Platinum team nyu_socialmedia_final_v2

Final Project : Social Media Analytics NYU

Zaneta Maria Bieciuk - zanetamaria@aol.com

Alice Itty - alicegeorgeitty@gmail.com

David Cohen - dbc1024@yahoo.com

Professor Rhonda Drake Rhonda@drakedirect.com

Social Media Brand Comparison: Sensa Weight Loss System vs. Slim-Fast

#socialmedia #analytics

Social Media Marketing Analytics

Presented by Alice, Zaneta & DavidSchool of Continuing and Professional Studies

DMMK1-CE9947

Spring 2012

December 19th, 2012

IntroductionThe Platinum Group is comparing social media engagement

strategies between weight loss companies, Sensa Weight Loss and Slim Fast.

Slim Fast is a company that promotes diet and weight loss plans and has a brand of shakes, meal bars, and packaged foods. They have a presence on and .

Sensa Weight Loss is an appetite suppressant created by Dr. Alan Hirsch, a neurologist and psychologist. Sensa has a presence on and .

We utilized various Social media tool including:• Lithium, NetBase & Simply Measured• Alexa, Google Trends, Google Search, Klout, SEO Profiler,

Quantcast, Compete, Tweeter Grader…

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HypothesisUtilizing various Social Media tools, to compare two brands in

the weight loss category, our report will show:

Sensa maintains a higher social media presencePerhaps because of legal issues and, oddly, a slightly “older” target audience

Netbase, while requiring more time investment to set-up profiles, provides greater depth of reporting although we question the validity of the data as other sources are reporting different information

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Audience Comparison - Size

Weight Loss: Interest over time in U.S for past 90 days

Interest over time for Sensa is significantly higher than for Slim-Fast

Interest over time for weight loss category for the past 90 days is

fairly steady in the mid 80’s search volume. With a significant lowest

74 in peak search volume the week before Thanksgiving and a high of 94 peak search volume

starting on the day after Thanksgiving

Share of search trends comparison: Sensa vs. Slim-Fast

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Audience Comparison - Size

Slim-Fast.com Trysensa.com

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Audience Comparison - Size

Slim-Fast.com Trysensa.com

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Audience Size - Composition

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Audience Size - Composition

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Audience Size - Themes

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Audience Size - Themes

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Audience Size - Sentiment

Net sentiment and passion intensity increases significantly around Thanksgiving Holidays And, we see a significant spike in sentiment for Sensa on No 27th, 2012 that’s due to their false advertisement law suit that was announced that day.

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Audience Size - Sentiment

Sensa

Slim-F

ast

0%

20%

40%

60%

80%

100%

Negative

Positive

positive

to negative 47.1%

positive to negative 310%

Nov 2, 26 no specific events, just few positive

posts

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Facts comparison – Trends/ News

Significant spike in sentiment for Sensa on 11/27 - http://www.prnewswire.com/news-releases/sensa-settles-consumer-complaint-with-nutritional-task-force-181033111.html

“Nine counties have settled a false advertising lawsuit against the makers of a diet drug that claimed people could lose weight by sprinkling flavored crystals on their food”

“Sensa products are now banned from making any claims regarding the efficacy or effects of any of its products without having "competent and reliable scientific evidence that substantiates those claims,"

“The counties took the product to court arguing that the company made false claims regarding their product’s weight loss efficacy. The attorneys won and now Sensa has to pay $800,000”

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Facts comparison – Trends/ News

Significant spike in sentiment for Sensa on November 17th, 2012

http://www.current-movie-reviews.com/41692/dr-oz-show-recap-11162012-dr-alan-hirsch-of-sensa-weight-loss-supplement

Dr. Oz says :” anything that helps you get healthy is a good thing BUT nothing replaces healthy choices in our diet”

“ We should not depend on a supplement and the long terms sustainability using any product like this is not achievable”

“Sensa does not encourage or promote dieters to adopt a healthier eating lifestyle. With Sensa, dieters do not have to change their eating habits or exercise more”

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Usage of Social Media - FacebookSensa – 112% more “total page fans”

2.81% more brand posts

23.41% more total engagement on brand posts

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Usage of Social Media - TwitterSensa – 84% more potential reach & 524% more potential impressions

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Usage of Social Media - YouTube

Only Sensa has YouTube channel

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Facts comparison - EngagementCharts below indicate Twitter stats – Sensa clearly has more

updates

On facebook too:

Sensa has 276,010 friends to Slim-Fast’s 130,203

Interestingly though:

Sensa: 3,513 Tweets/14,410 Followers=0.2438=25%

Slim Fast: 1,705 Tweets/4,229 Followers=0.40=40%

241% more followers

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Facts comparison – Engagement

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Facts comparison – AudienceOn a precursory analysis, it appears Sensa’s

Audience is slightly older as well

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Facts comparison – Additional Engagement Data

Brands both involved, be it at different levels, with engagement

30K vs 1K posts axis-levels

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Facts comparison – Social Synergy with Website

On a precursory analysis, it appears Sensa’s social presence is in proportion to their website in relation to Slim-Fast’s

Sensa, ranked higher with more clickstream activity too

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Conclusion

Having investigated two brands in the weight loss category, utilizing various Social Media tools:

• Although further analysis would be required to show trends, it appears logical to indicate Sensa maintains a higher social media presence• One hypothesis is that perhaps because of known-legal

issues & a slightly “older” target audience who maybe more leery of a “sprinkle diet”

• Netbase, while requiring more time investment to set-up profiles, provides greater depth of reporting although we question the validity of the data as other sources are reporting different information

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Dashboard Mock-Up

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Social Media Tools Matrix