A global sporting goods retailer, specialising in clothing, sportswear, footwear and sports accessories, tasked Headshift with helping the organisation deepen its customer relationships and keep ahead of the competition in the face of the dynamic market landscape created by the digital and social era.
Their social media presence was fragmented, misaligned and inconsistent across markets internationally, with a lack of strategy for customer engagement and community governance at the heart of the problem. We worked with the company headquarters to arrive at an actionable social business strategy, as well as a comprehensive social media governance framework. Involving key stakeholders in the creation of the strategy, and sharing knowledge and expertise, helped to quickly embed the process used to co-create the strategy to ensure a higher level of adoption.
We started by running workshops with key stakeholders, which helped us prioritise their business needs and map its existing social ecosystem. Based on this initial work, we developed an exhaustive map, which included customer journeys on- and offline, competitor landscaping and an analysis of relevant market forces. Following on from the strategy project, we worked with the in-situ team to develop a blueprint for becoming a connected company, which included key pillars of differentiation in the market focusing on customer engagement, product expertise, and leveraging the organisation’s crucial asset – its knowledgable and passionate employees. Finally, we created roadmaps for local markets, with resourced project plans and milestones, to bring the strategy to life.
In parallel to the strategy, Headshift worked with a range of social media teams across key markets to create a social media governance framework for the organisation. We ran many interviews with the social media practitioners to surface their main needs and pain points, and understand their existing workflows, resulting in social guidelines for the entire organisation, crisis management workflows, a social channels playbook for digital teams, and a training plan for global and European teams.