Week 3 - Social Listening

1. What brand did you select? What are people saying about the company, brand, or a product? What interested you about this brand or product?

    The brand I selected is Nike. On Nike’s main Instagram account (@Nike), people are more excited than ever about their After Dark running campaign. Nike has recently launched a number of races around the world, ranging from half marathons to full marathons, to promote their new Nike Alphafly 3s. The market has called it "the most transformative racing shoe that has ever existed." I LOVE running and have a lot of brand loyalty toward Nike products, especially their running gear. Learning about different athletic companies, especially Nike, and being a part of their community is my passion.

2. What is the company/brand's Value Proposition?

    Nike’s mission has always been to empower athletes at every level while creating innovative, fashionable products for every type of athlete in any sport. Nike has positioned itself as the brand that supports individual goals and achievements by developing new technology, comfort, and style in their apparel, footwear, and training equipment. Their slogan, "Just Do It," motivates consumers, encouraging everyday people to strive for their personal best. Nike also champions diversity and equality, consistently stating, "If you have a body, you are an elite athlete." This makes their products appealing to both professional athletes and everyday goal-driven individuals. In addition to innovative products, Nike offers digital tools like the Nike Training App and the Nike Run Club, which I use regularly. Nike’s value proposition combines well-made performance products, motivation, and a sense of belonging for all athletes.

3. What are THREE specific things (good and/or bad) people are saying? Include examples of the comments on your post, including the names of those who said them. Next, comment on those social media comments.

• “Nice, but not for running”
• “Perfect sneakers to wear in jeans”
• “But Nike is not giving stability shoes unlike others :/”

4. Be sure to explain what products/services/messages this company/organization is trying to sell or promote on its social media channels and elsewhere.

    Nike’s newest Pegasus running shoe is marketed as a versatile, innovative, high-performance sneaker that prioritizes comfort, support, and stability for runners at every level. Through social media channels and ads, Nike emphasizes the shoe's lightweight design, cushioning, and modern style. The focus is on providing a smoother running experience, whether you're training for a 3K or a marathon. Nike highlights the shoe’s advanced features, such as its foam midsole, which offers a responsive yet soft landing, and the new mesh upper for improved foot breathability. The central message of this campaign is to empower athletes and individuals to push their limits, with the Pegasus serving as the ideal companion for every run. Through athlete sponsorships, influencer partnerships, and targeted social media ads, Nike fosters a sense of community, encouraging runners to share their stories with the hashtag #PegasusRun.

5. What aspects relate to marketing and the company's marketing efforts? For example, are they trying to do something remarkable? Are they using storytelling? Are they using social media best practices? Think about the kinds of things we've talked about in class or that you've read in the textbook. Cite examples. What's the marketing challenge facing the brand? (Are they trying to engage customers? Newsjacking? Expanding sales? Building brand recognition?) Are they succeeding in what they are trying to accomplish? These should be the main focus of your blog post!

    Nike’s marketing strategy for the Pegasus focuses on storytelling and customer engagement, using social media best practices to create a relatable and impactful brand message. Through videos, influencer collaborations, and sponsored athlete content, Nike shares real-life stories of athletes, positioning their running shoes as symbols of determination and personal growth. The hashtag #PegasusRun encourages customers to share their running experiences, offering a sense of community and connection for all athletes.

    One key marketing challenge is maintaining strong sales while nurturing brand loyalty. Nike’s strategy taps into the ongoing fitness trend, appealing to both elite athletes and casual joggers. They also work to expand brand recognition by showcasing the versatility and performance of their shoes, reaching a wider audience. With storytelling and social media tactics like influencer marketing and community engagement, Nike is likely succeeding in building excitement and boosting sales.

5. How did the company/group respond to customers? Did they respond? Should they have responded? Was this a good decision for the company/organization? Why or why not?

    Nike actively engages with its audience through social media, responding to customer feedback and sharing user-generated content. For the new running shoes, they encouraged customers to share their running experiences and stories, often featuring the shoes in their posts, which helps build a sense of community for athletes. Nike’s responses are always positive and motivational, reinforcing their brand values and mission statement. This engagement is beneficial as it humanizes the brand, builds customer loyalty, and drives user interaction. Not responding could have missed an opportunity to create stronger connections with customers. Given Nike’s reputation for customer-focused marketing, their ongoing engagement aligns with their brand identity and strengthens relationships with their customers.

6. If you were the brand manager, how would you have used social media in this instance? How would you respond to customers? Be specific, and don't just agree with what the company did!

    If I were the brand manager, I would have created a video featuring runners at every level discussing how Nike products have improved their training and overall experience. I would also promote the Nike Running Club App alongside the new shoes to engage users with the app and highlight how runners incorporate Nike shoes into their daily routines. If customers left negative comments, I would respond in the same manner as Nike, staying on-message with the mission statement and ensuring customers feel heard. For example, if a customer commented, "The shoe is not stable," I would respond, "The Pegasus is designed for versatility and suitable for a wide range of athletes, from casual joggers to marathoners, offering the comfort and support you need for a variety of running styles."

7. What did you learn from this assignment?

    I learned that leveraging consumer engagement through social media influencers helps demonstrate how the product is designed for everyone. I also discovered that motivating and engaging with customers builds both brand loyalty and brand awareness, making the relationship between the company and its audience stronger.