social media team activity mk 221

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Emerson College *

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601

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Marketing

Date

Feb 20, 2024

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pdf

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Uploaded by EarlMask8544

Yash, Yoshiko, Salwa, Lucie, Mary a) When is the peak demand for their product category? Very popular in Wyoming recently For its all time popularity, Massachusetts has been the most popular for Peloton. For Peloton, the peak popularity in the last 30 days was October 17th, with a score of 100 on the interest scale. How often is the term being searched? What inferences can you draw from the data? Look at different time periods? Please explore the most recent time. Please include evidence screenshots to substantiate your recommendation. Peloton has been the most popular brand over the past five years. However, its search volume has declined in recent months. The other three brands have also experienced a decline in search volume, but not as steep as Peloton.

In the past 90 days, Bowflex has been the most popular brand, followed by NordicTrack, ProForm, and Peloton. This suggests that consumers are becoming more interested in brands that offer a wider range of fitness equipment, such as Bowflex and NordicTrack. Based on the Google Trends data: ● Peloton is the most popular fitness brand overall, but its search volume has declined in recent months. ● Bowflex and NordicTrack are becoming more popular, suggesting that consumers are interested in brands that offer a wider range of fitness equipment. ● ProForm is the least popular of the four brands, but it still has a significant search volume. (b) If your brand is a national brand, please share national data to show the trend across states. What is the interest level in different states? - Vermont - 100% - New Hampshire - 100% - Delaware - 62% - Hawaii - 52% - Montana - 37% - New Jersey - 13% - Florida - 7% - Oregon - 4%

(c) Share the popular term/s people are using to search for the brand or products in the category? In what ways can your brand capitalize on these terms to strengthen its brand/marketing? - Peloton Bike + Indoor Exercise Bike - Bicycle Pedal - Equipment - Running - Peloton alternative - Peloton safety - Peloton reviews (d) Compare the search for your brand to at least 3 different brands in the category? Describe how you used the data to make recommendations for your brand? We compared some of Pelaton’s competitors: Bowflex, and NordicTrack This graph is from 2004-Present, comparing Peloton, Bowflex, NordicTrack, and ProForm in the US.

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Insight: During the height of Covid, Peloton searches and impressions sky rockets compared to the other brands. This makes sense with the research we have found thus far about Peloton’s success. However, you can see a dramatic decline around the end of 2021. This graph is from the past 12 months comparing Peloton, Bowflex, NordicTrack, and ProForm in the US. Insight: Both Bowflex and NordicTrack have surpassed Peloton again in teh past 12 months. I wonder if Peloton did anything differently around the end of 2021/ beginning of 2022, that could explain this.

This graph is from the past 30 days comparing Peloton, Bowflex, NordicTrack, and ProForm in the US. Insight: Peloton has significantly less searches and impressions, many of the days they were at “0”. Comparing all these graphs, we can see that Peloton has fallen behind in terms of popularity. Using this data, we would recommend campaigns/ads that would get people to talk about the Peloton more, spur them into interest. Format/structure of your report The earned media will be a subsection in your final team project and should not be too long. Your report should include the following: (a) Introductory paragraph that provides an overview of your social listening, including the significance of social listening, summary of how it was performed, key findings, and the implications of your findings. or how your findings could be used by your brand.

Social listening is significant because it allows businesses to understand what people are saying about them online. This information can be used to improve products and services, make better business decisions, and manage crises. The Google Trends data shows that Peloton is a very popular brand. However, the data also shows that there is some negative sentiment around the brand, with people searching for "peloton alternative," "peloton safety," and "peloton reviews." Peloton should continue to focus on providing high-quality products and services, and on addressing customer concerns. Peloton should also use social media to build relationships with customers and create a sense of community. Findings have shown that its search volume has decreased in recent months, from a peak of 95 in January 2021 to 1.2 million in October 2023. Social listening analysis shows that customers are generally satisfied with Peloton's products and services, but there are some areas where the company can improve. Specifically, customers appreciate the high quality of Peloton's products, the convenience of working out at home, and the motivation they get from

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the Peloton community. However, some customers have expressed concerns about the price of Peloton's products, the difficulty of setting them up, and the lack of customer support. Additionally, there have been some recent safety issues with Peloton's treadmills. Peloton can use the findings of social listening analysis to improve its products and services, as well as its customer experience. For example, Pelaton could address customer concerns about pricing and setup, and it could improve its customer support. Additionally, Peloton should take steps to address the safety concerns about its treadmills. To reverse the decline in search volume, Peloton needs to invest in marketing and advertising, expand its product offerings, introduce new subscription plans, improve its customer service, and address safety concerns. By taking these steps, Peloton can continue to grow its business and remain a leader in the fitness industry. (b) Your ideas could be written in short sentences or paragraphs. Please include screenshots to substantiate your finding. (c) Please include a concluding paragraph highlighting or summarizing the implications of your report/findings. (d) Based upon your findings, you may include recommendations to strengthen your brand’s mention on social networks.

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