ONLINE/SOCIAL MEDIA PLAN 2012

Reebok Social Media Outline Campaign Layout and Objectives

Target Market Budget Goals

Why Online/Social Media Advertising?

Opportunities Pay-Per-Click Advertising Blog Facebook Twitter Mobile App

NHL Winter Classic

Questions

Campaign Layout and Objectives

Target Market: Men and Women Between the ages of 15 and 30 Active in sports Lead the market in sports merchandise purchases Young enough to set trend and increase popularity Active Online Users

Budget: Unlimited Compete against Nike and Adidas Become Sports Merchandise Power House

Goals: Build Brand Image Increase our reach, popularity, sales Form long lasting consumer relationships

Why Online/Social Media Advertising

•Reach a more specific target market.

•Communicate with customers directly

•Gives Consumers places to go to find and share valuable information

•Analyze and take in feedback and data

•Best way to accomplish all of our goals

SOCIAL MEDIA/ONLINE OPPORTUNITIES

Search Engine: Pay Per Click• Guarantee exact results

• Only pay when a visitor comes to the site

• Don’t have to modify the code of the site

• Target many keywords and people from different geographical regions

• Immediate results and immediate visitors

Reebok Blog• This should be a place where customers, employees, and future targets should be able to learn more about Reebok as a whole, its products, and its sponsored athletes.

• A place for consumers to communicate with each other and people from the company

• We should respond to all questions and concerns. This builds relationships and loyalty.

• Organized by tabs:• Home• Products• Athletes• Questions• Contact

• Internal and External Links• Familiar/Related sites and articles

•Updated regularly (daily)• Written content• Visual media content• Customer polls (interaction)

Social Media: Facebook• Facebook Ads

• Although easy to use and not expensive, not many click throughs

• Facebook Fan Page• Place where interested consumers can

connect with Reebok• Fan page for each individual sport

• Hockey, Football, Soccer, Basketball, etc

• Updated daily• Valuable written content• Sales and Reebok Opportunities• Photos of products and athletes• Video of products and athletes

•Integration• Connect with links to company blog,

Twitter page, company website, etc• Allow viewers to share

information/articles

Social Media: Twitter• Reebok Twitter account

• Connect with fans• Real time posts• Exciting and New

• Update and Post Regularly• Products• Athletes

• Real time pictures, video, updates

• Promotions/ Opportunities• Incentive to connect

• Questions• Feedback• Interaction

Mobile App: Bok It• Interact and influence consumers via mobile phone

• Contain all of the same information as our Facebook pages, but should work like the website StumbleUpon.com.

• Mobile App Categories:• Individual sport• Sponsored athletes• Type of product• Etc.

• To make this app even more appealing to our audience is that occasionally users should stumble upon a coupon, discount, or prize.

• Create incentive to use app• Sense of achievement• Reward

2013 Winter Classic• Pavel Datsyuk of the Detroit Red WIngs and Dion Phaneuf of the Toronto Maple Leafs both will be participating.

• High television ratings and interest

• Using all our online sites and pages, we upload video and pictures of our two sponsored athletes during the weeks leading up to the big game.

• Unique opportunity

•HBO 24/7

Questions? Campaign Layout and Objectives

Target Market Budget Goals

Why Online/Social Media Advertising?

Opportunities Pay-Per-Click Advertising Blog Facebook Twitter Mobile App

NHL Winter Classic