Top of Mind Awareness

Nike established themselves as a top of mind company when they endorsed

Michael Jordan in 1984. This relationship was the beginning of what Nike is today.

They connect athletes all over the world with their products. By utilizing social

media, they have created a huge following that will only increase their success.

Nike has eight different Facebook accounts, which total over 52 million

followers. They also utilize Twitter and have one of the largest followings on

Instagram. Nike has a very active following of fans on their pages and they range

from all ages. They leave comments, post pictures and communicate with each other

on posts. This photo that was uploaded to their main Facebook page on St. Patrick’s

Day got more than 11 thousand likes.

With such a great following, Nike leads the way for athletic companies in

social media. The way they have segregated their different markets has allowed for

them to build strong relationships with specific audiences. With their top of the line

products, Nike has taken the athletic market to a whole new level.

Transparency

In order for companies to build good relationships with their customers, they

must be transparent. Transparency allows for companies to expose themselves by

revealing their identities. Social media allows for a lot of transparency because they

are so visual. People are able to post anything on these websites so it is important

that companies respond quickly and appropriately to their followers. Transparency

allows for customers to familiarize themselves with the company.

Companies want to provide customers with a sense of familiarity, so it is

important that throughout all of their social media platforms, there is uniformity.

When people visit Nike’s various sites, there should be some correlation between all

of them.

Nike is such a huge organization that provides for many different types of

people. Nike has recognized this and has responded by creating Twitter and

Facebook pages that cater to specific audiences. These sites are available right on

the homepage of their website, making it easy for audiences to find them.

Although there are many different Nike organizations on social media, they

all still maintain a sense of uniformity. Each Nike user has the name Nike in it and it

is easy to pick out which sites are official because of the large amount of followings.

Since Nike is so popular, many people have made mock pages of their sites to try

and gain followers. Nike has still made it easy to distinguish themselves because of

the posts and the amount of followers they have gathered. They post regularly and

keep followers up to date on certain products that relate to the specific site they are

following.

On each social media site, there is a link to the website, and any other social

media platform that they use.

Also, on each different social media platform, Nike has the same quote or

phrase so it is easy for their followers to identify the official page. For example, on

the main Nike page, all social media platforms have the quote “If you have a body,

You’re an athlete.”

Overall, Nike has established a strong identity. Their frequent updates make

it easy for followers to comment, which gives them a lot of transparency. Nike also

does a great job leading their customers to the correct social media sites. They are a

company that is dedicated to providing their customers with top-notch products,

and that is proven through all of their social media platforms.

Brevity & Relevance

Nike has long been a frontrunner in producing top of the line quality athletic

apparel and shoes with its most recent jump to sponsoring the NFL giving it a 22%

increase in sales in North America this year. Using social media is nothing new at

Nike, but they have set the precedent in how to market their name to a wide

audience by creating separate sub-pages for each sport and category that Nike

Creates athletic gear for.

One of Nike’s most recent campaigns that they are heavily marketing is

https://twitter.com/nikebetterworld. They have even given the campaign its own

Twitter Page that has already reached over 22,000 followers. The Nike Better World

campaign focuses on making shoes and apparel with recycled materials and using

the words “Performance and Sustainability” on the front of the twitter page. At a

time where “going green” is the way to go, Nike has chosen the perfect campaign to

gain more customers using an eco-friendly approach. Nike’s main twitter page also

sends workout routines to its followers and other ways to stay healthy and active.

Nike’s main Facebook page has just over 12 million “likes” but the company

also has over 30 separate pages for different sports with Nike Football’s page

generating up to 17 million “likes”. The Reuse-A-Shoe program created by Nike

takes donated shoes and recycles them to create playing surfaces and courts in low

income areas around the world for those less fortunate just to give them a chance to

play something they love, even if they don’t have the means of doing it. Through

Nike’s Facebook page, fans can see where courts and playing surfaces have been

made and are updated regularly on the success of the program.

Measurement of Success

Nike has an online presence, greater than most sneaker companies. They

have an entire community of customers not only in the stores, but also online. Their

website is only a small fraction of their online connectivity. Like any other store,

they measure their success based off the majority of in-store and online sales. Nike,

measures the majority of online success through their interactive website, Facebook

and Twitter. Nike is special and they set the bar high for competitors. Nike

themselves, excluding fan based pages have 6 Facebook pages and 6 Twitter

accounts.

Facebook:

Nike: 12,362,282 likes - 60,979 talking about this

NikeFuel: 162,524 like - 2,220 talking about this

Nike Basketball: 4,844,532 likes - 38,528 talking about this

Nike Running: 1,367,388 likes - 40,935 talking about this

Nike Football: 16,917,319 likes - 193,640 talking about this

Nike Sportswear: 1,458,512 likes - 7,155 talking about this

US Nike Football: 2,392,628 likes - 56,948 talking about this

Nike Women: 1,579,562 likes - 13,562 talking about this

Twitter:

Nike: 955,282 followers

NikeFuel: 120,774 followers

Nike Basketball: 539,354 followers

Nike Running: 169, 773 followers

Nike Football: 1,095,903 followers

Nike Sportswear: 188,973 followers

US Nike Football: 202,557 followers

Nike Women: 116,341 followers

Nike has a variety of online portals to measure there success. They are able

to measure and keep track of their Facebook pages by measuring the number of

likes per page. They are also able to track their current followers based on

comments, tags, and active conversation. In order to keep track of active twitter

crowd, they can measure the number of followers they gain, and they can measure

conversation by monitoring the number of tweets, retweets and hash-tags.

Members:

Members are the building blocks, the essentials for a successful social media

presence. It is vital as the social media coordinator to keep your active users

engaged and bring your “browsing” and “passive” members to an active member

status. As a social media coordinator it is vital to maintain the engaged users and

keep them engaged and never have them drop to a “passive” or “browsing” level. To

avoid the mishaps of disengaging members and to continue to grow member

population, monitoring the likes and dislikes of the members is a crucial step in the

social media connection.

To complete this crucial step, categorizing the members based on their

engagement can be done by using the Social Technographics Profile ladder.

According to Fosters Social Technogrpahics profile, we would categorize our

members as follows: creators, critics, collectors, joiners, spectators and the

inactives. After all the members via Twitter and Facebook are categorized, Nike’s

major concern are the joiners, spectators and the inactives. Along with Fosters

Social Technographics Profile, Nike will have to use other resources to measure

their online audience.

Klout.com is another effective social media tool for Nike to use, when

evaluating their members. Klout.com will give you a score between 1 - 100, that

score is a reflection on the activity within your social networking sites. This website

would help Nike to discover who they influence and what specific topics they are

being influential on. From Nike’s point of view, they can inspire their members to

run, play sports and/or engage in physical activity.

In order for Nike to measure the effectiveness of one or all of their Twitter

site, they can use tweeteffect.com, this site will help them in determining how many

followers were lost or gained depending on the success or unsuccessfulness of a

tweet. As the social media coordinator, and the administrator of the Facebook page,

Nike’s social media coordinator can use Facebook insights to gain a deeper

understanding of what there members are talking about and looking for when

visiting any of their many social media pages.

Content Analysis

The content analysis is to display the feedback from their members; based on

their like, comments, feedback and conversation. Nike is a very engaged company,

especially in the social media and online world. They have 12 different social media

sites,

six on

Facebook and six on Twitter, each page corresponding with one another and a very

interactive website, which directs member to their blogs, and social media pages.

Having a large presence allows them to reach every members or potential members

needs, leaving no leaf unturned.

Innovators Case Study

Professor TuttMarch 21, 2013

Danny Vilet