Tagged 'nike'

Put your money (and time) where the fans are: From social media innovation to practice

Posted by Yuna Park on June 11th, 2013 at 12:13 pm

This post is the last in a three-part series with practical tips for marketers to pursue social and digital innovation. Read the first post, on maximizing your personal social media usage, here and the second post, on how to uncover the coolest new apps and toys, here.
You have the tools at your avail and you’re learning continuously about the social and digital landscape. But how do you take everything you’ve learned and put it into practice for your brand?

1. Experiment during existing campaigns. Don’t get overwhelmed by a new platform or technology. Think of how it can help add to your existing campaigns. Taco Bell did an excellent job with this, leveraging the growth of Snapchat to share the news that their Beefy Crunchy Burrito was returning to the menu. To do so, Taco Bell encouraged its existing social fans to add “tacobell” as a friend on Snapchat in order to be looped into an upcoming secret announcement. The Snapchat of the Beefy Crunchy Burrito was sent, generating a wealth of noise for the brand and the product launch, and then Taco Bell’s activity subsided on Snapchat. They were able to appropriately and successfully utilize a new platform for... Read more

5 Top Trends in Mobile Marketing 2013

Posted by Rick Mathieson on December 29th, 2012 at 3:48 pm

Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more

Nike Runs In A Different Messaging Direction – What Other Brands Can Learn

Posted by Mike Hagan on May 24th, 2012 at 11:49 am

Sometimes even the most well known brands change their messaging. This is usually done during a rebranding process, implementing a makeover to redefine key messages to consumers, but sometimes a brand makes changes when they are missing a portion of their target market.
Every week, I go to my parents' house to watch American Idol. One night a few weeks ago they were tuned in with my sister, and being the outcast of the family who doesn’t watch Idol, I sat on my laptop in the kitchen playing music through my headphones in an attempt to drown out the nauseating voices of the judges (it’s appalling to me that a certain female judge can be considered a reputable gauge of musical talent). Commercial breaks were used for their own judging sessions, while playing on their phones or in my mom’s case, reading a book. During one break, a catchy tune from the TV prompted a lengthy, uncommon silence from the peanut gallery.
The spot was a Nike ad unlike any I had seen before.
Instead of an intense pump up song, the tune sounded like it was straight out of an Apple ad. The short musical strays from Nike’s typical messaging, telling a non-sports... Read more

The Importance of Social Sign-On

Posted by Tom Edwards on February 9th, 2012 at 11:50 am

We have all dealt with "YAN" in one form or another over the past few years. YAN stands for Yet Another Network login. This stems from brands using proprietary authentication methods vs. leveraging Open Authorization (OAuth) such as Facebook's Graph API (OAuth 2.0). To put it simply, brands like to use their own username & passwords vs. allowing a user to login with their Facebook or Twitter ID's.
YAN is an even bigger issue when combined with the fact that 88% of online buyers had at some point intentionally left registration information blank or used incorrect information when signing up for a new account, up 12% from 2010. Also, the expectation of consumers for brands to support Social Sign-On has increased significantly as eMarketer and Janrain recently reported that consumer desire for Social Sign-On has increased to 77% of US Online Buyers in 2011.

The importance of leveraging a single sign on authentication platform that is socially enabled becomes the key to unlocking a brands social CRM strategy. The reason for this is that Social Sign-On can lower the barrier of entry for a user, increase validity of data via the users social graph as well as increase stay rates.
According to recent... Read more

Report: The Most Engaging Facebook Content For Sport Shoe Brands

Posted by Doug Schumacher on August 24th, 2011 at 3:06 pm

This week we look at, among other things, the content calendar behind the most successful post of the month, the online launch of DC Shoes "Gymkhana" video. (The posting calendar for the event, highlighted in the the orange box, is shown below.)

This week's report analyzes the following brands:

Converse
DC Shoes
Nike
Puma
Vans
adidas Originals

Three of the big takeaways from this week's analysis:

The most engaging posts across the industry involve photos and videos

Not surprising from such a visually-driven industry

DC Shoes built a successful video launch through a well-executed lead-in campaign

Analysis of how DC Shoes launched their Gymkana video

Creativity as a brand personality trait helps activate communities

Converse has a long history of fostering consumer creativity; It's not surprising to see their fans actively posting their own creations

You can review or download the entire report here: http://bit.ly/shoe215
If you’d like to analyze the same data yourself with Facebook page analysis tool Zuum, you can register to get access here.