In this post, we will look at two fan pages for Gatorade. Unfortunately,
like Red Bull, we could not find a third fan page on Google+. Regardless, fan
pages are pretty basic in the content they provide. The creators, who are
usually fans of the product or company, will often post items that the official
pages share, retweet fan-made things, or post videos they’ve made in
appreciation for the product or company. Fan-made pages are actually
disappearing, with the verification system we mentioned before; many fan-made
pages can be hard to find. If you are looking for one, search the company with “unofficial”
in the search query. Anyhow, some still exist and we managed to find one for Gatorade
on Facebook and Twitter.
In this post, we are going to look at Red Bull’s and
Gatorade’s Youtube channels. Red Bull comes out strong by posting a video
almost every day. Their most recent upload as of this post was 4 hours ago. The
majority of Red Bull’s Youtube uploads are sports
videos relating to their various events they cover and sponsor. It mostly has
to do with dirtbiking, skiing/snowboarding, WRC
and biking. None of their
videos are advertisements for the actual Red Bull drink. Gatorade uploads a bit
differently by uploading every a few videos in groups every few weeks. Their most
recent post was 4 days ago, then a few videos were uploaded 5 days ago, and
then the rest were much further spaced apart. Gatorade uploads mostly sports related videos, usually interviews, or inspiration stories and many advertisements for their drinks, and food.
As for popular videos, one of Red Bull’s most successful
recent video was “Urban Snowmobiling in Saint Paul | Levi LaVallee”. The video
currently has 374,462 views, 7,128 likes, 81 dislikes, and 366 comments. The
Gatorade video that has recently been popular is their “Gatorade | Your Game IsOur Lab”, which currently has 123,166 views, 151 likes, 3 dislikes and 17
comments. These two videos have clearly been successful because they are
interesting with the fan base that watches these videos. Gatorade’s video is
one of their recent promotional campaigns and Red Bull’s is just a unique
concept that many would like to do; snowmobiling stunts through a city.
In this post, we are going to look at the profiles of Red Bull and Gatorade on Google+. Both companies are present on Google+, but like
with most of Google+, both companies aren’t terribly active. Red Bull hasn’t
posted anything from 2016, with the currently most recent post dated December
12, 2015. On Gatorade’s page, their most recent post was from June 16, 2015;
which would indicate they are even less active than Red Bull is with their
Google+ page. Red Bull posts images and videos of extreme sports, and ‘inspiring’
photographs. Most posts have moderate social success, but it’s unlike Facebook
or Twitter. Gatorade posts images and links to their various products as well as
inspirational sports stories, as well as various sports events and stories.
Red Bull's Google+ post referencing WRC
For their more successful posts seen, Red Bull posted a
photo of a WRC event, with
484 +1’s, 24 shares, and 5 comments. Gatorade posted a .gif of a spinning cap
off one of their signature drinks
that gained 68 +1’s, 4 shares and 7 comments. Both companies have incredibly
low participation from both the companies and fans on their respective pages.
But it makes sense considering Google+ is a relatively unpopular social media
platform, often with people forgetting they exist.
In this blog post, we are going to look at Red Bull and
Gatorade’s Twitter pages. Both pages are used less than their Facebook
equivalents, but they are still used frequently. Red Bull posted 4 posts in the
last 24 hours. Whereas Gatorade posted 3 times in the last 24 hours. That’s a
lot closer together than the two companies Facebook profiles were.
For content, #Red
Bull focuses on sports and sponsorship related content as well as
articles and coverage of events from their website. They also retweet different
company’s tweets they work with. They cover everything from #skateboarding, #surfing, #rally/WRC, #biking,
#racing, general #sports and more. Very few to
none of their posts are about their actual products, but just unique pictures
or videos they deem relevant. #Gatorade
takes a much more split approach and retweets #sports events and their #GSeries product line. They post and retweet the different
players they sponsor as well as crowd pleasing moments in recent various sports
games.
Red Bull's Vine Video they Tweeted
Two of the more successful tweets for the two companies was
Red Bull’s Vine video clip for a
unique and different camera angle from dirt biker, Ronnie Renner. In the clip,
the camera spins around his head as he mounts off a large jump into the snow. The
tweet received 74 retweets, and 218 likes. As for Gatorade, they retweeted JimmieJohnson’s NASCAR win at the #FoHQT500
atAtlanta Motorspeedwayon February 28th.
The original post came from @NASCAR, and gathered 374 retweets, and 597 likes.
As Gatorade is a large sponsor in NASCAR, it makes sense for Gatorade to
promote both NASCAR and therefore, their own products.
In this post, we’re going to look at how Red Bull and
Gatorade use their social media profile. First off, we noticed that
Red Bull posts usually about twice an hour. As of the time of writing this
post, Red Bull posted 20+ different Facebook posts in the last 9 hours. Now
compared to Gatorade, they posted 7 different links since the start of 2016.
That is a stark contrast between Red Bull who can post near 50 items in one
day, and Gatorade, who posts around 2 items per month.
As for content, Red Bull often posts interesting articles
and links to thing they find relevant or unique. Red Bull will also post links
from different languages, meaning they cater to other countries, and not just
English speaking. Gatorade on the other hand posts only English links that are
usually promotions for their own products, or interviews with athletes they support.
Neither company uses the 50/50 rule too often, as Red Bull
doesn’t often promote their Red BullEnergy Drinks and will often post news from their Red Bull Racing Division and articles from their own site,
or from other websites they support. Gatorade on the other hand, usually only
posts Gatorade Drink Promotions
and advertisements for their products.
Two successful posts we decided to look at, was Red Bulls
pinned post for ‘Hard Enduro’, a motocross event, and an unpinned post
for one of Gatorade’s most recent commercials for their product line of ‘fuel foods' and drinks that top athletes require to perform their very best. The Red
Bull post had 56k likes, 2.5 million views, 11,513 shares and 3,119 comments.
The Gatorade post had 18k likes, 2.2 million views, 2,002 shares and 159
comments.
Red Bull's Currently Pinned Facebook Post
Both posts were successful as the Red Bull one is very
unique, as it’s an uncommon form of motocross, and the Gatorade post is a
creative advertisement for their line of products, something Red Bull does not
often advertise.
A study on Gatorade and its
social media presence.
Gatorade Logo, 2016
Social Media Venues
Facebook (Gatorade)
Twitter (@Gatorade)
Youtube (whatsg)
Instagram (@gatorade)
Google+ (gatorade)
FourSquare (gatorade)
Pinterest (gatorade)
Gatorade takes a much more slow
and subtle approach to their online presence. Gatorade posts very little online
content, and on their Facebook page, have posted three items to their since February
2016. Gatorade posts about one post per day on their Twitter feed. Gatorade
also posts videos occasionally to their Youtube channel, and they are either
very short (less than 1 minute long) videos and/or are commercials.
Gatorade's Facebook Page, 2016
The majority of Gatorades content
they post is sportsrelated. They will post when athletesuse their various
productsand
will post other sports related content such as congratulations to different
athletes or will post highlightsfrom different sports games.
As for social media, Gatorade has 7,282,072
Facebook likes and 334k Twitter followers. Gatorade does not command much of a
social media following, but clearly people who like Gatorade, follow it because
of their products. Whereas many people follow Red Bull for all the cool,
non-drink related content they post. Gatorade definitely has a social media
presence, but it’s unlike their competitors.
In the world of web design and promoting products, you want visitors and people looking for your website to visit and locate your site. When competing for results, you want to be the first link people find. With that in mind, we have investigated the two websites, RedBull.com, and Gatorade.com, to see who has better optimized their website in the field of 'search engine optimization'; the process of making your website 'web ready' and making sure your website is readable to users as well as web crawlers looking for metadata to rank your site depending on its overall quality and usability.
Introduction
SEO or Search Engine
Optimization is an important aspect of web searching and website optimization
as it improves your visibility in relation to a search engine. The more visible
or accessible your website is to a web crawler agent, the more likely people
are going to find your website when searching for a particular product or item
that relates to your company and/or product.
Screen Captures of both home pages:
SEO Considerations
Red Bull
Gatorade
URL:
http://www.redbull.com/ca/en
http://www.gatorade.com/
Keywords used on each site:
Music,
Energy, Sports, Events, Motorsports, eSports,
Games, Bike
Gatorade
| G Series Sports Drinks for Energy, Hydration and Recovery
<meta name="description" content=“”/>
Produces
a variety of energy drinks in the USA. Offers information on each product
along with apparel and information on their sponsored teams.
Official
Gatorade home page – the source for everything Gatorade including the G
Series, sports science innovation, nutritional information to help you win
from within.
<meta name="keywords" content=""/>
Nothing.
Nothing
Site upload speed:
Fast
Fast
Quality of written content:
Excellent
Excellent
Quality of Visual Content:
Excellent
Excellent
Alt Text used:
“Local
skater Marco KadaHardlfips
a stair set in Vienna, Austria”
“Red
Bull Cold Rush Freeski Event”
“Energy
Chews”
“Thirst
Quencher”
“Protein
Shake”
Captions used:
“Pick
your Cold Rush People’s Choice Award”
“The
Science of G, featuring Cam Newton”
Quality of Layout:
Articles
are laid out nicely, displaying which are more popular, depending on the size
of box they’re advertised in.
The
page easily allows customers to view their product selection and can quickly
find the most popular products and quickly view their page and information.
Call-to-action:
Red
Bull’s site makes it very difficult to find their actual products page, and
instead, focuses entirely on news articles and sponsorship, making their
product selection difficult to find.
Gatorade
shows right away what they sell, and what it can do for you. Their drinks
selection is right on the home page. It makes it much easier to see that they
actually sell products and promote them, which is very different from Red
Bull.
Anchor Text:
Yes
Yes
Mobile Friendly:
Yes
Yes
Content is “shareable”:
Yes
No
Links to Social Media:
Yes
Yes
SERP ranking results when using keywords from this table:
“Red
Bull” - #1
“Energy
Drinks” – 14, 2nd Page
“Gatorade”
- #1
“Energy
Drinks” – N/A
Gatorade does not show up
Google Trends:
Include your topic,
and your two brands.Include the search
terms with your screen capture.
Google Trends Insights:
From the last 12
months, I can see that Red Bull is much more often searched than its
competitor, Gatorade. Red Bull provides an assortment of articles and events
that it sponsors as a company, and writes many articles and new stories on
everything from sports to motorsports to even eSports.
Gatorade however, promotes a few athletes they sponsor and offers links to
their product pages.
Summary:
Red Bull definitely
gains its strengths from doing editorial style articles and sponsoring events
that are really unique and interesting to people, including those who don’t
like or watch sports. They do a variety of coverage and have even included
video game coverage now, not something that usually requires Red Bull to do.
Gatorade focuses its
attention much more to its own products and offers some unique, interactive
videos of the various athletes they sponsor. They seem to be much more open to
the fact they sell a product, whereas Red Bull actually makes it difficult to
find their drink page.
Conclusion:
In conclusion, I would
say Red Bull makes use of their site better, in terms of who they are as a
company. Red Bull over the years has moved away from focusing its brand on
their actual drink products, and has moved more to sponsorship and awareness
campaigns of unique sporting events. Gatorade promotes their own product a lot
more and you can see it in their site. As mentioned above, Red Bull makes it
difficult to find their products page, and Gatorade offers their products right
on their home page. But considering Red Bull has moved more into sponsorship,
Red Bull certainly has a better site and usually comes up first when you search
for any sporting event, especially if it’s a Red Bull sponsored event. Red Bull
also does a much better job putting their name out there, and commonly teams up
with companies like GoPro to film and promote their
sporting events; since the two companies usually go hand-in-hand now.
APA Citations:
Google.
(February 2016). Google Trends. [Energy Drinks, Red Bull, Gatorade]. Retrieved
from https://www.google.com/trends/explore#q=Energy%20Drinks%2C%20%2Fm%2F0gl8r%2C%20%2Fm%2F01ghgx&date=today%2012-m&cmpt=q&tz=Etc%2FGMT%2B5
Red
Bull. (2016). Red Bull Gives You Wings –
RedBull.com. Retrieved from http://www.redbull.com/ca/en
Gatorade. (2016). Gatorade | G Series Sports Drinks for Energy, Hydration and Recovery
Retrieved from http://www.gatorade.com/
