Author Archives: qipengwu

Social Analytics – McDonalds vs BurgerKing

McDonalds

SocialMention

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Topsy

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BurgerKing

SocialMention

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Topsy

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There seem to be a lot more tweets about McDonalds than BurgerKing, based on TOPSY, 1,961,830 vs  267,282 for the past month. However, sentiment favors McD(13:1) way more than BK(2:1). It is weird that even with way more tweets, SocialMention still shows a little better reach for BK than McD, as well as better number for passion. Strength indicator matches between both tools, where SocialMention shows 50% for McDonalds and 35% for McDonalds. Data from both sites also varies a little bit when different keywords were used to search for results. “BK”, “BurgerKing”, “Burger King” all generated quite different results on Socialmention. Because McD generated more tweets, most of the positive sentiments are coming from people tweeting being hungry and in need of some cheap quick food, exactly the target demographic McD targets. Both McD and BK tweets have similar trends as far as number is concern. It seemed they both do a pretty good job maintaining a pretty big social foot print. However, McD definitely do a better job generating a big fan base who consistently generates social content to keep McD popular and relevant in the social world.

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WWF – World Wildlife Fund

–Does it look like they follow a content calendar?

WWF puts in a lot of effort in maintaining their social media channels, actively publishing content across all four of their social media channels, Facebook, Twitter, YouTube and Google+. They post very regularly on Facebook and Twitter, almost every day, especially active on Twitter, publishing on average almost over 10 tweets a day. Their activities on YouTube and Google+ is less frequent, since it is harder to generate video content and G+ being such a young and less used social channel.

–How many people contribute to the social channels?

WWF publish really high quality content, lots of visually appealing Facebook updates and tweets. They have large followers on both FB and Twitter and interaction with followers are very frequent, with WWF retweeting followers tweets and commenting on FB comments. There are also discussions around environmental issues hosted on its FB page that also gets a lot of attention from its followers.

–What is the message they are getting across?

Copied from their FB about page,

“WWF’s mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth. Our vision is to build a future where people live in harmony with nature.”

They do a pretty good job adhere to their mission and vision statement. They raise global awareness for natural preservation through storytelling and they use all their social channels very effectively.

–Who are they trying to reach?

They target a pretty global audience, saving animals and preserving nature, raising awareness for pressing conservation issues all over the globe. They are targeting people who are mindful of environmental and wildlife preservation issues. They are also targeting raising awareness amongst the younger generation who are the owner of the future and who will be carrying the torch forward.

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McDonalds vs BurgerKing

What’s up TMMA fast food lovers! Put your hands up if you’ve had sinful midnight junk food cravings. Where you gonna go? McD or BK? Big Mac or Whopper? Here’s a quick look at their social media footprints and see if that changes your mind. In case you’ve noticed the #MissingB at the beginning of this paragraph, you’ll find it somewhere at the end.

McDonald Burger King
Website http://www.mcdonalds.com https://www.bk.com
 
Facebook
   Likes 30,536,439 6,867,008
   Address https://www.facebook.com/McDonalds https://www.facebook.com/burgerking
   Posting Almost daily Almost daily
Tritter
   Tweets 20.3K 6,970
   Following 13.6K 3,290
   Followers 2.27M 575K
   Address https://twitter.com/McDonalds https://twitter.com/Burgerking
Youtube
   Subscribers 24,375 28,080
   Views 10,632,332 1,490,214
   Address https://www.youtube.com/user/McDonaldsUS https://www.youtube.com/user/bk
Instagram
   Followers 129,617 11,102
   Following 40 29
   Posts 93 159
   Address http://instagram.com/McDonalds# http://instagram.com/burgerking#
G+
   Views 882,749 3,026,002
   Address https://plus.google.com/106062813186522446847 https://plus.google.com/+BURGERKING
   Followers 28,440 21,862

McD clearly has a bigger virtual fan base than BK. It looks like McD started investing in social media relatively early and probably has invested a little bit more on maintaining their online presence than BK. McD has bigger presence in every social media except for G+, where their views number is smaller than BK’s. Even so, McD still has more followers on G+ than BK. McD’s online image seems to have stayed relatively on the friendlier side, while  BK stays relatively on the edgier side. That aligns to their traditional corporate image more or less.

As far as posting cadence, both companies try their best to keep their content fresh and up to date. Again, McD has way more YouTube videos than does BK. McD also does a pretty good job keeping their video portfolios interesting and diverse. There are funny commercials with famous athletes, as well as heart warming stories about McD fries made from potatoes farmed by a Washington farmer, who is #Hardworking, #SecondGenerationImmigrant, #Hispanic, #AmericanDreams, etc. (How many different customer segments can one character target? Kudos to McD marketing team.)

I would say both companies does a fairly decent job keeping up their online presence and stay connected with their younger generation customers through various social media channels. For those of you still looking for the #MissingB, that would be in the crave-satisfying #BKWhopper I just had;)

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