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Adidas-Rise to the challenge of Facebook
- 1. Adidas – rise to the challenge of Facebook Saskia Bräunlich Web Application – KH Leuven
- 2. Adidas – Rise to the challenge of Facebook Content of table 1 Adidas Group 2 Social Network - Facebook 3 Facebook – Adidas Original 4 Conclusion Adidas Social Network Facebook Conclusion 2
- 3. 1 Adidas Group Company • Head quarter: Herzogenaurach (Nuremberg/Germany) • Employees: 31.344 • Sales: 10,299 Billion Euro (2007) • Products: sport apparel Adidas Social Network Facebook Conclusion 3
- 4. 1 Adidas Group Guidelines: • Design, quality, image of the products → reach the desire of the consumer • Leading in innovation and design → best support of athletes • Social and ecological company with a sense of responsibility Goal: Arousal of consumer interest Adidas Social Network Facebook Conclusion 4
- 5. 2 Social Network - Facebook Social structure made of nodes Facebook: High user engagement Fulfillment of two human needs SHARING FOLLOWING Sharing of information & feelings Want to see information ↓ about other people Messages can be exchanged ↓ Pictures can be published „We are all spectators“ ↓ Fulfillment of talkativeness Adidas Social Network Facebook Conclusion 5
- 6. 2 Social Network - Facebook Companies Looking at published Supporting of „word of consumer opinions mouth“ advertising Become part of the conversation → Give the opinion leader something to click •Arrangements •Groups •profiles Adidas Social Network Facebook Conclusion 6
- 7. 2 Social Network - Facebook Strong arguments Amount of users, who are using social networks: • ¾ of 15 – 24 year old users • 68 % of 25 – 34 year old users • Worldwide 140 million active users • The average user has 100 friends • Every day more then 2.5 million users become fans of a site Adidas Social Network Facebook Conclusion 7
- 8. 3 Facebook – Adidas Originals Starting position - a new campaign: „Celebrating 60 Years of Soles and Stripes – be original!“ • Facebook • YouTube Target group uses Facebook & YouTube Adidas Original House Party Goal: to create a community of customers Identification with the brand Adidas Social Network Facebook Conclusion 8
- 9. 3 Facebook – Adidas Originals Communication Tools: • Page / Profile • Groups • Events • Applications Adidas Social Network Facebook Conclusion 9
- 10. 3 Facebook – Adidas Originals Structure of profile - wall • Fan area Amount of fans • News Feed All Content, Links, Events … • Link to “Your Area” • Links posted by fans Adidas Social Network Facebook Conclusion 10
- 11. 3 Facebook – Adidas Originals Fans of Adidas Original: ”Traffic” at the page of Adidas Opportunity to share promotion across the member networks Results: • Fans: 1.935.371 • 13.05.2009: +5,985 (+0.31%) • 11.05-17.05.09: +21,287 (+1,11%) 3rd largest fan site of Facebook Source: PageData Adidas Social Network Facebook Conclusion 11
- 12. 3 Facebook – Adidas Originals Wall: News feed (Events, Links, Applications, Promotion) Reactions to announcements: a) Comment: positive or negative b) „I like it“: positive c) Sharing with friends: positive Support of conversation about brand/product/arrangements Adidas Social Network Facebook Conclusion 12
- 13. 3 Facebook – Adidas Originals „YOUR AREA“ Appeal to a local audience: • Local content, events, promo • Featuring products/people • Tweeter feed about products • Links to local stores Presence of the brand Local stores can target their specific fans Adidas Social Network Facebook Conclusion 13
- 14. 3 Facebook – Adidas Originals Share • Facebook application • Let companies promote events, products, photos, groups, links… News / Comments Product description Adidas Social Network Facebook Conclusion 14
- 15. 3 Facebook – Adidas Originals Sharing – News/Comments • Every new post by Adidas from the news feed of Adidas Will be at the news feed of the fan site Fan will be informed without looking at the page of Adidas • Every new post of the fan at the news feed of Adidas Will be a) at his profile b) at the highlights of his friends (mini-feed) Visitors or friends of fan will recognize Adidas Adidas Social Network Facebook Conclusion 15
- 16. 3 Facebook – Adidas Originals Sharing - Product description: • Links to the catalogue at website of Adidas New function: • Post products of a new collection at fan profile • Share favorite products with friends • Link at the picture to the website of Adidas • Presentation of products • Opportunity to gain new customer Adidas Social Network Facebook Conclusion 16
- 17. 4 Conclusion Advantages • Boost of branding presence • Generate consumer insight • Listen to the audience • Real dialogue with customer Adidas Social Network Facebook Conclusion 17
- 18. 4 Conclusion Disadvantages • Unknown how many people converting into a sale • Identity has to be managed and monitored • Leader in creating groups and event pages • Negative comments complaining Adidas Social Network Facebook Conclusion 18
- 19. 4 Conclusion Personal Reflection + Adidas can strengthen their presence in the target group More difficult to preserve a customer Local approach - No proof, that fans of Adidas Original will buy clothes Facebook is a huge hype, Adidas can not ignore it Adidas Social Network Facebook Conclusion 19
- 20. Adidas – Rise to the challenge of Facebook Thank you for your attention! For more details you can visit my blog: http://saskiabr.wordpress.com/ Adidas Social Network Facebook Conclusion 20