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Social Media Report Effects of Social Media on Business Operations
[Dylan Day, Pat Barlow, Matt Trujillo], [Business Analyst Team]
[Star Jordan]— [8500 Price Rd. Tempe, AZ 85281]
T: [480-499-9186] DD: [480-440-5899] E: {[email protected]]
[Social Media Report] | 2
Introduction Our company, Star Jordan, manufactures and sells athletic footwear to a wide variety of consumers.
To increase revenues, we want to create a social media campaign that is modeled after the effective
campaigns run by popular footwear companies like Nike and Adidas. To pull off a successful campaign,
we must conduct primary and secondary research looking into the aspects of a successful social media
campaign.
Return on Investment (ROI) of social media campaigning is one of the most difficult aspects of
marketing to measure, in terms of correlation between social media activity among consumers and the
potential generated revenue. The companies we came across that implemented a social media
campaign all have the same end goal of ultimately increasing revenue and sales. We attempt to
analyze all uses of the campaigns, including non-monetary focused gain.
CONTENTS
1. Research Methodology a. Primary b. Secondary
2. Targeting - Effective Use of Demographics a. Age b. Gender
3. Specific Advertising a. Website/ Social Network Specific b. Event Specific
Research Methodology In conducting our preliminary research, we have utilized a number of secondary sources in order to be
credible with our research. We have searched through numerous scholarly articles found on Google
Scholar as well as individual Databases such as ProQuest and JStor. We have also taken some content
directly from news outlets that have significant credibility within the business world, including Business
Insider, The Economist, CNN Finance/Money, The Wall Street Journal, and BBC. These sources were
carefully selected in an attempt to minimize opinion and single out only relevant and distinctive
facts/statistics. However, both primary and secondary research methods were vital on this report. We
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took what we observed as our primary research, visiting their social network accounts, then applied
what we learned from our secondary research.
PRIMARY
After visiting Nike’s social networks: Facebook, Twitter, Instagram, we saw that essentially all of their
posts were very diverse and that there were a wide variety of ways that they used their brand name to
connect with their target markets as well as overall customers. Initially, what we took from their
Facebook account is that it was very general with Nike information about what would be coming out in
the future as well as what is out now.
Furthermore, their twitter account was very customer based with a lot of tweets to what people’s
needs were and their general thoughts about Nike. It was also very cool to see how they would
connect with the consumer because they are such a big name brand. Lastly, from following their
Instagram, we observed that their posts were very different from post to post. There was such a wide
range of posts about sports, to products, to age groups, as well as gender. Also, their posts seemed to
be very inspiring and also came with a certain caption directed at the wide variety of consumers.
SECONDARY
After careful research using secondary websites and databases, we learned that a lot of our initial
analysis was in fact true but also that Nike is very specific with their use on different social networks.
The primary research was essential in our secondary findings because it paved the way in what we
wanted to learn more about and what we needed clarification on.
We used a variety of sites for our research and really tried to apply all of what we found. Because there
were so many similarities within all of our separate research it was very helpful in verifying if our
finding were infact consistent and true. Our more helpful information came from databases and
trusted websites that provided concrete research and case studies about Nike’s social media
implementation.
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Targeting - Effective Use of Demographics
Age
Nike uses different approaches to Social Media to achieve different
perceptions portrayed to specific audiences. One of these audiences
includes children. Focus is put heavily on athletics, and the involvement
among children. Nike employs campaigns on social media sites such as
“What do you play for?” The intent of the campaign revolves around
building an online community, providing a catalyst to achieve a high rate of
involvement. Students have the opportunity to tell their favorite stories,
connecting and interacting with the youths on a personal level. An increase
in brand loyalty is a central focus. This type of campaign gets youths excited
about the athletics that are perfect complements to the products released.
Gender
The marketing opportunities on social media can be optimized by separating
campaigns between men and women. Nike’s #BetterForIt campaign is running
on the heels of a projected $2 billion in additional sales. This campaign attacks
women of all fitness levels, from beginner to expert. Encouragement is
promoted as the foundation of the campaign. The company wants the image
of a leader, motivating the everyday citizen trying to stay fit. A 90 Day
Challenge is presented, with the goal of a healthy mindset, leading to a fixed
attention of the customer. A full 90 day commitment provides a platform for
relationship development. This is a great look at utilizing social media to build
a community of followers, ultimately improving financial gain for the
company.
Specific Advertising
We researched Nike’s advertising strategies in order to get a clear concrete
understanding from what we observed in our primary research. Nike is a
BY THE NUMBERS - #BETTERFORIT
● $2 BILLION IN PROJECTED SALES With the added focus on the woman-focused campaign, Nike projects it will generate an additional $2 billion in sales
● 90 DAY CHALLENGE Inclusional promotions such as this generate a sense of family among followers, creating loyalty and brand awareness
● INSPIRATIONAL MOVEMENT The women’s line expects to grow faster than the already established men, growing from $5 billion to $7 billion by 2017.
● USING OTHER PROGRAMS Nike decided to build this campaign based off their Nike+ numbers, with women joining at a faster rate and holding a greater share of membership (54% vs. 46%)
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world wide known company that is excelling in the social media world and
from our findings, their tactics prove to be very effective and efficient when
used properly. According to David Moth, Nike uses popular social networking
sites such as Facebook, Twitter, Instagram, and Google+. Using secondary
research from credible websites and databases, we were able to find that Nike
uses each social networking site a little differently and each one serves its own
purpose. Below are the networks Nike uses, and how they do so:
Website/ Social Network Specific
Nike uses pages that are specialized based on the particular sports. For
example, they have a page dedicated to “Nike Football” and another page
dedicated to “Nike Soccer”. They update these individual pages every day
while they update their main “Nike” page about once a week. Essentially, this
allows them to connect with all different types of customers and for them to
become inspired through their sport or be excited about what is to come as
far as merchandise.
Nike mostly uses Twitter to provide customer support for ordering issues, but
also connects with people on a personal level regarding any tweets specifically
about Nike. It is very interesting to see just how involved Nike is with their
customers through tweets. For example, it seems that anytime someone is to
tweet about Nike, there is a support line that runs the account that
immediately knows and responds to any issues or comments about Nike. That
is not to say that they don’t also use twitter for promotions on products as
well which is also effective. However, primarily, Twitter is Nike’s way of
showing their personality and reaching out to others.
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Nike targets a variety of customers through Instagram and uses the network in
order to project brand ideals. In other words, by using inspiration quotes
about different sports, they connect with the consumer. Nike is always
switching it up and seems to reach an assortment of different athletes and
people. This is what Nike is based off of in several posts, high quality products
for different athletes and providing that “Just Do It” charisma within the
caption.
GOOGLE+
Nike does not advertise much on Google+, probably because the site is not
very popular. We can use this information to vary our campaign based on
each site, having a different purpose for the customer on each website.
(facebook.com/nike)
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Event Specific Advertising
(http://www.worldfinance.com/wp-content/uploads/2014/10/Nike-v-Adidas-head-to-head.jpg)
Adidas ran an expansive television and social media campaign while having
sponsorships with the biggest teams in the 2014 FIFA World Cup. Adidas had
exclusive sponsorships with many teams in the tournament, including Germany
and Argentina which were the two teams to make it to the finals. The sale of
jerseys from both of these teams increased dramatically and even exceeded the
lofty goals set by the company. Targeting a brand during a worldwide sporting
event provides an incredible opportunity for increased revenues. Adidas took
advantage of the success of the teams to increase exposure for their brand.
Nike also successfully targeted the tournament with its own successful ad
campaign.
CONCLUSION
Nike is the type of company that is so universally known due to the reputation they have been for themselves over several years and they were making strides reaching people efficiently before social media was even relevant. Being able to observe and then conduct some secondary research about what goes into being that effective in the social networking world is going to allow us to apply what we have learned so that our company can be equally as successful. We also were able to take away how different forms of social media can connect with not only different genders, ages, but also different target markets regarding sports. Going on to the proposal, we would not have been able to learn all that we have about social networking it if weren’t for
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observing as primary research then validating those observations with secondary concrete evidence of our inferences.
