1) Analysis of the social media presence and activity of three players of a particular industry in a particular market. 2) After analyzing their activity in at least four mainstream social media platforms, compare the results and state your conclusions (benchmarking).

1. SOCIAL MEDIA STRATEGY:
NIKE, ADIDAS, PUMA
HANNA KROHN
ALEXANDRA DRAGIC

3. SOCIAL MEDIA PRESENCE
67.09%
6.50%
25.80%
0.61%
NIKE
Instagram Twitter Facebook Youtube
40.15%
6.49%
52.96%
0.39%
ADIDAS
23.56%
6.02%
69.51%
0.91%
PUMA
NIKE:
Instagram: 75,4 M
Facebook: 29 M
Twitter: 7,3 M
ADIDAS:
Instagram: 23,5 M
Facebook: 31 M
Twitter: 3,8 M
PUMA:
Instagram: 6,1 M
Facebook: 18 M
Twitter: 1,56 M

4. TOPICS POSTED

5. NIKE
• Nike do often post motivational quotes in their posts on their
Instagram or Twitter like:
• “From the streets to the league, it’s about hustle, confidence &
style at every level.”
• “You don’t play @rogerfederer on grass. You play on his grass.
#JustDoIt ”
• Separate Facebook pages for each of its product categories
• FACEBOOK: cross-promote large marketing campaigns, such as
the #MyTimeIsNow initiative that it ran last year during the
European Championships
• TWITTER: focus is very much on responding to @mentions
rather than pushing out marketing messages, and the rate at which
some of the more popular accounts respond to users is quite
astounding
• YouTube and Instagram's conversion rate is relatively close to
amount of video posted.

6. ADIDAS
• Competitive advantage: distribution networks
• Focus on fashion and style, to be hip and modern
• Uses the most popular platforms: Facebook and Instagram
• Creates hype around its high-profile collaborations – Kanye
West, Stan Smith etc.
• Lots of posts about products and the dates they come
out
• Give control to customers:
• The ‘Stan Yourself’ initiative involved asking users to
tweet a photo of themselves for the chance to win a
personalised pair of shoes
• User generated content - widespread on Instagram, with
fans posting their love for the brand and excitement about
product launches and exclusive events

7. PUMA
• Puma is more like Adidas but still focus on talent
and achievement
• Target audience: young sporty people
• Start to collaborate with famous people to drag
more attention and attract same target group as
Adidas:
• Rihanna
• Selena Gomez
• New online and mobile platform allows users to
create instant scoreboards on the fly, to rate
anything they do, with anyone they interact with
• “Our aim is to manifest PUMA as a sports
company and attractive employer in the minds of
our followers.”

8. SOCIAL MEDIA
CONTENT &
FOLLOWERS
ANALYSIS

9. NIKE
• Highest number of interactions per
post happen via Instagram and
YouTube
• There’s a low amount of engagement
on Facebook
• Nike has higher brand awareness
• RECOMMENDATION  increase the
activity on Facebook by generating
content that is appropriate for the
audience on Facebook

10. ADIDAS
AND PUMA
MOST SOCIAL
MEDIA PRESENCE
STRENGHTS WEAKNESSES
ADIDAS Instagram Relevant, unique,
trendy posts daily
Less followers than
Nike
PUMA Instagram All the posts include
images of shoes in a
creative setting
Don’t include user
generated content.
Less followers than
Nike and Adidas

11. TOP
COMPETITORS:
ADIDAS
VS.
NIKE
• Nike – 20% videos
• Adidas – 7% videos
• Huge jump in Adidas’
interaction rate in July
• Nike has engaged
more with its followers
throughout the rest of
the year

12. BRAND VOICE

13. NIKE
• Professional, performance oriented and motivating
customers through quotes
• Inspiring, positive, and powerful
• Tone of voice is urgent, motivational, and encouraging 
almost pushy, and it forces you to want to improve
yourself
• Inspires customers not just to buy their clothes, but to
get out there and run a marathon
• On purpose, Nike advertises their products subtly in the
caption
• Highest number of interactions per post happens via
Instagram and YouTube

14. ADIDAS – BRAND
VOICE
• Inspirational, full of energy
• Fresh, innovative, modern and personalized marketing
approach
Target audience: young, trendy men and women (with focus
in sporty direction)
• Combination of modern marketing and smart
collaboration with heritage products
 2015 - Most liked sneaker brand on Instagram
• Adidas originals has more Twitter & Instagram followers
than the main account
• Connecting with the youth at a much personal level 
user generated content

15. PUMA
• Extremely slick with professional standard
photography and very striking images
• Aims to engage with existing fans and entice new
ones in Puma campaigns drive fans to and from its
social pages in order to deepen engagement and
to drive conversions on its website
• Instagram presence is being described by media as
an example of "best in class" social branding
• Takes the lead and carefully tests what works
on new networks, adjusting its strategy as
needed
• Tone of voice: confident, passionate, determined,
humorous

16. CUSTOMER SERVICE

17. NIKE
TWITTER:
• Target set to answer around 100 tweets/day
• Involved and devoted towards their products
• One of the most active customer service
accounts on all Twitter
• Commercials: implements hashtags
• SOLUTION: to have the customer DM their info
and a Nike agent then would call them right
away

18. ADIDAS
• Serious appearance
• Purchase-ready customers contact them
twice is not the best way
• Illustrate a breakdown  the problems
could be easily solved by planning and
training
• SOLUTION: to have the customer DM their
contact information, and then call them
yourself
• No apology
• Different phone number – could be
confusing for both parties
• SLD meaning

19. PUMA
• Answering all concerns of
the customers with contact
information
• Serious tone of voice
• No apology

20. CONCLUSION

21. THANK YOU!