Adidas is the 2nd largest sports apparel manufacturer behind Nike. It was founded in 1948 and has largest product lines in golf, originals, running, soccer, and basketball/baseball. Its goals are to grow customer base in key areas and increase customer loyalty and sales. The document outlines Adidas' social media, mobile, and website strategies to achieve these goals, including frequent posting on Facebook and Twitter, developing mobile apps, optimizing websites for mobile, and using Google ads. It provides timelines for increasing key metrics like website traffic, click-through rates, sales within one year.

1. Jeffrey Lehnerer

2. Company at a
Glance
Largest Product Lines
•Golf
•Originals
•Running
•Soccer
•Baseketball
•Baseball
Founded in 1948 by Adolf
Dassler
Parent Company of Adidas
Group
2nd largest sports apparel
manufacturer (Nike #1)
Dependence on Brand
Loyalty

3. CHALLENGES GOALS
 Effectively manage all  Grow customer base in
product lines golf, running, and
 Keeping current originals
customers (customer  Increase customer
loyalty) loyalty
 Maintain market  Increase sales
position

4. Interaction, Interaction, Interaction
Never post and run – always interact and
respond
1-3 Facebook posts per day and 7-10 Tweets per
day for each product line
10% of posts about product offerings, and 90%
about industry and interaction
Use Adidas Pros to communicate with users
(Derrick Rose, David Beckham, Reggie
Bush, Sergio Garcia)

5. Google Ads
Conversation has
started on social media  No “Buy Now!” Ads
platforms
Now customers will  Invite customers to website
Google the technologies
and products we have
talked about
(CLIMACOOL)  Spark Interest – drive site traffic
More narrow keywords
and ads can be used
•Less browsing, more
 Talk about technologies
shopping
•Less cost
•More defined clicks

6.  Adidas miCoach
needs to be
simplified
 Site needs to be
optimized for mobile
browsing
 App needs to be
developed for
Windows Mobile OS

7. The Pieces Become a Whole
Social media creates buzz-
sharing, retweets, mentions, links, stumble’
s, ect. spread the word about products and
technologies.
Google connects users to site- people
Google search to find out more about what
the buzz is about.
Mobile applications keep users coming
back- miCoach creates lifetime customers.

8. Measuring
Success
Number of new
followers on Twitter
Number of new likes
on Facebook
Percent increase in
web site traffic
Percent increase in
click-through rate
Overall increase in
checkouts
Overall increase in
adidas.com sales

9. Project Timeline (not
Facebook Timeline)
Within one year…
 Redesign Adidas miCoach- 1
•web site traffic will year from start to launch
increase by 50%
•click-through rate  Double likes within 1 year
will increase by 35%
•checkouts will
increase by 20%
 Double following within 1 year
•adidas.com sales
will increase 17%

10. This is only a small
slice of the budget for
advertising
Much of the mobile
cost will be on R&D for
miCoach which can be
expensed to R&D as
opposed to
advertising