Social media monitoring project part 2

                                             

Project One Summary:

  Last week, I introduced the red bull stratos this campaign, which caused huge traffic on social media. They use different social media platforms to launch campaign, which is so successful. This week, I will compare it with another energy drink company named Mountain Dew and analyze it.

Social mention

    We can see the social mention, the strength is the same, which means they are all popular on social media. The sentiment of Mountain dew is much higher than red bull, which translates to so many positive comments about mountain dew. The passion is almost the same, but the reach of mountain dew is also higher than red bull.

(Mountain Dew)

(Red Bull)

Google Trends

(Red bull & mountain dew)

(Red bull stratos)

Mountain dew ice Vs. Doritos Blaze promoted two new snacks: Mountain Dew Ice and Doritos Blaze. Similar to the Puppy Monkey Baby promotion, it was aired as a joint ad during the Super Bowl LII on February 4, 2018.

http://mountaindew.wikia.com/wiki/Mountain_Dew_Ice_Vs._Doritos_Blaze

This is the reason why during that period google tends is increasing rapidly. This campaign also influenced so many people with positive comments. But red bull stratos reaches to 100, mountain dew is also 85.

S.W.O.T. analysis

Strengths:

• Red bull is already famous in the world. They have high volume sales in the world.  They have lots of fans on social media platform. 
• They extend their business. They have their own team to do extreme sports and own racing team. What's more, they have Communication Company to do propaganda. We can see on the twitter, they have accounts for red bull music, red bull racing and so on.

• They have good sports marketing.

Weaknesses:

• For their social media platform, even though they retweet audience posts, they lack communication with customers.  They should response to comments on social media platform, which can interact with customers.

    

• They are doing a great job on energy drink, but on soda drink industry, they need more market. And Coca cola is the best competitor in this field. 

• There don't have many people to comment on Facebook pages and twitter. I think they can create interesting hashtags and let more people to join their community, which can improve their brand reputation and attract more fans.   

Opportunities:

• Red bull is very popular in the US, if they can extend their market aboard, it will create great effect. For example, in China, the red bull product is so simple. They can extend it.
• Red bull also can extend their target audience; they also can focus on people who are working or studying. When they are tired from work or study, they should be encouraged to try red bull. 
• Based on the good mass base, red bull can research soda drink. This is also a potential market for red bull.

Threats:

• Health concerns of the public. Red bull has lots of sugar, which are not good for people's health. Therefore, it may cause harm for sales.
• Other energy drinks also do well in the market such as mountain dew and monster. 

Goal／Suggestion：

Goal:

• I think red bull should manage their social media platform, which is to let more customers to join their topic to speak out their opinion. 
• Resolve the health concerns problem. Probably red bull company can reduce the amount of sugar in the energy drink. 

Suggestions:

• Participate in and energize online communities of your brand enthusiasts(P134). I think red bull can create topic in order to let more people to discuss and improve their enthusiast for your brand. Also, customer can bring new idea for your company. 
• Company should learn how to embracing customers(P68). Company can listen to the customers and use their help to design the product, which can promote the interaction between the customers and company.