Nike links project: To think digital, we must know & act digitalEvan Baechler | Aug. „11
Agenda:How to #StayUp on the #Digital universeChallenge Solution Process
Challenge:The digital ecosystem is vast…and growing10
Challenge:Employees lack bandwidth to stay updated. We risk falling behind.
Solution:Empower research team to find & circulaterelevant links to Nike digital team In orderto…
Goal:… inspire, inform and sustain best in classdigital execution and strategy.
Process:Recruit team who will:Research Archive Filter circulate Analyze Line of Visibility for Nike Digital Team
Process: The Team3 core members with opportunity forunlimited secondary / interim members*. Rey Evan Hyun Robles: Baechler: Kim: research Publishing Research *Nike Digital can use the Links project process to test prospective talent, or to Circulate info/inspiration amongst themselves.
Process: ResearchRey and Hyun continue to locate links daily*•Target: minimum 3 links/weekday*Evan , Vik, & interim team members to submit links intermittently
Process: ResearchLinks to include:•Digital / Brand best practices•Digital / Cultural trends•Relevant current events•Innovative people / blogs / twitter handles•Competitors‟ initiatives•Inspiring / innovative content
Process: ArchiveAll links submitted to secure Google Doc viaform located hereAnyone with access to form can submit link:easy to involve others.
Process: FilterEvan to vet submitted links daily choosing1-4 most relevant to circulate to Nike DigitalTeam.
Process: circulateEvan to publish filtered links 1-2x/weekday via: http://linkcanvas.tumblr.com https://twitter.com/#!/LinkCanvas Tumblr auto- tweets posts @LinkCanvas twitter handle Tumblr Blog (delayed *Evan to circulate an outlook/entourage appointment via publishing capability) Vik that repeats weekly, reminding Nike Digital Team to check the tumblr, add tumblr to RSS, and follow twitter account.
Process: Analyze•Google Doc analytics will refine linkposting cadence for Nike Links project team.•Google Analytics on tumblr andTweetWhen, Timely, Crowd Booster to informEvan when optimal times to post/tweet linksare.
Process: Next Steps•Weekly or Bi-monthly html email to Nike Digitalteam with relevant links:•Develop hashtag taxonomy to organize tweetsbased on Nike Digital subgroups.•Enable tumblr commenting via Disqus