According to the website, Jeep has a big
family. At present, Jeep has Patriot, Grand Cherokee, Wrangler, and Compass, etc. As family members, those model types owns their “specific
personalities”, however, sometimes, they also has competition between each
other. In this blog I will use, Ice Rocket, Google Trends to
show the social media competition inside the brand. At the end of this blog, I will give my recommend of Jeep's social media operation.
Spring is the season of travel and
adventure. In this spring, Jeep launched two models, Jeep Grand Cherokee, and
Jeep Wrangler 2014.
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| Jeep Grand Cherokee |
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| Jeep Wrangler |
With the advent of the two new models, Jeep’s
social media data changed. First, as the chart shows, I found that there was a
significant decline in past 30 days of Jeep Grand Cherokee.
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| Google Trend - Jeep Grand Cherokee |
According to this chart, Wrangler has more
citations than Grand Cherokees. We should note that there is a peak of Grand
Cherokees on March 10. That is the day Chrysler Recalls the Jeep Grand
Cherokees.
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| Ice Rocket - Wrangle VS. Grand Cherokee |
Moreover, three weeks ago, Jeep provide a sneak
peek video of the All-New 2015 Jeep® Renegade on its official YouTube channel. And it finally present on, 84th Geneva International motor show(March 4, 2014).
Jeep® Brand Designers Provide a Sneak Peek
of the All-New 2015 Jeep® Renegade
As a result, Jeep Renegade has a higher mention rate on social media, also there is a peak at March 4.
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Ice Rocket comparison
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From those charts, we could see that social media citations are influenced by the brand's behavior. The competition within the brand can help the brand draw more attention.
Recommendations:
1.
As I mentioned in the first
part, to Jeep’s fans, Jeep is not only a brand name; it has become a
representative of the spirit, the spirit of adventure. As a result, Jeep should
strongly base it future social media marketing strategies on its spirit, and
show Jeep’s difference with other regular SUV.
2.
According to my analysis, there
are issues exist on Jeep’s website, so Jeep should strengthen the management
and maintenance of the website.
3.
Participate in and energize
online communities is also an important strategy of groundswell. Actually, Jeep
makes a better performance in 2014. This year, Jeep provides rewards on
Facebook to encourage fan’s comments (See picture 1). It also raises
interesting topic to draw people’s attention (See picture 2).
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| Picture 1 |
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| Picture 2 |
Determine how actively and in what numbers your customers
are participating in the social media is important for the company to
energizing the groundswell. In the first part, Rather than Twitter and
Facebook, photo bucket is the top social media source of Jeep. On photo bucket
there is specific catalog for Jeep, which helps the audience views picture
easily. So Jeep should also pay attention on Photo bucket.
Moreover, I found that the most top users of Jeep social
media are not individuals, they are organizations related to the auto industry.
Jeep should hold those organizations together by social media event; it will
create a win-win situation for them.
4. Jeep, as an international brand, should not only focus
on domestic customers. It should choose different social media base on consumer
habits of different regional. For example, in China, most people prefer to use
Weibo. However, Jeep closed its Weibo page on Jan 31, 2014, and turn to use
Wechart (another Chinese social media). It behavior makes the Chinese fans feel
really uncomfortable. According to the fans, Jeep should open pages on both
social media to meet different people’s requirement.
