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NIKE+: la brand community come business strategy

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Come creare una solida brand community? In questa presentazione analizziamo il caso di NIKE+ e le chiavi del suo successo. Seguiteci anche sul nostro blog brandingfrombelow.wordpress.com!

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NIKE+: la brand community come business strategy

  1. 1. Brand Community: Il caso Nike+
  2. 2. 1. CROWDSOURCING COMMUNITY
  3. 3. 1. CROWDSOURCING COMMUNITY Tipologie di relazioni Brand Community Possibili relazioni Consumatore - Prodotto Consumatore - Brand Consumatore - Azienda Consumatore - Consumatore
  4. 4. 1. CROWDSOURCING COMMUNITY Brand Platform Community Brand Community 8 milioni di italiani partecipano abitualmente a community legate a specifici brand. Social Network Brand Platform
  5. 5. 1. CROWDSOURCING COMMUNITY Brand Platform Community 70%delle brand platform community fallisce. (Gartner, 2012)
  6. 6. 1. CROWDSOURCING COMMUNITY Brand Platform Community “Abbiamo dato ai colleghi la possibilità di postare video e commenti. L’obiettivo era quello di creare una community di apprendimento. Immaginavamo una forte adesione. Non andò così. Il numero di post si contava sulle dita di una mano.” (Gianluca Ventura, Direttore HR Europa Vodafone)
  7. 7. 1. CROWDSOURCING COMMUNITY Brand Platform Community Altri brand caduti nella trappola.
  8. 8. Goal “Non si crea una comunità. Le comunità esistono già e fanno ciò che vogliono.” (Mark Zuckerberg)
  9. 9. 2. CASE HISTORY: NIKE+
  10. 10. “It’s not a shoe, it’s a community.” (Mark G. Parker, Nike Ceo, 2006)
  11. 11. 2. CASE HISTORY: NIKE+ Creare dei ponti
  12. 12. 2. CASE HISTORY: NIKE+ Tipologie di relazioni Tutte le relazioni sono attive Relazioni attive in Nike+ Consumatore - Prodotto Consumatore - Brand Consumatore - Azienda Consumatore - Consumatore
  13. 13. 2. CASE HISTORY: NIKE+ Crescita del valore di Nike È UNA STRATEGIA DI BUSINESS
  14. 14. 2. CASE HISTORY: NIKE+ Le chiavi del successo 1. Strategia di business 2. Grande visione 3. Essere disruptive 4. Partnership strategiche 5. Innovazione aperta
  15. 15. 2. CASE HISTORY: NIKE+ Grande visione Creare relazioni tra tutti gli atleti del mondo.
  16. 16. 2. CASE HISTORY: NIKE+ Essere disruptive Pronti a cambiare tutto.
  17. 17. LE CHIAVI DEL SUCCESSO Partnership strategiche In a good company
  18. 18. LE CHIAVI DEL SUCCESSO Innovazione aperta Acceleratore per startup.
  19. 19. info@coppalandini.com www.coppalandini.com

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