social media monitoring of Nike- final report

Nike started its social media activities early. When other companies were still struggling in the technology of Web2.0 world or stay in online picture advertising, nike has already built up consumer brand loyalty though nikeplus.com. Nike launched Nike + five years ago, this technique can track and upload the information of every running exercise of people, and connect running lovers all over the world though the nikeplus.com.

Nike are using more social media to engage and communicate with their consumers, so I used several different tools to monitor Nike in social media like twitter, Facebook and Youtube. I also used websites like IceRocket.com, SocialMention.com, Addictomatic.com, and blogsearch.google.com.

Nike’s website is http://www.nike.com/nikeos/p/nike/en_US/. It shows the event they hold recently on the main page by some pictures and several response they got from twitter. On the left site are the links of their products which are divided into different categories for visitors to check easily. The “shop” button links to Nike’s online store.

The website has a friendly page and clear direction. Its design and color are fashion and attractive.

It also has links to nike’s twitter and facebook page, but people can’t leave message on the website itself, there is only a phone number in the customer service section that you can contact to.

Nike’s website is http://www.nike.com/nikeos/p/nike/en_US/. It shows the event they hold recently on the main page by some pictures and several response they got from twitter. On the left site are the links of their products which are divided into different categories for visitors to check easily. The “shop” button links to Nike’s online store.

The website has a friendly page and clear direction. Its design and color are fashion and attractive.

It also has links to nike’s twitter and facebook page, but people can’t leave message on the website itself, there is only a phone number in the customer service section that you can contact to.

Nike has several Facebook pages: one main corporate one, and several Nike’s branch like Nike football, Nike women, Nike golf etc. The main pages are well organized and updated frequently. 8,588,043 people likes it. the number I got on Mar. 14^th was8,411,050,so 0.1 million more people are like nike on facebook during half a month, I have to say it’s a big growth.

Nike cooperated search engine giant Google and established asocial networking website Joga.com in 2006 to let the global fans communicate with each other by the Internet.

Joga. com is the world's first website that only can be visited by getting invited, it opened to fans in 140 countries around the world with 14 languages.

However, Joga.com can not be visited now, but it still showed that Nike walk in the front of social media, at least it has the spirit to try.

Recently, after 11 months of negotiations with unions, Nike companies were forced to pay $1 million overtime pay to the workers in a Nike factory in Indonesian. In the early 1990 s, Nike was notorious for open overseas sweatshops and use child labor, and Nike was forced to put forward a series of measures to improve these problems, and some people also praised that Nike was on progress. "Brand reputation management". It seems nike still need more improment.

According to Socialmention.com, from March.14 to Mar.28, Nike had a neutral and positive brand in social media in general.

There are many key words to find nike, to my surprise, I thought the first one would be adidas, but not. However, there are still some of its competitors on the list, like puma. nike appears in many different kinds of social media, it got 14269 mention in different kinds of social media per seconds in mid-March, but the number drop to 824 at the end of March.

Nike finds great value in connecting with businesses of all kinds on social media to:

Share their experiences, both good and not so good. Provide feedback on recent events or launches. Discuss product ideas. Learn about exclusive deals or offers.

No doubt that social media can shorten the distance between companies and their customers, coexist with various marketing and activities, and become the best catalyst.

Nike is successful in social media; I would like to give some suggestion to Nike which I think is just look for a bone in an egg.

1.      nike could use more friendly tone to communicate with their customer. It is not to say they are rude, but I would like they try to use some casual language to talk to people like their friends on social media such as facebook and twitter.

2.      nike need better brand operation and do better itself to avoid things happened in Indonesian.

3.      I think it will be the best if they can classify them into different categories like “our new products”, “how we make it”, or “what do our company do”. That will make people feel more convenient to find the video they want.

4.      Don’t limit your campaign to one social-media outlet

Social media monitoring of Nike -midtern report

The brand I choose to monitor is Nike. Maybe its high-tech method of making shoes makes it become one of favorite brand of athletes. But for me, it is comfortable and fashion, I like it, so I choose to monitor it.

Introduction

I found the introduction of Nike in Wikipedia.

Nike, Inc. is a major publicly traded clothing, footwear, sportswear, and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment.

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike, the Greek goddess of victory.

Market strategies

Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.

Social media monitoring

I used several different tools to monitor Nike in social media like twitter, Facebook and Youtube. I also used websites like IceRocket.com, SocialMention.com, Addictomatic.com, and blogsearch.google.com.

These are the data on 14 March and I will match this to the number of next week and the week after to figure out Nike is growing up or not in the social media world.

When I use socialmention.com to find Nike in blogs, it shows like:

There is no negative result. Most of them are news about Nike’s new product, I think maybe some of the bloggers are cooperating with Nike and add advertising in their blog. I found an interesting blog named Your Company Deserves to Have a Logo, it said:

A logo can be distinctively divided into about three distinct elements, namely pictogram which represents a symbol or icon related to the company, the wordmark which mentions the name of the company and a tagline or baseline which mentions a brief description of the company or product. For example, the brand Nike has a pen stroke representing a check for pictogram with ‘Just Do It’ as the tagline. Considering Nike represents a sportswear brand, the logo reflects its relation to the field of sports.

That shows from some aspects that nike did a good job to create a appropriate logo which easy to be recogonized.

YouTube
Nike has its own YouTube channel and several branch channels like nikefootball, and nikebasketball. Its main channel has uploaded 97 videos. Most of them are introduction to their new products, their research and their company. I think it will be the best if they can classify them into different categories like “our new products”, “how we make it”, or “what do our company do”. That will make people feel more convenient to find the video they want.

Facebook

Nike has several Facebook pages: one main corporate one, and several Nike’s branch like Nike football, Nike women, Nike golf etc. The main pages are well organized and updated frequently. 8,411,050people likes it and 430,249 people talk about it. It updates 1-2 post per day and averagely got 100-300 comment on each post. Most of them are positive.

Twitter

Nike’ twitter has 300809 followers. According to IceRocket.com there are 72 posts that mention Nike per minute. I think that’s a lot.  

Conclusion and Future Monitoring

It seems Nike is one of the top brand in sports world and it stands firmly in the Groundswell.  I will continue monitoring Nike

the groundswell reading refection #3

I have finished reading the book Groundswell this week. The last part of Groundswell talked about how the companies can enhance its internal interactions by embracing the power of Groundswell, in another words, how to nurture and foster an internal Groundswell.

Bernoff and Li use Bell Canada’s case study to tell us that” The internal groundswell is all about creating new ways for people to connect and work together, and to that end, it’s about relationships, not technology.” Many companies still not realize that groundswell is a very hard work, some of them think that social media is as simple as to create a blog. After reading the book I find out that it is difficult to operate a success groundswell for a company, as Bernoff and Li mentioned in the book that “Managing and maintaining successful relationships is the hardest thing in the world to do.” In this chapter, it shows that how social networks can help spark employee communication, how wikis can stoke collaboration, and how idea exchanges can harness innovation. Enhance the internal interactions in company will offer a better working environment for its employees, and the company will benefit eventfully.

The author talked about the future of groundswell in the last chapter. People are no longer locked up from others just because they picked a different social networking service, now, it is a big one, it’s groundswell. No matter what our lives will be, the groundswell is always changing and moving forward. At the end of the book Bernoff and Li taught us the principles of thinking which is very usefull: never forget that the groundswell is about person-to person activity, be a good listener, be patient, be opportunistic, be flexible, be collaborative and be humble.

Look back to the whole book, it provides an overview of what social media is at the beginning, and then it introduce some popular social media tools and how to use them. It also lays out some valuable strategies for getting involved in social media and discusses many of the successes and the pitfalls that a company can go through. As you can see, it covers a lot. I really enjoy this book and truly leant a lot.

Protect your online privacy

When I googled the social network websites like foursquare, many of the article mentioned the dangers of oversharing online, and ask readers that they should consider what they’re sharing before they post it. This remained me that it is important for everyone to pay attention to online reputation management.

However, in this web 2.0 era, how much privacy could we have in social media world?

I enjoy social media very much and benefit from these variety kinds of tools, but the privacy question is a big issue for me. In order to get more followers, we share more of our personal lives and put our privacy away gradually. We may think we’re being careful enough, but the technology in nowadays is able to track our every single move in social media world and record each information we post online. Sometimes we think we just post things to a specific group, but it always has the danger that our secret information will expose to the one you don’t want them to reach, like your supervisor, or your parents. It is inevitable because people passed things from one to another.

What should I do if I want to protect my online privacy?

Firstly, we should check the privacy settings of the sites we use. I was told that "if you don't want it public, don't share it." Always remember that don’t easily put your personal information like phone number, address, id or the pictures of drinking alcohol. Secondly, we should think through who are the potential audiences for our messages before we post them, and pay attention to what others say about us and on our profiles. We could choose to post the information we would like other to know instead of posting all of them. Thirdly, if you are engaging on a website that you don’t want others know, use a pseudonym, it will be safer in this way.

If you are a job seeker, it is not necessary to be too careful and put nothing on your sites just in case that your future employers will find something they don’t like and have a negative impact on you. We all know that employers are dedicating a significant amount of time and resources to find additional information on potential candidates, so why not to take this advantage by create a positive image for you on line. Reputation management is not so hard, we should start from now on.