Marketing In Social Media - EUR Thesis Repository

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5.24 Competitive analysisIn this section, the competitive analysis in social media between NIKE and its competitor(Adidas) will be elaborated and discussed. The graph below illustrates the basic socialmedia presence and metrics of NIKE and Adidas.It can be seen from the following graph; NIKE’s social media presence and engagementare significant better than Adidas in general. The graph shows that NIKE has almost 160million followers which the amount is remarkably compared with Adidas. One reasonfor this result is that NIKE has evolved its social media strategy since 2006 whichfocusing on expanding its reach to wide range of customers globally. This change turnedout to be effective since the huge advantage NIKE has on social media platforms.Nike also wins the battle on LinkedIn. Its followers on LinkedIn are nearly ten times asAdidas. It could be argued that NIKE is expanding in social media successfully over thepast few years. The reason behind could be attributed to its inspirational social mediamarketing strategy which the goals is to help in building and managing relationship withconsumers.Facebook NIKE AdidasFans 14,005,298 14,087,085Twitter NIKE AdidasFollowers 1,459,984 165,853Tweets 11,551 681LinkedIn NIKE AdidasFollowers 273,440 93,288Employees on LinkedIn 25,645 6,93720
Chapter 6 ConclusionThrough the research, it is expected to find the answer for the research questionproperly: How could companies construct and implement social media strategiesappropriately? From the overview of social media marketing, it is apparent that usersfrom social media sites are dramatically numerous which resulted that traditionalmarketing communication controlling implemented by professionals are steadilyreduced its effect. Because the social media users’ opinion and content (UGC) aregradually affecting the companies’ action.Although social media marketing is relatively updated topic and there is not muchrelevant research has been done, still many companies are applying it as an importantmarketing channel. It has been mentioned previously that the main purpose of usingsocial media in marketing is to strengthen brand awareness and brand exposure.Therefore, social media presence is very fundamental for companies. If you check thesocial media platforms, it is noteworthy that basically major corporations are all usingsocial media platforms in the form of corporate user. The superiorities of social media inmarketing could be concluded into its rapid, accuracy, timeless and universality. Thenumbers of social media followers are all potential customers, so companies should byall means try to increase the followers.From the perspective of companies, internal and external factors should be consideredwhile choosing the right social media platforms. Internal factors are the core brandidentity and the external factors are the target group and segmentation. These factorsdecide the companies what content should be communicated to customers as well asthe proper target group. Because if the wrong information has been delivered to thewrong customers, the marketing effort will be wasteful and inefficient.In order to construct and implement successful social media marketing strategies, boththeoretical and empirical experience should be taken into account. Firstly, the necessityof building social media channels in marketing is doubtless. Secondly, the most21
Page 4: Chapter 1 IntroductionIt is predict
Page 7 and 8: about sharing and aiming at a colle
Page 9 and 10: Chapter 3 Methodology and Theoretic
Page 11 and 12: Therefore, social network plays imp
Page 13 and 14: It is noteworthy that privacy may a
Page 15 and 16: limited in scope. That is why socia
Page 17 and 18: In this section, empirical data wil
Page 19: it is slightly different from Twitt
Page 23 and 24: ReferenceArticles and booksAaker, D
Page 25 and 26: FiguresFigure 1: NIKE’s Facebook
Page 27 and 28: Figure 3: NIKE’s Twitter’s prof
Page 29 and 30: AppendixAppendix 1: Brand Identity
Page 31: Appendix 4: Benefits for social med

Marketing In Social Media - EUR Thesis Repository

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