Benchmark Assignment- Social Media Strategy Analysis
Select a product, line of products, or brand from a company of your choice and research the company's social media marketing strategies. Carefully examine the social media presence for the product. In a analysis (750-1000 words),, identify how the company utilizes social media to promote the product. Address the following in your analysis:
1. What is the customer segment for this particular product, line of products, or brand?
2. Which social media outlets does the company use to reach the customer segment? Discuss elements of their campaign.
3.Examine the customer segment's response to the company's social media marketing (e.g., through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company's social media marketing strategies?
4. Compare the company's social media strategies to one of it's competitors. What does the company do well to distinguish itself and product (s)/ brand.
5. Finally, recommend two specific strategies for how the company could more effectively utilize social media to better target its customer segment and increase its competitive advantage in the market.
Benchmark Assignment- Social Media Strategy Analysis
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1 What is the customer segment for this particular product, line of products, or brand?
Nike manufactures, designs, markets, and distributes sports footwear, apparel, accessories, and equipment. The footwear, apparel, accessories are for men, women, and children, and there are other devices for sports and fitness. Nike emphasizes innovation and exceeding the customer’s needs, with the sports market being the major business segment, but fashion is also a growing business segment (Bose, 2018). Nike Air Zoom Alphafly NEXT% is one of the racing shoes that have received media attention as one of the shoes worn by long-distance runners who have achieved remarkable results.
2. Which social media outlets does the company use to reach the customer segment? Discuss elements of their campaign.
While Nike has used influencer marketing and targeted a wide range of the target market people such as yoga, runners, and fashion lovers, the Nike Air Zoom Alphafly NEXT% are running shoes. Nike mainly uses Facebook and Instagram to market to customers and Twitter to engage with them. There are separate Facebook pages for different product categories. On Instagram, there is a high engagement rate, which is the relationship between their number of followers and their interactions due to the content and influencers' strategy. The company also launches marketing campaigns across different social media channels where both influencers and the public are involved. Eliud Kipchoge, one of the most accomplished marathoners, was the first to wear the Air Zoom Alphafly Next%. Nike has continued to create abuzz about the company’s innovativeness in creating the shoe (Lewittes, 2020). Nike is focused on engaging with the target market across the different social media platforms. The company created a YouTube portal created to create exclusive content for the online audience, with longer formats and storytelling trends.3.Examine the customer segment's response to the company's social media marketing (e.g., through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company's social media marketing strategies?
There has been high customer engagement and interest in innovation to improve running shoes associated with improved efficiency. User-generated content, reviews, and growing interest to incorporate the latest technologies into different other brands show the marketing campaign is effective. User-generated content creates excitement about the brand and there is greater awareness about products such as the Nike Air Zoom Alphafly NEXT% . Nike has focused on using innovative use of ecological materials and technologies in the company’s products. To Nike, everyone can overcome their own limits as there is a focus on quality content, there is a more positive response when compared to the competitors. There are user content generation and the use of digital influenc...