Adidas using Facebook as a part of the online marketing mix

CHOW King ShingChristopher HETZ

Kumar PIYUSH

Outline

Company Presentation

How does Adidas use Facebook?

Appraisal

Company Presentation

Employees worldwide: 39.596

Turnover of Adidas Group: € 10,5 billion (€ 567 million profit)

Marketing budget in 2010: € 1,5 billion

Main target audience: 14-19 year-olds (spend most of their time online)

How does Adidas use Facebook?

Promotion of new products by posting pictures

Desseminating sale days of new products

Organizing and promoting brand events

Appraisal

17 million fans Facebook in Social Media

Own Department of 25 people organizing and operating Social Media Marketing

Professional monitoring approach

German Business Week ranked them as the most efficient Social Media Marketer of the DAX

Diversified pages on Facebook (running, cricket, soccer, Adidas Originals)

Cheaper and more flexible than print or tv marketing

References

• www.papercamp.com/essay/18020/Adidas-Marketing-Budget-Reallocation-To-Digital

• www.facebook.com/Adidas• www.invisiblepr.com/search/adidas • http://www.wiwo.de/finanzen/adidas-verwoe

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