competitive analysis - katie d'arcy's online pr...

Competitive Analysis

Trends In:– Social Media– Mobile Applications– Community Outreach

July 2011

Tuesday, July 19, 2011

2

Social Media

• The number of followers once indicated success with social media campaigns

• The most successful companies are now evaluated differently:– two-way communication– interactive games for follower participation– segments where followers can upload their own material– customer service

• Incentive-based offers are a popular draw


Social Media*If the cell is highlighted, the store uses that particular social media tool*A star indicates that the store utilizes that particular social media tool exceptionally well.*The following evaluations are subjective based on the researcher’s impressions

STORE FACEBOOK TWITTER YOUTUBE BLOG FLICKR FOURSQUARE SHOPKICK PODCASTS

The Sports Authority

Academy Sports

Gander Mountain

Bass Pro Shops

Champs

REI

Modell’s

Nike Stores

Foot Locker

Athlete’s Foot Golf SmithCabelasLL BeanThe Finish LineBig 5 Sporting GoodsSport ChaletEMSOrvis

Edwin Watts Golf ShopsMC SportsDick’s Sporting Goods

★

★

★ ★ ★

★ ★ ★

★

★ ★

★ ★

★

★

★ ★


Social Media Best Practices

• REI exemplifies a stand-out Facebook Page– two-way communication– discussions and activities for followers

• NIKE exemplifies a stand-out Facebook Page– community outreach evident on Facebook page– discussions and activities for followers

• Orvis exemplifies unique Twitter accounts– multiple accounts for different outdoor activities– special account for Fly Fishing (main account) podcast

• L.L. Bean exemplifies a unique Twitter account– two-way communication– updates about events, specials, and promotions


Facebook: Accounts and FollowersCompany Number of FollowersFoot Locker 1,249,933

Bass Pro Shops 1,155,255

Cabelas 1,148,696

The Finish Line 434,747

The Sports Authority 330,639

Champs 326,881

Dick’s Sporting Goods 278,225

REI 255,749

Gander Mountain 252,288

Golf Smith 116,973

Academy Sports 73,581

LL Bean 62,040Modell’s 52,571

Edwin Watts Golf 19,195

Orvis 16,261

EMS 12,707Athlete’s Foot 2,852


Twitter: Accounts and Followers

Company Number of FollowersREI 89,212

Bass Pro Shops 16,585

Dick’s Sporting Goods 14,400

Cabelas 12,621

Orvis 7,870

The Finish Line 7,685

The Sports Authority 7,350

Gander Mountain 6,468

LL Bean 6,134

EMS 4,843

Golf Smith 4,616

Big 5 Sporting Goods 1,825

Academy Sports 1,392

Sport Chalet 1,341

Edwin Watts Golf 1,219

Modell’s 1,170


7

Mobile Presence

• Mobile websites and applications are on the rise– The companies that have web/mobile options also have the most successful

online SM campaigns

• Feb 2011: 69.5 million smartphone users in U.S.• Smartphones are becoming the primary mode of communication

and accessing the Internet• Many SM users are turning to smartphones to access social

networks such as Facebook, Twitter and Foursquare (etc)• Monetary transactions via smartphones are increasing• Different kinds of mobile options:

– Reward Apps– Information Apps– Game Apps (in some cases: workout applications)


Mobile Presence*If the cell is highlighted, the store has that type of app, platform, or a mobile website*A star indicates the store has created an application in that area of exceptional quality*The following evaluations are subjective based on the researcher’s impressions

STORE RETAIL APP REWARD APP INFO APP GAME APP WORKOUT APP

ANDROID

IOS MOBILE SITE

The Sports Authority

Academy Sports

Gander Mountain

Bass Pro Shops

Champs

REI

Modell’sNike Stores

Foot Locker

Athlete’s Foot

Golf SmithCabelas

LL Bean

The Finish Line

Big 5 Sporting Goods

Sport ChaletEMSOrvis

Edwin Watts Golf Shops

MC Sports

Dick’s Sporting Goods

★

★

★ ★ ★

★

★ ★ ★


Mobile Presence

Mobile Site

Mobile App

Both Neither

Foot Locker Big 5 Sporting Goods REI Academy

Sports

LL Bean Bass Pro Shops Nike Gander

Mountain

Dick’s SportingGoods

Golf Smith Modell’s

Cabelas Athlete’s Foot

Finish Line Sport Chalet

Orvis EMSThe Sports Authority MC Sports

ChampsEdwin Watts Golf

36%

36%

14%

14%

Mobile Site Mobile AppNeither Both


Mobile ApplicationsMobile App No Mobile App

Orvis MC Sports

Big 5 Sporting Goods Edwin Watts Golf

REI EMS

Golf Smith Sport Chalet

Cabelas Academy Sports

The Finish Line Gander Mountain

Foot Locker Bass Pro Shops

Nike Modell’s

Champs LL Bean

The Sports Authority Athlete’s Foot

Dick’s Sporting Goods

52%48%

Mobile App No Mobile App


11

Mobile Best Practices

• Nike– view clothing and customize shoes– store locators– “Just Do It” workout app

• REI– real-time ski and snowboard updates– one of five companies to achieve a score of 80+ using “E-tailing Groups” new

customer experience index (June 2011)

• Orvis– provides user with info on Fly Fishing– $10 gift card for downloading application– coupons and in-store specials


12

Community Outreach Best Practices• Nike

– “Better World” campaign to educate children in lesser-developed areas– shoes made of recycled material– “Xchange” patent sold to companies to develop sustainable products

• Orvis– canine cancer research– customer donation-matching program

• REI– foundation to fund community projects for environment– outdoor recreation projects and stewardship projects– annual “giving budget” of approximately two million

• Gander Mountain– Soles4Souls and Clothes4Souls (donate and receive gift certificates)– iGive registration: donates portions of customer’s purchase to charities


13

What does it all mean?

• Companies that integrate the newest communication devices are able to boast heightened reputations with consumers

• Many of the companies documented above have been able to document ROI in relation to various SM initiatives of interest to Dick’s Sporting Goods


competitive analysis - katie d'arcy's online pr...

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