Robotic Vacuum Cleaner on Social Media

Part
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Part
01

IRobot Corporation's Online Presence

iRobot Corporation has an online presence through its own website and major online channels such as Twitter, Facebook, Instagram, Linkedin, and Youtube. Per medium, the company focuses on its products' qualities such as specifications and time savings.

Online Channels

  • iRobot Corporation has an online presence through its own website and major online channels such as Twitter, Facebook, Instagram, Linkedin, and Youtube.
  • Here is the link to the company's Facebook page. iRobot has 1,490,879 followers on Facebook.
  • Here is the link to the company's Twitter profile. It has 36, 700 followers on Twitter.
  • Here is the link to the company's Instagram account. iRobot has 57,000 followers on its Instagram account.
  • Here is the link to the company's Linkedin account. The company has 43,790 followers on its Linkedin account.
  • Here is the link to the company's Youtube channel. iRobot has 20,100 subscribers on its Youtube channel.

Influencers

  • iRobot engages bloggers "to link to relevant editorial iRobot issues".
  • iRobot engages consumer, tech, and lifestyle media. It also engages general influencers and media.

Twitter

  • On Twitter, the company focuses on highlighting the advantages of using its products such as time savings.
  • Links to blogs about the company's products are also shared on Twitter.

Facebook

  • The company posts videos on the effortless use of its products.
  • On Facebook, the company posts its products' images and positive reviews.

Instagram

  • On Instagram, iRobot displays images of its products.
  • The company also shows how its robot vacuums work by posting videos of the products while in use.

Linkedin

  • The company posts videos about its engineers working on robots.
  • The company's Linkedin account also features posts about iRobot's employees and their stories.

Youtube

  • iRobot's Youtube channel features videos on the company's robots' specifications and how to use them.
  • There are also videos on how to take care of the company's robots.

Topics/Subjects

  • One of the topics the company posts about is the specification and qualities of its products by posting images and videos about the qualities and specifications of its products
  • The company posts about general robots. The company shares posts about the company's perspective on the intelligence of robots.
  • iRobot also posts about holidays. The company posts images of holidays such as Halloween.
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Part
02

Neato Robotics Online Presence

Neato Robotics has its online presence through the company's official website and major social sites such as Twitter, Facebook, Instagram, Linkedin, YouTube. The company uses these online channels as its main medium to communicate various subjects/topics.

Influencers

  • Neato Robotics engages with influencers from strategic consultancy firms such as Honchopr. Neato Robotics engages Honchopr for pre-launch briefings, key media and blogs.
  • The company also engages with technological influencers such as Florence ion. Florence ion displays various robotic vacuum products from Neato Robotics on its website along with the various prices.

Social Channels

Twitter

  • The company uses its twitter handle to display the various customer reviews showcasing its superior products compared to its competitors.
  • Neato Robotics uses its twitter account to display images of the various products such as the Neato D7 and Neato D6 etc.
  • Through its followers (10.9k), the company has a direct interaction with its customers and potential customers through the comments section.
  • The company uses its twitter handle to show how its products rank compared to other competitor products.
  • The company also uses its twitter handle to show its value proposition to its customers and potential customers. "im Neato. I know how to clean better than other robot vacuums."

Facebook

  • The company uses its Facebook platforms to act as a customer care center by receiving customer complaints and responding to them through chat sessions.
  • The company uses its Facebook platforms to explain how its vacuum robot products (D4, D6, D7) are assembled and how they work.
  • The Facebook channel is also used to display the various incentives the company has on its products, such as price discounts.

Instagram

  • On this platform, the company displays the images of the various range of products available.
  • The platform also shows how the robot vacuums work by posting pictures of the products while in use.

Linkedin

  • The company uses this platform to post videos labeling them as "vacuum wars." The videos show the superiority of the company's robotic vacuums as compared to other competitor products.
  • Linkedin is also used to display the images of the various products the company offers.

YouTube

  • On this platform, the company displays videos of how the vacuum robots are assembled, how they work, and product specs.
  • The channel is also used to show customer reviews about the company's vacuum robot products.

Overall Analysis

  • Neato Robotics uses its social channels differently though some channels are used similarly. For example, Linkedin, YouTube, and Twitter are all used to display the company's products in the form of images and videos. On the other hand, Facebook and Instagram are mainly used to display the product images. The common similarity in all the social channels is that they are all used to display the images of the company's products.

Topics/Subjects

  • On channels like Facebook and Twitter, the company posts mostly about competition. The company uses these social channels to display how its products are superior to other competitor products by showing the surveys and ranking reports from various media sources. On its twitter platform Neato Robotics thanks @cnet for putting its robots to the test and naming the company's D7 the best in its category.
  • Another topic discussed by the company is the handling of vacuum robots. Through its Linkedin, YouTube, and Instagram platforms, the company displays images and videos on how to handle the robots. This includes assembling, working, and maintenance of the robots.




Part
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Part
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Shark Cleaning Online Presence

Shark Cleaning uses YouTube to post videos on how its products can be assembled, used, and cleaned. Also, on its Instagram and Pinterest accounts, the company posts pictures of its products and the places they can be used. Shark usually engages home and lifestyle influencers. Below are the explicit details on this request.

Online Channels

Types of Influencers

How Each Social Channel is Being Used

Facebook

  • On Facebook, for each post Shark updates/posts, it tags one of its products and markets it to its followers.
  • Also, Shark is using this platform to answer any inquiries highlighted by its customers regarding its products and services.

Twitter

  • The company is using Twitter to conduct surveys about its products. In one post, it asks its consumers to fill a quick survey regarding the Shark Vacuum they use, and the lucky customer could be the next Shark Infomercial.
  • Shark also provides the sneak peek preview of its latest products before they released to the market on this platform. Additionally, it also uses it to answer inquiries pertaining to its products and services.

YouTube

  • On this platform, Shark uploads videos that show how to set up (assemble), clean, and use its products.
  • Additionally, it uses YouTube to sneak peek preview the products it's about to release to the market before the official release date.

Instagram

Pinterest

Overall Analysis

  • Shark Cleaning uses its social channels differently though some have similarities in terms of usage. For example, YouTube is just for videos highlighting how to use and maintain Shark's products, while Instagram and Pinterest are for pictures showing the company's products and places they can clean. In contrast, Facebook and Twitter are used for marketing the company's products since, on almost every post, Shark uploads/updates, it tags the product it wants to market.

Different Topics/Subjects Shark Talks/Posts About

  • On Shark's social channels, it majorly talks about the products it's about to launch and also the products it has already released to the market. The main aim of doing this is to market these products to consumers. This topic is deeply addressed on its Twitter and Facebook accounts. Also, it uses Instagram to market these products using just pictures without captions.
  • On a platform like YouTube, the company explains to its consumers on how its products can be assembled, used, and cleaned using short videos. Therefore, the primary topic Shark Cleaning addresses here is the management and conservation of its products
  • Using Pinterest, Shark's main topic is about cleaning ideas using its products. It provides these ideas using pictures.

Research Strategy

In order to find an overview of Shark Cleaning's online presence, the research team began its research by utilizing the company's official website, which provided the social media channels used by Shark. Next, the team went through each of the Shark's social media channel. From these channels, all the data and information needed to answerwas complied. However, to find information on the types of influencers the company is engaging, the team conducted a deep search in the public domain and was able to find relevant information on a Daily Record website. Here, the team discovered that Shark's products are primarily influenced by home, interior and lifestyle bloggers and influencers.




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Part
04

ECOVACS Online Presence

ECOVACS is engaging with social media, tech and retail influencers. They have an online presence on Facebook, Instagram, Twitter, YouTube and LinkedIn; where they mainly discuss their products, deals, convenience in cleaning and their performance. Their Instagram account appears to be more social and relaxed, their Twitter account emphasizes deals, YouTube and Facebook focus on product information while their LinkedIn account provides more depth about the company including its achievements.

ONLINE PRESENCE

  • ECOVACS specializes in smart home robotics and has a global footprint in more than 60 countries. The company has been providing innovative solutions for home and industrial purposes for more than 20 years and typically produces at least 20 new robots annually, since 2006.
  • ECOVACS has an online presence across several social media platforms including Facebook, LinkedIn, Twitter, YouTube and Instagram.
  • The company engages with Instagram influencers, retail influencers and gadget/tech influencers.
  • ECOVACS uses different tones and content across its social media channels. Facebook and YouTube focus mainly on product information, Twitter focuses on deals, Instagram focuses on displaying how it fits into the environment and LinkedIn focuses on more details pertaining to the company’s performance and reputation.

Influencers

  • In an effort to gain more audience and followers, ECOVACS acquired influencer marketing services from Lotus823. This was especially important for the launch of its product called DEEBOT N79W.
  • Lotus823 strategized ways for ECOVACS to gain high visibility especially with partner brands like Target, by identifying and leveraging niche influencers on social media.
  • Since the main audience of interest was Target consumers, Lotus823 made a partnership with Target Does It Again, which is an Instagram influencer.
  • This partnership led to an increase in the number of ECOVACS’ followers on Instagram by 910%, reaching 882,000 consumers and getting 27,000 engagements.
  • ECOVACS has also relied on retail influencers such as Dealerscope of CT Lab Global Media and gadget influencers such as The Gadgeteer, to provide best practices and reviews about their products to help with marketing and getting more customers.

Channels

Facebook

  • ECOVACS has a following of 506,997 people on its Facebook page and in the past 6 months it has been making posts about its products, especially the DEEBOT which can be used for both vacuuming and mopping. It also mentioned the WINBOT a few times.
  • The posts are mainly images and a few videos that highlight other topics such as hassle-free cleaning with mobile assistance, convenience, being able to have more time with family, history of robotic vacuum cleaners, the robot’s influence on babies meeting their milestones and deals for purchasing ECOVACS robotic vacuum cleaners.
  • ECOVACS uses Facebook to advertise and provide details about their products while also keeping their customers and consumers engaged.
  • They also use it to show their engagement with tech influencers such as The Gadgeteer and Kevin The Tech Ninja by making posts about their reviews with a link so that users can get more information.
  • While advertising its products, ECOVACS also uses the opportunity to acknowledge special days on the platform that might be meaningful to its audience such as World Cat Day and National Working Parents Day.

LinkedIn

  • ECOVACS has a following of 9,780 people on its LinkedIn page and in the past year, it has been making posts about its products including the DEEBOT and ATMBOT, American statistics about cleaning, accomplishments, convenience using #NothingMissed, market position, certification, employee activities/celebrations and where customers can purchase their products.
  • The posts were a mixture of videos and pictures, highlighting the various topics. Videos were mainly used when advertising the products.
  • ECOVACS uses LinkedIn to focus more on its accomplishments such as employee awards, company awards and being the only enterprise involved in a significant Thought Leadership Program.
  • The company also uses this platform to highlight its position as a market leader, the value of its brand, its commitment to compliance with regulations in acquiring requisite certifications and customer loyalty. These are meant to give consumers depth into the brand and what it stands for, the quality, value and its reputation.

Twitter

  • ECOVACS has 7,155 followers on its Twitter page and in the past year, it has made numerous posts about deals/sales relating to its products especially the DEEBOT, holiday greetings, purchasing their products as a gift, reviews about their products, and convenience cleaning in cold weather. The posts were a mixture of videos and pictures, highlighting the various topics.
  • ECOVACS uses Twitter to advertise and provide details about its products, especially the DEEBOT; while also keeping their customers and consumers engaged.
  • It also uses the opportunity to acknowledge special social days on the platform that might be meaningful to its audience such as International Coffee Day, National Hobby Day, National Beach Day and National Hiking Day.
  • The company has been using this platform to highlight places to purchase their products such as Costco and Amazon, and highlight the various deals that are available and upcoming.
  • ECOVACS also use Twitter to show their engagement with tech influencers such as Vacuum Wars and Kevin Nether (@TechNinjaSpeaks) by making posts about their reviews with a link available, so that users can get more information.

YouTube

  • ECOVACS has 5.46K subscribers on its YouTube channel and in the past year, it has made numerous videos about DEEBOT and a few about WINBOT. It has also posted videos about the ability to focus on preferred activities while the robot cleans, product maintenance and care, convenience in pairing smart home products to Google Home and Amazon Echo, ECOVACS’ new design, and the use of artificial intelligence in its products.
  • ECOVACS uses YouTube to advertise and provide details about its products, especially the DEEBOT; while also keeping their customers and consumers engaged with more information about the use of artificial intelligence.
  • It also uses the opportunity to share more about the company and its transparency by including interviews that provide additional details about their products.
  • Through the use of its videos consumers are able to relate to the use of the product because the scenarios used are routine examples. Videos older than a year provide details about setting up the device.


Instagram

  • ECOVACS has 10.4k followers on its Instagram page and in the past year, it has made numerous posts about its products especially the DEEBOT and the Winbot, having a clean home, fresh air, the versatility of DEEBOT being able to clean up after pets, giveaway and holiday greetings.
  • The posts were mainly images, highlighting the various topics.
  • ECOVACS uses Instagram to advertise DEEBOT and show how it can fit into the home and work while all other activities are taking place. It does not need much, if any supervision to work.
  • It also uses the opportunity to show how clean the surfaces are likely to be after the robot vacuum has done its job.
  • The company has been using this platform to highlight how the robot operates, how it scans the different areas in the rooms and its ability to maneuver various surfaces. This includes the Winbot which can also make auto selection in which path to take.

Research strategy

To provide an overview of ECOVACS' online presence, we consulted the company’s official website, each of its social media channels and we sought additional information about its influencers from influencer marketing reports, retail and gadget review sources.

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Part
05

ECOVACS Customer Engagement

ECOVACS engages with its audience using social media channels like Facebook, Twitter, and YouTube. It can dedicate time to interfacing with customers for product recommendations and improvements, and posts as many times as often to achieve this goal.

Customer Engagement Tactics

  • ECOVACS effectively engages its customers via social media channels like Facebook, Twitter, YouTube, and LinkedIn. It also has dedicated email support for its U.S. customers which is available seven days a week, from 9 AM — 9 PM eastern time.
  • It adopts social media channels in engaging its customers to convey new product launch, reel out awards won for their products, enlighten its customers on the best ways to use their products, and even inspire customers with motivational posts.
  • Making customer experience a priority by interfacing with them through social media channels like Facebook. Where customers can give recommendations that may assist in the company's product improvement as in the Deebot ozmo 950 product.
  • Creating useful content that appeals to the sensibilities of their customers is one-way ECOVACS engages its audience.
  • Personalizing customer communications through videos that relate to real-life experiences is also an efficient engagement tactic.
  • The above is great proof that ECOVACS is constantly interested in interfacing with its customers and takes such engagements seriously.

Online Channels

  • Facebook: ECOVACS employs the use of Facebook to reach its audience to convey information and keep them abreast of product updates.
  • It also uses this medium to relay season's greetings that can lift its audiences' spirits.
  • Twitter: Another channel that ECOVACS utilizes in reaching its customers is Twitter. The medium is used to communicate motivational posts to help with a new year's resolutions.

Tone of Engagement

  • The tone applied on their Facebook and the Twitter channel is friendly, accommodating and confident.
  • On its YouTube channel, its videos are entertaining and funny.

Frequency of Posts

  • On its Facebook channel, its most recent post was about just about two days ago, on the 8th of January, 2020.
  • The company posts quite frequently on its Facebook channels as it has six different posts in January 2020 alone.
  • The most recent posts on its YouTube channels were just a month ago which is in December 2019. ECOVACS keeps its YouTube posts limited to four times monthly based on the posts observed on the channel.
  • The most recent post on its Twitter channel takes the record for most frequent as its latest post was a little over an hour ago on the 10th of January, 2020.

Research Strategy

We established ECOVACS customer engagement tactics and the different ways by which the company reaches out to its audience via online channels. This was achieved by accessing the company's website to determine its social media channels. While there were no available resources in the public domain discussing the engagement tactics of ECOVACS with its customers, we had to get creative by approaching the company's website where we obtained the social media channels through which it engages its audience. On each of the channels highlighted, we extrapolated the engagement tactics by analyzing posts content and customer interface.


Part
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Part
06

Shark Cleaning Customer Engagement

Three online channels through which Shark Cleaning engages with their audience are the company's website, email, and social media channels. Shark Cleaning's social media posts have a positive to the negative sentiment ratio of 9:1.

Website and Email Update

Social Media Channels

Tone of Engagement

Frequency of Posts

Research Strategy

To find out the different channels through which Shark Cleaning engages with its audience, we analyzed the company's website and social media channels to obtain the details of their online content, tone, and frequency of posting. We reviewed its pages on each of the major social media channels (Twitter, Facebook, Instagram, YouTube, and LinkedIn), examining the company's posts within the past six months to derive the most up-to-date insights possible.
Part
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Part
07

Neato Robotics Customer Engagement

Neato Robotics engages customers through its company website, the product app and through social media platforms.

Website

  • Neato Robotics uses their company website as a tool for engagement. The company collects data through responses to surveys, questionnaires and similar data collection methods. The information collected by these means is then further used to provide personalized services as well as optimize customer experience.
  • The website allows customers to create accounts ‘My Neato Account.' Through their personalized accounts, customers are then provided with updates, service announcements, billing, and promotional information.
  • The website also has avenues for customers to contact customer support services as well as marketing and communication services.
  • The company website utilizes a professional and ambitious tone. The homepage describes the company’s product as ‘The Ultimate Cleaning Machine.’
  • Throughout the company’s website, the products are advertised in such a way that boasts high-end technology and innovation. The website also boasts the phrase ‘The D makes the difference’ which speaks to the unique ‘D’ shape of the company’s vacuum.
  • The level of engagement on the Neato Robotics website is dependent on the customer's level of engagement with the company’s services. For example, to receive service updates, billing, and promotional information, a website visitor must create an account on the company’s website.

App


Social Media


Research Strategy

The research team began by first conducting a general search for what were the customer engagement tactics of Neato Robotics. We found threads of information on the company’s policies. Information on how Neato Robotics used their website to engage customers was gathered by reading about the type of interaction that took place on the company’s website. The general search on the customer engagement tactics of Neato Robotics had also revealed that the company had an App designed which offered more benefits to its customers. The research team then conducted a search to identify benefits the app offered. From that search, we were able to identify methods of engagement through app usage. Lastly, we conducted a search of social media platforms that Neato Robotics were active on. It was revealed that the company was active on most platforms like, Instagram, Twitter, Facebook and YouTube.

To ascertain the tone used by the company on the different mediums, the research team conducted a general search to find out a description of the different tones used in advertising. The information found was used by the research team to assist with the identification of the different tones used on the 3 mediums being researched. The tones highlighted were: professional and ambitious; website, friendly and informative; product app, and friendly and humorous; social media platforms. The website was visited, and the phrases were highlighted in the body of the research that boasts its friendly and ambitious tone. The research team downloaded the product app and the information obtained was used to make an informed classification that the app utilized a friendly and informative tone. The company’s social media platforms, namely Instagram and twitter, were reviewed, and the information gathered supported that these platforms utilized a friendly and humorous tone.

Information on the frequency of the company’s engagement with customers on its website was obtained by reading the company’s privacy policy. Information on the company’s frequency of engagement with customers via the app was determined by the features offered by the app and the likeliness of app users to use these features. Information on the company’s frequency of engagement through social media platforms was determined by browsing through and recalling the frequency of their posts.

Part
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Part
08

IRobot Corporation Customer Engagement

iRobot's customer engagement strategies primarily seek to generate interest in their products by providing information to their online audiences, either in the form of direct advertisements, testimonials (often visual), or customer service information. In some cases, the company will playfully banter with users, although it still maintains a respectful tone during these interactions. The company posts most frequently on Twitter, slightly less often on Facebook and Instagram, and least often on YouTube and LinkedIn.

iRobot Customer Engagement Strategies

  • On iRobot's Twitter, Facebook, Instagram, and YouTube pages, it seeks to engage its audience in two main ways: primarily by sharing informative content, such as advertisements of its products and customer service information; and secondarily by engaging in lighthearted banter.
  • iRobot's most common mode of engagement on these four platforms is some form of information-sharing - principally advertising its products, but also offering advice and assistance to actual or prospective customers.
    • For example, a characteristic video on the company's YouTube page tells prospective customers that they can "forget about vacuuming for months" with a Roomba model that features automatic dirt disposal.
    • The company's Instagram posts frequently feature photos of tidy houses along with an iRobot product, often describing how the product can save its owner time while keeping the house clean.
    • Sometimes, the company will refer a user to its customer service team, particularly when the user expresses dissatisfaction with a product. For example, a Facebook user complained that her Roomba wouldn't charge, so iRobot referred her to the company's "Roomba experts."
    • On Twitter, the company frequently retweets posts that portray its products in a positive light, like this post in which a Twitter user is extolling the virtues of iRobot's coding robots.
    • Similarly, on Facebook the company often shares photos of customers using their products, like this photo of a family dog posing with a Roomba.
  • In some cases, the company engages in some lighthearted banter with other users, though these cases appear to be few and far between.
  • On the company's LinkedIn page, its method of engagement is one primarily focused on the work being done at the corporation, seeking to portray it as cutting-edge or otherwise interesting.

iRobot Online Tone and Post Frequency

  • iRobot's tone across its social media channels is courteous and respectful. Even when the company posts a rare comment playfully bantering with another user, it still maintains a respectful sheen, such as when it replied to a Facebook user that it was "so happy [her] robot is already lending [her] a helping hand."
  • The company posts most frequently on Twitter, with new posts or retweets nearly every day. Generally the company only posts or retweets once a day, with some exceptions.
  • On Facebook and Instagram, iRobot's posts are slightly more sporadic, with most coming several days apart from one another. Again, the company does not generally post twice in the same day.
  • On YouTube, the company's posts are even more sporadic, though some videos (e.g., the company's iRobot STEM series) are released in batches on the same day. Nonetheless, it is not uncommon to see several months elapse between posts.
  • On LinkedIn, the company's posts are similarly sporadic; it only posts a few times each month, and sometimes allows months to pass in between posts.
  • There does not appear to be a discernible pattern regarding when the company posts, either in terms of time of day or time of year.

Research Strategy

To provide the above insights regarding iRobot's customer engagement strategy, we reviewed its pages on each of the major social media channels (Twitter, Facebook, Instagram, YouTube, and LinkedIn), examining the company's posts within the past twelve months to glean the most up-to-date insights possible. We then synthesized our findings above.
Sources
Sources