Social Media Monitoring Pt. 2: Enterprise

Intoduction:

Following up from the first part of this social media monitoring analysis project, we have provided qualitative research about Enterprise Rent-A-Car company, discussing how the company functions within the groundswell using social media. Li and Bernoff's novel Groundswell discusses how the "groundswell" is determine by what the customer thinks and not what the company thinks of their own brand.

Founder of Enterprise Rental-A-Car Jack Taylor, a former navy veteran agrees with Li and Bernoff that the 'groundswell' is firmly based on what the customer thinks of the company as Jack Taylor quotes, "take care of your customers and employees first, and profits will follow". Ever since, his rental business and trust with his customers and his employees allow his business to flourish into what is now worth a multi-billionaire company. 😮

Objective:

In the second part of this social media monitoring project, we have discuss qualitatively, how both rental car competitors Enterprise and Hertz, have had a similar fluctuation track in engaging within social medias such as Twitter, Instagram, Youtube, and Facebook. Quantatitvely, we have seen there is variation between the two that are shown in Socialmention and Google Trend that may be because Enterprise is a larger rental fleet company in compare to Hertz.

Now analyzing Enterprise from last 30 days on Google Trend.

Looking at this graph on Google Trends, we still see a steady fluctuation in searches for Enterprise Rent-A-Car since our last update, noticing there has not been any significant impacts that may stir up the groundswell in search queries. Although on Feb 23rd 2018, Enterprise Rent-A-Car agreed to sail away from supporting the NRA (National Rifle Association) causing backlash and commotion by customers/followers who are supporters of the NRA through social media. There has been a peak in search queries for that day coining the term 'Enterprise NRA'.

searches for Enterprise NRA (30 days)

Social Mention:

Enterprise Rent-A-Car                                                                                           Hertz

On the left is (Enterprise Rent-A-Car) / on the right is (Hertz Corporation).

I had some trouble finding an accurate depiction for Enterprise Rent-A-Car as a search query as the term Enterprise is generally associated with other definitive meanings, we include Rent-A-Car with hyphens (-) in between the words for Rent A Car to make a clearer depiction for the company for its search queries. As a result it seems to have strong social mention base in strengths, sentiment, passion, and reach as shown above ↖

For Hertz on the other hand, there is a more clear and accurate depiction for Hertz as a search query as the term is unique to their brand name and not a generalize term for other definitive meanings like Enterprise. Surprisingly enough, the search for Hertz has a significantly higher social mention base in strength, sentiment, passion, and reach shown above ↗

As a conclusion to this comparison through socialmention gadget, I feel it is strange that Hertz is out-sizing Enterprise Rent-A-Car in search queries especially for a company like Enterprise that is almost double the size of Hertz to be taking the lead in social mention base.

Facebook:

Last time we talked about how Enterprise Rent-A-Car is engaged in the groundswell by working with many different social media accounts to bring in a community with their customers and followers. Li and Bernoff mentions when engaging in the groundswell by creating a community, companies must also embrace the community by talking, listening, supporting, and energizing their customers and employees. From last time, we mention how Enterprise within their social media base, are not interacting with their followers/customers and instead are sharing sponsor partner posts and posting their advertisements about Enterprise. As a coincidence, Enterprise Rent-A-Car are finally cooperating within the groundswell, commenting back to members on Facebook page to make a interpersonal impression to their members.

Here an example ↓

Enterprise speaks to one of the members who have had a bad experience at Enterprise and wants to follow up with the member to discuss what has happen to resolve this issue. Nice Job Enterprise! Finally taking up what Jack Taylor would want for his company to do "take care of your customers first".

There likes on Facebook has also increased since last time as well:

415,392 - 417,401 likes 👍

There most recent post with celebrity Joel McHale talks about March Madness and puppies, Enterprise definitely tapping into the groundswell.



Twitter:

Last time on Twitter we mention how Enterprise Rent-A-Car are active in their social media scene. We notice there engagement within the community although there was a lack of communication with their members and followers who have made posts about their company. I'm guessing they have taken our advise to embrace the groundswell by 'voicing' with their members.

↓Here Enterprise compliments their members while interacting in tweet ↓

They have also increased in their followings since last time:

31.2K followers to 31.6K followers

Seems to be working for them! In one of their most recent posts, they engage in the groundswell using their famous green logo to celebrate St. Patrick Day with the Enterprise Team #LuckyGreen.

What a way to connect with customers and the employees!

Instagram:

Last time we talk about how Enterprise's instagram account lack a number of followings and engagement within the groundswell especially for a multi-billionaire company and comparing to other social media accounts. We see Enterprise has uploaded a video of Joel McHale in celebration of March Madness although still lack publicity as account.

There needs to be more engagement on their Enterprise account to gain more publicity and engagement with the groundswell!

Youtube:

Same goes to Enterprise youtube channel since last time. There channel has not change their most recent post with Joel McHale talking about March Madness and puppies and still remains with Kristen Bell as their last video posted since.

There must be a change in this groundswelling!

Target Audience:
Our evaluation to say Enterprise Rent-A-Car's target audience are targeting as a whole are mostly young and old travelers who are 21 years old of age or older. I have notice their policies are strict on drivers who are 21 of age or older to drive a rental car, and their advertisements and sponsors are involved in sports on what is popular to the demographical of young and old adults. Sponsors like NHL (National Hockey League), NCAA March Madness (College Basketball), and movie celebrities (Joel McHale and Kristen Bell).

Expanding more on this target audience allows young and old travelers to see Enterprise involvement within the sport scene to be popularize to the audience who watch the games and sees possibly one day, a watcher might need a rental in the future and looks to Enterprise to be one of their choices as it covered in their sport coverages.

Enterprise should continue to work closely with different sports as it is popular venue to their customers and followers to see they are part of the action and helping different sport associations be engage in the groundswell.

SWOT analysis:

Strengths:
Enterprise Rent-A-Car are engaging creatively in the groundswell within social media.
Communicating with their members or embracing the groundswell allows followers and members to be engage and be part of the community especially on Facebook and Twitter.

Weaknesses:
Enterprise Rent-A-Car are not as consistent in their social media accounts on Instagram and Youtube. There is a lack of following or engagement within these social media venues in comparison to their other accounts Twitter and Facebook. (Needs more engagement)

Opportunity:
Continue to energize the groundswell by embracing the members or followers by commenting and sharing with members. Continue working with their social media accounts especially instagram and youtube as their is an opportunity to expand their following and publicity.

Threats:
If Enterprise does not continue their engagement within the groundswell, other competitors like Hertz will build stronger reputation through the groundswell in social media that may cause a threat to their following or clientele to switch over or not feel the loyalty for their company.

Goals:
Enterprise Rent-A-Car's has done a nice job engaging in the groundswell marketing their brand in sponsorships within sport organizations like NHL, NCAA, and including popular movie celebrities to be the face of their company. For the company, continue to listen, engage, talk, and energize the members and employees to gain feedback on what can be improved.

Enterprise Rent-A-Car does a good job marketing their company within the groundswell of social media by communicating to members and followers within Facebook and Twitter. Enterprise should continue looking for other rallies of sports or interest of young and old adults that are trending that the company can possibly collaborate or partner with for expansion.

Another way is to try create engagement or contest within the groundswell that members or followers can participate in that stir up some trends within the groundswell for the company to be socialize or mention to gain publicity.

Conclusion:
Overall Enterprise Rent-A-Car has been doing a great job maintaining that groundswell's engagement within social media. They are active and engaging to their followers by supporting other organizations to be included in other venues. They communicate to their followers to make interpersonal connection and resolve any issues that may occur. They can do a better job on Instagram and Youtube as those social media pages are important to the groundswell and interacting with their members. Enterprise Rent-A-Car can also broaden their target audience as it may only be implying a young and old audience and can be shape to wider audience of interest.