Social Media Monitoring Project Part #2 ENERGY DRINKS SURFING ON SOCIAL MEDIA
ENERGY DRINKS SURFING ON SOCIAL MEDIA
Hello, My communicators lens. The las week we talked about Red Bull, Monster, Rockstar energy drinks and their social media monitoring project part 1. Today we are going to discuss and find out the second part which addresses: goals, and including recommendations based on the groundswell book. Let's star this asking you something:how does monster energy uses social media Marketing? Find out what platforms they use and how they engage with their customers.
In a nutshell, we found out in the last week that Red Bull is at an interesting point in its history. After breaking records in the world of marketing with its campaign "Red Bull Stratos” and being the most recognized energy drink in every country in this earth thanks to its insistent brand image over the years, Red Bull begins to fall in sales and cease to be the absolute leader in the product category.
Red Bull is not selling a lot of cans. They may be selling content: movies or events, but do not sell the cans as they were selling before, and we can see it in the graphics as global data or statista.com demonstrated. Its sales have decreased compared to the previous years, and it is not the red bull that has the most market share now, if not the green claw.
Yes, they have. we have looked growing a Monster: the green craw of Monster energy drink has been growing not only in sales but also in their community on social media. Social mention shows us in its result how the green claw has a higher range in its strength, passion, and reach. See below in figure 1 and 2.
 |
| Figure 1 |
 |
| Figure 2 |
*In the first square starting from your left (social mention monitoring from the last month)
* The second square next to the first one at your right ( social mention monitoring from the last week).
* Third square below the first square (social mention monitoring from the last hour).
* Finally the fourth square below the second one at your right (social mention monitoring from the las hour).
Social mention in this report showed me that Monster has a higher range in three of its four social mentions. At least in the most important ones:
Strength which means that your bran is being discussed on social media and their comments are positive.
Passion is a measure of the likelihood that individuals talking so repeatedly about your brand.
Reach the range of influence.
 |
| 26.438.215 fallowers. |
I went through its social media pages and checked their management and, all that I found was that they have two Facebook account: one is their official page and the second one is their music page, they also have an Official twitter, Instagram, snapchat account and reddit link in its official web page. Monster energy drink also wrote as a description of its company in Facebook something that made me realize how they use social media and how they do their marketing:
“Most companies spend their money on ad agencies, TV commercials, radio spots, and billboards to tell you how good their products are. At Monster, we choose none of the above. Instead, we support the scene, our bands, our athletes and our fans. We back athletes so they can make a career out of their passion. We promote concert tours, so our favorite bands can visit your home town. We celebrate with our fans and riders by throwing parties and making the coolest events we can think of a reality."
Everything that we needed to know about Monster's social media we measured in all the social media monitoring apps, so that I got conclusion and recommendations based on groundswell book:
1) Monster is not listening the groundswell.
2)They are not supporting the groundswell to help each others.
3) They are not embracing the groundswell.
They need to improve this.
As in the chapter 4 - strategies for tapping the groundswell there are four-step planing process, starting with these questions: What are my customers ready for? and then what are my objectives? that monster
 |
| 3.24 M |
should make before to build its groundswell strategy. The post method is the foundation of groundswell thinking a systematic framework for assembling Monster's plan.
THE POST METHOD
* For people : What do the customers want from its service, energy drink?
* Objectives : Should we talk with the customers or keep going with the sponsoring athletes?
* Strategy: How do we have a relationship with our real consumer, that student, co-worker, home wife, etc?
*Technology: What application should we build?
Monster just for now is doing well in its sales. But long short story its going to need figuring something else than its sponsoring extreme sports and, all of we know that the key is the groundswell, so that if they want to survive surfing in the social media waves they should start training how to listen, talk, energize, support and embrace the groundswell.
Comments
Post a Comment