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Facebook
Like most global brands Nike has separate Facebook pages for each of its product
categories. This includes golf, snowboarding and FuelBand, as well as two football
pages one for the American version of the sport and one for the version everyone else
in the world plays.
As far as I can tell the latter actually has the most fans of any of the Nike pages
(17.2m), followed by the main corporate account (12.3m) and American football (2.4m).
Most of the dedicated sports pages are updated on a daily basis with videos or images,
while the corporate page is updated about once a week.
The social teams are obviously lucky in that they have a huge number of athletes
around whom they can create and share content, so the global football page displays a
huge amount of content featuring the likes of Cristiano Ronaldo and Andres Iniesta, as
well as a lot of product-related posts.
At the moment much of the content is around Nikes Be Mercurial campaign to
promote its Mercurial Vapor IX boots, including video clips of personalised boots that
customers have bought online through NIKEID.
Interestingly the product-related content appears to get more interactions than posts
featuring players, with one photo gallery of new boots attracting more than 35,000 likes
and almost 1,000 comments.
Similarly, the American football page is updated several times per week with a focus on
athletes and products.
Nike is well known for running major branding campaigns, so its Facebook pages dont
feature the smaller competitions and sales promotions that were used to seeing from
consumer brands.
Instead it uses its social channels to cross-promote larger marketing campaigns, such
as the #MyTimeIsNow initiative that it ran last year during the European
Championships.
Twitter
As with Facebook, Nike has individual feeds for its subsidiary brands,
including golf,basketball, FuelBand, Nike.com and football.
For each of the feeds the focus is very much on responding to @mentions rather than
pushing out marketing messages, and the rate at which some of the more popular
accounts respond to users is quite astounding.
For example, the Nike.com feed (766,000 followers) responds to more than 100 tweets
per day regarding order queries, stock information and product details.
It ranks alongside ASOS as one of the most active customer service feeds Ive seen so
far, and on top of that the sports brand also operates a Nike Support feed to resolve
product questions and technical needs. This dedicated customer service feed also
answers hundreds of questions per day.
The sports feed are also good at responding to @mentions, though not to the same
level as the Nike.com or Support accounts. For example, the Nike Football feed is on
hand to give out training advice, product information or encouragement to other users.
Similarly, Nike Running responds to a huge number of people to discuss their training
schedule and give motivational advice.
Personally Im a big fan of Nikes Twitter strategy and would like to see more brands
adopt a similar approach. It would obviously require a sizeable investment, but it goes a
long way in turning customers into brand advocates.
For example, if youve just bought a pair of Nike football boots and the brand then
personally responds to you with training advice and a few words of encouragement,
then youre definitely going to consider that brand when you buy sports products in
future and may even recommend them to your friends.
Nike has also achieved some notable successes by using Twitter as a central tool in its
marketing campaigns. During the London Olympics it managed to outshine official
sponsor Adidas with a massive billboard and social campaign around the capital.
Nike has clearly researched the demographic profile of the average Pinterest user, as
the only account it has established is for Nike Women.
It has created 10 boards and amassed a respectable 9,900 followers, however all of its
pins are product related and link back to official Nike websites.
Nike isnt alone in only pinning its own content John Lewis also applies this tactic
but personally I think its a missed opportunity.
Pinterest is a great opportunity to develop the brand identity and create pinboards that
reflect the companys values, but Nike is essentially using it as an extension of its
product catalogue.
Google+
As far as I can tell Nike only has one official Google+ page and it gives it the bare
minimum of attention.
It is updated around once per week and all of the content is repurposed from Facebook.
As with most brands the level of interaction with the posts is extremely limited, with each
one attracting a few hundred +1s and tens of comments.
Overall its fairly uninspiring, but no worse than most of the other Google+ pages Ive
looked at as part of this series of posts.
Considering the amount of athletes that Nike has on its payroll, it should try to take
advantage of G+'s unique features by hosting hangouts and Q&As.
Nike+
Not only does Nike do a decent job of marketing itself using the four main social
networks, but it has also taken the time to establish its own unique social platform
through Nike+.
It now has more than six million members that use it an average of three times per
week.
Since 2010 Nike has developed a range of training products that are digitally linked
using the Nike+ FuelBand. Users can then accumulate NikeFuel points and set
themselves goals or compete against other users.
It has proved to be a hugely successful product for Nike as it taps into the social aspect
of sports by allowing users to track their progress using an iPhone app and share their
progress online.
There are dedicated Facebook and Twitter accounts for NikeFuel which are tied into the
#MakeItCount hashtag.
It also allows Nike to run novel campaigns, such as the Fuel your team initiative that
currently allows users to show support for their favourite basketball team by earning
them NikeFuel points.
Having used a Nike FuelBand before I feel the product is a victory for marketing over
usability, but even so it means Nike has a product and a social network that millions of
people use on a daily basis which is an extremely powerful tool for driving brand loyalty.
Anova:
Single
Factor
SUMMARY
Groups
Count
Column 1
33
Column 2
33
Column 3
33
ANOVA
Sum
6134
00
2233
2
2840
43
Avera
ge
18587.
88
676.72
73
8607.3
64
Varian
ce
5.94E
+08
51971
4.2
3.31E
+08
Source of
Variation
Between
Groups
Within
Groups
SS
5.32E
+09
2.96E
+10
Total
3.49E
+10
df
2
96
MS
2.66E
+09
3.09E
+08
F
8.6158
24
Pvalue
0.0003
62
F crit
3.0911
91
98
NIKE
Shares
Post
NoS
Post Name
Feature Used
Likes
Commen
ts
Story of athlete
Video
15000
709
2702
2
3
4
Video
video
Pictures
9100
9400
8100
317
347
238
3005
1512
383
5
6
Scout Bassett
The End
Brilliant as
individuals
Mo Farah
Success is failing
Video
Video
3500
12000
122
288
307
1940
Limits
Video
2400
595
6281
Reach
120000
0
441000
505000
269847
42
192000
140000
0
250000
8
9
10
11
12
Allyson Felix
No age limit
Shelly Ann
English Gardner
Simone Biles
Video
Video
Video
Video
Video
3600
83000
2000
2700
49000
106
3320
74
64
743
256
92630
156
235
9051
13
Unlimited together
Video
88000
1562
27015
14
15
16
Gabby's greatness
Your limits
finding your limits
Video
Video
Video
4100
24000
66000
64
638
1704
266
5148
29254
17
18
Unlimited Rory
Champions arent
born
Kevin hart to ypur
senera williams
Hard Simone Biles
Stand as one
Video
Video
4600
14000
320
730
1552
11687
0
325000
83000
82000
87000
240000
0
850000
0
319000
200000
530000
0
399000
792000
Video
2700
222
247
126000
Video
Pictures
13000
8200
317
203
5153
760
Video
58000
1120
10090
Video
Video
3700
2600
187
177
1669
405
25
26
will power of
champion
Ashton eaton
Allyson truly
fearless
Fraser Pryce
always believe
449000
269847
42
310000
0
220000
96000
Video
Video
1600
55000
135
1674
192
46819
27
28
29
sparkbrilliance
gold medalist
NJR * JJORDAN
Video
Video
Pictures
15000
2100
7300
1513
198
340
7217
418
667
30
31
Video
Video
16000
18000
1832
858
12711
3066
32
33
Lunar epic
another running
shoe
Video
Video
7200
2500
1228
387
1073
176
Average
18587.87
879
676.7272
727
8607.36
364
19
20
21
22
23
24
MEAN LIKES :
18587.87879
38000
270000
0
390000
52000
269847
42
775000
190000
0
226000
2500
8607.363