Nike on community building and guidelines, not rules.
“In order to provide that consistent experience on social media, it’s important that employees understand the brand down to its core. Here are several questions that every employee should be able to answer:
Who are we?
What do we do?
Why do we do it?
What do we stand for?
What is our brand voice?
How does our product improve people’s lives?
Nike provides employees with a set of guidelines and examples on how to handle certain situations and conversations across social media. These guidelines and examples help customer care representatives to develop a specific tone of voice from day one.”
Nike’s Secret to Success on Instagram: Building an Engaged Community
With more than 83 million followers around the world, Nike is easily in the top 20 most followed Instagram accounts globally (out of nearly one billion). But it’s also a ton of incoming…
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“Nike cares most about the category influencers and tastemakers — nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”
Taking stand creates $43 mio in hashtag#reach for hashtag#Nike “the exposure generated by the controversy was the equivalent of roughly $43 million in media. The majority of that exposure was “neutral to positive [Bloomberg]”
How Nike drive sales: “app users spend nearly triple what they do on Nike.com”, “Selling shoes on #Amazon could pay off for Nike in the near term, but the longer term question is how Amazon’s pricing might affect Nike’s business and brand.”
Another smart #content move from Nike in #breaking2. Their story continues and rolls on and on, sharing insights from inside out, shared by partners, fans and enthousiasts. Lesson learned, plan and expand your story, even after the finishline.
“To me, at least, Breaking2 seems to have reached a kind of marketing nirvana, something that brands promise all the time without really delivering — a great story that also happens to be part of an advertising campaign.”
Nike’s Breaking2 initiative was a crazy physical achievement and a brilliant marketing campaign _ TechCrunch
“innovation must always come first for Nike to stay at the cutting edge. So it’s a constant balancing act between investing in the slow, deliberate process of developing technology and keeping up with the latest styles. “We’re very aware of trends, but in order to push forward on our innovation agenda, we work on long lead times,”