Nike is the number one brand in sports products. The document analyzes and compares the Facebook marketing strategies of Nike, Adidas, and Puma. It finds that posts featuring famous athletes or touching on people's lives receive the most engagement. Nike tends to focus more on ideology while Adidas and Puma showcase products more. The document recommends Nike post more frequently and leverage events to increase consumer participation on its Facebook page.
2. Introduction of client and product category
Brief introduction of your client and product category
Nike is the company that making sports products and the NO.1 brand in this market.
Nike’s sales revenue is about 180 billion dollars and the employees are about 35,000
person. Nike’s the best and popular product is the running shoes especially “air Jordan”
series. Recently, the demand in China is increasing and we expect Nike is constantly
growing in the sneakers market.
Overview of Facebook Marketing
Over 15million people liked the Nike’s facebook fan page.The result of searching the
Nike’s facebook page for recent 2 years, in the first half of the 2012 the contents was
uploaded twice a month. After 2012 July, the content was uploaded almost a day. Then
in 2013, facebook upload is getting slow again. When the Nike got many likes, it
becomes over 70 thousand and comments become over one thousand and 5 hundred. In
other way in not popular contents, they got just one thousand likes and one hundred of
comments only. In the first half of 2012, the videos were main contents. Since June,
many famous sports stars like Maria sharapova, Rafael Nadal, Serena Williams, Roger
Federer, Jon Bones Jones photos were uploaded. And in these contents, they’ve got a lot
of likes and commnets. In the photo, there is some messages that Nike wants to tell the
consumers. The messages are almost about the life and encourage people but it is also
related with Nike. The contents are mainly text with the popular sports star’s photo and
link the video on them. Also Nike posted the new product pictures and the link of the
3. Nike store homepage that we can easily see and buy the goods. Nike doesn’t posted the
only text because they know it’s boring to read. Nike facebook page doesn’t provide
feedback to their consumers. I think it’s because Nike is connecting with are many
people so they don’t have much time to feedback every person. the language is English
only and the tone was formal.
NIKE’s Analysis of Client’s Social Media Page
The best effective content based on Likes/Comments
The best effective content is that the copy “THIS IS JUST THE BEGINNING” with the
picture of Neymar Jr. Oficial in July, 2013. In this content, likes are over 286 thousand
and comments are over 6 thousand. This happened because Neymar is the rising super
soccer star in Brazil. There were many comments that cheering Neymar.
The worst effective content based on Likes/Comments
The worst effective content is the video which is the title of “The true heart of
champions”. This video shows the sports players wake up in the morning and get ready
for the game. There is no caption of narration. Also many players came in so viewers
can’t concentrate on the contents. Consumers can’t expect why Nike uploaded this
video. Likes are only 470 and comments are the number of 65.
Good examples
4. Since July 2012, the word “Greatness” came often. In 27th July 2012, the picture of a
wheelchair racing guy was uploaded. The title is “Greatness is wherever you are trying
to find it. Where doyou find greatness?”Likes are 65 thousand and comments are over 2
thousand and 7 hundred. One person commented “Nike doesn’t only make shoes.”I
think this picture show us to find our greatness in the hard working exercise and
stimulate the viewer’s sensitivity. So people who see this picture, they press the like
button. This content has 65 thousand of likes and 2 thousand and 7 hundred of
comments.
Nike uploaded the new commercial advertisement in 22th August 2013. The title is
“What are you doing today to beat yesterday?”This ad tell us to challenge more high
course. Who learn something new, then do better and better to beat the champions. This
content has 70 thousand of likes and 2 thousand 5 hundred of comments. The playback
time is about 1 minute 30 seconds. It’s Quite long time in facebook but with the fast
change of scenes and the low tone of the narration makes the people concentrate on this
commercial. In the comments there are many compliments like “elegant, best ad ever,
5. great commercial” about this advertisement.
Bad examples
In 7th June 2012, the title of “Look better. Feel better. Run better. The Nike + sport
watch GPS gets a fresh new look for summer.” was uploaded. It was about the Nike’s
summer season’s new product. But it doesn’t seem creative or special. We can see these
kinds of watch everywhere. Also there is no words or phrases in the picture. This
content got only 900 likes and 55 comments. I think this is the mistake of the new
product’s public relations.
6. This video shows the new Nike’s app and explain what functions are in it. We can’t see
the especially surprising app functions. Also people doesn’t like the only commercial.
People want the commercial that communicate each other and sympathy on it. Viewers
hate simply providing the information. So this content got only 540 likes and 72
comments.
Analysis of Two competitors’ Social Media Page
⑴
ADIDAS
The best effective content based on Likes/Comments
In 3th May 2012, the content that title of “Be inspired by supa Nails’ sweet tumblr, and
see how she painted her nails with an Originals twist!”was uploaded. This is the picture
of the nail art with Adidas logo. In these days girls don’t just color the nail but put the
patterns. This content got 85 thousand of likes and one thousand 7 hundred of
comments. I guess Adidas penetrate the girl’s
interest and show unique pattern of nail
art with using Adidas mark. People press the like button when they think it’s beautiful
or something special so I think this facebook marketing was successful.
The worst effective content based on Likes/Comments
In 8th June 2012, the rapper Joey Badass’s new album track “DAILY ROUTINE” was
uploaded. This content got 691 likes and 28 comments. People don’t begin to pay
attention because this rapper is not popular and also there was no interrelationship
between this music and Adidas. When viewers watch the “view the video today and
download the track at yourstru.ly:” phrase, consumers can feel “it’s just the commercial
to just get profit from us.”
7.
Good examples
I guess this picture was uploaded on Monday. Consumers need to cheer up in the
Monday morning especially because we played a lot in the weekend. The situation
match with the people’s life and in the cappuccino, Adidas logo is in it. I think this kind
of page can make people press more likes who doesn’t really interested in Adidas. They
just press like button just they need some coffee. This kind of content can bring forth a
bit of empathy for the people’s situation in the picture. 52 thousand of likes and over 6
hundred of comments were written.
8. This watch is an Adidas’s winter collection. This picture of watch can make the people
more pay attention because it’s limited addition. We can know people press the like
button whatever it is just Adidas’s new product but it is worth of it and looks awesome.
This content got 60 thousand likes and one thousand 5 hundred comments.
Bad examples
I found the Korean content in foreign Adidas Facebook fan page. After August 2013,
about ten contents of Korean commercials were uploaded. But all of them had markedly
low likes and comments. We can’t say using models in Facebook is a wrong method but
“kang dong one” is famous movie star in only Korea. In other country, they don’t really
know about this actor. Also consumers can’t understand Korean. They can’t actively
participate in this content. If Adidas want to use “kang dong one” to notice this product
then I recommend to make Adidas Korea fan page.
9. I couldn’t say it is bad example because it was written in Korean. But in this content
there is no sincerity. Facebook manager could bring some Snoop Dogg’s concert poster
or an eye-catching concert video. They just linked the concert video. It is cumbersome
so consumers couldn’t make active participation on this content. In case of Nike, they
put the capture of the video or lettered the short phrase of video.
⑵
PUMA
The best effective content based on Likes/Comments
The picture of America oracle team’s victory was uploaded and PUMA is sponsoring
thins team. Actually Nike has many sponsor sportsman and they have got more medals
on the Olympic Games or World cup. But Nike didn’t exposure in the Facebook so
many people remain ignorant of it. Winning with wearing Puma’s uniform means that
the quality of the product is good as the player’s capacity. So I think this commercial
could be the good way to appeal the company’s product quality. This content got more
than 7 thousand likes and 160 comments.
The worst effective content based on Likes/Comments
I choose the video content with the title of “Usain Bolt prepares by practicing his
Russian language skills after training” in 31th July 2013. It seems to be a good
10. marketing effect when we think there is Usain Bolt wearing Puma uniform and win the
race or practice before the game. But we don’t actually hope for Usain Bolt studying
Russian language. It could be fun but in the video, Usain Bolt just repeat after the
cassette. ThroughUsain Bolt came in the video, only 700 likes and 12 comments were
written.
Good examples
Simple picture and simple phrase but it makes people more participate because they are
asking us what our favorite color of the shoes is. It is easy question that every person
can answer so people can participate and write the comments easily. Ithoughtthis kinds
of asking question content makes more interest to the people than explain just the
products.Also there are many likes and comments compare to other PUMA’s contents.
11. This content is one of the most PUMA’s Facebook page does. They just show one pair
of running shoes with the fantastic background. They don’t bring many pairs of running
shoes. It contains so simple picture and letter but strangely people pressed 10 thousand
of likes in this picture. Ithink because the title and the picture were so touched to
consumers. The title is “Even in the dark these Animal stand out.” We can guess that
PUMA’s converse shines and contains good quality even in the night.
Bad examples
12. This content is as same as Nike that explains the new PUMA’s app. There is no
specially amazing function. The woman in the video just turns on the app and shows us
about the new PUMA’s app. I think well communication between company and
consumers is the best way of marketing. But in this content they only delivery the
information.So likes in this content had just 588 and 40 comments only.Contents have
to move people’s mind.
Dancing in the club party picture was uploaded with the question of “have you ever
been to an all-night dace party?” But it seems like this picture have no connection with
PUMA. And we can’t find any clear intention. Good content have to appeal both
PUMA’s product or company and consumer’s bond of sympathy.
SWOT&Insights
Similarities and difference comparing Nike and competitors
Nike also posted running shoes products but almost they uploaded the poster of the
famous sports star picture with some letters which contains the Nike’s ideology. In this
13. kinds of posting, the number of like and comment were so many. Also there was no
Korean word posting. Every posting was in English. In the other hand, ADIDAS or
PUMA posted their own products a lot. Also I could find some Korean word contents.
In the all Facebook page, the probability of getting likes and comments was high when
they posted with pictures than video. People don’t have time to watch all the video and
easily get bored of it.
What unexpected things did you observe?
I thought NIKE got much more likes and comments because the people who liked that
page is the best. But even if the page likes are noticeably low, they got many likes as
NIKE when they post the interesting contents. In reality NIKE, ADIDAS, PUMA got
similar number of likes.
NIKE’s SWOT analysis
Strong : the best brand power in sports product company. NIKE can do many
promotions or advertisements of using “Just do it”. They have strong brand image in
consumer’s mind.
Weaknesses : NIKE has some tendency that they think the ideology is important only. I
feel like NIKE wins because of the brand power not the quality of products.
Utilize of
Facebook is lower than ADIDAS or PUMA. They upload just 5 contents a month.
Opportunities : ADIDAS or PUMA doesn’t have clear company’s ideology. People can’t
imagine clearly when they think of those two brands. In Korea, outdoor boom is starting.
I think NIKE’s running shoes demand will increase in Korea if NIKE uses this good
situation.
Threats : Many NIKE’s sports models got incidents. It could bring bad images to NIKE.
14.
In conclusion, what insights did you get?
NIKE is doing well in Facebook marketing either. But they have to post more like twice
a week or once a day. If NIKE found Korea’s outdoor boom is getting started, they need
to make some marketing about this situation in Korea.
Recommendation for your client
In NIKE but also in ADIDAS or PUMA, there is no Facebook event that people
who share or leave the comments on the posting, some people can get that goods
with lottery. Even if they didn’t have any interests in the product and just
commented to get it, they have some desire to get it. So they could buy the
commented product by their own money if they got failed. Also their friends can
see in each of their Newspeed. To make more participation with consumers will be
the better Facebook utility. For example, NIKE post the new arrival running shoes
in the Facebook, and they give it to five person who shared the posting or left some
comments. Because NIKE is a multinational corporation, every person in each
country can participate in this event.
I think it’s good way to post NIKE and consumers related video or picture. Case
study with one of the good examples of ADIDAS, cappuccino with ADIDAS logo in
the Monday morning can inspire viewers. NIKE needs to communicate with the
consumers like this. For example, post “Just do it” on the table for students or
15. post“Just do it” on the computer for the office workers to spend more active day.
Finally I recommend the participation contents. For example post three people
who wear all of NIKE products and make their own fashion. Then ask consumers
to choose what fashion is the most fashionable. People will participate easily and
they would watch whose fashion is the most popular in the comments.
