able to identify over 5.4 Million online conversations resulting in over 30 Billion estimated impressions and over 26 Million search queries relevant to vinegar from Feb 2013 through Jan 2015.

The results are a reflection of the attitudes and behaviors of consumers.

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TERMINOLOGY

© 2015 Kellen, Inc. & The Vinegar Institute

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Term Definition

Topic Cluster of keywords, filters and context terms that define the set of conversations being examined

Mention Single, unique, non-spam instance of a user mentioning a topic

Impressions Estimated number of users who saw posts mentioning a topic

Net Sentiment Percentage of positive mentions divided by negative mentions of a topic

Passion Intensity 1 to 100 score of how strong the sentiment being expressed is (i.e. “like” vs. “love”)

GEOGRAPHY OF CONVERSATION

64%

5%

14%

3%

<1%

<1%

<1%

1%

2%

Total Mentions5,422,948

Mentions with Geography1,907,559 (35%)

<1%<1%<1%

<1%

<1%

<1%

<1%<1%

<1%

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COMMUNICATIONS TOUCH POINTS


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Prompted or Unprompted RecallStakeholder realizes a need or question.

Zero Moment of TruthStakeholder investigates options using

information sources such as search, social

media, or offline recommendations.

Point Of ActionStakeholder utilizes mobile technologies to

compare and gather feedback about

decisions in real time.

Post-ActionStakeholder communicates experience or

shares opinions on action and whether it

met their needs or expectations.

There’s a significant amount of

competition, online about vinegar

and vinegar uses.

There’s a high level of C2C pass-

through across many online

channels.

Experiences vs. expectations are

not only shared but talked about

with high passion intensity.

Consumers engage best with

“always on’ systems that allow

them to weigh options and access

on-demand peer-to-peer feedback.

CUSTOMER ACQUISITION & RETENTION ISSUES6


VOLUME & SENTIMENT OF ONLINE CONVERSATIONS


7

0

10

20

30

40

50

60

70

80

90

100

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Online Conversations About VinegarFeb 2013 – Jan 2015

Mentions Net Sentiment

Mentions Impressions Net Sentiment Passion Intensity

5,422,159 30,345,051,321 73 58

Over the past 24

months, overall

volume of

conversation about

vinegar has

remained steady.

However, the total

number of positive

conversations about

vinegar has been

growing, steadily at

3% per month.

FOOD VS. NON-FOOD VINEGAR CONVERSATION

% of ConvImpressions/

Mention

Net

Sentiment

Passion

Intensity

Overall - 5,596 73 58

Food 86% 5,923 73 56

Non-Food 14% 4,172 76 68

Underscoring a desire to use online channels to share creative solutions to household and health issues, 14% of all online conversations we observed were about its uses outside of food.

These conversations were not only as positive or more-so than other vinegar conversations but reflected passion intensity that was 17% greater than average.

Skincare uses, hair care uses, and household uses were the most prevalent, non-food uses for vinegar appearing in conversation.


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226,166

81,484 74,182

82 82 8377

80

44

0

10

20

30

40

50

60

70

80

90

100

-

50,000

100,000

150,000

200,000

250,000

300,000

Skin Hair Household

Net

Sen

tim

en

t &

Passio

n

Co

nvers

ati

on

s

Non-Food Vinegar Conversation

Mentions Net Sentiment Passion Intensity

High Return, Higher Investment Higher Return, Lower Investment

Lower Return, Higher Investment Lower Return, Lower Investment

FOOD IN VINEGAR CONVERSATION


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Salad

Chicken

Fish/Seafood

Pork

Beef

Steak

Lamb

0

10

20

30

40

50

60

70

68 70 72 74 76 78 80 82

Net

Se

nti

me

nt

Passion Intensity

Though not as prevalent as Salad and/or Chicken, vinegar’s uses with Pork, Beef, and Steak had net sentiment that is still significantly high.

VINEGAR TYPES BY SHARE OF VOICE & GENDER

Balsamic32%

White29%

Rice13%

Red Wine10%

White Wine9%

Cider7%

Share Of Voice, Overall


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37%30% 30% 29%

23%30% 29%

63%70% 70% 71%

77%70% 71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Vinegar Conv.

Balsamic Cider Red Wine Rice White White Wine

Share of Voice, By Gender

Men Women

VINEGAR TYPES BY TONALITY, ONLINE

8280

65

79 8077

68

62

21

58

49

0

10

20

30

40

50

60

70

80

90

Balsamic Cider Red Wine Rice White White Wine

Vinegar TonalityFeb 2013 – Jan 2015

Net Sentiment Passion Intensity


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AUTHOR LOCATION SOURCEAUTHOR LOCATION SOURCE


VERBATIM

37 Apple Cider Vinegar Hacks for a Clean, Chemical-Free Home http://onegr.pl/1BdGIfO

One Green Planet New York City One Green Planet

Like salt and vinegar potato chips with some extra padding http://bonapp.it/18hL5Ku

Bon Appetite Worldwide Twitter

In the PG's now-on-Weds. food report, @ThisMansKitchen reports from Italy on balsamic vinegar.

Bob Batz Jr. PittsburghPittsburgh Post Gazette

Apple Cider Vinegar? Say WHAT? It cleans your coffee machine AND makes you look and feel younger?

Natalie Jill San Diego, CA Natalie Jill Fitness


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http://t.co/Aj519HDSO6

http://t.co/Aj519HDSO6

http://bonapp.it/18hL5Ku

http://bonapp.it/18hL5Ku



VERBATIM

10 reasons I love white vinegar

Vicky Charles Salisbury, UK Single Mother Ahoy

Baking soda, vinegar, oatmeal, oh my! What are your trusted old-school home remedies? Tweet them with #globeremedies

The Globe and Mail Canada Twitter

Rinse your hair w/ vinegar before shampooing. Doing so helps make your hair look shinier & cleaner; plus, it treats dandruff. #HairCareTip

IT&LY Hairfashion Milan, Italy Twitter

Vinegar is a good way to clean up rusty tools, as long as you rinse them thoroughly with some neutralizing agent afterward.

Luckakiki Torino, ItalyG503 Military Vehicle Message Forums


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MONTHLY VINEGAR SEARCH ACTIVITY


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y = 496.4x - 2E+07

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Average monthly searches for vinegar information have increased 2.45% per month for the last 24 months. This reflects a slow but steadily growing interest for information about vinegar

AVERAGE MONTHLY SEARCHES FOR VINEGAR


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108,210

95,480

32,960

27,450 27,430

20,130

14,590

-

20,000

40,000

60,000

80,000

100,000

120,000

Benefits of Vinegar Vinegar Uses Vinegar Substitutes Vinegar & Health Cleaning w/Vinegar Vinegar & Diet/Weight Loss Vinegar Recipes

AVERAGE GROWTH IN MONTHLY SEARCH VOLUME


16

8%

4%

4% 4%

7%

16%

6%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Benefits of Vinegar Vinegar Uses Vinegar Substitutes Cleaning w/Vinegar Vinegar & Health Vinegar & Diet/Weight Loss Vinegar Recipes

TOP 15 VINEGAR PAGES ON THE WEB

Domain

Citation Flow Trust Flow Authority

A numeric prediction (1 to 100) of how influential a URL might be based

on how many sites link to it.

A numeric prediction (1 to 100) of how trustworthy a page is based on

the quality of the sites that link to it.

A numeric prediction (1 to 100) of how well a page will perform, overall

in search rankings.

en.wikipedia.org/wiki/Vinegar 97 98 100

www.webmd.com/diet/apple-cider-vinegar 80 87 95

www.rd.com/home/150-household-uses-for-vinegar 47 67 82

www.angelfire.com/cantina/homemaking/vinegar.html 53 81 90

www.earthclinic.com/remedies/acvinegar.html 43 52 52

health.howstuffworks.com/.../facts/the-health-benefits-of-vinegar2.htm 63 84 91

www.goodhousekeeping.com/home/green-living/vinegar-uses 56 58 83

www.allyou.com/budget-home/organizing-cleaning/uses-for-vinegar 43 36 69

www.wikihow.com/Make-Your-Own-Vinegar 60 55 92

www.popsugar.com/smart-living/Uses-Vinegar-22333420 55 58 84

www.bobvila.com/clogged-drain/...household-uses-for-vinegar/slideshows 45 61 73

www.care2.com/greenliving/apple-cider-vinegar-miracle-for-home-and... 59 70 87

versatilevinegar.org 27 19 45

www.thelaundress.com/scented-vinegar 30 24 45

www.wikihow.com/Use-Vinegar-for-Household-Cleaning 60 55 92


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CONTACT

Jeannie MilewskiExecutive Director(678) [email protected]

Jared DegnanDirector, Digital Strategy(678) 303-3058 [email protected]


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new the state of vinegar, online · 2020. 5. 13. · & the vinegar institute 7 0 10 20 30 40 50...

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