Nike used social media like blogs, Facebook, Twitter, and Netlog to engage bloggers and online influencers with its Nike+ product and brand. It provided them a positive brand experience and listened to their feedback. Nike then facilitated and encouraged conversations across platforms to spread awareness of Nike+ and generate word of mouth promotion. Through this approach, the campaign exceeded engagement goals and resulted in over 120 blog posts and 180 tweets, creating new brand ambassadors and a positive impression of Nike+ and the company.

1. Nike & Social Media
maandag 21 september 2009

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

3. Hi, I’m Bart
maandag 21 september 2009

4. Conversation starters
maandag 21 september 2009

5. Social Media?
maandag 21 september 2009

6. Web 2.0
maandag 21 september 2009

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

8. maandag 21 september 2009

9. Yelling does not work anymore
maandag 21 september 2009

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

11. Nike+
maandag 21 september 2009

12. 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

13. maandag 21 september 2009

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

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

16. Remember...
maandag 21 september 2009

17. maandag 21 september 2009

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

19. Social Media?
blogs
Facebook
Twitter
Netlog
Used to support, stimulate, facilitate
the Blog Challenge.
maandag 21 september 2009

20. maandag 21 september 2009

21. Leverage the network
effect
maandag 21 september 2009

22. The Setup
maandag 21 september 2009

23. 4 phases
warm-up women
men join in
worldwide challenge
Brussels 20km
maandag 21 september 2009

24. maandag 21 september 2009

25. Caution!
maandag 21 september 2009

26. maandag 21 september 2009

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

28. maandag 21 september 2009

29. The numbers
maandag 21 september 2009

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

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

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

33. Conclusion
maandag 21 september 2009

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

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

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

37. The overall feel of the
participants is positive
towards the brand, Nike+
and campaign.
-> Word of Mouth effect
maandag 21 september 2009

38. Questions?
maandag 21 september 2009

39. 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

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