For the past decade or so, the increased and advanced introduction of the internet has provided shoppers and customers with numerous exciting opportunities. Rather than using the online platforms to search for information and communicate with each other without boundaries, it has now become possible for people to express their thoughts and feelings through social media. Social media is an internet service tool that allows people to freely interact with others, create and share content through online platforms. This includes tools like Facebook, Twitter, Instagram, etc. Drawn by the advanced widespread of social media into the world, businesses are progressively making use of these platforms to develop and implement their brand development programs and marketing strategies. Social media has indeed provided business with a great opportunity where they can easily bond with customers using the appropriate mediums with a much wider outreach and influence.
The interactive feature of the online channels has enabled companies to convey and interchange information with their consumers as well as allow customers to transfer information with each another. This creates an opportunity to transform the relationship with customers from a dialog to trilogies whereby customers engage in a useful relationship with one another and the company. This paper tries to examine the value and benefits of social media to Boost Juice Company and the power of social media analysis and data mining to extract business significance from the information gathered from social media. Clear recommendations are also described to enable companies to build and improve their social media competitive strategy effectively.
Boost Juice Bar is a global company in the food and beverage sector that was established in 2000 in Australia with the focus of selling fresh fruit juices to customers (Boost Juice 2017, p. 1). The company’s main product is offering juice bars which are sold to meet the health needs of its target market. The idea behind the creation of juice bars was because the market lacked healthy beverages that would be preferred by the middle-aged group who were extremely conscious about their health. The brand also strives to offer their customers with a wide range of juices and smoothies including boosters, low-fat smoothies, protein smoothies, freshly squeezed juices, dairy free crushes, and boost snacks (Boost Juice 2017, p. 1). Its products are entirely different from their rival companies like the Cha Time, Top Juice, and Goulburn Valley Juice. This implies that the company can choose the price of its products and costs that assume the cost leadership. Presently the brand has gained a significant presence in foreign markets with stores in Europe, Asia, the Middle East, etc.
Since its foundation, Boost Juice Bars takes the first position with its unique marketing strategies which incorporates above the par and below the line approaches. The brand aims at establishing more than 90% awareness which sets them apart from its competitors (Boost Juice n.d, p. 15). The company’s unique culture and marketing principles make it possible for the brand’s international franchise to incorporate people from diverse backgrounds. Boost has been fruitful in creating a wide-ranging and well-recognized brand for more than ten years. Techniques used include effective advertising like the television, radio, and campaigns as well as social media platforms like Facebook, Twitter, among others. Boost electronic media channels are said to be engaging and user-friendly which helps improve customer experience and satisfaction. The company conducts about 12 campaigns annually (Boost Juice n.d, p. 16). The most recent campaign ‘what’s your name game’ is the company’s most interactive promotion with the customers. The campaign is heavily advertised via radio, YouTube, and social media and has been successful towards influencing new and existing customers to their outlets (Boost Juice n.d, p. 16).
Various social media channels have been adopted by many companies to offer services and interact with customers. Businesses are using these platforms as a marketing tool to maximize marketing communicating efficiency. Tsimonis and Dimitriadis (2014, p. 331) have observed that most brands are focused on establishing a presence in social media. This has helped businesses to interact with their followers, helped to mold their experience, and leverage their voices for impacting the marketing outcome. Boost Company has not been left behind when it comes to gaining presence in the digital platforms. Presently, Boost has completely embraced the digital space to include social media tools like Facebook, Instagram, Twitter, Pinterest, Google+, and YouTube that allows the company and its customers to transact and communicate online (see appendix 1). The company has a powerful social media presence thanks to its comprehensive understanding of each channel and the people it appeals. These new platforms have greatly transformed the manner in which Boost markets its products.
Facebook–This is a social media tool that allows users to store information, photos, share videos, etc. Businesses now realize the significance of this channel to build long-term relationships with customers. More than 80 percent of Boost fan base is from the Facebook platform (see appendix 2). The company has accumulated followers totaling to more than 680,000 (Boost Juice Facebook 2017, p.1).Its subscribers mainly consist of people between the ages of 25 and 50 years. Boost founder, Allis has previously stated that Facebook is a suitable platform for businesses and individuals above middle-aged group. Boost Juices primarily uses Facebook as an advertising and promotion tool. Boost’s most recent campaign, ‘What’s your game’ has been largely promoted using Facebook which helped the company to grow its online following. Facebook has proven to be a powerful tool for the company as it allows the firm’s staff to communicate with customers, enable customers to see the company’s products without the need of visiting the premises, launch new products, offer deals such as freebies and discounts, as well as offer customer service.
Twitter–This is an online tool that allows people to follow others or business to share and create content they are in. Boost Juice has accumulated twitter followers of more than 13,000. The company believes that this platform while excluding businesses is for people who follow others on Twitter. Just like Facebook, Twitter is also used to market the company’s products, introduce new products into the market, interact with customers, provide customer service, monitor feedback, and analyze trends.
Instagram- This is an online tool that lets people share pictures and videos. In 2016, Boost Juices has Instagram followers of 65,000 (Carroll 2016, p.1). These numbers are expected to grow given that Boost Juice Bars is perceived as a winning and well-recognized brand on the social media platform. The company mainly uses Instagram to display pictures of its products.
YouTube–This is an online hosting tool that allows people to share videos. Boost Juices has YouTube subscribers of less than 500. The company conducts major campaigns and advertisements on YouTube. Boost uses YouTube to videos market its most cherished products to its existing and new customers. It has been reported that because of its custom-made videos, the company has managed to attract new and existing customers to their outlets. These videos are usually released during school holidays to ensure that a broad base of customers take part in the fun and win free products (Boost Juice n.d, p.16).
Boost Juice Company also makes use of other social media outlets such as LinkedIn and mobile apps to promote its products and to interact with their customers.
LinkedIn – LinkedIn is a social media networking site that is widely used for business purposes. Boost Juices has LinkedIn followers of slightly above 1,000 (Boost Juice LinkedIn 2017, p.1). The website is mainly used to share information about the current updates and business ventures, to promote its products, and to attract and find potential employees.
Mobile apps–This is a software program for electronic devices like mobile phones, video game consoles, and tablets. Most businesses are now using this tool to enhance their operations, sell products, and provide customer service support. It is evident that Boost has fully conquered the digital world and with it, it has transformed the way the company does its daily activities. In 2014, the company launched an app called the Boost app (Boost Juice n.d, p.21). The app started on a great note, and in just three months it had accumulated more than 250,000 downloads (Boost Juice n.d, p.21). Since then the app has grown. The app was founded with the aim of allowing customers to order their products in advance.
With a strong social media presence, Boost Juice Bars is the company it is today because they are committed to examine and understand the online platform and the customers they attract. The digital world has allowed the company to conduct a two-way conversation which improves customer satisfaction and experience. The manner in which the company communicates with its customers is different and fantastic. For this reason, it is reported that Boost’s engagement rate to be at above 130% (Carroll 2016, p.1). The two-way communication process employed by the firm helps to improve the brand creating an enabling environment where fans and customers want to interact even more (Gyarmati 2015, p.12). In addition, Boost uses a conversational tone that reflects that of their target customers and followers.
Boost Juices faces competition from companies like Cha Time and Top Juice. Social media tools used by Cha Time include Facebook and Instagram (Chatime n.d, p.1). Chatime has Facebook followers of about 67,000. Facebook is the company’s main social media channel for promoting its products, communicating with customers, and providing customer service support. The company’s Instagram has almost 9,000 fans while Twitter has 400 followers. On the other hand, Top Juice also uses social media channels like Twitter, Facebook, and Instagram to market its products (Top Juice 2014, p.1). Facebook is the main social media network used by top juice with almost 14,000 followers. It has less than 500 twitter followers and 6 thousand Instagram followers. From the above statistics, it is evident that Boost Juices has a strong presence in the social media world compared to its competitors (see appendix 3). This can be attributed to the fact that Boost places much emphasis on social media platforms.
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Strengths v Reduced employment costs v Market reach v Cheap |
Weaknesses v Small group followers v Dynamic environment |
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Opportunities v Loyal and a more educated society v Speedy access to customer issues |
Threats v Possibilities of lost trust v Account hacking |
Strengths – Social media channels can penetrate a much wider target market. For this reason, it is a cost-effective tool for marketing Boost products and services. Also, due to the introduction of say, LinkedIn, Boost can now advertise and recruit potential employees at much lower costs compared to the traditional methods where vacant positions were published in print media which was expensive.
Weaknesses – Today’s business environment has become more dynamic due to new technologies being developed each day. This warrant company’s like Boost to stay abreast to identify new and improved technologies such as new or updated social media networks in place. Boost has a small group of LinkedIn and YouTube followers which limits their market reach.
Opportunities–Social media has the capacity to help Boost Company build strong, loyal and more knowledgeable customers. At the same time, companies can promptly address their customer issues.
Threats–One common threat to social media platforms is that they are very vulnerable to hackers and fraudulent activities. This tends to push people away from online channels due to lost trust.
The following are some of the recommendations for Boost Juices to ensure best practices in social media marketing. When using online platform, Boost may consider tagging people in posts in order to leverage off the fans and customers and warrant recognition. Boost Juices has limited subscribers and online activities in LinkedIn and YouTube, to increase the fan base, the company may consider introducing social media contests to help improve engagement. The company may also consider featuring its follower’s pictures in their online platforms and encourage them to use the firm’s hashtag. Conforming to these recommendation helps to ensure transparency and consistency when sharing content and increase the use of two-way communication.
Conclusion:
As technology developed, various social media networks were created. With most people being active on social media accounts globally, these mediums now include tools like Facebook, Twitter, Instagram, and YouTube. To broaden exposure and reach to customers, businesses are required to have a notable presence in social media. Those businesses that are inactively offline or do not have these presence risk the opportunity to increase their customers and fans. Boost Juices has a strong presence in social media, the reason it has established loyal and educated customers to assume the position of one of the world’s most recognized brands. The two-way dialogue created by social media has made it possible for Boost to build powerful online communities and connections that draw leads and influences referrals. While conforming to the specifications and variables helps to ensure the success of social media for Boost.
References:
Boost Juice Facebook. 2017. https://www.facebook.com/pg/boostjuice/likes/?ref=page_internal
Boost Juice LinkedIn. 2017. https://www.linkedin.com/showcase/98323/
Boost Juice Twitter. 2017. @boostjuiceoz. https://twitter.com/boostjuiceoz?lang=en
Boost Juice, 2017. Company Profile. https://www.boostjuice.com.au/. Accessed on 23 May 2017
Boost Juice. n.d, Boost Study Kit. https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf. Accessed on 23 May 2017
Carroll, K. 2016. 3 Australian Businesses That Are Winning at Social Media (And What You Can Learn From Them). https://www.zimpleweb.com/blog/3-australian-businesses-that-are-winning-at-social-media
Chatime. n.d About Us. https://chatime.com.au/
Dias, D. 2016. Boost Juice, Showpo, Wink Models and Frank Body share their secrets for Social Media Day. https://www.smartcompany.com.au/marketing/social-media/boost-juice-showpo-wink-models-and-frank-body-share-their-secrets-for-social-media-day/
Gyarmati, A., 2015. From monologue to dialogue: digital content strategy for corporate marketers (Doctoral dissertation, SIMON FRASER UNIVERSITY).
Top Juice. 2014. About Us. https://www.topjuice.com.au/
Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence & Planning, 32(3), pp.328-344.
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