decathlon case study
DESCRIPTION
Decathlon is a global sporting goods chain which is struggling with their social media marketing strategy in China.TRANSCRIPT
Case Study: Strategic Management
SOCIAL MEDIA
Create, Share & Exchange Information.
Internet Based Applications that allow the exchange of UGC.
Mobile and Web based Technologies
SOCIAL MEDIA MARKETING
Utilisation of Social Media to:
Increase Inbound Traffic Build Brand Awareness
Increase Revenue
CHINA’S SOCIAL MEDIA VS. WESTERN COUNTRIES
DECATHLON’S SMM STRATEGY
Unclear & Experimental
BBS sites
Taobao Bangpai
8264.com - Banner Ad Micro Blog
• Sina Weibo
• Engaged with
followers
SUGGESTED SMM STRATEGY
SMM Strategy
Goals
Target Audience
Social Media Choice
Resources
Monitor
Activity Plan
BRAND AWARENESS
Website Brand Awareness
Tabao Bangpai Low number of people joined
www.8264.com Banner Ads
Sina Weibo 1,098 followers (Jan-Mar ‘11)
Renren / Kaixin001 No Brand Awareness
SHORT-TERM SALES
Website Short-Term Sales
Tabao Bangpai Did not increase
www.8264.com Low conversion rate (15%)
Sina Weibo Contests & Promotions
Renren / Kaixin001 No sales generated
PERFORMANCE METRICS
Taobao Bangpai (China’s Amazon) Purchases, average revenue, average profit, average cross
sells/up sells and cost per click.
8264.com (Blog) No. of posts viewed tied to the promotion or a specific period of
time.
Sina Weibo (China’s Twitter) Celebrity endorsements, followers and number of re-tweets for
potential reach.
Renren (China’s Facebook) Number of fans.
Track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth.
LINK TO SALES REVENUE
Brand Health - Social media monitoring
Optimization - Find your target market
Revenue Generation - generate leads and conversions.
Operational Savings - Social media can provide opportunities for hard and soft savings to your business
Customer Experience - research discovered a direct correlation between social media and customer experience that translated into improved brand health, increased revenue and cost saving.
Innovation – Find new ways to engage interact and listen.
Thank You For Listening!Q & A’s