Social Listening- Adidas

 

1. What brand did you select? What are people saying about the company, brand or a product? What interested you about this brand or product? 
   I selected to do this on Adidas. Recently people have been posting on Twitter about some of the issues that they have been having with Adidas products. Adidas quickly responds and asks them if they can make it right for the customer. They are also announcing their new international partnership with One Peloton. 
   What interests me about their brand is that they have been trying to become more sustainable with their brand. 

2. What is the company/brand's Value Proposition?
    "Everything we do is rooted in sport. Sport plays an increasingly important role in more and more people’s lives, on and off the field of play. It is central to every culture and society and is core to our health and happiness.  

   Our purpose, ‘through sport, we have the power to change lives’, guides the way we run our company, how we work with our partners, how we create our products, and how we engage with our consumers. We will always strive to expand the limits of human possibilities, to include and unite people in sport, and to create a more sustainable world. " 
   https://www.adidas-group.com/en/group/profile/
   
   

3. What are THREE specific things (both good and/or bad) people are saying? Include the comments on your post. Next, comment on those social media comments.  Feel free to include screenshots of the social media examples in your blog post.
   
   

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   The first one that I chose was from a person that had broken their Adidas slides. The company reached out to the customer for them to DM them to resolve their issue. 
   The second one was from a customer that had gotten their shoes early, a day before the release date. They were pumped about it. Adidas wished them well on their first run in them. 
   The third one was from a fan of Adidas and they said. "I love you". Adidas responded with kindness to the customer and thanked them for being a loyal customer. 
   
   

4. Be sure you explain what products/services/messages is this company/organization trying to sell or promote? 
   Adidas is promoting clothing and shoes for athletics and leisure. They are committed to providing comfortable and some sustainable items to their customers. It feels as though they are trying to promote a lifestyle not a product.  

5. What aspects relate to marketing, and the company's marketing efforts?  For example, are they trying to do something remarkable? Are they using storytelling? Are they using social media best practices? Think about the kinds of things we've talked about in class or that you've read in the textbooks. Cite examples. What's the marketing challenge facing the brand? (Are they trying to engage customers? Expand sales? Build brand recognition?) This should be the main point of your blog post! 
   Adidas has come out with some sustainable lines of shoes in the last couple of years. The first one was made with recycled ocean plastic and most recently they released a Disney line that uses vegan leathers and recycled products. This is a big step for a company the size of Adidas to make. They are trying to make their whole brand more sustainable due to the way that the Earth is declining, such as climate change and the use of fossil fuels. 
   For Adidas to make this kind of change is huge. It takes a lot of money and brand awareness to make this work. It is almost like they are starting over because they're listening to what their customers want to see. 

6. How did the company/group respond to customers? Did they respond? Should they have responded? Was this a good decision for the company/organization? Why or why not?
   They did respond to the customers to resolve the issues that they were having. I think that it is good for them to publicly respond to these people because it shows the world that they believe in their products. Sometimes there are faulty items, and the recognize that and fix it for their customers. 

7. If you were the brand manager, how would you respond to customers? Be specific, and don't just agree with what the company did! 
   I think that the way that they did it was alright. I feel like they could have been more upbeat in a way. For the broken shoes for instance, they could've said "Hey Ally, I am sorry that happened. We sent you a DM to see how we can make it up to you." Addressing the customer personally makes a big difference in my eyes. 

8. What did you learn from this assignment?
   I learned that Adidas is making sure that their customers are taken care of if something unforeseen happens to their products. This shows how much they believe in their brand and what they have to offer.