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Jul 23, 2023 •147 likes •432 views

Social Media Audit and Conversation Analysis By: Cassie Serra, Haley Dowell, Jasmine Arant and Kiarash Jalali Gatorade was created to help replenish the carbohydrates and electrolytes athletes lost while performing physical activities In

  1. Social Media Audit and Conversation Analysis By: Cassie Serra, Haley Dowell, Jasmine Arant and Kiarash Jalali

  2. Gatorade was created to help replenish the carbohydrates and electrolytes athletes lost while performing physical activities In 1985, the Gatorade Sports Science Institute was founded to conduct research on the effects of exercise on the human body Today, they continue to find innovative ways to help athletes improve performance by providing proper hydration and nutrition

  3. Gatorade is #1 in the sports drink market Owned by PepsiCo and generates more than 1 billion dollars annually ● Owns 69.5 % of the sports drink market ● A global brand sold in over 80 countries ● Consistently ranks in the top ten of the U.S. Liquid Refreshment Beverage ● Established as the official sports drink of the National Basketball Association ●

  4. What challenges is Gatorade facing? Gatorade’s growth is slowing down ● Change in consumer attitude ● towards sports drinks Impacted by increased competition ● from the ready-to-drink tea and energy drink markets Sponsored athlete popularity vs. ● product popularity

  5. Method Timeline Coding Competitors Platforms

  6. Coding and Timeline ● Manual Coding ● Seven Weeks ● Hashtracker ● April 4th, 2016 - May ● #powerthrough 23rd, 2016 #winfromwithin

  7. vkizoulis Powerade vitaminwater ● #1 sports drink competitor ● Sports drink ● Similarities between product ● Healthier alternative ● Similar social media ● Similar benefits and effects strategies?

  8. Platforms

  9. Brand Consistency: ● Logo ● Content ● Focus on Gatorade Frost “Powering the next breakthrough in athletic performance. Your game is our lab. #winfromwithin”

  10. Channel Frequency: Facebook, Twitter & Instagram ● Twitter-176 posts ● Instagram-14 posts Facebook-10 posts Motivational voice consistently ●

  11. Facebook: Largest Platform - 7.3 million likes ● Video Spots ● 1 post per 3 days, avg. of 8,237 likes ● Popular athletes ●

  12. Twitter Most active platform, over 336 thousand followers ● Ranked 4,809 in the world ● Tweets 6 times per day, gains 26 new followers a day ● #DearPeyton day ●

  13. Instagram Newest platform: 794,000 followers ● 1 post per 2 days, 8,000 likes per post ● Content consistent with Facebook & Twitter ●

  14. Competitors Powerade vitaminwater ● Introduced in 1988 ● Founded in 1996 ● Coca-Cola purchased the ● Purchased by Coca-Cola in organization for 4.2 billion 2007 for 4.1 billion dollars dollars in 2007. ● Lebron James is a major ● 50-Cent owns 10 percent of endorser company

  15. Competitive Advantage

  16. Powerade commercial

  17. Power of Athletes and Celebrities Vitaminwater sponsors celebrities ● as well as athletes. Powerade specifically targets ● athletes.

  18. vitaminwater ad

  19. Sentiment Analysis Facebook Instagram Twitter

  20. Positive Visitor Interactions on Facebook Gatorade Powerade Vitaminwater 7,301,024 Likes 4,824,016 Likes 3,910,215 Likes 88% Positive 70% Positive 77% Positive

  21. Instagram Followers Gatorade Powerade vitaminwater 792,000 41,500 15,600 Followers Followers Followers

  22. Gatorade Powerade Vitaminwater 336,100 152,100 125,800 Followers Followers Followers

  23. We concluded Gatorade successfully uses social media to market its brand and to differentiate itself from the competition

  24. Engage with positive replies and comments

  25. Continue using unique and creative hashtags The hashtags Gatorade uses are creative, original and promote the overall mission of Gatorade in just a few short words

  26. Utilize Lionel Messi sponsored 85,065,650 Facebook athletes social Likes media following Dwayne Wade 11,280,382 Facebook Likes 5.41 million Twitter followers Usain Bolt 17,193,977 Facebook Likes 3.97 million Twitter followers 2.6 million Instagram followers

  27. Increase cross promotion and use social media more often

  28. Thank you! Any questions?

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