Author Archives: indimuw

The Battle of the Clouds

Cloud computing is today’s fastest growing segment of technology. Cloud companies are categorized into three main segments: IAAS (Infrastructure as a service), PAAS (Platform as a Service) and SAAS (Software as a Service). In the first two segments, IAAS and PAAS, Amazon Web Services (AWS) is the undisputed leader, with 30% of market share and $1 billion of revenue per quarter. Competitors such as Microsoft Windows Azure, Google Cloud Platform or VMWare among others, are trying to unseat Amazon’s as the world’s leader in cloud. Does Amazon Web Services has the same dominance on social media? To analyze how Amazon compares against its rivals on social media, we’ll use the following tools: Twitaholic, Followerwonk, Topsy, Keyhole, and SocialMention. The analysis will focus on Amazon Web Services (@awscloud) and Windows Azure (@azure).

Let’s start with Twitaholic which provides basic information about Twitter users.
Twitaholic is a directory of Twitter users.
@awscloud achieves better ranking than @azure by followers and in their respective geographical area within the Seattle metropolitan area.


Followerwonk provides detailed reports on Twitter users, as well as comparison between multiple Twitter user.

Followerwonk shows us that @azure is currently more active than @awscloud, achieving a greater engagement rate, total number tweets, number of followers and a more important social authority. It is worth noting that @awscloud has more retweet than @azure.

Topsy provides social media analytics allowing to search by time and place, set alerts, and analyze sentiment for tweets.
Topsy confirms that @azure is more active on Twitter than @awscloud.


Keyhole provides real time tracking of tweets, hashtags, URl, Instagram and Facebook account.
Keyhole gives us a better insight on both @azure and @awscloud. As shown in the picture below, we can see that @azure has more original post that @awscloud, but the later has more retweet than the former. They both are located in the same regions, with an important presence in North America, western Europe, and Australia. Emerging countries such as India and Brazil are also very active. It’s very interesting to note that China and Russia are not represented. Tweets for both accounts are cloud related, with more sources for @azure. Finally, the demographic of twitters for both products is male centric.


Social Mention
Social Mention is a social media search engine that searches user-generated content such as blogs, news, videos.

Once again, Social Mention confirms the important engagement of @azure, confirmed by its strength and passion. The overall sentiment for both companies is neutral, with slightly more negative for Microsoft (7 vs. 3).


“The Battle of the Clouds” on social media is won by @azure, but @awscloud has become more engaged. It is hard to tell if the edge Microsoft has on social media is due to the fact that Azure is playing catch to Amazon Web Service.


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by | May 18, 2014 · 11:04 pm

The Coca Cola Company vs. PepsiCo

In the last decade, the Coca Cola Company and PepsiCo Inc have both embraced social media in order to reinforce their global presence. Their marketing strategy ranges from the use of quintessential social medial tools such as Twitter, Facebook, LinkedIn and YouTube to new and innovative projects as well as mega global campaigns aimed at generating buzz and media content about their wide range of products. To that effect, on New Year’s Day 2010, Coca Cola started “Expedition 206”, a campaign that enlisted three young adults tasked to travel to the 206 countries where Coca-Cola was sold at the time and find out what makes people happy in those countries. The campaign was a success as the globetrotters documented their journey through blogs, Twitter and Facebook updates, Flickr photos, and YouTube video. According to [5], the project generated 650 media impressions worldwide throughout 2010. On April 30, 2012, PepsiCo started a global campaign of its own called the “Live for Now” campaign. According to PepsiCo’s press release, “’Live for Now’ embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values” [3].
On March 22, 2011, Coca Cola helped the band Maroon 5 write a song in a program that generated content from fans through Coca Cola music. Fans were able to weigh in the lyrics, and rhythm of the new single. The project represented an innovative real time marketing approach aiming at promoting social media discussion.
In light of the pioneering methods used by Coca Cola in the global marketing campaign as previously highlighted, it appears that the company has an edge over PepsiCo when it comes to take the social media to the next level. However, an analysis of the numbers of their followers and interactions do not show a huge difference as shown below.


Both Coca Cola and Pepsi face some of the same challenges on social media in terms of geo-presence and the multitude of their products to convey a single and clear message that represents the brand as a whole but at the same time reflect the particularity of each product. As a result, both companies have plethora of regional and product specific pages that at times give the impression of an incoherent social strategy.

1. 5 Ways Pepsi’s Use of Social Media is Right On
2. Coca Cola Expedition 206.
5. Expedition 206: Revisiting Coke’s Epic Quest for the Source of Happiness

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