The document discusses Adidas's use of Facebook to engage with customers. It describes Adidas creating a Facebook page to celebrate its 60th anniversary and build a customer community. The page attracted over 1.9 million fans and allowed Adidas to share news, events and products. It also let fans interact like commenting and sharing content. While the approach boosted Adidas's brand presence, it's unknown how many fans will convert to sales and negative comments must be managed.

1. Adidas – rise to the challenge of Facebook
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Web Application – KH Leuven

2. Adidas – Rise to the challenge of Facebook
Content of table
1 Adidas Group
2 Social Network - Facebook
3 Facebook – Adidas Original
4 Conclusion
Adidas Social Network Facebook Conclusion 2

3. 1 Adidas Group
Company
• Head quarter: Herzogenaurach (Nuremberg/Germany)
• Employees: 31.344
• Sales: 10,299 Billion Euro (2007)
• Products: sport apparel
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4. 1 Adidas Group
Guidelines:
• Design, quality, image of the products
→ reach the desire of the consumer
• Leading in innovation and design
→ best support of athletes
• Social and ecological company with a sense of responsibility
Goal: Arousal of consumer interest
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5. 2 Social Network - Facebook
Social structure made of nodes
Facebook: High user engagement
Fulfillment of two human needs
SHARING FOLLOWING
Sharing of information & feelings Want to see information
↓ about other people
Messages can be exchanged ↓
Pictures can be published „We are all spectators“
↓
Fulfillment of talkativeness
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6. 2 Social Network - Facebook
Companies
Looking at published Supporting of „word of
consumer opinions mouth“ advertising
Become part of the conversation
→ Give the opinion leader something to click
•Arrangements
•Groups
•profiles
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7. 2 Social Network - Facebook
Strong arguments
Amount of users, who are using social networks:
• ¾ of 15 – 24 year old users
• 68 % of 25 – 34 year old users
• Worldwide 140 million active users
• The average user has 100 friends
• Every day more then 2.5 million users become fans of a site
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8. 3 Facebook – Adidas Originals
Starting position - a new campaign:
„Celebrating 60 Years of Soles and
Stripes – be original!“
• Facebook
• YouTube
 Target group uses Facebook & YouTube Adidas Original House Party
 Goal: to create a community of customers
Identification with the brand
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9. 3 Facebook – Adidas Originals
Communication Tools:
• Page / Profile
• Groups
• Events
• Applications
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10. 3 Facebook – Adidas Originals
Structure of profile - wall
• Fan area
 Amount of fans
• News Feed
 All Content, Links, Events …
• Link to “Your Area”
• Links
 posted by fans
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11. 3 Facebook – Adidas Originals
Fans of Adidas Original:
 ”Traffic” at the page of Adidas
 Opportunity to share promotion
across the member networks
Results:
• Fans: 1.935.371
• 13.05.2009: +5,985 (+0.31%)
• 11.05-17.05.09: +21,287 (+1,11%)
3rd largest fan site of Facebook
Source: PageData
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12. 3 Facebook – Adidas Originals
Wall: News feed (Events, Links, Applications, Promotion)
Reactions to announcements:
a) Comment: positive or negative
b) „I like it“: positive
c) Sharing with friends: positive
Support of conversation
about
brand/product/arrangements
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13. 3 Facebook – Adidas Originals
„YOUR AREA“
Appeal to a local audience:
• Local content, events, promo
• Featuring products/people
• Tweeter feed about products
• Links to local stores
Presence of the brand
Local stores can target their specific fans
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14. 3 Facebook – Adidas Originals
Share
• Facebook application
• Let companies promote
events, products, photos,
groups, links…
 News / Comments
 Product description
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15. 3 Facebook – Adidas Originals
Sharing – News/Comments
• Every new post by Adidas from the news feed of Adidas
 Will be at the news feed of the fan site
Fan will be informed without looking at the
page of Adidas
• Every new post of the fan at the news feed of Adidas
Will be a) at his profile
b) at the highlights of his friends (mini-feed)
Visitors or friends of fan will recognize Adidas
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16. 3 Facebook – Adidas Originals
Sharing - Product description:
• Links to the catalogue at website
of Adidas
New function:
• Post products of a new collection at fan
profile
• Share favorite products with friends
• Link at the picture to the website of
Adidas
• Presentation of products
• Opportunity to gain new customer
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17. 4 Conclusion
Advantages
• Boost of branding presence
• Generate consumer insight
• Listen to the audience
• Real dialogue with customer
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18. 4 Conclusion
Disadvantages
• Unknown how many people converting into a sale
• Identity has to be managed and monitored
• Leader in creating groups and event pages
• Negative comments  complaining
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19. 4 Conclusion
Personal Reflection
+ Adidas can strengthen their presence in the target group
 More difficult to preserve a customer
 Local approach
- No proof, that fans of Adidas Original will buy clothes
Facebook is a huge hype, Adidas can not ignore it
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20. Adidas – Rise to the challenge of Facebook
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