ALLBIRDS SNEAKER
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TABLE OF CONTENTS
TABLE OF CONTENTS ................................................................................................ 2
Introduction .............................................................................................................. 3
Discussion on Choosing Allbirds for Audit, Analysis, and Evaluation .............................. 3
Audit and Analysis..................................................................................................... 4
Recommendation using Porter’s Value Chain model ...................................................... 5
Conclusion ................................................................................................................ 6
Recommendations...................................................................................................... 6
References ................................................................................................................ 7
Appendices ............................................................................................................... 8
Appendix A .......................................................................................................... 8
Appendix B .......................................................................................................... 8
Appendix C .......................................................................................................... 8
Appendix D .......................................................................................................... 9
Appendix E .......................................................................................................... 9
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Introduction
Allbirds is an established multinational sneaker brand that was founded by Tim
Brown and Joey Zwillinger. The firm is involved in the design, producing, sales, and
marketing of high-quality affable shoes using sustainable and eco-friendly resources
(Sustainable Jungle, 2022). Allbirds have embraced the use of natural materials compared to
the popular use of fossil fuels which leads to a high percentage of environmental pollution.
Wool, tree, sugar, trino, and trinoXo are the materials the company uses that assimilate to a
carbon neutral enterprise, as they bent in enforcing measurements of anything that revolve to
becoming climate positive which comprise of biodegradable resources compliant to the
defined policy of regenerative agriculture, renewable materials, and responsible energy
approaches (Allbirds, 2022).
Discussion on Choosing Allbirds for Audit, Analysis, and Evaluation
According to Kelishadi as cited in the Journal of environmental and public health
Environmental pollution(2022), environmental pollution has been discussed as one of the
sequel global crises caused by a high percentage of energy consumption, and severe waste
emission. The upshot has led to a rapid increase in health problems, from respiratory
disorders to chronic diseases, and many other health effects.
The expanding firm has been selected for audit, evaluation, and analysis as the
organization has obliged to the global awareness of researching new ways to curb the
situation of extreme environmental pollution. The firm has adapted into agricultural products
mainly wool material generated from superfine ZQ Merino, that ultimatum uses less than
60% energy compared to synthetic sneakers (Sustainable Jungle, 2022). The measures have
graciously facilitated sustainability and a healthy environment as to what they define as
Reverse Climate Change Through Better Business (Allbirds, 2022).
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Audit and Analysis
Allbirds have distinguished itself as one of the sneaker branding company that make
sales through online shopping. They have extensively incorporated the use of social media as
a way of being inventive to manage their customer- relations, displaying their wide range of
products, and geolocation as shown in figures (a) and (b). The company has four social media
profiles which are Facebook, Twitter, Pinterest, LinkedIn, and Instagram as analyzed by
Unmetric (Unmetric, 2022).
According to Quesenberry as cited in Harvard Business Review (2020), have
described a method for conducting a social media audit, that emphasizes the implementation
of ("who, where, what, when, and why") principles. The process has enhanced the analysis
by identifying that: Allbirds has shared content through photos, videos, links, texts, and
hashtags to advertise their products. Open comment sections have been active that facilitate
engagement with customers, and active links that redirect the traffic to their main website.
The company utilizes the Facebook catalog shop feature that contains posts of product
items, identified with their specifications and prices that ease customer querying of products
as shown in figures (c) and (d). However, they have few posts likes, and comments, and some
of the questions asked by consumers are not answered. The competitors such as Nike
company have outshined them in terms of customer engagement and use of popular
influential people in their advertisements as they have high likes, comments, shares, and
retweets which drive high traffic to their website.
The company's website informs the audience about the main initiatives applied to
achieve sustainability in their products and services, and the provision of rerun stores, that
offer imperfect and conducive used products which reduce the amount of waste accumulation
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and allow the full lifespan of the products. The rerun link redirects the consumer to an
external store managed by Trove company (Allbirds, 2022).
Recommendation using Porter’s Value Chain model
Mindtools (2022) states that Porter's Value Chain model strategy helps an
organization to focus on creating value for its consumers while influencing its competitive
advantage. The model as demonstrated in figure(e), is divided into 5 primary activities which
include operations, inbound logistics, service, outbound logistics, and marketing sales. While
its secondary activities that support primary activities are Purchasing(Procurement),
Infrastructure, Technology Development, and Human Resource Management (Smartsheet,
2018).
This section deals with how Allbirds can maximize its marketing and sales operations,
which can aid the firm to increase its competitive advantage. The firm has relied on a
different approach compared to its competitors, in that they funnel all their traffic to the ecommerce website to enhance better tracking (Footware News, 2019). They have relied on
Instagram for product invention and customer feedback compared to other social media
profiles (Pinterest, 2017).
The model has been applied to ascertain some recommendations on Allbirds as
follows:
Increase their social media engagement, as Instagram is actively used with minimal
use of other social media profiles. Facebook, for example, has a higher audience compared to
other sites which can boost their traffic.
Increase their communication with clients, as continuous engagement is required by
replying to the feedback and extending the process into customer service.
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Improve their advertisement method by incorporating the use of influential people
with a high number of followers, such as football clubs, or music celebrities to capture a
bigger audience. Extend their shipping locations to widen the products' customer reach.
Conclusion
To conclude the report has audited, analyzed, and evaluated the social and digital
media of Allbirds sneaker brand, revolving around environmental and sustainability motives.
The report has observed that the firm has a higher chance of increasing its sales, by utilizing
its installed policy of having a clean climate. Large stakeholders involved in crafting
pollution remedies can use the Allbirds brand in their campaigns for a pollution-free
environment and the opportunity can help the company to gain more influence, resulting from
the increased social media profiles used. They can increase their reach by having more active
posts on their social media profiles and increase their investment in advertisements with
polluting free messages that will attract many clients to their products. They may consider the
use of Youtube to share videos, television advertisements, and use of Google ads.
Recommendations
The simple design of the Allbirds products does not contain flashy logos or
unrequired details(Allbirds), which has attracted a certain type of group of people and has
excluded the clients who would like a complex design. Hence would recommend allowing
the selection of custom designs, so that a customer can define their specifications to their
desires, where simple design does not fit their needs. They should have more posts added to
their social media platforms and include feeds subscriptions to alert for new updates.
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References
Conducting a Social Media Audit. (September 10, 2020). Harvard Business Review.
https://hbr.org/2015/11/conducting-a-social-media-audit
Traffic Analytics & Market Share. (September 17, 2022). Similarweb.
https://www.similarweb.com/website/allbirds.com/
Social Media Analytics & Intelligence Dashboard by Unmetric. (September 17,
2022). Unmetric. Retrieved from https://unmetric.com/brands/allbirds#pricing
Why Allbirds Isn't Relying on Facebook to Grow Its Customer Base. (May 06, 2019).
Footwear News. https://footwearnews.com/2019/business/retail/allbirds-marketing-joeyzwillinger-fn-ceo-summit-1202778791/
How Allbirds uses Instagram as a focus group - Digiday: Allbirds, Allbirds shoes,
Runner. (October 11, 2017). Pinterest. https://www.pinterest.com/pin/how-allbirds-usesinstagram-as-a-focus-group-digiday--20266267056894559/
The Complete Guide to Value Chain Modeling. (June 18, 2018). Smartsheet.
https://www.smartsheet.com/value-chain-model
MindTools. (September 17, 2022) . Porter's Value Chain: Understanding How Value
is Created Within Organizations. https://www.mindtools.com/pages/article/newSTR_66.htm
Journal of environmental and public health Environmental pollution: health effects
and operational implications for pollutants removal.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3352627/
Our Story: Sustainable Shoes & Apparel.Allbirds.
https://www.allbirds.com/pages/our-story
Sustainability Guide & Practices. Allbirds.
https://www.allbirds.com/pages/sustainable-practices#reality
The World's Most Comfortable Shoes. Allbirds. https://www.allbirds.com/
11 Sustainable Sneakers: Best Eco-Friendly Brands Ahead Of The Pack. (August 15,
2022). Sustainable Jungle. https://www.sustainablejungle.com/sustainable-fashion/ethicalsneakers/#item-2
ALLBIRDS SNEAKER
Appendices
Appendix A
Figure(a) – Allbirds Social Media Profiles
Appendix B
Figure(b)- Allbirds Traffic Rate Analysis
Appendix C
Figure(c)- Allbirds Product List View on Facebook
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Appendix D
Figure(d)- Allbirds Product Detail View on Facebook
Appendix E
Figure(e)-Porter's Chain Model. (MindTools, 2022).
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