Social Media Monitoring Project one
Social Media Monitoring Project one
Introduction
When
you think Adidas, you probably first
think
about sneakers but
the company offers much more.
The
century-old company was founded by Mr.
Adi Dassler,
a
German with an
athletic
identity and shoemaker skills. Because he was
also an athlete, he was
able to fully understand the needs of athletes. His
ingenious craftsmanship and inventive
ability enabled
him to develop more than 700 patents related to sports , thus
creating the Adidas
kingdom
of sporting goods.
Mr.
Dassler began to make sneakers by hand in 1920. After that, athletes
from all over the world were wearing his sneakers winning at the
Olympic Games, which made his products become more and more popular
in the international sports world.
How
did Adidas
achieve such
elevated
status in
the sports world
in a society that did not have social technologies ? The company's
marketing was
based
upon word-of-mouth to
create demand. But
due
to the increasing number of sports players, Adidas
has seen demand for its products grow. With a stable and growing
reach across the country it is important for Adidas
to implement available social media tools in order to extend that
reach, creating excitement and harnessing the
groundswell.
platform
Adidas
has grown
beyond its small beginning to emerge
as a global sports brand. In 2000,
Adidas become the second largest sports brand in the US, right
behind
Nike. Adidas
is currently represented on the three major Social Media
platforms: Facebook, Twitter,
and Instagram.
The presence of each and number of followers is listed below:
 |
 |
 |
|
Under Armour |
10,046,122 |
969,000 |
6,100,000 |
Adidas |
35,010,081 |
3,530,000 |
438,000 |
Nike |
15,239,651 |
7,620,000 |
6,300,000 |
followers as Oct 21th 2018
On
Facebook
Adidas
has
the largest number of followers of
the three companies.
However
we find a completely opposite situation on Instagram
where
it
has a very
small
number
of
followers, significantly
less than its competitors.
It
is interesting
that Under Armour has the second largest number
of followers
on Instagram. Why
is
Adidas’
following
so slow on this platform
since the company more than a hundred years in marketing? It seems Adidas needs to focus more on its
audience
to increase the number
on
Instagram. This
is a
trend
that
can be seen across its
entire profile – Adidas
just
isn't
publically communicating with its
stakeholders. On
Instagram customers can not leave comments, compared to Under Armour
and Nike who both demonstrate strong interaction with their
customers. While
many users are able to help each other to answer their questions,
this is no replacement for communicating openly with the public.
However,
on Facebook and Twitter Adidas does a much better job responding to
its customers quite consistently. This particular post was its most
popular in recent years, receiving 1.5 “likes”, 180 comments, and
141 “shares”.
On
Twitter which was receiving 1.2 “likes”, 35 comments, and 155
“shares”.
Google
analytics viewed Adidas's
trend from
2004
until now
and then over a seven day period. Search term popularity is relative
to the total number of Google
searches
performed at a specific time, in a specific location. When we search
for a term in Google
Trends,
we see a map showing areas where our term is popular.
In
2018, Adidas’ most loyal followers were from Slovakia, German, and
Greece. That also happens to be where many of their stores are
located. Below is the map of the followers:
If
we compared search for Adidas and Under Armour, we can see that
significant peaks on the graph above show the distinction between
online searches and mentions of Adidas vs. Under Armour. It is
clear that Adidas owners are likely to interact online which makes
the buzz worth monitoring.
This
graphic illustrates that If we compared searches for Adidas and Under
Armour, we can see a map of the world shaded according to their
popularity. The color intensity represents the percentage of searches
for the leading search term in a particular region. Darker shades
indicate where Adidas’ term has a higher probability of being
searched.
Conclusion
“Your
brand is what your customers say it is (78).” Listening
consistent of two listening strategies; one that is set up in your
own private community, and the other is brand monitoring. Public
relations is one important aspect of monitoring and Adidas does not
seem to be doing well to be embracing its audience. The instant
availability of information from customers can become like a drug
that companies can become addicted to. Social listening is about
using media monitoring tools to find public online conversations
containing select keywords and phrases and then listening to and
analyzing them for key insights. If companies engage with people on
social technologies they can directly see the impact from the
audiences’ recommendations.
Next
week,
we are going to share
how a company can
be
analysed by using metrics
from groundswell.
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