Nike Social Media Marketing Case Study

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This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the overall structure of Nike’s social media landscape, interrelations between different social elements, online-campaigns and offline-activities, but it will not go to great details of any specific campaign

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Nike Social Media Marketing Case Study

  1. 1. NikeSocial Media Marketing Case Study
  2. 2. Note: This case study is an overview of Nike’s SMM practice in China. It is mainly focused on theoverall structure of Nike’s social media landscape, interrelations between different social elements,online-campaigns and offline-activities, but it will not go to great details of any specific campaign.
  3. 3. Social Marketing Hierarchy ROI LOYALTY Brand value Tribe Engagement Team COMMUNITY Activity Content CAMPAIGN Platform Paid & Owned Tool knit RESOURCES Technologies
  4. 4. Nike Social Marketing Hierarchy ROI WE SPORTS Brand value LOYALTY Night Run Tribe Engagement COMMUNITY Nike woman Team Basketball CAMPAIGN Activity Nike never Chance stops Kobe Summer Challenge Content system Tournament for Nike Girl Platform RESOURCES Renren Weibo Game Paid & Owned Tool knit E- NikeID Nike+ Blogcommerce Technologies
  5. 5. This is the landing page of Nike basketball (篮球攻会). It not only enables linkage to almost all the prevailing social networks in China, but also very engaging in nature because it provides useful contents tailor made for all basketball lovers. ↑ Use the celebrities (Kobe etc. ) to draw attention to Nike’s new line of ↑ Give privilege offers to the community shoes members → Give out →Hold annual training competitions tovideos to help engage students players toenhance their skills
  6. 6. Nike Weibo Nike has created different weibo accounts for each product line, online community and spokesman. While producing different contents for different audience at the same time, Nike maintains a strong brand image. All these accounts are inter-linked by grouped sidebars.
  7. 7. Nike RenrenSo is Nike’s SNS accounts: Multiple accounts for multiplecommunication purposes. Multiple purposes are interlinked bysidebars.
  8. 8. Nike woman campaign minisite“Challenge for Nike Girl” is the latestcampaign launched on Women’s Day.The campaign minisite is embeddedon Nike renren page. It is a product ofGamification thinking. →The whole campaign is made into a game composed of a series of tasks. ←After accomplishing tasks, a ranking chart will be displayed by individual, cities, schools and tasks.
  9. 9. Nike ID Nike plus Nike Lunar run姐妹淘 篮球攻会 足球劲区 Night run

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