Author Archives: zrichgypsy

Is there really a differrence between H-D and Honda?

So, I have this lovely 3rd assignment with a deadline looming, not to say I am procrastinating, but it is getting along well towards the end of the deadline.  I decided to pick two companies to compare their social media content and social authority that are in a similar industry but could be considered polar opposites: Harley-Davidson (H-D) and Honda.  In the spirit of full disclosure, I own and ride both and there is nothing better than seeing people’s reaction when I ride my Honda Goldwing wearing my Harley regalia and vice versa (I wish I had a camera each time).

Using Follower Wonk, I was able to pull up the below Twitter statistics for both H-D and Honda:

 Harley-Davidson

Milwaukee, WI

Social Authority: 71

Followers: 196,388

Days on: 2,023

Retweets: 20.0%

@Contacts: 1.0%

URL tweets: 68.5%

 Honda

Torrance, Calif.

Social Authority: 79

Followers: 300,178

Days on: 1,817

Retweets: 0.5%

@Contacts: 85.5%

URL tweets: 13.0%

Of note, there were some significant differences and only two similarities in the profiles.  This is my rundown of the numbers:  H-D Has less than 200K followers while Honda has over 300K, but H-D retweets 20% of the time vs Honda’s .5%.  I attribute this to H-D creating a more personalized voice relating more to their follower directly and individually while Honda gives a voice of communicating via a call or service center (customer support).  Honda appears to reaches out @Contact much more than H-D, which I believe is because Honda is using a customer resource management (CRM) tool and H-D is using the initial tweet to reach out.  The social authority and days on were, in my opinion, close with H-D being on ~200 days earlier, but Honda indicated a bit stronger in the social authority scale, perhaps due to the larger follower base.

 I also found very interesting information on individuals whom the companies follow, and that there is a very small (.1%) overlap in where both H-D and Honda follow the same individuals (there may be more people like me out there in the web verse).  While each company followed roughly the same number of individuals, the ratio of users followed by H-D was much higher at 5.3% (1049/196388) to Honda’s 3.9% (1180/300178), given H-D’s smaller follower base.  Of particular note, there were 3 users that both companies followed, the following information refers:

 Comparison of users Harley-Davidson & Honda follow:

1,049 users followed by Harley-Davidson

1,180 users followed by Honda

followed by Harley-Davidsons: 1,046 (47.0%)

followed by Honda: 1,177 (52.9%)

followed by both: 3 (0.1%)

Combined total followed: 2,226

 Final observations:

 I was expecting that given my experience with both companies, I was quite surprised at the extent that H-D engaged via Twitter and the size of the population following both companies.  I was also quite amazed that I was (without much outside influence) be able to figure out how to use an analytical tool for the social media, and able to easily gather information that is useful.  I believe the experience helps me understand better the power of the tool and the media used to reach out to customers and has inspired me to develop and incorporate a SMM element  with my own business.

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ProCon.org: Pros and Cons of Controversial Issues

In researching this topic, I found an interesting site (www.procon.org) that looks at non-violent video gaming, which relates to our non-profit, and other socially responsible topics in particular http://videogames.procon.org/.

 

Does it look like they follow a content calendar?

Overall, no.  The content is republished from multiple sources and does not appear to follow a schedule or pattern; however, the site tracks and reports on a whole bunch of metrics.

 How many people contribute to the social channels?

It is unclear exactly how many people contribute, by the site has a great page with metrics on followers, tweets, likes, mentions, and other information that is very interesting:  Please refer to : http://www.procon.org/metrics.php

 What is the message they are getting across?

There are many social issues being posted and tracked, but I believe the message that they are trying to get across is ways to spark critical discussion and debate by unbiased reporting on social and educational issues and to generate supporters who will in turn donate to the mission of the organization. http://www.procon.org/about-us.php

Who are they trying to reach?

It is not so much of “Who” they are trying to reach, but “what”….what they are trying to reach is the pocketbook of donors for sustaining the 501 (c) 3 charity. https://www.stayclassy.org/checkout/donation?eid=24854

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How do you roll – Red or Green?

We had wonderful weather this weekend – wouldn’t you agree? It was good enough that I even had an opportunity to get some gardening done around the farm, which gave me ample opportunity to contemplate a bit of comparison of my machinery as I soaked up the rays (and got some of the “honey-do’s” done). I have a very new Mahindra 7060 that I use for some of the work such as tilling and material handling, I also have a John Deere 6300 which can do much of the same, but not exactly. While both are reasonable the same horsepower, the Mahindra is compact and quite sturdy; I can easily do work in the greenhouses, out in the fields and the short wide wheel-base makes it a very stable platform on uneven ground. The John Deere is large and tall, so work inside enclosed spaces is not recommended. On steep terrain, it is not as comfortable; since the high center of gravity makes it an uncomfortable ride. One thing that the John Deere does excel at is that the operator controls are very friendly and easy to use, such as no clutch shifting and automatic (Power-shift™). The Mahindra, well it does kind of act like a Willy’s jeep in the operator controls area – no frills, just total utilitarian.

So, I also decided to look at their methods and channels of outreach, since these are two quite large companies – and I was quite surprise on what I found:

John Deere (www.johndeere.com) has been in business since 1837, and value integrity, quality, commitment and target markets in the US, Canada, Europe, Brazil, Russia, India and China. The company’s outreach is through its dealerships, TV, Radio, email, Facebook (211,648 likes), Twitter (2474 tweets), YouTube (581 videos), LinkedIn (110,581 followers), Instagram and RSS. This is pretty impressive, but the content is more to impress shareholders and current owners of the products. There is no discussion or comparison of other makes – the entire message is nothing but green and yellow.

Mahindra (www.mahindrausa.com) is much like its products, touch and utilitarian. The company has only been around since 1945 – first building Willy’s jeeps for the growing Indian continent, and through partnerships with International Harvester into tractors. Their channels of outreach are via the website, Facebook (1837 likes), Twitter (471 Tweets), and YouTube (69 videos) and most content is comparison of Mahindra products to all competitor, with side-by-side comparison of comparable John Deere, New Holland and Kubota products. There is a sense that Mahindra is out to penetrate the market and to show that, for the price, their products out-perform, out-lift and out-pull all the competition and they tout themselves as the largest agricultural manufacture in the world – but how can that be?   I never have seen a TV Ad, no radio spots, nothing…but I somehow ended up owning one. Then I looked farther to the parent company, Mahindra-Mahindra (www.mahindra.com) and the picture becomes much clearer on the outreach, in addition to the above mentioned channels, the parent company is pushing information out through another 300 channels, from 100zakladok to ZingMe – Mahindra is definitely pushing for market penetration in this market space and others as well: Aerospace, defense, hospitality, leisure, real estate and much more.

I’ll wrap up by sharing my final observations – John Deere, New Holland, Kubota, Lamborghini, Fiat, Case/IH and others best beware of the tenacity and drive to compete that Mahindra is demonstrating of you may find yourself in a similar predicament as the Big-3 when Toyota meant business.

 

 

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