Personal biometrics is a hot sector right now with big business and startups alike rushing to deliver sensors, software and health coaching. One of the most widely covered stories was the launch of the Zeo Personal Sleep Coach. We wondered, was Zeo using social media effectively to market their unique product? If so, what results have they seen?
Meet the Zeo Personal Sleep Coach , a little bedside device that can track your sleep and help you learn how to do it better. Here’s how it works. You wear the Zeo headband each night, and it senses electrical signals produced by your brain during sleep, and records them. The Bedside Display, that thing that looks like an alarm clock, records the signals so you can see a graph of your sleep patterns. It also calculates your sleep score - called your ZQ.
Using the ListenLogic platform, we monitored 180 million websites and looked at who’s talking about Zeo and what they’re saying. Generally speaking, the sentiment is very good, showing much more positive buzz than negative. Over one month in early 2010, we saw almost 40% of comments showing positive sentiment, with less than 5% on the negative side. The other half of comments gathered didn’t contain a positive or negative slant, and were rated neutral.
Further analysis showed that the positive sentiment is primarily related to the ‘coolness’ of the concept and to what the users hope it can do for them. The negative is focused around a recognized weakness of the technology in that it cannot accurately detect brief awakenings during sleep.
In terms of specific topics, the concept of human instrumentation is getting a lot of discussion, and the bulk of the conversation by users comes from early adopters who admit that they’re suckers for new technology.
Another subject that came up frequently was Zeo competitor, WakeMate . These comments were generally favorable for WakeMate (which is not yet available) noting that it’s far cheaper-around $50 as compared to $249 for Zeo, and WakeMate has an iPhone synch capability.
Of most interest to health marketers, Zeo is clearly social media savvy and has a strong online presence. Zeo is tweeting (@zeo), and has a blog, a Facebook page , and a YouTube channel .
And Zeo isn’t just doing one-way broadcasts, they are listening and responding to what they hear. In addition to responding to individual tweets, they’re also doing online outreach to consumers with questions or concerns about the product or its performance. Here is a comment from a blogger who was contacted by Zeo. He had returned the Zeo, but was pleased with the response from the company.
And here is a post from Zeo, which offers information in response to a consumer question:
Zeo also did a Twitter promo. Tweeters were asked to post a tweet that includes 3 things - an answer to the question “what helps you sleep at night,” a link to the Zeo webpage, and the hashtag #ZQ - for a chance to win a Zeo or a vacation. Like many things that offer a chance to get something for free, it generated buzz.
Unfortunately the level of conversation didn’t last past the end of the promo. Overall mentions of Zeo dropped sharply starting on January 16, 2010 - the day after the promo ended.
Zeo is clearly using a strong social media strategy to market its product, and is getting a positive result with consumers for its efforts. Judging by some of the chatter, it also seems like the company and the consumers are learning from each other. We hope the conversation will help people sleep better as much as it will help Zeo improve their product.