Adidas – rise to the challenge of Facebook




                    Saskia Bräunlich
               Web Application – KH Le...
Adidas – Rise to the challenge of Facebook

Content of table

1 Adidas Group

2 Social Network - Facebook

3 Facebook – Ad...
1 Adidas Group

Company
• Head quarter:      Herzogenaurach (Nuremberg/Germany)
• Employees:         31.344
• Sales:      ...
1 Adidas Group

Guidelines:
   • Design, quality, image of the products
      → reach the desire of the consumer
   • Lead...
2 Social Network - Facebook

       Social structure made of nodes
       Facebook: High user engagement

                ...
2 Social Network - Facebook

                      Companies

    Looking at published          Supporting of „word of
   ...
2 Social Network - Facebook

Strong arguments

Amount of users, who are using social networks:
• ¾ of 15 – 24 year old use...
3 Facebook – Adidas Originals

Starting position - a new campaign:
„Celebrating 60 Years of Soles and
 Stripes – be origin...
3 Facebook – Adidas Originals

Communication Tools:

• Page / Profile

• Groups

• Events

• Applications


           Adi...
3 Facebook – Adidas Originals

Structure of profile - wall
• Fan area
   Amount of fans

• News Feed
   All Content, Lin...
3 Facebook – Adidas Originals

Fans of Adidas Original:
 ”Traffic” at the page of Adidas
 Opportunity to share promotion...
3 Facebook – Adidas Originals

Wall: News feed (Events, Links, Applications, Promotion)
Reactions to announcements:
a) Com...
3 Facebook – Adidas Originals

„YOUR AREA“
Appeal to a local audience:

• Local content, events, promo
• Featuring product...
3 Facebook – Adidas Originals

Share

        • Facebook application
        • Let companies promote
          events, pro...
3 Facebook – Adidas Originals

Sharing – News/Comments
• Every new post by Adidas from the news feed of Adidas
        Wi...
3 Facebook – Adidas Originals

Sharing - Product description:
•   Links to the catalogue at website
    of Adidas

New fun...
4 Conclusion

Advantages

• Boost of branding presence
• Generate consumer insight
• Listen to the audience
• Real dialogu...
4 Conclusion

Disadvantages

• Unknown how many people converting into a sale
• Identity has to be managed and monitored
•...
4 Conclusion

Personal Reflection

+ Adidas can strengthen their presence in the target group
  More difficult to preserv...
Adidas – Rise to the challenge of Facebook




     Thank you for your attention!

       For more details you can visit m...
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Adidas-Rise to the challenge of Facebook

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Adidas-Rise to the challenge of Facebook

  1. 1. Adidas – rise to the challenge of Facebook Saskia Bräunlich Web Application – KH Leuven
  2. 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. 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. 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. 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. 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. 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. 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. 9. 3 Facebook – Adidas Originals Communication Tools: • Page / Profile • Groups • Events • Applications Adidas Social Network Facebook Conclusion 9
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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