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
12th and 30th.
Adidas
As
we see above,
from
Oct 12th
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 12th
to Oct 30th 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.
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