Diet Programs’ Social Engagement Analytics

Illustration

Forward

• This short presentation is taken from the company facebook pages of leading diet

programs. It is a relative simple analysis.

• If you are one of those who think social media analysis has not quite lived up to it’s

hype, you particularly need to read this review.

• If you are one who has not yet found “relevance” in social data that can address real

issues in your business, this review is going to help change your mind.

• Bottom-Line Analytics has developed a process for making social data come alive in

a very unique way. We have now done analyses for 30 well-known brands and our

SEI metric has performed such that we can actually link these metrics directly to retail

sales.

• What we have been able to do is also to develop an understanding of what is really

important to customers in your market. Because we can link these factors to sales

and revenue, we can claim these as key motivations to buy

• All good analytics must start with telling a story. Although the data here is a little

dated, it will tell a story about some interesting dynamics concerning the diet-program

market.

2

Share of Comment Buzz• Weight Watchers dominated in terms of the volume of

customer Facebook commentaries in 2013

Source: Facebook Company Walls, 2013

Critical Customer Experience Ratings

• Customer engagement with the program/process and weight-loss results are the two most important aspects of the customer-experience across all companies

Source: Facebook Company Walls, 2013

Index of Key Branded Customer Experiences

• The table below illustrates consumer engagement towards some branded customer experiences. Above 100 indices are relative strengths. As shown, despite their low level of customer comments, customers are significantly more positive and engaged toward the Jenny Craig brand across the key customer-experience categories.

Source: Facebook Company Walls, 2013

Company

BRAND

IMAGE

GOOD

FOR

HEALTH

PROMOTES

GOOD

BODY

IMAGE

WEIGHT-

LOSS

RESULTS

PROGRA

M/PROCE

SS

SATISFAC

TION

FITS MY

LIFESTYLE

Atkins 65 83 44 79 74 76

Jenny Craig 140 120 142 121 122 113

MyFitnessPal 125 122 97 136 102 111

Nutrisystem 101 106 88 93 106 113

Slimfast 86 74 121 64 114 83

Weight Watchers 83 96 109 107 81 104

Mean 100 100 100 100 100 100

Branded Customer-Experience Positive Engagement

towards “Weight-Loss Results”

• On the this critical customer experience, Jenny Craig & My-Fitness-Pal shine most

Source: Facebook Company Walls, 2013