The Story behind @adidasrunning (Sept. 2009)

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The Story behind @adidasrunning (Sept. 2009)

  1. 1. September 14th, 2009@adidasrunningA very brief introduction to the potentialof twitter and new media for the adidas Group.** By a brand enthusiast.
  2. 2. PRELIMINARY EVENTS LEADING TO THIS PRESENTATION IN ONE PACKED SLIDE
  3. 3. I am an adidas brand enthusiast and sports fan, I am not officially associated with adidas.In April 2008 I noticed that Nike Running started on twitter (@nikeplus).They gained followers every day, while adidas still had no presence.In February 2009 I finally decided to register a twitter account myself (@adidasrunning).I posted a few running events, tried to engage with brand lovers and provide some value.Since then the @adidasrunning account gained 7319 followers. For comparison only, theadidas Originals account (@adi_originals) is followed by 5475 people, the @nikeplus accountby 4433 people and the official Puma account (@pumarunning) by 860 people.On July 29th, 2009 Sam Boush (adidas Digital Marketing) approached me.Since I am a brand fan, not a squatter, I immediately stopped all activities and senthim the password for the account.On August 18th, 2009 he encouraged me to continue using the @adidasrunningaccount with the support of adidas. I was added to the PR mailing list and got a50$ gift certificate for shopadidas.com, as a „thank you“ for my brand support.
  4. 4. Now, just three points I want to make (for today):1 What is possible to achieve with just 50$?2 PR is one powerful thing, but …3 About listening, talking and bringing people together.
  5. 5. Let‘s go, time is rare.1 What is possible to achieve with just 50$?
  6. 6. YOU GAVE ME 50 $. FIRST OFF, THANK YOU!
  7. 7. I ADDED 4 MINUTES OF TIME. WRITING A MESSAGE ON TWITTER
  8. 8. » What‘s your personal IMPOSSIBLE IS NOTHING challenge in 2009? Tell us and you could win a 50$ shopadidas gift certificate.« 1:52 PM Aug 19th 2009 on twitter adidasrunning adidas Running
  9. 9. AND ADIDAS GOT?
  10. 10. 31 RESPONSES
  11. 11. 4 RETWEETS / MENTIONS
  12. 12. 12 MENTIONED»IMPOSSIBLE IS NOTHING«
  13. 13. 12 want to run a Marathon or Half Marathon with a specific time goal. 6 want to run a Marathon or Half Marathon for the first time. 5 have personal, inspirational or non-sport related goals. 2 want to run a 5k or 10k without „stepping on their tongue“. 2 want to run a Ironman or a 100k race. 1 wants to score ten 3 point shots in a basketball game. 1 wants to enter the school soccer team. 1 wants to get into the top 10 of her cross country team. 1 wants to complete 1000 push-ups a day.
  14. 14. PRETTY IMPRESSIVE, RIGHT? WAIT, THERE IS EVEN MORE.
  15. 15. I ADDED ONLY 37 MORE MINUTES OF TIME. AND REPLIED EVERYONE.
  16. 16. » Hi Megan, thanks for sharing your marathon ambitions! If theres any chance adidas can help you achieve your goals please let us know!« 5:20 PM Sep 1st 2009 on twitter (Direct Message to @celestialbaby28) adidasrunning celestialbaby28 adidas Running mk
  17. 17. » Hi Javier, we sure cant get you married, but if theres any chance adidas can help you achieve your other goals, please let us know!« 5:44 PM Sep 1st 2009 on twitter (Direct Message to @jRod911) adidasrunning JRod911 adidas Running Javier R. Rodriguez
  18. 18. AND ADIDAS GOT?
  19. 19. 14 DIRECT CONVERSATIONS
  20. 20. 3 thanked adidas for the moral support.3 asked for different levels of sponsorships.2 requested marathon training and preparation advice.1 was very happy with a 50$ gift certificate for shopadidas.com (@NateErickson).1 offered her help to advance the adidas adiStar Salvation running shoes („love them“).1 asked where to get the AdiZero PR in Australia.*1 wants to get in touch with adidas because he has „a TON of ideas“.*1 asked when the new adidas sprint spikes are going to be available.*1 asked where to get a discount on football shoes in Chile.* * Actually, I need some help here to reply.
  21. 21. Quick recap:50$ GIFT CERTIFICATE * + 41 MINUTES OF TIME 31 RESPONSES 14 DIRECT CONVERSATIONS* You don‘t even need incentives. You just need a feeling how you can communicate with customers, not at them. adidas is not just a brand and a billion dollar company, but a partner and a source of inspiration.
  22. 22. Now on to the future.2 PR is one powerful thing, but …
  23. 23. YOU GAVE ME THE PERMISSIONTO POST PR NEWS ON TWITTER. THANKS AGAIN! PR IS ONE POWERFUL THING, BUT …
  24. 24. THERE IS SO MUCH MORE. YOU DON‘T HAVE TO BE AN EXPERT, TO SEE THAT YOU CAN DO WAY MORE POWERFUL THINGS WITH SOCIAL MEDIA.
  25. 25. Inspiring The most important one. Providing emotional value and supporting people.Listening Hear what people have to say about the brand and products.Serving Help runners around the world with products and their training.Crowdsourcing Ask us (the people who use adidas products everyday) how to make them better.Recruiting As you‘re already doing with @adidascareers and @fogarty_stephen.Promoting Of course you can route us to your websites, events and shops.Covering Imagine the Olympic Games with backstage live tweets by Tyson Gay before the 100m.Leading We like to follow movements (adidas Originals).Connecting We like to connect – not only with brands, but with people who share the same passion.Declaring Of course press relases and company statements....
  26. 26. 3 About listening, talking and bringing people together.
  27. 27. I found this FAQ paragraph on a adidas website: Q Can I submit a new idea (product or design idea) for review and evaluation by adidas? A No. Our company policy is to not accept unsolicited proposals submitted in design, inventions or ideas from people outside of the adidas Group. We appreciate your interest in our company very much and ask for your cooperation as we ask you not to send any ideas to adidas. WELL, I AM NO EXPERT, BUT IN MY OPINION …
  28. 28. IF YOU THINK THIS WAY IN 2010,GOOD LUCK AND GOOD BYE. YOU‘LL GO DOWN. THE WORLD DOESN‘T WORK THIS WAY ANY MORE.
  29. 29. SO, HERE IS MY PROPOSAL:
  30. 30. START LISTENING. START INSPIRING.START BRINGING PEOPLE TOGETHER.
  31. 31. USE THE @ADIDASRUNNING TWITTER ACCOUNT FOR TRUE COMMUNICATION. COMMUNICATING WITH PEOPLE, NOT AT THEM.
  32. 32. THANK YOU FOR YOUR VALUABLE TIME.Any feedback is highly appreciated.Florian.Holstein@towardsfocus.com

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