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Adidas Social Media Proposal

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Abby Peress
Abby Peress
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Proposed Social Media Advertising Plan Adidas Brand Business Consultant: Abigail Peress UW 1020: Selling With Social Media Professor McCaughey
Overview  Case for employing social media  Target audience  Competition  Nike  Saucony  Lululemon Athletica  Current campaign  Variety  Structure  Level of engagement  Proposed plan  Facebook  Twitter  Instagram
Why utilize social media?  Adidas target audience:  Teenager/middle-aged men and women  Particularly athletic or active  Fashion-interested individuals  User demographics  Typical social networker is aged  18-29  Age bracket 18-49 is expanding *Key point: Social media provides access to the target market of the athletic apparel industry.
Competition: Nike What is done effectively: Facebook:  Rhetorical devices  Short captions  Incorporating “hashtags” Twitter:  Variety  Interacting with audience  User-generated content
Competition: Saucony What is done effectively:  User generated content  Level of responsiveness
Competition: Lululemon Athletica Effective:  Short captions  Responsiveness Ineffective:  Posting too frequently  Calls for user-generated content are ineffective for multiple reasons
Current social media use Areas of Concern:  Lack of variety  Lack of engagement  Structure and content
Proposed Plan Facebook:  Rhetorical appeal  Structure of caption  Incorporating hashtags  Posting video content  User generated content Twitter:  Increasing responsiveness  Providing variety  Finding the “magic number”  Making an account for customer service   Example Post: “Don’t be the last one to update your athletic technology!” -With picture of the Adidas newly released product Example Post: “Post a picture of you wearing your favorite Adidas product, tag us and hashtag #allinAdidasCompetition for a chance to win some gear signed by a famous athlete…!” Instagram:  Providing a picture that will catch the audience’s attention   Consumer psychology studies
Works Cited Hermkens, Kristopher, Kietzmann, Jan H. “Understanding the Functional Building Blocks of Social Media.” Business Horizons. 54.3. (2011): 241-251 Iqbal, Nabil. “Comparison of Strategy between Nike and Adidas.” Academia. Web. 29 Oct 2013. Kaplan, Andreas, Haenlein Michael. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons. 35.1. (2010): 59-68. Moth, David. “How Nike Uses Facebook, Twitter, Pinterest, and Google+.” Econsultancy. Web. 29 Oct 2013.

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Adidas Social Media Proposal

  • 1. Proposed Social Media Advertising Plan Adidas Brand Business Consultant: Abigail Peress UW 1020: Selling With Social Media Professor McCaughey
  • 2. Overview  Case for employing social media  Target audience  Competition  Nike  Saucony  Lululemon Athletica  Current campaign  Variety  Structure  Level of engagement  Proposed plan  Facebook  Twitter  Instagram
  • 3. Why utilize social media?  Adidas target audience:  Teenager/middle-aged men and women  Particularly athletic or active  Fashion-interested individuals  User demographics  Typical social networker is aged  18-29  Age bracket 18-49 is expanding *Key point: Social media provides access to the target market of the athletic apparel industry.
  • 4. Competition: Nike What is done effectively: Facebook:  Rhetorical devices  Short captions  Incorporating “hashtags” Twitter:  Variety  Interacting with audience  User-generated content
  • 5. Competition: Saucony What is done effectively:  User generated content  Level of responsiveness
  • 6. Competition: Lululemon Athletica Effective:  Short captions  Responsiveness Ineffective:  Posting too frequently  Calls for user-generated content are ineffective for multiple reasons
  • 7. Current social media use Areas of Concern:  Lack of variety  Lack of engagement  Structure and content
  • 8. Proposed Plan Facebook:  Rhetorical appeal  Structure of caption  Incorporating hashtags  Posting video content  User generated content Twitter:  Increasing responsiveness  Providing variety  Finding the “magic number”  Making an account for customer service   Example Post: “Don’t be the last one to update your athletic technology!” -With picture of the Adidas newly released product Example Post: “Post a picture of you wearing your favorite Adidas product, tag us and hashtag #allinAdidasCompetition for a chance to win some gear signed by a famous athlete…!” Instagram:  Providing a picture that will catch the audience’s attention   Consumer psychology studies
  • 9. Works Cited Hermkens, Kristopher, Kietzmann, Jan H. “Understanding the Functional Building Blocks of Social Media.” Business Horizons. 54.3. (2011): 241-251 Iqbal, Nabil. “Comparison of Strategy between Nike and Adidas.” Academia. Web. 29 Oct 2013. Kaplan, Andreas, Haenlein Michael. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons. 35.1. (2010): 59-68. Moth, David. “How Nike Uses Facebook, Twitter, Pinterest, and Google+.” Econsultancy. Web. 29 Oct 2013.