Social Media Marketing Analysis of Nike Running Facebook Page - Country: France. Recommendations included for better performance. Evaluation period: last 100 posts on 26/02/14 Creators/twitter: @mrhfmn + @NathalieHarabi + @Stephan_Denis + Emmeline + JC Teacher/Advisor: Tiziano Tassi - Twitter: @TizianoTassi School: Kedge BS - Twitter: @KedgeBS

1. Nathalie Harabi
Emmelyne M’ze
Jean-Christophe Baudoux
Alexandre Hoffmann
Stéphane St Denis

2. Nike
Nike
American multinational corporation created in 1972
Engaged in the design, development, manufacturing
and worldwide marketing
Specialized in footwear, apparel, equipment,
accessories and services
1973
Nike Waffle
1979
Nike Tailwind
1995
1982
Nike AirForce One
Nike Women
2005
Nike ID
1984
Nike Air Jordan
2006
Nike+ (Nike + Ipod)

3. Nike
Distribution
- Sport equipement stores
- Flagship & concept stores
- Website
ATHLETIC FOOTWEAR
Global MARKET SHARES
ATHLETIC
FOOTWEAR
-­‐
GLOBAL
MARKET
SHARES
ATHLETIC
FOOTWEAR
-­‐
GLOBAL
MARKET
SHARES
NIKE
NIKE
18%
18%
31%
5%
5%
2%
2%
4%
4%
5%
5%
6%
16%
7%
6%
6%
7%
6%
ADIDAS
31%
REEBOK
PUMA
ADIDAS
REEBOK
Nike is the leader on footwear market
PUMA
NEW
BALANCE
NEW
BALANCE
ASICS
16%
ASICS
CONVERSE
K-­‐SWISS
Competitors
Main competitor is Adidas
CONVERSE
SKECHERS
K-­‐SWISS
OTHERS
SKECHERS

4. Nike Running France Facebook Page
163 144 likes
13707 PTA
Most popular week
22 sept. 2013
The Nike Running Facebook page is a collective of runners
affiliated to Nike and to the Nike + community.
The goal of the page is to promote the brand’s products and
also to increase the Nike + community through Branding,
Infotainment and Events.
Most popular city
Paris
Most popular age group
18-24 years old

5. Brand data output - posts’ categories
Product Communication: generates traffic on their website +
increase sales (example: http://go.nike.com/Flyknit_Lunar2) invites you to feel the essence of the product.
Branding: awareness + user engagement – many fans
commenting (fanship & endorsement)
Makes the brand live without going though direct
advertisement.
Infotainment: majorly communicated through videos and
endorsing celebrities – entertains the fan base and favors viral
marketing.

6. Brand data output - comments’ categories
Customer care comments dwarfs the rest:
Nike is very responsive and attentive to customer concerns.
Customer satisfaction, to retain customers – cheaper than
seeking new customers!
Branding:
Entertains customers and feeds the conversation between
users.

7. Fans data output - posts’ categories
The conversation between users:
Fans are very engaged. They like to post pictures of their
performances. An opportunity for Nike to make their facebook
live and let consumers interact between each other.
Info request:
For product, events and application inquiries. Always lively.
Fanship:
Very high whereas claims and complaints are fairly low but still
have to be managed with great care to prevent any escalation
to a crisis.

8. Fans data output - comments’ categories
Notice the same trend as in the fan’s posts – high fanship, conversation between users and
information request.
Again, the numbers of claims stay fairly low.

9. Data output - Response nature and engagement
The users are interested in what the brand posts
The community is active as it is a sport community around a brand
Users are active between each other
The chart is what we expected for a page like Nike Running France because they support the brand and talk about it. Moreover, there is much
conversations between users because they share their goals.
There is not many claims and complaints as the products are generally
of good quality and innovative. Moreover, the Nike + users are very
proud of their community and like to share the innovations of their brand.
Posts from page are much more engaging than posts from users.
Engaging Branding Pictures
Engaging Product and Promotion Communication - #justdoit
A very responsive community manager

10. Data output - Indexes
Index of Brand’s Active Conversations
Content posted by the Brand is interesting for the followers
96%
Followers of the page are active
The community managers try to animate the discussions
Index of Users’ Active Conversations
Content posted by the users is less attractive than the brand’s content
60%
Some of the posts are very personal
There are spams and advertising => not relevant
Customer Care Index
Community managers answer to every questions in time
Community managers are very implicated
100%

11. Conclusion
Overall the French Nike community and Facebook page are well managed and taken care of. The community managers try
really hard to make the community live and the user’s seem interested.
+
Community managers are very active
Customer care is efficient
Contents are appreciated
Majority of visual contents
-
Community managers tend to say more or less the
same to users
Contents are somehow very similar
Not enough competition engaged by the brand
Facebook page Adapted to the country
Below the line marketing
16/20

12. Recommendations for straight As
Create more diversified contents
Personnalise more the brand’s comments
Add more competitions & challenges between users
Create a Facebook Nike + App on the page
Add Nike + Tab to show runners ranking
Create Instagram account linked to the FB page (acquire new fans)
Creative contests (videos/pictures of users)
Entice users to like and share (written)

13. #justdoit