Nike Conversationmarketing


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Nike Conversationmarketing

  1. 1. Conversation Marketing For Nike India Shaping conversations around Nike via Manchester United and EPL By Cloud 9 Media Case Study
  2. 2. <ul><li>India Internet Penetration: 60 Million (Current) </li></ul><ul><li>On Social Networks 50% 30 Million </li></ul><ul><li>75% of online users belong to aspiring & consuming class & half of </li></ul><ul><li>them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Million </li></ul><ul><li>(Source: Juxt Consult, Online Survey’ 2009) </li></ul>Internet – Overview
  3. 3. Over 60 million users are online That’s over 5 times the readership of the largest selling English daily , Or 5 times the combined readership of the leading 3 newspapers in India, Or 4 times the combined readership of India's leading 5 English magazines Login India – Reach of Social Media
  4. 4. <ul><li>Demographics : </li></ul><ul><ul><ul><ul><ul><li>18 – 29 years 55% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>30 – 49 years 54% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>50 – 64 years 40% </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>65 years and older 27% </li></ul></ul></ul></ul></ul>Meet Consumer 2.0
  5. 5. <ul><li>Nike : India’s leading sport gear manufacturer. </li></ul><ul><li>Key sponsor of the Manchester United Club in English Premier League </li></ul><ul><li>Objective: </li></ul><ul><li>To interact closely with the target audience to gauge </li></ul><ul><li>Their perception of brand Nike </li></ul><ul><li>Popularity of Manchester United in India </li></ul><ul><li>Influence loyalty towards Manchester United </li></ul>Situation
  6. 6. <ul><li>Television viewership of EPL matches has grown from 43 million last session to 60 million this session </li></ul><ul><li>Increase in the telecast rights of EPL clearly indicates the increasing base of EPL fans </li></ul><ul><li>627 Million people watched Football World Cup 2006 </li></ul><ul><ul><ul><ul><li>(Source: The Guardian, Feb’2009) </li></ul></ul></ul></ul>Increasing Interest of Football In India There is a definite need for a dedicated communication platform For EPL Fans in India
  7. 7. <ul><li>Social Network for EPL Fans </li></ul><ul><li> </li></ul>Solution The content & technology team at Cloud9 build an exclusive platform for EPL Fans in India
  8. 8. <ul><li>Social Network for EPL Fans </li></ul><ul><li> </li></ul><ul><li>The network was created </li></ul><ul><li>to enable the following </li></ul><ul><li>Increase interactivity </li></ul><ul><li>More Content exchange (pictures/videos) </li></ul><ul><li>Brand discussions </li></ul>Solution
  9. 9. Solution Cloud9 created a surround sound impact for the social network using twitter, Facebook Characters, Fan pages etc
  10. 10. Fan & Brand Conversations Logic Multiple users were engaging with EPL Fans across social networks and guiding them
  11. 11. Response Extensive user generated content Over 2000 Visits Over 1200 Absolute Unique Visitors Over 10,000 Page Views In just 60 days
  12. 12. Result EPL for India and its supported properties on Facebook and Twitter reached 185,853 People in a span of 30 Days Total touch points with existing NIKE and EPL fans 20 per month That is 37, 17, 060 Unique Messages in a month.
  13. 13. Welcome to World 2.0! Did You know? 2/3 of the economy is now influenced by Personal Recommendations Source McKinsey & Company Only 14% of people trust ads 78% of people trust consumer Recommendations Source: Neilsen Global Trust In Advertising Survey, 2008
  14. 14. Investment Return on Social Media <ul><li>At less than 1/4 th the cost of your </li></ul><ul><li>Total Marketing & Communications Budget </li></ul><ul><li>You can use Social Media to Enhance </li></ul><ul><li>PR </li></ul><ul><li>Customer Service </li></ul><ul><li>Loyalty Building </li></ul><ul><li>Collaboration </li></ul><ul><li>Networking </li></ul><ul><li>Thought Leadership </li></ul><ul><li>New Customer Acquisition </li></ul>
  15. 15. So what’s the BEST way to communicate on Social Media? View Cloud 9 Credentials
  16. 16. Two Ways to do it <ul><li>Option One: Do it yourself </li></ul><ul><ul><li>But it’s time-consuming </li></ul></ul><ul><ul><li>You’ll need to pay someone to create the conversation </li></ul></ul><ul><ul><li>You’ll need to pay someone to monitor the conversation </li></ul></ul><ul><ul><li>If you want to respond you need to speak the ‘language’ </li></ul></ul><ul><ul><li>If you miss something, too bad </li></ul></ul><ul><ul><li>Great for small businesses without many conversations </li></ul></ul><ul><li>Option Two: Professional Social Media Communications from CLOUD 9 </li></ul><ul><ul><li>Get the benefit of PR, advertising, promotions, events etc </li></ul></ul><ul><ul><li>Cost of per message as low as 1 paisa </li></ul></ul><ul><ul><li>No need to chase CONSUMERS , they come to you </li></ul></ul><ul><ul><li>You can see who is doing the talking </li></ul></ul><ul><ul><li>You can get advice on how to respond </li></ul></ul><ul><ul><li>You know you won’t miss anything because someone else </li></ul></ul><ul><ul><li>is doing the watching </li></ul></ul><ul><ul><li>You can benchmark against your competitors and chart data </li></ul></ul>cloud9
  17. 17. Lets get your brand talking! WRITE TO US Nipun Kapur (Global Sales) Ritesh Mathur (India Sales) 9818450157 9717775750 [email_address] [email_address] Log on to