The road to social success: Analytics & Adidas

(Image Courtesy of Adidas)

Hey guys, it’s another week so it’s time for another post 🙂

This week I want to explore analytics and monitoring of social media sites. This time I am going to investigate Adidas and their participation and effectiveness within the social community. My first stop was to Google, where I searched for “free social media monitoring tools” and eventually stumbled across a couple of search engines including, sharedcount, social-searcher, icerocket, backtweets, and topsy.

Now what exactly do these these tools and analytics actually tell us?

Not only do these sites tell us the number of likes, tweets, latest comments, but they also contain valuable information such as communal sentiment. For brands such as Adidas, this becomes important as it is in their interest to keep their fellowship persistent and that consumers are happy with their brand and the products they release.

Through monitoring Adidas, monitoring tools such as Topsy, have carefully broken down their social activity. The images below highlight the number of tweets (on average 28K tweets a day or 1.1K tweets/hr), as well as the popular tweets that have an Adidas influence/promotion.

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(Image Courtesy of Topsy)

Similarly on sharedcount, this monitoring tool breaks down URLs such as their Facebook page (which interestingly enough tells us that there are 14,809,526 likes and 111,148 people talking about this) and allows companies like Adidas to know how many shares, likes and tweet’s people prescribe publically.

But at the end of the day isn’t this just tweets and likes though? What does this actually mean to Adidas? Can they actually just base their social performance centered upon the number of tweets/likes they have?

Luckily, with upgraded monitoring tools (Topsy was kind enough to offer me a trial version) we can also view user sentiment, i.e. breaking up the positive and negative tweets (see below image). In addition to this we are able to view graphical areas of where these tweets are coming from. From this, Adidas can retrieve information on areas where they may want to increase their reach or areas in which they feel they need to develop and allow for better marketing power.

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The geographical activity breaks down the information down to the number of tweets and location where they were posted.

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Sentiment is also calculated and these tools are able to filter through the positive and negative comments regarding Adidas.

(Images Courtesy of Topsy)

Some applications such as social-searcher can break down posts into more granular information, below is an example of their analytics showing the percentage of links, photos, video’s and statuses as well as link domains relating to Adidas. Knowing where people are posting information regarding Adidas becomes important in brand development and advertising. Furthermore, Adidas can potentially capitalise in these areas and have more viral marketing in these popular websites.

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(Image Courtesy of Social-Searcher)

With so many kinds of marketing tools on the market, it is increasingly clear how much potential social media can play when attracting a customer base. With social media being the public’s voice it is in these companies best interests to be utilising these social technologies to their advantage by not only prescribing posts but also to monitor and manage their social sites from an analytical point of view. This information is valuable to any organisation as it allows them to have direct real time feedback and therefore allowing them to continuously improve.

If you enjoyed this post please feel free to drop a comment below or you can also add me on Facebook 🙂

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16 thoughts on “The road to social success: Analytics & Adidas

  1. Sarun Y. says:

    Hi Wong,
    After reading through your post, I found that you mentioned on some features of the social monitoring tools that you experienced, especially the filter ‘positive’ and ‘negative’ comments. It reminds me of the accuracy and reliability issues that might possibly be occurred by using the tools themselves. I think that those types of filters really required solid communities/networks as another main monitoring channel for the organisation. This is where members can help their organisations reporting negative comments (e.g. customers’ complaints). From this, the issues can be fixed ahead before letting them turn out to damage the organisational reputations.

    Nice informative monitoring post, Wong 🙂

    • xavier1610 says:

      Hey Sarum, good point but I believe that whilst it is a rough guideline for companies I see the process of reviewing how popular a post may be based on “negative” and “positive” responses is still a good benchmark for companies to be conscious of their product offerings. Obviously if a certain post is gaining lots of negativity it should be raised and more work can be done to analyse and determine the exact reasons for the negativity. Therefore as a means of monitoring, these online tools can be rather useful rather than a tool for exact reporting purposes

      Xavier

  2. alaabogari86 says:

    As always a very good post. It is very interesting to see how important is monitoring sovail media use. Sometimes companies think that is just enough to have social media presence without monitoring (what, for me, is the most important part during the process). You could have an account in every social media network but it does it mean you will measure your customers and understand their trends,

    Thanks Xavier.

  3. adenjones says:

    Nice cross section illustrating the strengths and weaknesses of various social media statistical analysis tools. Was any one of them your favourite?

    • xavier1610 says:

      Hi Aden, I would have to say Topsy is my favorite, its statical data is important when companies are trying to better understand their customers, after all you cant base social success just on the number of likes on a page without actually understanding what the customer really thinks or feels 🙂

  4. Great stuff! Topsy looks like a brilliant tool for seeing where your key markets are for social media, I can see so many applications. They could find out what the habits of people within these places are, the social media tools they use the most of, and then develop action plans to increase their userbase within these areas.

    By using these tools, what recommendations would you give to Adidas?

    • xavier1610 says:

      Hey Sam, based on this, it seems that they need to put more focus on finding out what the customers are really saying since the sentiment level seems to only be 65/100. Whilst they are a reputable and successful brand, perhaps they can do more investigation as to what people are posting about them so they can further develop and improve their product offerings 🙂

  5. Hi Xavier,

    As usual great post buddy!
    I find Topsy to be an excellent social media monitoring tool from what you’ve shown. This tool would be extremely useful for any organisations looking at a multinational basis. Not only allowing for these organisations to better target their audience but also develop a more tailored social experience. I see you’ve focused on Adidas Facebook and twitter front however do you know if they use any other social networks and how successful they may be?

    Looking forward to the next post!
    Dillen

    • xavier1610 says:

      Thanks Dillen, I primarily focused on Twitter and FB due to them having the highest amount of comments. It would however be interesting to see how their YouTube channels etc compare with other competitors.

  6. brantsmith89 says:

    I really liked this post. I thought it was a very insightful look into analytics and interpretations you can make from them. I used Topsy as well and found that it was quite a good analytical tool. The graphical representation of tweets per day is helpful to notice any spikes in discussion to find out what’s popular and what’s being talked about. Also with the sentiment scores, you can see which ones are viewed as negative and directly respond to them and/or adjust the business processes/image to adjust for things that are frequent.

    Upgrading Topsy to see geographic information works really well for companies like Adidas since it distributes globally. Do you think upgrading would be worth it for most companies?

    • xavier1610 says:

      Hey brant, thanks for your comment, I definately see advantages in upgrading so that companies can see these extra stats. Especially as you mentioned that international, global based comanies can see value through geographical stats regarding their customer reach.

  7. chrisace92 says:

    Hi Xavier,
    Very in-depth and informative post!
    It’s certainly nice to see some different social media tools in action.
    Social-searcher looks like quite an effective and alternative tool to gather demographic information alongside the various standard social network post counts. Does it offer any further features than what you’ve displayed in your post? Could be worth taking a look at.

  8. Hi Xavier,

    I’ve used SocialBaker’s Analytics tool for my blog post. This tool is very similar to Topsy and Social-Searcher.

    What I have noticed about these tools is that they don’t actually provide us with information which is not already freely available. For example, it is completely free to know the amount of Facebook Likes and Twitter Followers any organisation has. Likewise, Google freely supplies statistics on Linked Domains and Posts Types. I suspect these social media monitoring tools simply use freely available API’s such as Facebook’s Open Graph API and Twitter’s REST API to retrieve such data.

    However, these tools excel and become incredibly useful when displaying such data in nicely formatted tables, charts and graphs. The main benefit we get from these tools is that they help us to comprehend and interpret this freely available data.

    I hope as competition increases in the social media monitoring tools market, prices for these tools will decrease. Currently, a $400 a month subscription for SocialBarker’s Analytics tool seems very expensive for small organisations to afford.

    Thanks! Check out my blog http://felipeinb346.wordpress.com/
    Felipe

    • xavier1610 says:

      Great points Felipe, small start ups can definitely benefit from these tools, and it is a real shame that they have to pay a small fortune to utilise them. At least there are some tools online that are made free 🙂

  9. roycekuma says:

    Outstanding work. Adidas should offer you a job. After reading this, I am eager to try Topsy myself. You’ve produced an in-depth observation by simply using a trial version.Guess this answers my question about the performance of paid social monitoring tools. Well done Xavier 🙂

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