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 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
‣ Why
‣ Who
‣ Where/What
‣ How

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.)

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
• 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