Differentiation
Photo Courtesy of Johnny’s BBQ
When Kansas City BBQ lovers use their social media, they are often presented with ads of some of the top BBQ restaurants in town.
Following is a social media comparison of two similar BBQ restaurants, which are very much local competitors in the Kansas City Metro area.
Zarda BBQ
Social Media Channels Used:
Twitter (https://twitter.com/ZardaBBQ) Reach: 2,585 Following / 2,715 Followers
Facebook (https://www.facebook.com/ZardaBBQ/) Reach: 9,265 Likes / 9,170 Following
Instagram (https://www.instagram.com/zardabbqkc/) Reach: 535 posts / 1,085 followers / 596 following.
Total Posts over the last 30 days:
Twitter (17), Facebook (17), Instagram (15)
Joe’s Kansas City Bar-B-Que
Social Media Channels Used:
Twitter (http://twitter.com/joeskc) Reach: 260 Following / 21.6K Followers
Facebook (http://facebook.com/joeskcbbq) Reach: 109,856 Likes / 106,974 Following
Instagram (http://instagram.com/joeskc) Reach: 400 posts / 28.8k followers / 161 following.
Total Posts over the last 30 days:
Twitter (16), Facebook (31), Instagram (14)
Things they do the same
Zarda and Joe’s compete for the same customers in the Kansas City Market. Joe’s has 3 locations and Zarda has two locations with both companies having a presence in Kansas and Missouri.
Following are things that both companies do the same in their social media channels:
- Use the same primary channels of Twitter, Facebook, and Instagram
- Posting professional photography in almost all posts
- Share/Retweet posts of other companies that are highlighting their BBQ.
- Highlight food specials for delivery, events, and holidays
- Both companies created their Facebook pages in 2009
- Both companies utilize media to enhance their image (i.e. Chiefs player that eat the BBQ)
Things they do differently
Zarda and Joe’s most likely look at the analytics of their social media campaigns. They also probably keep track of what each other does in the separate channels.
Following are things that both companies do differently in their social media channels.
- Joe’s has a considerably larger reach with more likes/followers across all three channels
- Joe’s has almost the amount of Facebook posts over the last 30 days (31)
- Zarda seems to include an image with almost every post/tweet on all channels, where Joe’s does about 85% of the time.
- Joe’s has only 400 posts on Instagram while Zarda has 535.
Who is doing it better?
As a business, it’s quality, not just quantity, that you should be striving for (Hootsuite, 2020).
So if you had to put money on it, who would you say is having better luck with their social media efforts? If you look at just followers, Joe’s seems to have a major advantage.
Without having access to their analytics for each channel, it is impossible to say what call-to-actions are happening or what conversions are happening with a specific BBQ special.
Personally, I believe Joe’s has had a bigger brand influence on me from social media channels. If you look at the numbers, Joe’s primary channel is Facebook. I am assuming they have identified that their buyer persona is using Facebook more than the others.
No matter whose BBQ you eat, it is for sure that each of these companies sees social media as an important vehicle for their brand.
References:
Hootsuite. (2020, August 13). How to Increase Social Media Engagement: A Guide for Marketers. Retrieved December 14, 2020, from https://blog.hootsuite.com/social-media-engagement/
Recent Comments