Social Media Monitoring: Part #1

    Adidas; Create the Answer

 

Introduction

             Adidas has changed a lot since the football boots! It was a success then as it is now. Adi Dassler was the creator and founder in a small town in Bavaria, Germany. Adidas in 1949 created the football boot and registered the name and the three stripes. The football German Team use them and won the world cup in 1954, which made them a Name in the world.

              Adidas has a wide variety of products, from shoes to sport wear, even casual wear for men, women and kids. The brand has created a name by themselves through their products. They have 7 headquarters:

              In this project, I will focus in the Adidas add: Create the answer. This video incorporates many people working together to achieve creativity, no matter the race, sexual orientation or religion. All working together to achieve creativity, because creativity is the answer.

Platforms

              Adidas add has impact when you watched it. In Youtube.com, Adidas has a channel where they shared the it, the add has 3,648,454 views. Also, it has 848,088 subscribers. In Instagram, Adidas add has 370,908 views and the #creativityistheanswer, has 553 views. However, even when they have 22. 1 million followers, the quantity of people that has watch the add is very low compare to the number of followers.

                  Unfortunately, Adidas is not in all the social media networks, which means that is a message that was not communicated correctly. In Facebook, even though the company has a profile with 1,716,498 followers, the add is not posted. The communication with their fans is not reciprocal. Even though fans write and comments products and adds, Adidas did not respond to them.

Analytics

·       Social Mention

                According to social mention the strength for the add “Create the Answer” has been low and with a small variation in eight days of monitoring. The strength increased to two percent, but is still low. There is no variation in the sentiment, which means that the positive mentions are more than the negative mentions 6:1 and the passion and the reach decreased

    October 13, 2018                         October 18, 2018

      October 20, 2018

             In relation with the trend of Adidas, the add is very low. We can see that the brand is being discussed in social media and their reach (influence) has doubled the reach for the Create the Answer add.

                                                                             October 18, 2018

               In comparison with Nike, their brand being discussed is higher for almost 20%. Their influence is to up to 60%, which made their customer’s references higher too. 

October 18, 2018

·       Google Trends

                The add “Create the Answer” is not in Google Trends. The search does not find “Adidas create the Answer” but it does find Create the Answer, which does not refer exactly to the Adidas campaign. However, Adidas as a brand has been able to keep the interest of their customers very steady and also tell us that when the customers search of talk about the brand, they refer to Adidas. After October 2017, there was a high pick when they launched the Adidas Yeezy Boost 350 V2. 

October 18, 2018

                Also, in comparison with Nike, Adidas has lower interest from the customers but steady in the last 90 days. Nike is higher and with a spike in September 2018 due to Colin Kaepernick add.

October 18, 2018

Technographic Profiles

              The customers comment and “like” social media posts of the add Create the Answer. The same happen with the products of the brand such as shoes, sport wear and casual wear. However, they are not answering any questions or comments from the customers. Adidas has a presence in social media but they are not talking to the groundswell, which can be determined that they are not listening too.

              Adidas might be losing customers and loyalty for not engaging with them. Critics and creators such as bloggers, can lose interest talking about the brand but can be very damaging if the comments are negative.

Conclusion

·       Adidas has presence in social media but is not done very well. Especially the adds, must have a great launch in their different profiles to be notice and reached the customers.

·       Answering to the customers’ comments and questions must be a priority to them, in order to know what they need or want. They are missing the opportunity of engaging with them.

·       According to Social Mention, the positive comments are consistent, but these can change if they do not start listening and talking with their customers, such as creators and critics.

·       Customers like their designs, which most of them are in stores, social media, and websites. Campaigns need to be strategically released.

·       In my opinion, Adidas need to start engaging and improving their marketing strategies if they want to win more customers and loyalty. They must make a difference in social media and the website. Communicating with the customers is difficult and challenging but needs to be done to improve. As their add said, Create is the Answer, creativity is a must in order to stand out.

Thank you for Reading my post. 

P.