The document outlines a research plan for developing a social media campaign for Yinky Sneaker, a luxury footwear brand. The plan involves analyzing the social media usage of competitors like Footlocker and Finish Line through secondary and primary research. Secondary research will explore corporate social media use and best practices, while primary research will observe the social accounts of competitors. The goal is to gather information to help Yinky Sneaker maximize the effectiveness of its own social media campaign.

1. Yinky Sneaker
Social Media Campaign - Research Plan
Yinky Sneaker is a luxury retail brand that sells foot wear
through an outlet-based distribution system around the world.
As the company has grown, it has become apparent that a
focused and deliberate social media campaign is essential to the
company’s continued success. Social media websites such as
Facebook, Twitter, Instagram, and give fashion companies the
opportunity to not only market their products, but to interact
with customers as well. Within this research plan, we will
outline our research process by giving detail about our
objectives, methodology, and resources.
Objectives
Our main objective is to analyze the social media usage of two
very successful companies and also our competitors in our
industry: Footlocker and Finish line. These companies and much
of their success is owed to their use of social media in their
marketing. Our goal is to complete extensive secondary research
on social media usage in the sneaker industry, and then use this
information to analyze the two companies and their social media
pages. We will do this by first completing secondary research,
and then using that acquired information to complete our
primary research.
Methodology: Secondary Research
Our secondary research will need to be focused on past studies
about social media. We will need to understand how running a
social media campaign can affect the productivity and profits of
a business. We will also need to know which types of businesses
have the most positive feedback from social media campaigns.

2. While conducting our secondary research, it will be important
to ensure that the sources we pull from are credible and
relevant. We will have to be careful not to use sources that
actually take away from our own credibility if the viewers of
the reports decide to check on our research or do follow up
research of their own.
Our secondary research will be conducted through research
databases in order to help us find credible and scholarly
resources. We will be looking for:
· Background information on corporate social media in the
sneaker industry
· Methods that companies use to evaluate their social media
· Types of social media outlets and how they work
· How social media success is measured
· How to maximize the effect of the social media
From our research we hope to gather more information on the
best ways to develop a social media campaign for our retail
company. After we complete our secondary research, we will
use the information and apply it to our primary research.
Methodology: Primary Research
For our primary research, Our secondary research will have
helped us gain an understanding of how the social media
accounts operate, how success in corporate social media is
measured, and how corporate social media in the sneaker
industry works. Our primary research will include making
observations on both footlocker and Finish line’s social media
accounts, including Twitter, Facebook, Instagram, and Pinterest.
We will be observing and recording the following:

3. · Twitter accounts: followers, retweets, favorites, and customer
interactions
· Facebook accounts: followers, likes, shares, and customer
interactions
· Instagram: followers, likes, and customer interactions
And we will check all of the information about each company
about their corporation and advertising program
Result
After taking a good look and investigation in secondary and
primary social media analysis, as the following are how other
companies to make success and what our company can start to
work on and make our own advantages.
· Access to special vendor discounts including; Nike, Reebok,
Fila, New Balance, Adidas, Converse, Brooks, etc.
· Advice and assistance in real estate selection and negotiation
· Proven store design, fixturing, and layout
· Planned merchandising system, assortment direction, and
coordinated inventory control
· Comprehensive training in all facets of the athletic footwear
business through required seminars and workshops
· Ongoing support through video, monthly publications,
regional meetings, and co-franchise networking
· National Advertising Program and assistance with the local
advertising campaign

4. Social Media Report
Effects of Social Media on Business Operations
[Dylan Day, Pat Barlow, Matt Trujillo], [Business Analyst
Team]
[Star Jordan]— [8500 Price Rd. Tempe, AZ 85281]
T: [480-499-9186] DD: [480-440-5899] E: {[email protected]]
[Social Media Report] | 2
Introduction
Our company, Star Jordan, manufactures and sells athletic
footwear to a wide variety of consumers.
To increase revenues, we want to create a social media
campaign that is modeled after the effective
campaigns run by popular footwear companies like Nike and
Adidas. To pull off a successful campaign,
we must conduct primary and secondary research looking into
the aspects of a successful social media
campaign.

5. Return on Investment (ROI) of social media campaigning is one
of the most difficult aspects of
marketing to measure, in terms of correlation between social
media activity among consumers and the
potential generated revenue. The companies we came across that
implemented a social media
campaign all have the same end goal of ultimately increasing
revenue and sales. We attempt to
analyze all uses of the campaigns, including non-monetary
focused gain.
CONTENTS
1. Research Methodology
a. Primary
b. Secondary
2. Targeting - Effective Use of Demographics
a. Age
b. Gender
3. Specific Advertising
a. Website/ Social Network Specific
b. Event Specific
Research Methodology
In conducting our preliminary research, we have utilized a
number of secondary sources in order to be
credible with our research. We have searched through numerous

6. scholarly articles found on Google
Scholar as well as individual Databases such as ProQuest and
JStor. We have also taken some content
directly from news outlets that have significant credibility
within the business world, including Business
Insider, The Economist, CNN Finance/Money, The Wall Street
Journal, and BBC. These sources were
carefully selected in an attempt to minimize opinion and single
out only relevant and distinctive
facts/statistics. However, both primary and secondary research
methods were vital on this report. We
[Social Media Report] | 3
took what we observed as our primary research, visiting their
social network accounts, then applied
what we learned from our secondary research.
PRIMARY
After visiting Nike’s social networks: Facebook, Twitter,
Instagram, we saw that essentially all of their

7. posts were very diverse and that there were a wide variety of
ways that they used their brand name to
connect with their target markets as well as overall customers.
Initially, what we took from their
Facebook account is that it was very general with Nike
information about what would be coming out in
the future as well as what is out now.
Furthermore, their twitter account was very customer based with
a lot of tweets to what people’s
needs were and their general thoughts about Nike. It was also
very cool to see how they would
connect with the consumer because they are such a big name
brand. Lastly, from following their
Instagram, we observed that their posts were very different from
post to post. There was such a wide
range of posts about sports, to products, to age groups, as well
as gender. Also, their posts seemed to
be very inspiring and also came with a certain caption directed
at the wide variety of consumers.
SECONDARY
After careful research using secondary websites and databases,
we learned that a lot of our initial
analysis was in fact true but also that Nike is very specific with

8. their use on different social networks.
The primary research was essential in our secondary findings
because it paved the way in what we
wanted to learn more about and what we needed clarification
on.
We used a variety of sites for our research and really tried to
apply all of what we found. Because there
were so many similarities within all of our separate research it
was very helpful in verifying if our
finding were infact consistent and true. Our more helpful
information came from databases and
trusted websites that provided concrete research and case
studies about Nike’s social media
implementation.
[Social Media Report] | 4
Targeting - Effective Use of Demographics
Age
Nike uses different approaches to Social Media to achieve

9. different
perceptions portrayed to specific audiences. One of these
audiences
includes children. Focus is put heavily on athletics, and the
involvement
among children. Nike employs campaigns on social media sites
such as
“What do you play for?” The intent of the campaign revolves
around
building an online community, providing a catalyst to achieve a
high rate of
involvement. Students have the opportunity to tell their favorite
stories,
connecting and interacting with the youths on a personal level.
An increase
in brand loyalty is a central focus. This type of campaign gets
youths excited
about the athletics that are perfect complements to the products
released.
Gender
The marketing opportunities on social media can be optimized
by separating

10. campaigns between men and women. Nike’s #BetterForIt
campaign is running
on the heels of a projected $2 billion in additional sales. This
campaign attacks
women of all fitness levels, from beginner to expert.
Encouragement is
promoted as the foundation of the campaign. The company
wants the image
of a leader, motivating the everyday citizen trying to stay fit. A
90 Day
Challenge is presented, with the goal of a healthy mindset,
leading to a fixed
attention of the customer. A full 90 day commitment provides a
platform for
relationship development. This is a great look at utilizing social
media to build
a community of followers, ultimately improving financial gain
for the
company.
Specific Advertising
We researched Nike’s advertising strategies in order to get a

11. clear concrete
understanding from what we observed in our primary research.
Nike is a
BY THE NUMBERS - #BETTERFORIT
● $2 BILLION IN PROJECTED SALES
With the added focus on the
woman-focused campaign, Nike projects it
will generate an additional $2 billion in
sales
● 90 DAY CHALLENGE
Inclusional promotions such as this
generate a sense of family among
followers, creating loyalty and brand
awareness
● INSPIRATIONAL MOVEMENT
The women’s line expects to grow faster
than the already established men, growing
from $5 billion to $7 billion by 2017.
● USING OTHER PROGRAMS
Nike decided to build this campaign based
off their Nike+ numbers, with women
joining at a faster rate and holding a greater
share of membership (54% vs. 46%)

12. [Social Media Report] | 5
world wide known company that is excelling in the social media
world and
from our findings, their tactics prove to be very effective and
efficient when
used properly. According to David Moth, Nike uses popular
social networking
sites such as Facebook, Twitter, Instagram, and Google+. Using
secondary
research from credible websites and databases, we were able to
find that Nike
uses each social networking site a little differently and each one
serves its own
purpose. Below are the networks Nike uses, and how they do so:
Website/ Social Network Specific
FACEBOOK
Nike uses pages that are specialized based on the particular
sports. For
example, they have a page dedicated to “Nike Football” and
another page
dedicated to “Nike Soccer”. They update these individual pages

13. every day
while they update their main “Nike” page about once a week.
Essentially, this
allows them to connect with all different types of customers and
for them to
become inspired through their sport or be excited about what is
to come as
far as merchandise.
TWITTER
Nike mostly uses Twitter to provide customer support for
ordering issues, but
also connects with people on a personal level regarding any
tweets specifically
about Nike. It is very interesting to see just how involved Nike
is with their
customers through tweets. For example, it seems that anytime
someone is to
tweet about Nike, there is a support line that runs the account
that
immediately knows and responds to any issues or comments
about Nike. That
is not to say that they don’t also use twitter for promotions on

14. products as
well which is also effective. However, primarily, Twitter is
Nike’s way of
showing their personality and reaching out to others.
[Social Media Report] | 6
INSTAGRAM
Nike targets a variety of customers through Instagram and uses
the network in
order to project brand ideals. In other words, by using
inspiration quotes
about different sports, they connect with the consumer. Nike is
always
switching it up and seems to reach an assortment of different
athletes and
people. This is what Nike is based off of in several posts, high
quality products
for different athletes and providing that “Just Do It” charisma

15. within the
caption.
GOOGLE+
Nike does not advertise much on Google+, probably because the
site is not
very popular. We can use this information to vary our campaign
based on
each site, having a different purpose for the customer on each
website.
(facebook.com/nike)
[Social Media Report] | 7
Event Specific Advertising
(http://www.worldfinance.com/wp-
content/uploads/2014/10/Nike-v-Adidas-head-to-head.jpg)
Adidas ran an expansive television and social media campaign

16. while having
sponsorships with the biggest teams in the 2014 FIFA World
Cup. Adidas had
exclusive sponsorships with many teams in the tournament,
including Germany
and Argentina which were the two teams to make it to the
finals. The sale of
jerseys from both of these teams increased dramatically and
even exceeded the
lofty goals set by the company. Targeting a brand during a
worldwide sporting
event provides an incredible opportunity for increased revenues.
Adidas took
advantage of the success of the teams to increase exposure for
their brand.
Nike also successfully targeted the tournament with its own
successful ad
campaign.
CONCLUSION
Nike is the type of company that is so universally known due to
the reputation
they have been for themselves over several years and they were
making
strides reaching people efficiently before social media was even

17. relevant.
Being able to observe and then conduct some secondary
research about what
goes into being that effective in the social networking world is
going to allow
us to apply what we have learned so that our company can be
equally as
successful. We also were able to take away how different forms
of social
media can connect with not only different genders, ages, but
also different
target markets regarding sports. Going on to the proposal, we
would not have
been able to learn all that we have about social networking it if
weren’t for
http://www.worldfinance.com/wp-
content/uploads/2014/10/Nike-v-Adidas-head-to-head.jpg
[Social Media Report] | 8
observing as primary research then validating those
observations with
secondary concrete evidence of our inferences.

18. Report (100 pts.)
Overview: For this project, you will work collaboratively
(groups of 2) to research and write an informational report that
provides background information about corporate use of social
media (Facebook, Twitter, Instagram, etc.). You will conduct
various forms of primary research and use your data and
information to compose a report (6-10 pages) that is to be
submitted to your immediate work supervisor at your place of
employment.

19. The report’s purpose is to provide your work supervisor
information that will prepare him/her to advise his/her boss
about how to develop a social media campaign for your
company. Put another way, your team’s main goal is not to
persuade your supervisor about what the company should do as
part of its campaign. Rather, your team’s primary goal is to
provide information to your supervisor that both positions
him/her to understand the nature and practice(s) of corporate
social media use and prepares him/her to consider a range of
social media options that ought to be considered as part of a
company’s social media campaign.
When composing the report, project teams should review and
model examples of reports they find in the course textbook or
online.
Grading/Assessment (100 pts.)
The report will be assessed using the following criteria:
· Design (contrast, repetition, alignment, proximity)
· Structure (roadmap, follow-through, next steps)
· Use of visual content
· Clarity of discussion
· Positioning of information