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Nike & Social Media
maandag 21 september 2009
Nike & Social Media21/9/2009
maandag 21 september 2009
Hi, I’m Bart
maandag 21 september 2009
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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maandag 21 september 2009
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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maandag 21 september 2009
Caution!
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maandag 21 september 2009
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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