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Informe Test Marcas Deportivasfeb10

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En el informe que publicamos en Slideshare examinamos la relación e interacción con los usuarios de 21 páginas web de marcas relacionadas con el deporte y la moda deportiva. A través del análisis de 8 tipos de funcionalidades, incluyendo todas las herramientas de gestión de la marca online, se ha obtenido un ranking de marcas en las que Nike, Adidas, Puma, Burton y Mammut se sitúan en los más alto de la experiencia y relación con el usuario.

Published in: Business, Technology
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Informe Test Marcas Deportivasfeb10

  1. 1. Auditoría de marcas deportivas Febrero 2010 “ En busca de la emoción.”
  2. 2. Entre el 11 de Enero y el 27 de Enero del 2009, Test Media ha examinado en detalle la relación de 21 marcas deportivas con sus usuarios. El objetivo fundamental era conocer la gestión que las marcas hacen de sus relaciones con los social media, así como otros aspectos como la compra online. Para eso, hemos analizado de las veintiún marcas, ocho aplicaciones, valorando si estas disponían o no de ellas. A continuación, se presenta un resumend de los datos recogidos, así como un ranking final.
  3. 3. Aplicaciones analizadas
  4. 4. 1. Niveles de implantación de las distintas aplicaciones
  5. 5. El 90% de las marcas estudiadas ofrecen web propia, exceptuando las marcas de distribuidor Boomerang y Neak Peak. Las herramientas más utilizadas por parte de las marcas para informar son, blogs y noticias (71%) y newsletters (62%). Casi 7 de cada 10 marcas deportivas examinadas disponen de cuenta en alguna red social, siendo Facebook y Twitter las más populares. Solo el 38 % de las marcas ofrecen la posibilidad de comprar en sus web aunque prácticamente todas ofrecen sus catálogos online en sus páginas web. El 24% de las marcas deportivas tienen una presencia en aplicaciones móviles tipo iPhone. Por último, solo 4 de las 21 marcas presentaban alguna comunidad online o foro, independiente a su página web.
  6. 6. La presencia de las marcas, a través de aplicaciones móviles, es escasa solo 2 de cada 10 marcas analizadas ofrecían esa funcionalidad a través de la plataforma iPhone. El 67% de las webs, incluían la posibilidad de crear tu propia cuenta de usuario para acceder a funcionalidades o contenidos específicos. Sólo 4 de cada 10 marcas ofrecen la posibilidad de compra online a través de su web.
  7. 7. Siete de cada diez marcas informan a sus visitantes a través de secciones de noticias o blogs. El 62% de las páginas analizadas, envían periódicos para sus usuarios registrados. 7 de cada 10 páginas disponían de alguna red social, siendo las más comunes Facebook o Twitter. Las marcas Mammut, Nike, Adidas y Burton gestionan comunidades online, en las que ofrecen servicios relacionados con la interacción, el asesoramiento técnico y la posibilidad de participar en eventos o retos comunes (Basecamp de Mammut, Nike+, miCoach de Adidas y The Community de Burton).
  8. 8. 2. Ranking
  9. 9. emoción interacción información
  10. 10. 3. Reflexión
  11. 11. Información La información sobre la marca y el producto es el nivel más básico de la relación con los usuarios. Es aquí donde se concentran las marcas que ofrecen sus catálogos en la web y ofrecer noticias sobre la marca o los eventos patrocinados. En este nivel están marcas como Trango, Astore, Ternua, Salomon, ThinkPink (sportwear) o Quechua, la única marca de distribuidor con presencia corporativa propia. Interacción El siguiente paso a la información es la interacción con los usuarios. La presencia de las marcas en redes sociales, en aplicaciones móviles, así como el envío de newsletters o promociones son las formas de relacionarse hoy en día con usuarios en cualquier parte del mundo. Buenos ejemplos de marcas interactivas hemos encontrado en The North Face, Billabong, Arcteryx, Peak Performance, Grifone y Napapijri (sportwear). Emoción La práctica deportiva es cada vez para más gente una forma de vida, una pasión en la que invierten considerables cantidades de tiempo y de dinero. La relación “emocional” que se mantiene con la actividad se traslada a las marcas. Además de incorporar todas las funcionalidades de interacción e información, la gestión de comunidades de usuarios son utilizadas las marcas deportivas líderes para vincularse y relacionarse con sus usuarios. Los ejemplos de Basecamp (Mammut), Nike+, miCoach (Adidas) y The Community (Burton) ofrecen compartir con otros usuarios la experiencia deportiva y son buenos ejemplos de esta categoría.
  12. 12. 4. Anexo
  13. 13. Puntuación obtenida Web Redes sociales Cuentas de usuario Newsletter Compra online en su web Blog - Noticias Comunidad online/ foro Aplicación móvil Total puntos 1 Nike 20 10 10 10 10 10 10 10 90 2 Mammut 20 10 10 10 0 10 10 10 80 3 Puma 20 10 10 10 10 10 0 10 80 4 Burton 20 10 10 10 10 10 10 0 80 5 Adidas 20 10 10 10 0 10 10 10 80 6 Patagonia 20 10 10 10 10 10 0 0 70 7 Quiksilver 20 10 10 10 10 10 0 0 70 8 The North Face 20 10 10 10 10 0 0 0 60 9 Billabong 20 10 10 0 10 10 0 0 60 10 Arcteryx 20 0 10 10 0 10 0 10 60 11 Peak Performance 20 10 10 10 0 10 0 0 60 12 Grifone 20 0 10 10 0 10 0 0 50 13 Napapjiri 20 10 10 0 0 10 0 0 50 14 Astore 20 10 0 0 0 10 0 0 40 15 Ternua 20 10 0 0 0 10 0 0 40 16 Think Pink 20 0 10 10 0 0 0 0 40 17 Quechua 20 10 0 0 0 10 0 0 40 18 Salomon 20 0 0 10 0 0 0 0 30 19 Trango 20 0 0 0 10 0 0 0 30 20 Boomerang 0 0 0 0 0 0 0 0 0 21 Neak Peak 0 0 0 0 0 0 0 0 0
  14. 14. Vitoria-Gasteiz Boulevard de Salburua 8, Torre 14, 3ºB 01002 Vitoria-Gasteiz Bilbao Loteria 2, 1º Dcha 48005 Bilbao Arrasate-Mondragon Osinaga 2, 1º 20500 Arrasate Test Media fue fundada en 2001 y desarrolla diagnósticos, evaluaciones de campañas y tracking para empresas, instituciones y organizaciones educativas. Test Media es miembro de AEDEMO (Asociación Española de Estudios de Mercado y Opinión) www.aedemo.es Contacto: [email_address] media.com www.test-media.com www.thinkingresearch.com

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