Using Social Media Metrics to Engage Consumers!

Gurjit Sidhu    December 5, 2018

Who would have thought that social media would be used for business purposes in reaching a company’s goals and objectives? As social media started to become popular around 2005, people from around the world had a platform where they could share life events with one another. As various platforms came into existence such as Facebook, Instagram, Snapchat, WhatsApp, communication between individuals increased and it became a thing to do with much more ease. During this time, as social media was still developing in today’s modern world, organizations saw an opportunity to connect with its consumers and create brand awareness. Considering Facebook, if you recall, there was a point in time where organizations would share posts in regards to advertising their business just a normal Facebook user. Social media metrics were developed not too long ago by social media platforms as it gave benefits to both the users (companies), and the social media platforms themselves as it enabled both to increase profits and gain more insight in regards to specific posts. Adidas had been taking advantage of Facebook Messenger and Whatsapp to engage with its customers. They used these platforms to measure engagement rates, view-through rates, and how many views are generated.

 

Although Adidas used Facebook Messenger and Whatsapp to engage with its customers for the purpose of their “Tango Squads” campaign, they found it difficult to monitor the results they were looking for. Their need for having users upload and communicate with the organization for the purpose of sending in videos and then monitoring engagement rates, view-through rates, and how many views are generated was not as easy as they planned it to be. However through using this social media metrics, it is stated by Florian Alt “It was a moment in time when we realised we needed a shake-up and a refresher to really cut-through and not be the boring, traditional, good quality but not so sexy brand.” Form there of it is realized, the social media metrics create a realization of what needs to be done to reach an organizations goals and be successful. From there of Adidas started to think of new ways to engage its consumers and made the campaign of Tango Squads successful.

Here of Adidas generated an app, specifically targeted to the Tango Squads campaign where users were able to upload their videos at a click of a button and at much more ease. It was overall a much simpler process. This enabled Adidas to engage with the consumers in a sufficient and effective manner. Furthermore, they were able to monitor engagement rates, view-through rates, and how many views are generated in a much more simpler manner, and get the specific results they were looking for.

 

Lessons for Others

Overall, Adidas has made great use to use social media metrics to engage its consumers and learn aspects from the results as to how the company is performing and what changes need to be made in order for the company to success in the digital world while remaining to be competitive.

 

Organization: Adidas
Industry: Sport
Name of Organization Contact: Kasper Rorsted

Authored by: Gurjit Sidhu

If you have concerns as to the accuracy of anything posted on this site, please send your concerns to Peter Carr, Program Director, Social Media for Business Performance.


References

Vizard, S., Hammett, E., Rogers, C., Tesseras, L., Woollen, P., Payne, F., . . . Joy, S. (2018, December 04). How Adidas is evolving dark social to stay ahead of the game. Retrieved December 04, 2018, from https://www.marketingweek.com/2018/12/05/adidas-football-marketing-strategy/?fbclid=IwAR3eT7aYSZzHmVu5e9RZLw3EpDKT5w-BaJiYxw0PMQ_DVrkdD0tLHBmCxL8

Facebook. (2018). Facebook. Retrieved December 5, 2018, from https://www.facebook.com/

Instagram. (2018). Instagram. Retrieved December 5, 2018, from https://www.instagram.com/

Snapchat. (2018). The fastest way to share a moment! Retrieved December 5, 2018, from https://www.snapchat.com/

WhatsApp. (2018). WhatsApp. Retrieved December 5, 2018, from https://www.whatsapp.com/

Adidas. (2018). Adidas Official Website. Retrieved December 5, 2018, from https://www.adidas.ca/en

Adidas Football. (2017, October 16). Don’t Play Games | Episode 1 | Tango Squad F.C. Retrieved December 5, 2018, from https://www.youtube.com/watch?v=AGyVUrYga8Q

NJ Marlins. (2018). Adidas-logo. Retrieved December 5, 2018, from https://njmarlins.com/home/adidas-logo/

 

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