Nathalie Harabi Emmelyne M’ze Jean-Christophe Baudoux

Alexandre Hoffmann Stéphane St Denis

Nike

American multinational corporation created in 1972

Engaged in the design, development, manufacturing and worldwide marketing

Specialized in footwear, apparel, equipment, accessories and services

Nike

1973Nike Waffle

1979Nike Tailwind

1982Nike AirForce One

1984Nike Air Jordan

1995Nike Women

2005Nike ID

2006Nike+ (Nike + Ipod)

Nike

- Sport equipement stores- Flagship & concept stores

- Website

Nike is the leader on footwear market

Main competitor is Adidas

Distribution

Competitors31%  

16%  6%  7%  

6%  5%  4%  2%  5%  

18%  

ATHLETIC  FOOTWEAR  -­‐  GLOBAL  MARKET  SHARES  

NIKE    

ADIDAS  

REEBOK  

PUMA  

NEW  BALANCE  

ASICS  

CONVERSE  

K-­‐SWISS  

SKECHERS  

31%  

16%  6%  7%  

6%  5%  4%  2%  5%  

18%  

ATHLETIC  FOOTWEAR  -­‐  GLOBAL  MARKET  SHARES  

NIKE    

ADIDAS  

REEBOK  

PUMA  

NEW  BALANCE  

ASICS  

CONVERSE  

K-­‐SWISS  

SKECHERS  

ATHLETIC FOOTWEAR GLOBAL MARKET SHARES

OTHERS

Nike Running France Facebook Page

163 144 likes

13707 PTA Most popular week 22 sept. 2013Most popular cityParisMost popular age group18-24 years old

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.

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.

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.

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.

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.

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 be-cause 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

A very responsive community manager

Engaging Product and Promotion Communication - #justdoit

Data output - Indexes

Index of Brand’s Active Conversations

Index of Users’ Active Conversations

Customer Care Index

96%

60%

100%

Content posted by the Brand is interesting for the followers

Followers of the page are active

The community managers try to animate the discussions

Content posted by the users is less attractive than the brand’s content

Some of the posts are very personal

There are spams and advertising => not relevant

Community managers answer to every questions in timeCommunity managers are very implicated

Conclusion

+ -Community managers are very active

Customer care is efficient

Community managers tend to say more or less the same to users

Contents are appreciatedContents are somehow very similar

Majority of visual contents

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.

Not enough competition engaged by the brand

Facebook page Adapted to the country

Below the line marketing

16/20

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

Creative contests (videos/pictures of users)

Entice users to like and share (written)

Create Instagram account linked to the FB page (acquire new fans)

#justdoit