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Social Media Campaign - Research Plan

Yinky Sneaker is a luxury retail brand that sells foot wear through an outlet-based distribution system around the world. As the company has grown, it has become apparent that a focused and deliberate social media campaign is essential to the company’s continued success. Social media websites such as Facebook, Twitter, Instagram, and give fashion companies the opportunity to not only market their products, but to interact with customers as well. Within this research plan, we will outline our research process by giving detail about our objectives, methodology, and resources.

Objectives

Our main objective is to analyze the social media usage of two very successful companies and also our competitors in our industry: Footlocker and Finish line. These companies and much of their success is owed to their use of social media in their marketing. Our goal is to complete extensive secondary research on social media usage in the sneaker industry, and then use this information to analyze the two companies and their social media pages. We will do this by first completing secondary research, and then using that acquired information to complete our primary research.

Methodology: Secondary Research

Our secondary research will need to be focused on past studies about social media. We will need to understand how running a social media campaign can affect the productivity and profits of a business. We will also need to know which types of businesses have the most positive feedback from social media campaigns. While conducting our secondary research, it will be important to ensure that the sources we pull from are credible and relevant. We will have to be careful not to use sources that actually take away from our own credibility if the viewers of the reports decide to check on our research or do follow up research of their own.

Our secondary research will be conducted through research databases in order to help us find credible and scholarly resources. We will be looking for:

· Background information on corporate social media in the sneaker industry

· Methods that companies use to evaluate their social media

· Types of social media outlets and how they work

· How social media success is measured

· How to maximize the effect of the social media

From our research we hope to gather more information on the best ways to develop a social media campaign for our retail company. After we complete our secondary research, we will use the information and apply it to our primary research.

Methodology: Primary Research

For our primary research, Our secondary research will have helped us gain an understanding of how the social media accounts operate, how success in corporate social media is measured, and how corporate social media in the sneaker industry works. Our primary research will include making observations on both footlocker and Finish line’s social media accounts, including Twitter, Facebook, Instagram, and Pinterest. We will be observing and recording the following:

· Twitter accounts: followers, retweets, favorites, and customer interactions

· Facebook accounts: followers, likes, shares, and customer interactions

· Instagram: followers, likes, and customer interactions

And we will check all of the information about each company about their corporation and advertising program

Result

After taking a good look and investigation in secondary and primary social media analysis, as the following are how other companies to make success and what our company can start to work on and make our own advantages.

· Access to special vendor discounts including; Nike, Reebok, Fila, New Balance, Adidas, Converse, Brooks, etc.

· Advice and assistance in real estate selection and negotiation

· Proven store design, fixturing, and layout

· Planned merchandising system, assortment direction, and coordinated inventory control

· Comprehensive training in all facets of the athletic footwear business through required seminars and workshops

· Ongoing support through video, monthly publications, regional meetings, and co-franchise networking

· National Advertising Program and assistance with the local advertising campaign