This is a case study done by Cloud9media in helping Nike increasing its customer base by shaping conversation around nike through EPL and manchester United.

1. Case Study
Conversation Marketing
For
Nike India
Shaping conversations around Nike via Manchester
United and EPL
By
Cloud 9 Media

2. Internet – Overview
India Internet Penetration: 60 Million (Current)
On Social Networks 50% 30 Million
75% of online users belong to aspiring & consuming class & half of
them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Million
(Source: Juxt Consult, Online Survey’ 2009)

3. Login India – Reach of Social Media
Over 60 million users are online
That’s over 5 times the readership of the largest selling
English daily ,Or
5 times the combined readership of the leading 3
newspapers in India, Or
4 times the combined readership of India's leading
5 English magazines

4. Meet Consumer 2.0
Demographics :
» 18 – 29 years 55%
» 30 – 49 years 54% 27%
55%
» 50 – 64 years 40%
40%
» 65 years and older 27%
54% 18-29
30-49
50-64
65 and above

5. Situation
Nike : India’s leading sport gear manufacturer.
Key sponsor of the Manchester United Club in English Premier League
Objective:
To interact closely with the target audience to gauge
• Their perception of brand Nike
• Popularity of Manchester United in India
• Influence loyalty towards Manchester United

6. Increasing Interest of Football In India
• Television viewership of EPL matches
has grown from 43 million last session to
60 million this session
• Increase in the telecast rights of EPL
clearly indicates the increasing base of
EPL fans
• 627 Million people watched Football
World Cup 2006
(Source: The Guardian, Feb’2009)
There is a definite need for a dedicated
communication platform For EPL Fans in India

7. Solution
Social Network for EPL Fans
www.epl4india.com
The content & technology team at Cloud9 build an exclusive platform for EPL Fans
in India

8. Solution
Social Network for EPL
Fans
www.epl4india.com
The network was created
to enable the following
1. Increase interactivity
2. More Content exchange
(pictures/videos)
3. Brand discussions

9. Solution
Cloud9 created a surround sound impact for the social network using
twitter, Facebook Characters, Fan pages etc

10. Logic
Fan & Brand Conversations
Multiple users were engaging with EPL Fans across social networks and guiding them
www.epl4india.com

11. Response Extensive user generated content
Over 2000 Visits
Over 1200 Absolute Unique Visitors
Over 10,000 Page Views
In just 60 days

12. Result
EPL for India and its supported properties on Facebook and Twitter reached
185,853
People in a span of 30 Days
Total touch points with existing NIKE and EPL fans 20 per month
That is
37, 17, 060
Unique Messages in a month.

13. Welcome to
World 2.0!
Did You know?
2/3 of the economy
is now influenced by
Personal Recommendations
Source McKinsey & Company
Only 14% of people trust ads
78% of people trust consumer
Recommendations
Source: Neilsen Global Trust In Advertising
Survey, 2008

14. Investment Return on Social
Media
1/4th
At less than the cost of your
Total Marketing & Communications Budget
You can use Social Media to Enhance
•PR
•Customer Service
•Loyalty Building
•Collaboration
•Networking
•Thought Leadership
•New Customer Acquisition

15. So what’s the BEST way to
communicate on Social
Media?
View Cloud 9 Credentials
http://bit.ly/hmhrS

16. Two Ways to do it
Option One: Do it yourself
a) But it’s time-consuming
b) You’ll need to pay someone to create the conversation
c) You’ll need to pay someone to monitor the conversation
d) If you want to respond you need to speak the ‘language’
e) If you miss something, too bad
f) Great for small businesses without many conversations
Option Two: Professional Social Media Communications from CLOUD 9
a) Get the benefit of PR, advertising, promotions, events etc
b) Cost of per message as low as 1 paisa
c) No need to chase CONSUMERS , they come to you
d) You can see who is doing the talking
e) You can get advice on how to respond cloud
9
f) You know you won’t miss anything because someone else
is doing the watching
a) You can benchmark against your competitors and chart data

17. Lets get your brand talking!
WRITE TO US
Nipun Kapur (Global Sales) Ritesh Mathur (India Sales)
9818450157 9717775750
Nipun.k@digiqom.com Ritesh.m@digiqom.com
Log on to
www.digiqom.com