NIKE CASE STUDY
By: Stefani Lawless, Alexsa Woodward,
Katelynn Spaid, Katie Pfister, Taylor Nelson
Alan Abitbol, Online and Digital Public Relations – PR 3315-001
November 17, 2013
Intro
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American company
Worldwide marketing and selling of footwear,
apparel, accessories, services and equipment
Founded by Phillip Knight, a track athlete from
University of Oregon, and Bill Bowerman (coach)
One of the two fortune 500 companies in Oregon
The name came from the Greek goddess of victory
Sponsors high profile athletes and sports teams
Also owns Converse and Hurley Inc.
Social Media Profile
Figure 1.1
•The first keyword we analyzed overtime was “nike.”
•We classified this keyword as broad and would generate more feedback.
•Through Nov. 5- Nov. 19, “nike” was tweeted at a constant rate.
•Minimum fluctuation around 55,000 tweets a day
Social Media Profile
Figure 1.2
•Our second keyword “@nike”
•This keyword was classified as a tag, being narrow and specific.
•Tweets peak high on Nov. 7th
•Dips were lowest on Nov. 10th and 11th.
•This dip could be the results of: lack of online content, people were more engaged with
more interesting content, a product development, or even an event could have occurred.
Overall Sentiment
Sentiments - 1
Keyword
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“nike”
Overall positive sentiment for
key word “nike”
Highest: 28% amusement
excitement
Positive interaction with
products
Lowest: 4% fear Uneasiness
Negative interaction with
products
Fear to buy product
Figure 1.3
Overall Sentiment
Sentiment - 2
Keyword
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“#nike”
Overall positive sentiment
Highest: 33% affection
friendliness and enjoyment
Elation.
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Friendliness of customer
service
Enjoyment of product used
Lowest: 6% anger loathing
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Figure 1.4
Others who are jealous and
want the product
Competitive Analysis
Figure 1.5
The keywords
“nike” and
“adidas” were
compared in an
analytics report.
(November 6thNovember 20th)
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Nike maintained a significant difference in the number of
mentions by thousands.
On November 14th Nike’s mentions decreased and
Adidas’s mentions increased, similar to a change in social
media market share that day.
This happened because Adidas posted a catchy tweet
that day, and Nike did not tweet at all.
Actionable Social Media Insights
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Through our monitoring efforts, we suggest the
following actionable recommendations for Nike to
implement:
 In
addition to the current Nike twitter accounts, creating
1 or 2 other accounts would increase content posting
and sharing by providing another outlet for fans and
consumers. Such as: Nike ‘Personality’ Account or
Follower Feedback Account.
 Continue with the friendly service, 33% of tweets
expressed positive sentiments. A suggestion would be to
put twitter logos on their in-store employees nametags.
Actionable Social Media Insights
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Continued
 We
would also recommend all the departments such as
Communications, Marketing, Customer Service, HR, and
R&D/Product Development sent representatives on a
regular basis to pitch new concepts and ideas. This will
increase materials to use as online content for
engagement and feedback.
Conclusion
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Nike is a thriving company in the sportswear market
and a dominant social media player on Twitter.
As a company, it does well keeping sentiments high
and positive in consumers. This is most likely due to
great customer service and quality products.
Having constantly over 40,000 daily mentions of
the general keyword “nike”is an impressive
branding feat for a company.
Appendices
"Nike - Beaverton, OR - Product/Service | Facebook." Facebook. N.p., n.d. Web. 18
Nov. 2013.
"REGISTER." Nike.com. N.p., n.d. Web. 18 Nov. 2013.
Woodward, Alexsa K. "Social Media Management Dashboard - HootSuite." Social
Media Management Dashboard - HootSuite. N.p., n.d. Web. 20 Nov. 2013.
*all graphs came from Alexsa’s Hootsuite Dashboard