Business Consultant: Abigail PeressUW 1020: Selling With Social Media
Professor McCaughey
Proposed Social Media Advertising Plan
Adidas Brand
Overview
Case for employing social media
Target audience
Competition Nike Saucony Lululemon Athletica
Current campaign Variety Structure Level of engagement
Proposed plan Facebook Twitter Instagram
Why utilize social media?
User demographics Typical social networker is aged 18-29 Age bracket 18-49 is expanding
Adidas target audience: Teenager/middle-aged men and
women Particularly athletic or active Fashion-interested individuals
*Key point: Social media provides access to the target market of the athletic apparel industry.
Competition: Nike
What is done effectively:
Facebook: Rhetorical devices Short captions Incorporating “hashtags”
Twitter: Variety Interacting with audience User-generated content
Competition: Saucony
What is done effectively:
User generated content Level of responsiveness
Competition: Lululemon Athletica
Ineffective: Posting too frequently Calls for user-generated content
are ineffective for multiple reasons
Effective: Short captions Responsiveness
Current social media use
Areas of Concern: Lack of variety Lack of engagement Structure and content
Proposed Plan
Facebook: Rhetorical appeal Structure of caption Incorporating hashtags Posting video content User generated content
Twitter: Increasing responsiveness Providing variety Finding the “magic number” Making an account for customer service
Instagram: Providing a picture that will
catch the audience’s attention Consumer psychology
studies
Example Post: “Don’t be the last one to update your athletic technology!” -With picture of the Adidas newly released product
Example Post: “Post a picture of you wearing your favorite Adidas product, tag us and hashtag #allinAdidasCompetition for a chance to win some gear signed by a famous athlete…!”
Works Cited
Hermkens, Kristopher, Kietzmann, Jan H. “Understanding the Functional Building Blocks of Social Media.” Business Horizons. 54.3. (2011): 241-251
Iqbal, Nabil. “Comparison of Strategy between Nike and Adidas.” Academia. Web. 29 Oct 2013.
Kaplan, Andreas, Haenlein Michael. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons. 35.1. (2010): 59-68.
Moth, David. “How Nike Uses Facebook, Twitter, Pinterest, and Google+.”
Econsultancy. Web. 29 Oct 2013.