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Adidas Social Media Proposal
1. Proposed Social Media
Advertising Plan
Adidas Brand
Business Consultant: Abigail Peress
UW 1020: Selling With Social Media
Professor McCaughey
2. 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
3. Why utilize social media?
Adidas target audience:
Teenager/middle-aged men and
women
Particularly athletic or active
Fashion-interested individuals
User demographics
Typical social networker is aged
18-29
Age bracket 18-49 is expanding
*Key point: Social media
provides access to the
target market of the
athletic apparel industry.
4. Competition: Nike
What is done effectively:
Facebook:
Rhetorical devices
Short captions
Incorporating “hashtags”
Twitter:
Variety
Interacting with audience
User-generated content
6. Competition: Lululemon Athletica
Effective:
Short captions
Responsiveness
Ineffective:
Posting too frequently
Calls for user-generated content
are ineffective for multiple
reasons
7. Current social media use
Areas of Concern:
Lack of variety
Lack of engagement
Structure and content
8. 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
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…!”
Instagram:
Providing a picture that will
catch the audience’s attention
Consumer psychology
studies
9. 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.