Blog Post #2 – Brand A vs Brand B on Twitter

Blog Post #2 – Brand A vs Brand B on Twitter (15 points)

·         How often does each brand tweet?

On Kit Kat’s Twitter account, they display the complete opposite to their Facebook account. based on my analysis Kit Kat has constantly remained active on twitter and tweets on the daily. Most recently, they tweeted specifically for Valentine’s day and mostly for upcoming national events.

However, on Crunch Bar twitter account they do not post any tweets as consistent as Kit Kat.  Their last post was shared during November 2016 more specifically “National Canada Day”. This account hadn’t posted any tweets for the past 3 months until now (February 2017).

·         What kind of content does each brand tweet about (promotional, discounts and coupons, how-to’s, industry related events, games, images, infographics, etc.)?

On the Twitter account for Kit Kat, they tweeted information on how consumers used their products such as brownies or milkshakes. As well, they did tweet information based on the national events such as Valentine’s Day, New Years, and Christmas as a few examples. Another example of their content would be their promotion idea is incorporating their slogan of “Have a break” with a certain activity such as skateboarding or playing board games.

For the Crunch Bar account, as mentioned with their seldom used twitter account, they only posted their most recent product called “Nestle Crunch Bar Girl Scout cookie” version. Overall, their last tweet was regarding National Candy Day where they promoted their various Crunch bar products, new and old.

·         Does each brand use the 50/50 rule?

With Kit Kat, they extensively use twitter by utilizing the word of mouth marketing from their followers. With that being said, they used twitter to their advantage to change negatives into positives. For example, after their tweets their followers would reply to them and point out flaws or perfections that Kit Kat addresses. In this situation, they advertise their products and the Kit Kat augmented product (which is another use of the Kit Kat bar) which essentially is taking a break.  Whereas they allow their followers to talk about their products in a positive manner by discussing it and retweeting. In this way, they allow to perform the 50/50 rule by using both the account and consumers to discuss the products they have.

 In terms of the Crunch Bar twitter account, they perform the 50/50 rule by tweeting their latest product and allowing their followers to share their positive and negative feedback that Crunch does reply back to. Unfortunately, they rarely tweet on this account and therefore determining whether they effectively use the 50/50 rule is difficult to answer.

·         Highlight keyword sentences used by either brand on their posts (bold and underline).  Include relevant #hashtags 

Kit Kat constantly uses “Kit Kat”, #mybreak, and #kitkat on their brand twitter accounts. These are the only keywords that this brand uses on their tweets especially because they relate to their slogan of “Have a break, have a kit Kat”.

The Crunch Bar twitter account they only used “Crunch” and “#GirlScoutThinMints” as their keywords on most of their tweets because they are advertising their brand and their latest product success called “Crunch Girl Scout Thin Mints”.

·         Which are your two brands most successful recent tweets?  Provide quantifiable data for each (likes, retweets, and number of comments). 

Each of these brands have demonstrated interesting marketing methods for their products by doing two different occasions. With regards to Kit Kat, they used the event in Canada (specifically Toronto) for Pride Day which is where they supported the LGBT community by posting a “rainbow wafer” Kit Kat bar on twitter. This tweet accumulated 10 shares, 169 retweets, and 1000 likes.

For the Crunch twitter account, they were able to have one successful tweet related to NBA Rookie, Karl Anthony Towns, by sending him a Crunch care package which reflected 13 shares, 45 retweets, and 459 likes on this tweet.

·         Why do you think these two posts were so successful?

I think these two brands achieved successful twitter posts because they were able to promote their products by reaching out to a specific target market. For instance, Kit Kat promoted their support to the LGBT community with their rainbow Kit Kat bar. With a nation that is becoming increasingly open towards certain gender roles, races, religions etc. they understood that this Canadian market will always be growing and want to improve their CSR by demonstrating this support.

However, for Crunch bar twitter account they gained success from using a sponsorship promotion method by using an NBA basketball player to promote their Buncha Cruncha products which the sponsor loves. By doing so, this establishes to the followers who love basketball, who love this player, that he is a fan and that they can be like him and appeal to trying this product.

·         Include quantifiable data for each brand (followers, average # of comments, # of retweets, and Social Sharing Insights from Moz).

Based on the information from the 5 most recent tweets from both brands, the averages do not shock me. The kit Kat twitter account averaged 30 shares, 20 retweets, 800 likes. while Crunch twitter account averages 5 shares, 15 retweets, and 200 likes. The below images display an example of the two recent tweets by both brands.