The Blaze is unlike any other product that Fitbit has released thus far. Not only is the technology more advanced, but the product itself holds a sleek new design, an attempt to shift the brand from fitness-centric to fashion forward. Fitbit’s latest wearable allows users to switch out their watch straps, enabling owners to adjust the tech wear to their personal style. Whether it be chic stainless steel or a classic leather band, there’s the Blaze’s marketing strategy intersects getting in shape and staying in style.
— Fitbit (@fitbit) January 28, 2016
While looking into consumer discussion regarding the product release, we see that since the end of 2015, 41% of social traffic is positive, and only 19% of sentiment is negative, where the majority of consumer conversations are discussing having just purchased the Blaze. The second largest body of conversation stems from crowdsourcing around the product, or comparing to other similar devices in the market, such as the Apple Watch.
While people are showing excitement across social regarding the product launch, are consumers talking about the fashion element of the Blaze?
When looking further into the discussion, it becomes clear that while customers are sharing articles about the new look, the majority of consumers are not expressing organic sentiment. Diving deeper into the dataset, it appears that consumers are not showing that that truly feel that the product is more stylish, or rather, they’re not saying so. Instead, consumers are only sharing articles that boast the product’s new style.
In fact, when looking at audience Affinities of those individuals discussing The Blaze, we can see that the demographic appeal seems to be only half of who the product is trying to attract. Surprisingly, Health, Weight Loss and Beauty are interests more aligned with general branded conversation, and not the Blaze. Inversely, the Blaze seems to attracts only tech-focused consumers, with interests in Apple, Video Games and Microsoft, leaving behind any fashion forward exercisers.
With social insights, brands like Fitbit can use social data to take an more advanced competitive angle. In doing so, brands can dive further into other brand’s market space. By looking into competitors such as Bellabeat, Fitbit can capitalize on their competition’s social presence, to further understand how, and why the Leaf product has been successful.
By listening to what consumers are interested in and actively talking about on social, brands like Fitbit can capitalize on untapped audiences, reaching out to consumers who are interested in both fashion and fitness.
Furthermore, with Crimson’s segment section, brands can learn more about large influencers across social. Bloggers, celebrities, and journalists all play a role in consumers everyday lives, and could be tapped into for future collaborative campaigning efforts. When looking at top authors, Fitbit can capitalize on future collaborations with prolific fashion and fitness users, such as opportunities with relevant authors like @thecrunchymommy.
In addition to top influencers, segments can provide brands with most shared multimedia, hashtags, and relevant sites. Due to the fact that consumers express interest in a multitude of areas across social, brands like Fitbit can use this data in moving their brand forward, and taking their strategic planning to the next level.
With social data, brands like Fitbit can not only track consumer enjoy about their competitions’ products, expanding their market base, but they can also keep an eye on their customer behavior trends to monitor major complaints. In doing so, Fitbit will show consumers that they’re not only listening to what consumers are unsatisfied with, but also care enough about them to make a change.
Hey @fitbit we need a trade in program, I want the blaze & I have the surge. I can’t throw it out. Help me out here! I can’t be the only one
— Isle Santiago (@ninjasantiago) January 24, 2016
Luckily for Fitbit, it’s never too late for brands and agencies to utilize social insights. Companies with access to Crimson’s 850 billion data library can monitor product launches, align campaigns with relevant influencers, and keep on top of customer responses in real time. Leveraging these insights to figure out how to make smarter brand decisions can keep Fitbit, healthy, stylish, and ahead of the competition. Although for the time being, while most of the traffic for the Blaze appears to be mostly news sharing, only time will tell how effective their product release will be.
Do you know the demographic profile of your top consumers? Use social data to find out.