By considering the fact that supporters tend to increasingly use Facebook or Twitter to follow their favorite teams and players, Nike has established a huge digital strategy.
They achieved to connect with their consumers by delivering the right content to the right person at the best time. Let’s analyze how Nike has implanted its digital strategy on each of the top social media to create and develop a growing community over the years.
On Facebook, Nike’s strategy has been to create a page for each of its sport category. By way of example, we have the possibility to subscribe for Nike Football, Nike Running, Nike Basketball, and Nike Skateboarding and so on. Indeed, it would be more difficult to bring together on a same platform people interested by different sports, partly because it could impact negatively the community sense and interaction between subscribers.
On Twitter, the segmentation strategy remains in place as well. However, the content strategy is not the same, since the news feed from Twitter has to be updated more often. There is also the fact that Nike has created a Twitter support account under the pseudonym @NikeSupport in order to respond directly to consumer’s tweets in real time. Thus, a direct communication is established, creating a special feeling for the consumer to be heard and considered by the brand.
On Pinterest, Nike has redefine its strategy. Since the audience is mostly feminine, Nike has created a page called “Nike Women”. Even if it is one of the smallest platform for Nike, it still very relevant because of its targeted audience. Moreover, each of the picture posted by the brand is directly connected with the official website via backlinks – a really good strategy to create traffic and increase awareness.
Concerning Instagram, Nike is just the most popular brand of the social media, with more than 38 million of followers. Over the years, Nike has succeed to create a gigantic community, thanks to its various publications, from beautiful landscapes to training video records. The brand has clearly succeed to train and implement the habit to use its name as hashtag in order to make the community becoming bigger and bigger. Nike still the leader brand on the social media since 7 years now and that also can be explain partly because the company has been the quickest to implement itself on the social media compared to other sports brand.
Finally, after all this success, Nike has quickly realized that the moment was coming to launch its own social network. In 2009, the company created Nike +, which is a platform allowing millions of joggers to measure their performance while being challenged and motivated by Nike. Congratulations on Nike digital team!