Team A_Guia Repsol_Social Media

GUÍA REPSOL SOCIAL MEDIA STRATEGY MCC TEAM A

Team A Satenik Boyajyan

Georgine Hajjar Ana Corina Raffalli

Isabel Cang Andrea Muñoz Martín

Sanaa Zuberi Aruna Iyer

November 29, 2015

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Table of Contents: 1. Introduction: Business Model and Strategy————————————————32. Social Media Analysis—————————————————————————-32.1. Facebook——————————————————————————————42.2. Twitter/Pinterest/Instagram——————————————————————-43. Indirect Competitors——————————————————————————5 4. SWOT Analysis————————————————————————————-65. Content and Distribution Strategy————————————————————-6 5.1. Strategy ——————————————————————————————-6 5.2. Rationale ——————————————————————————————66. User-Generated Content————————————————————————-76.1. GRMoments Campaign————————————————————————76.2. Meet Me in Spain Video Contest————————————————————86.3. Project Guia Repsol #PGR ——————————————————————96.4 Others ———————————————————————————————-9 7. Self-Generated Content ————————————————————————107.1. Website ——————————————————————————————107.2 Videos———————————————————————————————-117.3 Blog ————————————————————————————————117.4 La Guia Web Series —————————————————————————-118. Bibliography—————————————————————————————-139. Appendix -——————————————————————————————14Table 1 - ————————————————————————————————14Table 2 - ————————————————————————————————14Table 3 - ————————————————————————————————15Figure 1————————————————————————————————-16Figure 2————————————————————————————————-17Figure 3————————————————————————————————-17Figure 4————————————————————————————————-18Figure 5————————————————————————————————-18Figure 6————————————————————————————————-19Figure 7————————————————————————————————-20Figure 8————————————————————————————————-21Table 4: Editorial Calendar————————————————————————-22

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Introduction: Business Model and Strategy: The Guia Repsol (or Repsol Guide) was launched in 1979 with the objective of supporting Spanish tourism and gastronomy by “being the best travel companion to help tourists enjoy the diversity of Spain’s landscapes and flavours”. (1)

Today, the comprehensive guide is available in a number of platforms and formats, including: print, online/website, mobile application, and social media networks. The guide is split into 3 elements: Mapas (practical and manageable road guide of Spain and Portugal with foldout maps and locations of 3,600 geo-positioned Repsol service stations); Turismo (guide to the best information for various localities including: best accommodation, places to visit, and list of best restaurants); and Rutas (information about the best routes to follow for travellers to discover the history, traditions, and festivals of the towns with the best food and wine).

In recent years, the business model of Repsol has been largely focused on gastronomy and the restaurant scene in Spain. Of significant importance is Guia Repsol’s commitment and support to Spanish local quality cuisine, a main driving force behind tourism and truly the essence of Spanish culture. With the guidance of the Spanish Royal Academy of Gastronomy and the Good Food Guide, every year Guia Repsol selects the most outstanding restaurants and distinguishes them by awarding “Repsol Suns”. Restaurants are distinguished with one, two or three Repsol Suns, a symbol that has become a benchmark of quality gastronomy in Spain. (2)

Social Media Analysis: Guía Repsol has presence in several social media platforms: Facebook, Twitter, Google+, YouTube, Flickr, Instagram, Vine, Pinterest and LinkedIn. In addition, the brand also manages a blog. The company began their social media efforts in 2008 and currently, their content lies within tourism, gastronomy, accommodation and maps.

Despite the relatively large number of followers [See Table 1] in Guia Repsol’s social media platforms, we see that there is a lack of engagement and the creation of conversation with the fans and followers. While the social media platforms of the brand function as great generators of content [See Figure 1], there is no reciprocation in the form of responses from the community. And Guía Repsol doesn’t seem to encourage conversations or responses either [See Figure 2].

The activities differ from one platform to other. Overall, the management of the accounts is rather predictable. At the same time, we also note the lack of diversity of formats (sharing links, pictures, videos, vines, etc.) and content (information, providing reviews, practical tips, etc). The interaction with the user simply doesn’t take place: administrators don’t respond and they don’t create content to engage the audience either (such as via contests, polls, forums, etc.) [See Figure 3]. Nevertheless, we see that there is certainly a great potential in other platforms such as Instagram or Pinterest, which make a great use of images, videos and vines [Figure 5].

Most of the content shared is produced by Guía Repsol. However, sometimes, there is a lack of originality as well as an absence of usefulness, functionality and practicality. The publications are

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basically informative and they do not transmit the company’s passion for and commitment to gastronomy and travel [See Figure 4].

If we analyze the blog, we find that there is a significant overlap in the blog posts and the different publications displayed on the website. There is no perceivable difference between the two platforms and they are basically repeating the same kind of content albeit in different media [Figure 6].

The tone of voice of the publication is neutral (it emulates the one used by 95% of the community managers). It can be considered colloquial (although the use of language is always correct). However, it can neither be considered as smart, witty or funny. It does not seem to appeal to the users [Figure 7].

If we take into account the management of the social platforms as a whole, we don’t find any coherence or interrelationship among the different channels. Each media seems to be managed by a different person [See Tables 2 and 3], who basically repeats some of the content published in other platforms in a different order. There’s no sense of unity in the “strategy” and, as we have already repeated several times, the lack of response from the administrators is quite obvious. The conversation between the brand and the user doesn’t simply exist. Now, it is time to briefly describe some of the strengths and weaknesses of the main social channels:

Facebook: The lack of interaction is the weakest point of this platform: the average interaction rate is around 0.05 – 0.1. The interaction distribution takes place basically in the form of likes; however comments represent less than 3%. Furthermore, despite the low number of posts and videos published, the interaction rate with this kind of content is almost the same than with the links. And though Guia Repsol takes advantage of “primetime” posting hours, responses or replies from Guía Repsol are almost non-existent. [The rest of the quantitative data is available on the appendix]

Regarding the content, we mostly find shared links from Guia Repsol’s website or their blog related to the gastronomy and tourism fields. However, we find that some of the content that they share is superficial or not useful. The rest of the content could potentially be interesting, however there is an overuse of formats of the posts which make the page look redundant and rather uninteresting. Finally, Guia Repsol is missing out on the “real-time” factor and taking advantage of daily current events. For instance, they do not take into consideration the potential of improvisation and spontaneity. [Figure 8].

Twitter/Pinterest/Instagram: We notice that the activity of the brand in other platforms such as Twitter, Instagram or Pinterest is more coherent. The interaction in these cases is higher (we find a higher rate of engagement, shares, likes, etc.). Nevertheless, in the case of Twitter (the most powerful social tool that Guía Repsol has), although we have a consistent number of replies, retweets or mentions by the users, we find that the administrators of the account still do not reply to most of them (90% of the cases).

The main feature of these three platforms is the diversity of the content and also the different formats shared. While in the case of Facebook we mostly find links, in the rest of platforms it is usual to find

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also pictures, vines, videos and other digital resources, which make the profiles more dynamic. One of the main competitive advantages of Twitter is the live coverage that they do of different events, congress, etc. in real time. This kind of content, thanks to the use of hashtags and mentions, is highly shared. If we had to appoint a weakness for the content shared in theses platforms, we could say that it focuses too heavily on food, so the rest of the fields covered by Guía Repsol get somehow relegated: approximately, 1/10 posts are related to food.

[In order to find more information about the management of each social channel, go to the appendix]

Indirect Competitors: Guia Repsol positions itself as the best tool to travel around Spain. They have checked and shared the best routes, places, cultural venues and gastronomy around Spain. For this reason Guia Repsol doesn’t have a direct competitor, but indirect ones. Considering the on-growing pace of technological advances, it is no surprise that those indirect competitors have developed online platforms or mobile apps so customers can access them everywhere via a Smartphone, Tablet or laptop. Guia Repsol’s indirect competitors lie within categories: Culinary, Maps and Travel/Routes. Guia Verde Michelin belongs to French automobile enterprise Michelin. It specializes in gastronomy. Undercover reviewers analyze top-rated restaurants and grant certain number of “stars” to certify the quality of the cuisine. It is present in almost all of Europe. In 1952 Guia Verde Michelin Spain edition was published and in 2010 the App was launched. According to Spain Ministry of Tourism, 5 million tourists review this Guia before visiting the country. As for Social Media, Michelin Spain doesn’t use any platforms. (3) Zagat Guide only focuses on collecting and correlating critics of restaurants and hotels. They are present in more than 30 countries. According to the statistics web company ALEXA, 1 of every 10 diners visits Zagat’s webpage or app. Zagat’s social media platforms are worldwide providers. (4) Since Guia Repsol is known for its routes and maps, Google Maps is considered an indirect competitor. This platform offers maps online and via its mobile application. Google is currently working to provide maps without Internet connection: Google Maps Offline. With regard to mobile applications or successful web pages that offer travelling experiences from gastronomy, museums, touristic spots and routes, there are four that were analyzed for this study: TripAdvisor, Tripwolf, Triposo, and TripUniq. TripAdvisor is an online platform that allows users to rank restaurants, places, hotels and activities in different countries. During the first trimester of 2015 this web page received over 350 million visits. (5) Tripwolf, TripUniq, Triposo are platforms that help design an entire trip, providing information about routes, restaurants, hotels, places and activities. TripUniq is a Spanish platform that connects customers with “local heroes” that arrange the entire trip for the travellers with local expertise. Tripwolf provides useful information like metro routes and local emergency assistant. Triposo features over 25000 locations and reports more than 6 million users.

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SWOT Analysis:

Content and Distribution Strategy:

Strategy

Our recommended social media strategy for Guia Repsol is to reposition the company as a relatable and interactive travel companion rather than a guide, using a tone of voice across all communications that is fun, youthful and up-to-date.

Rationale Guia Repsol has maintained its leadership position in Spain as the travel and gastronomic guide/map. However, we know that this connection that has been mostly limited to an older generation and that too with the print resources. But we also know that in order to remain relevant, Guia Repsol needs to connect with the youth, and most youth is found online. Although Guia Repsol has a sizeable following on social media and is considered a credible travel resource, its engagement with audiences has remained unsatisfactory. In order to ensure that Guia Repsol retains its relevance with its audience, it needs to be more versatile, diverse and accessible over social media. It is essential to have a unified and recognizable look and feel and tone of voice. Moreover, Guia Repsol needs to be more interactive with its followers to make them the center of attention, so as to differentiate themselves, since consumers today want to engage in two-way conversations as opposed to being lectured or talked at.

Strengths Weaknesses

1. Focused on the Spanish market.2. Traditional brand well know by Spanish

families.3. Offer a wide approach for travelling in Spain:

Rutas (routes), Mapas (maps) and Turismo (tourism).

4. Guia Repsol’s content is checked, reviewed and curated by their team of specialists.

1. Mostly used to consult Mapas (maps).2. Traditional brand positioned between older

generations.3. Lacking a clear digital strategy.

Opportunities Threats

1. Expand their expertise offered to a younger audience.

2. Re-design the digital platforms.3. Create a new engaging strategy for social

media platforms.

1. Being conceived as an “old fashioned” brand by younger audiences.

2. New upcoming digital platforms that focus.3. Expansion of other digital platforms offering

travelling information plus services: booking tickets, getting discounts while travelling.

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User-Generated Content The role of User-Generated Content (UGC) is on the rise: nowadays, brands want to more actively engage with their audiences and create avenues for dialogue and conversation. Instead of creating content, companies instead are creating opportunities for content creation by leveraging on their customers’ own experiences and stories.

Guia Repsol must take advantage of the benefits and advantages of UGC in their social media strategy. We suggest that the company look beyond content creation and distribution, and put the focus of their social media strategy on value, relevance and message consistency to attract and retain their desired audience. Rather than take the reins on all occasions in terms of social media content, Guia Repsol should be encouraging real-time interaction with their audience, thereby empowering the consumers and enabling a two-way conversation. By connecting with them on a more human and personal level, the company can grow and develop a stronger community thus allowing for improved brand positioning and loyalty.

Below are some ideas for Guia Repsol to inspire and encourage user-generated content that will ultimately increase brand awareness and image and grow and develop fan/follower base and loyalty:

1. #GRMoments Campaign

It is true that people enjoy being recognized for their contributions and efforts on social media. Reposting a photo or interacting with a fan/follower can make all the difference for consumers to continually engage with Guia Repsol as a brand. In order to grow and develop brand awareness, Guia Repsol should create an ongoing campaign for their users: Guia Repsol Moments or #GRMoments. This will be the overarching hashtag whenever consumers post Guia Repsol-content on social media platforms such as Facebook, Instagram, and Twitter. The brand will create conversations around the hashtag, and will sustain the campaign by coming up with contests and games (see below) that will allow them to have quality daily interactions with their audience. Every time there is a relevant photo or content posted by a user, Guia Repsol’s social media can repost the content and share it on all platforms.

Measurement:

When implementing social media campaign, Guia Repsol will also need to partake an extensive measurement activity to make sure that the KPIs are being met. Focus on the outcome here is very important in order to have a clear ROI. Each metric needs to be customised according to the goals and objectives of the campaign. The metrics for #GRMoments Campaign could be measured through Social Media analytics - Facebook analytics, Hootsuite analytics etc. Moreover there are special hashtag tracking services that would be employed for Twitter - such as Hashtracking (https://www.hashtracking.com) to measure and monitor the used hashtag for the campaign. Finally, the evaluative metrics will help Guia Repsol to obtain information on how the the campaign affected company’s financial standing. In this case, how many new app downloads Repsol got and the increase in purchases.

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2. “Meet Me in Spain” Video Contest Videos have the power to move and inspire people because they offer a full storytelling experience. Guia Repsol can connect with their fans and followers, and also learn about their audience’s interests, experiences, needs, values, and concerns, by running video contests.

We propose the “Meet Me in Spain” Video Contest. Fans and followers will be asked to create a short video (minimum 30 seconds and maximum 1 minute) of how they travel around Spain and what they love most about travelling around Spain. The video can include clips such as: their favourite towns/cities, their favourite landmarks/museums/parks, their favourite restaurants, etc. They must include footage of Guia Repsol and subtly show how Guia Repsol helps them achieve their goals.

The videos will have to be submitted through Guia Repsol website, on the special section that is dedicated to the contest. There will be a voting process and contest participants must share the videos with their friends to increase awareness as well as use specific hashtags. All the shares and links of the videos will lead to Guia Repsol website, generating traffic and content. The contest can run for a period of 30 days, and at the end of the contest period, Guia Repsol’s Social Media team shall pick a winner based on set criteria (i.e. originality, creativity, use of Guia Repsol in the video, number of fan votes, number of shares, etc). The winner will receive tickets for their best friend to fly to Spain, and Guia Repsol will sponsor a travelling holiday for them.

The video contest will:

Increase engagement among fans- The creators of the video are rewarded with the chance to show off their original content; other users get to vote on and discuss video submissions; and spectators or newcomers are introduced to Guia Repsol in a fresh and attention-grabbing manner.Drive Traffic to the Guia Repsol Website and Social Media Channels. The contest also incentivises fans to share their video submissions via Facebook, Twitter, and other social channels.Build brand affinity – The video contest will act as a branding tool and will boost Guia Repsol’s image and online presence.

Measurement:

As mentioned above for #GRMoments campaign, similarly the video contest campaign will need specific metrics to measure the success and effectiveness of this tactic. It is important to not only measure the quantity of videos, but also other significant factors: click through rates, conversion rates, links to Guia Repsol website (where we can further monitor with Google Analytics). In addition, content generated through this campaign will be measured the following way: • Number of shares, views, comments and likes • Number of mentions and hashtags• Tone of voice and language of the comments generated

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3. Project Guia Repsol: #PGR We envision Project Guia Repsol to be a continuous weekly series of featured user-generated photos based on designated themes and hashtags chosen by Guia Repsol’s Social Media and Community team. This would be similar to Instagram’s “Weekend Hashtag Project”. Every Friday, a new Project Guia Repsol theme will be announced via Facebook, Twitter and Instagram. Fans and followers will be encouraged to post photos throughout the weekend based on the theme and use the designated hashtag. On Monday morning, the Guia Repsol Social Media team will announce the Project winner by reposting the winning photo. We believe that through this method, users would look forward to the weekly projects thus creating a loyal following for the brand social media networks.Some samples are below:

#PGRbuenappetito- users must take a photo of any of the recommended restaurants on the Guia Repsol guide and indicate the name of the restaurant as well as its location#PGRmyhome- users must take a photo of their hometown and indicate its location#PGRsunsets – users must take a photo of a sunset and indicate the location where they took the picture#PGRenroute-users must take photos of their adventures whilst travelling around Spain on different modes of transportation#PGRtravelbuddies- users must take photos of themselves on their adventures around Spain together with their best travel buddy#PGRcityscapes – users must take a photo of a city or urban landscape, and indicate the location

Measurement: Project Guia Repsol has a series of measurement metrics to be implemented. Firstly, of course, the number of photos generated by the users but also: • How many new users participate in the contest every week • How many users continue to participate in the contest • Tone of voice of the comments and language used • Number of shares • Click through rates to the Guia Repsol website and app page on mobile• How many purchases and app downloads were generated from the contest every week

4. Others Other forms of UGC that may be useful for Guia Repsol to adapt in their platforms are: surveys and forums, travel diaries, travellers feedback and reviews, gamification and quizzes, etc.

Measurement:

The above mentioned tactics, if employed effectively, are very useful indicators to take into consideration for metrics. Reviews and travellers feedback, for example, will give Guia Repsol qualitative information to evaluate their own services. The number of surveys and fill in forms taken by the followers will give Guia Repsol understanding of their customer standing. What language and tone of voice was used in those reviews and how customers rate the company in surveys, are key performance indicators.

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Self-Generated Content: While User-Generated Content definitely promotes interaction and loyalty of fans on social media, the necessity of Self-Generated Content cannot be denied.

Guia repsol is the ultimate authority on all things gastronomy and travel in Spain. Their word is law. Hence content generated by Guia Repsol themselves is highly regarded and keenly anticipated. Because of their repute, users are actually embracing messaging from Guia Repsol.

Social media becomes effective through a process called "building social authority"(1). We cannot completely control our message through social media but rather simply begin to participate in the "conversation" expecting to achieve a significant influence in that conversation.

Additionally, the very nature of the product Guia Repsol is that of an authority. Hence whilst involving fans, we still can’t let them hijack our messaging and marketing efforts.These duofold reasons further go to reinforce why focus on Self-Generated Content is also extremely important.Below are some ideas for Guia Repsol to create relevant and useful content:

1. Website Whilst the current website is well laid out, what’s missing are current and relevant articles and posts. A well updated website can soon become the go to for users rather than an afterthought. The website will also help generate leads and conversions from connected social media platforms like Facebook and Twitter.When the website is accessed from a mobile platform, the landing page prompts users to download the Guia Repsol app with a single click that leads to the app store.

Measurements:

To track the metrics for the Guia Repsol website, the company needs to measure the following: • Engagement rate - number of clicks/likes/shares/mentions/comments and where did this traffic

come from • Content Generated - how much did the content that was generated on the website get comments

and other user generated content • Google Analytics - how many unique and returning users were directed to Guia Repsol Website. • SEO Ranking - what is the Guia Repsol’s standing on search engines • Generated leads and conversion metrics • Social Media following - did it increase due to website updates

2. Videos

Videos - Videos are clearly the content that goes viral most easily. Guia Repsol can create a bunch of engaging and fun, well produced short videos regarding travel and food. These could include tips on various areas of Spain, something more personalized than mere ‘Must Do’ lists. More curated and

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personal in their take. These videos can then be shared on the Guia Repsol Facebook page, Instagram handle and YouTube channel. These videos can possibly end with an engaging question each so that users get an opportunity to interact with the brand. The user generated video clips from the contest will be integrated into a single Guia Repsol promotional video.

Measurement:

• Number of views • Number of clicks/shares/comments• Average number of minutes watched • Views generated - where did the viewers come from• Interaction and engagement rate • Tone of voice and language of the comments generated • Reviews and feedback on the videos

3. Blog Blog - For a product like a travel and gastronomy guide, the importance of a comprehensive blog cannot be emphasized more. Guia Repsol should create a magazine style blog, well linked with the brand website and easy to share on social media platforms as well as receive feeds from. The blog should be more magazine style to be more catchy and appealing, with interviews with chefs of popular restaurants, travel bloggers, loyal Guia Repsol users etc., posts that recount the best activities in every part of the country. The blog posts should also be time relevant and culturally sensitive considering the diversity in Spain. Every month, a user’s travel story will be featured.

Measurement:

• Number of views • Number of clicks/shares/comments• Views generated - where did the viewers come from• Average time spent on the blog • Click through rates • Interaction and engagement rate • Tone of voice and language of the comments generated

4. La Guia Web Series

Guia Repsol will produce a web series of a travel movie with a host of the most popular young Spanish actors. They travel all over the country and discover Spain like never before- in a more intimate and captivating way. The series will also have loads of drama so the series is always engaging.

Measurement:

• Number of views/clicks/shares/comments• Average number of minutes watched • Views generated - where did the viewers come from

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• Interaction and engagement rate • Tone of voice and language of the comments generated

5. Editorial Calendar Please refer to Table 4 for the editorial calendar of the scheduled of posts.

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Bibliography: 1. Guia Repsol Corporate Website http://www.guiarepsol.com/es/2. NEWSROOM. “The Repsol Guide celebrates its 35th anniversary”. Repsol.com, December 10

2013. [online]. Available on: http://www.repsol.com/es_en/corporacion/prensa/notas-de-prensa/ultimas-notas/10122013-repsol-celebra-35-aniversario-guia-repsol.aspx

3. NEWSROOM. "Como se otorgan las estrellas Michelin". DirectoAlPaladar.com, April 22 2009. [online]. Available on: http://www.directoalpaladar.com/cultura-gastronomica/como-se-otorgan-las-estrellas-michelin

4. ROTELLI, Wendi. "How does a restaurant get Zagat rated". Restaurants.com. Restaurants.com, June 15 2013. [online]. Available on: https://www.restaurants.com/blog/how-does-a-restaurant-get-zagat-rated/#.Vk7kCHtsdD0

5. NEWSROOM. "Tripadvisor consolida su expansion a partir de su trafico web". Technohotelnews.com, Date not available. [online]. Available on: http://www.tecnohotelnews.com/2015/11/tripadvisor-consolida-su-expansion-a-partir-de-su-trafico-web

6. https://www.facebook.com/guiarepsol/?fref=ts 7. https://twitter.com/GuiaRepsol8. https://es.pinterest.com/guiarepsol/9. https://instagram.com/guiarepsol/10. https://vine.co/u/91647026986497228811. https://plus.google.com/+GuiaRepsol/posts12. https://www.linkedin.com/company/repsol

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http://www.guiarepsol.com/es/

http://www.repsol.com/es_en/corporacion/prensa/notas-de-prensa/ultimas-notas/10122013-repsol-celebra-35-aniversario-guia-repsol.aspx

http://www.directoalpaladar.com/cultura-gastronomica/como-se-otorgan-las-estrellas-michelin

https://www.restaurants.com/blog/how-does-a-restaurant-get-zagat-rated/#.Vk7kCHtsdD0

http://www.tecnohotelnews.com/2015/11/tripadvisor-consolida-su-expansion-a-partir-de-su-trafico-web

https://www.facebook.com/guiarepsol/?fref=ts

https://twitter.com/GuiaRepsol

https://es.pinterest.com/guiarepsol/

https://instagram.com/guiarepsol/

https://vine.co/u/916470269864972288

https://plus.google.com/+GuiaRepsol/posts

https://www.linkedin.com/company/repsol


Appendix: Table 1:

Table 2:

Facebook +91 000

Twitter +38 000

Instagram +5 000

Pinterest 984

FacebookFollowers

• +91 000• In the last year, the average increasing rate of followers is 50 every month (the fans change

rate is really stable)• 80%arefromSpain

Publications | Content

• Most of the posts are published from Monday to Friday; one in the morning and one in the evening.

• Post type distribution: 93% of the publications are links (pictures, status and videos are the 7% left). Users rarely post on the page, and most of the comments are spam.

• One positive point about the management is that most of the publications are schedule coinciding with the times when the interaction rate is higher.

Interaction

• Interaction rate is relatively low, the average rate of interactions per post is often lower than 50 (taking into account 5 comments, 30 likes and 15 shares).

• The main types of interaction are “Likes” (63%) and, then, “Shares”. Less than 3% of the interactions are comments, therefore, the conversation is almost nonexistent.

• Also we find that the highest amount of interactions is related both to links and videos (almost in a 50% proportion); thus, it can be implied that, if the number of videos shared was bigger, the interaction would grow.

• The response rate by the administrators in minimum: they don’t ever answer or interact with users.

Qualitative

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Table 3:

Tourism and gastronomy are the two hot topics. Nevertheless, we find the following weaknesses from the qualitative point of view:

• Superficially addressed topics or simply non-useful.• The content doesn’t follow current affairs; it does not take advantage of the trends or hot

events or dates. • Lack of diversity in the formats used and also in the content. Most of the content the share

can be easily find only by “googling”: there is not added valued. • No interaction. We never find contests or other initiatives in order to promote users

participation. They don’t interact with influencers either or use mentions. • Regarding the use of language, even we know that we need to be concise in social media;

they just basically repeat the same we can read in the titles of the link. The vocabulary is neither appealing nor funny. However, grammatically, it’s correct.

TwitterFollowers

• In the last six months, the average increasing rate of followers is 400 every month (the fans change rate is really stable).

Publications | Content

• Most of the tweets are published from Monday to Friday. The average number of tweets is 20.

• Post type distribution: the amount of different content shared is more proportional. We find links, pictures, videos, vines… presented in a really simultaneous and interactive way. Approximately, the 15% of the tweets are actually retweets.

Interaction

• Interaction rate is higher than in other platforms. • The main types of interaction are “Likes” and “Retweets”. However, we find again that the

number of replies is really low. Also, the number of mentions is relatively high: around 15 every day.

• Nevertheless, the response rate by the administrators in minimum: 90% of the mentions are never responded.

Qualitative

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Figure 1:

Gastronomy is the main topic addressed, the rest of the fields covered by Guía Repsol take a very second place. Furthermore, we can say that content:

• It is much more aligned with current affairs, as they highly use hashtags and other social trends. However, they almost never have a leading attitude: they never promote their own tendencies.

• They often interact and mention influencers. Especially, from the culinary world. They also share content from other key accounts: events, important institutions, agencies, etc. However, the “average” user has no presence.

• One of their main added values is the fact that they cover congresses, events, etc. in real time.

• However, even most of the content shared is interesting, it is not really aligned with the main mission of Guía Repsol: helping users to organize their trips. We still miss here initiatives in order to directly interact with the users.

• Regarding the use of language, it is much more appealing than on Facebook. They also use emoticons in order to highlight the important information and to connect with the audience.

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Figure 2:

Figure 3:

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Figure 4:

Figure 5:

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Figure 6:

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Figure 7:

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Figure 8:

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GUÍA REPSO

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EDIA STRATEGY

MCC TEAM

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Table 4: Sample Social Media Editorial Calendar

Team A_Guia Repsol_Social Media

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