sub-zero analysis
TRANSCRIPT
Sub-Zero Social Media Analysis
Stephanie Udell8/25/11
Key Takeaway Points• Analysis from February 2011-August 25th 2011• Sub Zero overall has a favorable consumer sentiment (41% positive,
52% neutral)• With the majority of consumer sentiment being neutral, there is an
opportunity for Sub-Zero to focus on driving positive sentiment in the media where consumers are talking about Sub-Zero
• An opportunity is to build positive consumer sentiment on Twitter (96% neutral) – Twitter is a social media tool consumers use to help influence
purchase decisions• Neutral sentiment came from real-estate blogs and tweets of
homes for sale with Sub-Zero refrigerators• Blogs and Twitter makes up 82% of Share of Voice and should be
the focal areas • Tom Burns posted a blog on the top 10 reasons to own a Sub-Zero
refrigerator. He is someone to follow and understand his influence over consumers
Activity Summary
41% Positive + 52% Neutral + 7% Negative
975 blog mentions
216 news mentions
28 forums postings in selected date range,
142 tweets (estimated total), 20 forums postings in selected date range,
Overall Consumer Sentiment
Share of Voice-Popularity by MediaPopularity by Media
Popularity by Media
