Reebok Online/Social Media Plan 2012 NDML Summer 2012 Section 701 Nick Donabedian

1. ONLINE/SOCIAL MEDIA PLAN 2012

2. Reebok Social Media Outline
 Campaign Layout and Objectives
 Target Market
 Budget
 Goals
 Why Online/Social Media Advertising?
 Opportunities
 Pay-Per-Click Advertising
 Blog
 Facebook
 Twitter
 Mobile App
 NHL Winter Classic
 Questions

4. Campaign Layout and Objectives
 Target Market: Men and Women Between the ages of 15 and 30
 Active in sports
 Lead the market in sports merchandise purchases
 Young enough to set trend and increase popularity
 Active Online Users
 Budget: Unlimited
 Compete against Nike and Adidas
 Become Sports Merchandise Power House
 Goals:
 Build Brand Image
 Increase our reach, popularity, sales
 Form long lasting consumer relationships

5. Why Online/Social Media Advertising
•Reach a more specific target
market.
•Communicate with customers
directly
•Gives Consumers places to go to
find and share valuable
information
•Analyze and take in feedback
and data
•Best way to accomplish all of
our goals

6. SOCIAL MEDIA/ONLINE
OPPORTUNITIES

7. Search Engine: Pay Per Click
• Guarantee exact results
• Only pay when a visitor comes to the site
• Don’t have to modify the code of the site
• Target many keywords and people from different geographical regions
• Immediate results and immediate visitors

8. Reebok Blog
• This should be a place where customers, employees, and future targets should
be able to learn more about Reebok as a whole, its products, and its sponsored
athletes.
• A place for consumers to communicate with each other and people from the company
• We should respond to all questions and concerns. This builds relationships and loyalty.
• Organized by tabs:
• Home
• Products
• Athletes
• Questions
• Contact
• Internal and External Links
• Familiar/Related sites and articles
•Updated regularly (daily)
• Written content
• Visual media content
• Customer polls (interaction)

9. Social Media: Facebook
• Facebook Ads
• Although easy to use and not expensive, not many
click throughs
• Facebook Fan Page
• Place where interested consumers can connect
with Reebok
• Fan page for each individual sport
• Hockey, Football, Soccer, Basketball, etc
• Updated daily
• Valuable written content
• Sales and Reebok Opportunities
• Photos of products and athletes
• Video of products and athletes
•Integration
• Connect with links to company blog, Twitter page,
company website, etc
• Allow viewers to share information/articles

10. Social Media: Twitter
• Reebok Twitter account
• Connect with fans
• Real time posts
• Exciting and New
• Update and Post Regularly
• Products
• Athletes
• Real time pictures, video, updates
• Promotions/ Opportunities
• Incentive to connect
• Questions
• Feedback
• Interaction

11. Mobile App: Bok It
• Interact and influence consumers via
mobile phone
• Contain all of the same information as our
Facebook pages, but should work like the
website StumbleUpon.com.
• Mobile App Categories:
• Individual sport
• Sponsored athletes
• Type of product
• Etc.
• To make this app even more appealing to
our audience is that occasionally users
should stumble upon a coupon, discount, or
prize.
• Create incentive to use app
• Sense of achievement
• Reward

12. 2013 Winter Classic
• Pavel Datsyuk of the
Detroit Red WIngs and
Dion Phaneuf of the
Toronto Maple Leafs
both will be
participating.
• High television ratings
and interest
• Using all our online
sites and pages, we
upload video and
pictures of our two
sponsored athletes
during the weeks
leading up to the big
game.
• Unique opportunity
•HBO 24/7

13. Questions?
 Campaign Layout and Objectives
 Target Market
 Budget
 Goals
 Why Online/Social Media Advertising?
 Opportunities
 Pay-Per-Click Advertising
 Blog
 Facebook
 Twitter
 Mobile App
 NHL Winter Classic