This document discusses social media analysis and strategy for an organization. It provides statistics on the organization's social media presence and follower counts across various platforms. It identifies areas for improvement, such as adding more diversity of content formats and tone. Competition and the organization's strengths, weaknesses, opportunities, and threats are analyzed. The document then outlines strategies for user-generated and self-generated content, including empowering consumers, building social authority, and distribution across websites, videos and blogs. The overall goal is to increase brand awareness, loyalty and interaction with audiences.

1. SOCIAL MEDIA
analysis
TEAM A

2. INTRO & BUSINESS MODEL

3. INTRO & BUSINESS MODEL
Spanish tourism…

4. INTRO & BUSINESS MODEL
Spanish tourism… Gastronomy…

5. INTRO & BUSINESS MODEL
Spanish tourism… Gastronomy…

6. +91,000
PRESENCE ON SOCIAL MEDIA
LIKES

7. +91,000 38.5K
PRESENCE ON SOCIAL MEDIA
LIKES FOLLOWERS

8. +91,000 38.5K +
5,000
PRESENCE ON SOCIAL MEDIA
LIKES FOLLOWERS FOLLOWERS

9. PRESENCE ON SOCIAL MEDIA
985
FOLLOWERS

10. PRESENCE ON SOCIAL MEDIA
702
FOLLOWERS
985
FOLLOWERS

11. 262
PRESENCE ON SOCIAL MEDIA
702
FOLLOWERS
985
FOLLOWERS FOLLOWERS

12. 1,005
PRESENCE ON SOCIAL MEDIA
SUBSCRIBERS

13. 1,005
PRESENCE ON SOCIAL MEDIA
SUBSCRIBERS
574
FOLLOWERS

14. 1,005
PRESENCE ON SOCIAL MEDIA
SUBSCRIBERS
574
FOLLOWERS

15. INTERACTION RATE & CONTENT

16. INTERACTION RATE & CONTENT

34. Active,
2
posts
per
day
Highly
Active,
3
to
4
tweets
per
day
Semi-­‐active,
1
image
every
2
days
Potential improvement areas
• The
management
of
the
accounts
is
rather
predictable.
• Lack
of
diversity
of
formats
(sharing
links,
pictures,
videos,
vines,
etc.)
and
content
(information,
providing
reviews,
practical
tips,
etc)
• Absence
of
usefulness,
functionality
and
practicality.
The
publications
are
basically
informative
and
they
do
not
transmit
the
company’s
passion
for
and
commitment
to
gastronomy
and
travel.
• Overlap
in
the
blog
posts
and
the
different
publications
displayed
on
the
website
• Tone
of
voice
• Great
generators
of
content
• Most
of
the
content
is
produced
by
Guía Repsol
• Great
potential
in
platforms
such
as
Instagram
or
Pinterest,
which
make
a
great
use
of
images,
videos
and
vines
Active
Strong points
IN CONCLUSION

35. The challenge
“ There’s
no
sense
of
unity
in
the
“strategy”
& the
conversation
between
the
brand
and
the
user
simply
doesn’t
exist.

36. INDIRECT COMPETITORS

37. SWOT ANALYSIS
S W
O T

38. SWOT ANALYSIS
S W
O T
• The
Spanish
Market
only.
• Wide
approach
when
travelling.
• Content
curation.

39. SWOT ANALYSIS
S W
O T
• The
Spanish
Market
only.
• Wide
approach
when
travelling.
• Content
curation.
• The
use
of
Maps.
• Current
positioning.
• Lack
of
digital
strategy.

40. SWOT ANALYSIS
S W
O T
• The
Spanish
Market
only.
• Wide
approach
when
travelling.
• Content
curation.
• The
use
of
Maps.
• Current
positioning.
• Lack
of
digital
strategy.
• Expand
expertise
for
younger
audience.
• Re-­‐design
digital
platforms.
• New
Social
Media
Strategy.

41. SWOT ANALYSIS
S W
O T
• The
Spanish
Market
only.
• Wide
approach
when
travelling.
• Content
curation.
• The
use
of
Maps.
• Current
positioning.
• Lack
of
digital
strategy.
• Expand
expertise
for
younger
audience.
• Re-­‐design
digital
platforms.
• New
Social
Media
Strategy.
• “Old
Fashioned”
Brand.
• New
digital
platforms.
• Travel
Guides
with
services
included.

42. CONTENT AND
DISTRIBUTION
STRATEGY

43. USER-GENERATED CONTENT STRATEGY
Empowering
THE CONSUMER

44. USER-GENERATED CONTENT STRATEGY
Empowering
THE CONSUMER
Creating avenues
FOR DIALOGUE & CONVERSATION

45. Real-time interaction
WITH AUDIENCE
USER-GENERATED CONTENT STRATEGY

46. Increasing
BRAND AWARENESS & LOYALTY
Real-time interaction
WITH AUDIENCE
USER-GENERATED CONTENT STRATEGY

47. #GRMoments

48. VIDEO CONTEST
Cynthia Boras 350
Votes

49. PROJECT GUIA REPSOL

50. PROJECT GUIA REPSOL
#PGRtravelbuddies

51. PROJECT GUIA REPSOL
#PGRtravelbuddies

52. PROJECT GUIA REPSOL
#PGRtravelbuddies

53. OTHER FORMS OF USER-GENERATED CONTENT
Surveys
& FORUM

54. OTHER FORMS OF USER-GENERATED CONTENT
Surveys
& FORUM
Travel
DIARIES

55. OTHER FORMS OF USER-GENERATED CONTENT
Surveys
& FORUM
Travel
DIARIES
Instagram
TAKEOVER

56. OTHER FORMS OF USER-GENERATED CONTENT
Surveys
& FORUM
Travel
DIARIES
Instagram
TAKEOVER
Contest
& QUIZZES

57. OTHER FORMS OF USER-GENERATED CONTENT
Travellers feedback
& REVIEWS

58. SELF-GENERATED CONTENT STRATEGY
Building
SOCIAL
AUTHORITY

59. SELF-GENERATED CONTENT STRATEGY
Building
SOCIAL
AUTHORITY
Starting
INTERACTIONS

60. SELF-GENERATED CONTENT STRATEGY
Building
SOCIAL
AUTHORITY
Offering
RELEVENT
CONTENT
Starting
INTERACTIONS

61. SELF-GENERATED CONTENT STRATEGY
Building
SOCIAL
AUTHORITY
Offering
RELEVENT
CONTENT
Starting
INTERACTIONS
Controlling
CONVERSATIONS

62. SELF GENERATED CONTENT DISTRIBUTION
Website

63. SELF GENERATED CONTENT DISTRIBUTION
Website Videos
web series

64. SELF GENERATED CONTENT DISTRIBUTION
Website BlogVideos
web series

65. Thank you
TEAM A