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Nike & Social Media maandag 21 september 2009
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Talking Heads vertaalde de lentecampagne 2009 ‘Men vs Women Challenge’ voor Nike Belgium naar social media en meerbepaald naar een conversational marketingcampagne. Het verloop van die campagne, de belangrijkste cijfers en de valkuilen vind je in deze presentatie. Deze presentatie vind je ook terug op de Talking Heads blog: http://www.talkingheads.be/nl/blog
Transcript of Nike+
Nike & Social Media
maandag 21 september 2009
Nike & Social Media21/9/2009
maandag 21 september 2009
Hi, I’m Bart
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Conversation starters
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Social Media?
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Web 2.0
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Web 2.0
The ‘new’ web
creation
social
decentralized
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maandag 21 september 2009
Yelling does not work anymore
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What does work?Listen
Facilitate
Converse
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Nike+
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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+
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Give a well-chosen groupof bloggers a brand experience.
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Approach:select the right bloggers
listen to their feedback
facilitate them to spread the message
keep the conversation going
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Remember...
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What does work?Listen
Facilitate
Converse
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Social Media?blogs
Netlog
Used to support, stimulate, facilitate the Blog Challenge.
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Leverage the networkeffect
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The Setup
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4 phaseswarm-up women
men join in
worldwide challenge
Brussels 20km
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Caution!
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It’s not all downhillinitial trouble with technology
resolved swiftly
negative reporting turned into positive feedback
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maandag 21 september 2009
The numbers
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Blogs120 blogposts (expected 20)
Nike+ widget integrated by each blogger
valuable feedback
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Twitter180 tweets
5 active Twitterati, average of 280 followers
interaction between Bloggers and followers about brand and campaign
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Netlogfriends: 8.185
visitors: 56.263
pictures: 1000+ votes
guest book: 645 comments
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Conclusion
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Listenidentify relevant online influentials
offer an experience
create new ambassadors with online impact
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Facilitatefacilitate to spread the message
solve possible problems
keep the conversation going
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Converseinteraction between bloggers and Nike
interaction between bloggers and followers
across different platforms
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The overall feel of the participants is positive towards the brand, Nike+ and campaign.
-> Word of Mouth effect
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Questions?maandag 21 september 2009
BartE: [email protected]: +32 495 51 36 36
SofieE: [email protected]: +32 478 20 84 11
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