G2 INDIVIDUAL PROJECT | National Geographic

national-geographic-logo

Background 

Founded in January 1888, The National Geographic Society is a “global non-profit organization committed to exploring and protecting the planet” (National Geographic Society, n.d.). The society sponsors and funds research and conservation projects as well as provides grants through their various educational initiatives. The society also publishes written materials and journals, with the National Geographic Magazine as their most notable and successful publication.

Catching on with the advancement of technology in the 21st century, National Geographic has also expanded its reach to social media. Not only have they been able to maintain their success in the sector of print publication, they are also one of the most successful and most engaging publishers of online social media content, rivalling Huffington Post and Buzzfeed.

Research Question

  1. How can National Geographic maintain its leadership in the social media sphere; and
  2. How can National Geographic further increase user engagement

Social Media Analysis 

For this report, I tracked data on activities of National Geographic across its three main platforms – Facebook, Twitter and Instagram – over a two-week period to investigate how the posts and strategies vary depending on the platform. As of April 2016, National Geographic has over 99.1 million followers across all three of its platforms, with Instagram garnering the most followers (47.7 million) and largely contributing to its success in social media.

Facebook

No. of followers: 40,115,365

Frequency of posts: Average of 8 posts per day

Average no. of shares & likes per post: Average of 23, 317 shares, 154 likes per post

Twitter

No. of followers: 11.3 million

Frequency of posts: Average of 15.25 tweets per day

Instagram

No. of followers: 47.7 million

Frequency of posts: Average of 8.6 posts per day

Recommendations

To increase consumer engagement and brand awareness, National Geographic can create informative original content for their Snapchat platform. With the increase in millenials travelling and exploring the world, and going on expeditions on their own instead of with commercial tour groups (Machado, 2014), this function on Snapchat’s Discover will give them tips and information about the places they travel to. By employing this form of native advertising, as well as the interactive nature of Snapchat’s functions, National Geographic will be able to increase their brand recognition and brand awareness. It will also make the National Geographic brand synonymous with ‘travel’ and help them expand their National Geographic Travel subsidiary.

G2 | Group 3 | Famous Amos

famous amos

Famous Amos was first established in Los Angeles in 1975 by Wallace Amos. After undergoing several buyouts, it is now a subsidiary under Kellogg Company. It offers a diverse range of cookies, muffins and brownies coupled with attractive gift packaging. There are Famous Amos outlets worldwide, including a total of 16 outlets in Singapore (as of February 2016). Its products can also be found in vending machines in United States of America and supermarket chains.

Famous Amos has to find ways to maintain relevance in a market where consumers are increasingly health conscious and have a wide variety of options to choose from. As Famous Amos’ target audience is catered mainly to young adults who have the spending power and tendency to buy cookies as gifts, there is a need to utilise social media to strengthen customer loyalty.

Research QuestionWith the changes in consumer preferences and an increasing variety of options available today, how can Famous Amos maintain its market position relative to its competitors?

We’ll be sharing more on our project in class on Friday so stayed tuned for our presentation!

Cheers 🙂

Dorothy Lee Chin Teng | Ko Yu Hui | Maisarah Ahmad Zohry | Tan Jing Yi | Toh Le Qi