The company I chose is Deliveroo Singapore and I analysed their Facebook, Instagram as well as Twitter page.
Deliveroo is a UK based online food delivery service that allows consumers to order take outs from premium restaurants with an average delivery time of 32 minutes. Deliveroo Singapore is the company’s first foray out of the European market into Asia.
Deliveroo generally utilizes their social media sites as promotional platforms to advertise for the various restaurants that they are working with. They also use their social media platforms to engage with their audiences through the use of humour and puns and to interact with them when they pose questions or feedbacks.
However, it is unclear if their current social media strategies are sufficient for Deliveroo to differentiate itself from the market leader Foodpanda as well as new players such as Hawker.today and remain competitive in the local online food delivery scene. Being a relatively new player in the Singapore industry, Deliveroo also faces the problem of widening their consumer base and retaining their loyalty to the service.
In light of the challenges that Deliveroo faces, the paper seeks to address the following research questions:
1) How can Deliveroo achieve top of mind awareness when consumers think of food delivery services?
2) How can Deliveroo improve on its current social media efforts to build a sustainable relationship with its consumers so as to improve brand loyalty?
In comparison to its main competitor (Foodpanda), Deliveroo’s social media presence is seen as weak and lacks a human element to it.
Facebook – Posts are mostly promotional with little engagement with audience
Instagram – Pictures are visually appealing but similarly, not much engagement
Twitter – Stagnant with few updates
Firstly, Deliveroo fails to utilize the different social media platforms properly. As mentioned previously, Deliveroo fails to tap on the unique values that Facebook and Twitter allows for. Their usage of Facebook does not encourage engagement with their followers. They mostly use their social media channels as a way to push out information but it does not facilitate for a 2-way communication. Their Facebook posts also garner likes but little to none shares or comments. It can be seen that the word of mouth potential is not being maximised by Deliveroo. This is a problem for Deliveroo as if there is little word of mouth effect; Deliveroo will be not at the top of mind recall when consumers think of food delivery services.
Secondly, Deliveroo is more product-oriented. As mentioned previously, Deliveroo mainly shares content that are advertorial in nature. In comparison to Foodpanda it is very apparent that Deliveroo lacks a human element to it. If their consumers cannot relate to them, it will be hard for them to be loyal to the brand as there is no identification with the brand. Thus humanization of the brand and having a brand personality is essential as it helps form a better relationship between the brand and the consumer.
To mitigate the above weaknesses as well as address the research questions these are some of the strategies formulated:
#1 : Contests to increase user generated content.
Deliveroo can come up with a contest that rewards winners with a $200 food voucher. All they have to do it to take a photo of their Deliveroo order and post it on Instagram or Facebook with a caption detailing their Deliveroo experience. This will allow the generation of user generated content and increase a word of mouth effect. Additionally, it will also serve as a channel for feedback to Deliveroo so as to increase 2 way communication.
#2: Sharing of behind the scenes photos and videos of staff so as to ‘humanize’ the brand
#3: Partnerships with companies such as Netflix
Thanks for reading!