Nike is launching a new virtual reality product called NikeVision. The document outlines Nike's organizational structure and leadership, then provides details on the product launch, including goals to engage users on social media platforms like Twitter, Facebook, Instagram and Snapchat. It also discusses target audiences for NikeVision and compares it to competitors' virtual reality products from Microsoft and social media strategies of Reebok. The document concludes with plans for resources, staff, and measuring the results and business impact of the NikeVision launch.
3. Organizational Outline
Nike, Inc.
• Founded on January 25, 1964.
• Headquartered near Beaverton,
Oregon.
• World’s largest footwear, apparel and
equipment company.
• Research Labs.
4. Phil Knight
Chairman of the Board
of Directors
Mark Parker
President and CEO,
Nike, INC.
Trevor Edwards
President, NIKE Brand
“bring inspiration and innovation to every athlete in the
world.”
“If you have a body, you are an athlete.”
Top Executives
5. NikeVision
• A virtual reality device
• Remain cutting-edge and
competitive.
• “Create products, services and
experiences for today’s athlete
while solving problems for the
next generation.”
6. Execution
• Announcement: Oct. 1, 2016
• Launch date: Nov. 1, 2016
• Social media campaign
• Facebook, Twitter, Instagram,
YouTube, Snapchat, homepage
• Live launch event
8. Social Media Audit
OtherFacebookTwitterInstagram
• 43.5M followers
• 832 posts
• 3 times per week
• Nike lifestyle
• Use hashtags
• Nike community
• Creative visual
content
• 5.9M followers
• 22.9k tweets
• Multiple times a day
• Multiple accounts
• Account for women
• Hashtag of “JustDoIt”
• Engagement
• Responds
• 24M followers
• Shop now button
• Post irregularly
• Multiple accounts
• Engagement
• Links
Pinterest:
• 150K followers
• Multiple times a
week
• account for women
Snapchat
• Branded geofilters
• Interactions
9. Social Media Audit
• Emphasize on social media
• Twitter, Facebook, YouTube and
Instagram, Nike+
• Hashtag “#JustDoIt”
• Engage with customers
10. Goals and Objectives
• Allow users to feel like a part of the
launch and announcement.
• Twitter, Facebook, Instagram,
Snapchat and YouTube.
• Redefining what it means to work out.
10
12. • Monday, Wednesday and Friday
every other week.
• Tuesday and Thursday on
alternating weeks.
• #NikeVision.
• Tweets will include blog posts,
promotional content and
information about virtual reality.
Twitter Strategy
12
13. • Post every Wednesday.
• Each post will feature a
short video demonstrating
each of the five NikeVision
settings.
• Post pictures of VR users on
launch day.
• Statement or quote from the
featured user.
Instagram Strategy
13
14. • Customers can live stream the
product announcement on YouTube
and Facebook.
• The live stream will feature workout
tutorials using NikeVision glasses.
• Snapchat will have a SnapStory
for the product launch.
Facebook, Snapchat and YouTube
14
16. Target Audience
• Age range of 18-34.
• Women, young athletes and
runners.
• Partners with professional
athletes .
• Expand Nike’s audiences
• People who are interested in
both working out and
technology.
17. Target Audience – Personas
Whitesboro, NY Westchester, PA Hartford, Connecticut New York City, NY
Student News Anchor Athlete Worker
Age
Income
Patrick MooreMeredith ConleyAshley Gifford Tom Moore
21 51 12 43
$30,000 $94,000 $0 $42,000
18. Competitor Analysis - Hololens
• Created by Microsoft.
• Designed for 3D holograms,
games communications.
• Promoted on a custom
Twitter handle.
• 1.2k posts, 100k followers.
• Uses #Hololens.
• Retweets positive reviews.
• No specific product details.
19. • Athletic apparel company.
• Twitter account has 700K
followes, 25K posts.
• Features motivational and
healthy living content.
• Relatable and personal.
• Does not promote any of its
products.
Competitor Analysis - Reebok
24. Results and Measurements
EXAMPLE TEXT
Outcome Business Results
Output:
online and offline conference
celebrity endorsement
social media content
clippings, TV reports
new media contacts
competitor reports
market research
business partners
Advertisements
press release
media pool
Output
Outcomes
Shares and comments
Public awareness
Brand recognition
Total viewership
Share of voices
Bounce rates
Click rates
Tonality
Business Results
Return on investment
Employee retention
Retail store traffic
Online Traffic
Brand values
Market share
Stock Price
Reputation
Efficiency
Sale
Product announcement: Oct. 1, 2016
Product launch: Nov. 1, 2016
Social media campaign
Facebook, Twitter, Instagram, YouTube, Snapchat, company blog
Live launch event
Social media strategy- turn customers into brand advocates
Facebook
24 million
Shop now button
Links
a couple times a month
Multiple accounts
engagement
Instagram
43.5 million followers
Post about 3 times per week (832 total)
Pictures are easily readable, bright, clear, simple
Depict more of the Nike lifestyle rather than showcasing products
Pictures encourage high energy activity and adventure
Hashtags frequently used
Nike community has been created for people to share their own Nike fitness journeys
Creative visual content
Twitter @Nike
5.9 million followers
Posts multiple times per day (22.9k total)
Multiple twitters
An account specifically for women
hashtag of “JustDoIt”
Follower-Engage
followers- respond
Pinterest
Nike Women account
Snapchat
Branded geofilters
Experiment with the filters in an effort to reach a younger audience
Wants to interact with users
Nike has moved away from traditional advertising and placed an emphasis on social media
Has various accounts on Twitter, Facebook, YouTube and Instagram
New social network called Nike+
Nike uses platforms to answer questions, motivate followers, allow people to share their results
People connect with Nike online by using the hashtag “#JustDoIt,” which is Nike’s slogan
Nike prides itself on its ability to engage with customers
Focuses a large portion of resources on responding to users’ comments rather than sending out mass marketing messages
Respond to users at a fast rate which makes consumers feel valued and builds brand loyalty
Platforms give training advice, provide encouragement, and answer questions about products and customer service
Social media strategy- turn customers into brand advocates
Facebook
24 million
Shop now button
Links
a couple times a month
Multiple accounts
engagement
Instagram
43.5 million followers
Post about 3 times per week (832 total)
Pictures are easily readable, bright, clear, simple
Depict more of the Nike lifestyle rather than showcasing products
Pictures encourage high energy activity and adventure
Hashtags frequently used
Nike community has been created for people to share their own Nike fitness journeys
Creative visual content
Twitter @Nike
5.9 million followers
Posts multiple times per day (22.9k total)
Multiple twitters
An account specifically for women
hashtag of “JustDoIt”
Follower-Engage
followers- respond
Pinterest
Nike Women account
Snapchat
Branded geofilters
Experiment with the filters in an effort to reach a younger audience
Wants to interact with users
Nike has moved away from traditional advertising and placed an emphasis on social media
Has various accounts on Twitter, Facebook, YouTube and Instagram
New social network called Nike+
Nike uses platforms to answer questions, motivate followers, allow people to share their results
People connect with Nike online by using the hashtag “#JustDoIt,” which is Nike’s slogan
Nike prides itself on its ability to engage with customers
Focuses a large portion of resources on responding to users’ comments rather than sending out mass marketing messages
Respond to users at a fast rate which makes consumers feel valued and builds brand loyalty
Platforms give training advice, provide encouragement, and answer questions about products and customer service
Facebook
24 million
Shop now button that redirects users to online store
Links followers to their Instagram account and Nike support page
Don’t post that frequently, a couple times a month
Multiple Nike accounts on Facebook
Smaller specialized pages are more active than the main account
Nike Running page posts all content running-related
Nike responds to comments from followers and make the effort to write back to nearly every person who writes on the page
Instagram
43.5 million followers
Post about 3 times per week (832 total)
Pictures are easily readable, bright, clear, simple
Depict more of the Nike lifestyle rather than showcasing products
Pictures encourage high energy activity and adventure
Hashtags frequently used
Nike community has been created for people to share their own Nike fitness journeys
Creative visual content
Twitter @Nike
5.9 million followers
Posts multiple times per day (22.9k total)
Nike has many Twitter accounts representing each of the different sports they have involvement with
@NikeFootball, @NikeNYC, golf, basketball, Nike.com
Ranks alongside ASOS as one of the most active customer service feeds
Nike Support feed resolves product questions and technical needs, answers hundreds of questions per day
An account specifically for women
One offering support to athletes from other athletes
Posts are brief and are sentence-long motivational statements, most with the hashtag of their catchphrase “JustDoIt”
Simple tweets
Engage with followers by asking questions about their favorite Nike products and encourage them to tweet their own pictures in Nike gear
Excel on Twitter due to their interaction with followers- respond to nearly every mention they receive with advice and fun responses- makes the consumers feel valued
Pinterest
Nike Women account
Snapchat
Branded geofilters
Experiment with the filters in an effort to reach a younger audience
Wants to interact with users
Typically people in the age range of 18-34
Women, young athletes and runners
Partners with professional athletes to attract young customers
NikeVision will help expand Nike’s audiences and cater to a new crowd of people who are interested in both working out and technology
Microsoft’s Hololens product.
The product allows users to create 3D holograms, play games and use communication apps like Skype.
Promoted on a custom Twitter handle and uses #Hololens
Account retweets positive reviews but does not outline specific product details
Reebok
Athletic apparel company.
Not involved in virtual reality market.
Twitter account features motivational and healthy living content.
Relatable and personal.
Content is not specific to Reebok.
Does not promote any of its products.
Nike has more than 900 retail stores and 62,000 employees around the world. To ensure consistency, these branches will be asked to share the content made and disseminated by Nike’s communications department. Nike will also train a group of employees at each store to become NikeVision specialists. These NikeVision experts will also be responsible for post-sale service, collecting feedback from customers and reporting consumer concerns to the marketing team. This important role will help create a unique and top-of-the-line customer experience, while ultimately helping to sustain the social media campaign.
A product like NikeVision usually requires a marketing team of 300 to 600 employees. (Parekh) Therefore, Nike will need an internal marketing team of around 400 people to run this campaign. They will be responsible for the media that Nike owns, such as Nike’s official accounts on Facebook, Twitter, YouTube and Instagram. The internal marketing team will also do pitching, translations, foreign market analysis, write and post content about NikeVision and reply to customers’ questions. Nike will deploy an IT group to maintain the official website and collect data such as viewership, bounce rate and click rate to maintain the impact of the campaign.
Regarding the external resources and staff, Nike currently pitches to more than 2,000 media professionals on Twitter, many of whom have at least one million followers and are interested in both virtual reality and sports. Nike will feed them information and ask them to post content on Twitter in return. Similarly, Nike has identified the top 25 technology websites and blogs that are interested in virtual reality technology and will partner with them during the launch of the new product. The marketing team will also arrange interviews and trials for the top 10 YouTube celebrities who are interested in the technology industry. They will be expected to share their videos about NikeVision or their interviews with Nike’s designers on YouTube.
Microsoft’s Hololens product.
The product allows users to create 3D holograms, play games and use communication apps like Skype.
Promoted on a custom Twitter handle and uses #Hololens
Account retweets positive reviews but does not outline specific product details
While evaluation is commonly thought of as the final step of a campaign, it is important to measure success consistently throughout the process. Nike will evaluate its social media plan on Oct. 2, 2016 (the day after the announcement) and once a week following that date. By measuring results throughout the month-long campaign, the company will be able to adjust its plan as necessary to most effectively share its messaging and reach its target audiences. Nike will be able to measure this campaign through outputs, outcomes and business results.
Outputs are the primary results of this campaign. This measurement tool helps to determine Nike’s impact on the media and associated channels. Outputs include primary market research, competitor reports, the establishment of the media pool, the number of the advertisements and the amount of social media content Nike creates, the amount of content Nike generates through the media, the time of online and offline conferences and press releases, the number of press clippings, TV reports and the number of newly developed media contacts, business partners, celebrity endorsements and followers of the topic of NikeVision and Nike on social media platform. Outputs are important in determining the effectiveness of Nike’s content and the overall reach of the campaign.
Outcomes are a second method of the measurement, and they will help NIke better analyze the knowledge, opinions and attitudes of its target audiences. This phase of evaluation includes looking at the sentiment of social media posts and public opinion, the share of voices throughout the campaign, brand recognition, public awareness, click rates and bounce rates of Nike’s homepage and online store, the total viewership of NikeVision’s content and the average number of shares and comments on each post. This will help Nike determine how the campaign has shaped perceptions of the product and brand, as well as how, if at all, the NikeVision campaign has changed the behavior of its target audiences. Measurement of this phase mainly depends on mass surveys, data mining and secondary analysis tools such as Google Analytics or Sysomos MAPs. Nike should encrypt all of its links on social media, with bitlink or other tools, so that the company can track general information about the people who read its content. An important part of the outcome for this campaign will be collecting that information and applying it to future campaigns.
The last part of measuring the results of this campaign can be seen in its impact on Nike’s business. A good campaign usually leads to an increase in stock price, return on income, brand values and market share. The number of sales is another important parameter to measure the business results, along with the retail store traffic and the net sales per square foot for comparable stores. The measurement will also include the impact that campaigns, such as the NikeVision campaign, have on the organization as whole. Indications of success in this area include employee retention, brand reputation, Nike’s attractiveness to athletes and internal communication efficiency.
Outputs are the primary results of this campaign. It determines Nike’s impact on the media and associated channels. Outputs include primary market research, competitor reports, the establishment of the media pool, the number of the advertisements and the amount of social media content Nike creates, the amount of content Nike generates and posts on media, the time of online and offline conference and press release, a number of press clippings, TV reports, the number of newly developed media contacts, business partners, celebrity endorsement and followers of the topic of NikeVision and Nike on social media platform. Outputs are important in determining the effectiveness of Nike’s content and the overall reach of the campaign.
Outcomes are a second method of the measurement, and they will help NIke better analyze the knowledge, opinions and attitudes of its target audiences. This phase of evaluation includes the sentiment of social media posts and public opinion, the share of voices throughout the campaign, brand recognition, public awareness, click rates and bounce rates of Nike’s homepage and online store, the total viewership of NikeVision’s content and the average number of shares and comments on each post. This will help Nike determine how the campaign has shaped perceptions of the product and brand, as well as how, if at all, the NikeVision campaign has changed the behavior of its target audiences. Measurement of this phase mainly depends on mass surveys, data mining and secondary analysis tools such as Google Analytics or Sysomos MAPs. All of the links that Nike uses on social media should be encrypted, by bitlink or other tools, which will allow Nike to track general information about the people who read its content. An important part of the outcome for this campaign will be collecting that information and applying it to future campaigns.
The last part of campaign results is its impact on Nike’s business. A good campaign usually leads to an increase in stock price, return on investment, brand values and market share. The number of sales is another important parameter to measure the business results, along with the retail store traffic and the net sales per square foot for comparable stores. The measurement will also include the impact that campaigns, such as the NikeVision campaign, have on the organization as whole. Indications of success in this area include employee retention, brand reputation, Nike’s attractiveness to athletes and internal communication efficiency.
