SWOT Social Media Analysis

Universal Orlando ResortDaniela Ferris, Janine Frade, Christina Morton, & Michael

Sanchez

BACKGROUNDOpened and founded on June 7, 1990

Location: Orlando, FL

Owned by NBCUniversal and its associates

Commonly known as simply Universal Orlando

Second-largest resort in Greater Orlando after Walt Disney World

Consists of:Two theme parks (Universal Studios Florida & Islands of Adventure)

Universal CityWalk Orlando (a night-time entertainment complex)

Five Loews Hotels

Loews Portofino Bay Hotel

Hard Rock Hotel

Loews Royal Pacific Resort

Cabana Bay Beach Resort

COMPANY CULTUREVision

To be recognized as the number one entertainment destination in the world!

Mission StatementTo provide an environment where our Team Members are proud to work, deliver

unforgettable experiences to our guests, and generate superior financial returns.

ValuesRespect - We believe in mutual respect and value the worth of every team member.

Teamwork - We will promote teamwork at all levels and across all divisions.

Open Communication - We encourage open, two-way communication at all levels of the company.

Honesty, Trust & Integrity - We will act in an honest and trustworthy manner based upon a high level of professional integrity.

Recognition - We will recognize and reward our team members for superior performance in serving our guests and promoting company values.

Fun! - We are committed to providing a fun environment, which allows our team members to enjoy their work

STRENGTHSSpecial themed events throughout the year (shown on the next slide

in more detail)

Present on multiple social media platforms

Has their own hashtag #UniversalMoments

Includes two theme parks, four hotels, and a night-time entertainment complex

Second-largest resort in Greater Orlando

Offers methods of transportation from the airport, all 30 Universal Partner hotels, and other theme parks

Social engagement center allows team to address guest comments/concerns in real time

Discounted ticket prices for Florida residents

EventsHalloween Horror Nights (HHN)

Halloween themed event that takes place at night in Universal Studios Florida during the month of October.

Rock the UniverseAn annual two-day Christian rock music festival which typically occurs in early September.

Summer Concert SeriesOccurs during normal park operating hours on select Saturday nights.

Grad Bash and GradventureTwo separate events held in April and May designed for high school graduating seniors and middle

school graduating students.

Macy’s Holiday ParadeA month long holiday event in December that highlight the Christmas celebration.

Mardi GrasA parade and concert series inspired by New Orleans which takes place from February to April.

WEAKNESSESTimeliness

Universal Orlando has created apps that enhance the Social Media experience, however the app that was created for the annual Mardi Gras event did not come to be until the final night of this year’s event

Does not have history and nostalgia like Walt Disney World and their mouse mascot, Mickey Mouse

35 attractions have closed down since the park opened in 1990

Lacks longevity and consistency due to its updateable and “hipper” nature

OPPORTUNITIESGreen is Universal Campaign

Green is Universal is a company-wide initiative to improve environmental efficiency

Company should put a greater emphasis on this initiative - improves goodwill among community

YouTubeCompany should utilize YouTube to enhance “behind the scenes” experiences

Would allow fans to feel like they have insider information about the parks

THREATSWalt Disney World (Orlando, FL)

1.82 Million Twitter Followers, 14.9 Million Likes on Facebook

SeaWorld (Orlando, FL)105K Twitter Followers, 1.5 Million Likes on Facebook

Busch Gardens (Tampa, FL)39.2K Twitter Followers, 544K Likes on Facebook

SOCIAL MEDIA SITE - GOOGLE PLUShttps://plus.google.com/+UniversalOrlando/videos

1,928 followers

73+ million views

SOCIAL MEDIA SITE - TWITTERhttps://twitter.com/UniversalORL

@universalORL

21.1k tweets

314k followers

15.7k favorites

SOCIAL MEDIA SITE - FACEBOOKhttps://www.facebook.com/UniversalOrlandoResort

1.4+ million likes

1.6+ million “people have been there”

SOCIAL MEDIA SITE - INSTAGRAMhttps://instagram.com/universalorlando/

@universalorlando

634 posts

401k followers

SOCIAL MEDIA SITE - YOUTUBEhttps://www.youtube.com/user/UniversalOrlando

50,483 subscribed followers

SOCIAL MEDIA SITE - LINKEDINhttps://www.linkedin.com/company/universal-orlando

3635 Users listed as Employees

#UniversalMomentsDiscover what is being posted on different social media platforms using the hashtag

Essentially markets Universal through their followers constant and relatable posts using the hashtag

Entices non-followers to follow

#AskUniversalGuests can use this hashtag on social platforms to connect with the dedicated social

media team

Engages their followers and allows them to directly communicate any concerns, inquiries, and even possible improvements with the team

#UniversalStudiosFloridaReminds people of the location and differentiates posts from this location and the

other two in Japan and California.

SOCIAL MEDIA STRATEGY ANALYSIS

ANALYSIS OF SOCIAL MEDIA TOOLSThis link demonstrates an analysis of users @UniversalORL follows on

Twitterhttps://moz.com/followerwonk/analyze/@universalorl

Segmented into demographics and psychographics including:Gender

Location

Twitter Activity

Active Hours

This link depicts the total engagement, content, content details, total fans, and top day/time for engagement, to name a few, of the Universal Studios Facebook Fan page.

https://freereports.simplymeasured.com/viewer/htiawpfvjxkwflghbxz2cxcdvpapdy/2381115?id=1420188#/tabs/FacebookFanPage

REFERENCES Life in Our Universe. (n.d.). Retrieved October 25, 2015, from http://www.universalorlandojobs.com/the-

universal-way/life-in-our-universe

Kubersky, S. (2015, April 19). Universal Orlando Tests Mardi Gras Guide App. Retrieved October 25, 2015, from http://blog.touringplans.com/2015/04/19/universal-orlando-tests-mardi-gras-guide-app/

Dineen, C. (2015, July 28). Universal seeks to serve virtual social butterflies. Retrieved October 25, 2015, from http://www.orlandosentinel.com/business/tourism/os-cfb-tourism-column-0727-20150726-story.html#

World Class Theme Parks | Universal Orlando Resort®. (n.d.). Retrieved October 25, 2015, from https://www.universalorlando.com/Theme-Parks/World-Class-Theme-Parks.aspx

Niles, R. (2013, August 18). Theme park history: A short history of Universal Studios Florida. Retrieved October 25, 2015, from http://www.themeparkinsider.com/flume/201308/3609/

Theme Parks. (n.d.). Retrieved October 25, 2015, from http://www.greenisuniversal.com/learn/about-us/theme-parks/

Ostroff, J. (2013, March 15). Disney World vs. Universal Studios: A Comparison of Two Theme Parks. Huffington Post. Retrieved October 25, 2015, from http://www.huffingtonpost.ca/2013/03/15/disney-world-vs-universal-studio-orlando_n_2879282.html