Across the entire world, people recognize this symbol. The Nike Swoosh. According to millennials, Nike is the top apparel brand in the world. Additionally, Nike owns the #3 and #7 apparel brands for millennials with Jordan and Converse respectively. Nike is the 18th most valuable brand, worth over $80 Billion. The company prides themselves on their global brand loyalty as well as their consumer engagement. Social media plays an integral role in enhancing the ongoing relationship between Nike and their consumers. In the duration of this post, I am going to discuss how Nike uses Facebook, Twitter, Vine, Instagram, Youtube, and Nike Plus to complement numerous facets of their business.
Facebook – The Community Builder
Nike uses their variety of Facebook pages to bring together communities of people that have common interests and geographical location. The Nike Facebook pages cover all their sub-brands (Football, Basketball, Running, Golf) and are then filtered down based on country. Each category keeps the followers updated with recent products, videos, and celebrity endorsed inspiration. When a company has many subdivision, seamless organization is crucial to the social media. By segmenting based on category, Nike brings together people from around the world, fostering a community of united fans.
Twitter – The Customer Service Specialist
Just like Facebook, Nike has Twitter accounts for each brand. Nike uses showcases new designs and product through the photo and video features of Twitter. The @NikeStore account updates consumers with the availability of latest styles and the locations that stocks these products. Additionally, the brand has a special handle (@NikeSupport) to service any type of customer questions 24/7. Nike is able to reply quickly and personally to any customer concerns. By having a single account handling customer feedback, Nike creates a simpler and more efficient customer service strategy.
Vine – Selling Lifestyle Instead of Product
Although Nike does not use Vine to directly sell products, the video sharing platform sells the Nike brand as a lifestyle. The specific vine accounts show athletes simply playing their sport in Nike gear. The Nike Training Club offers advice on different exercises for at-home fitness, and helps motivate all people to keep working out. Vines are a simple, clean, and entertaining way to promote a brand. Because Vines are short and repetitive, they are able to keep the consumer’s focus on the brand.
Instagram – The Brand Platform
Nike utilizes Instagram to post landscapes, motivational exercise videos, and athletes shots. They target the average individual and convey their company message: Everybody is an athlete. In the first picture, Nike uses a regular athlete to show that anybody can be a runner and that anybody can run a marathon. They make sure to use a time that is achievable for the average marathon runner, and the inspirational message can be seen throughout the entire post. In the post on the right, Nike capitalizes on Earth day by posting a motivational picture that integrates the beautiful landscape with a runner.
For Youtube, Nike uses the Hero, Hub, Hygiene strategy. The Hero content is the major advertising initiatives that reach a wide audience such as a viral video or major commercial. The Hub content is regularly released videos that appeal to customers’ passions and interests such as a content series. The hygiene content is a video that addresses a customers’ interest such as a “How to video.”
Along with utilizing a multitude of social media networks, Nike created their own platform with Nike Plus. This online hub connects to FuelBands, Watches, and the Nike plus Apps to track an individuals workout statistics. Furthermore, Nike Plus allows runner enthusiasts to communicate with each other and share trails, loops, and workouts. Nike Plus generates an incredible amount of data that provides Nike with useful insights. Regardless of the type of content posted, Nike maintains regular and creative postings.
- Keeping communities regularly engaged across their networks
- Quick and personal customer service
- Tell a story
- Inspiration integrated into photos and videos