{"id":379,"date":"2017-03-22T00:41:20","date_gmt":"2017-03-22T00:41:20","guid":{"rendered":"http:\/\/hardy-lavoie.com\/?p=379"},"modified":"2018-11-11T00:48:53","modified_gmt":"2018-11-11T00:48:53","slug":"social-media-monitoring-project-part-2","status":"publish","type":"post","link":"https:\/\/hardy-lavoie.com\/?p=379","title":{"rendered":"Social Media Monitoring Project, Part 2"},"content":{"rendered":"

Recap<\/strong><\/p>\n

Polar Beverages<\/a> is a highly successful company that excels in the increasingly health-conscious beverage market. Seltzer<\/a> is here for the longhaul and Polar has been doing it longer than most which gives them an advantage. However, are they using it?<\/p>\n

There is a reason why Polar is jokingly referred to as a cult or obsession; there are reasons why Polar has \u2018Super Fans\u2019. Despite this ‘hardcore’ following, there is still plenty of room for Polar to expand upon its social media presence and the ways in which it decides to engage with its customer base.<\/p>\n

Campaigns <\/strong><\/p>\n

Polar runs some very successful campaigns that revolve around the release of small limited edition\u00a0<\/a>batches a couple of times a year\u00a0and the more widely available season flavors that are released in the summer and winter. These campaigns produce visible spikes on the graph data, are well received, and create a buzz.<\/p>\n

Data Comparison<\/strong><\/p>\n

Followers Update<\/em><\/u><\/p>\n

All of the Polar seltzer (including the Seltzer\u2019ade<\/a>) pages across all platforms had a steady increase of about 200-400 followers over the past month. Other increases in followers were seen in the Polar Family brand pages on twitter and Instagram. Polar Dry, Polar Classics, and Polar Frost sat stagnant and had approximately\u00a0+\/- 5 followers.<\/p>\n

GoogleTrends<\/a><\/u><\/em><\/p>\n

I opted to look at the 7-day graphs for comparisons because larger stretches of time did not provide an adequate distinction.<\/p>\n

So, we remember\u00a0this graph:<\/p>\n

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And this is our recent seven day\u00a0graph:
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While the averages between the Seltzer search and the Polar Beverage search are still about the same, we see that the recent graph shows a much more active interest in both the brand and the drink category. This (again) is most likely indicative of the popularity of the new Seltzer’ade line of products. We also see that the lines mimic each other, again leading me to the conclusion that people are looking for the same items when searching for the product or the company.<\/p>\n

Social Mention<\/a><\/u><\/em>
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\n<\/em>When we look at the comparisons of the most popular day a month ago and the current snapshot, \u00a0there are some stark contrasts:<\/p>\n

Polar<\/strong><\/u>\u00a0Beverages<\/strong><\/u> –
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<\/a><\/a>
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\nA month ago, the strength of the Polar Beverage search term was much higher that it is today. Positive sentiment has gone down slightly, and its reach declined drastically.<\/p>\n

Polar Seltzer<\/u> <\/strong>–
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\u00a0<\/a><\/a><\/div>\n


\n<\/strong>However, when looking at Polar Seltzer, we see a current increase across strength, sentiment, passion and reach. Again, I believe that this drastic increase in interest is in direct correlation with the Seltzer’ade launch.
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\n<\/strong>T<\/strong>arget Market<\/strong><\/div>\n

Polar has the key benefit of not speaking directly to a niche community of beverage connoisseurs. There is a seltzer drinker in everyone, from kids to adults. In a market where traditionally surgery sodas are being demonized as being a threat to one\u2019s health, seltzer provides crisp carbonation and flavor without the sugar or sodium and with all the benefits of water.<\/p>\n

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If Polar was to narrow their focus, the health-conscious among us would be the target. Traditionally, the highest populations of \u201chealth conscious\u201d folks are found in urban and metropolitan areas and often do not mind spending a little bit more on a product that they deem \u201cworth it\u201d. Another key area would be the next generations of Polar Super fans \u2013 children. Who better than kids to learn early that seltzer is the supreme nectar of choice?<\/p>\n

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Analysis<\/strong><\/p>\n


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Strengths<\/em><\/p>\n