Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
 
ViralBlog Logo
Close this box

Sign-up to get the content you like


Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

Could not connect to Twitter. Refresh the page or try again later.

 

By signing-up you agree upon our terms and conditions

 
14/11/2012 by
2826 views

How “Just Do It” Was Conceived By W&K For Nike?

We all know Just Do It by Nike. But do you know its history and heritage? Learn how ‘Just Do It’ was conceived by W&K, and get more insights on Nike’s social strategy.


Would you call Just Do It a slogan or a tagline? A purpose or a belief? A mantra or the why?

More interesting is probably how W&K calls it. And how they conceived it. Discover the insights in below video.

YouTube Preview Image

My Opinion?
Many CMOs focus and rely too much on building their social media channels. I like the fact that they do it. But I sometimes dislike the fact how they do it.

Example of ignorant fan building? You are CMO at i.e. a Telco, Bank or Airline. Of course you’d like to brag on the golf course about your huge Facebook fan base.

Of course you will get kudos from your CEO, because your number of Facebook fans is higher than the direct competitors in your industry.

But, buying so many Facebook fans does not make a lot of sense if 50-70% of these fans are NOT even a client at your Telco, Bank or Airline, right?

What’s the use of buying fans, knowing that in fact these fans are not even a customer of your brand, products or services? If they don’t use your products, how can you ever expect them to recommend you? How the hell can they ever be your brand ambassador?

Example? If you are the CMO at Vodafone, why would you start to buy Facebook fans among an audience that has its mobile subscription at i.e. O2? Is it a smart strategic way to acquire and churn new customers? Or is it an ego thing to forget the fact that true advocacy can only come from satisfied customers?

Example?
If you are the CMO at KLM Royal Dutch Airlines, why would you buy Facebook fans among an audience that never flies with your airline?

What do I like about Nike?
One that they mostly start with building their owned powerful media channel, like Nike+. Two that they mostly try to offer customers that have bought their products a better experience, like i.e. Nike+ or Nike FuelBand.

Or how Hans de Leeuw, marketing manager at Nike once said: “Our fans on Facebook have started doing the talking for us. They shared running experiences and became brand ambassadors, propagating the new positioning of Nike Running.”

In my opinion more CMOs should go beyond their Facebook ego. It’s not about buying fans that are not using your brand or products. That is a lipstick on a pig approach.

My hopes for social marketing?

That more CMOs will ask themselves this question: How many of my Facebook fans are actually real customers? How do I target and re-target customers?

Do I use social advertising in the smartest way? Is social advertising about buying likes or should social advertising be smart, personalized and extremely relevant to be successful?

And with smart social advertising I mean serving the right social ad, to the right person at the right moment: “Hi Igor, going to Ibiza again? Nice if you fly with us, here’s a special offer for you.” That would be my hope for social advertising; Relevant and to the right persona’s.

The main message I’m trying to get across here? I would like to inspire CMOs to re-think their social marketing strategies. Simply because it is about the brand, a companies’ most valuable asset.

So try to integrate social and think about Social CRM. Think about which group within your Social NPS, would or should get your first invitation to join your Facebook movement?

Last but not least, should CMOs shoot with a tank to hit as many Facebook likes as they can? Or should they start and continue their social marketing programs with a sniper rifle, to target the most loyal and satisfied customers first?

I look forward to read your thoughts in the comments below. Nothing more inspiring than peer discussions.

Want to be the first to know? Follow Igor Beuker on Twitter or grab our RSS Feed.

Or read more stories about Nike and Facebook Marketing.

 

Follow Category?

Follow Author?

Igor Beuker
11 more

Follow Tags?

buy fansFollowUnfollowceoFollowUnfollowcmoFollowUnfollowcrmFollowUnfollowfacebook marketingFollowUnfollowfansFollowUnfollowigor-beukerFollowUnfollowinsightsFollowUnfollownikeFollowUnfollownpsFollowUnfollowsocial advertisingFollowUnfollowSocial CRMFollowUnfollowsocial npsFollowUnfollowsocial strategyFollowUnfollowviralblogFollowUnfollow
 

Comments (117)

  • Madridbet 21/09/2023, 04:53

    Thank you for content. Area rugs and online home decor store. Hello Administ . Madridbet , madridbet giriş , madridbet güncel giriş , madridbet yeni giriş , madridbet giriş

     
  • Deneme bonusu veren siteler 22/09/2023, 08:32

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across. Shellerim.org

     
  • Obesity treatment in Turkey 24/09/2023, 23:09

    Thank you great posting about essential oil. Hello Administ . Obesity treatment . Obesity treatment Turkey , Obesity treatment in Turkey Website: http://www.santenette.com

     
  • cami halıları 02/10/2023, 12:12

    Thank you for great content. Hello Administ. Website: cami halısı istanbul

     
  • saricahali.com.tr 04/10/2023, 14:35

    Thank you for great article. Hello Administ . Website: cami halısı istanbul

     
  • child porn 12/10/2023, 03:39

    gazeteyenigun.com.tr spam website in world thank you

     
  • teen porn 13/10/2023, 05:15

    Among millions of websites around the world, I am the king ikbalyildiz.com

     
  • mosque carpet 15/10/2023, 04:43

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • venüsbet giriş 02/11/2023, 18:40

    I really love to read such an excellent article. Helpful article. Hello Administ . Website: venüsbet

     
  • Akrilik Cami Halısı 10/11/2023, 11:35

    Thank you for great information. Hello Administ .

     
  • Göbekli Cami Halısı 11/11/2023, 06:25

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • Casibom 19/11/2023, 14:59

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • Casibom Güncel Giriş 20/11/2023, 19:15

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • Casibom Giriş 28/11/2023, 21:45

    Thank you great post. Hello Administ .

     
  • Cami Halıları 06/12/2023, 23:26

    Everything is very open and very clear explanation of issues. was truly information. Website Giriş için Tiklatın : https://www.melekhali.com.tr/

     
  • Casibom 07/12/2023, 01:47

    Thank you for great content. Hello Administ.

     
  • Cami Halıları 07/12/2023, 02:30

    Thank you for great information. Hello Administ . Website : https://www.saricahali.com.tr/

     
  • casibom 07/12/2023, 05:07

    Thank you great posting about essential oil. Hello Administ .

     
  • Cami Halıları 07/12/2023, 10:17

    Thank you great post. Hello Administ .

     
  • Thank you for great information. Hello Administ .

     
  • bahis forum 09/12/2023, 21:11

    Good info. Lucky me I reach on your website by accident, I bookmarked it. bahis forum bahis forum

     
  • Diyarbet Güncel Giriş 10/12/2023, 03:50

    Thank you great posting about essential oil. Hello Administ .

     
  • I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • Everything is very open and very clear explanation of issues. was truly information.

     
  • Thank you great post. Hello Administ .

     
  • Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • casino levant 12/12/2023, 16:50

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • solana wallet 12/12/2023, 17:02

    Thank you for great content. Hello Administ. solana wallet sollet

     
  • venusbet giriş 12/12/2023, 17:37

    Thank you for great article. Hello Administ . venusbet venusbet

     
  • deneme bonusu veren siteler 12/12/2023, 19:42

    Everything is very open and very clear explanation of issues. was truly information. venusbet deneme bonusu veren siteler

     
  • türkçe altyazılı porno 13/12/2023, 03:56

    Thank you for great article. Hello Administ . türkçe altyazılı porno hdxvipizle

     
  • Cami Halıları 15/12/2023, 16:30

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader. Website Giriş için Tiklatın : https://www.melekhali.com.tr/

     
  • casibom 16/12/2023, 01:00

    Great post thank you. Hello Administ .

     
  • Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • casibom 17/12/2023, 00:29

    Thank you for content. Area rugs and online home decor store. Hello Administ . Casibom Website Giriş : Casibom

     
  • After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • Betandyou 17/12/2023, 17:37

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader. Website : https://www.saricahali.com.tr/

     
  • Betandyou 17/12/2023, 17:37

    I really love to read such an excellent article. Helpful article. Hello Administ . Website : https://www.saricahali.com.tr/

     
  • sex 17/12/2023, 18:01

    yazarhaber.com.tr Under the moonlight, whispers of the wind tell tales of forgotten dreams

     
  • Bahis Forum 18/12/2023, 15:00

    Thank you for great content. Hello Administ.

     
  • casibom 18/12/2023, 20:33

    Nice article inspiring thanks. Hello Administ . Casibom Website Giriş : Casibom

     
  • Onwin 19/12/2023, 22:06

    Thank you for content. Area rugs and online home decor store. Hello Administ . Onwin , Onwin Giriş onwin

     
  • Onwin 20/12/2023, 04:38

    Thank you for great content. Hello Administ. Onwin , Onwin Giriş onwin

     
  • cami halısı 20/12/2023, 22:56

    Thank you for great content. Hello Administ. Website : cami halısı

     
  • Seo Uzmanı 21/12/2023, 14:49

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • Bahis Forum 21/12/2023, 17:11

    Nice article inspiring thanks. Hello Administ .

     
  • cami halısı 21/12/2023, 18:16

    Thank you for great information. Hello Administ . Website : cami halısı

     
  • Betandyou 22/12/2023, 08:46

    Thank you for great article. Hello Administ .

     
  • Onwin 24/12/2023, 12:09

    Thank you for great information. Hello Administ . Onwin Giriş Website: onwin

     
  • spam website 24/12/2023, 22:31

    Yazarhaber.com.tr It broadcasts matches unlimitedly without violating copyrights

     
  • Onwin 25/12/2023, 04:41

    Thank you for content. Area rugs and online home decor store. Hello Administ . Onwin Giriş Website: onwin

     
  • casibom 25/12/2023, 22:14

    Nice article inspiring thanks. Hello Administ .

     
  • Casibom 26/12/2023, 14:25

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • Nice article inspiring thanks. Hello Administ .

     
  • Thank you for great article. Hello Administ .

     
  • Great post thank you. Hello Administ .

     
  • vds 10/01/2024, 03:51

    Good info. Lucky me I reach on your website by accident, I bookmarked it.

     
  • casibom 12/01/2024, 18:16

    Everything is very open and very clear explanation of issues. was truly information.

     
  • casibom 13/01/2024, 02:31

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • Seo Paketleri 17/01/2024, 02:51

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • onwin 21/01/2024, 17:16

    Good info. Lucky me I reach on your website by accident, I bookmarked it. Onwin Giriş için Tıklayın onwin

     
  • Sahabet 22/01/2024, 04:44

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader. Websiteye Giriş için Tıklayın. a href=”https://cutt.ly/SahabetSosyal/” title=”Sahabet” rel=”dofollow”>Sahabet

     
  • onwin 22/01/2024, 07:30

    Thank you for great article. Hello Administ .Onwin Giriş için Tıklayın onwin

     
  • onwin 22/01/2024, 07:46

    Thank you for great information. Hello Administ . Onwin Giriş için Tıklayın onwin

     
  • onwin 22/01/2024, 17:15

    I really love to read such an excellent article. Helpful article. Hello Administ . Onwin Giriş için Tıklayın onwin

     
  • Sahabet 22/01/2024, 19:02

    Nice article inspiring thanks. Hello Administ . Websiteye Giriş için Tıklayın. a href=”https://cutt.ly/SahabetSosyal/” title=”Sahabet” rel=”dofollow”>Sahabet

     
  • Tipobet 22/01/2024, 22:45

    Thank you for great article. Hello Administ .Website Giriş için Tıklayın: tipobet

     
  • Starzbet 23/01/2024, 02:10

    Thank you great post. Hello Administ .Website Giriş için Tıklayın. Starzbet

     
  • Sahabet 23/01/2024, 04:17

    Thank you great post. Hello Administ .Websiteye Giriş için Tıklayın. a href=”https://cutt.ly/SahabetSosyal/” title=”Sahabet” rel=”dofollow”>Sahabet

     
  • Starzbet 23/01/2024, 09:47

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across. Website Giriş için Tıklayın. Starzbet

     
  • Starzbet 23/01/2024, 19:07

    Thank you for great information. Hello Administ . Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 23/01/2024, 19:55

    Nice article inspiring thanks. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Starzbet 23/01/2024, 21:58

    Thank you for great content. Hello Administ. Website Giriş için Tıklayın. Starzbet

     
  • Tipobet 24/01/2024, 11:52

    I really love to read such an excellent article. Helpful article. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Tipobet 24/01/2024, 22:13

    Thank you great post. Hello Administ .Website Giriş için Tıklayın: tipobet

     
  • Tipobet 25/01/2024, 00:39

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.Website Giriş için Tıklayın: tipobet

     
  • Tipobet 25/01/2024, 00:49

    Great post thank you. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Starzbet 25/01/2024, 00:51

    I really love to read such an excellent article. Helpful article. Hello Administ . Website Giriş için Tıklayın: tipobet

     
  • Tipobet 25/01/2024, 08:31

    Good info. Lucky me I reach on your website by accident, I bookmarked it. Website Giriş için Tıklayın: tipobet

     
  • Starzbet 26/01/2024, 01:27

    Thank you for great article. Hello Administ .Website Giriş için Tıklayın: tipobet

     
  • Thank you great post. Hello Administ .Website Giriş için Tıklayın: tipobet

     
  • Everything is very open and very clear explanation of issues. was truly information.Website Giriş için Tıklayın: tipobet

     
  • Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.Website Giriş için Tıklayın: tipobet

     
  • deneme bonusu veren siteler 03/02/2024, 22:35

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.Website Giriş için Tıklayın: deneme bonusu veren siteler

     
  • Thank you great posting about essential oil. Hello Administ .

     
  • Thank you for great content. Hello Administ.

     
  • venusbet güncel giriş 17/02/2024, 06:03

    I really love to read such an excellent article. Helpful article. Hello Administ . venusbet venusbet

     
  • asyabahis 19/02/2024, 06:24

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • betforward1.org 19/02/2024, 07:14

    I really love to read such an excellent article. Helpful article. Hello Administ . betforward betforward1.org

     
  • 児童ポルノを見る 19/02/2024, 20:18

    Great post thank you. Hello Administ .

     
  • onwin 19/02/2024, 21:09

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.

     
  • 児童ポルノを見る 19/02/2024, 21:15

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • Tipobet giriş 19/02/2024, 21:29

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • 児童ポルノを見る 20/02/2024, 03:19

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • 看兒童色情片 21/02/2024, 03:38

    Thank you great post. Hello Administ .

     
  • deneme bonusu veren siteler 21/02/2024, 04:39

    Good info. Lucky me I reach on your website by accident, I bookmarked it. venusbet deneme bonusu veren siteler

     
  • deneme bonusu veren siteler 22/02/2024, 13:22

    Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.Website Giriş için Tıklayın: Betkanyon

     
  • Onwin 22/02/2024, 23:28

    Everything is very open and very clear explanation of issues. was truly information.

     
  • bycasino 23/02/2024, 00:00

    Everything is very open and very clear explanation of issues. was truly information.

     
  • Thank you for great article. Hello Administ .

     
  • bycasino giriş 23/02/2024, 01:17

    Thank you for great information. Hello Administ .

     
  • bycasino deneme bonusu 23/02/2024, 02:16

    I really love to read such an excellent article. Helpful article. Hello Administ .

     
  • Sahabet deneme bonusu 23/02/2024, 03:06

    Thank you for great information. Hello Administ .

     
  • jojobet 24/02/2024, 00:17

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • matbet güncel giriş 24/02/2024, 00:28

    Thank you great post. Hello Administ . matbet matbet

     
  • Tipobet Giriş 24/02/2024, 07:22

    Great post thank you. Hello Administ .

     
  • marsbahis 24/02/2024, 12:19

    Thank you for content. Area rugs and online home decor store. Hello Administ . Website Giriş için Tıklayın: marsbahis

     
  • bycasino 26/02/2024, 14:39

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • bycasino 26/02/2024, 21:51

    After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.

     
  • ankara villa temizliği 28/02/2024, 06:30

    Hi, just required you to know I he added your site to my Google bookmarks due to your layout. But seriously, I believe your internet site has 1 in the freshest theme I??ve came across.

     
  • bahiscom 03/03/2024, 12:58
     
  • Casibom 09/03/2024, 05:55

    Thank you for content. Area rugs and online home decor store. Hello Administ .

     
  • bahisal 14/03/2024, 00:42

    Thank you for great article. Hello Administ .Website Giri� i�in T�klay�n: Bahisal Giri�

     
  • bahiscom 14/03/2024, 02:59
     
  • bahiscom 14/03/2024, 03:00

    Thank you for great article. Hello Administ .Website Giriş için Tıklayın: bahiscom

     
  • jojobet giriş 14/03/2024, 17:26

    I really love to read such an excellent article. Helpful article. Hello Administ . Website Giriş için Tıklayın: jojobet