12/10/12

Account Planning 2

Konrad Burchardt

Brand: Fox Rent a Car.

Fox Rent a car has one of the lowest rates in the market they are a

average Rental car company that started 20 years ago. Fox rental car is

not very popular compared to the competition and the digital presence

of Fox rent a car is not very powerful. They have a Facebook fan page

that is full of negative messages which gives the company a bad

reputation if new users come to check the webpage. They also have a

twitter account were they just tweet news and discounts which is very

good but it could be more efficient.

Company Analysis

Fox rent a car was founded in 1989, as a discount brand to airport

travelers. Fox was managed by its founders and had a very good

organization. Fox rent a car is on the 14 major airports across U.S and is a

private-owned company. They are based in Los Angeles California.

Competitive Analysis

Budget, Enterprise and Hertz are the major competitors for Fox. They

have a very good float of cars and have competitive prices. They are

located in almost every airport around the U.S.

Consumer Analysis

Rental cars are something that most of the business man and people

that travels uses. The average age is from 25 – 50. There are various type

of consumer but I will specify 3. The first one is the one that rents the car

for just transportation and is looking saving money. He just needs to move

from place to place. The second consumer is the one that wants a car

that can fits their needs. For example a luxury car because he has

something important to do, Like a business or just because he wants a

nice looking car.

Category Analysis

This category usually you can find it on those airports. Because that is

where most of the rental car users arrives. You can also find it hotels and

tourist places.

SWOT Analysis.

Strength: Lower price than the competition

Strength • Lower prices than the competition.

• No 25 year old Fee • Credit card is not

mandatory • Very good deals each

month

Weaknesses • Float of car is not as big as the competition.

• Luxury car division is poor. • They are not in every

airport in the U.S • Very poor social media

advertising • Bad reputation on the

internet • People are not familiar

with the brand Opportunities • They can grow and start

new business in other airports

• U.S is a very tourist country • Competition is not worried

about them because is still a very small company in comparison to Hertz, budget, enterprise.

Threats • Gas Price • Economy • Insurance price

Research Guide

For my Research guide we used different social tools such as Topsy.com.

Were we can see who tweet about Fox rent a car. We analyzed some of

the Tweets and we got into the conclusion that a lot of people had a

very bad experience with Fox rent a car. We also went into their

Facebook Fan page were we found a lot o negative comments and

complaints about the bad service they give.

Today Consumers are not very happy with fox rent a car. You cannot

rate a rental car for many things because they just give a service. But

many people say that the attention is very bad. We found some

examples on tweeter were people were complaining about the service

Here are some examples taken from Tweeter

We also found some complains from customers on their Facebook Fan

page.

We used also Socialseek.com. We could also see the same that we saw

on Topsy.com about the tweets. We also noticed here that a lot of SPAM

is made by Fox rent a car. There are a lot of tweets containing discounts

and coupons.

Here are some example:

Brainstorming(notes)

• Low prices

• Facebook fan page boring

• Average rental Car Company

• Very competitive prices

• Not as big as hertz

• People are not very familiar with the brand

• Very low social interaction.

• Very bad reputation on the Internet.

• Hidden fees.

• Gas price is getting expensive.

• They are small so they can keep on growing.

• Fox rental car has a very ugly and old school logo

• New logo

• New design for the web page and brand

• Spam made by the brand

Creative Brief

What is the problem?

Fox rent a car is not having a good online strategy. They use social

media, but they could use it a different way and take more advantage

of it. As we saw in our consumer analysis we could see that Fox rent a car

consumers share things on twitter. But we are not taking advantage of

this.

Who is this among?

Male/female who travel often and need a good rental car service. Ages

25-50. Most of them have a smartphone where they are part of a social

platform such as Twitter, Foursquare Facebook or Tumblr.

How are we most likely to solve the problem?

We need to improve their social media efforts. We will use the same tools

and add other tool to create a better and more interactive strategy.

With this we will take advantage and we will make direct contact with

unsatisfied customers.

Why?

We want to give fox rent a car a new image when it comes to social

media. We want to make them a well-known brand that takes care of

their customer and participate in every channel. Also we want to hear

and solve the customer problem. If they tweet something bad about us

we want to know why and how to solve or improve that complain.

The inspirations?

Give a better service and let the customer be heard.

Requirements?

Facebook, Twitter, Foursquare, Tumblr, Agora Pulse, Google,

Google/Alerts, Topsy, Social seek.

What will success look like?

Success for us will be when we create communication between tour

customers but only with our social media platform. We will achieve

success when people congratulate us for our concern for the customer.

Positioning Statement

Fox rental Car is a small rental agency that wants to grow and be known

between others. They are not as known as the competition but if you

compare prices they have the best prices from all. People are not

familiarized with this brand. We will use social media as our first channel

to interact with our customer and our potential customers. We will use

Facebook, Twitter and foursquare and will separate it in different

categories. News, Claims, Comments, etc. Nothing will be mixed.

We will give fox rental car a new name between the rental car options.

Problem/ Challenge and Digital Strategy and Plan.

Problem: The social media effort is very poor. People don’t know the

brand and they have a mix between claims and negative comments

with news, offers, etc.

Challenge: The challenge is to use the social media tool but in a different

way. This will change the way people look at fox and will create a closer

brand to the customer. It would also help fox to be known between the

customers.

Digital Strategy: We will use Facebook, Twitter, foursquare and Tumblr.

We will also use some monitoring tools for these sites. Agora Pulse,

Engagio, Topsy and social seek.

Facebook: In Facebook we will still use the same Fan page that fox is

using right now. The problem today is that there is not any filter in that

page. If you go in you can see all the negative post from angry

customers complaining about something. That is not good for fox. If I am

a new customer and I want to see how is the brand I will go to Facebook

and I will se all of those negative posts. We will create a new page name

Claims. For this we will use I frames and link the page to the fan page.

We will let people send us their claims and we will have people working

24/7 answering those claims. If some one post on the front page a

negative comment that will be censored and will be pass to the claim

web page. This will create a better image when new and recent

customers go into the Fan page. We will also create a new page using

the same method (I Frames) that will be called your trip. We will let

people share their good experiences in their latest fox rent. So people will

share their stories and this will create also a better image to fox rent a

car. How are we going to make people post their stories? We will give

discounts, each of the stories will have a like button so each like will be

equivalent to a 0.05% that will increase if they have more discounts.

For example if the story has 100 likes they will have a 5% discount in their

next fox rental. The third page will be a live chat where you can speak

with someone from fox and make a new reservation. The fourth Page will

be a Reservations page were you without login out of Facebook make

new reservations right away. This will be use full for Fox to because we will

use the information that Facebook provide us and we will also create a

separate database of Facebook users. We could use this later to send

offers and special promotions.

Redesign Facebook FanPage Template Fox Rentacar

Only  positive    Comments  

Actual Facebook Account

Twitter: Twitter will be something similar of what we are doing on

Facebook but this will be harder to manage. We will create different

accounts. The first account will be named @Foxrentacar. This will be the

primary account were we will give news, promotions new things that are

happening in our company, shootout to people, etc. We will try not to

mix this account with any of the others but when ever some one tweet to

this account and the tweet has nothing to do with this we will send and

inbox to the user which the respective account name. The second

account will be named @foxrentacar_claim. This account will only

answer claims by twitter. People will post their problem or concern and

will add @foxrentacar_claim and our team will answer them and try

archive the claim and try to look for a solution. The third account will be

NEGGATIVE  COMMENTS    

@foxrentacar_help. This will be only for twitter users that are aware of this

account. We will give free on road assistance to the people that need

help and instead of calling to our road assistance number. They tweet for

help. We will have a team 24/7 working on this. Here we will also be using

Foursquare. So people can check in in the place of the problem and

tweet their location with @foxrentacar_help we will contact them by

direct message and we will send help. The Good thing about this is that

our tow or help will have an automatic check in that will be check in

every 10 minutes. So the customer that has the problem will know where

is the tow and how far is he from them. This service will be absolutely free

because is a experiment. So we will give this for free only for the people

that uses twitter. If people don’t use twitter they can take the on road

assistance insurance that cost $5 extra.

Redesign Twitter Template @FoxRentacar

INFO    TWITTER    ACCOUNTS  CUSTOMER  SERVICE    NUMBER      

Actual Twitter Account

Tumblr: We will use this tool just as a blog. We will link this blog to the

Iframe that we have on our Facebook about stories and we will be using

both to create a positive webpage were people can share their good

experiences with our rental cars.

Agora Pulse: This tool will be used to get the maximum benefit from

Facebook. This tool helps to manage and grow the Facebook presence

and has a broad range of functionality. We will use this tool to Update

content on our Fan page. We will also schedule updates and target

updates. Based on States and time of the year.

With this tool we are going to also see the Analytics. Facebook has their

own analytics but Agora gives a detailed analytic module that gives an

over view to see how our pages and post are preforming.

Agora Pulse Preview

Engagio: This tool is one of my Favorites and is one of the best. This tool

helps you manage all of your conversations in one place. This tool will be

very helpful for us in twitter. We would also use this tool to track

conversations from other people that are using our brand. So we can

see if they are talking positive or negative.

Engagio Dashboard Preview