Business Consultant: Abigail PeressUW 1020: Selling With Social Media

Professor McCaughey

Proposed Social Media Advertising Plan

Adidas Brand

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?

User demographics Typical social networker is aged 18-29 Age bracket 18-49 is expanding

Adidas target audience: Teenager/middle-aged men and

women Particularly athletic or active Fashion-interested individuals

*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

Ineffective: Posting too frequently Calls for user-generated content

are ineffective for multiple reasons

Effective: Short captions Responsiveness

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

Instagram: Providing a picture that will

catch the audience’s attention Consumer psychology

studies

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…!”

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.