PowerPoint Presentation

SWOT Social Media Analysis MAR4233 Social Media Marketing

Geysel P. CarcamoAndrea Garcia MoralesZhanna HofstatterWendy Reyes

Background/Company cultureAmazon was founded in 1995 by Jeff Bezos and is based out of Seattle, Washington.

One of the largest e-commerce websitesin the world. The companyis widely known for its wide selection of books, although the site has expanded to offer furniture, apparel, music, and electronics.

Similar toeBay, users can also purchase and sell items using Amazons online marketplace systems. Amazon bills itself as the worlds most customer-centric company. Customer satisfaction seems to be at the core of everything the company does.

Bezos, the CEO, is known for being relentless in making sure customer satisfaction is always kept as a priority and everyone in the company seems to live by this one principle. .

Strengths

StrengthsAmazons strong presence in social media sites1

Amazon connects with its customer on its social media sites with frequent postPost once, or more, a dayPromotional products and behind the scenes looksGenerates content that is useful to consumers2

http://www.lithium.com/company/news-room/press-releases/2014/lithium-reveals-the-klout-50-retail-editionhttp://www.inc.com/amazon-leads-the-way-as-the-most-influential-brand-on-social-media.html4

StrengthsAmazon has innovative ideas that keep audience engaged such as using Snapchat to provide promotional deals2

Connects with all age groups by successfully using ALL social media networks

http://www.amazon.com/gp/socialmedia/snapchathttp://techcrunch.com/2014/05/05/amazon-extends-its-shopping-cart-to-twitter/5

StrengthsIt, itself, is a social media platform (of sorts): Customer Reviews: Amazon was a pioneer for online shopping as it was one of the first platforms that allowed the interaction of customers. It retains its influence today as a real-time recommendation engine

. http://www.smartcustomerservice.com/Articles/News-Features/10-Ways-Amazon-Has-Changed-Customer-Service-in-20-Years-105131.aspx=6

Weakness

7

Over PromotionFacebook posts are purely promotional with links to products. Amazon never offers information, articles, funny pieces, contests or asks seemingly random questions to spark a conversation. Weakness

8

Too broad (no local focus)Amazon uses the same marketing strategy for every region in the country that may not be very efficient because it overlooks regional and cultural differences that affect consumer behavior.

A lack of consistent 'voice'between different social media channels. Examples: Facebook account is overly promotionalLinkedIn is more conservativeTwitter account is fun and interactive. Weakness

9

Impersonal:Some consumers may sometimes get the impression that posts are being generated by a machine rather than a person. The social media department sometimes feels out of touch. For instance, some complaints go unaddressed or addressed poorly. Weakness

NO REPLY AT ALL

10

opportunities

Content FacebookFacebook is lacking high quality images and videos. They should invest in equipment or have customers create high quality, and more organic, content by holding Show us how you use our product. This would also be a great way to create brand loyalty. Opportunities

https://www.facebook.com/Amazon/?fref=ts

12

Content InstagramWith the recent Instagram updates allows users to view post online, Amazon can take advantage and add links to their post to purchase their products. There is a boom in companies like LiketoKnow.it, where products featured to Instagram are emailed directly to the consumer for purchase. Opportunities

https://instagram.com/amazon/13

Content PinterestThe Pinterest market is more lifestyle driven, thus Amazon would benefit greatly by not just posting their products, but by posting how their products can be used. This can be done by sponsoring social influencers or bloggers to create post with Amazon products. Opportunities

Mostly Products No how to images

https://www.pinterest.com/amazon/14

Threats

Local Online Retailers:Local low-cost online retailers may surpass Amazon on shipping quickly and less expense. Regional retailers have greater product selections and better knowledge about the home market.

Threats

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Low Consumer Interest:Low customer interest in social media post. The competitor (Etsy) is going after the same e-commerce consumer audience that Amazon is. Customers decide which companies capture their interests most on social media. People cant be forced to follow, and they wont comment or like information if its not appealing enough. Threats

2285 likes1,028 likesVs.

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Negative Impressions: The impression of industry incompetence. The more business Amazon conducts, the more negative followers will bombard social media with their negative experience. When it comes to social media, there is no barrier for accessing a social media account and very few obstacles to stop customers from publishing what comes to mind.Threats

18

Social media sites

Facebook Likes: 26,239,745

TwitterFollowers: 2.1 MillionTweets: 15.2k

Pinterest Followers: 19.6k Pins: 3.9 k

https://www.facebook.com/Amazon/timelinehttps://twitter.com/amazonhttps://www.pinterest.com/amazon/

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Social media sitesInstagram Followers: 228kPost: 613Youtube Subscribers: 61,834Views: 114,023,541LinkedInFollowers: 1,365,536Employees on LinkedIn: 88,935

https://instagram.com/amazon/https://www.youtube.com/user/amazonhttps://www.linkedin.com/company/amazon

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Purpose: Social media strategy analysisAmazons strategy on Social Media is to increase brand awareness and profit/sales. By creating a powerful post or image they sell a relatable, approachable, likeable brand, which in turn creates brand loyalty.

Objectives: Brand identity: Social media is means through which Amazon can build and maintain a positive brand associationBuild brand awareness: Amazon is able to discover and connect with new customers, partners, suppliers etc. because of the exposure offered by social mediaBuild a strong costumer base: Amazon builds ties with existing and potential customers by maintaining a constant conversation through social media

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Tools: Social media strategy analysis

Target: Ages 45-54

Facebook and Instagram offer a valuable opportunity to interact with consumers and learn about their likes and dislikes as well as other feedback and trends.

Target: Ages18-35

Instagram and Snapchat offer a great opportunity to target millennials, Ages18-35 consumer, and create one-on-one customer experience. This tool may offer the opportunity for special promotions.

Target: Ages 35-54

LinkedIn is a good tool for recruitment and public relations because its user base are the most educated of all social media tools.

http://breakingeveninc.com/businesses-using-snapchat-the-pros-cons/https://www.pinterest.com/pin/260294053433452881/22

References: (n.d.). Retrieved from Forbes: www.forbes.com/sites/georgeandres/2012/04/04/bezos-tips/Amazon Profile . (n.d.). Retrieved from Facebook : https://www.facebook.com/Amazon/?fref=tsAmazon Profile . (n.d.). Retrieved from Instagram : https://instagram.com/amazon/Amazon Profile . (n.d.). Retrieved from Pinterest: https://www.pinterest.com/amazon/Amazon Tips & Tricks. (n.d.). Retrieved from Pinterest: https://www.pinterest.com/amazon/amazon-tips-and-tricks/Borison, R. (n.d.). Amazon Leads the Way as the Most Influential Brand on Social Media. Retrieved from INC.: http://www.inc.com/amazon-leads-the-way-as-the-most-influential-brand-on-social-media.htmlLithium Reveals the Klout 50: Retail Edition. (n.d.). Retrieved from Lithium: http://www.lithium.com/company/news-room/press-releases/2014/lithium-reveals-the-klout-50-retail-editionMinsker, M. (2015, July 10). 10 Ways Amazon Has Changed Customer Service in 20 Years. Retrieved from Smart Customer Service : http://www.smartcustomerservice.com/Articles/News-Features/10-Ways-Amazon-Has-Changed-Customer-Service-in-20-Years-105131.aspx=Sareen, H. (2013, September 4). Why Amazon Is the Most Social, Least Social-Friendly Commerce Platform. Retrieved from Social Media Today : http://www.socialmediatoday.com/content/why-amazon-most-social-least-social-friendly-commerce-platformSTAMBOR, Z. (2013, December 5). How social is Amazon? Retrieved from internet Retailer: https://www.internetretailer.com/2013/12/05/how-