Nike & Social Media
maandag 21 september 2009

Nike & Social Media
21/9/2009
maandag 21 september 2009

Hi, I’m Bart
maandag 21 september 2009

Conversation starters
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Social Media?
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Web 2.0
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Web 2.0
The ‘new’ web
creation
social
decentralized
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Yelling does not work anymore
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What does work?
Listen
Facilitate
Converse
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Nike+
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Goal:
get new active runners into contact
with Nike+ as brand and as product
reactivate existing Nike+ runners
expand the network of Nike+
ambassadors
start conversations around Nike+
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Give a well-chosen group
of bloggers a
brand experience.
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Approach:
select the right bloggers
listen to their feedback
facilitate them to spread the message
keep the conversation going
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Remember...
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What does work?
Listen
Facilitate
Converse
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Social Media?
blogs
Facebook
Twitter
Netlog
Used to support, stimulate, facilitate
the Blog Challenge.
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Leverage the network
effect
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The Setup
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4 phases
warm-up women
men join in
worldwide challenge
Brussels 20km
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Caution!
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It’s not all downhill
initial trouble with technology
resolved swiftly
negative reporting turned into positive
feedback
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The numbers
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Blogs
120 blogposts (expected 20)
Nike+ widget integrated by each
blogger
valuable feedback
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Twitter
180 tweets
5 active Twitterati, average of 280
followers
interaction between Bloggers and
followers about brand and campaign
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Netlog
friends: 8.185
visitors: 56.263
pictures: 1000+ votes
guest book: 645 comments
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Conclusion
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Listen
identify relevant online influentials
offer an experience
create new ambassadors with online
impact
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Facilitate
facilitate to spread the message
solve possible problems
keep the conversation going
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Converse
interaction between bloggers and Nike
interaction between bloggers and
followers
across different platforms
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The overall feel of the
participants is positive
towards the brand, Nike+
and campaign.
-> Word of Mouth effect
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Questions?
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Bart
E: bart@talkingheads.be
T: +32 495 51 36 36
Sofie
E: sofie@talkingheads.be
T: +32 478 20 84 11
maandag 21 september 2009

E:info@talkingheads.be
T: +32 9 269 52 45
maandag 21 september 2009