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

With Twitter

Share of Voice-Popularity by MediaPopularity by Media

Popularity by Media