In-depth social media strategy for Nike, Inc.

1. Nike,Inc.
Social Media Strategy
By: Greter Gonzalez

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Customer Demographic Assessment
c. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critics Response Plan
10. Measurement and Reporting Results

3. Executive Summary
Nike is multinational corporation that sells footwear, clothes, accessories and many
other products. Our major social media goal is to increase brand recognition and online
influence and increase customer engagement on all social media platforms.
The primary focus will be to support the company’s brand by driving more visitors to our
website and social media platforms by creating interactive and engaging content
through cross-channel promotions and drive visitor loyalty.
Strategies:
1. Increase the amount of interactive graphics, videos, and
images we publish/share
2. Improve conversion rates by increasing visitor loyalty

4. Social Media Audit
The following is an audit of Nike,Inc. social media presence to date (February 2017). It includes an assessment of all social
networks, web traffic, audience demographics, and a competitor analysis.
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engage
ment
Activity
Twitter https://twitter.co
m/Nike
6.79M 2 post/week 30.8%
Facebook https://www.face
book.com/nike
27.6M 3 post/week 10%
Instagram https://www.insta
gram.com/nike/
69.4M 1 post/week 32%
YouTube https://www.yout
ube.com/user/nik
e
591,017 3 post/week 34%

5. Social Media Assessment
After reviewing Nike,Inc.’s social media accounts, the highest
number of interactions per post happen via Instagram and
YouTube.
There’s a low amount of engagement on Facebook. It is
recommended to increase the activity on Facebook by
generating content that is appropriate for the audience on
Facebook.

6. Website Traffic Sources Assessment
Data as of February 2016
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 70,000 unique
visits
20% 10%
Facebook 10,000 unique
visits
8% 5%
Instagram 600,000 unique
visits
28% 35%
YouTube 900,000 unique
visits
32% 40%
YouTube videos and Instagram post are the biggest drivers of traffic to
our website. YouTube and Instagram’s conversion rate is relatively
close.

7. Audience Demographic Assessment
A majority of Nike’s audience are in the 16-35 age group. Nike targets young athletes and
image conscious individuals. Instagram and Twitter are their main social media networks,
therefore we should work towards creating more content for these channels.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
16-20
25%
65% Male
35% Female
Twitter Instagram Athletes
Exercise
Style
21-35
50%
57% Male
43% Female
Instagram Twitter Athletes
Exercise
Style
36-49
20%
70% Male
30% Female
Facebook Twitter Comfort
Exercise
Style
50-65
5%
80% Male
20% Female
Facebook Twitter Comfort Style

8. Competitor Assessment
The above assessment focused on the two major competitors. Nike’s
brand awareness is higher than both of it’s competitors. However, Nike
should post as frequent as both of these companies do on social media.
This way Nike can stay relevant and prominent in the field.
Competitor Social Media Profile Strengths Weaknesses
Adidas Instagram - adidas Relevant, unique,
trendy post on a daily
basis.
Less followers than
Adias. Less use of
popular public figures
in their campaigns.
Puma Instagram - puma All of the posts
include images of
shoes in a creative
setting.
Don’t include user
generated content.
Less followers than
Nike and Adidas.

9. Social Media Objectives
The focus will be to support the company’s brand by driving more visitors to our website
and social media platforms by creating interactive and engaging content.
1. In order to increase engagement, there will be an increase the amount of interactive
graphics, videos, and images we publish/share.
a. Increase amount of new followers on Twitter and Instagram by 35% in 6 months
b. Increase use of promotional videos on Twitter and Instagram
c. Create live stories on Instagram
2. This will help Improve conversion rates by increasing visitor loyalty.
a. Increase online sales by 20% in 6 months
b. Provide promotional codes via social media
c. Increase user generated content via online giveaways

10. Social Media Objectives
Key Message
● To bring innovation and inspiration to all customers
● Motivate everyone to stay fit and be comfortable
● Sell high-quality, affordable shoes to everyone
KPIs:
● Number of unique visitors on Twitter, Instagram, Facebook
● Number of loyal customers on website
● Number of video and photo post on all social media
platforms
● Number of followers on Twitter and Instagram

11. Online Brand Persona and Voice
Nike is known for being:
❏ Reliable
❏ Comfortable
❏ Innovative
❏ Bold
When interacting with customers we are:
❏ Helpful
❏ Insightful
❏ Honest
❏ Friendly
❏ Motivational

12. Strategies and Tools
Paid
● Pay for advertisement on Instagram and Facebook every Tuesday and
Thursday
● Post must reach a 40% engagement rate including comments and shares
Owned
● Encourage the adoption of the Hashtag #justdoit by the target audience
every Monday
● Provide motivation to all followers using the hashtag #justdoit
● Promote the hashtag in stores when customers make a purchase
Earned
● Monitor the use of any Nike related hashtag, and reply to users on Twitter,
Instagram and Facebook
● Create live twitter chats to encourage followers to interact with the
Tools
Approved Tools:
Buffer, Hootsuite,
TweetDeck
Rejected Tools: N/A
Existing
Subscriptions:
Photoshop, YouTube

13. Timing and Key Dates
Holiday Dates:
● New Year’s
● Valentine’s Day
● Fourth of July
● Black Friday
● Cyber Monday
● Thanksgiving
● Holiday Season ( Nov-Jan)
Internal Dates:
● New shoe launches
● NBA All-star weekend
● NBA Playoffs
● NFL Sundays
● Annual sporting events
Reporting Date
● Reporting will occur bi-yearly in May and then in
December. Exact dates are TBA.

14. Social Media Roles and Responsibilities
● President, Product & Merchandising: Michael Spillane
● Global Sports Marketing: John Slusher
● Global Brand Digital Specialist: Jamie Shisler
● Supporting Social Media Team Members

15. Social Media Policy
Nike, Inc creates a culture of innovation. The company’s focus is to create
products, services and experiences for all athletes and individuals. In today’s
world, social media is a daily part of our lives. Social media is crucial in ensuring
the success of a company, it allows us to spread messages, communicate,
interact and connect. As a representative and employee of Nike, you are expected
to follow these simple guidelines to ensure the success of the brand:
● Be honest
● Interact in a friendly yet professional manner
● Provide support to all customers
● Engage and be helpful
● No slang or inappropriate language

16. Critical Response Plan
Scenario 1: Inappropriate Instagram post from @Nike
1. When post is detected:
a. Take screenshot
b. Delete Instagram post
c. Alert Michael Spillane
2. Michael will create a plan for impact and reach, further
action will be evaluated
3. Appropriate post to be created by Michael
4. Social media team and risk management team to contact
any media that has picked up the most
5. Michael to set up a meeting with employee responsible
to discuss repercussions
Pre-approved
message: N/A
Message will
depend on the
severity of the
Instagram post

17. Critical Response Plan
Scenario 2: Backlash from Twitter post
1. Social media team to notify Michael
2. If media picks up the tweet, social media team will contact them
3. Michael to evaluate the situation and create a statement to release to
customer
4. Social media team and risk management team to set up a meeting to discuss
how to avoid situations like this
Pre-approved message: “We are deeply
sorry if our post of offended anyone. Nike,
Inc. cares about it’s customers. Please
send us a direct message.

18. Measurement and Reporting Results
Website Traffic Sources Assessment:
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 100,000
unique visits
+20% growth
30% 15%
Facebook 30,000
unique visits
+10% growth
15% 10%
Instagram 900,000
unique visits
+30% growth
30% 45%
YouTube 900,000
unique visits
+20% growth
32% 50%
Quantitatie KPIs:
Reporting period:
Quarterly
Data as of May 2017

19. Measurement and Reporting Results
Social Network Data as of May 2017
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagem
ent
Activity
Twitter https://twitter.com/
Nike
8.79M
20% growth
15 post/week 30.8%
Facebook https://www.faceb
ook.com/nike
29.6M
10% growth
10 post/week 18%
Instagram https://www.instag
ram.com/nike/
75.4M
20% growth
5 post/week 40%
YouTube https://www.youtu
be.com/user/nike
1M
50% growth
5 post/week 24%

20. Measurement and Reporting Results
Social Network Data Findings:
● By increasing the amount of post on all of our social media accounts, produced more interactive
content and replying to our target audience we have increased all of our engagement,following and
customer loyalty across all social media platforms.
#JustDoit Hashtag:
● The hashtag was used over 50,000 over the last six months every Monday. It’s successfully being
used on all social media platforms not just Twitter.
Qualitative KPIs:
● Positive sentiment comes from innovative, interactive post.
● Negative sentiment comes from unhappy customers who find that shoes are out of stock.
Proposed Action Items:
● Continue to post frequently on all channels
● Encourage the use of the #justdoit hashtag
● Increase innovate create post