Post on 08-Feb-2017
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MauiJimandCostaarebothAmericanbasedcompaniesthataremajorplayersinthe
eyewearindustry.Bothcompaniesaroseintheearly1980’s,andhavebeenkeycontributorstothecurrentfashionstatementsandstylesof
eyewear.Consideringthequicktrendchanges,bothcompaniesmustuGlizeallaspectsofsocialmediatodrivetheirsales,trafficandcustomer
servicegoals.
ThroughoutthispresentaGonIwillanalyzeeachsocialmediaplaLormthatisusedbyMauiJimandCostaDelMar,andcompare.AccordingtotheinformaGongatheredIwillpresentwhichbranduseseachplaLormmoreeffecGvely,andthendenoteanoverallwinnertoconclude.
ThroughmyresearchIhavecometoconcludethatCostaDelMarhasanoverallstrongerpresenceinsocialmediathanMauiJimbecauseofitsdiverseexistencerangingacrossmulGpleplaLorms.
MauiJimisasunglass,eyewearandapparelbasedcompanythatwasformedin1980onthebeachesofMaui,HawaiibyJimRichards.Thiscompanyissprawledacrosssixteencountriesandemploysbetween1,000–5,000employees.Thecompanyisprivatelyowned,therefore,theirtotalrevenueisunknown.Also,in2015,thecompanywasawardedoneofthe“HealthiestCompaniesinAmerica”byInteracGveHealth.
Headquarters:Peoria,Illinois
CostaDelMarInc.isasunglassandapparelbasedcompanythatwasformedin1983byagroupoffishermenthatadventuredtheworldtogetherandwantedamoredurablepairofglassestosustaintheiracGviGes.ThecompanyisbasedinDaytonaBeach,Florida,andonlyemploysabout50–200employees.Costaisnotlocatedinothercountries,butdoesoffershippingtoahandfulofinternaGonalcountries.TheiresGmatedrevenuefor2015wasaroundonemilliondollars.
CostaDelMar MauiJim
ThisinformaGonwascollectedontheSocialMenGonwebsitewhichdenotesthestrength,reach,senGmentandpassionofindividualsdiscussingMauiJimandCostaDelMarkeywordsviasocialmediaplaLorms.Eachcompanyseemstohavesimilarstrengthnumbers,butvaryalotwhenitcomestopassionandreach.CostaDelMardemonstratesthatithasmorepassionateconversaGonsviasocialmediathanMauiJim,butMauihasalargerreach,whichinmyopinion,a^ributestothesizeofeachofthecompanies.MauiJimisamorewellknownandalargercompany,butCostahasasmallermoreloyalfollowing.
BothcoverphotosforMauiJim,andCostaDelMarpresentavividphotographwithintensecolorstograbtheaudiencesa^enGonassoonastheyentertheFacebookpage.ThetabsfeaturedontheCostaDelMarFacebookpageinclude:Twi^er,sharkquizgiveaway,winCostaweekly,photos,Pinterest,Instagram,videos,YouTube,postsandevents.WhilemenGoningthatMauiJimonlyincludesthebasicfeaturesplusTwi^erandInstagram.
AnotherpieceoftheanalysisthatIlookedintowasengagementbythebrandwithit’scustomersviatheFacebookpage.ManycustomershavecommentedwithquesGonsandconcernsontheMauiJimFacebookpage,butnoanswerfromthebrand.Whileontheothersideofthespectrum,CostaDelMaravidlyrespondswithinformaGononrepairs,returns,andwarranGestoaddresscustomersconcernsquicklyandeffecGvely.
MauiJimislackingwhenitcomestoengagementalltogether.
Whilejustlookingattheoverallnumbersuchastweets,followers,likes,etc.,CostahasamuchlargerfollowingandhigherengagementraGowithit’scustomersthanMauiJim.ItisapparentwhileexploringeachcompaniesTwi^eraccountsthatCostaDelMarisclearlyusingthisplaLormmoreeffecGvely.ItisinteracGngandengagingwiththeaudiencebyposGnghashtags,experiencestories,events,currentwatercleanupnewsandcontests.
MauiJimseemstorecyclethesamecontentonTwi^erasitdoesFacebook.ThecontentinvolvesawellexecutedphotographwithanotsowellexecutedsentencethatdoesnotengageindividualstointeractandparGcipateintheconversaGon.
Pinterestisaveryuserfriendlywebsitethatallowsuserstolike,repinandpostpinstotheirownboardscreaGngwellorganizedpersonalizedmedia.Whilesayingthis,alotofcompaniesdonotchoosePinterestastherefirstchoiceofmarkeGngplaLormsbecauseitcanbedifficulttocreateimagesthatflowtogetherandrelatetotheoverallbrand.AnotherstruggleistoorganizetheseimagesinacreaGveandinnovaGvewaythata^ractstheaudience.CostaDelMar’sPinterestoffers20creaGveboardsthatarGsGcallydemonstratethebrandandthebrandsobjecGves.AfewexamplesofCosta’sboardsare:“CostaHitstheRoad,”“FriendsofCosta”and“Inshorefishing.”Costahas2.8kfollowersand1.8kpins.Ontheotherend,MauiJimhas0pinsand715followers,thereforeMauiisbringinginanaudiencebuttheseindividualshavenocontenttolookat.ThisplaLormmaynotbemarketersfirstchoice,buttohavenopresenceisnotagoodsign.
CostaDelMarhasapproximately100employeessignedintotheirLinkedInaccount;anumbersmallerthanexpected.CostadoessucceedwithposGngavailableposiGonsanddetailedPDFdocumentslayingoutinformaGonontheposiGon.ThiscompanyalsocommunicateswiththeaudiencereferringtojobopportuniGes.CostaeffecGvelyusesthisplaLormforitspurposewhichisidenGfyingpotenGalemployeesandpresenGnginternaljobopportuniGestothemasses.
ForMauiJimthisplaLormdoesnotdiffermuchatallfromtheothers.ThecompanypostsjobopportuniGesinfrequently,anddoesnotgiveanyfurtherinformaGonorlinkstoinquire.MauiJimdoesnotpostanyengagingcontent,nordotheyinteractwiththeiraudiencewhatsoever.OverallMauiJimdidnotexcelatthisplaLormfortheabovereasons.
ItisrefreshingtoseenewcontentonCosta’sInstagram.ThecapGonsarea^enGongrabbing,andenGcing.Thecompanyhas295kfollowersand1,225posts.ThehashtagsarecreaGve,andhelpguidetheaudiencetothemicrogoalsforCosta.ThisplaLormwasusedcorrectlyandeffecGvelybyCostaDelMarconsideringthevastkeywordsandcreaGvephotosthataresharedonadaytodaybasis.
LikeMauiJim’sotherplaLorms,theengagementisnotthere.TheabovephotosonInstagramarethesamethatarepostedontheotherplaLormsaswell.Instagram’spurposeistoinvitecustomersinbyusingarGsGcphotos,buthowcanthisbearGsGciftheseimagesareregurgitatedthroughoutnumerousdiverseplaLorms?Onanothernote,MauiJimhas591postsand40.2kfollowers.ThesenumbersarefarbelowwhatCosta’sfollowingandinteracGonare.
MauiJimhasaverycolorfulandeasy-to-maneuverwebsite.Aboveall,MauiJimdoesanexquisitejobwithitsphotography.ThebanneratthetopofthepageissocolorfulandvividtoexemplifytheclarityofaMauiJimlens.Therearetabsforshopping,customercare,prescripGon,retailersandalogintabformembers.Atthetop,thereisalsoanareawhereanyoucansubscribetotheMauiJimemailnewsle^er.Everythingthatwouldneedtobefound,canbefoundwithoutfrustraGon.However,thedownfallisthattheothersocialmediaplaLormsdonotdrivetrafficbacktoh^p://www.mauijim.com.
UnliketheMauiJimwebsite,CostaDelMarhastabstobedirectedtotheirFacebook,Twi^er,Pinterest,Youtube,InstagramandGoogle+.ThewebsitecontainsalltheothertabsthatMauihasaswell,liketheshoppingandcustomerserviceopGon.TheCostasiteisnotaseasytonavigate,butitdoescontainasearchbaratthetoprighttobalancethis.ThewebsiteisnotasarGsGcallyappealingasMauiJimeither.Themaindifferenceisthattrafficisdrivenbacktowww.costadelmar.comfromallthepreviouslymenGonedsocialmediaplaLorms,therefore,promoGngconversions(sales).
AndtheWinnerIs…CostaDelMaristhedefinitewinnerinthisbrand
comparisonanalysisforthesereasons:__________________________________________
1. PresenceinnumerousdiverseplaLorms2. Highervolumeoffollowers3. Contentisappealing,creaGveandoriginal4. CostapublishescontentoneachplaLormaccording
totheplaLormspurpose(notjustposttopost)