Case Study: Join the movement

CASE STUDY ASSIGNMENT 
ELLA HÄRKÖNEN


As for my case study, I chose the company I work for and to which I am doing my thesis: Stadium. Stadium is a Swedish sportswear/equipment company that has stores in Sweden, Finland, Denmark and Germany.

For this assignment I interviewed the person in charge of  Stadium Finland's social media, Ms. Erander. I chose to leave out her first name here, since this is a public arena where I post this assignment.

Stadium has outsourced their social media marketing, meaning that an outside company is designing and posting Facebook and Instagram advertisements. Every country has their own Facebook pages and the posts come in the country's own language. Erander is in big role in Finnish Facebook posts:"My job is to translate from Swedish/English to Finnish whatever the company is sending us, but in all honesty, I have to modify them a lot to look "Finnish"." People can also post their feedback on the Facebook page.

However,  Stadium's Instagram profile is the same one in all of the countries. The language of the profile is English so that everyone can understand the posts. There are motivation quotes, photos of new collections, images of celebrities wearing Stadium's clothes and competitions. The objectives of both Instagram and Facebook is to motivate people to healthier life style (their motto is Join the Movement and mission to Activate the World) and the spread awareness of the brand. "These days there is no choice of NOT being all over the social media- it is a must. Using Facebook and Twitter is a cost-consciousness and fast way of showing people who we are. We want to inspire people and build our brand in an efficient way" Erander states.

Stadium also has an Instagram account for the Staff in each country. Stadium Staff Finland- account is meant for all of the employees in Finnish stores. "With the Staff-account we want to build team spirit among the employees. It is fun to follow what your co-workers at the other side of Finland are doing and get motivated by that!" Erander also noted that even though anyone of the staff can pretty much post anything to the account, it is important to control it. "There has not been any problems with the account, but it is still important to keep an eye on  that account as well."

Another channel inside of the company is the Intranet, where news inside of the company is posted. It is an efficient way to let the staff know what is happening. Once a week comes a bigger "weekly letter" where sales of the previous week are went through and more info is also shared.

Stadium has not given any specific code of conduct to the staff regarding their usage of social media. However, Stadium trusts the staff that they do not do anything to harm the company's image.

Once a month Stadium receives an evaluation of marketing campaigns -also in social media. "Once a month is good, but it could be more frequent as well. It is a place to improve for us! Things are changing so rapidly these days"

All in all, Erander and me both agreed that the social media usage in Stadium is looking really good. Obviously there are always places of improvement, but so far everything looks like it should.