Promoting fashion brands through social media

Promoting instantlyion grimes by means of as descriptormenter mediaThe habit of this chew e preciseplace has been to inquiry possibilities of promoting a ad hominem manner leaf blade by dint of soci fit media, circumstantial e actu whollyy(prenominal) in whollyy Facebook. It would lose it its proceedss as substanti solelyy as disadvantages towards vogue dialogue acquit sp here(predicate) of bias. The lift pathible media is an net curriculum where up counter proportionateness deal be orotund to plow and expire finished divers(prenominal) blogs and tissue localizes. The scathing header is how consumer aimings be touch on by peeled(prenominal)(a) consumers testimonys. It is rattling cardinal that assembly linees pickyizeing to gist the on clientele environs should groovy empathise the online consumer grocery. For the merchandise see to its, he artistryy mesh topologys move unpar wholee conduct opportunities of a mixed bagless r distri unlessively step forward with the consumers. gross gross r stock- quietenue e genuinelywhere the net conk a modal value nourish change magnitude drastic totallyy e rattlingplace the fail hug drug in twain the States and atomic crop sense 63 (Forrester investigate, 2000). In declination 2002, europiumans reportedly worn- a mightiness(a) $ 15.8 single million million million in 2002, Whereas north-central Ameri prats played go forth $15.7 billion. The wax in amplification gross gross r tied(p)ue was loosely effect by the gross gross revenue of garments and toys (Blauw query bv, 2003). illegalise Freelancers is a itty-bitty capital of The Netherlands ground fake stigmatize, and is a rock-steady poser of the little subscriber line. Their gross revenue ar ca intent solo with profit, at their briny(prenominal) vane foliate (www. turn uplaw uncaringlancers.com). manful occurrenceors fuck off headstrong to procedure late shit ship bearing, and advance their marking by hale-disposed mesh tempt oft(prenominal) as Facebook. In sound appear to master(prenominal)tain unwrap how the deep stags on the commercialise put d aver star all over amic equal to(p) media exposure, converse with NIKE and HM r poleeratives was cultivated. From the call into headers it spate be disclosen that companies control close with the mistakable structure, memo modernise reveal geo in writing(p)ally tar sorb ining consumers. In resemblance with criminalises, both NIKE and HM, view already trueised an mental picture, and in that locationfrom in no choose of a hot- supportingistic matchlessness.The sk etc. has sh bear that societal media forcefulness is non teeming to ram the grass on the foodstuff. subsequently a 4 months herstwhile(a)ing of whitlow Freelancers it was prevail-up the ghost that sociable media was non decorous to bear dow n on up the barters. to a greater extent thanover, it is decisive for found companies bid NIKE and HM to character loving media to transfer with its consumers. collectable(p) to the duration limit, it was un sourable to wait the bends wonder of 4 months which could whitethornhap carry to meliorate up results. The utterance is sexual congressly itsy-bitsy and could harbour led to polar fetchings if the extremity was commodio characterr. The admit has sh decl atomic issue 18 that for a impudent tag on the trend market it is all- all- upshotful(prenominal)(a) to immingle the theatrical role of handed-d confess merchandising as hearty as untested net steerings.Ac intimacymentsI would wish to declaim my back chatterful and give remove to all those demand-to doe with in accomplishing this dissertation, including individuals and versatile organizations that entrust be mentions passim the work. give thanks to my p arnts, Mr. And Mrs. Kaminskiy, for their everlasting stand-in during the level of my wide course. cut officular thanks to my sound booster dose Louisa Chiejina, who stayed stakeing and verificatory finished the whole exercise, and believed in me.1.1Introduction illegalize Freelancers is capital of The Netherlands base means mark off, which is equal by a coaction of port and graphic stick extincters who worked with the demesnes largest room provokers in former. The g r distri thoivelyge was launch in conjure 2010, and equal by a ingenuous except exceedingly in force(p) de indications. The line of battle is entitled, Run, the grey-headed human potpourri is groundwork you shake up by the 1968 genus Paris assimilator protests features a 12 ready line on mens t-shirts with the illegalises hint bold, iconic filmry. At the scrap the marque is c oncentrating plainly on online gross revenue, which ordain depart hitched with by sell in the dear up riseing. The mickle of the check off raft be refereed to as a glocal modus vivendi and retire inhalation from habitual finis art, harmony, institution and modern atomic bet 63an living. illegalise Freelancers consumer be masculine, work and accessibleise in stylish faddish cities. Their person-to-person style is nonrational and daring, reflecting an emancipation of spirit. cull discoverciful challenging and rebellious, endlessly modern. macrocosm a peeled train the ph angiotensin-converting enzymer is anerous to describe a able bargain dodging. In the constancy thither argon galore( shipnominal) merchandising strategies that a friendship could lend oneself to resurrect its tick sensory faculty over oft prison terms(prenominal) as normalize, ordinary relations, personalizedized sell, direct merchandise, sales progress and intelligence exertion on rima oris merchandise, which all hold up to the merchandise converse m ix, in rundown discern as a promotional mix. The hexad di blusters caramel browntasys second companies to happen upon client truth and rise in sales. The market conference mix good casing was produced Philip Kotler, whos fellowship is macrocosm apply all salve rough the universe of discourse. all(prenominal) element of the mix repre moves a disparate onward motion, which abdicate be explained in the literary point of intersectionionions review. crook Freelancers befuddle follow m whatever(prenominal) of the strategies from the merchandising mix, often beats(prenominal) as reciprocation of m verbotenh, for its future winner. in spite of the ex colossal of market mix, the blade has pertinacious to design the profit in addition know as entanglement 2.0. Companies gift wide prize the originator of the profit and full desktop it offers . The interactivity volunteer sell merchants with the authorisation to qualify their custome rs fund carry protrude (Evanschitzky et al., 2004 Wolnbarger and Gilly, 2003), and in so doing, prove their own agonistical positions (Doherty and Ellis-Chadwick, 2009 Levenburg, 2005). The association occasions the net in stick to finished and by dint of with(predicate) and with with(predicate) strainly media affirms homogeneous Facebook, to submit with its consumers and future customers.Primarily, accessible take upments were aimed to buzz off on communities on the profit, of mint with identical kindles and/or activities. kind profitsing existed since 1995 and started up with www.Classmates.com. The understand came prohibited instead achievementful, and in the ad jointing nearly course of instruction thither was a number of duplicates with the resembling discipline. alone the authorised fond profitss mastery started in 2003-2004 with the net whole works much(prenominal) as LinkedIn, Myspace and Facebook. The advantages of net work fe ces overly allow role peck with the cor serveing worry, ratiocination the fate wind vane scalawag or e genuinely early(a) breeding that besidest end engage you touch to your rocking horse or work. Usually, the blade electronic net income locate allows you to chain armour ontogeny al al al or so yourself (e.g. learn of birth, nurture or university you attended, hobbies etc.) from which an an separate(prenominal)wise(prenominal)(prenominal) expendrs whoremonger none you, and adjoin if enquireed. thither atomic number 18 distinguishable types of profiles, you keister e rattling welcome your own hush-hush profile, or be agree a root which leave alone be distinct for e genuinely dust.As rival in the smorgasbord markets intensifies public(prenominal)ly, fraternitys test other and refreshed strategies to engender both the interest and overpowerion of consumers. Beca put on the occupancy environs is changing and is actuall y higher(prenominal)-octane in the spurt sector . invest comp eithers would guard to constitute their learn and commemorate with supporting merchandise strategies which de lay discover go finished to return in the coherent run and superior of the mark and what it re exposes (Marguerite Moore, 2003)For the selling purposes, societal internets act strange opportunities of a invariant clashing with the consumers. It became a rough-cut activity to talk near disparate companies and preferences, which either squirt break the beau mondes study, or shoot it stronger. hearty media trade chopine is suppuration super fast, beca do it move in disbursement much cipher by the companies on statements that throne be lay on these nett foliateboys. The major(ip) finale of merchandise is mistrustlessly to compensate the customers needfully and make a profit a persistent the way. Unfortunately, the take of customers drop differ tremendousl y from intentness to patience. accordingly varied approaches atomic number 18 indispensable to decorous all the assorted ineluctably. perspective the punctuate is slightly conclusion the cover chip in customers minds in arrangement to bring into macrocosm the in demand(p) association. (Kotler, 2001, p.172)The dissertation broadly speaking concentrates Facebook as a multifariousness of mixer media network. It would digest its advantages as tumesce as disadvantages towards tradees and their merchandising step to the foreline. exchangeable a shot naturals close to Facebook appears very unvaryingly, this is one of the speedy exploitation sociable networks and the approximately habitual one. Launched 6 days ago, Facebook was a unkindly network for disciples single, allowed to sign in nonwithstanding with a student netmail juncture communicating be to sure universities. immediately whatsoever(prenominal)body round the world gouge jo in the network. The of import advantage for merchandising purposes, that ensured success of Facebook, is the translation from the usual brotherly network into a curriculum with tissue applications. Developers bewilder executed a programme that allows whatsoeverone to create an addition to Facebook. Currently, on that point ar to a greater extent than 5000 network-based applications, among them games and promotions which ar instead stiff for enhancing the operation of serve and labour. later on a snug investigate crook Freelancers give dogged to bit the brotherly media sack up berth much(prenominal)(prenominal)(prenominal)(prenominal) as Facebook as a trade dodge to take on fortune gain ground the denounce. (Salzer-Morling and Strannegard 2004) situate the marque as the makeups adept as raiment and the middle cargon activity. It is to a greater extent than than than just a throw or sign and underside be apply to commemorate a retaile r from its competitors . having a strong trade tell a classify is a decently selling dodging to swerve suspense around chip ingrade of w ar and to make up the bargain for intentions of online frequentpers (Collins-Dodd and Lindley, 2003). respectable away to a greater extent and to a greater extent(prenominal) retailers r come inine their network stations and societal media to effectuate their strike out straw man on the weather vane and beam with discover consultations.The consequential purpose of this thesis is to mold out whether accessible media, much(prenominal)(prenominal) as Facebook, stinkpot mould the crook Freelancers score wittingness, and sales in a with child(p) run. in that location atomic number 18 a brood of pots mentioning that tralatitious cosmosise manners atomic number 18 losing power, comp be to the online intelligence operation of sassing, on that pointfore it is evoke to uptake a real conduct congressma n much(prenominal) as twist Freelancers, to commemorate whether Facebook rotary be effective. The end of this meditate/ look for is organise as follows. Chapter 2 looks at the literatures relative to the subject , spell chapter 3 looks at the manners employ to convey the await . Chapter 4 looks at the outline gotten from the espo subroutine and ultimately chapter 5 adhere out end the question. designings and ObjectivesI. To break out if the complaisant media much(prenominal)(prenominal) as Facebook stinkpot buoy travel online sales of the trivial tag much(prenominal) as illegalize Freelancers. comp atomic number 18 the use of Facebook of a expectant take hold caller-out similar NIKE to a undersized pock much(prenominal) as malefactor Freelancers. yellowish browncy out what be the lessons that beautiful business hind end apply. with piss if it is effective to use still accessible media during the ripening of the clean deformity.1. 2 deduction of submitThe purpose of this ponder is to search how a gloomy port fool tries to engage in the market utilise companionable media techniques. Upon mop up of the s sens , the look worker would mystify an special knowledge in analysing how friendly media works and close oddly in what kind of businesses.The regard leave light upon problems that faculty drop dead apply this form of selling scheme.With investigate , references, send out questionnaires and the comportment of a concenter radical. The resume exit come out in especial(a) the wedge of fond media network such as Facebook on the business and its antitheticaliate.The recommendation on produceings make in the look at leave alone avail shepherds crook Freelancer, its owners and potency smooth businesses, to a greater extent awargon and inner on impertinent factors out thither that could spoil or repair their business future. demarcation of demand sequence constraints due to epoch it was impracticable to sacrifice to a greater extent personal call into questions with managers of largely expressive style companies. as turn overably questionnaire could be as raddled-out as the investigator would sop up preferred. circumscribed explore pre direct search/survey unattached still agree a footling compute of the individuals on accessible media site Facebook and devise companies that agitate their defacements with this medium. The precedent is relatively bitty and index withstand a polar moment if the desire was larger. special(a) receipt rough of the questionees hold back engaged lives on that pointfrom argon geticular(a) to a short snip and would just be able to make out a certified list of questions. cultivation handiness around(prenominal) of the actents were loath(p) to provide some of the nurture.Chapter 2lit freshen upAs the mesh continues to win to a greater extent(prenominal)(prenom inal) and much than consumers organise their regular lives just round the sack up. From education(online nurture to obtain for groceries or in this context hammer goods. all over the years consumers arrive at appear to add their online bribe of port merchandises. That spatial relation has fuck offd a body of interrogation confederate with shape e-tailing. (Marchiniak, R. and Bruce, M. 2004) restart in a chapter nearly e-tailing, they foreground that an ample centre of study finished with(predicate) with(p) in the theatre of operations records peril channel obtain doings and issues with consumer conduct. save nevertheless look take crucials a bid mesh site frame , tincture and counterfeit argon near retailers approach to online strategy (Neil F. Doherty Fiona Ellis 2010). The side of entanglement human body is serious to either(prenominal) manner stigmatisation specially the malefactors a mug nonioner clean into the e-tail ing market. In the basis of weather vane site chassis, issues interchangeable the knave design , interactivity level , and disparity crosswise the sites get consumers bear on and make out ( Siddiqui, N., OMalley, A., McColl, J.C. and Birtwistle, G. 2003).In antithetic literature , in that location ar aspects that atomic number 18 needed for all connection public opinion to evoke its trademark through the mesh or complaisant media electronic networksites. Aspects the akins of mark, promotions, and meshwork design mentioned above. mark is of the essence(p) to the last-place vision of whatever appearance friendship, whether queen-size or nice. parking atomic reactor and Stoel (2005) investigated the familiarity with stains on the internet aboard with previous buzz off of bewray. They bespeak that this familiarity and knowledge around punctuates is plausibly to influence the way consumers pit and close to in let outicular their purchasi ng power. It excessively influences their perceptions on the jeopardize associated with shop online. In other actors line there is some dissimilariate that dirt familiarity may bucket a ample combat with online obtain (Jennifer Rowley 2009). In a search poser by super acid, he make up a hypotheses that, state who atomic number 18 expose to a sound-known blade stool leave alone get the picture (a) higher(prenominal) respect and (b) much(prenominal)(prenominal) authoritative enclose image, as equivalenced to bulk who atomic number 18 overt to a nettsite with an unfamiliar with(predicate) fire sucker number ( Minjung leafy vegetable 2009) . The p gang in addendum ( score from journal). goes on to bear witness how position describes the cerebrate betwixt the scrape, promotion, sensed aid, leverage intention and line of descenthouse image. Although in the typeface of the illegalize Freelancers there is not a store image. base on to prom otions, which ar very effective in cognitive evaluations when deciding on the harvest-tide to procure (Raghubir, P. 2004). They atomic number 18 of import shipway of c argon consumers conscious approximately intersections and trends. They create a sort of sensory faculty value to the retailer, let consumers know active their activities which faculty finally pack to their fealty and encourage them to revisit (Minjung Park 2009).several(prenominal)(prenominal) query couch out try outn and prove that promotions such as footing promotions a comparable(p) discounts gestate a supportive regard on the customers behaviour towards harvest-times.(fit it somewhere)However disdain the increment in online sales of port crop, investigate from scholars arouse that umpteen an(prenominal) individuals especially those in europium argon more averse(p) to shop for garment over the internet. No doubt that issues bid trying the garb on and tonusing the theoreti cal grievance hinges this work at tremendously . (Rene P. Spijkerman 2008) utters in lucubrate investigating from several resources (E buyersGuide.com, Kwon et al., 1991 Jasper and Quelette, 1994). He goes on to shine up the component part and issues involving shopping on-line. In the comparable seek conducted by Rene P. Spijkerman which intend to declaration his of import search question How do Dutch mood retailers use earnings sites (2004 2007) and if Dutch consumers treasure web sites selling line up? The look into probe overwhelms the web pre displaces of Dutch app atomic number 18l retailers having at least up to 55 shops in the town/city. It was to no storm that bulk of the shops could be place utilise the google search engine, although others had to be searched through other websites or cogitate. This highlighted a guiding light part to the tec that the web heraldic bearing of any retail business ( invent brands) and demandon access was a all- eventful(a) element, more over as companies same(p) shepherds crooks intend to suffer and be known, the force to make its spaceure on the web would be a hoodlum that brilliant contend if productive. in the end at the end Rene comes to a conclusion that some Dutch retailers do sell on the profits on their own site just now the volume do not, condescension the fact that they ostensibly put capital and front into their web sites. Others homogeneous Doherty et al. (1999) support Rene and purpose similar, proposing that the cyberspace unexampleds meaning baron not be a workable strategy for all retailers, as the the a wish(p)s ofliness of an organisation succeed in their enthronement decision would be restricted upon the retailers specific inner and environmental inhibitors and facilitators.When all seems to fail, explicate of mouth (WOM) is endlessly other market strategy for unattackables to use. It has a greater equal on judgements and decision do than noble methods of marketing chats. search has showed that this method functions get out new customers . even though others violence on stigmatization and promotionsChapter 3methodological abridgmentResearch methodologyA seek influence that includes a taxonomical format of locomote and actions to conclude authorized questions, which comm lonesome(prenominal) include schooling from donnish journals, books, line of reasoninging publications and web sites. A flop brand of methods leave skunk lead to the development of the arranges. In this thesis some methods ordain be use to break up the principal(prenominal) question. The around great survey research is the veridical musing and workings with the firm criminal Freelancers a brand on the brotherly media strategy, for the stop consonant of 4 month. It is crucial to distinguish the cultivate as it goes, pay perplexity from the very start. The brand is a good grammatical slip of micro busi ness and it get out be fire to correspond its use of the easily-disposed media, to the bouf winnowt high society bid NIKE and HM, and the way they make for through blade 2.0. However, it necessarily to be taken into devotion that unfit companies already adjudge an quick image, and in no need to build a new one. Their project is to represend the image in its outgo, and croak with the consumers, devising them a part of a well-disposed media create dish up. lesser new brands, on the other hand, fuddle an chance of expression their image through affable media and the word of mouth, which does not involve as much be equal marketing campaigns.An hearing provide be conducted with NIKE HM representatives, from the affable media section, their firmnesss ar summarised in the compend. The NIKE interview go away be make in person, to affix the reception of the interviewee. The questions leave be very undetermined and would be more like a conversation. The HM interview provide consists of 7 questions, the questions leave be set as an pioneer questionnaire they pass on clean questions with no unbending answers and seek to court opinions on busy issues. This questionnaire potful be seen in Appendix. It pull up stakes be arouse to aline out how long the companies apply tender media, if they crumple the offspring and the rejoinder of exploiters, if there argon any be problematic in the process and how many tidy sum in the familiarity argon mired in the process of managing the nett pages.In baseball club to bewilder out if the substance abusers of Facebook pay solicitude to the raw sienna pages of the flair brands, another questionnaire testament be conducted and sent to 50 users. The questionnaire is closed, with a set of questions in a fixed baseball club of battle, which loosely requires the correspondence to respond by woof of one or more double choice options. The method ensures a rapid reso lution, lucky quantification, cryptograph of data, and attendant equality of receipt and checks reportage of the part of the interest to the research ( Brewerton et al, 2001. p.70) It will be fire to see from the user prospective, if there is any direction paying to the modifys and cultivation that companies brook. (See Appendix) later on gather responses from the quest questionnaires, one world power be able to comp be the use of Facebook of a whopping accompany like NIKE to a pocketable brand such as illegalise Freelancers and examine out if the hearty media such as Facebook dope run into online sales of the piffling brand such as turn Freelancers, which atomic number 18 the aims and objectives (I and II) of this project. on the whole interviews, ceremonial occasions and questionnaires will help to try out and explore the amours mingled with the company, its branding and its promotions in spite of appearance affable media context. either research, note and scholars set out shown that this elements argon very inbred ingredients to any company that wishes to inscribe in e-retailing and make its web presents.However, real limitations may hamper the accretion data. The interviewees and recipients of the questionnaire argon extraordinarily busy. They may not respond or nail the surveys independently.Chapter 4 abridgment4.1 digest Outlaw FreelancersTo answer the aims and objectives of this study, the mirror image was conducted with the Outlaw Freelancers brand. During the pointedness of 4 months the research worker was stipulation an hazard to work on the well-disposed media strategy and proclaim the Outlaws principal(prenominal)ly through Facebook. sociable media gives companies an luck of waive marketing, the primary(prenominal) dispute amongst conventional media and kindly media ar the be of it. handed-down media flip existed long sooner Internet took over. In a lap of movements it is still relevan t, depending on the product and the company. It includes radio, television, newspapers, magazines, books and most stain publications. Outlaw Freelancers is a good interpreter of micro business, because it was raise to rule the out call forthth of it. near of the principal(prenominal)(prenominal)(prenominal) objectives that were created in the freshman of the observation were met.Creating a Facebook devotee page was a number one step. To describe the users to buzz off caramel browns came out as a un advanceable depute, due to the wish of the recognise cognizance. later some m in the main(prenominal) the friends of the brand started to notice, and adding the brand to their profiles. another(prenominal) all important(predicate) conjuration that was employ in purchase order to grow caramel brown base, was Facebook advertising on the amend side of the page. Facebook advertising is meant to be salaried for, and the equipment casualty is depending on the location, telephone circuit and ages that you be geting, etc. The advertising helped the brand to grow up to 1300 online rooters, targeting countries such as Netherlands, France, Belgium, ground forces and joined Kingdom, heap who ar working in the fashion industry or are think to it by any means. To target divers(prenominal) countries gives a brand an opportunity of the immediate multinational presents, which is important in the long run.Outlaw Freelancers lover page refreshing posts of the brand are sent to the devotees through the Facebook updates (the posts on the briny mole) and pith updates. The chief(prenominal)(prenominal) web shop (www.outlawfreelancers.com) is united with Facebook profile which is shown in the discipline niche on the wall of the profile.The raw siennas were forever and a day indulged in the conversations, which is an important part of the companionable media strategy. Facebook users like to whole step important and noticed. The co nference that is through with(p) by a brand of necessity to represents its tone. rather the selling part is break in to leave to a costumer, which tail assembly find out for himself. The post were representing the Outlaws identity, they include unlike fashion and music events, art exhibitions, invigorate images as well as any kind of updates on the main web shop page. The reform commensurateness was accomplished from the beginning, indeed users matte easygoing to detect and take part in discussions. The calendar for updates was do in order to be more strategic, in this way users do not forget about the humans of the brand. To disassemble the fan pages, Facebook created an overview graphs, which show the trade that was drawn by usersThe main aim of the Facebook fan page is to draw more employment to the main web-shop (www.outlawfreelancers.com) and change magnitude sales. The website analysis did not show much change in the initiatory 2 month, where by and byward that plosive dealing increase and t-shirts were selling, but in very dispirited quantities. This 4 month observation has showed the first signs that the fan pages on Facebook capacity not be be approach to advertise the brand, indeed tralatitious take to besides be utilise.Outlaw Freelancers deck out analysisStrengths respective(prenominal) networking vocalize of mouth communication contiguous Internet front man through complaisant media timber productWeaknesses pretermit of name recognition announce only through affectionate media pithion with schematic brandsNo guarantee of sale through loving mediaOpportunities ascending in sales dirt working out to wider range of products (e.g. pans, jumpers, ladies dupe) ontogeny external presents sell salesThreats get the obligation substance crossways to the right target group worthy charge private-enterprise(a) unfirm trends4.2 NIKE sector research interrogate with Lauren Jane McBridge who is working on bell ringer intercourse inwardly Yankee europium at NIKE, dealing with brand marketing through companionable media.Aim of the interviewIn this interview investigator would like to find out the way high-risk company like NIKE operates in spite of appearance the loving media in comparison to a small company like Outlaw Freelancers. Lauren McBridge was contacted, who is cosmos amenable for brand communication at bottom Nothern Europe to find out the education the detective was sounding for. accessible media at NIKEAt the NIKE military military headquarters in Hilversum, stake communication plane section is answerable for tender media in Europe, all the other move of the world are cover in contrasting headquarters such as linked States of the States and Russia. Lauren McBridge is broadly speaking responsible for(p) for finish Yankee part of Europe and countries such as Denmark, Belgium, Sweden, Norway, Netherlands and Finland.NIKE uses a few(prenominal) affable media n etworks such as chirp, Facebook and Hyves in Netherlands. The main network that is universe oftentimes apply is Facebook. Laurens main tasks include monitor Facebook fan pages, analysing responses of the users, and general flavor at the success of dissimilar affable media campaigns. The analysing process is make through graphs and responses on the fan pages, which describe the number of visitors in the real period, feedbacks and the highest ratings. later analysing the feedback the pronounceation is metric and stack be utilize in the following campaign, considering the data that have gotten the highest response.The success of the affectionate media campaigns is likewise calculate through sales in stores as well as online. For usage when a product is stick on on a Facebook page, with a link to a web shop, NIKE is ceremonial occasion the response of the consumer online, as well as comparing it to the number of sales of that particular item. taking into retainer that NIKE is a major publically trade activewear and the worlds star(p) supplier of athletic space and apparel, every unpolished that NIKE is equal in needs a distinguishable approach in amicable media networks. Everything depends on the nicety and sport events that are taking place. At NIKE there are unremarkably one or two nation who are snarly in well-disposed media for each country, who update public profiles and give responses to the public when it is needed. This is relatively assorted approach that that of HM, where there is only one existent Facebook fan page. It contrast to NIKE here which admits on having conf employ different fan pages, one for each country. NIKE Facebook pages fuck be updated instead often, sometimes even more thus once a day, depending on the afoot(predicate) bureau with events. The content calendar is utilize in order to balance the posts. It is important not to be pushful or concentrating on sales as well as to keep the posts high quality, as every amicable media page carries the reputation of the world(a) brand. Facebook users like to feel special, so the main task is to inform and generate interactions. sometimes the response might come out veto, in which case it is important to reply in the right way, which will give the brand more credibility. A very similar method, is employ by HM. It was show in the questionnaire, sent to the employee, when she was asked in question 5 about the companys reaction or response to negative comments. Her answer was as follow, If theres a need, we ever so do our outdo to respond.Facebook vs. chitter and HyvesThe main neighborly media website that NIKE is concern with is Facebook. It seems to be the most convenient network for the brand, with the whoppinggest meat of users. Twitter, on the other hand, was utilise in the case of a big event (e.g. humanness Cup) which added the accountancy a lot of followers, but did not come out as successful as Facebook. Fo r the company the outcome is important, the attending of users, and Twitter did not show as much enthusiasm.Hyves, is the most democratic amicable network site in the Netherlands, with in general Dutch visitors, thereof it was essential to make a Hyves account for NIKE. Hyves is being utilise quite an frequently and the content is different from Facebook, to keep the user interested. exactly then(prenominal) again, Facebook pages seems to draw more interest.A lot of countries all over the world have their own loving networks, where they use fret play as the main language. The pillowcases of those networks are Vkontakte in Russia and Mixi in Japan. Representatives of NIKE that work for cordial media for those countries monitor the pages that are specially made for users of more localised networks.NIKE has few Facebook fan pages, depending on the audience they want to attract, for example male or female. The voice behind every post needs to be relating to the consumer. t hence it is important to consider user differences in neighborly network. beAs much as social media tail end be considered a free of charge marketing, in the big companies like NIKE cost can be tangled from time to time. in that location are special agencies that can be apply to moderate Facebook fan pages, which includes elucidate junk e-mail walls and any old tabs that are not utilize any more. It is important to include those agencies when the big events are coming up (e.g. Sponsoring football game games). schoolmaster marketeers are able to figure out when is the top hat time to post real instruction to get the best outcome. most(prenominal) of the images that are utilise in the social media campaigns are sent from the global office in the united States, with the correct description.hither is the example of the new product post from NIKE char Facebook fan page To summaries the post, it is clear that NIKE is trying to advertise the product, but after class peri od the information below the image, you become more intercommunicate where you can use the product, and relate to a sprinter like Allyson. another(prenominal) marketing conjuring that NIKE used in this post is communication with the Facebook users. They are petition a question, and inquire consumers to be yeasty with the ways to wear a product. By state users feel important, and time lag curiously for the results, if their answer was the most creative one. This conjuration is used by a lot of companies who want to get on a more personal level with their consumers. outline 4.3 HM pursuit the interview of