Red Bull Social Media Analysis Viral Marketing

Question: Describe about the Red Bull Social Media Analysis: Viral Marketing? Answer: Introduction: This assignment analyses the social media presence of Red Bull. An energy drink was established in the year 1987 In Austria. Red Bull has maintained its highest position in selling energy drink within the world. Different products of Red Bull are Red Bull energy drinks, sugerfree drinks, drinks of zero calories, tropical fruit drink, blueberry drink, cherry drink etc. There are other products of Red Bull that is involved in Red Bull cola and Red Bull energy etc. Red Bull uses different digital marketing strategy for marketing different products. Strengths and weakness of Red Bull products: As discussed by (Botha and Reyneke), strengths of Red Bull are involved in its iconic brands, leadership within the industry, entertainment value. On the other hand, Weaknesses of Red Bull are involved in niche market segment and lack of innovation of products. However, marketing strategy of Red Bull is involved in avoiding different traditional techniques of marketing and advertisement. Red Bull has focused upon different cultural events and social media in order to market its products to the customers. Social media marketing strategy of Red Bull: Media house of Red Bull deeply focuses upon different types of digital as well as social media marketing techniques. This company fully integrates its every marketing project into different existing and popular social medium. Marketing managers of Red Bull use social medium and digital medium in order to gain cost effectiveness within the competitive sector of market. Red Bull has been experienced in the process of creating successful digital media campaign for its products within the market. Red Bulls strategy is fully different from other soft drink companies. Red Bull has 35 million followers within different social mediums or channels. Red Bull has also used viral advertising technique (Kozinets). Therefore, technique of viral marketing of Red Bull has become very successful in order to conduct viral marketing techniques. Red Bull has also demonstrated its different contents in video via YouTube photos via insta gram and content via face book and twitter. Red Bull demonstrates videos via face book and other social medium also. The video content of Red Bull seeks to highlight different popular athletes as well as sports persons. Red Bull has developed its effective strategy of content marketing in order to market its products among the targeted customers within the competitive sector of the market. As Red bull provides energy drinks seeks to engage different extreme sports persons; air biking, snowboards etc. Every aspect of advertisements of Red Bull provides visual contents of sports, athletics, music etc. Red Bull has focused upon providing effective pictures of energetic sport persons for convincing the customers that Red Bull can provide lots of energy to overcome any dangers. Red Bull communicates its core messages of energy through different strategies of content marketing. Most popular posts of Red Bull within different social mediums are involved in the innovative photos and videos. The tagline of Red Bull is Gives you wings. It has truly maintained in the creative videos and photos of Red Bull. Red Bulls face book page has gained more than 30 million likes. Red Bull focuses upon the demands of its customers while providing advertisements of its products (McKay-Nesbitt and Yoon) Social media presence of Red Bull: Face Book: Unlimited posting Different content related to adventure, sports, music Regular update of contents Twitter: Timely posting in pages Updated information about new events of sports, adventures and music However, it has been surveyed that Twitter has not got enough views from the customers. Twitter contents related to text has not been updated regularly (Twitter.com) Google+: Updating contents within 2 days per week Contents of music, adventures, sports Posts have effective engagement among customers Insta gram: Photos of sports, adventures on timely basis Different related activities of photos on activities of sports From 8 April to 22 April, different types of photos have been uploaded in the Insta gram. Different adventures pictures have been uploaded daily for the audiences (Instagram.com) You tube: Video uploading based on time Live video recording Updated video uploading Contents those are related to adventures, sports and music Videos have decent views Target audience analysis of Red Bull: Demographic segmentation of Red Bull is involved in the process of age segmentation, gender, and psychographic segmentation. Age group of target audiences of Red Bull is from 16 to 30 years old. Customers of below 16 mostly buy different lines of products of Red Bull soda. On the other hand, middle-aged customers mostly buy other zero calories products of Red Bull(Tang, Wang and Norman). This company mostly focuses on male customers. However, Red Bull does not reject group of women within the databases of customers. Red Bull can be considered as luxury products among the customers within the competitive sector of the market. On the other hand (Pletikosa Cvijikj, Dubach Spiegler and Michahelles) stated that, psychographic segmentation is very much necessary as well as essential in order to distinguish the trends of customers. Red Bull knows the trends of the customers. Within psychographic segmentation, buyers are involved into different ways; those are as follows: Lifestyle: Students, business executives, working class executives Occasions: Special as well as regular Personality: Adventurers, ambitious, open to gather new experiences Social status: High status User status: Regular user Attitude of customers to the products: Enthusiastic and adventurers Loyalty status: Customers are not so loyal to this company. This industry is not a loyalty-based industry Benefits: Quality On the other hand (Tkachenko) argued that, Red Bull also has maintained its geographical segmentation through area, region and city of the customers. Red Bull has concentrated upon the urban and semi urban sector of different countries. Conclusion and Recommendation: As discussed by (Wolny) Red Bull is the highest seller of energy drinks among the competitive sector of the global market. Red Bull has focused upon the social media marketing technique to focus upon the young customers. Therefore, Red Bull has tried to project its different products through different social mediums. On the other hand (Xu and Li) discussed that, Red Bull can face issues in order to provide effective social media campaign. Face book page is often not updated with regular information. Random posts of Face book is often handled with poor handling techniques. Red Bull only shares images and videos to insta gram. There are no provisions of user tagging for the customers of Red Bull. Recommendation 1: However, (Young and Merritt) discussed that, Red Bull has not developed innovative products for the customers. Red Bull only shares photos, videos in different social mediums for the customers. Red Bull can change techniques of approach by the help of different marketing experts of Red Bull. Recommendation 2: Red Bull can develop different effective techniques as well as strategies of content marketing for attracting the customers. Red Bull can acquire different techniques of content marketing; those are involved within info graphics, slide share presentation, e-books, e-mail marketing, and pr techniques. It has been investigated that Red Bull is lacking from effective PR campaign. Therefore, Red Bull can provide effective information by initiating newsletters and other pr tools for customers. Recommendation 3: The presence of Red Bull in insta gram is low. Therefore, Red Bull should focus upon this platform to gain marketing effectiveness. Red Bull needs to update pages of Insta gram on daily basis. Daily update is very necessary for this company. Recommendation 4: Red Bull mainly targets male players and male adventurers. Therefore, it should include women in the advertising process. It should portray the image of an adventurers woman. Reference lists Botha, Elsamari, and Mignon Reyneke. 'To Share Or Not To Share: The Role Of Content And Emotion In Viral Marketing'. J. Public Affairs 13.2 (2013): 160-171. Web. Instagram.com,. 'Red Bull (@Redbull) Instagram Photos And Videos'. N.p., 2015. Web. 6 May 2015. Kozinets, Robert V. 'Creating Sustainable Digital Experiences'. GfK Marketing Intelligence Review 6.2 (2014): n. pag. Web. McKay-Nesbitt, Jane, and Sukki Yoon. 'Social Marketing Communication Messages'. Journal of Social Marketing 5.1 (2015): 40-55. Web. Pletikosa Cvijikj, Irena, Erica Dubach Spiegler, and Florian Michahelles. 'Evaluation Framework For Social Media Brand Presence'. Soc. Netw. Anal. Min. 3.4 (2013): 1325-1349. Web. Tang, Fengchun, Xuequn Wang, and Carolyn Strand Norman. 'An Investigation Of The Impact Of Media Capabilities And Extraversion On Social Presence And User Satisfaction'. Behaviour Information Technology 32.10 (2013): 1060-1073. Web. Tkachenko, Yegor. 'Optimal Allocation Of Digital Marketing Budget: The Empirical Bayes Approach'. J Market Anal 2.3 (2014): 162-172. Web. Twitter.com,. 'Red Bull (@Redbull) | Twitter'. N.p., 2015. Web. 6 May 2015. Wolny, Julia. 'Marketing Transformations: Re-Thinking Marketing, Digital First'. J Direct Data Digit Mark Pract 16.2 (2014): 150-151. Web. Xu, Guandong, and Lin Li. Social Media Mining And Social Network Analysis. Hershey, PA: Information Science Reference, 2013. Print. Young, Joyce A., and Nancy J. Merritt. 'Marketing Channels: A Content Analysis Of Recent Research, 20102012'. Journal of Marketing Channels 20.3-4 (2013): 224-238. Web.