1 / 11

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

infinity
Download Presentation

Nike case study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related