THE ARENA CASE__________________

Advanced MarketingPadova, October 30th 2014

Group Name: ONE over SIX

Social Media StrategyHOW?

Share Discuss

MicroblogSocial

Networks

1: Drive traffic to website

2: Build brand and positioning

3: Strenghten thought leadership2010

2009

2012

2010

2010

2012

2013

SOCIAL MEDIAL STRATEGY: THE EVOLUTION

8,439 followers---------------2,551 tweets---------------Used as a microblog ---------------Enables interactions consumers-consumers

32 followers--------------- 60%male

40%Female

174 followers----------------90,993 views----------------People are in circles---------------- Used to detect tribes and become their leader

1,274 pictures---------------Active from 2009---------------Used to show the range of products---------------Builds a photo-sharing community

1,930 subscribers---------------A new video every week---------------Used to show promotional campains---------------The most popular video has 26,647 views

12,876 followers---------------176 posts---------------Used to show pictures of sponsors and races

149,393 likes---------------Used as a diary of Arena’s activities---------------A way to publicize sponsors’ successes ---------------Customized advertising

SEARCH QUERY IN

The term ARENA has several meanings

Italian: beach, theatre (Arena di Verona), structure for sport/entertainmentEnglish: roman amphitheater, area/sphere, structure for sport/entertainmentSpanish: sand, structure for sport/entertainment

ARENA or ARENA WATER INSTINCT?

• No misleading meanings• Narrower research • Less but more meaningful results

COMPETITORS’ ANALYSIS

RESULTS OVER TIME (1 month)By topics

SHARE OF TOPICS

VS

WEBSITE VISITORS

Despite Speedo is the leader in the swimwear market,

Arena is upgrading its ranking according to the number of

website visitors

VS

ON-LINE MARKETING MIXThe 3Cs model

B2C• Social networks• Website• Press release• Viral videos

C2C• Depicts tribes

becoming their leader

4Ps• On-line selling• On line advertising

BRAND REPUTATION“Arena is the authentic waterwear brand for athletes and real sport lovers.

Wherever there are water sports, there is Arena”

Throughout the years, Arena has

equipped some of the world’s greatest

swimming champions, with the

three diamond brand mounting

podiums the world over in the sport’s top competitions.

In the various social networks in which the brand is present, the emphasis is almost always on athletes’ performances.Through the results of famous champions, the company aims to reach also the traditional consumers.

#wat

erin

stinc

t

THE WATER INSTINCT BLOG

Blogging activity underlines the company VALUES:• Healthy lifestyle• High quality and best

performance• Swimmers community…since

they are kids!

Arena tribe per i più piccoli con i giochi per le classi

http://www.arenawaterinstinct.com/en_uk/http://www.arenausa.comhttps://www.facebook.com/arenapeople?fref=tshttps://twitter.com/ArenaPeoplehttps://plus.google.com/+Arenawaterinstinct/abouthttp://www.pinterest.com/arenapeople/http://instagram.com/arenawaterinstincthttps://www.flickr.com/photos/arenapeoplehttp://www.youtube.com/user/ArenaPeoplehttp://www.alexa.com/comparison/arenawaterinstinct.com#?sites=speedo.comhttp://www.talkwalker.com/uk/social-media-analytics-search/

REFERENCES

Thank You For Your Attention!

Roberta Baessato Valeria Lionello

Enrico Rossi

Nicole SartoriFrancesca TorinChiara Uberti