While Nike's brand strategy in the early 2000s was “big and broad”, now it's more focused around creating compelling experiences for customers using social media.
So said Kemi Benjamin, brand manager for Nike SA, giving a case study of how the company uses social media, at the Social Media World Forum Africa, last week.
The aim of the shift, said Benjamin, is to inspire “brand advocacy” - customers promoting the brand to their friends, family and connections.
However, Benjamin believes word of mouth is still the most effective marketing tool. Nike aims to turn customers into “influencers” who recommend the product to their peers and develop into a loyal base, he explained.
This, according to Benjamin, increases marketplace capacity and reduces costs for the brand in the long-run.
Due to the high mobile penetration in SA, Nike has concentrated on mobile campaigns locally. For example, an app that tracks an athlete's best running time and shares it with their friends. Benjamin stressed that Nike's social media campaigns still go hand-in-hand with real life experiences to promote the brand.
He offered some key advice based on the lessons Nike has learnt through its experience with social media:
1) Core marketing principles still apply; they just need to be adjusted to fit with new media.
2) Know the brand objectives first and determine what social media will bring to the brand.
3) Brand advocacy from customers (word of mouth) is critical, but it requires work and resources.
4) Social media is like a child that needs to be fed. It needs care and attention. It's always on 24/7.
5) If companies are analytical and sweat each detail, it will produce great results.
6) It's not all digital. Don't ignore the physical. Integrate both.
7) Provide a framework and don't be afraid to take risks; the company will gain respect.
8) On mobile, offer fast, light, applications that are easy to access.
9) Always operate on the consumer's terms, according to what they want.
10) If needing to build followers, do so early on and then leverage them later as part of a campaign. Don't strategise just to get numbers.
Share