Amazon SWOT Project

MAR4233 Swot Analysis Project - Amazon

1. SWOT Social Media Analysis MAR4233 – Social Media Marketing Geysel P. Carcamo Andrea Garcia Morales Zhanna Hofstatter Wendy Reyes

2. Background/Company culture Amazon was founded in 1995 by Jeff Bezos and is based out of Seattle, Washington. One of the largest e-commerce websites in the world. The company is widely known for its wide selection of books, although the site has expanded to offer furniture, apparel, music, and electronics. Similar to  eBay, users can also purchase and sell items using Amazon’s online marketplace systems. Amazon bills itself as the world’s most customer-centric company. Customer satisfaction seems to be at the core of everything the company does. Bezos , the CEO, is known for being relentless in making sure customer satisfaction is always kept as a priority and everyone in the company seems to live by this one principle. .

3. Strengths

4. Strengths Amazon’s strong presence in social media sites 1 Amazon connects with its customer on its social media sites with frequent post Post once, or more, a day Promotional products and behind the scenes looks Generates content that is useful to consumers 2

5. Strengths Amazon has innovative ideas that keep audience engaged such as using Snapchat to provide promotional deals 2 Connects with all age groups by successfully using ALL social media networks

6. Strengths It, itself, is a social media platform (of sorts ): Customer Reviews: Amazon was a pioneer for online shopping as it was one of the first platforms that allowed the interaction of customers. It retains its influence today as a “real-time recommendation engine ”

7. Weakness

8. Over Promotion Facebook posts are purely promotional with links to products. Amazon never offers information, articles, funny pieces, contests or asks seemingly random questions to spark a conversation. Weakness

9. Too broad (no local focus) Amazon uses the same marketing strategy for every region in the country that may not be very efficient because it overlooks regional and cultural differences that affect consumer behavior. A lack of consistent 'voice' between different social media channels. Examples: Facebook account is overly promotional LinkedIn is more conservative Twitter account is fun and interactive. Weakness

10. Impersonal: Some consumers may sometimes get the impression that posts are being generated by a machine rather than a person. The social media department sometimes feels out of touch. For instance, some complaints go unaddressed or addressed poorly. Weakness NO REPLY AT ALL

11. opportunities

12. Content – Facebook Facebook is lacking high quality images and videos. They should invest in equipment or have customers create high quality, and more organic, content by holding “Show us how you use our product.” This would also be a great way to create brand loyalty. Opportunities

13. Content – Instagram With the recent Instagram updates allows users to view post online, Amazon can take advantage and add links to their post to purchase their products. There is a boom in companies like LiketoKnow.it , where products featured to Instagram are emailed directly to the consumer for purchase. Opportunities

14. Content – Pinterest The Pinterest market is more lifestyle driven, thus Amazon would benefit greatly by not just posting their products, but by posting how their products can be used. This can be done by sponsoring social influencers or bloggers to create post with Amazon products. Opportunities Mostly Products… No “how to” images…

15. Threats

16. Local Online Retailers: Local low-cost online retailers may surpass Amazon on shipping quickly and less expense. Regional retailers have greater product selections and better knowledge about the home market . Threats

17. Low Consumer Interest: Low customer interest in social media post. The competitor (Etsy) is going after the same e-commerce consumer audience that Amazon is. Customers decide which companies capture their interests most on social media. People can’t be forced to follow, and they won’t comment or “like” information if it’s not appealing enough. Threats 2285 likes 1,028 likes Vs.

18. Negative Impressions: The impression of industry incompetence. The more business Amazon conducts, the more negative followers will bombard social media with their negative experience. When it comes to social media, there is no barrier for accessing a social media account and very few obstacles to stop customers from publishing what comes to mind. Threats

19. Social media sites Facebook Likes: 26,239,745 Twitter Followers: 2.1 Million Tweets: 15.2k Pinterest Followers: 19.6k Pins: 3.9 k

20. Social media sites Instagram Followers: 228k Post: 613 Youtube Subscribers: 61,834 Views: 114,023,541 LinkedIn Followers: 1,365,536 Employees on LinkedIn: 88,935

21. Purpose: Social media strategy analysis Amazon’s strategy on Social Media is to increase brand awareness and profit/sales. By creating a powerful post or image they sell a relatable, approachable, likeable brand, which in turn creates brand loyalty. Objectives: Brand identity: Social media is means through which Amazon can build and maintain a positive brand association Build brand awareness: Amazon is able to discover and connect with new customers , partners, suppliers etc. because of the exposure offered by social media Build a strong costumer base: Amazon builds ties with existing and potential customers by maintaining a constant “conversation” through social media

22. Tools: Social media strategy analysis Target: Ages 45-54 Facebook and Instagram offer a valuable opportunity to interact with consumers and learn about their likes and dislikes as well as other feedback and trends. Target: Ages18-35 Instagram and Snapchat offer a great opportunity to target millennials, Ages18-35 consumer, and create one-on-one customer experience. This tool may offer the opportunity for special promotions. Target: Ages 35-54 LinkedIn is a good tool for recruitment and public relations because its user base are the most educated of all social media tools.

23. References: ( n.d. ). Retrieved from Forbes: www.forbes.com/sites/georgeandres/2012/04/04/bezos-tips/ Amazon Profile . ( n.d. ). Retrieved from Facebook : https://www.facebook.com/Amazon/?fref=ts Amazon Profile . ( n.d. ). Retrieved from Instagram : https://instagram.com/amazon/ Amazon Profile . ( n.d. ). Retrieved from Pinterest: https://www.pinterest.com/amazon/ Amazon Tips & Tricks . ( n.d. ). Retrieved from Pinterest: https://www.pinterest.com/amazon/amazon-tips-and-tricks/ Borison , R. ( n.d. ). Amazon Leads the Way as the Most Influential Brand on Social Media . Retrieved from INC.: http://www.inc.com/amazon-leads-the-way-as-the-most-influential-brand-on-social-media.html Lithium Reveals the Klout 50: Retail Edition . ( n.d. ). Retrieved from Lithium: http://www.lithium.com/company/news-room/press-releases/2014/lithium-reveals-the-klout-50-retail-edition Minsker , M. (2015, July 10). 10 Ways Amazon Has Changed Customer Service in 20 Years . Retrieved from Smart Customer Service : http://www.smartcustomerservice.com/Articles/News-Features/10-Ways-Amazon-Has-Changed-Customer-Service-in-20-Years-105131.aspx= Sareen , H. (2013, September 4). Why Amazon Is the Most Social, Least Social-Friendly Commerce Platform . Retrieved from Social Media Today : http://www.socialmediatoday.com/content/why-amazon-most-social-least-social-friendly-commerce-platform STAMBOR, Z. (2013, December 5). How social is Amazon? Retrieved from internet Retailer: https://www.internetretailer.com/2013/12/05/how-