Social Media Monitoring (Part 1) ------ Jeep

My neighbor Bilin owns a Jeep Cherokee, according to him; Jeep is a kind of self-enjoyment vehicle. Image that you driving your Jeep beside the beach, sea breeze blowing your cheeks, the radio is playing your favorite song, dose life can get any better?

Jeep Wrangler

The first Jeeps were produced in 1941. As a result of "Jeep" is well-known, all other jeep references to fade, leaving the 4x4 (Four-wheel drive) with the name. Jeep's product range current consists solely of sport utility vehicles and off-road vehicles, but has also included pickup trucks in the past. In 1980’s Jeep ushered a whole new product category of "sport-utility" or crossover SUV.  Four Wheeler magazine concluded that was "The beginning of a new generation of cars."

So far, Jeep is not only a brand name; it has become a representative of the spirit, the spirit of adventure. According to Jeep automaker, the vehicle is engineered to offer more fun, utility, freedom, capability, as well as the potential for exceptional fuel economy and interior flexibility without compromising affordability. I think Jeep’s new advertising well embodies this spirit.

Jeep "Restless" 2014 SUPER BOWLOFFICIAL COMMERCIAL

In this report, I will make a brief SWOT analysis for Jeep; the analysis is based on its social media data. To get Jeep’s social media monitoring data, I use Social Mention, Google Trends, and Raven Tools.

SWOT analysis

- Strength

The long history and spirit, to some extent, can help Jeep retain customer loyalty. Those faithful fans of Jeep can easily form a community on social media. They could show their supporting passion together and emerge the impact of word-of-mouth.

For social media monitory aspect, Jeep catches up with the groundswell by reserve brand space on variety social networks, such as Facebook, Twitter, and Google+, etc. Here are the data shows the social media metric of Jeep.

Social Media Metric of Jeep

The Klout Score  is a number between 1-100 that represents brand influence. The more influential the brand are, the higher your Klout Score. According to this data, we could tell that Jeep obtains a high level of influence on social media.

Moreover, Jeep owns an official website and a blog to conveys more detail information to audience online. The table below shows the Jeep’s SEO Metrics. SEO metrics measures the visibility of the website in a search engine's "natural" result. It compose by the number of links on another website pointing to the brand website, the number citations to a given URL, how the brand website perform in search engine rankings, etc. The data shows that Jeep also make active performance with it website.

SEO Metrics of Jeep

- Weakness

Site Auditor Summary

This picture show the issues exist on Jeep’s website, those issue arise because the website didn’t get a well maintain, the Raven Tool detect 100 pages errors, and 118 pages have redirects on Jeep’s website. That is to say, redirects are used for pages, folders and domains that have moved. Those problems will cause inefficient of the website.

- Opportunity

New technology could makes the production process more cost effective. Using both personnel and robots in mass production, Jeep is saved the cost, and improved the productivity. Here is a video shows its Mechanized assembly line. 

Jeep Grand Cherokee Assembly Line

Groundswell can also be an opportunity for Jeep, which could not only helps the brand reduce adverting & PR cost, but also helps the brand hold active customers together and get support from them.

Picture below indicate the Jeep’s passion and reach percentage values. It shows that individuals would like to talk about the brand repeatedly, and there were 203 unique authors referencing about Jeep.

 

Passion and Reach

- Threaten

Social media help us to found the competitor easily. Here compete.com list the competitors of Jeep.

Competitors of Jeep - 1

The interesting thing is I input those compete brands into Google Trends then I get a similar result (Except of Honda).

Competitors of Jeep -2

To make a successful marketing campaign, define the brand's target market and target audience is also very important.

Target Market

A target market  is a group of customers towards which a business has decided to aim its marketing efforts and ultimately its merchandise.

Jeep has established itself in the field of off-road vehicle performance. But now it is seeking to appeal to a larger market to cover the young enthusiasts. According to an article named Jeep's Target MarketCovers Everyone “They're (Jeep) trying to expand the appeal of the brand overall without alienating core buyers. They need to get the younger buyers interested in Jeep."

Target Audience on Social Media

Social media could be a best way for Jeep to get attention from the younger buyers. The picture below show the rank of sources for Jeep social media, that is to say, follow this list, we could found where is the target audience of Jeep on social media.

Target Audience Channel

Rather than Twitter and Facebook, photo bucket is the top social media source of Jeep. On photo bucket their is specific catalog for Jeep, which helps the audience views picture easily.

Besides, I found that the most top users of Jeep social media are not individuals. From the picture we could say, some of them are motor retails; some of them are garages, the first users named GreenLight collectibles is a model car vendor. In my opinion, if Jeep could hold those organizations together by social media, it may create a win-win situation for them.

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In this report I use the groundswell for research and make an analyses about the brand performances and its audiences on social media. In groundswell strategy, is process called listen, In next report I will post some relevant update data, and give my recommendations for Jeep’s social media follow with the rest of strategy given by Groundswell: talking, energizing, supporting, and embracing.