Social Media Audit Puma 1 PDF

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Professor: Sandra Smith Student: Thi Nguyen Le Thu ID: 3833669

Table of Contents I. INTRODUCTION.......................................................................................................1 II. TARGET AUDIENCE...............................................................................................2 III. CUSTOMER JOURNEY MAP................................................................................3 IV. THE 5 W’s...............................................................................................................4 V. USER ENGAGEMENT ANALYSIS OF SOCIAL MEDIA CHANNEL.....................6 VI. Analysis of The App.............................................................................................7 VII. SWOT....................................................................................................................9 VIII. SOCIAL MEDIA POST.......................................................................................10 IX. WIREFRAME........................................................................................................11 X. CONCLUSION.......................................................................................................12 XI. REFERENCE........................................................................................................14

I. INTRODUCTION

Invented for athletics, sneakers eventually have become ubiquitous in almost every context, an integral part of street style and indispensable accessories for most young people. In the global sports shoe industry, there are a large number of keys players in the market such as Nike, Adidas, Rebook, Puma, New Balance and others (Pepper and Smith 2019). Especially, with Puma, women are a priority for PUMA who not only as trendsetters in taking inspiration from athletic wear for everyday style, but also more and more take part in athletic activities globally. Puma is a multinational corporation founded in Germany in 1948 that designs and manufactures athletic and casual footwear, apparel and accessories. To connect with trendsetting young audiences, Puma has developed a unique way of working with Selena Gomez, a famous actress, singer and fashion icon. For the first collaboration in November 2018, the name is “Strong Girl”. The creative direction of “Strong Girl” is inspired by Selena’s personal style and attitude in which the famous singer wants to empowers women to be more confident to stand out from the crowd, and seeing strength as one of the most important qualities (Puma 2018).

The purpose of this research is to investigate, analyze and evaluate the social and digital media campaign of PUMA, collaborated with Selena Gomez, who is one of the most influencers on social media, specifically, was the most followed celebrity woman on Instagram with 146.2 million in 2018 and recently has had almost 172 million Instagram followers in 2020. (Business Insider,2019)

II. TARGET AUDIENCE In the recent years, Puma believes that “The future is female”, has focused on the female target group, as the market segment of female consumers has been growing beyond the average for the sports products. Selena Gomez attracts a mostly young, female audiences

interested in sneakers and high street fashion. Furthermore, Selena Gomez’s primary demographic is within the 18-24 age bracket, which aligns ideally with the brand core market. This persona below depicts a fictional character of a target customer which provides specify certain customer segments by looking at factors such as customer profile background, needs, behaviors, interests and goals. Table 1: Customer persona map Name:

Interests:

Needs:

Julia Smith

- Playing guitar - Doing exercise and gym - Listening to music, watching YouTube vlog

Profession: Student

Behaviors:

- Always need to connect with the internet and social media - Uses public transportation to go to school and work - Update news and trends frequently Goals:

Age: 21 Personal Bio: Born, live, and study in Melbourne. She lives with her parents and study Bachelor of Marketing in University.

- Uses laptop and mobile phone daily for study and social - Often browses social media such as Facebook and Instagram while using transport. - Watch YouTube regularly before going to sleep Values: - Independence - Self-motivation - Personal growth

- Have a full-time job in the financial industry after graduating university - Travel abroad many countries on holiday, especially Southeast Asia

III. CUSTOMER JOURNEY MAP The Puma customer journey map shows the existing customer journey from Selena Gomez’s post, which supports the sneaker brand on a social media platform – Instagram into the Puma website, and how the customer feels on this journey. Table 2: Customer journey map Browsing Instagram Seeing Selena Doing Gomez’s post Thinking

Want to find

Click to Puma Instagram

Puma Instagram

Selena has been an

ambassador for Puma. something new, interesting, relax and This new collection is so fun nice

Click to see

products on

Find more sneaker pictures and mobile application to purchase sneaker.

Let’s see the price of sneakers and save items. View

on website when

ready to purchase. Don’t know whether Puma has mobile

Feeling

Solution

Good to spend time exploring social media, new things, people, videos and pictures Selena Gomez posts

Recommendation many of her photos

Excited for this collection. Love the style and Selena’s look

Make customers

impress with the with Puma sneakers collection, build brand awareness, and customer loyalty

application It is great, Puma put Quite their website link disappointed below the profile, because Puma and also offers to see doesn’t show any products on information Instagram about mobile application - Put information - Put promotion about mobile about clicking to application see products on mobile application

IV. THE 5 W’s The 5 W’s examines how the brand has used social media by using a high-level social media audit, the Queensberry (2015) model. This model is sophisticated looking at numerous elements affecting social media. Applying the “5W’s” Who, What, When, Where and Why as the framework provides insights of consumer thought. Moreover, the model helps

comprehend what competitors are doing with social media strategy and make a comparation with others. Table 3: The 5W’s social media audit (Queensberry 2015) WHO

WHERE WHAT Channel/ Content/ Environment Sentiment

WHEN WHY Date/ Purpose/ Frequency Performance

Facebook

COMPANY -Videos -Photos -Hashtags -Stories Instagram -Videos -Photos -Hashtags -Stories

Instagram

-Comments -Hashtags

COMPETITOR Facebook -Videos -Photos -Hashtags -Stories

1= challenge 2 = opportunity

Sharing photos, videos, stories

One to five posts per month

-Introduce products, events -Drive to website

Sharing photos, videos, stories

One post per day

-Sharing photos, videos, stories -Making comments, questions -Sending text -Sharing

One to five posts per day

-Introduce products -Increase Engagement -Drive to website -Bring customer good experience -Give feedbacks, reviews, checkin store Positive experience but less user privacy

One to ten

-Comments,

••••

photos, videos, stories -Making comments, questions -Sending text -Sharing

posts per day

hashtag Positive experience

-Positive comments -Many interactions

One to three -Introduce

•••

photos, videos, stories

posts per day

-Many reviews and check-in stores

CONSUMER Facebook -Comments -Hashtags -Check-ins -Shares

OPPORTUNIT Y

products, events -Drive to website

••• -Many visits -Likes, shares, check-ins -Less attention than Instagram ••••• -High interaction, customer engagement -Many visits

••• -words of mouth -increase brand awareness

Instagram -Photos -Videos -Stories -Hashtags

-Sharing photos, videos, stories

Three to five -Increase posts per engagement week Likes, shares, views, comments -Drive to website

•••• Positive engagement, comments

Social media metrics help to plan objectives for social media strategies such as increasing awareness, and engagement or enhancing customer service by qualifying SMART, specific, measurable, achievement, relevant, and time bound factors Table 4: Social media metrics (Queensberry 2015) Social media Objective 1 Objective 2 Objective 3 Objective 4 channel Instagram

Increase ten million followers

Facebook Increase number of people liking and following page

Increase reaction Get positive stories, likes, feedbacks and shares, comments comments and hashtags

Attract more followers to visit the website and download the mobile app Increase likes, Get feedbacks Attract more shares, comments and reviews on followers to visit and store check-ins the page website and download the mobile app

V. USER ENGAGEMENT ANALYSIS OF SOCIAL MEDIA CHANNEL The analysis uses primary research in order to provide information about user engagement of Puma on social media channel such as clicks, likes, shares, comments, and brand mentions, and user interaction. Table 5: Instagram statistic (Social Blade 2020) Social Media Avg Likes Per Avg channel Content Comments Per Content Instagram 86,640 358

Engagement Rate each post 0.78%

Followers

Viewers Growth

11.1M

+67,680 average per month

Figure 1: Puma Instagram followers (Trackalytics 2020) The chart depicts the number of Puma followers on Instagram has been increasing dramatically in two years from 6 million in 2018 to over 11 million in 2020 (Tracksalytics,2020). In addition, the customer interaction on Instagram is much higher than on Facebook, which is about 86,640 likes while only about 19,464 average likes monthly on Facebook (Social Blade 2020). The brand has been growing faster than larger competitors Nike and Adidas, supported by savvy social media campaigns and successful partnership with the most influence woman on Instagram Selena Gomez (Business of Fashion, 2019)

VI. Analysis of The App Choosing the right influencer strategically can expose the brand to entirely new demographics and convert followers into purchases, especially when Selena Gomez has been one of the topmost influential women on Instagram and commanding consistently high engagement metrics which helps Puma to get massive attention from a hundred million Instagram followers. The famous singer can increase the customer engagement rate and

attract her fans and followers to click to discover the brand that is linked to her sponsored posts. Although Puma has been tremendously successful in persuading customers to discover their Instagram profile, getting interactions, viewing their products by clicking to the bag icon on Instagram profile screen and continuing to purchase or view more products on website, the brand doesn’t provide information about their mobile app, only put website information below the profile. Moreover, Puma has mobile apps, which are PUMATRAC, a unique sports application for home workout and MYPUMA.biz for shopping Puma’s latest product collections, and creating customer lists of favourite products. However, MYPUMA.biz app is only accessible if customers have an account which is required activation by local Puma sales subsidiary. Despite of the focusing on the website shop, the brand also should develop their mobile app for every customer to access and experience their shop on the mobile app which performs innovation and keep upgrading their technology, instead of only customers having an account to access the mobile app. Besides, Puma should put the mobile app information on their social media profile channels as well for customers to have choices between using the website shop or the mobile app.

Figure 2: Puma’s Instagram profile wireframe (Instagram)

VII. SWOT The SWOT analysis framework demonstrates the strengths, weaknesses, opportunities, and threats involving the business, providing insights of the social media and app landscape of

PUMA Table 6: SWOT analysis STRENGTH

WEAKNESS

- Puma’s millions of followers on Instagram

- On the two most prominent social media

and Facebook are highly engaged and

platforms such as Facebook and Instagram,

often interact with the brand.

Puma has far fewer followers than other

- Puma can understand what users need

competitors, Nike and Adidas

and want by data analysis

- The Puma app, MYPUMA.biz is only accessible

-Collaborate with the topmost

if customer have an account that requires

influence celebrities on social media

activation by a local Puma sales subsidiary

- Serving and advertising wide

- Puma doesn’t put information about the

range of customers

mobile app on social media channel such as

- The broadminded approach in content creation

Facebook and Instagram - Puma are not often active on Facebook, the brand posts only one content for a month. From August 2019 to April 2020, there has been only 4 posts. - Puma doesn’t frequently do promotion to

OPPORTUNITY

attract customers on social media channel THREATS

- Puma has been growing faster, as grove all

- The

many prestigious international partnerships with

competitive. Puma is facing high competition

the most influencers, athletes on social media

from big players such as Nike and Adidas

- Puma can increase their followers on

- New campaigns, technologies, services

social media through partnership with

and ideas from the fashion industry

the most influencers.

- Attitude towards user’s privacy creates a

sports

fashion

industry

is

very

- Offers, promotion, discounts, that can be

negative thought

utilized through social media channels

- Negative followers usually hurl bad comments

- Create a strong loyal community

- Many spam comments for ads from people

- New customer targets or niche markets

who sell products, services online

that are unexploited

VIII. SOCIAL MEDIA POST Selena Gomez has been posting sponsored photos and paid partnership with Puma, and tagging Puma’s Instagram profile and products that will attract her fans and followers to click on a link or the tag to see Puma’s Instagram, products and the website Figure 6: Selena Gomez’s posts (Instagram)

IX. WIREFRAME The wireframe is designed to present how visual Puma application will appear in a mobile screen that helps to understand the idea before the application development occurs. The application is linked from social media profile of Puma Instagram or Selena Gomez’s posts that will persuade customers to open the app and try it to do shopping online easily.

Figure 7: Puma mobile app wireframe

X. CONCLUSION The assignment requires to make an investigation, do analysis and evaluation about the social media of a sneaker brand supported by a virtual influencer endorsement which is especially a practical case, providing students to enhance and develop crucial skills for the future career. The exciting and pleasant things for working on the assignment is to do research about the favorite celebrity Selene Gomez as well as the sneaker brand Puma. In addition, the assignment helps to acknowledge more about the social and digital media

strategy for a brand to do an adverting campaign such as SWOT analysis, design a customer persona and customer journey map, and how a brand approaches to their target customers, and have an idea to create a wireframe for the mobile app. Besides, working on the assignment also has many challenges which are finding information and analyzing about Puma mobile app as it is not popular for customers to use. In addition, investigating on social media audit for doing the 5’ws is also confusing as Puma has two main competitors; Nike and Adidas and these two have different strategies on the social media channels. The assignment definitely should be recommended for other students. Since the social and digital media has been expanding so far for marketing and life as well as become an essential tool and skill for every employee to take advantage of for the future career and their own business.

XI. REFERENCE Business Of Fashion, 2019. Puma Ups Outlook After Boost From Manchester City and Basketball. [Online] Available at: https://www.businessoffashion.com/articles/news-analysis/puma-upsoutlook-after-boost-from-manchester-city-and-basketball [Accessed 2 April 2020]. Gomez, S., 2020. Instagram. [Online] Available at: https://www.instagram.com/selenagomez/?hl=vi [Accessed 5 April 2020].

Pepper, F. & Smith, A., 2019. ABC Radio National. [Online] Available at: https://www.abc.net.au/news/2019-09-08/thomas-turner-historyof-the-sports-shoe/11469858 [Accessed 1 April 2020]. Quesenberry, K., 2015. Harvard Business Review Conducting a Social Media Audit. [Online] Available at: https://hbr.org/2015/11/conducting-a-social-media-audit [Accessed 5 April 2020].

Report, P., 2019. PUMA STRONG SALES AND EBIT GROWTH IN THE FIRST QUARTER. [Online] Available at: https://about.puma.com/en/newsroom/corporatenews/2019/2019-04-26-strong-sales-and-ebit-growth-in-first-quarter [Accessed 1 April 2020]. Socia Bade 2020. [Online] Available at: https://socialblade.com/instagram/user/puma [Accessed 4 April 2020]. Trackalytics 2020. [Online] Available at: https://www.trackalytics.com/instagram/profile/puma/ [Accessed 4 April 2020].

Young, S., 2019. Business Insider. [Online] Available at: https://www.businessinsider.com/ariana-grande-overtakes-selenagomez-as-most-followed-woman-on-instagram-2019-2?r=AU&IR=T [Accessed 3 April 2020]....