What If Everybody Ran? Mizuno Running Social Media Monitoring: Part Two

In my last post, I introduced you all to Mizuno Running and the company's relationship with social media platforms.  Diving in deeper, we looked at some basic analytics over the course of a month to get a sense of how Mizuno Running was doing from a data-driven point of view. 

This week, I present to you the next (and final!) installment of the Social Media Monitoring project. Here, we will cover a few topics and wrap up some loose ends:

1. "If Everbody Ran" Campaign and its relationship to social media platforms
2. Demographics...who is left for Mizuno to tap into?
3. How does Mizuno Running fair against their competition?
4. Promotion Suggestions & Recommendations

Let's dive in, shall we? 

What if Everybody Ran?

It was a gift from the social media gods: Mizuno Running released a new campaign right as I was putting the finishing touches on Part One of this report.  Highlighting and analyzing this campaign seems to be the natural starting place for Part Two.  This hypothetical question is enough to make many people want to keel over. However, the videos produced by Mizuno are less intimidating and more motivational! 

An article published by Ask Men explains:

"According to a 2013 study by the Centers for Disease Control and Prevention, 80% of adults do not get enough exercise.  That's why Mizuno USA decided to offer a unique opportunity to North Carolina's Kenan-Flagler Business School by asking a simple question with big implications: 'What if everybody ran?'" 

The study, released on March 5th, was all over their Facebook page the day it came out, of course!

And Twitter was a buzz, too! 

Not only was Mizuno's Twitter handle going crazy promoting this new study, but the groundswell was ignited.  Mizuno fans, non-runners, and even well known companies (like Runner's World and Degree Women) were linking to the Mizuno study and using the #IfEverybodyRan hashtag.  

A Runner's World tweet that was sent out on March 11th stating: "What could the world look like if everbody ran? Mizuno ran the numbers to find out #IfEverybodyRan" received 66 retweets and 73 favorites.   The Runner's World handle has over 764,00 followers, so the impact of those retweets is great...especially when we remember that Mizuno Running has just over 26,000 followers. 

Mizuno Running was certainly "first to market" in terms of producing a study/large scale social media campaign that was designed to be widely inclusive yet wildly personal at the same time.  It wasn't just for Mizuno shoe wearers or just for runners or just for athletes.  It was for anyone and everyone to who are interested in happiness, health, and maybe needed some motivation.  At the very least, it could maybe just brighten someone's day briefly.

But, arguably most importantly, did it work? Did the campaign create buzz around the brand? Take a look at the IceRocket graph below.  Short answer: yes, it did work.

There is a LOT of action happening right around the time the study was released and marketed heavily (March 4th,5th,6th), with continuing peaks and valleys that extend through the remainder of the days in March.  This may not result in a huge boost in sales immediately, but it will certainly serve to boost the name recognition of the brand. 

Demographics

Selling running shoes is a tricky game to play because there is so much brand loyalty involved.  For seasoned runners, it is likely that they have run in the same brand of shoes for years and years and years. After all, if it isn't broke, don't fix it!  For new runners, I imagine the word of mouth is a powerful influence on what brand they go with.  And for non-runners, well, I'm not actually sure how they choose shoes.  I do know that my boyfriend, who prefers cycling, walks into Dick's Sporting Goods and chooses the plainest shoe he can find. 

Using Alexa, a free (and awesome!) online analytics tool that spouts out all sorts of interesting bench marking data, I looked at the current audience demographics visiting the Mizuno website.  The graph shows that in terms of the traffic to the Mizuno site compared to the general internet population: 

1. Men are over represented, females are under represented.
2. Lots of college educated folks are browsing the website.
3. More people browse from work than from home.

This data could mean a lot of different things, depending on how you chose to look at it.  For example, I would be interested in finding out why people visit the Mizuno website.  As someone who has purchased many pairs of running shoes, I have never bought a pair of running shoes from the brand's website.  Why pay full prices when you can go to a site like Holabird Sports or Running Warehouse and save lots of money, get free shipping, and free returns?  So perhaps one of the reasons why women are underrepresented on the Mizuno website is because they are more likely to find a deal on shoes, rather than pay full price.   

Mizuno Running & The Competition
Keeping in mind the brand loyalty that goes along with running, how is Mizuno Running fairing against the competition? Turning to Alexa once again, I looked at the popularity of Mizuno vs. Nike and Adidas.  

Globally, Mizuno trails both Nike and Asics. Domestically, Mizuno and Asics both trail Nike significantly, but Mizuno actually has ab it of an edge on Asics. This could be because Mizuno and Asics have different sites for different countries and Nike has one site for everyone, though I have a hunch that sorority girls' obsession with and willingness to pay full price for Nike Free Runs and "Norts" has something to do with Nike site's overwhelming popularity. 

It can be difficult to steal customers away from other brands, especially after the customer has built up a level of trust with the shoe and brand their wearing.  With positive word of mouth however, it is possible to change people's minds and preferences.  My roommate had run in Asics for as long as she could remember, but became curious about Mizunos after I bought my third pair. Because I only had good things to say about the brand, she decided to give Mizunos a try.  And just like that, Kerien and a pair of Mizuno Inspire 10's lived happily ever after. 

Promotion Suggestions & Recommendations

1.  Partnerships with Community Organizations to Re-target Highlighted Demographic Groups (Engaging with the Groundswell)

On Saturday, February 22, 2014, Mizuno Running partnered with the Atlanta chapter of Back on My Feet (BOMF) to host the inaugural Mizuno Women's 5k.  Their website advertised the following: 

"Hit the streets with your girlfriends, sisters, and other ladies in Atlanta to honor the strength, beauty, and determination of all women.  Stand up for women experiencing homelessness, and let's help them get back on their feet.  Run like a warrior, finish like a lady... finishers will also receive a women's Mizuno tech shirt."

Philanthropy promotes positive word of mouth which is good for business and good for karma. Mizuno, headquartered in Atlanta, Georgia, should continue to partner with community organizations that highlight unique, untapped demographic groups.  Other examples may include: 

• Girls on the Run (highlighted demographic group: adolescent girls): Girls on the Run is a transformational physical activity based positive youth development program for girls in 3rd-8th grade.
• The Hall Steps Foundation (highlighted demographic group: individuals in Africa): The Hall Steps Foundation is a non-profit movement to fight global poverty through better health.
• College campuses (highlighted demographic group: poor college students): Never underestimate the power of free or reduced priced apparel.  College students will support close to everything if there's a free t-shirt (or pair of shoes?!) involved. 

2. Shoe Exchange Program (Celebrating & Rewarding the Groundswell) 

Shoe exchange programs are not new.  There are plenty of organizations that will gladly take your old running shoes to be donated to people in need.  Truth be told, Nike has an incredibly cool  "Reuse a Shoe" Program.  Donated shoes are turned into a new material that has been used to make fields and other play areas.  Really, really cool idea.  

Nike certainly does not have a monopoly on the shoe recycling market, so there is plenty of room and original opportunity for Mizuno to also profit from this service.  Imagine if Mizuno set up shop at college campuses, race expos, and other well-attended events.  They could offer incentives: if you bring us a pair of your old shoes, we'll recycle them/donate them/reuse them and give you a coupon for 20% off your next pair of Mizunos.  They could even offer special incentives to unique demographic groups: receive something extra (a free t-shirt!) if you're a faithful Mizuno brand wearer OR receive an additional 10% off if you're interested in trying your first pair of Mizunos.  This way, Mizuno can reward their loyal customers while providing incentive for others to try their brand. 

 3. Monitor Comments and Feedback All Across the Web! (Listening to the Groundswell)

Now, it is very likely that the good people at Mizuno Running DO scour the web frequently to read the reviews that are being posted of their shoes on other sites that sell shoes.  If they do, they should continue to read feedback and respond when necessary!  If they do not, they should begin immediately. Much chatter happens in the reviews and comments sections of places like Holabird Sports and Runner's Warehouse... those are usually the first places I go when I'm curious about a new model of shoes.  

Stand. Walk. Run. Fly. Mizuno Running Social Media Monitoring: Part 1

People closest to me have told me I can be stubborn at times.  Maybe it's because I'm the youngest child and only girl in the family, but I like to think of this so called "stubbornness" as passionate determination.  This trait has served me especially well in running.  Racing and pushing oneself past everything you thought you were capable of certainly requires one part stubbornness, two parts crazy, and a whole lot of soul.  It also requires the right footwear.  

Growing up, I was an Asics girl.  This was sort of by default, as my dad wore Asics and I consider him to be my personal running guru. Once I hit college and starting really competing (and nursing injuries), I decided to play around with different brands and models.  After a brief stint with Nike, I was back to Asics but was still not satisfied.  Finally, I went to Marathon Sports and got properly fitted for a shoe, based off my stride, gait, pronation, and all that good stuff.   It was then that I found Mizuno-- though I was hesitant to try them out, the risk paid off. I quickly became a Mizuno faithful, not just because of how good they felt, but because of the social community they have created. 

About Mizuno Running

The Mizuno Corporation was founded in 1906 by the Mizuno brothers, Rizo and Rihachi in Osaka, Japan.  The first office on American soil was established in Los Angeles in 1969.  While they happen to be one of the leading manufacturers of golf clubs, their list of sponsorships is inclusive of many, many different sports.

Running is one of the sports that Mizuno sponsors. Though they may not have the same name recognition as Nike or Adidas, it is not due to an inferior product.  Mizuno Running sponsors quite a few runners from all over the globe (and even has a Facebook page dedicated to their sponsored athletes). But what's the real special sauce of Mizuno Running that fosters loyalty among customers? What sets it apart from its uber well-known competitors?

The answer is simple: mezamashii.

But hey, don't take Mizuno's word for it.  Instead, watch actual real-life, non-sponsored Mizuno runners explain what mezamashii running means to them.

For the past four weeks, I have been collecting qualitative and quantitative data on the social media habits and online presence of Mizuno Running.  Below is an introduction and analysis of their social media habits. In addition to reviewing their website, Facebook, Twitter, and Instagram,  I used to following tools to provide analytical data: Addictomatic, SocialBakers, Social Mention, Google Trends, and Ice Rocket. 

To begin, let's look at what Mizuno Running for themselves on social media platforms.  Then, we'll take a peak at some of the data to see how they're doing from that aspect. 

Mizuno Running & Social Media

Mizuno Running Website

Before being bombarded by visuals of the latest and greatest overpriced model of shoe released, Mizuno Running invites its visitors to "Join the Quest: Experience Mezamashii."  They aim to make the viewer feel like they'll get more than just shoes from Mizuno: they'll be a part of something larger. And, if one scrolls down just a tad, they will come across the "Find Your Perfect Shoe" quiz. They don't just want to sell you a shoe.  They want to sell you the best shoe for your foot. 

When you sign up to join the Mezamashii Community, you gain access to a member's forum, which unfortunately leaves something to be desired. There isn't a great deal of super exciting conversation going on. 

There are other perks of being a part of this free community though.  All runners are invited to share their stories answering the question "why do you run?" Stories are a positive (and free) way of building community AND promoting positive word of mouth about a brand. 

Facebook 

With nearly 170,000 likes, Mizuno Running North America has a very healthy Facebook following. According to data available from Social Bakers, they gained an additional 2,655 followers in last month alone. The graph below shows the number of people talking at the brand over the past month.  Clearly it has fluctuated a bit, peaking around February 10th and then steadily declining through the end of the month and into March.  Why, you ask? Well, it could be at least in part due to the marketing of the new Wave Rider 17 on February 12th. 

From SocialBakers

The account posts at least once a day, though usually it posts more than that.  The posts themselves range from asking the community their opinion on something, encouraging followers to send in pictures, sharing recipes and posts from other running websites, and my favorite, fill in the blank questions which always get some clever responses. 

The posts that tend to get the most likes are ones that promote a sense of comrade and the idea that runners are a tough, crazy breed of humans. 

Twitter

At 26,000 followers and growing, the Mizuno Running twitter handle is not as well followed as the Facebook page, but just as active.  It's following has steadily grown over the past month, as reported by SocialBakers.

The account is quick to answer any questions that are thrown their way and try to be as helpful as possible. They appear to take runner's feedback very seriously, which is a great sign.






Instagram
And last, but not least, there is the Mizuno Running Instagram page. Now, full disclosure: try as I might, I just don't really understand how to use Instagram. But if the success of one's Instagram page is based off the number of "likes" a picture receives, then Mizuno is doing a really great job.

They don't post as regularly on their Instagram account (in fact, there has yet to be a post in the month of March), but that doesn't seem to influence the response from their followers when they DO post. This post of a pretty pair of shoes won the hearts of over 1,000 of their followers.  And, as we can see above, the Mizuno Running account even responds to comments.

Analytical Data Observations

Addictomatic
Addictomatic is a search tool that gathers the latest news, blog posts, and images relating to a brand. It is important to note that this site does not pull data from Twitter, Facebook, or Youtube.  

Though this site doesn't tell us much about the social presence of the Mizuno Running brand, there are a few things we can take away from it: all of the legitimate information that it gathered (blog post titles and Bing News) is seemingly positive in nature.

Social Mention 
According to their website: "Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. "

Before we get into what these numbers mean for Mizuno Running, here's a quick background to what these numbers measure:

• STRENGTH: a likelihood that your brand is being discussed in social media
• SENTIMENT: a ratio of mentions that are generally positive to those that are negative
• PASSION: a measure of the likelihood that individuals talking about your brand will do so repeatedly
• REACH: a measure of the range of influence

Now, I'm fairly skeptical about these measurements as most of the numbers are found by dividing the number of mentions by how many mentions the brand should have, which I find subjective.  I'm more interested in the data below those four boxes: average amount of time per mention, number of unique authors, and number of retweets.

The last set of data that I took was on March 6th, just a couple of days after Mizuno released their "What If Everybody Ran?" study which has all sorts of people talking about it (much more on this in Part Two of the Social Media Monitoring Report, so stay tuned!).  This can explain the major decrease in the time per mentions, the increase in the unique authors, and the number of retweets.

Ice Rocket

This graph from Ice Rocket shows the Daily Blogs Citation Trend of  the term "mizuno running" (the blue line) and the term "Mezamashii" (the red line), from February 4th to March 6th.  Clearly, it has fluctuated a decent amount over the course of the month.  The term Mizuno Running averages 7.70 posts per day.  For comparison purposes, I looked up how many posts "Nike Running" averages per day, which is a whopping 82.70 posts per day.  Wow.

Google Trends

Finally, let's take a step back and look at the big picture. Put simply, Google Trends, a child of Google (who rules the world), shows how often a search-term is entered into Google searches across the world and in various languages.  Below is the trend graph for Mizuno Running, with the 2014 and 2015 forecast included.

So far, overall...

...it appears that Mizuno is certainly putting the effort into creating a social community that thrives around more than just products, but customers stories as well.  While their reach might not be as impactful and widespread as Nike or Asics, they certainly appear to be taking steps in the right direction.

Running can feel like a very individual (and sometimes lonely) sport.  As a runner who wears Mizuno shoes, it feels good to have a community built around the brand I have chosen to run in.  We are Mizuno.