social media marketing: nike plus human race
TRANSCRIPT
The Nike+ Human RaceSocial Media Strategy
Social Media
‣ Why‣ Who
‣ Where/What
‣ How
Running with Engagement & Passion
Social Media is about Engagement & Passion
Social Media‣ Why
‣ Who‣ Where/What
‣ How
• Age range: 18-40
• Students/Office-workers
• People in China's major cities
• Netizen outside Internet Cafes
• Amateur/Professional Athletes
• They are Young, but have a lot of Pressure
• They are Online, but lack of real Interaction
• Want to be Cool, but also working hard
• Love Running, need more Encouragement
One Definition: LoRaF(Life of Running and Fun)
What they want?
• They want to enjoy the Life of Running and Fun
Who they are?
• We call them LoRaF Pioneers
Social Media‣ Why
‣ Who
‣ Where/What‣ How
Social Media is Everywhere on the Web. (not only on official websites)
Social Media is about Social(Build Relationships not only contents)
Social Media supported by various Tools(Use the same tools your audience are using )
Official Blog / Blogger Word-of-Mouth
Social Media Tools
Video Collections / Viral Videos
Branded Groups / SNS Applications
Branded Microblog / Runner’s Lifestreaming
Official BBS Community / BBS Buzzing
Other Tools:(Photo Sharing, Social Bookmarking, Podcasting, Online games, etc.)
Social Media‣ Why
‣ Who
‣ Where/What
‣ How
LoRaF Blog
from Focusing to Conversation
• Popular & Easy to use
• Nike+ Themes & Widgets
• Standards compliance & SEO ready
• Multiple authors & Permission Management
Platform: WordPress
Write a Real Blog
Content
• LoRaF Philosophy
• Running knowledge
• Human Race Events
• LoRaF Pioneers’ Interview
• Guest Posts
……
Style
• be personal
• be active
• open to comments
• make responses
……
Mirror Blogs
In China, Blogs get noticed easily when they are on……
Blogger Word-of-Mouth
To get blogged…
• Find related Opinion Leaders;
• Invite Bloggers to join the LoRaF Pioneers;
• Provide Widgets for different Blog Platforms;
• Participate in blogger’s Discussions.
LoRaF WidgetDrive traffic to LoRaF blog
Encourage LoRaF through their blogsInteractive with Nike+
Video Collections/Viral Video
We have it on YouTube,but it’s not enough for Chinese netizen,We need more Viral Videos besides Commercialsand localized video pages
• Make Chinese Subtitles;
• Find / Make Viral Videos;
• Upload Videos to Chinese Video sharing sites;
• Spread through blogs & other Social Media.
SNS Groups/Applications
User: 40M Alexa: 165
User: 140M Alexa: 513
Young People in different cities
Most of Chinese college students
Both of them have Open Platform
• Move the Facebook App to Chinese SNS platforms;
• Develop unique SNS Apps (casual games) for Chinese users;
• LoRaF / Human Race Groups;
• LoRaF blog synchronization.
Branded Microblogging
How to…
• Listen before updating messages.It's easy to set up and subscribe to a search of your brand or company name.
• Add value to your followers.Provide useful content for those that choose to follow you.
• Only follow when followed or mentioned. Having an anonymous entity follow you is a bit like receiving spam - you don't know who it is or why you're getting it.
• Reply to the messages directed at you.Questions should be answered, converse with others as a real person.
• Use replies rather than direct messages. Be transparent about what you're saying to others on Twitter.
Don’t forget BBS
BBS is central to the Chinese internet.
10 million daily posts, 1.6 billion daily page views.
So…
Spread the word of LoRaF Philosophy, Events Information, Nike+ Products, etc.
But, don’t limited in the official forums.
西祠─体育世界 http://www.xici.net/sport/ 天涯─体育聚焦 http://cache.tianya.cn/ 网易─体育论坛 http://bbs.sports.163.com/ 猫扑─体育论坛 http://bbs.news.mop.com/forumdisplay.php?fid=85 QQ吧─体育吧 http://qbarzh.sports.qq.com/ 新浪─体育论坛 http://bbs.sports.sina.com.cn/group.php?tree=1&gid=4搜狐─体育社区 http://club.sports.sohu.com/
Photo SharingFlickr.comYupoo.com
…
Social BookmarkingDelicious.comShuQian.com
…
In Game AdsSuper PaoPaoFree Style FS
…
Alternatives
Flickr
SNS
Delicious LoRaF B
log
IGA
Video
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Life of Running and Fun
Schedule
Budget Distribution
Thank you for your time!