Abbott: Social Media Strategy | Abbott EAS Sports Nutrition + Columbus College of Art & Design | 2017
Researching the competitive social media landscape and building a social media strategy
Generative Research | Persona Development | Competitive Analysis | Social Media Strategy | Recommendations
The Ask
Create a social media strategy guideline based on the current competitive landscape for four market segments divided under the products EAS Myoplex and EAS Advantedge. The deliverable should include recommendations on platforms as well as how to apply the findings to EAS.
The client had identified four target segments, and divided them under two product categories based on their fitness approach.
My role in the team was to do an in depth study of the bigger stronger market segment and understand the psycho graphics that lead to their social media habits.
The Approach
The research indicated that the market segments should be four separate categories instead of two because each segment has individual characteristics that dictate their social media habits. A deeper understanding of their characteristics would allow EAS to provide relevant content.
The competitive analysis showed that women were severely underrepresented on the competitor's social media. So, to attract and retain a significant portion of the market I built my persona around a woman. The bigger stronger market was also the most active on social media and used it to showcase their daily progress. Motivational content and competitions received the most engagement.
Strategy
The strategy included actionable recommendations based on the key characteristics identified in the persona. Ultimately, it would help attract and engage people like Fiona using the right platforms and relevant content.
Recommendations
Implementation
The Impact
This project was presented to 50 people including senior leadership. The human-centered approach set us apart from other colleges, and received very positive feedback. It also lead to a deeper understanding of the target segments, and opened the door to future collaborations.