The Nike+ Human Race
     Social Media Strategy
Social Media

‣ Why
‣ Who
‣ Where/What
‣ How
Running with Engagement & Passion
Social Media is about Engagement & Passion
Social Media
‣ Why
‣ Who
‣ Where/What
‣ How
•   Age range: 18-40

    •   Students/Office-workers

        •   People in China's major cities

            •   Netizen ...
•   They are Young, but have a lot of Pressure

•   They are Online, but lack of real Interaction

•   Want to be Cool, bu...
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
‣ Why
‣ Who
‣ Where/What
‣ How
Social Media is Everywhere on the Web.
(not only on official websites)


Social Media is about Social
(Build Relationships ...
Social Media Tools
                      Official Blog / Blogger Word-of-Mouth


                      Video Collections / ...
Social Media
‣ Why
‣ Who
‣ Where/What
‣ How
LoRaF Blog




from Focusing to Conversation
Platform: WordPress


   •   Popular & Easy to use

   •   Nike+ Themes & Widgets

   •   Standards compliance & SEO ready...
Write a Real Blog

Content                         Style

•                               •
    LoRaF Philosophy          ...
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 Pioneer...
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 b...
•   Make Chinese Subtitles;

•   Find / Make Viral Videos;

•   Upload Videos to Chinese Video sharing sites;

•   Spread ...
SNS Groups/Applications


                                  User: 40M
                    User: 140M
                    A...
•   Move the Facebook App to Chinese
    SNS platforms;

•   Develop unique SNS Apps (casual
    games) for Chinese users;...
Branded Microblogging
How to…
•   Listen before updating messages.
    It's easy to set up and subscribe to a search of your brand or company
  ...
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Social Media Marketing: Nike Plus Human Race

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  • Look here for overview/ translation analogies between western networks, chinese networkds
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  • A good presentation about social media strategy ... that you can not download ;);)
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  • It would be useful if some results in terms of 'fans', membership increase in races, groups etc was added as a last slide. And yes, if Nike sales increased after the campaign.Also what was the duration of the main phase of this program?
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Social Media Marketing: Nike Plus Human Race

  1. 1. The Nike+ Human Race Social Media Strategy
  2. 2. Social Media ‣ Why ‣ Who ‣ Where/What ‣ How
  3. 3. Running with Engagement & Passion
  4. 4. Social Media is about Engagement & Passion
  5. 5. Social Media ‣ Why ‣ Who ‣ Where/What ‣ How
  6. 6. • Age range: 18-40 • Students/Office-workers • People in China's major cities • Netizen outside Internet Cafes • Amateur/Professional Athletes
  7. 7. • 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
  8. 8. One Definition: LoRaF (Life of Running and Fun)
  9. 9. What they want? • They want to enjoy the Life of Running and Fun Who they are? • We call them LoRaF Pioneers
  10. 10. Social Media ‣ Why ‣ Who ‣ Where/What ‣ How
  11. 11. 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 )
  12. 12. 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.)
  13. 13. Social Media ‣ Why ‣ Who ‣ Where/What ‣ How
  14. 14. LoRaF Blog from Focusing to Conversation
  15. 15. Platform: WordPress • Popular & Easy to use • Nike+ Themes & Widgets • Standards compliance & SEO ready • Multiple authors & Permission Management
  16. 16. 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 …… ……
  17. 17. Mirror Blogs In China, Blogs get noticed easily when they are on……
  18. 18. 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.
  19. 19. LoRaF Widget Drive traffic to LoRaF blog Encourage LoRaF through their blogs Interactive with Nike+
  20. 20. 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
  21. 21. • Make Chinese Subtitles; • Find / Make Viral Videos; • Upload Videos to Chinese Video sharing sites; • Spread through blogs & other Social Media.
  22. 22. 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
  23. 23. • Move the Facebook App to Chinese SNS platforms; • Develop unique SNS Apps (casual games) for Chinese users; • LoRaF / Human Race Groups; • LoRaF blog synchronization.
  24. 24. Branded Microblogging
  25. 25. 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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