Consumer Journey
Transcript: THE CONSUMER JOURNEY FIRMS STRATEGY SOCIAL MEDIA Costanza Cappella, Lise Castagné, Federico Faga, Marianne Joliette, Giulio Natoli, Eric Thomas I LIKE TO RUN BUT I NEED NEW SHOES!! CONTENT MANAGEMENT PAID SEARCH PURCHASE MOMENT --> Focus on identification of bidding strategy 1) Nike --> Bid on keyphrases regarding latest products "at all costs" to achieve #1 ranking + precise matching 2) Asics --> No bidding (not even flagship products...) --> Asics claims to manufacture "Best running shoes" but no bidding 3) New Balance --> Bid for own brand solely ONLINE COMMUNITIES TV Channels for each brand Linked to the Twitter accounts INITIAL CONSIDERATION SET TRIGGER NEW BALANCE ASICS Avoiding expensive advertising campaigns An in-house team that handles the day to day social media management. Early adopter with a brand page on MySpace Social strategy centered on content that’s a mix of humor and educational videos Content management and social media strategy based on“Let’s Make Excellent Happen,” motto, which aims to inspire and motivate athletes to achieve their goals. Accounts for each geographic areas / product Not linked to the Facebook accounts NIKE THANK YOU FOR YOUR ATTENTION!! Best in class in running shoes Excellent growth opportunities in the UK Develop a new store concept Focus on retail and customer experience offline Philosophy to get consumers to choose the channel that’s right for them. Not enough digital support to the offline Digital strategy based on creating contest/event and advertise running shoes. Costanza Cappella Lise Castagné Federico Faga Marianne Joliette Giulio Natoli Maximilan Eric Thomas Comparative Audit --> For each company 1) Content analysis (Keyphrases, Index inclusion...) 2) Structure analysis (Site architecture, external/internal links) + Identification of keyphrase strategy 3) SEO Authority --> Results E-commerce SEO It’s total marketing budget hit a record $2.4billion It spent nearly $800 million on ‘nontraditional’ advertising Spend on TV and print is down by 40%. It’s moving on to a world in which its consumers want to be told less and just do more. Digital ecosystem of consumers and athletes (6 million connected consumers) Focus on using the innovative technology rather than superstar athletes Nike Digital Sport is a new division the company launched in 2010 Different types of posts to create traffic: photos, open questions, videos Not well-managed by the three brands: no answers from the companies
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