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GARMIN VIVOFIT
DIGITAL MEDIA AUDIT
February 26, 2014
PRESENTATION AGENDA
1. Brand & Market Overview
2. Social Metrics
3. Key Digital Technologies
4. Web Traffic Analysis
5. Search Trend Analysis
6. Social Analytics Snapshot
BRAND & MARKET OVERVIEW1
PRODUCT & OBJECTIVEGarmin Vivofit
• A personal fitness assistant
• A high tech device– 50m water resistance
– 1 year battery life
– Always-on screen
Objective
• Develop a marketing strategy for the launching of Vivofit to create awareness, generate excitement and differentiate the product from the competition
COMPETITORS & CUSTOMERSCompetitors Target Segments
Jawbone Up24
Fitbit Force
Nike FuelBand
Polar Loop
Stay-at-home moms(Sandy)
Young busy professional (David)
Prime Time Seniors (Bob & Elaine)
SOCIAL METRICS2
KEY SOCIAL METRICSAwareness
• # Fans, Followers, Likes
• # Tweets
• Search Volume
Engagement
• # Blog Posts about Vivofit
• # Social Posts & Comments
• Product Reviews
Word-of-Mouth
• Buzz monitoring (to track sentiment)
• Social Mention Volume (# Retweets & Shares)
• Endorsements from other users (i.e. Freq of appearance on friends’ timelines)
DIGITALTECHNOLOGIES3
DIGITAL/SOCIAL TECH INVENTORYTechnology Bran
dFan
Apps
Blogs
Forums
Foursquare
Google+
Linked In -
News Sites
Technology Brand
Fan
Photo Sharing
Product Review
Website -
Wikis
YouTube
THREE KEY DIGITAL TECHNOLOGIES
• Showcase product capabilities & in-depth content
Vivofit Website
• Explain how to use the product & expand web presence
YouTube
• Build an interactive community
WEB TRAFFICANALYSIS4
COMPETITIVE WEB ANALYSIS
Fitbit Jawbone
Polar Loop
Estimated Visits
10.3M 3.4M 180K
Avg. Time on Site
00:05:50
00:05:06
00:02:50
Page Views 6.19 6.03 4.31
Bounce Rate 30.01% 32.56% 20.45%
SimilarWeb Analytics• Unable to compare
directly with Vivofit web domain
• Visits vary depending on market entry
• People are spending significant time on the sites as well as multiple page views; indicative of real interest
WEB TRAFFIC SOURCES• Most traffic is direct,
indicating existing customer base as well as prior knowledge of these brands
• Need to take better advantage of social media
• High referrals and search traffic imply further market growth potential
ALSO-VISITED WEBSITE TOPICS
SOCIAL MEDIA TRAFFIC• Does not contribute
that much to overall website traffic
• Facebook is the primary medium for social communication
• Interesting YouTube implications for future social marketing campaigns
GEOGRAPHIC ANALYSIS• Primary country for
all brands is the United States
• Canada and the EU are just starting on the wearable fitness market
• Use of more social media initiatives can help to increase global awareness
SEARCH TRENDANALYSIS5
COMPETITION SEARCH TREND
TECHNOLOGY SEARCH TREND
ACTIVITY SEARCH TREND
GOOGLE CORRELATEHigh correlation in search pattern between“Fitness tracker” and “workout for women”
SOCIAL ANALYTICSSNAPSHOT6
SOCIAL MENTIONS & VISIBILITY• Little mention since CES
• Official Garmin Social Tech– Facebook – 2 mentions
– Twitter – 8 mentions (only 1 since CES)
– YouTube – 3 videos, <2000 views
– Blog – 1 mention
• Consumer/Fan Tech– Several dozen blog posts/tech
reviews, all from CES
– ~10 YouTube reviews/comparisons
Vivofit Garmin
Social Mention & Topsy Stats
SOCIAL BUZZ EXAMPLESGarmin Vivofit
…ultimately though, I suspect like most things Garmin, people will pay the premium for the brand name – especially if they already have other Garmin devices. – blog comment
Love Garmin products always have. – HarryO
…but it’s a sign of how Garmin isn’t keeping track of the details. Getting lazy IMHO. “Do we really need to make a great product to keep our market share? Or will our brand keep us at #1 if we deliver just ‘good enough’”. – blog comment
Garmin Connect (only 2 / 5 stars)
janetmonster: @Garmin When will the Vivofit be available in the US? Looking to replace my Fitbit
adambowie: @lukeoliff May look at the Garmin Vivofit as I'm already in their ecosystem with my bike GPS.
MichelleCHart: @garminUK is 31st March confirmed released date for vivofit in the UK? Unfeasibly excited about something that's going to nag me to move!
jbester: .@endeavourprtnrs & @michaelamdavies Curious re #vivofit Nice specs but sadly @Garmin poor w #socbiz #social #APIs.
Cheapside: Vivofit battery seems to be a differentiator, shame about the look #wearables
SOCIAL SENTIMENT & PULSE• Word on the street is that Garmin
=High Quality, Respected Brand
• Technical Excellence, but lacking in customer service
• Long-time users acknowledge brand strength but with increasing feelings of resentment
• Some think Garmin is resting too much on its laurels
ACTIONABLE INSIGHTS• Start marketing and creating
excitement!– Little buzz about a soon-to-be-
launched product
– Get more social
• Improve customer service!– Respond to inquiries on social and
purchase sites
– Respond to negative comments to show that Garmin cares
– Acknowledge that Garmin Connect had some issues in the past but that improvements are being made
THANK YOUQuestions? Comments?
