As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: NIKE Project Director: Julian Gamboa Project Manager: Jaskirat Gaelan Project Team: Mikuto Murayama, Arah Go, Richard Mashiko, Rafaela Marone

1. Background | Premise | Statistics | Recommendations | Takeaways
MIKUTO MURAYAMA | ARAH GO | RICHARD MASHIKO | RAFAELA MARONE
Project Director: Julian Gamboa

2. Background | Premise | Statistics | Recommendations | Takeaways
Background
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

3. Background | Premise | Statistics | Recommendations | Takeaways
Premise
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A
Determine if an omni channel content strategy is
most suitable for NIKE. How can NIKE further
engage its audience digitally? The goal is for your
recommendations to be executable by NIKE and to
use distinct social media platforms along with
their features. (Filters, Geotags, 360 degree
images/videos, etc.)

4. Background | Premise | Statistics | Recommendations | Takeaways
Statistics
Instagram: 64.8 Million Followers
Twitter: 6.6 Million Followers
Facebook: 22 Million Followers
YouTube: 565k Subscribers
Have multiple accounts on each platform:
e.g. @NikeRun @NikeWomen
@NikeBaseball @NikeFootball
High quality content across all platforms
that grabs the attention of followers
Nike is most active on Twitter (customer
engagement) and Instagram
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

5. Background | Premise | Statistics | Recommendations | Takeaways
Recommendation #1
#MakeItHappen
Applications: Instagram, Facebook
Message: Everyone can achieve their goals
and stick to their New Year’s Resolutions
Objective: Allow followers to share
their New Year’s Resolutions and encourage
them to follow through with them
Example post
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

6. Background | Premise | Statistics | Recommendations | Takeaways
Recommendation #2
Application: Instagram
Message: Regardless of who you
are and what you do, you are also
an athlete
Objective: Allow followers to express
their pride as an athlete no matter
their background Example Template
#IAmAnAthlete
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

7. Background | Premise | Statistics | Recommendations | Takeaways
Recommendation #3
Workout with Your Favorite Athlete
Application: Facebook (Livestream)
Message: You too can train like your
favorite athlete and enhance your athletic
performance
Soccer
Basketball
Yoga
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A
Objective: To allow the audience to
intimately engage with the athlete in a
live setting

8. Background | Premise | Statistics | Recommendations | Takeaways
Implementation
DEC 2016 JAN 2017 FEB 2017 JUL 2017MAR 2017 APR 2017 AUG 2017JUN 2017MAY 2017
Encourage
followers to
post resolutions
Follow up
with
resolutions
Have Nike
athletes post
on IG
Soccer Training
Campaign
Basketball
Training
Campaign
1
3
2 Run Campaign
Launch
Template
on IG, FB,
Twitter
Yoga Training with
Nike Athletes
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

9. Background | Premise | Statistics | Recommendations | Takeaways
Takeaways
Cultivate a
relationship with
the audience
through intimacy
and authenticity
Encourage
inclusivity in a time
when unity and
acceptance is
crucial
Creatively utilize
major media
platforms to spread
their message in very
cheap, convenient
ways
Creative Inclusive Genuine
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A

10. Background | Premise | Statistics | Recommendations | Takeaways
Q+A
Background | Premise | Statistics | Recommendations | Implementation | Takeaways | Q+A