round 2 winner · round 4 winner: vs. instagram is the platform that captures the smallest audience...

14
Round 2 winner: VS. Both brands’ Facebook pages reach the most amount of followers in comparison to their other social platforms. When analyzing the differences between Chick-fil-A and Zaxby’s in regards to Facebook, it was a very close tie. Zaxby’s and Chick-fil-A both have relevant profile and cover photos that reflect each of their brands in a positive light. Although Chick-fil-A comes out as the winner, Zaxby’s does a great job posting engaging content frequently. However, one of the main points that sets Chick-fil-A apart is the way it puts to use many of Facebook’s offered tools and features. For instance, Facebook used the “pinned post” feature. Because of this, Facebook is able to capture a larger audience with its posts, which leads to much more astounding results. Although numbers do not always resemble success, in this case they do. Chick-fil-A has over 7 million likes on Facebook, which is almost 7 times the amount Zaxby’s has. It also has an average of 372 shares per post, in comparison to Zaxby’s which only has an average of 51 shares per post. When taking these numbers into consideration, it is realized that Chick-fil-A far surpasses Zaxby’s when it comes to using the instruments of Facebook. Unlike Zaxby’s, Chick-fil-A also promotes its new app on Facebook. Chick-fil-A does this in a non-abrasive way, which allows customers to download the app at their own free will. 15

Upload: others

Post on 23-Jul-2020

1 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Round2winner:

VS.

Bothbrands’Facebookpagesreachthemostamountoffollowersincomparisontotheirothersocialplatforms.WhenanalyzingthedifferencesbetweenChick-fil-AandZaxby’sinregardstoFacebook,itwasaveryclosetie.Zaxby’sandChick-fil-Abothhaverelevantprofileandcoverphotosthatreflecteachoftheirbrandsinapositivelight.AlthoughChick-fil-Acomesoutasthewinner,Zaxby’sdoesagreatjobpostingengagingcontentfrequently.However,oneofthemainpointsthatsetsChick-fil-AapartisthewayitputstousemanyofFacebook’sofferedtoolsandfeatures.Forinstance,Facebookusedthe“pinnedpost”feature.Becauseofthis,Facebookisabletocapturealargeraudiencewithitsposts,whichleadstomuchmoreastoundingresults.Althoughnumbersdonotalwaysresemblesuccess,inthiscasetheydo.Chick-fil-Ahasover7millionlikesonFacebook,whichisalmost7timestheamountZaxby’shas.Italsohasanaverageof372sharesperpost,incomparisontoZaxby’swhichonlyhasanaverageof51sharesperpost.Whentakingthesenumbersintoconsideration,itisrealizedthatChick-fil-AfarsurpassesZaxby’swhenitcomestousingtheinstrumentsofFacebook.UnlikeZaxby’s,Chick-fil-AalsopromotesitsnewapponFacebook.Chick-fil-Adoesthisinanon-abrasiveway,whichallowscustomerstodownloadtheappattheirownfreewill.

15

Page 2: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Followers 748K

Tweets 70.5K

Following 8,039

Likes 6,952

Lists 2

Followers 90.8K

Tweets 14.8K

Following 1,209

Likes 12.7K

Lists 1

AverageResponseTime

~2.13hours

AverageResponseTime

~ 13.02hours

Twitter:

TheaverageresponsetimeistakenfromaveragingthetimetakentorespondtotweetsthroughoutthemonthsofSeptemberandOctober2016.

16

Page 3: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Twitter:Althoughseveralbrandsstruggletoprovideconsumers

withexceptionalcustomerserviceinthedigitalspace,Chick-fil-AhasbeenabletomaintaintheircommitmenttocustomerserviceviaTwitterbyutilizingthisplatforminawaytoconnectwithcustomers“realtime”.Chick-fil-Aemployeescloselymonitorandrespondtobothpositivecommentsandnegativecomplaintsquickly,oftenre-directingpeopletotheirwebsiteforfurtherhelp(seephotosontheleft).

NotonlydoesChick-fil-ApinimportantpoststothetopoftheirpageliketheydoonFacebook,buttheyrecognizetheimportanceofsimplicityintweets.Chick-fil-Adoesn'tpostlengthyandirrelevantpostsonTwitter,becausetheyarewellawareoftheintendeduseofthisparticularplatform.Instead,theytakeadvantageofTwitter’sbrevityandpoststraightforwardreminderstoeffectivelycreateawareness.

Chick-fil-AalsolinksitsTumblraccounttoitsTwitterpage,whichisanotherwayitdirectstraffictoitsothersites.

OnethingthatChick-fil-Acouldimproveon,inregardstoTwitter,isbuildingalarger“followback”audience.Asseeninthechartonpage16,outofits748Kfollowers,Chick-fil-Afollowslessthan1%ofthemback.Byuppingits”following”count,Chick-fil-Acouldbuildanevenstrongeraudiencebyencouragingengagementfurther.Lastly,consideringTwitteris”realtime”andusersareconstantlycheckingit,Chick-fil-Awouldgreatlybenefitbyincreasingitsnumberofposts.TheChick-fil-Aaccountsometimesgoesmultipledaysatatimewithoutpostingasingletweet.

17

Page 4: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Twitter:Zaxby’sutilizesTwitterinoneofthemainwaysitis

intendedtobeused.Thatis,itredirectstrafficbacktoitshomewebsite.Zaxby’sTwitterpagehasthewebsitelinkembeddedontheleft-hadsideofitsaccount,andalsopostsmanytweetsleadingcustomersbacktoitswebsite.

Zaxby’salsohasadecentfollowertofollowingratioincomparisontoitscompetitors.ByfollowingcustomersbackonTwitter,Zaxby’sisabletobuildastrongerfanbase.Zaxby’salsopostsatleastonetweetperday,ifnotmore.ThisshowsthatZaxby’sisusingthisspacewiselyandtakingadvantageofhowquicklytheircustomerbasecanbereachedthroughthisplatform.

Zaxby’sisrelativelyefficientwhenitcomestorespondingtocustomertweets.However,themajorityofZaxby’srepliesareinresponsetonegativecommentsfromcustomers.Theiraverageresponseratetocustomersisalsoextremelylow,meaningtheytakemuchtoolongtorespondtocustomers.ThesearebothareasinwhichZaxby’scouldimproveupon.Byreachingoutandengagingwithconsumersduringbothgoodandbadtimes,Zaxby’shasthepotentialtogrowbrandloyaltyandcustomersatisfactiontohigherlevels.

18

Page 5: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Round3 winner:

VS.

AlthoughZaxby’sdoeshavetheupperhandintheTwitterrealminseveralaspects,forinstancepostingcontentmoreconsistentlyandredirectingtraffictoitswebsite,Chick-fil-Astillwinsforround3.ThereasonforthisbeingthatChick-fil-AtrulyunderstandsthepurposeofTwitter.Chick-fil-Ausesthisplatformasameansofenhancingitscustomerservice.Chick-fil-Aisalreadyknownfortheirsuperiorcustomerserviceintheirrestaurants,andtheywantthiscustomerservicetopermeateitsonlineplatforms.Theyrespondcharismaticallytobothhappyandunhappycustomers,whichshowspeoplethattheycare,notjustinbadtimes(seephotosonpage17).Chick-fil-Aalsoismoretimesensitivewhenitcomestorespondingtocustomertweetsinatimelymanner.Theydon’tleavecustomershangingfortypicallyanylongerthanaafewhours.Theyhaveexperiencedgreatersuccessinrespondingefficiently,leadingthemtoberecognizedasanactiveandpresentbrandonthisplatform.

19

Page 6: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Posts 669

Followers 549K

Following 51

Posts 437

Followers 21.7K

Following 171

Average# ofLikes

~12.2K Average#ofLikes

~410

Instagram:

TheaveragenumberoflikesandcommentsaretakenfromaveragingthenumberoflikesandcommentsonphotospostedthroughoutthemonthsofSeptemberandOctober2016.

Average# ofComments

~338 Average# ofComments

~10

20

Page 7: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Instagram:FacebookandTwitterserveslightlydifferentpurposesthanInstagram.

Instagramisallaboutthecontentofthephoto,andthisisanareathatChick-fil-Aexcelsin.Chick-fil-Acapitalizesonthefactthattheyhavereallygoodfood.SinceChick-fil-Ahasseveralseasonalmenuitems,theyuseInstagramtopushtheseitemsclosertoitscustomers.

However,Chick-fil-Aalsorealizestheimportanceoftheconsumer.Becauseofthis,theyoftenpostinnovativephotosofthingstheyknowtheircustomersvalue.Chick-fil-Ahasnoticedthatthesocialpoststhatreceivethehighestlevelofengagementtendtobeseasonalorinresponsetosomethingtrendingthatconsumerslove.Forexample,oneofthetop-performingpostslastyearpicturedchickennuggetboxes intheshapeofaChristmastreefortheholidayseason(seephotototheleft).Chick-fil-Aisfocusedoncombiningtheirproductwithwhatpeoplelove.However,inmyopinion,Chick-fil-Acouldpostmoreaboutwhatpeoplelovewithoutalwaysattachingtheirbrandtoit.

Chick-fil-AalsostandsoutonInstagramduetothefactthatavastmajorityoftheirfranchisesalsohavetheirownInstagramaccounts.TheseaccountsreallytakeadvantageofprovingtoitscustomerswhatChick-fil-Aisallaboutbygivingthembehindthescenesphotosofwhatthe“everydaylife”ataChick-fil-Arestaurantlookslike.

Lastly,somethingthatIbelieveChick-fil-Acouldimproveonismaintainingaconsistentcadenceinregardstoitspostingfrequency.Withinthelast2months,theyhaveonlyposted6photosonInstagram.

21

Page 8: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Instagram:Zaxby’sdoesanexcellentjobatfillingitsInstagramspace.

Notonlydotheypostphotosfrequently,buttheyareknownforpostinghighqualityphotosthatcustomersenjoy.ThesephotosencompassthejoyonefeelswhenexperiencingZaxby’sthroughtheuseofvibrantcolors,whichinturnboostssalesforZaxby’swithoutusinganysortofpushapproach.Zaxby’salsohasbeenknowntointermixcuratedcontentwiththeirownoriginalposts.Forinstance,thephotoonthebottomleftisanexampleofhowZaxby’sre-postsanimagethatwasuploadedbyoneofitsfans.Notonlydoesthisincreaseengagement,butitmakescustomersfeelspecialandcaredfor.Unfortunatelythough,thisisn'tdoneveryfrequently.

Asnotedonpage20,Zaxby’shasverylittlecustomerinvolvementonitsInstagramaccount.IfZaxby’scouldbothincorporatecuratedcontentmoreoften,whilealsolearningtorespondtoandengagewithitscustomersthroughcomments,Itrulybelievetheycouldincreasetheirfollowing,numberoflikes,andnumberofcommentsdaily.

22

Page 9: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Round4winner:

VS.

Instagramistheplatformthatcapturesthesmallestaudienceincomparisontoeachbrands’FacebookandTwitteraccounts.ThroughoutthemonthsofSeptemberandOctober,Chick-fil-Ahasposted6times.Thisisanareathatcouldbeimprovedupon,whichcouldleadtopotentiallyhigherlevelsofengagementonthisplatform.

However,thequalityofChick-fil-A’sphotos,aspreviouslydiscussed,iswhatmakesthemsuperiortoZaxby's. Zaxby’sphotosdon’thaveasmuchmeaning.Inotherwords,thecontentisnotasintentional.Itisnotthattheydon’tpostenticingphotos,becausetheymostdefinitelydo.Rather,Zaxby’scontentisn’tasconsumer-focusedasChick-fil-A’sInstagram.

Chick-fil-Aalsohasasuperioramountoflikesandcommentsontheirpictures(seechartsonpage20),whichshowstheengagementlevelofthebrand.CustomersseemtolikeandtalkaboutChick-fil-AmoreonInstagramwiththeirfriendsthantheydoZaxby’s.Thisisveryimportantintermsofgrowingitsbrand.

AlthoughChick-fil-Ahaswon,yetagain,onInstagram,oneaspectthatbothZaxby’sandChick-fil-Acouldimproveonisutilizingthisspacetobetterinteractandrespondtoitscustomers.

23

Page 10: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Evolution:Inregardstotheevolutionofdigitalmarketing,onebrand(Chick-fil-AorZaxby’s)ismoreevolvedthantheother.Inordertosucceedinthedigitalspace,eachbrandneedsto:

1)haveadigitalpresenceviaacompanywebsite2)publishcontent,forinstancecreateablog3)promoteitsbrandviaemail4)engageonsocialmedia5)integrateitsbrandviamarketingautomation

24

Evolution Chick-fil-A Zaxby’s

Website ✔ ✔

Blog ✔ (Tumblr) ➖

Email ✔ ✔

Socialmedia ✔ ✔

Marketingautomation

✔ ✔

Page 11: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Evolution(cont’d):Althougheachbrandseemstobein-tunedwithmostofthesestepsofdigitalmarketingevolution,itisapparentthatone

brandisdoingaslightlybetterjob.Inthiscase,itisChick-fil-A.Chick-fil-AalwaysseemstobeastepaheadofZaxby’s. MostwouldattributethissuccesstoChick-fil-A’sadvantageofmoreexperienceduetoolderage.Chick-fil-Ahasbeenaroundlongenoughtoexperimentwitheachofthesestepsandimproveuponthem,therefore,theytendtobeslightlymoreadvancedintheevolutionprocess.

Chick-fil-A’swebsite includeseverydetailinregardstowhat,howandwhytheydowhattheydo.Customersareabletonotonlycometothewebsitetofindimportantinformation,buttheyareabletocontactthecompanyaswell.Chick-fil-A’sTumblrblogservesasaplacetopublishcontentabouttheirlatestnews,whileatthesametimeexpressingcreativity.Here,theycanrespondandinteractwithcustomersonadifferentlevel,gaugingconsumerlikesanddislikesaboutthebrand.AnotherwayChick-fil-Apromotestheircontentandgainsmorereachisbyaddingcustomerstotheiremail list.TheChick-fil-Aemailisconsistentwiththeoveralllookofitswebsitewhichallowsforfamiliarityandagreaterunderstandingofthebrand.Italsousesitsemailtodirectcustomerstoitssocialsites.Chick-fil-Ausesavarietyofsocialmedia platformstocategorizeitscustomersintosegments.Theyrecognizetheimportanceofusingeachplatforminaslightlydifferentwaytomakestrongerconnections.Lastly,Chick-fil-Aintegratesallofthesestrategiesinordertoenhanceitsperformanceacrosstheboardthroughmarketingautomation.

25

Page 12: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

TheChickenChampion:

26

Althoughbothbrandskeepaconsistentimageandemphasizethesamemessageacrossallplatforms,thereisaclearwinnerinregardstowhoisdoinganallaroundbetterjob.Whendeclaringthechickenchampion,itallcomesdowntothenittygrittyoftheactualcontentposted.Inthiscase,Chick-fil-Aisdoinganoverallmoreeffectivejobatengagingitscustomersacrossalldigitalmarketingplatforms.

Chick-fil-Adoesanexcellentjobofmaintainingconsistencyacrossplatforms,whilealsousingeachplatformtocreatedifferentcontent. Theyunderstandtheimportanceofconformingtoeachindividualchannel.TheconsistencybetweeneachplatformhelpstocreateaunifiedsocialmediastrategythatbuildsuponandenhancesChick-fil-A’sbrandimage.AlthoughChick-fil-Aisconsistent,theircontentwithineachplatformvariesslightlyinhopesofincreasingengagement.Ifconsumersweretoexperiencethesamecontentthroughouteveryplatform,thereisahighpossibilitytheywouldbegintoloseinterest.Forinstance,Chick-fil-AunderstandsthatFacebookismeantforpostingarticles,videosandmoredetailedcontent,whileTwitterisforshortremindersandisawareness-based.

Chick-fil-Aalsointeractswiththeiruserbase,soitisnotjustaone-sidedconversation.Ratherthanrespondingsolelytocomplaints,Chick-fil-Aengagesinfriendlyconversationswithitscustomersaboutpositivecommentsaswell.Becauseofthis,Chick-fil-Aseemstohaveanoverallbetterunderstandingofitsconsumerbasewhichallowsittofarsurpassotherbrandsinregardstosocialmedia.Overtheyears,Chick-fil-A’scontenthasbecomeareflectionofitscustomers.Byfocusingmostoftheirattentiononconsumerwantsandneeds,theydoanexcellentjobatkeepingitsbrandtop-of-mind.

Page 13: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

SuggestionsfortheRunner-up:

27

Zaxby’shasplentyofroomforgrowth,whichwouldallowittoexpanditsoverallreach.Zaxby’sshouldlookforwaystoimproveinthreeareas:strategy,followers,andcontent.

1) Zaxby’sshouldcontinuetouseFacebookasitsoverarchingplatformanduseittodirecttrafficbacktoitswebsite.TheyshouldalsocontinuetouseTwitterasacustomerservicetool,butlearntodecreaseresponsetime.OnInstagram,Zaxby’sneedstobothincreaseitscuratedcontentandengagemorewithcustomersthroughcommenting.Altogether,Zaxby’smustincreaseengagementacrossallplatforms.Inordertodothis,Zaxby’sneedstore-evaluatethecontentthattheypostandfocusmoreontheircustomers’needsandwants.

2) ThefactthatZaxby’shasasignificantlylowernumberoffollowersacrossallplatformscomparedtoChick-fil-Aspeaksvolumes.Zaxby’scouldbeusingtheseplatformstocapturealargeaudience.Therefore,ifZaxby’sdoesn’tattempttoboostitscontent,thesesocialplatformsbecomeawastedopportunity.

3) Tore-iteratetheabovesuggestions,Zaxby’ssuccesscirclesbacktocreatingcontentthattheconsumerwantstosee.

Page 14: Round 2 winner · Round 4 winner: VS. Instagram is the platform that captures the smallest audience in comparison to each brands’ Facebook and Twitter accounts. Throughout the months

Bibliography:§ https://www.facebook.com/ChickfilA/?fref=ts

§ https://www.facebook.com/Zaxbys/

§ https://twitter.com/ChickfilA

§ https://twitter.com/Zaxbys

§ https://www.instagram.com/chickfila/

§ https://www.instagram.com/realzaxbys/

§ http://www.chick-fil-a.com

§ https://www.zaxbys.com

§ https://en.wikipedia.org/wiki/Zaxby%27s

§ https://en.wikipedia.org/wiki/Chick-fil-A

§ http://www.thedailymeal.com/eat/10-things-you-didn-t-know-about-chick-fil

§ https://www.buzzfeed.com/kristinchirico/things-you-didnt-know-about-chick-fil-a?utm_term=.jbbLP9q50#.tgk7

§ http://www.gafollowers.com/13-amazing-facts-didnt-know-chick-fil-a/#_

§ http://www.al.com/living/index.ssf/2016/03/zaxbys.html#2

§ http://www.myajc.com/news/business/zaxbys-co-founder-sold-his-drums-to-start-chicken-/nfRM2/

§ http://www.ibtimes.com/how-chick-fil-social-media-marketing-translated-twitter-facebook-instagram-success-2265588

§ https://www.behance.net/gallery/4086941/Zaxbys§ https://emmabparker.files.wordpress.com/2012/04/chick-fil-a.pdf

§ https://johnrfmcewen.wordpress.com/tag/zaxbys/

28