Nike’s social networks strategy

Since a few years, social networks are a new way of communication. Facebook, twitter, Pinterest or Instagram are all places of information sharing between users but also between the brands and the consumers. On social networks, brands are trying to build trust with Internet users. The brands seek to offer an experience to the consumer by accompanying him and have an impact on his daily lives by making them dream or give them courage. The group Nike goes even beyond that thanks to a regular accompaniment of its followers on its Twitter account @NikeRunning. The brand also offers a personal support thanks to its “NikeRunning” application where it encourages runners to practice sport.

More concretely, the sports equipment manufacturer has established a real strategy on social networks and develops a loyal community. This strategy started in 2011, when the group create a department focus on digital; the aim was to create a link between Nike and all its customers through social networks and encourage followers’ commitment. Jesse Stollak, director of this new service said, "Our ultimate goal is to be connected with the consumer where he is. We intend to do this by delivering the right message to the right person at the right time, by encouraging our fans to participate and interact with us spontaneously and directly. " At this point of time, Nike created multiple accounts on multiple social networks, it even opened specific accounts across the different sports disciplines. Indeed, Nike provides for example accounts that are only focusing on football or running. But there are others specifies such as the Nike Support platform which is exclusively available on Twitter, this account is intended to answer questions from users. There are also other pages exclusively dedicated to women on Youtube, Pinterest, Twitter and Intagram. Thus it can offer them products and offers that match them the most. In fact, Nike developed a highly targeted and segmented strategy in order to develop a relevant social presence. The brand wants to be as close as possible to its consumers by offering them the content they wish to receive in the right place and at the right time. Indeed, content is regularly updated thanks to several posts, news, photos, videos or quotes posted several times a day. In fact, it would have been difficult to gather fans of different sports on the same support as this would have penalized the feeling of community.

The sports equipment manufacturer really differentiates itself from its competitors thanks to the fact that the brand creates its own community “Nike +" which is a platform where consumers can share his successes, challenge friends, set goals, follow his results thanks to an online application where people become member of this community. This allows people to engage and interact in the same community that is no longer sporting without his favorite brand.

By the way, the giant sport company also bets on bloggers. The number of bloggers specializing in sports and well-being is constantly increasing in the world and they have a power of influence which is not negligible.  That’s why, Nike managed to collaborate with bloggers to present its new products to a target of passionate. For example, the group joined forces with “Hins – Healthy is the New Sexy” which is a famous blog dedicated to women’s sport. Nike has repeatedly proposed them to test new products, application or to organize competitions in order to present them to the community and thus to develop its visibility.

The group has announced that it has generated a turnover of 30 billion dollars in 2016 and targets 36 billion for 2017. The Nike + community today is home to almost 13 million people. Moreover, the brand is ranked 18th place in the Interbrand ranking of the most powerful brands in the world.

To conclude, the giant American equipment maker developed its strategy of communication thanks to a multi presence on social networks. The brand has established itself on all the main social networks by proposing products and services corresponding to the different targets: women, footballers, amateurs seeking to motivate itself ... Moreover, the connected objects, the mobile applications, the development of the bloggers’ website and the creation of the “Nike+ community” allows the group to establish a real relationship with his followers. Finally, all of these confirm the fulfillment of the Jess Stollak’s social media strategy.


Sources:

• http://www.clementpellerin.fr/2015/04/15/ces-marques-qui-reussissent-en-inspirant-leur-communaute-sur-les-reseaux-sociaux/
• http://www.lautremedia.com/blog/medias-sociaux/la-strategie-social-media-de-nike-just-like-it/
• http://lareclame.fr/interbrand-bestglobalbrands2016-161018

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