Individual assessment – social media audit and competitor analysis:

1.Description of my subject

I chose the website of skiing area in Czech Republic called Špindlerův Mlýn. It is the most popular skiing area in Czech Republic and the website is about everything, what you want to know before visiting, information about the weather, snow, opening hours, price information, how many ski slopes and ski lifts they have, if you can use it in this time, which events are going to be there in the nearest future. They have also the option to change it to the summer mode and what you can do there during the summer session. You can find there also information about the accommodation in this area, how you can get there (if you want come with a car or with a public transport). Another useful information on the main page is an option of seeing webcam and a photopoint for customers.

On the website you can find two main icons to the channels, what they have, the first one is Twitter account and the second is a Facebook page of course. I found an official account on Instagram, but till now, they did not share anything.

The target audience of this website are people, who want to visit this area, during winter session it is mostly for skiers. During summer session it is for tourists, nordic walkers. The thing that they have common is the target audience of sportive people of every age, who are using the internet. This target audience is huge and even not only for a local Czech people, websites are translated to English, Germany and Polish, because this area is located near the borderlines.

2. a justification of my chosen subject

I choose this website to work on something, what is closely related to me, to be more interested in it, also it is actual in Czech Republic and in these days it is visited a lot. The main reason why I choose it is that it is from my study area of tourism and I wanted to work on something, what can be useful for my working experiences. Since the beginning of thinking about the subject of this work I had in my mind something about sports and tourism and finally this was the best choice for me. I am interested of the analysis of the website, Facebook page and Twitter account in this time, when it should be visited very often of a lot of people and these channels should be the most active in these days.

3. Description of the competitor of my subject

The name of this skiing area is Zillertal Arena. The website has information about the weather, snow, how many ski slopes and lifts they have, if you can use them in this time, opening hours, price, which events are going to be there, you can find an accommodation, they have also the summer mode, if you want to see what to do there during the summer session. On the main page you can find an application available on Google play and App store for free. The useful information is also the map, which is from the beginning the view at Austria with the bordering states, then Austria, the nearest cities, so it is very easy for everybody, even for people who do not have any idea where is this area. Their biggest partner is BMW and they are providing entertainment during skiing, such as checking your speed and taking a picture during it and much more.

On the website you can find four icons to the channels, what they have, the first one is a Facebook page, the second is Google plus, the third one is YouTube channel and the last is information with contacts, which looks like the icon of mailbox. They have also Twitter account, but without the icon on the main page and also Instagram account.

The target audience of this website is the same as the audience of Czech area, so the audience are people, who want to visit this area, during winter session it is mostly for skiers. During summer session it is for tourists. The thing that they have common is the target audience of sportive people of every age, who are using the internet. This target audience is huge, websites are translated to English, Czech, Dutch and Polish.

 

4. A justification of my choice of competitor

As a competitor I choose also skiing area, not from Czech Republic but from Austria. I preferred to do a comparison with some big competitor, so I was not searching for the competitor from the same country.

The perceptual map:

As two criteria I chose the number ok kilometres and the price for one day. The Czech area has 25 kilometres of skiing slopes for the price 31 EUR and the Austrian area has 128 kilometres for the price 49.5 EUR.

perceptual map

 

 

 

 

 

 

 

 

 

 

 

5. A comparison and analysis of the social media use between my chosen subject and their online competitors

Facebook page of the Czech area (my chosen subject)

On Facebook page they have 15221 followers. On the main page there are the opening hours, contacts and the website link. They are posting something every day, nowadays they are posting the winter photos to attract customers, the weather forecast and information about snow. Now they have a cover photo with an event about ice sculptures exhibition with a free entrance.

Facebook page of the Austrian area (their competitor)

On Facebook page they have 94916 followers. On the main page there is the number of people who used positioning with their photos or status, opening hours, reviews, contacts, the map, the address, the website link, applications. Nowadays they are posting something every day also. Mostly photos, but also short movies from the area, links to the events.

Facebook pages are similar, you can find the photos from the season, opening hours, contacts and both pages are focused on making it attractive for customers, by photos and movies mostly.

Twitter account of the Czech area

Their Twitter account is not very improved well. They have only 41 followers and 9 tweets. They made it in November in 2013, they have here contact information, website link and introduction about this account. The main problem of not using Twitter account should be about Czech people and not so big popularity of Twitter in Czech Republic, it can be better in the future.

Twitter account of the Austrian area

They have 42 tweets on their Twitter account, 64 following, 211 followers and 14 likes. Their Twitter account also should be better, but still they are active here. Nowadays they are posting more often, on the other site the Czech area is not posting now, their posts are from the past.

6. Recommendations for the Czech area for improving their online activity

 

  1. Instagram

They have the Instagram account, but without any post. I think Instagram is very popular, even in Czech Republic young people are using it a lot. For the older population is not so useful, but they are exceptions everywhere as some young people are not using it.

  1. Application

The application for smartphones are the boom and even that it is not useful for the older people, some of them are also interested in it. The application can contain the distance with kilometres, map. The weather forecast for the next week and then customers could save it and name the trips there.

  1. YouTube channel

The movies on YouTube channel are interesting from the reason that people can see how the area looks like and for people who know it, they like to search in the movies if they can see themselves or their friends for example.

  1. Twitter

The Twitter account is in very bad situation, they posted few things but in this season there is nothing new. For Czech people is not maybe so interesting, but for foreigners is more important and if they cannot see some activity on this account, they will search for another area with better information on Twitter.

  1. Photos and movies

They should continue with posting photos on Facebook and they should improve their accounts on Twitter and on Instagram, even if they will post the similar photos. If they improve their posting movies, it can be linked with YouTube channel.

1405 words

References

http://www.skiareal.cz/

https://twitter.com/SkiarealSpindl

https://www.facebook.com/skiareal.cz

https://www.zillertalarena.com/cz/arena/winter/start_winter.html

https://twitter.com/ZillertalArena

https://www.facebook.com/zillertalarena

Klára Hatašová

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