Nike+ 10K Human Race 2009: The Time of My Life

Presented By Sarah Kay Hoffman

• Facebook Fan Page – 723 Fans since August 15, 2009• Twitter – 1,552 Followers• Total Pied Piper Team Members – 1,039• Total Pied Piper Team Members (who logged at least 1 mile) – 906• Total Pied Piper Team Miles – 105,380.22 miles• Total Hits to Pied Piper Team Blog – 3,711 since September 30, 2009

OVERALL STATS (as of October 25, 2009)

I set up Google Analytics for my Blog (September 30, 2009 – October 26, 2009) All Continents that Visited Site

Americas Europe Asia Oceania

GOOGLE ANALYTICS

Sub-Continents that Visited Site Western Europe Western Asia Southern Europe Southern Asia South America Northern Europe Northern America

Micronesian Region Eastern Europe Eastern Asia Central America Caribbean Australia & New Zealand

GOOGLE ANAYTICS cont. Countries/Territories that Visited Site

41 Total Cities that Visited Site

635 Total

New Visitors

Returning Visitors

GOOGLE ANALYTICS cont. Different Languages Spoken of People that Visited Site

35 Total Traffic Sources – some of the 47 total

facebook.com direct (none) twitter.com blogger.com google (organic)

Keywords Nike Human Race 2009 2009 Human Race Shirt 2009 Nike+ Human Race Media 2009 Nike+ Human Race Shirt Blog Videos Humane Race

marteenvanvulpen.nl iconfactory.com sarahkayhoffman.blogspot.com yelp.com iamzaki.blogspot.com

hootsuite.com twittergadget.com twazzup.com forums.nike.com itweet.net google.com

GOOGLE ANALYTICS cont.

Thursday, October 1, 2009 00:00:55

Friday, October 2, 2009 00:01:27

Saturday, October 3, 2009 00:02:10

Sunday, October 4, 2009 00:02:14

Monday, October 5, 2009 00:01:32

Tuesday, October 6, 2009 00:02:07

Wednesday, October 7, 2009 00:02:45

Thursday, October 8, 2009 00:01:51

Friday, October 9, 2009 00:02:48

Saturday, October 10, 2009 00:03:27

Sunday, October 11, 2009 00:01:15

Monday, October 12, 2009 00:01:27

Tuesday, October 13, 2009 00:00:45

Wednesday, October 14, 2009 00:01:03

Thursday, October 15, 2009 00:03:19

Friday, October 16, 2009 00:00:44

Saturday, October 17, 2009 00:01:17

Sunday, October 18, 2009 00:00:37

Monday, October 19, 2009 00:01:32

Tuesday, October 20, 2009 00:01:08

Wednesday, October 21, 2009 00:01:33

Thursday, October 22, 2009 00:02:01

Friday, October 23, 2009 00:02:01

Saturday, October 24, 2009 00:01:40

Sunday, October 25, 2009 00:01:35

Average Time on Site

GOOGLE ANALYTICS cont.

Top Content by Title

Page Title Pageviews Unique Pageviews Avg. Time on Page

1. Nike+ Human Race 2009: The Day the World Stopped for a Run 1,273 897 00:03:16

2. Nike+ Human Race 2009 680 551 00:03:57

3. Nike+ Human Race 2009: What's Your "Jittery Jolt?!" CONTEST 224 183 00:04:05

4. Nike+ Human Race 2009: Dr. PowerSong - Let the PowerSong Move You

197 139 00:03:27

5. Nike+ Human Race 2009: Let's Talk Nike+ 182 101 00:02:14

6. Nike+ Human Race 2009: Human Race 2009: Are you REALLY a Challenger/Member of the Pied Pipers?

179 128 00:05:04

7. Nike+ Human Race 2009: Let the Nike+ Pied Piper Spirit Continue 172 125 00:03:22

8. Nike+ Human Race 2009: Mr. Zinck1 167 134 00:05:12

9. Nike+ Human Race 2009: Let's Be Nike+ Friends 121 115 00:03:01

10. Nike+ Human Race 2009: Slow & Steady Wins the Race 113 90

00:01:48

RECRUITING METHODS Twitter.com Twazzup.com Facebook Nike “Trash Talk” Boards Nike Forums Mountain House, CA Forum Yelp LinkedIn Blogger Cafemoms.com Nike Run Clubs – Danville & San Francisco, CA & Virtual High School/ College Virtual Runners Continuously engaging in online conversation whenever and wherever possible

PR FOR THE PIED PIPERS &/OR HUMAN RACE IN GENERAL

NBC LA News Anchorman, Chris Schauble Blog - Iron News Man - October 5, 2009 From the Netherlands & Maarten Van Vulpen Nike Field Reported Isis Roberts – Nike+ Human Race – LA Style Salt Lake Running Company

Nikerunning.com – Blog Posts

Pied Pipers: Starts with a You, Me & Us The Sound of the Pied Pipers 7 Reasons to Run the Nike+ 10K Human Race Enjoy the Ride Passion Doesn’t have an End Date

NIKE+ CHALLENGES Human Race – Pied Pipers Only – 2008 Book + T-Shirt

All Pipers to log at least 37 miles will be entered into drawing. New Pied Pipers Only – Human Race Preparation

Here's your chance to win a "Nike+ Replacement Sensor + Official 2009 Human Race T-Shirt." You already run a ton; here's to encourage you to run even more AND to Run with Us! Join the Human Race http://bit.ly/UZ1xd and then the Pied Pipers http://bit.ly/152Z2N ! NEW Pipers to log at least 37 miles will be entered into drawing.

Pied Pipers Get Active Name of the game is to sync, sync, sync! Contest runs from September 21 -

September 27. Make sure you sync at least 7 miles (a little more than a 10K) between those times. All challengers who sync their 7 miles will be in drawing for a new Nike+ SportBand! AND for every NEW Piper you add to team during this time , who ALSO syncs 7 miles, you will earn another ticket in the drawing!

NIKE+ CHALLENGES CONT.

Slow & Steady Wins the Race Run 2 mi/day or 20 miles total from 10.13.-10.23.2009. Everyone who completes will

be thrown into drawing for a Nike+ SportBand! Slow & Steady wins the race - let's keep on it each and everyday, Pied Pipers!

Nike+ Human Race – Pied Piper Finale Run 10K on 10.24.2009 AND be in this challenge AND the Nike+ Human Race

Challenge AND The Nike+ Human Race Ambassador's Challenge (ONLY WITH PIED PIPER TEAM). SEVERAL PRIZES given - see: http://bit.ly/2FlzAU GOOD LUCK - RUN!!!

MARKETING

Logo Creation

Runner in Canada put this on Facebook

MARKETING cont. Info Card

Distributed virtually and in person at Nike Run Club

What Makes you Pied Piper Leader Contest

MARKETING cont.

Which 9 Words BEST Describe the Pied Pipers? I got many more than 9!

Passionate.

Run Harder.

Faster. Stronger.

Longer.

Let’s Do this Thang.

Rockin’

Go Big or Go Home.

Go when you don’t want to.

Classy.

Sassy.We just do it.

S u c c e s s .Determination.

Dedication.

Motivation.

MARKETING cont.

Another Nike+ SportBand Giveaway

MARKETING cont.

Nike+ Minis + Favorite QuoteMARKETING cont.

“Jittery Jolt” Coffee Mug Design Contest

MARKETING cont.

Banner for Netherlands Blog

Let’s Be Nike+ Friends

MARKETING cont.

NIKE INFORMATION GATHERING

Let’s Talk Nike+ (via my Blog) What Nike+ Device do you use? Why do you use Nike+? Why are you running the Human Race? What city/state/country will you be running in?

Find all the responses HERE

Dr. PowerSong – Let the PowerSong Move You (via my Blog) I asked people for their PowerSongs

Find all the responses HERE

NIKE INFORMATION GATHERING

REFERENCES FROM PIED PIPERS

POSITIVE EFFECT ON YOUR NIKE+ USERSjeremymiles26_2 Just ordered the sportband & sensor, I'll get started when I get them

Jim StritzingerGreat story! Similar to my own! I'm down 34 lbs since December using my Nike+. From 36 jeans back to 29's!

Elizabeth Caudillo LastovicaYes, try 100 lbs lighter, since owning Nike+ sensor & iPod!!

Carlos A Torres Sarah, thank you for keeping us motivated, you’re doing a great job!!!. Since I joined all this challenges I’ve been running a lot more and it’s helping me to improve my endurance which is great because I’ll be running my first marathon in November. Keep up the great work!!!

Little Guythese little challenges keep pushing me... to be slow and steady...

lelpers said why do you keep running so much? i dunno, i guess cuz i'm accountable to something now... and now i'm running farther too. thanks.

really... thanks. since the human race challenge came out i think i've doubled to tripled my distance per month.

Trina SaundersActually, since joining the Pipers, I've probably more than doubled my mileage. I love the challenges!!! Thanks so much, Sarah!!!

POSITIVE EFFECT ON YOUR NIKE+ USERS

Tracy Beck VetranoThank you Sarah for all your motivation!!! Keep up these challenges! What's next?? LOL!

Cory JonesGreat job Sarah!! Thanks for all the support I too a looking forward to training for a half marathon. Pipers For A Half!! Kinda catchy isn't it! Great time by the way!

Stan KrulewiczThank you for keeping us motivated. Great to part of such a good team.

Judi Diamond Walthour Just wanted to tell you that you've done a GREAT job as a Nike+ ambassador! Congratulations!

POSITIVE EFFECT ON YOUR NIKE+ USERS

HATS OFF FOR THE BEST AMBASSADOR Nani-K

Great job everyone! def congratz to Sarah :) she def is an inspiration :) Cochoz

Great job Sarah Kay! You did everything necessary to bring together beginners with us vets to make all of our running a better experience. –zinck1

Thanks for the motivation, Sarah. It really helped w/my training.brainville

POSITIVE EFFECT ON YOUR NIKE+ USERS

Sarah- Thanks for all of your motivation!! Can't wait until next year!!Sprtfilled

Too much fun and I even got to meet Sarah Kay Hoffman! =)MINIROWROW

I made it, it wasn't pretty but I did it, this was my first 10K so I feel good about it either way! Denna74

Just finished my first 10K. I did it with only 8 toe nails too. If I had 10 toe nails I probably would've won.TheMarlonian

POSITIVE EFFECT ON YOUR NIKE+ USERS

Got up before the wife to run a 10K on my honeymoon! Hopefully I wont be in the doghouse :) PixelCrew

Juli Hendrix ThorntonSarah & the pied pipers, It was great to read everything from all of you and be so encouraged. It was an adventure well executed

You are a true inspiration! Love seeing your Nike+ runs. you're fast girl! Can't wait to see what you have coming up next! – Celinda Moore

Hi Sarah, I just wanted to thank you for being such a big motivation. I started running this past August and at first I couldn't even do 3k (not sure how many miles). I ran my first 10k a few weeks ago and came in 24th out of 250 women my age. I was so happy I almost cried. I find your Nike+ Challenges and facebook updates very motivating. When I am tired or it's cold and raining, I only have to think about Sarah's Pied Pipers. I am super excited about the race on Saturday. Thank you :) – Deva Gara

POSITIVE EFFECT ON YOUR NIKE+ USERS

RECOMMENDATIONS FOR NEXT YEAR

Start Promoting even earlier Social Media takes time, since it’s supposed to be about engaging and not

necessarily “selling” For October Event, perhaps start promoting as early as May or June

Include the Whole World Allow Ambassador’s to recruit people from around the world since it’s the

Human Race Include as many Nike+ users as possible

Hold contests to see how many people can be converted from using nothing or Garmin, online logging, etc. to using Nike+!