Social Media Monitoring Part 2: What Adidas can do to perform better?
As what we talked about in Part 1, Adidas, the largest sportswear manufacturer in Europe and the second biggest in the world, brings us a new idea about how to do sports. If we are done with all the boring workout, it's time to color it! Using your creativity, to make a difference in your sport, life, and the world. #HereToCreate
Then you are probably curious about who are they talking to? There are two conditions for the targets: Women & Workout! All the videos Adidas put on their social media are all about women athletes who use their creativity to do sports. Therefore, this campaign focuses on creating a new way for all Adidas's women customers to understand their workout. Also, these videos and posts don't even have to say a word about their audiences, because the leavening influence does.
This campaign seemed to end last week since they are not posting anything relate to this theme in a while. Then I monitored it thoroughly to provide us a better view of how they performed in the social media marketing campaign. Now, you are probably curious that after all the monitoring we talked about in the Part 1 blog, how's the result after all these days? Let's have a look at it!
As you can see in the snapshot of 16th March, Strength has reduced to 53%, Sentiment is 37:0, Passion is 31% and Reach is 50%. Compared to the snapshots I took in Part 1, you can find out that all these factors decreased a little bit, especially the Reach, which was around 70%. Also, in 21st March, even though Strength rose a little bit to 66%, but Sentiment had a rapid drawdown to 2:0.
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| 03/16/2017 |
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| 03/21/2017 |
It’s quite understandable that all these numbers reduced a little bit after the high-tense posting duration.
During the whole campaign, which is shown in this snapshot, it's obvious that the interest of audiences cohesively connected with the consistent posts. All of the high peaks are the time of when they posted a video or a picture related to #HereToCreate. But after that peak, everything went back to normal. People lost their interests on this topic. It also can prove that using a consistent way to "alarm" audiences who are interested is an appropriate way for this campaign.
SWOT Analysis:
Strengths:
- Used consistent Posts gives a strong sense to the audiences to take part in this campaign.
- Had mature social media accounts with tons of followers
- Knew the significance of communicating with groundswell
First, posting on social media with a regular duration just like an "alarm clock", which can remind the followers that they could join us. Continuous posts relate to one topic also can be regarded as an important thing that people are all participating in it. Then, Adidas has 13.1 million followers on Instagram, 3.04 million on Twitter, 2.5 million likes on Facebook, and 450k subscription on YouTube. Those numbers can make a lot of difference. Having social media accounts like these is a good basement for their social media marketing strategy.
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| Ins |
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| YouTube |
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And Adidas knows how to talk to their customers positively or even lead the followers to do the work for them, like what said in Groundswell. Just like what shows in this snapshot of their Instagram, they tried to let the groundswell to use the tag, #HereToCreate, to make this campaign succeed. Besides, they replied to people and asked them about how would they do to unleash their creativity.
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| Conversation between Adidas and followers |
Weakness:
- Ignored all the negative comments on all the social media they have.
- Not good enough at taking advantages of social media platforms.
The most dangerous thing on social media is ignoring the negative comments written by your customers, right? Negative comments are all potential crisis! During the observation of all the social media platforms of Adidas, I found that they had a spirit of taking risks. For instance, like what I said in Part 1, they ignored all the negative comments on YouTube. More and more people comment bad words on that video, but Adidas did nothing. What's more, as shown in the snapshot below, on their Twitter accounts, they intended to reply to the positive comment rather than the negative comments. Also, after putting some new posts, they won't reply to any comments on the previous one.
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| Negative Comments on YouTube |
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| Negative Comments on Twitter |
In addition, the amounts of the posts that they put on all the social media platforms have a huge difference. Twenty-three posts on Instagram, four posts on Facebook, twenty on Twitter, and fifteen videos on YouTube. All the social media accounts of Adidas should be on the same page.
Opportunities:
- Focus more on communicating with the audiences on social media.
- Use more consistent way when putting the posts.
- Respond to the comments uses other languages can give people a feeling that we care.
- Take good advantages of social media.
Face the negative comments directly! These negative comments are opportunities for us to show that we care about our customers and followers, not to mention that they are also the potential crisis for us. Using some interesting tone to talk to our customers and solve their problems is the chance our customers give us.
Also, there are plenty of comments were in multiple languages. This is also a good chance for Adidas to communicate well with followers. Don't only reply in English. People use their own languages to comment, maybe because that they can't speak English. But caring about these audiences can also be an opportunity.
There are a lot that Adidas can do on social media, but they chose not to do. Like, they posted an event on Facebook, that they were going to climb a mountain. But they didn't post anything related to this event after it. Showing people how others related to this campaign can really make a difference.
Threats:
- Don't know the significant influence of negative comments.
Like what I said before, this is deadly. If we still don't pay attention to the negative comments on our social media pages, we will pay for it eventually, especially in the groundswell.
In concluding this social media monitoring project of Adidas, I would like to give them some suggestions:
1. Pay more attention to both negative and positive comments. Because you can't underestimate the influence of them. Adidas can grow up a team focus on all the comments on their posts from the groundswell. At least to make sure that if something goes wrong and they will be the first one to know that.
2. Create more marketing strategies to engage with the groundswell. Interaction has significant effects on marketing. Giving groundswell more opportunities to engaging with your brand or products can increase favorable sense.
3. As you can see in these snapshots, Adidas can choose the time when their users have the high activity to release their posts. In this way, more people will reach out to Adidas's campaign.
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