1. Nike & Social Media
maandag 21 september 2009

2. Nike & Social Media
21/9/2009
maandag 21 september 2009

3. Hi, I’m Bart
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4. Conversation starters
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5. Social Media?
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6. Web 2.0
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7. Web 2.0
The ‘new’ web
creation
social
decentralized
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8. maandag 21 september 2009

9. Yelling does not work anymore
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10. What does work?
Listen
Facilitate
Converse
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11. Nike+
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12. Goal:
get new active runners into contact
with Nike+ as brand and as product
reactivate existing Nike+ runners
expand the network of Nike+
ambassadors
start conversations around Nike+
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13. maandag 21 september 2009

14. Give a well-chosen group
of bloggers a
brand experience.
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15. Approach:
select the right bloggers
listen to their feedback
facilitate them to spread the message
keep the conversation going
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16. Remember...
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17. maandag 21 september 2009

18. What does work?
Listen
Facilitate
Converse
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19. Social Media?
blogs
Facebook
Twitter
Netlog
Used to support, stimulate, facilitate
the Blog Challenge.
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20. maandag 21 september 2009

21. Leverage the network
effect
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22. The Setup
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23. 4 phases
warm-up women
men join in
worldwide challenge
Brussels 20km
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24. maandag 21 september 2009

25. Caution!
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26. maandag 21 september 2009

27. It’s not all downhill
initial trouble with technology
resolved swiftly
negative reporting turned into positive
feedback
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28. maandag 21 september 2009

29. The numbers
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30. Blogs
120 blogposts (expected 20)
Nike+ widget integrated by each
blogger
valuable feedback
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31. Twitter
180 tweets
5 active Twitterati, average of 280
followers
interaction between Bloggers and
followers about brand and campaign
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32. Netlog
friends: 8.185
visitors: 56.263
pictures: 1000+ votes
guest book: 645 comments
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33. Conclusion
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34. Listen
identify relevant online influentials
offer an experience
create new ambassadors with online
impact
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35. Facilitate
facilitate to spread the message
solve possible problems
keep the conversation going
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36. Converse
interaction between bloggers and Nike
interaction between bloggers and
followers
across different platforms
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37. The overall feel of the
participants is positive
towards the brand, Nike+
and campaign.
-> Word of Mouth effect
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38. Questions?
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39. Bart
E: bart@talkingheads.be
T: +32 495 51 36 36
Sofie
E: sofie@talkingheads.be
T: +32 478 20 84 11
maandag 21 september 2009

40. E:info@talkingheads.be
T: +32 9 269 52 45
maandag 21 september 2009