Nike has used football to create a massive Facebook following for its brand
Branding on social networking sites has reached new levels on sophistication with companies setting up Facebook pages and Twitter accounts. This has allowed people to become connected with their brands and allows companies to touch with their market.
I am going to use Nike as my case study on Facebook and Twitter as what they have done has top notch. Nike has been clever on Facebook and has set up a ‘Nike Football’ Facebook page, reinforcing Nike’s association with football was a good move as people are more passionate about football than they are about Nike. For marketing on social media to be effective brands have to imaginative and think if ways they can enhance people’s lives. Nike has put training videos, photos and football updates on their page that will engage people and keep them returning. It has also cleverly associated itself with their sponsored star players through updates on their performances, videos of them and links to their own Facebook Page etc.
Now onto Twitter, Nike Golf have set up a wonderful page. They have updates, news and behind the scene pictures of their sponsored players and links to their Twitter page. Also questions that are asked are quickly answered so there is a conversation with the brand and its Twitter followers. They are inviting people into their community and allowing them to connect with the brand. But at all the while at the same time showing of their stash and marketing their brand.
Marketing Potential
But I think there is further potential for marketers and brands to exploit social networking potential. Individual’s Facebook and Twitter profiles have a huge amount of personal information on which can be used by marketers. On Facebook people list their favourite books, films, TV shows, sports, activities, interests and also their membership of groups and fan pages. This kind of detailed information on millions of people is a market researcher’s dream.
If a program could scan people’s profiles it could then allow advertising to be targeted at individual profiles, concentrating their message on the right people and not using a scatter gun effect that may mean their advertising is irrelevant to many of the people it is seen by. They could advertise by popping up in the person’s news feed, a wall post or by sending them a message and on Twitter companies could Tweet an advertising message at people.
Privacy Issues
There may be a bit of concern with privacy but people have published this information and therefore it is public information. People live their lives around these sites, they are so heavily invested in them that they would not leave them. Also people may feel the advertising would be invasive but no more than adverts that take over your computer screen or television adverts that are uninvited into people’e houses everyday.
Think of the potential – I am suffering my a severe bout of Manflu, so I put a status update in my Facebook ‘Matt has a cold and is feeling unwell’. Now this would be picked up and advertising for Lemsip, Vicks or Nurofen would be targeted towards my Facebook profile.
It is no different to standing in the middle of Leicester Square after a night out a screaming ‘I need to get home!’ Now you would be grateful when a taxi-man, a limo chauffeur, a train, bus or tube driver came up to you and offered you their services.
