social media analysis by chelsie sanchez · 2013. 4. 25. · chelsie sanchez social media analysis...

Social Media Analysis by Chelsie Sanchez

Chelsie Sanchez Social Media Analysis

TABLE OF CONTENTS

I. Introduction of client and product category •Introduction of client and product •Overview of current Facebook marketing

II. Analysis of client’s social media page •Overall observation of popular content •Successful fan page posts •Unsuccessful fan page posts

III. Analysis of competitors’ social media pages •Overall observation of popular content •Successful fan page posts •Unsuccessful fan page posts

IV. SWOT and insights •SWOT analysis •SWOT conclusions and insights •Similarities/differences with competitors

V. Recommendations for the client


Company OverviewYogitoes® partners need with design to create unique, sustainable products that support a yogic lifestyle and has recently demonstrated a huge commitment to using recycled content in all of their products and packaging. To date, Yogitoes® has already diverted nearly 900,000 plastic bottles from entering landfills or polluting the world’s oceans.

BackgroundInspired after slipping on her yoga mat, CEO and yogi Susan Nichols, launched Yogitoes® in 2003 with the invention of Skidless® - a revolutionary towel

that combined super absorbent microfiber with silicone nubs, or “dots that grip so you don’t slip.” This created a new industry - towels designed for a yoga practice. Since then, Yogitoes® has continued to create innovative products that have come from need and inspiration to help yoga practitioners of all levels and yoga styles grow their practice, while helping the planet.

Yogitoes® has deep cultural and philosophical roots that are focused on human and environmental wellness. Since inception, they have maintained a conscious approach to sustainability and mindful practices; from manufacturing to

overall operations, to cause involvement and continue to be a leader as a practicing socially conscious company.

rExperience LabNewly renovated and praised for being “the greenest office on Main Street” in Santa Monica, the rExperience Lab represents a new business model, which places community outreach above retail sales. Serving as a retail show room and event hosting space, customers can stop by to test out new products and learn about the sustainability of our company and the organizations we support.


INTRODUCTION OF THE CLIENTAbout Yogitoes®

Established in 2003, this innovative yoga product company creates unique and sustainable products for yogis to enhance their practice with. After the founder and CEO, Susan Nichols, invented Skidless® technology and coined the name Yogitoes®, the brand quickly became a favorite among the yoga community. They are currently based in Santa Monica, California.

Missionyogitoes’ mission of sustainability for mind, body, spirit and mother earth is the heart of the company.

yogitoes OUR PRODUCTSChelsie Sanchez Social Media Analysis

FACEBOOK MARKETINGYogitoes® chooses not to make its Facebook fan page primarily for marketing. They opt instead for providing their readers with inspirational messages and images (which will be examined later).

Here are the few examples of recent marketing of promoted products and/or events

High-quality, innovative yoga accessories made from recycled content, including

every product in the new rYoga Collection.

Mat-size towels utilize between 4 and

8 plastic water bottles in production!

Sponsoredevent

rExperience Lab giveaway

Productpromotion

SOA AwardAnnouncement

Rather than bombard their viewers with advertising and self-promotion, Yogitoes® posts messages and images they know will inspire their consumers and fans.


FACEBOOK OVERVIEWSince the content on the yogitoes Facebook fan page has not changed much over the past couple of years, the data provided and analyzed will consider up to the last three months of postings.

Yogitoes always starts the day with a “good morning intention”

Yogitoes® has a specific target audience and knows they do not need to do much advertising to push their products on consumers. Their Facebook fan page has mostly content related to maintaining a happy, healthy lifestyle. They understand that by emphasizing this important facet of the company’s mission, they will gain fans and potential customers who share the same values.

The understandably most popular posts (according to the amount of “Likes”) include content related to: animals, nature, healthy eating, extreme yoga poses and words of wisdom.

Yogitoes® posts an average of five times per day-

which means they are constantly in the public’s

newsfeed!

FAN PAGE


SUCCESSFUL FACEBOOK POSTS

This is the most “Liked” post of the year so far. Incorporating yoga and its teachings into every day life is something that is highly encouraged on the fan page on a daily basis, and the public seems to enjoy that aspect very much.

Because of the general mission of the company and the message it promotes on its fan page, there are typically many “Likes” on most of their postings.

Aside from the popular content mentioned above that is consistently posted, Yogitoes® also demonstrates the importance of: cultural diversity (left), family (below left), and responding quickly to a follower who is perhaps in need (below).

All of these are examples of success because of the positive response the posts invoke from the viewers.

This post received the most comments on the page’s history, with the majority being snide

comments between Facebook members who disagreed about the banning of single-use

plastic water bottles. The intended message of this posting was to raise awareness about one aspect of yogitoes’s mission: to support the

sustainability of our planet’s resources-

something some fans clearly didn’t agree with.

UNSUCCESSFUL FACEBOOK POSTSChelsie Sanchez Social Media Analysis

Since most of Yogitoes®’s followers on Facebook are typically people who already do yoga, they are usually very intrigued by the inspirational posts. However, some posts create backlash from certain viewers who disagree with or don’t understand the intended message.

This post is one of only a handful of posts that

received very few “Likes”. Perhaps it is because

viewers don’t understand the message or intention

of this image.

Although this post gained many “Likes”, this is an example of a failure to respond to someone

who maybe needed clarification of the intended message of the post. By not responding, they

allowed a negative comment to remain on post without any

explanation or follow up.

COMPETITION: MANDUKACOMPANY AND FACEBOOK OVERVIEW


Manduka has three times the amount of followers on

Facebook than Yogitoes, and has a similar amount of “Likes”

and comments on postings.

Their other posts include inspirational images, words of wisdom, and a daily “Today we are practicing...” post.

They also support and share other company’s websites.

Manduka’s posts are somewhat centered around promoting products; often particular campaigns they

are currently running.

MANDUKA Already a favorite yoga mat brand among the yoga community and offers very high-quality products. They are very active with charities and have put

forth efforts to begin introducing the use of recycled materials in some of their products. They sell their products in many yoga studios and sports stores,

although they do not have retail stores of their own. They market to a very similar target audience as Yogitoes, and have been successful in their campaigns.


COMPETITION: MANDUKASUCCESSFUL POSTS

This post demonstrates how Manduka not only responds

quickly to its followers, but also offers additional information to

continue promoting the campaign.

This post is successful based on the significant amount of “Likes”

it gained. The use of a simple message and image proved to be

extremely effective at reaching the desired audience.


COMPETITION: MANDUKAUNSUCCESSFUL POSTS

This promotional post is unsuccessful because it failed to gain a high amount of likes, and also shows how Manduka failed to respond to a potential

customer.

This post promoting a recent giveaway campaign failed to

intrigue a significant audience based on the

amount of “Likes”.

COMPETITION: GAIAMCOMPANY AND FACEBOOK OVERVIEW


Gaiam has almost five times the amount of followers on

Facebook than Yogitoes, but their posts have far fewer

“Likes” and comments.

Some of their other posts relate to healthy eating and

living, but do not always feature many images and

“words of wisdom”.

Gaiam’s post are typically promotions of new products, sales or

giveaways.

GAIAM is already an enormously established brand that features an entire Gaiam community and offers a wide variety of products (yoga and home related). They

offer their products at lower prices than many other, competing yoga brands. They advertise frequently, market to individuals of all geo-and-psychographics, and

include much of their line in low-price retail stores like Walmart and Target.

COMPETITION: GAIAMSUCCESSFUL POSTS


This promotional post was successful because it gained a good amount of “Likes”, and also demonstrates Gaiam’s

quick response to a customer’s pressing question.

This is a successful post because without the use of image, Gaiam is still able to

receive a significant amount of fan feedback in both “Likes”

and comments.

COMPETITION: GAIAMUNSUCCESSFUL POSTS


This post was an attempt to promote another social media page. Gaiam tried to spark interest in its

followers by asking them to comment, but ended by promoting

its own Pinterest page and as a result received no comments and

only 2 “Likes”.

This post showed how Facebook marketing can prove to be

unsuccessful. A few Facebook members commented on their dislike

of Gaiam’s Facebook sales promotions, and Gaiam failed to address those

members’ negative comments.

SWOT ANALYSISof Yogitoes® Facebook posts


STRENGTHS

Quick response time when consumers require feedback

Lack of negative feedback posts from dissatisfied customers

Daily inspirational images and words of wisdom earn significant amounts of “Likes” and comments

Ability to promote a positive brand tone and express brand’s mission, even without promoting specific products

WEAKNESSES

Lack of posts dedicated to marketing of actual products

Customers looking for product information on page may have to navigate through “clutter” of posts unrelated to products

Significantly less Facebook followers than competitors in same industry

OPPORTUNITIES

The steadily growing yoga industry allows for a potential to increase the number of Facebook fans

Negative feedback on competitors’ fan pages may cause consumers to redirect their interest towards Yogitoes

The ever-increasing technological capabilities of Facebook create opportunity for any company wishing to market directly through fan pages

THREATS

High number of fans on competitors’ pages presents the possibility of them gaining much more exposure through their fans’ “Likes” and “shares”

Certain heavy yoga practitioners tend to avoid excessive use of technology and react to more personable forms of advertising

Yogitoes® has been successful at establishing the brand’s tone by communicating with its followers through the use of inspirational words and images. Their posts often receive positive feedback, and generate significant amounts of “Likes” and “shares”, even though they rarely promote Yogitoes campaigns or products.

Although many followers enjoy the content of the fan page, there is a distinct lack of product information available at first glance, which may lead some consumers to seek out other yoga product brands.

Facebook is continuously updating its features, specifically those related to marketing. That aspect, in addition to a steadily growing yoga industry, can lead to the possibility of gaining potential customers who would otherwise not hear about the brand.

Although competitors have well-established Facebook followings and significantly more fans than our client, Yogitoes® appears to receive more feedback on posts in general. While Facebook can be an effective medium of marketing and spreading brand awareness, the target audience for Yogitoes® also includes consumers who choose not to use Facebook on a regular basis.

SWOT ANALYSISCONCLUSIONS


COMPETITIONsimilarities and differences

Yogitoes has established itself as a unique yoga company who truly cares about spreading its mission through the use of social media. Even though it has fewer followers on its Facebook fan page than both its competitors, the followers of the Yogitoes page tend to interact more than those of the competitors.

Manduka vs Gaiam vsSimilarities•Daily “words of wisdom”, mantras, or occasional inspirational images•Rare use of posts for promotions of new products•Average amount of postings per day is between 3-5•Response time to questions asked on posts is usually within one day•Number of “Likes” per post type: 100+ for inspirational words and/or images, far fewer for promotional posts and/or posts with no images

Differences•Manduka has three times as many followers•Manduka uses much less imagery, but typically post more messages “in their own words”.•Manduka posts many promotions for giveaways or current campaigns, whereas Yogitoes® has only done a handful in the past four months.•Posts promoting other wellness companies and websites•Encourages viewer interaction by usually asking a question on daily posts

Similarities•Inspirational messages and/or images•Content related to health and fitness•Multiple posts per day which leads to more exposure on newsfeeds

Differences•Gaiam has five times as many followers•The majority of Gaiam’s posts are for promotional sales, products and giveaways.•Many posts that are “shared” from another website•Posts featuring links to health and wellness videos and other websites•Frequently has problems with links to promotional giveaway sites•Many Gaiam customers express their dissatisfaction of products and/or service directly on fan page;


Yogitoes® Yogitoes®

Since Yogitoes® has already demonstrated that it can effectively and positively communicate with its target audience, there are few recommendations at this time that could significantly

benefit their Facebook fan page.

1. The promotion of Yogitoes® sponsored events on the fan page increases brand awareness and also gives consumers a chance to try Yogitoes® products in person.

2. Make “friending” local yoga studios a priority, as they most likely have fans who may be interested in Yogitoes® products.

3. Hiring a person-of-interest (particularly someone who has a passion for yoga) for brand endorsement may lead to increased Facebook followers if they are already fans of that person’s Facebook page.

4. Posting sales promotions or discounts has been beneficial for other companies, and implementing this can increase marketing potential.

RECOMMENDATIONSfor the client


Yogitoes®

social media analysis by chelsie sanchez · 2013. 4. 25. · chelsie sanchez social media analysis...

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