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Culture Documents
It is also easier for Nike to look for distributors in areas where the demand is too small for Nike to
build its capability. The internet is an extra arm and an extra leg for Nikes B2B platform.
Social Media
There is a connotation that Social Media is limited to Social Networking Sites such as Facebook,
Twitter and Youtube. In fact, Social media is any medium that allows for the exchange or pass on of
information and media materials (Joel, 2009). That effectively includes any website that is viewable.
Corporate sites, blogs, and online stores are all social media outlets.
As social media expands, the socialization that will really matter will shrink. Social media will be
about localization. It will be about where ones friends are, where they are going, what they are
doing at this very moment and where they will be later. Technology will be used to strengthen the
connection between people that are already connected (Wilms, 2011).
Nike will be able to use this development for its advantage because it offers them one thing that
every business needs, relevant customer information. The ability to know customers in such an
intimate level will also allow Nike to develop products and services that suits the habits and provide
for the needs of the customers. It is all about customization and the end of mass marketing.
As more and more organizations are becoming more interested in developing algorithms that will
intelligently analyze conversations, mentions and sharing to get more intimate insights on consumer
interest, consumer behavior and general market trends (Solis, 2011). One of Nikes biggest
advantages is its internal capacity to develop their own technology that will allow them do this now
instead of waiting for other companies to develop the technology.
There are more than 800 million people on facebook (facebook, 2011), more than 200 million on
twitter (Chiang, 2011), and one in every four Americans watches videos on youtube everyday
(youtube, 2011). People are interacting, conversing and 90 percent of them talk about brands,
products and services (Chiang, 2011). They voluntarily share information, they demand information,
and some of them silently investigate about brands and products. Nike will develop the capacity to
listen to these conversations and process it in a way that will lead to sales.
Conclusions and Recommendations
The continuous development of internet technologies is exciting. It offers businesses, especially the
ones that can afford to play with it, an incredible advantage. They can develop new programs to
entice customers to spend more time on their site and with their brand. They can develop programs
that will measure the effectiveness of their efforts. They can produce more contents, launch more
promos, and come up with more advertising materials.
However, the future of the internet is not about what a company can do but what a company can do
that is relevant to the customer. Nike is lucky to have a strong brand identity and a strong customer
relationship but internet levels the playing field for all brands. This is the same technology that can
give smaller competitors the opportunity to take a chunk of Nikes customer base with the right
strategy. Nike should learn that the internet has the data they need to avoid that from happening
and they need to use that to keep their relevance.
Click here for part 1.
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