Red Bull Case Study PDF

Preview

Summary

Red Bull Case Study...

Description

Katana Seal Red Bull Case Study 21 April 2019 1. Categories of Social Media, p. 92 Red Bull used many social and mobile media tools during the Red Bull Stratos Project and they are as follows: social networking sites, media-sharing sites and thought-sharing sites (p. 92). An article stated the following about the Stratos Project, “Besides aiming at records, the engineers and scientists on the Red Bull Stratos team have been gathering and publishing reams of data intended to help future pilots, astronauts and perhaps space tourists survive if they have to bail out” (Tierney, J. 2012). Social networking sites are an excellent way for marketers to create excitement for their brand (p. 92). For example, Red Bull used Facebook and Twitter to get everyone excited for this event. Media-sharing sites are used by companies to highlight how consumers can experience their products and encourage customers to engage with the business and other consumers (p. 95). For example, Red Bull used YouTube and “SoLoMo” software to help consumers to experience this record breaking event. Thought-sharing sites are effective at educating, engaging, and enhancing the users experience (p. 96). For example, Red Bull had a website for this event and their own company website. 2. The 4E Framework for Social Media, p. 82 The 4E framework for social media helps excite the customers with relevant offers, educate them about the offering, helps them experience products, and give them the opportunity to engage with their social network (p. 82-83). Referring back to the Red Bull Stratos Project, they created excitement by creating a record breaking event, promoting the event, and having the event streamed live. They educated the audience by having photos and videos available on the internet, having the live stream, and showing how different the Red Bull brand is by doing this event. The experience of this event was enhanced by the constant updates on Red Bull’s social media platforms, the stream being in real time since it was live, and everyone could enjoy experiencing this event no matter where they were in the world. The engagement of this event was enhanced by the event being promoted on social media sites, steaming the event live, and allowing viewers to share and comment on the photos and videos being put out onto social media. 3. Social Media Engagement Process, p. 102 The first step that Red Bull should take when assessing the effectiveness of these campaigns is to listen to the consumers. They could read the comments and reviews on social media networks and blogs. Also, they could use a technique called sentiment analysis which is when marketers analyze the content found on sites to assess the favorableness and unfavorableness of the sentiments (p. 102). They could focus this on the campaigns to see how the consumers felt about them. The second step in this process is to analyze the data that was collected in the first step of this process. In this step they should first look at the amount of traffic on their sites and see how much attention their sites have. Next, they should look at how long people stayed on their sites. Also, they can use a keyword analysis which is used to determine what keywords people use to

search on the internet for their products or services (p. 104). They can also look at the return on investment made by improving their site. Do is the last step in this process and it is where the company would implement what they have learned from the analysis to improve. Red Bull could see where they could have done better and use that knowledge for future campaigns. Also, the following was stated about the company: “Red Bull is a brand that is constantly changing and improving” (What Gives Red Bull Wings…, 2017).

References Tierney, J. (2012, October 14). 24 Miles, 4 Minutes and 834 M.P.H., All in One Jump. Retrieved April 21, 2019. Retrieved from: https://www.nytimes.com/2012/10/15/us/felixbaumgartner-skydiving.html What Gives Red Bull Wings: Creating a Successful Market-Oriented Organization. (2017, March 15). Retrieved April 21, 2019. Retrieved from: https://www.ama.org/2017/03/15/what-gives-red-bull-wings-creating-a-successfulmarket-oriented-organization/...