SWOT ANLYSIS -Miami Zoo

SWOT SOCIAL MEDIA ANALYSIS Florida International UniversityJean-Claude NicolasJose TalmaJuliana Gutierrez Nicole Meza

HistoryTheMiami-Dade Zoological Park and Gardens, branded and commonly known asZoo Miami, and formerly known asMiami MetroZoo, is the largest and oldestzoological gardeninFlorida, and the onlytropicalzoo in theUnited States.The zoo houses over 3,000 animals on nearly 750 acres, 324 acres of which are developed. It is about 3miles around if walked on the path, and features over 100 exhibits.

Number of animals3,000Number of species500

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Miami MetroZoo is Zoological Park of national stature and recognition, and is consistently rated one of Americas top ten zoos.Zoo Miami is one of the Countys most unique public assets and visitor attractions. More than 800,00 visitors enjoy the zoo annually and more than 15 million people of all ages have visited since it opened at its current location in 1981.25% of the zoos visitors are from outside Miami-Dade County, according to 2005 study by Morey & Associates Marketing Researchers.HISTORY

STATS/DATABased on our research, Facebook is the social media with the most popularity, making it the most valuable content sharing platform.

INSTAGRAM

8,918 Followers344 Posts

STRENGTHSThey been active for about 2.7 years.Since they activated they account on Instagram they have posted 351 pictures.Having their mission statement on the website is a good way to show followers what they want to accomplish.The content that they post cover a variety of things: pictures from the animals, events, and some small videos about the animals.The idea of posting animal pictures with some interesting facts about them makes the page more engaging.

Weaknesses/Opportunities/ThreatsWeaknesses:When using Instagram you are just targeting a group of people that have Iphone/ Ipad and Android cellphones. This means that people who have windows phone will not be able to see your content.

Opportunities: Being able to share pictures and videos about events they have at the zoo or just pictures of the animals and interesting facts.Promoting the events through videos or pictures

Threats:People taking the pictures (screenshots) from their website and using it as their own.People just liking the pictures and not visiting the zoo

PINTEREST

905 Followers25 Boards516 Pins

STRENGTHSMiami Zoo has created 25 boardsEach board is a different category of pictures- ex: Baby Animals, The Pride of Miami , Critter Crafts, etcThe advantage of having board is that people can follow the ones they are interested in and not all the content that Miami Zoo postsLinking their Pinterest with their main website www.zoomiami.org and twitter is a great way of getting people to look at all their social networks at once.Also, when you click on a picture you can get the link that goes to the actual page , just like Googling it but better.

WEAKNESSES

Pinterest creates more of a catalog than a social experience. It just helps the Miami Zoo promote their services and show pictures of the animals but you can not do any purchase through this social media.It is more of a tool of what people like about the Zoo.

Opportunities/ Threats

Opportunities:By sharing the different pictures about the animals and events they get the opportunity to see what people like better. This is measures by how many repins and likes they have on their different boards.Also having the link to their actual website and twitter page makes it more engaging.Threats:Having to many boards may be a bad thing because people will be overwhelmed by to much information and they might not want to come back to the page.They should create a board showing the upcoming events. This could be a bad thing because some people only rely on one social media. Also, they should do this being the case that with is kind of a Google search engine.

FACEBOOK

51,597 Likes269,853 Checked In4,370 People Talking About This

STRENGTHS/WEAKNESSESStrengths:Site shows a 4.5 out of 5 (good index for people)Useful information easy to findVariety of post with significant exposureEvent promotions get people involved Weaknesses:Not giving identity to more animal, making them important, symbolic of the zooNot showing zoo upcoming projectsgood impact to wild life and community not seen as a priority

Opportunities/Threats

OportunitiesShare zoo related information regarding weather and give alternatives for every situation( what animals to visit ) Giving out prizes through the site, making contests, from best picture or custom , etc.Make it more interactive ThreatsBad ratings are always a concern, every complaint needs to be taken care of and better yet shown to the social media users how you did itAnimal activist difamating the zoo. Thats why is so important to maintain an image that fights to protect species and their best future

TWITTER

Zoo Miamis twitter page has around 5,200 followers.On average their twitter media photos and videos get more favorites and retweets their regular tweets.Many of their followers are other local Miami businesses.Zoo Miami regularly interacts with visitors that mention them.STRENGTHS

The tweets that dont garner a lot of interaction are the text tweets. Many of which are about important events.Zoo Miami is only following 294 twitter accountsThey do not have a detailed description of company culture in their twitter biographyThey do not connect their twitter account to their Instagram content

WEAKNESSES

According to Hubspot, 2x more than text updates. Promoting Zoo Miami event information along with pictures and/or video will increase engagement. Tweeting out Instagram links increase followers on both platforms. Interacting with other local businesses on Twitter would also increase the amount of engagements Zoo Miami gets. Zoo Miami can branch out by following Twitter accounts from out of state.OPPORTUNITIES

THREATSZoo Miamis Twitter page not only needs more followers but needs more follower engagement. This is due to the low amount of photos they tweetZoo Miami only has 25% of out of state visitors.

YouTube

140,792 Views261 Subscribers

STRENGTHSAs of today Zoo Miami does have a YouTube page unlike many other ZoosThey have been active for the past 4 yearsThroughout that time they have posted 62 videosThe videos that they have posted cover many things: from zoo attractions, special promotions, and even educational videos on the different animals housed thereThe quality of their videos are very clear and up to dateThey link their other social media sites right on their channel, so you are able to stay connected with them anywhere

Weaknesses

Even though they do have a lot of videos they range between 10 seconds to 3 minutesWhen searching on YouTube you find more videos about Zoo Miami from other channels than you do from Zoo Miami themselvesThey only have about 260 people who are subscribed to them when there are over a billion people who have YouTubeThey sometimes fail to interact with people who comment on there videos, missing great opportunities to get someone to come to their Zoo

Opportunities

Not too many Zoos actually have their own YouTube pages, so they have the opportunity to become on of the biggest sources on YouTube people go to in order to understand how a zoo worksIf they start crating longer and more interactive videos, while interacting with people who comment on their videos they can in turn create more traffic to the Zoo itselfThey can work with local YouTubers who have a major following and have them help promote their Zoo on their channels

Threats

As stated before Zoo Miamis biggest threat on YouTube is other channels themselves. They put up videos about Zoo Miami and in turn Zoo Miami losses potential views themselves (on the other hand, this does create more interest in Zoo Miami when a channel post videos of the Zoo)

WHO ARE THEY TARGETING?Pinterest:In January 2012, according to comScore, Pinterest had 11.7 million unique visitors, making it the fastest site in history to break through the 10 million unique visitor mark . Until the last few months, Pinterests audience had been largely female and American. But the site suddenly caught peoples attention based on news it had driven more referral traffic to websites in the US than Google+, YouTube and LinkedIn.According to the research, we see that more female will be looking at Pinterest . This means that Miami Zoo will be trying to target mostly female users.Instagram: Miami locals with IPhones and Androids Facebook : Families and children ages 10+ Youtube: People who have an interest in the Zoo Miami and maybe they have never been there. Also, they are trying to target past visitors by putting promotions and deals for people who have been to the zoo in their videos.

REFERENCES Zoo Miami. (2015, October 7). Retrieved October 15, 2015, from https://en.wikipedia.org/wiki/Zoo_MiamiZoo Miami.(2013, February 8). Retrieved October 20, 2015, from http://www.zoomiami.org Renaming of Miami MetroZoo. (2010, January 3). Retrived October 15, 2015ZooMiami. (2015, August 12). Retrieved October 29, 2015, from https://www.youtube.com/user/MiamiMetroZoo Zoo Miami (@zoomiami) Instagram photos and videos. (n.d.). Retrieved October 29, 2015, from https://instagram.com/zoomiami/Zoo Miami (zoomiami). (n.d.). Retrieved October 29, 2015, from https://www.pinterest.com/zoomiami/ Pros and Cons of Pinterest. (2012, February 29). Retrieved October 29, 2015, from http://tyrrellmarketing.co.uk/pros-and-cons-of-pinterest/

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