Social Monitoring Part 2

      Adidas

Social Monitoring Part 1 Summary

              Last week, we talk about Adidas and their video ad “Create the Answer”. They have followers in their social media platforms, interested in commenting on the posts and videos. Unfortunately, Adidas is not showing interest in answering their followers back. As the Groundswell mentioned, we need to listen and talk to our customers in order to engage and connect with them. The Adidas ad invites their customers to be creative. It ends with the phrase: “Now over to you”. In other words, it is your time to find the answer through creativity. Let’s take Adidas advice “Create the Answer” and apply it to their own groundswell.

              Adidas created different ads. All with the same idea with creativity, diversity and all working together. In this second part of Social Monitoring we are going to apply the Groundswell chapters to connect with the followers.

Platforms

              According to social media, Adidas’ platforms have new post and videos.

·       Instagram has 22.2 million followers with new posts. One with Paul Pogba in their campaign  of the POD System and a picture of the new sneaker with the POD System “supportive feel”. 

·       Facebook no new posts since August 2^nd. 

·       Youtube channel which last video post was a week ago, Creativity is the Answer #01.

Analytics

·    Social Mention

      In comparison with eight days ago, the reach increased 5%, from 15% to 20%. Passion increased 1%, sentiment is the same 6:1 and strength decreased from 2% to 0%. The search definitely change from last week and is intriguing why the reach (range of influence) increased.

·    Google Trends

              The research after a week in Google trends was the same result, but I wanted to find if the increase in the reach might be reflected now in Google Trends, but there was no result and no data.

                 In regards of the Adidas search in eight days, there is a spike on October 27. There might be several reasons. The first one is Adidas Women Video Statement Collection, with Dua Lipa, Karlie Kloss, Hannah Bronfman, Garbiñe Muguruza and Shay Mitchell. Second, an interview of the CEO Kasper Rorsted in CNBC where Adidas is compared with Lululemon apparel and how Kanye West’s Yeezy Boosts is a “fantastic investment".

Surprinsing Comment

              CEO Kasper Rorsted said the following comment in an interview at CNBC March 2017. This interview was commented by Mark Ritson at Marketing Weekly, which has the exact comment made by the CEO:

“It’s clear that the younger consumer engages with us predominately over the mobile device,” Rorsted told CNBC. “Digital engagement is key for us; you don’t see any TV advertising anymore. All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately €1bn to €4bn and create a much more direct engagement with consumers.”

SWOT Analysis

·    Strengths

1.       Adidas has great designs in all their sport and casual wear.

2.       Video ad and slogans are very creative and with passion.

·    Weaknesses

1.       Lack of communication with the groundswell.

2.       Weak strategies to promote the brand.

·    Opportunities

1.      Adidas as a company already have the customers, now they need to engaged with them and built loyalty.

2.      Be creative to launch the video adds and advertisement in social media to connect with followers and also win new followers.

·    Threats

1.      The competitors like Nike, Under Armour and Lululemon that already engage with the groundswell.

2.      They can lose customers and loyalty because the lack of engagement with them.

3.      Rely on their designs and avoid the groundswell.

4.      Lose credibility by promoting creativity, diversity and working together and ignoring the customers opinions and concerns.

POST Analysis

·    People

              Adidas has a lot of customers and people from the groundswell, such as creators and critics that want to share with them and need to be heard. They can talk, listen, energized and support them and Adidas can improve their products and built loyalty.

·    Objectives

              We can agree that Adidas already has some objectives defined; for example, bold designs, contributors for the brand, and creativity for the campaigns. Now they need to establish objectives to maintain their customers interested, figure the correct way to spread their messages and value customers opinion.

·    Strategies

              If they have clear objectives as mentioned above, Adidas can develop strategies for each of them depending on their approach. In this step, it is very important to listen and talk to the groundswell because they can help them with creativity and nail their needs on their way to success.

·    Technology

              Adidas is already using social media to post their video advertisement and designs. However, is not enough to had a profile, they need to energize it and really listen to what their critics are saying. Their videos, especially Create the Answer ad, is using technology to communicate the message. Creativity is the answer and we can see their approach. Now they need to use that technology to launch the add in a way that everyone can see them and share their vision.

Ideas to tackle the groundswell/Conclusions

              Since Adidas already has the platforms and they post on it, I want to share some ideas on how to put the groundswell approach in motion. This has to be applied in all the platforms. First, from what we learned before, the first step is communicating to the Groundswell. That is, responding the customers messages and answering questions and concerns.

              Second: energize it. Motivate the followers to react to their posts. The groundswell is already posting pictures of them using the brand. Let’s create a # or post, so people can share how they use their products. When? Where? How? Why?

#AdidasAnywhereEverywhere

Fashion Designer Rocking the Adidas Superstar

            Third and last. After creating such an inspiring video ad and telling their watchers that it now is their turn, what about really asking them to share their creativity? Creativity could be demonstrated at work, at home, at school, with friends, family, or pets. It would show how Adidas cares about their customers and their day to day life activities.

              Strategies to launch the video ads can spread the message and reach more people. As a customer, I will like to see it and share it. I was inspired, now I want to show them why, but If we don’t get to watch these ads, it is harder for customers to talk about their brands. Adidas can motivate the followers to share the video and do it in clever ways. For example, If Adidas is browsing the web to see how people are talking about them, Adidas should answer them, and surprise them. How?

#NowOverToYou

Mommy and wife; Always beautiful and ready

Mommy can style your hair even when you are dancing!

Ready to be the tour guide for the family!

      We as costumers expect more from the companies. They can identify their biggest creators or critics and let them know they are watching you. For example:

Hi Patricia. We are glad you like the ad and that it inspired you to appreciate every moment. Especially if these moments are improved with the comfort of Adidas designs.

              A post like this, simple and easy, will motivate me so much to keep sharing that I will probably comment on share with EVERYONE how Adidas acknowledged my post.

              Also, asking the followers to share the video and not just the message, but in this case, a way of thinking and living to the fullest-going beyond the limits. How do you Create the Answer? Reward the best post with Adidas products.

              Next, Adidas needs to motivate college students. The college student that posts the most original picture of their classmates with Adidas products will be rewarded with a semester scholarship or the student will be invited to the set of the next ad.

              Adidas is a great brand that needs drive to communicate with the groundswell. We know that their creativity is there but they must extend it to social media platforms. Their message is passionate and radiates team spirit. Is essential that Adidas starts engaging and emerging it because customers are not just looking for designs. We support a company that values our opinion, that knows how to satisfy our necessities, and that has solid values. Remember, we define who you are as a company, instead of you imagine what we need or want, let’s figure it out together.

              Thank you for reading my post.

              P.