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Nike & Social Media




maandag 21 september 2009
Nike & Social Media
                            21/9/2009




maandag 21 september 2009
Hi, I’m Bart



maandag 21 september 2009
Conversation starters




maandag 21 september 2009
Social Media?




maandag 21 september 2009
Web 2.0


maandag 21 september 2009
Web 2.0
            The ‘new’ web
                      creation
                      social
                      decentralized




maandag 21 september 2009
maandag 21 september 2009
Yelling does not work anymore




maandag 21 september 2009
What does work?
                      Listen
                      Facilitate
                      Converse




maandag 21 september 2009
Nike+




maandag 21 september 2009
Goal:
                      get new active runners into contact
                      with Nike+ as brand and as product
                      reactivate existing Nike+ runners
                      expand the network of Nike+
                      ambassadors
                      start conversations around Nike+


maandag 21 september 2009
maandag 21 september 2009
Give a well-chosen group
                            of bloggers a
                            brand experience.



maandag 21 september 2009
Approach:
                      select the right bloggers
                      listen to their feedback
                      facilitate them to spread the message
                      keep the conversation going




maandag 21 september 2009
Remember...




maandag 21 september 2009
maandag 21 september 2009
What does work?
                      Listen
                      Facilitate
                      Converse




maandag 21 september 2009
Social Media?
                      blogs
                      Facebook
                      Twitter
                      Netlog

                      Used to support, stimulate, facilitate
                      the Blog Challenge.

maandag 21 september 2009
maandag 21 september 2009
Leverage the network
                            effect



maandag 21 september 2009
The Setup




maandag 21 september 2009
4 phases
                      warm-up women
                      men join in
                      worldwide challenge
                      Brussels 20km




maandag 21 september 2009
maandag 21 september 2009
Caution!




maandag 21 september 2009
maandag 21 september 2009
It’s not all downhill
                      initial trouble with technology
                      resolved swiftly
                      negative reporting turned into positive
                      feedback




maandag 21 september 2009
maandag 21 september 2009
The numbers




maandag 21 september 2009
Blogs
                      120 blogposts (expected 20)
                      Nike+ widget integrated by each
                      blogger
                      valuable feedback




maandag 21 september 2009
Twitter
                      180 tweets
                      5 active Twitterati, average of 280
                      followers
                      interaction between Bloggers and
                      followers about brand and campaign




maandag 21 september 2009
Netlog
                      friends: 8.185
                      visitors: 56.263
                      pictures: 1000+ votes
                      guest book: 645 comments




maandag 21 september 2009
Conclusion




maandag 21 september 2009
Listen
                      identify relevant online influentials
                      offer an experience
                      create new ambassadors with online
                      impact




maandag 21 september 2009
Facilitate
                      facilitate to spread the message
                      solve possible problems
                      keep the conversation going




maandag 21 september 2009
Converse
                      interaction between bloggers and Nike
                      interaction between bloggers and
                      followers
                      across different platforms




maandag 21 september 2009
The overall feel of the
                            participants is positive
                            towards the brand, Nike+
                            and campaign.

                            -> Word of Mouth effect

maandag 21 september 2009
Questions?
maandag 21 september 2009
Bart
                            E: bart@talkingheads.be
                            T: +32 495 51 36 36



                               Sofie
                            E: sofie@talkingheads.be
                            T: +32 478 20 84 11




maandag 21 september 2009
E:info@talkingheads.be
                            T: +32 9 269 52 45




maandag 21 september 2009

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Nike & Social Media