Social Media Monitoring Project Two

Social Media Monitoring Project Two

In my last blog, we talked about how Adidas positively engaged with groundswell which led to its products becoming more and more popular in the international sports world. For monitoring session two, we are going to talk about how Adidas used social media activities to respond to groundswell. We will continue to make social mention and SWOT analysis and give some recommendations. 

Social Mention

All screen captures from Social Mentions were collected on Oct 12^th and 30th.

Adidas

                                                              

  As we see above, from Oct 12^th to Oct 30th Adidas’ percentages in the Strength and Passion categories increased while there was a drop in the ratio of Sentiment.  I think that Adidas was not responding to the online product complaints of its customers; see the SWOT analysis. We do notice a jump on the most recent screen capture which is linked to increased online visibility of the Adidas brand. The strength of Adidas’ search term was higher from Oct 12^th to Oct 30^th when the company had a lot of sales.

Under Armour

                                                                                    

                                                                              

For Under Armour’s engagement, we see consistently different percentages in the Strength, Passion, and Reach categories as well as a stable ratio of Sentiment. There is a jump on the most recent screen capture which is linked to increased online visibility of the Under Armour brand where there was a Summer final sale.

The strength and ratio of reach of the Under Armour search term increased dramatically within two week; however passion has gone down slightly.

Sentiment details the ratio of mentions that are generally positive to those that are generally negative. In this case, compared with Adidas, there was a noticeable increase in Under Armour’s ratio of sentiment and I believe that this drastic increase in interest is in direct correlation with the company’s latest event news that was attractive to its audiences.  

SWOT Analysis

Adidas is one of the most successful companies in the world, known most prominently for its sneakers as well as for clothing and accessories. Here is the SWOT analysis of Adidas.

Strengths:

With decades of heritage and legacy behind it, Adidas has established a youthful brand persona with multiple product portfolio’s encompassing a varied range of footwear and accessories located in 2400 stores globally. Moreover, by using social media technologies, they have built up a loyal sports following and have managed customer relations well. For example, sponsorship at the Olympics and World Cup Soccer have increased the awareness of Adidas in the world market which is a good way to target high value customers.

Weaknesses:

But Adidas’ innovative technology and production methods mean that its products have a high price. Also, its products have limited variety. In addition, the company’s customer service has to be improved as it does not respond to its customers on social platforms. 

Opportunities:

Entering into new markets and expanding product lines will open a new set of opportunities while at the same time differentiating Adidas from its competitors. Expanding upon benefits derived from sponsorship of World Cup Soccer, the company can utilize new campaigns, products, and customer contests as opportunities to reinforce its brand values.

 

Threats

Adidas’ biggest threats come from competitors and customers. Although Adidas is a global brand but it faces fierce competition from other brands such as Nike and Under Armour. Competitors may increase engagement campaigns with customers in an effort to win over Adidas customers. Word-of-mouth is also a strategy for competitors if Adidas’ service and quality are not good enough.  

Data from the google trends timeline below shows over the past 30 days, it is very clear that Adidas should work harder to engage with its audiences.

Goals/Suggestions

●"Profile is a way to group people based on the groundswell activities in which they participate.(41)” Adidas can use the Social Technographics Profile groups, applying them by demographic variables, or behaviors, anywhere in the world to increase their customers.

●"Answering questions with support forums(159)." Adidas should try to find ways to listen to and answer its customers, like interacting with its customers in the different types of social activities in which they participate. However, Adidas has a serious problem because the company is not communicating with consumers and fans of public forums. When consumers go to Facebook to complain, there is no sign that Adidas reaches out to these customers.

●"Energizing the base is a powerful way to use the groundswell to boost your business(130)." As above the social mentions showed that Adidas’ positive sentiment has declined dramatically. It is clear that Adidas is not concentrating on online recommendations including reviews and responding appropriately.