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NMA Live: How can brands make the most of social media? How to develop a social strategy, what to measure and why is content so important?

NMA Live: How can brands make the most of social media? How to develop a social strategy, what to measure and why is content so important?

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  • 1. Tweeting today? use #nmalive
  • 2. @ headstream #nmalive Set the right1 objective Develop a social2 strategy Focus on3 content
  • 3. Set the right1 objective @ headstream #nmalive• Foster conversation• Drive engagement• Encourage advocacy and convert opponents• Facilitate support and self service• Encourage feedback and idea generation
  • 4. Develop a social2 strategy @ headstream #nmalive• Clear purpose• Understanding of influence• Right brand outposts and engagement• People guidance• Knowledge transfer
  • 5. Focus on3 content 1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic
  • 6. 100% of the money raised is • going to the Michael J Fox1989 - Back to the Future II makes an unknown Nike shoe an instant cult classic Foundation • Nike auction 1,500 Shoes on ebay • Targets three core communities - Back to the Future fans, sneaker fans and Parkinson’s Disease campaigners • Heavy online campaign with little offline • Pushed by bloggers and through social media • Message is coherent across all outposts and build into key values of Nike • Sergey Brin and Anne Wojcicki have promised to match up to $50 million
  • 7. 2005Online petition from fans to getNike to make the shoe begins
  • 8. 2005Tinker Hatfield (creator of theoriginal shoe used in the film)and Tiffany Beers beginrecreating the Nike MAG shoeafter seeing the online petition
  • 9. 2005 to 2010Nike tease the idea of a Back tothe Future II shoe with fansthrough special edition shoesand partnerships
  • 10. 25 August 2010Tinker Hatfield and Tiffany Beers onbehalf of Nike file for a patent of asuspicious looking shoe withpowerlaces technology and lighting
  • 11. 6 September 2011An unbranded YouTube account calledDocEmmettBrown88 uploads a 46 second videoentitled McFly’s Closet to YouTube Since 13 September: 2,433,588 views http://youtu.be/PZ6SkdkXjAQ
  • 12. 6 September 2011Nike distributes a special package to shoe enthusiast blogsite, Nice Kicks, and flies them out to LA for a specialIt’s About Time event http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/
  • 13. 8 September 2011Full unveil of the shoe and campaign at the “It’s AboutTime” event in LA where Tinker Hatfield and the CEO ofNike, Mark Parker, talked about the shoe, its history andthe link up with Michael J Fox’s foundation alongside howpeople can donate to the foundation and bid on the 1,500 http://www.nicekicks.com/2011/09/nike-air-mag-officially-unveiled/
  • 14. 8 September 2011 Two new ads unveiled plus a message from Michael J Fox pairs available through ebay1,454,279 views http://youtu.be/3yiSdjwi_bg 948,449 views http://youtu.be/eYMyEqRb2cw990,498 views http://youtu.be/eihSPj9lSMw
  • 15. 8 September 2011All brand outposts go live
  • 16. 8 September 2011Michael J Fox appears on Letterman in the US to speakabout the campaign and the limited edition shoes
  • 17. 8 September 2011Selected Nike stores given mini replica shoes and badgesfor customers to buy, 100% of money going to campaign
  • 18. 3 PONBE @ headstream #nmalive• Paid: They aren’t paying for ad space• Owned: Website and campaign content (videos)• Networked: Blogger outreach, press event• Borrowed: Facebook, Twitter, YouTube, eBay• Earned: Blog posts, news sites/mainstream news picking it up and online social communication and sharing