The Power of the Swoosh

nike-logo

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

Screen Shot 2015-11-01 at 6.27.38 PM Screen Shot 2015-11-01 at 6.27.03 PM

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

Screen Shot 2015-11-01 at 6.41.59 PM Screen Shot 2015-11-01 at 6.41.32 PM Screen Shot 2015-11-01 at 6.40.28 PM Screen Shot 2015-11-01 at 6.35.04 PM

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

Screen Shot 2015-11-01 at 7.10.17 PM Screen Shot 2015-11-01 at 7.15.44 PM

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.

Youtube 

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.”

Nike Plus

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.

Strategy Summary

  1. Keeping communities regularly engaged across their networks
  2. Quick and personal customer service
  3. Tell a story
  4. Inspiration integrated into photos and videos

8 comments

  1. Nice post, I follow Nikerunning on insta and their pics are such great quality. With so many accounts I wonder how many people they have to manage the specific message each one is trying to convey to customers. Or what their strategy is… Their SM presence is so commercial I would be shocked if they had people commenting/responding to their followers but that would be pretty cool. I’ll check out their YouTube channel I haven’t seen it yet.

  2. Really impressed with the way in which you broke down how Nike takes to each of its social platforms. As a Millennial, I certainly see Nike as a brand I identify with. From the company’s high quality products, exciting TV commercials, and celebrity endorsements, they have really set a tone that other sport’s brands strive to mimic. I knew that Nike had a strong social presence, but I never really stopped to consider just how strategic it was. I find the communities to be a uniquely defining characteristic of the brand. Just because myself and another connect with Nike, that does not mean that we do so in the same way. Personally, I follow some Nike basketball accounts to get news on the latest products and players sponsored by the company. An avid runner also identifying with Nike would likely not do this. Instead, they may follow some fitness accounts that I have little interest in. Facebook highlights a takeaway you have brought my attention to: with large and powerful branding comes the need to speak to various segments in unique ways.

  3. Loved this post! Very thorough. It’s interesting to see their Instagram branding as “everyone can be a runner” because when I scroll through their customer reviews on their site, they tend to say the opposite. I’ve seen several complaints about sizing and the response is always, “We’re sorry to hear that but our products are designed specifically for champion elite athletes”, implying that if you don’t have that body type, it’s not the product’s fault that it doesn’t fit.

    Thanks for sharing!

  4. Very insightful post. I was just thinking about the dominance of Nike the other day (comparing college uniforms). I went on to think of how they’ve always prided themselves on how simple and sleek their logo is and they really haven’t ever needed to change it. As long as the swoosh is visible, everyone knows what it is. As far as social media goes, Nike always puts out the coolest advertisements because of their brand and ability to pull the most recognizable athletes in order to draw customers’ attention. Nike commercials always grab my attention because of how proven their brand is and how I trust the quality of their commercials from past viewing experiences. I’m intrigued to use Twitter for customer service next time I have a question.

  5. Nike does a nice job making people feel emotionally connected to their brand – and their social media ties into that brand strategy. One thing Nike does on twitter is handle raffles for their Jordan releases. I think that moving the raffle system to twitter helped to increase and retain followers. My twitter feed has been flooded by people RTing and mentioning Nike in order to get their hands on a coveted pair of Jordans. It’s a little crazy but it’s definitely keeping the brand visible to consumers who care about their products and the Nike lifestyle.

  6. I agree with a lot of the points you made about Nike. The company has so many different types of consumers to market to. Breaking it down, they have their various athletes and runners and their lifestyle/streetwear followings. They also have the loyal Jordans and Converse consumers to appeal to as well. Being even more nitty gritty, Nike’s got a ridiculous amount of accounts to keep track of within each platform — Nike Lab, Nike Soccer, Nike Golf, the list goes on. As such a huge company, it’s impressive how well their marketing/advertising/social teams keep up with so much and stay true to their loyal fans. Nike is undoubtedly the most dominant companies in fashion today. It’ll be interesting to see how they will grow (if they do) even more within the next decade.

  7. Good post. Nike has been pretty good at getting out front of the whole social media thing for a while now.

  8. ariellebudney · ·

    Great job! I really like how you broke down Nike’s social strategy and gave examples for all of them. Nike’s always been a dominant brand in athletics, but their investment in social media is considerably impressive. Their social media strategy has allowed them to maintain their dominance; other brands may have become complacent and given other brands the chance to take market share. I especially like the way Nike has focused around the theme of inspiration to create mass appeal.

%d bloggers like this: