Published on February 27, 2014
Nathalie Harabi Emmelyne M’ze Jean-Christophe Baudoux Alexandre Hoffmann Stéphane St Denis
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)
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
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
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 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
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%
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
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)
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