Spindrift Brand Analysis

Questions to ask?
- What personality do we want to take on?
- Who is our target market on twitter/facebook? Are these target
markets diferent?
- How can we get our target markets more involved?
- What promotions can we run?
- What similarities and diferences should our twitter and facebook
pages have?
- How can we get people to visit the website?
- How can we use social media/the website to increase sales in our
accounts?
Social Media:
Twitter ollowers! "#"$%
&otes! We are following more people than we have followers' There is
no background picture and the twitter avi could de(nitely be updated
)it doesn*t seem like the best image+' The account could add
background pattern picture as well' There is very little call for
interaction with followers' ,ost posts are links to unrelated stories'
This is good for promoting a lifestyle# but can make tweets look
confusing and take away ' -ood about retweeting mentions' &o
promotions' A lot of links in tweets'
acebook .ikes! /#01$
&otes! 2eems that facebook page has a better following than twitter
page' 3ictures and posts get more likes on facebook than
favorites/retweets on twitter' .inking the twitter page from facebook
would be a good way to get more of a twitter following' The facebook
page is visually appealing and looks professional' 4eceives great
feedback from consumers' 3ictures haven*t been updated in a while'
2olid pictures but it might be helpful to use some of the photos from
the ginger beer photo shoot'
Competition
5667
Twitter ollowers! $8#999
&otes! Verifed Account, .ogo is avi picture# have a background
picture' They attach their logo to images and their images are
promotional' They reach out to partners# often tweeting at chipotle'
Their brand personality is re:ected in images ;verall the account looks
clean' They also tweet out games like <mi=ed mimosa skating 2unday>'
avorite tweets from fans'
acebook .ikes! $0%#%%"
&otes! Their page looks very similar to 2pindrifts' They use facebook to
interact with consumers- <womancrushmonday> <tagafriendwho>
campaigns that relate to the products' 3ictures and images are very
visually appealing'
2napple
Twitter ollowers! 1"#999
&otes! .ogo is avi picture# good background picture' Their twitter
description is! <,ade from the best stuf on earth'> They really sell the
<best stuf> concept' They 2napple runs promotions for winning t-
shirts' Their account embraces the summer vibe' They link tweets to
their youtube page' 5mages match 2napple colors' They are running a
<2ummer of 2napple> contest' The account looks very clean' All links
are related to 2napple products' There is very little interaction with
consumers besides promotions'
acebook .ikes! 8'? million
&otes! The page is very visually appealing' 4eally pushes the <real
facts> aspect of 2napple' 5t is also big on <best stuf> slogan' The
acebook page runs promotions on @ust like the twitter page does'
3olar
Twitter ollowers! $#//A
&otes! They retweet their customers often' B3olar2tTeam goes out into
the (eld and takes pictures with satis(ed customer' These pictures are
posted on twitter with the hashtag' .ike 2napple and 5667# they have
more followers than following' The page is supporting the C2 World
Dup run and they are running a World Dup promotion' They link tweets
to their facebook page# giving away cases and t-shirts' 3olar*s images
are well done and the page looks professional'
acebook .ikes! 1#999
&otes! They use the facebook page to promote their mascot# ;rson'
Their pro(le picture and cover photo are updated often' 3olar recently
changed their cover photo to promote their new half and half :avor
)grapefruit and lemon+' ,ost of their posts include pictures' They
promoted a polar giveaway' 3osts are updated regularly'
Website otes
- A lot of white space
- ;nly two images in slideshow
- <A fresh take on sodas> should be on there somewhere
- ,aybe put soda before seltEer
- 7nvironmentalism page could be reorganiEed F a lot of blank
space
- A lot of words- putting words into charts/tables or anything that
makes it look more interesting might be better'
- <What*s new> sections is confusing- maybe @ust have link to
facebook
- ,aybe move social media toolbar up to the top of the page )is
there an instagram account yet?+ Dould also put a sidebar with
our tweets on the website
- &othing draws attention to site- a blog attached to the site would
be a great way to increase traGc
5EEe
- Website is more visually appealing
- Very !nteracti"e
- Hlog seems efective
- 3hoto submission contest
- 7asy to navigate# very little white space
- <riends of 5EEe>- community work
- 5EEe Iuestions and answers page- good way of presenting
information
2napple
- Website really sticks out# colorful
- High Iuality images
- <3romotions> page- interactive
- 7mphasis on facts# makes it interesting for visitors
- History page
- 3roducts page is organiEed# images are top notch
3olar
- irst impression is that the website looks very well done'
- 5ncludes a #recipes$ section for mi=ing drinks# something
consumers would (nd interesting' History section is similar to
2pindrifts'
- &ews section shows articles and stories that mention 3olar'
- ;verall very solid website'
!dea Brainstorm
- Donsumer interaction needs to be increased
- Twitter page could be cleaned up
- 2hould upload more of our images on twitter
- ,ore brand awareness# logos
- 3lay of of <a fresh take on sodas>
- eed %romotions
- Bspindriftsummer- photo contest- people take photos to submit
for priEes' -ives us a lot of pictures and hopefully reach
- Hlog- creating a blog would be a better way to represent our
<whats news> page on the website' We could post articles here
instead of on the whats new' A blog would be a great way to get
our point of view across to consumers' .inks are often tweeted#
might be better if they*re blogged# would clean up the twitter
account'
- Hlog writing contest for chance to be on the cite# win a shirt
- 2pindrift art- similar to 5667
- -etting twitter account veri(ed may be something to look into# it
would look much better/more professional
- 5dentify brand personality- twitter should be the best way to
e=press this
- Tweet more images and charts- -5&-74 H774 promotions and
pictures would be a great way to start this'
- ,ore tweets that fans will respond to- e=' what>s your favorite?
What do you like most about 2pindrift? etc' 4etweet and reply for
a chance to win some sort of priEe# would hopefully increase
e=posure to the twitter account
- ,ore reaching out to Whole foods# boloco# (nagle
- 4eaching out to in:uencer accounts# such as whole foods and
bevnet would be huge' 2tarting conversations with them can
bring their followers to our page'
- To (nd important accounts to follow )in:uencer accounts+ we can
try importing contacts from email on twitter'
- Website needs to be reorganiEed
- <3ress> .ink on website may be efective
- 3romotional idea to increase twitter followers! run some sort of
promotion through facebook that will get people to follow us on
twitter' <ollow on us twitter and retweetJ' or a chance to
winJ''>
Blo&' A blog could be a good way to share stories and articles that are
consistent with the lifestyle that we promote on twitter' We could
forward people on twitter and facebook to our blog' This way# we could
get rid of tweets that are unrelated to 2pindrit' 5 think it is important to
support a lifestyle and culture in your brand# but 5 think a blog might
be a better way to do this rather than through tweets' Tweets often
look crammed with links and headlines not related to 2pindrift' 5f we
were to attach a blog to the website we could get people to read these
articles on our blog and in doing so also get them to our website' We
could also make the blog interactive# allowing comsumers to submit
posts' Winning posts will be posted on the blog and the winners will
receive a priEe )t-shirt# vest# etc+'
(spindriftsummer' 5 think it would be cool to run a promotion where
we encourage people to take pictures with their bottles' 5 had seen that
a few competitors do similar things' 5 remember Daitlin telling me that
she was taking bottles with her on her vacation to take pictures and 5
thought that it would be cool if we encouraged our customers to do the
same' ,y thought was that they could take pictures of their bottles
with the hashtag Bspindriftsummer and submit them on twitter and
instagram' Hecause 2pindrift attracts an outdoorsy crowd# it would be
interesting to see what we get from our consumers and 5 think that
their pictures would de(nitely support our brand identity' We can award
the best pictures with some sort of priEe# whether it is a t-shirt or vest
or a case of their favorite bottle' There could also be the incentive to
get the picture on our website/potential blog/facebook and twitter
pages' 5 think that the twitter page would become much more lively
with more pictures submitted by consumers' 5 also think that it would
be interestong to take all of these pictures and make some sort of
collage out of them' The twitter and facebook pro(le and avi pictures
are rarely updated so 5 thought it could be nice to change things up
with a collage picture and in doing so we would be letting our
customers know that we appreciate their support'
)ecipes' ;ne thing that 5 saw that 3olar did that 5 thought was great
was that they had a <recipes> section on their website' This is
something that we may want to look into copying' A lot of people that 5
talk to about 2pindrift ask how it mi=es with alcohol' Having recipes on
the website would be a great way to get consumers to visit# as they get
something out of visiting the website'
Meals' Along with recipes# 5 think it would be bene(cial to attract the
<foodies> that like our product because of its e=ceptional ingredients
by listing meals that complement each soda/seltEer' We could have this
as a tab on the website' 5t would also be a way to get our accounts
involved' We could potentially list meals from our accounts that would
go well with a particular drink and post pictures of these meals'
Hopefully# pictures and recommended meals would draw people to visit
the accounts or keep us in the back of their mind when they do happen
to stop by these accounts' 5 think it would also be a great way to
increase relationships with our accounts# as they would probably
greatly appreciate any free advertising that they can get' ,aybe we
can run a promotion with our accounts and cut a deal with them so
that they will ofer discounts for 2pindrift 2ponsored meals'
Spindrift Art )thinking of better title+- This is kind of similar to the
Bspindriftsummer idea' 5 thought of this after seeing that 5EEe had
done something similar and after seeing a video that Dava -rill made
with our bottles )retweeted on our twitter account+' 5 think it would be
fun to try to get our followers to submit a create pro@ect involving
2pindrift' This could be a video )like Dava -rill*s+# a painting or drawing#
a pro@ect using the bottle# etc' 5t could really be anything and 5 think it
would be fun to see what we get for submissions' Along with the
Bspindriftsummer campaign# 5 think that this is one that would be
create for our target consumers' ;nce again we could ofer
promotional priEes' 5f we decided to create a blog this might be a good
pro@ect to launch that efort' 5 think people would really get behind this
because it would be fun and the incentive )priEes+ would be there'
%ri*es' As 5*ve mentioned 5 think reasonable priEes for promotional
contests could be any sort of apparel or free product' 5 also think it
might be a good idea to give out gift certi(cates to the account*s that
we are located in' 5f we were to buy gift certi(cates for these accounts
and give them out as priEes# then maybe our accounts could draw
attention to these contests on twitter and help promote them'