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Nike case study

Nike case study. Alan Abitbol , Online and Digital Public Relations – PR 3315-001 November 17, 2013. By: Stefani Lawless, Alexsa Woodward, Katelynn Spaid , Katie Pfister , Taylor Nelson. Intro. American company

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Nike case study

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  1. Nike case study Alan Abitbol, Online and Digital Public Relations – PR 3315-001 November 17, 2013 By: Stefani Lawless, Alexsa Woodward, KatelynnSpaid, Katie Pfister, Taylor Nelson

  2. Intro • American company • Worldwide marketing and selling of footwear, apparel, accessories, services and equipment • Founded by Phillip Knight, a track athlete from University of Oregon, and Bill Bowerman (coach) • One of the two fortune 500 companies in Oregon • The name came from the Greek goddess of victory • Sponsors high profile athletes and sports teams • Also owns Converse and Hurley Inc.

  3. Social Media Profile Figure 1.1 • The first keyword we analyzed overtime was “nike.” • We classified this keyword as broad and would generate more feedback. • Through Nov. 5- Nov. 19, “nike” was tweeted at a constant rate. • Minimum fluctuation around 55,000 tweets a day

  4. Social Media Profile Figure 1.2 • Our second keyword “@nike” • This keyword was classified as a tag, being narrow and specific. • Tweets peak high on Nov. 7th • Dips were lowest on Nov. 10th and 11th. • This dip could be the results of: lack of online content, people were more engaged with more interesting content, a product development, or even an event could have occurred.

  5. Overall Sentiment Sentiments - 1 Keyword • “nike” • Overall positive sentiment for key word “nike” • Highest: 28% amusement excitement • Positive interaction with products • Lowest: 4% fear Uneasiness • Negative interaction with products • Fear to buy product Figure 1.3

  6. Overall Sentiment Sentiment - 2 Keyword • “#nike” • Overall positive sentiment • Highest: 33% affection friendliness and enjoyment • Elation. • Friendliness of customer service • Enjoyment of product used • Lowest: 6% anger loathing • Others who are jealous and want the product Figure 1.4

  7. Competitive Analysis The keywords “nike” and “adidas” were compared in an analytics report. (November 6th- November 20th) • Nike maintained a significant difference in the number of mentions by thousands. • On November 14th Nike’s mentions decreased and Adidas’s mentions increased, similar to a change in social media market share that day. • This happened because Adidas posted a catchy tweet that day, and Nike did not tweet at all. Figure 1.5

  8. Actionable Social Media Insights • Through our monitoring efforts, we suggest the following actionable recommendations for Nike to implement: • In addition to the current Nike twitter accounts, creating 1 or 2 other accounts would increase content posting and sharing by providing another outlet for fans and consumers. Such as: Nike ‘Personality’ Account or Follower Feedback Account. • Continue with the friendly service, 33% of tweets expressed positive sentiments. A suggestion would be to put twitter logos on their in-store employees nametags.

  9. Actionable Social Media Insights • Continued • We would also recommend all the departments such as Communications, Marketing, Customer Service, HR, and R&D/Product Development sent representatives on a regular basis to pitch new concepts and ideas. This will increase materials to use as online content for engagement and feedback.

  10. Conclusion • Nike is a thriving company in the sportswear market and a dominant social media player on Twitter. • As a company, it does well keeping sentiments high and positive in consumers. This is most likely due to great customer service and quality products. • Having constantly over 40,000 daily mentions of the general keyword “nike”is an impressive branding feat for a company.

  11. Appendices "Nike - Beaverton, OR - Product/Service | Facebook." Facebook. N.p., n.d. Web. 18 Nov. 2013. "REGISTER." Nike.com. N.p., n.d. Web. 18 Nov. 2013. Woodward, Alexsa K. "Social Media Management Dashboard - HootSuite." Social Media Management Dashboard - HootSuite. N.p., n.d. Web. 20 Nov. 2013. *all graphs came from Alexsa’sHootsuite Dashboard

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