Post on 12-Jan-2016
transcript
THE ARENA CASE__________________
Advanced MarketingPadova, October 30th 2014
Group Name: ONE over SIX
Social Media StrategyHOW?
Share Discuss
MicroblogSocial
Networks
1: Drive traffic to website
2: Build brand and positioning
3: Strenghten thought leadership2010
2009
2012
2010
2010
2012
2013
SOCIAL MEDIAL STRATEGY: THE EVOLUTION
8,439 followers---------------2,551 tweets---------------Used as a microblog ---------------Enables interactions consumers-consumers
32 followers--------------- 60%male
40%Female
174 followers----------------90,993 views----------------People are in circles---------------- Used to detect tribes and become their leader
1,274 pictures---------------Active from 2009---------------Used to show the range of products---------------Builds a photo-sharing community
1,930 subscribers---------------A new video every week---------------Used to show promotional campains---------------The most popular video has 26,647 views
12,876 followers---------------176 posts---------------Used to show pictures of sponsors and races
149,393 likes---------------Used as a diary of Arena’s activities---------------A way to publicize sponsors’ successes ---------------Customized advertising
SEARCH QUERY IN
The term ARENA has several meanings
Italian: beach, theatre (Arena di Verona), structure for sport/entertainmentEnglish: roman amphitheater, area/sphere, structure for sport/entertainmentSpanish: sand, structure for sport/entertainment
ARENA or ARENA WATER INSTINCT?
• No misleading meanings• Narrower research • Less but more meaningful results
COMPETITORS’ ANALYSIS
RESULTS OVER TIME (1 month)By topics
SHARE OF TOPICS
VS
WEBSITE VISITORS
Despite Speedo is the leader in the swimwear market,
Arena is upgrading its ranking according to the number of
website visitors
VS
ON-LINE MARKETING MIXThe 3Cs model
B2C• Social networks• Website• Press release• Viral videos
C2C• Depicts tribes
becoming their leader
4Ps• On-line selling• On line advertising
BRAND REPUTATION“Arena is the authentic waterwear brand for athletes and real sport lovers.
Wherever there are water sports, there is Arena”
Throughout the years, Arena has
equipped some of the world’s greatest
swimming champions, with the
three diamond brand mounting
podiums the world over in the sport’s top competitions.
In the various social networks in which the brand is present, the emphasis is almost always on athletes’ performances.Through the results of famous champions, the company aims to reach also the traditional consumers.
#wat
erin
stinc
t
THE WATER INSTINCT BLOG
Blogging activity underlines the company VALUES:• Healthy lifestyle• High quality and best
performance• Swimmers community…since
they are kids!
Arena tribe per i più piccoli con i giochi per le classi
http://www.arenawaterinstinct.com/en_uk/http://www.arenausa.comhttps://www.facebook.com/arenapeople?fref=tshttps://twitter.com/ArenaPeoplehttps://plus.google.com/+Arenawaterinstinct/abouthttp://www.pinterest.com/arenapeople/http://instagram.com/arenawaterinstincthttps://www.flickr.com/photos/arenapeoplehttp://www.youtube.com/user/ArenaPeoplehttp://www.alexa.com/comparison/arenawaterinstinct.com#?sites=speedo.comhttp://www.talkwalker.com/uk/social-media-analytics-search/
REFERENCES
Thank You For Your Attention!
Roberta Baessato Valeria Lionello
Enrico Rossi
Nicole SartoriFrancesca TorinChiara Uberti