Social Strategy

at Nike
By Bianka Yungu (210001705)
Q1
Customer Needs
Q1 - Needs Nike Addresses:
**using Maslow’s Hierarchy of Needs
PHYSIOLOGICAL
NEEDS LOVE /
“Exercise”
BELONGING
Nike provides comfortable “Friendship + Community”
and functional athletic wear Nike has created an place for a
community to grow and
connects people with similar
ESTEEM
passions through social
“Self Esteem” “Confidence” “Achievement” networks
● Nike has products that enhance user’s self
esteem and confidence
● They are able to motivate users to work out
SELF -
and self esteem improves with ACTUALIZATION
achievement
● Nike the Brand also has an exclusive aspect Nike provides products and
which allows consumers to feel a sense of services that support personal
prestige and recognition growth and achievement
Q2
The Nike+ Ecosystem
Q2 - The Nike+ Ecosystem
Input Collection and
Movement
The Nike+ ecosystem collects inputs
from various devices such as the
Nike+ FuelBand, Nike+ SportWatch
GPS, Nike+ GPS App, and Nike+
SportBand.
● These devices collect data related
to a user's movement, including
distance, pace, duration, steps,
calories, and NikeFuel.
● The data collected from these
devices is then synced with the
user's phone or computer through
built-in USB and Bluetooth capacity
to sync wirelessly with an iPhone.
How does Nike use
the collected data?
● Track user activity, provide
feedback/info about workout +
offer training tips
● Allows consumers to share
achievements, compete with
friends (leaderboard)
Nike+ connection with
Facebook and Twitter:
Uses can share their achievements,
activities, and performance Nike+
collects through the sole sensors or
the wristbands straight to these social
media platforms
Q3
The A-E-C-C-C Model
Question 3 - A-E-C-C-C Model:
Access
● Nike products such as the
Nike+ Fuelband and the
Nike+ Digital Sport division
developed products which
enables consumers to track
their performance and
seamlessly link to mobile
devices and the web
● Easily accessible by being
present and inserting
themselves into the daily
lives of consumers through
social media
Engage
● Nike provided a need for customers with the soles and wristband
tracking
● They utilised famous athletes in collaborations and partnerships to
show a personal face and engage consumers (“Show the future”
● Nike made their products/services interactive through gamification
with the “The Grid” in London as well as creating leaderboards
● Further engaged with consumers in conversation, encouraging
participation and sharing experiences through social media and
social networking sites
● Examples: Joga.com (user generated content), “Run for” China (hosted
‘Lunar Run’ events), Nike Football+ app (users received an access code
with a purchase), “Write the Future” (was exclusive to Facebook page),
“The Chance” (teens competed to join Nike Academy), “Nike Life Center”
messages (fans messages were displayed on a large building in South
Africa along pictures of football players
 Question 3 - A-E-C-C-C Model:
Customize
● Nike products such as the
Nike+ Fuelband and the
Nike+ Digital Sport division
developed products which
enables consumers to track
their performance and
seamlessly link to mobile
devices and the web
● Easily accessible by being
present and inserting
themselves into the daily
lives of consumers through
social media
Connect
● Nike first moved away from
traditional marketing with TV
ads and created websites
joining communities
together and then moved
towards social networks
which allowed them
● Nike formed an extremely
strong presence in digital
and social spaces with
preexisting social network
platforms such as Twitter,
Facebook and Youtube as
well as their own in the
Nike+ mobile app
pt2
Collaborate
● They created their own
social network platform in
their mobile app
● They displayed fan
submitted messages on a
large building in South Africa
● Created open competition
with “The Chance” where
teens competed to attend
the Nike academy and
encouraged them to make
facebook fan pages