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Research Analysis of Power Horse1.0 INTRODUCTIONPower horse, is an energy drink that is produced by an Australian food and beverage company called “S.SPITZ COMPANY”. The company, founded in 1857 has been a major producer of energy drinks ever since the 90’s. In the year 1994, the power horse energy drink brand was introduced into the European market. This made power horse among the first and popular energy drink in the market. The power horse energy drink variety, is believed to enhance the drinker’s responsiveness, stimulate the metabolism and improve sporting performance. With regards to this assignment, the company’s approach and use of social media to promote their products will be studied and analyzed. Power horse energy drink is the preferred case study for this research because, it is globally recognized brand. Furthermore, it is known to be a proud sponsor of several sports and social events. With the above data, power horse energy drink has a wide range of easily accessible information on the web. As with all globally recognized brand, power horse energy drink uses social media to promote, market and advertise their products. Based on the research carried out, it was noticed that Facebook and YouTube are the social media platforms used to advertise the brand. Below is a breakdown of the social networking tools, how it is used and how effective is for advertising.2.0 FACEBOOK Founded on the 4th of February 2004, Facebook is an online social networking site that allows users to create profiles for messaging, videos and image sharing. With over 1 billion active users, Facebook is available in 37 different languages. Besides user profiles, users can also create pages that can be used for advertising. During the cause of this research, it was observed that the Facebook page owned by power horse energy drink had over one hundred and thirty three thousand, sixty five likes (133,065). This research lasted for a period of fourteen days (14). Within this period, the number of likes on the page rose to one hundred and thirty three thousand, one hundred and eight (133,108) at a rate of 3 “likes” per day (, 2014). A “like” on Facebook is an avenue for connection, every like on your page will expose your product to a new set of audience (, 2014). It is also used to show that you enjoy a product without commenting, your friends will also see what you’ve liked (, 2014).Figure 2.0. Number of Facebook likesThe chart above shows the increase in the numbers of “likes” on the power horse product page on Facebook. In order to successfully used Facebook to advertise, the company has to make “post” on Facebook. A “post” on Facebook is avenue to present the current activity (, 2014). It was observed that during the 14days of this research the company made a total of seven (7) “post” on Facebook. One among the seven (7) “post” was a promotional post base on the world cup, this strategy attracted over ten likes to the page. The other six (6) were not event driven, neither was it product base. Rather it focused on links shared by other people, this method yielded lower number of likes and comments. It was also observed that power horse energy drink makes an average of two (2) to three (3) “post” per day. The post are usually done between 5PM and 10PM. The highest number of “post” were made by 5PM, these “post” were made a couple hours before world cup matches. The strategy is to get customers to interact on their page by predicting the winners of the match before it starts. 3.0 YOUTUBE YouTube is the largest online video sharing website. Founded in 2005, YouTube is a social networking platform that allows users to create channels to upload and share video. This contents includes personal video posted by individuals and public videos posted by organizations. With over 1 billion unique users monthly and millions of subscription daily (, 2014). It is a reliable avenue for advertisement. During the research, it was observed that the YouTube channel owned by power horse energy drink had one hundred and eighty three (183) subscribers (, 2014). Subscribers on YouTube represent the number of people that will be notified when you upload a video. It was also observed that the channel had forty four (44) videos. Most of the videos were promotional videos, the strategy was get customers to share the videos and stand a chance of winning a price. The highest views gained was 224,579, this was on a promotional advert for the Brazil FIFA world cup. Based on the research, it was also observed that more emphasis was placed on promotional advert than product base adverts. The last video uploaded was on 22 January 2014. The total number of views recorded is 435,429, the number of subscribers increased by two (2) within the period of this research. (, 2014)Figure 3.0. Number of subscribers2381252654300Also, the number of views increased from 435, 394 to 435, 429, i.e. a difference of 35 views.Figure 3.1. Number of views4.0 CROSS ANALYSISAcross both social networks, there are some similarities and some differences in the way the company uses them. The main similarity is that both social networks are used for promotional adverts, however, the Facebook page gets more likes compared to the YouTube channel. A major difference between the two social networks used by the company, is the mode and nature of “posts”. On the YouTube channel only videos are uploaded whereas, on the Facebook page, text and images are used. This varieties offered by Facebook allows power horse energy drink to communicate better with their customers.The Facebook page grows faster than the YouTube channel because Facebook, allows more interactivity compared to YouTube. The research also shows that, power horse energy drink, makes more post on Facebook than on YouTube. The number of followers on Facebook is 133,065 compared to 184 on YouTube. The growth rate for the Facebook Page is 45 likes within two weeks of this research, while only two subscribers were added on the YouTube channel.References , (2014).?Statistics - YouTube. [Online] Available at: [Accessed 16 Jul. 2014]., (2014).?YouTube channel POWER HORSE on . [Online] Available at: [Accessed 17 Jul. 2014]. ................
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