How to judge the strengths and weaknesses of overseas social media operations from the perspective of the 'battle between red and blue'

The World Cup schedule has not yet passed halfway, and there are already upsets.

The Saudi team historically defeated Argentina; Japan finally defeated the German team when they were behind, and reversed the Spanish team 2:1 to qualify for the top 16 in the group; Morocco defeated Belgium 2:0. Every seemingly unexpected result has the winners cheering the nation. Most of the upsets are extremely valuable, which also adds a bit of suspense and waves to the World Cup in Qatar.

Among many large-scale sports events, the World Cup is the event with the most marketing value besides the Olympic Games, and no big or small brand will miss it.

Take Coca-Cola, a veteran World Cup sponsor, for example. Coca-Cola has cooperated with FIFA since the 1970s. Since becoming the official sponsor of the Argentina World Cup in 1978, Coca-Cola has never been absent from every World Cup. In addition to Coca-Cola, its competitor - PepsiCo will not miss this World Cup marketing battle.

Compared with the fiercely contested stadium, social media is another eye-catching "field" during the World Cup. Let's take a look at this "red and blue battle" on social media.

On the court, a goal determines the outcome. So, on overseas social media, how to judge the strengths and weaknesses of a brand operation? Coca-Cola and Pepsi, the old rivals, who is better in overseas social media operations? The answer can be easily obtained through the social account comparison function of Marketing Cloud.

Coca-Cola and Pepsi have similar social media layouts. They have dozens of homepages on the Facebook platform, targeting different markets in different countries and regions. In addition, the two brands also have homepages on Twitter, Instagram, and YouTube.

After adding the social accounts of the two brands to the monitoring list, you can see their respective basic data more intuitively, including the number of fans, posting volume, interaction, etc.:

If you want to determine the strengths and weaknesses of the social media operations of two competing brands, comparing them with conventional data monitoring methods is more direct and clear.

The use of the social account comparison function is not complicated. After logging in to Marketing Cloud, open the social account comparison function page of the "Report" module, and first select the Instagram homepages of the two parties for comparison:

After clicking the "Generate Comparison" button, the comparison result can be obtained. The results compare social media data from four parts: social account, fans, post, and interaction.

OS score is a social account scoring system launched by the company. Based on the number of fans of the social account, the growth of fans, the number of posts, the interaction of thousands of fans, the number of interactions, the largest number of fans in the past 7 days, the largest number of posts in the past 7 days, and the largest number of interactions in the past 7 days, etc., to quantify social accounts operation status. The OS score ranges from 0 to 1000 points, and the higher the score, the better the operating status of the social account. Coca-Cola has comparable scores to pepsi, Coca-Cola is slightly higher:

The number of followers is the number of users that the two social accounts are following, and Coca-Cola has followed more other users:

In terms of the number of fans, Coca-Cola has a clear advantage, more than 1 million more fans than pepsi:

Judging from the comparison of post data, pepsi posts more frequently and operates more actively. The number of posts is more than double that of Coca-Cola, and the types of posts are also richer:

In terms of the number of interactions and the number of interactions per post, pepsi far exceeds Coca-Cola:

On the whole, on the Instagram platform, both sides have their own points. pepsi's operation is stronger and its interaction effect is better, while Coca-Cola's brand foundation is stronger and its fans are dominant.

So, on other social media platforms, how do the two parties fare? Next, we select the Twitter homepages of the two parties to see the comparison between the two parties.

The OS score of pepsi is significantly higher than that of Coca-Cola, exceeding 80 points:

The number of users that the social account is following and the total number of lists that the social account belongs to (the list of belonging: when the social account is included as a member of a list, the social account belongs to the list) are Coca-ColaMore:

Both the number of fans and the net increase of fans are Coca-Cola leading:

Similar to the Instagram platform, in terms of the number of posts, pepsi is the majority, and the types of posts have their own strengths and weaknesses. From the perspective of interaction effects, pepsi posts have better interactive effects:

Unsurprisingly, the number of post interactions and single-post interactions are both significantly ahead of pepsi:

Compared with the comparison of social accounts on the Instagram platform, the comparison of Twitter social accounts adds a "paid detection". After determining the payment and analysis, it is believed that pepsi's payment effect is better:

Using the same method above, you can compare the data of the Facebook homepages of two brands targeting a certain country or regional market. In order to view the comparison results more conveniently at any time, you can use the "Export Report" button on the upper right corner of the page to export the generated report with one click:

Through the above comparison, it can be seen that Coca-Cola is undoubtedly the leader in the market, but Pepsi cannot be underestimated. On May 8, 1886, Coca-Cola was born in Atlanta, Georgia, USA, while Pepsi was born a little later. Although Coca-Cola has many fans, Pepsi has its own system in both social media operations and sports marketing. It has developed its own brand characteristics and differentiation, and has become a competitor that cannot be ignored.

epilogue

For consumers and industry development, it is never a good thing for one company to dominate. It is precisely because of the existence of competitors in the market that incentives and promotions are formed for leaders who occupy a dominant position. Only by knowing ourselves and the enemy, and healthy competition, can the market maintain its vitality, and such a pattern is more reasonable. Learn from each other's strengths and complement each other's weaknesses in mutual comparison, make yourself healthier and stronger, and build brand power. Perhaps this is the real meaning of comparison.

All the data in this article come from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in the "social account comparison" and other functions of Marketing Cloud, please leave your contact information, and we will arrange overseas social media marketing experts to get in touch with you.