Social Media Marketing: Nike Plus Human Race

The Nike+ Human Race Social Media Strategy

Social Media ‣ Why ‣ Who ‣ Where/What ‣ How

Running with Engagement & Passion

Social Media is about Engagement & Passion

• Age range: 18-40 • Students/Ofﬁce-workers • People in China's major cities • Netizen outside Internet Cafes • Amateur/Professional Athletes

• They are Young, but have a lot of Pressure • They are Online, but lack of real Interaction • Want to be Cool, but also working hard • Love Running, need more Encouragement

One Deﬁnition: LoRaF (Life of Running and Fun)

What they want? • They want to enjoy the Life of Running and Fun Who they are? • We call them LoRaF Pioneers

Social Media is Everywhere on the Web. (not only on ofﬁcial websites) Social Media is about Social (Build Relationships not only contents) Social Media supported by various Tools (Use the same tools your audience are using )

Social Media Tools Ofﬁcial Blog / Blogger Word-of-Mouth Video Collections / Viral Videos Branded Groups / SNS Applications Branded Microblog / Runner’s Lifestreaming Ofﬁcial BBS Community / BBS Buzzing Other Tools: (Photo Sharing, Social Bookmarking, Podcasting, Online games, etc.)

LoRaF Blog from Focusing to Conversation

Platform: WordPress • Popular & Easy to use • Nike+ Themes & Widgets • Standards compliance & SEO ready • Multiple authors & Permission Management

Write a Real Blog Content Style • • LoRaF Philosophy be personal • • Running knowledge be active • • Human Race Events open to comments • • LoRaF Pioneers’ Interview make responses • Guest Posts …… ……

Mirror Blogs In China, Blogs get noticed easily when they are on……

Blogger Word-of-Mouth To get blogged… • Find related Opinion Leaders; • Invite Bloggers to join the LoRaF Pioneers; • Provide Widgets for different Blog Platforms; • Participate in blogger’s Discussions.

LoRaF Widget Drive trafﬁc to LoRaF blog Encourage LoRaF through their blogs Interactive with Nike+

Video Collections/Viral Video We have it on YouTube, but it’s not enough for Chinese netizen, We need more Viral Videos besides Commercials and localized video pages

• Make Chinese Subtitles; • Find / Make Viral Videos; • Upload Videos to Chinese Video sharing sites; • Spread through blogs & other Social Media.

SNS Groups/Applications User: 40M User: 140M Alexa: 513 Alexa: 165 Young People in Most of Chinese different cities college students Both of them have Open Platform

• Move the Facebook App to Chinese SNS platforms; • Develop unique SNS Apps (casual games) for Chinese users; • LoRaF / Human Race Groups; • LoRaF blog synchronization.

Branded Microblogging

How to… • Listen before updating messages. It's easy to set up and subscribe to a search of your brand or company name. • Add value to your followers. Provide useful content for those that choose to follow you. • Only follow when followed or mentioned. Having an anonymous entity follow you is a bit like receiving spam - you don't know who it is or why you're getting it. • Reply to the messages dire

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Social Media Marketing: Nike Plus Human Race

by Liang Wang

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