The Nike+ Community: No Shoes Sold Here

AthleticismOne of the best examples of community building and brand advocacy is found at global footwear, apparel and equipment powerhouse Nike.  Many brands have tried, but only Nike is winning the race in social media thanks to its popular Nike+ platform.  There is a major social component in playing sports and social media is a natural fit for Nike’s communications engine.  At the centre of the Nike+ platform is a technology that tracks data of every run someone takes and connects that person with runners from around the world. There are over 6 million members participating on the Nike+ platform today and the #nikeplus hashtag is found on all major social networks.

The Nike+ platform has evolved into the brand message, expressing physical activity, personal goal setting, and competitiveness.  Users can share successes on Twitter and Facebook, including their running routes in real-time with friends using a third party API from mobile-only social networking company Path. Continue reading

Privacy Matters: What You Need to Know

Social Media PrivacyOne of the best ways to drive website traffic and begin the customer conversion process is via social media — often part of an integrated marketing program. Social media is an exciting digital channel that offers immediacy, scalability, reach, and customer insights which are not normally available with traditional media.  Similar to its other digital channel siblings, social media provides an abundance of visitor data for marketing analysis.

The formation of strong customer relationships is essential for business success, requiring marketing to understand not only customer demographics, but also data activity points such as online purchase data, browsing behavior, social media interactions, mobile device usage, and more.  At the same time, consumers want to be heard, recognized, and desire a more personalized experience when interacting with businesses.

A great amount of personal data must be collected for user personalization and to ensure the best possible experience for the customer across all touch points.  Social networks also need to collect as much personal information as possible, not only for optimal user experience, but also to sell more advertising. Continue reading

Cloud Computing: More Cost-Effective Marketing Services Delivery

cloud computing I usually only write about B2B Marketing, but when I came across some interesting insights on cloud computing trends (courtesy of Information Management Magazine) called 5 Cloud Trends for 2013 and Beyond – I knew this was an opportunity to combine my passion for marketing and technology. The cloud is revolutionizing business as we know it today.  Small companies now have the means to be on the same playing field as larger organizations.

As far as marketing, the cloud computing model represents a breakthrough with the introduction of a more simplified and cost-effective way for the delivery of marketing services. Indeed, many marketing automation specialists and digital marketers alike, are embracing the cloud today.

There is a lot to like about the cloud. The Software-as-a-Service (SaaS) cloud model is growing rapidly in user adoption and represented by popular subscription-based companies such as salesforce.com and Dropbox.  SaaS offers software and technical services that would otherwise be cost-prohibitive and difficult to manage for many organizations, particularly small businesses. The provider makes it easy for the consumer, looking after all software development, maintenance and upgrades.

Marketers gravitate towards these type of solutions because they are quicker and easier to implement without much need of the IT department`s resources than typical on-premise solutions.

The Information Management cloud trends slide presentation is found next in its entirety in an easy-to-read format (minus the advertising). I enjoyed reading about the advent of the “personal cloud,“ whereby the workspace is no longer location bound – the availability of online services accessible everywhere and on any type of device will be the new normal.  Content is considered to be more secure in the “personal cloud“ world, with data found within the protective, centralized confines of the data center.

Continue reading