Social Media Presence of Red Bull - Case Study Example

Analysis the Social Media Presence of Red Bull Section 1: Surveillance Red Bull Gmbh is an Austrian company created in 1987 and deals with the sale of energy drinks by the name Red Bull. Red Bull is the most popular drink so far having sold over 5.2 billion cans having been sold in 2012. It was found by an entrepreneur known as Dietrich Mateschitz who got inspired by another energy drink in Thailand called Krating Daeng. He took the idea and modified the ingredients so that they could suit the westerners. Red Bulls slogan is Red Bull gives you wings and it is mainly marketed through advertising, events, sports team ownership, and music through its record label. In terms of its online engagement, Red Bull is building a program that can be used to deliver new levels of insights around the already relevant trends and actionable strategies through the translation of very large volumes and varieties of digital audience data. Mainly these insights will be used to direct major innovative initiatives and in making some major decisions that are related to its business areas. These other areas include mainly athlete sponsorship, video and film products, events and marketing solutions among others. Red Bull currently dominates the major top brand charts. It has over 40% market share despite there being so many competitors. Red Bull major strengths are that it has market leadership as it leads the in market share in the world. Red Bull also has many market efforts such as promotions and some well-targeted campaigns and sponsorships. An example is the formula 1, which helps to expand the brand thus increasing the consumer brand awareness. However, it is faced with some weaknesses such as lack of innovation as there a lot of competitors in the market who have new and creative ideas thus leaving Red Bull behind. The company is also over reliant on one branded product, which is not entirely good for business. Section 2: "Home Base” Red Bull does not just have a blog tab on their website but their whole website is content filled. Red Bull has really found a strategy to drive up their sales and engage their customers. They tweet over 200 times in a single day. They have also aligned their product with extreme sports and action. They are good at creating content that is interesting and engages consumers for minutes and even hours. Red Bull has over 1.2 twitter followers and over 40 million Facebook brand likes. These numbers have been effective in driving the sales volumes of Red Bull high. Red Bull has a great content strategy as they have their very own Red Bull Media House. They operate a TV station, publish a reknowned magazine, make documentaries, movies and music and are involved in running a very thorough digital strategy. These strategies are highly paying off for Red Bull as its market share is on the rise because of its content strategy on social media (Boies). Section 3: Outposts Red Bull is making high profits by engaging many people on the social media. Nowadays social media has become a major player in the marketing of brands (Qualman 5). Facebook, twitter and you tube combined have the most followers in the world today and Red Bull has been on the forefront to grab the rare opportunity to market its brand. In the case of you tube Red Bull created a small video clip showing a man jumping from the space while taking Red Bull. Social media has been effective on driving significant traffic to the Red Bull’s website. It has also build credibility through the social validation and the management of the Red Bull’s brand online. Social media has helped Red Bull accomplish many goals as it has helped it to create awareness of the Red Bull brand. Red Bull has also been able to build trust and engage its customers effectively. The company has also been able to generate high quality leads. This kind of strategy has really helped them increase on their sales. Red Bull deal with inspirational content in the social media and they pay for their advertising campaign across a specific broadcast. They also use digital channels to reach a targeted audience. Red Bull creates sports and culture content that reaches a coveted audience and is attractive to media partners and advertisers. This leveraging has helped Red Bull reach the right clientele because a majority of people in the world today uses the social media. Red Bull has been able to humanize its brand in a way that it connects with the customers emotionally. This has been possible because it has earned a reputation of being authentic and having truthfulness in the way they have actively and consistent with their words, action and priorities (Smith). However, this has not happened overnight, as it has been continuous action, vision and voice. Section 4: Community The social media efforts of the Red Bull brand is effectively ran by the Red Bull Media House. It incorporates and integrates the social media marketing in every aspect of each project that they take. These projects include the technical integration on digital properties dealing with content strategy for the social channels. It is very experienced at creating successful, innovative social and media strategies. Red Bull Media House has over 35 million followers across all of its social media channels making it an all-inclusive and flexible media company. It also manages the social strategy structures for other projects like films, TV programs and print media. Rather than hiring an agency to deal with their social media efforts, Red Bull has created one within the company, which has rewarded them effectively in terms of saving cost on hiring. Red Bull does not have a community manager for its social media efforts. Its major aspects are that you will never see any of them talking about the drink itself .There are however, occasional product shots that come along with the remarkable slogan RED BULL GIVE’S YOU WINGS. There are also pictures of people doing some great things in some extreme manner. Section 5: Mobile", or How Well the Brand Has Addressed the Challenge of the Post-PC Era With over 5,000 videos and around 50,000 photos, Red Bull Media house has become more like a media house. By creating this company, Red Bull has been able to deal with the challenges of post-PC era. This is mainly because the digital content has mainly become the fuel that drives the audiences, engagement and lastly creating the revenue opportunities. Red Bull has been able to create some deep, value adding experiences. This means coming up with ideas that are technologically perceptive and that are very appealing to the social media audience. It has leveraged on social listening and has turned social media noise into insights in developing the content strategy that the young people relate with (Kumar and Jan-Benedict 78). Red Bull realizes that no one will go to a website and spend around 45 minutes while watching a video about a drink. It has turned this to play in their own favor by aligning the drink with extreme sports and action. With the knowledge that computers are part of everyone in the world, Red Bull has taken care of the challenges of post-PC era by creating its own media house. Section 6: Recommendations Red Bull can effectively use the social media to their advantage. This is through engaging people more through their social media pages. The pages help the company to produce targeted status updates, it will also display the slide presentation more clearly and customers will relate more with the product. The page also creates an audience of followers who use the product. The company can also join groups that their customers have joined. Through the sharing of content that adds value will also be of very much help to the company in increasing the market share (Hinchcliffe and Peter 46). The company should share all forms of interesting content that benefit people in the industry. The company can also set its own group that will develop relationships through interactions. This can be more effective through the use of an on line manager who will be a person people can relate to as he or she markets the products. The company can also use the social media to ask for suggestions on how to improve their product because the customer is always right. Work Cited Boies Jason. How Red Bull Stratos Successfully Soared Across Social Media. Salesforce.com, inc., 2012. Web. http://blogs.salesforce.com/company/2012/10/how-red-bull-stratos-successfully-soared-across-social-media.html. Hinchcliffe, Dion, and Peter Kim. Social Business by Design: Transformative Social Media Strategies for the Connected Company. , 2012. Print. Kumar, Nirmalya, and Jan-Benedict E. M. Steenkamp. Private Label Strategy: How to Meet the Store Brand Challenge. Boston, MA: Harvard Business School Press, 2006. Print. Qualman, Erik. Socialnomics: How Social Media Transforms the Way We Live and Do Business. Hoboken, N.J: Wiley, 2013. Print. Smith Brad. Why Red Bull Uses Social Media to Get New Customers (Instead of Only Advertising). Social Media Today LLC, 2012. Web. http://socialmediatoday.com/fixcourse/492753/why-red-bull-uses-social-media-get-new-customers-instead-only-advertising Read More