I have kept an eye on
NIKEiD for more than a year for its extraordinary performance in customization. It is a service allowing customers to customize Nike products with colors, materials and "ID". Launched initially in 1999, NIKEiD has become the key part of Nike in both production and revenue. Although customers can design the shoes in NIKEiD studios, most people choose to design it online through nikeid.com. NIKEiD set an great example for e-commerce and especially for customization.
NIKEiD has various social media platforms and keep updating frequently, ensuring NIKEiD always show up among its community. For the appearance, these platforms share the same color (black and white), logo, and name, so that customers can easily recognize NIKEiD's account while using these social media platforms.
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| Twitter of NIKEiD |
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| Twitter of Nike |
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| Blog of Nike/No independent blog of NIKE |
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| YouTube of NIKEiD |
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| YouTube of Nike |
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| Flickr of NIKEiD |
However, from the list of pictures, we can easily find it's hard to tell the differences between NIKEiD's groundswell and Nike's groundswell. Furthermore, NIKEiD's groundswell design just reprints Nike's, instead of creating a new one. The colors and format of NIKEiD hardly express the spirit of NIKEiD which is creative.
From the audience demographics provided by
Facebook insights, the target audience of NIKEiD, at least for Facebook of NIKEiD, is mainly teenagers from thirteen to seventeen years old. In addition, the products of NIKEiD determine its target audience is a group of energetic people. If someone would like to spend probably hours on your site for designing, he or she must love your products and brand. Also, this customer would be willing to engage in your social media and even promote the product and the brand. To sum up, NIKEiD's social media has nearly perfect audience who are young and energetic and can be easily embraced.
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| social mention for ALL |
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| Social mention for pictures |
The analysis of
social mention shows NIKEiD has high rate of reach and mentions, but the largest part of sentiment is neutral. This also prove that the contents NIKEiD provides are failed to energizing the customers. Considering the large group of customer paying attention to NIKEiD, failure in creating social buzz may not regard as a big problem for the manager of NIKEiD, but may lead to harms on customers' loyalty and weakness in branding.
The second picture show the social mention of NIKEiD's pictures which are main part of its groundswell content. We can also tell that these pictures gain less passion than the general content, so the content strategies of NIKEiD are not really successful.
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| Google trend analysis for NIKEiD for last 30 days |
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| Google trend analysis for both Nike(in red) and NIKEiD(in blue) |
The analysis of
Google Trend indicate that the traffic of NIKEiD is limited especially compared with Nike. NIKEiD is a part of Nike, but NIKEiD meet special needs of a very creative group which are important for Nike's whole brand and revenue. So I recommend NIKEiD should have its independent groundswell strategies as well as impressive traffic and social mentions.
From the content analysis of NIKEiD's platforms, I found these platforms are used as product catalog by releasing newest products, in a neutral and very "company" tough. It's hard to attract audience or energize customers in this neutral attitude, especially for a brand which encourage customers to co-create the products. To be more specific, there are following problems:
1. Repeated information and content.
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| Post1 of NIKEiD |
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| Post 2 of NIKEiD |
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| Post 3 of Nike |
2. Lack of emotional statement. Post 1 is the most common content released on NIKEiD's Facebook, Post 2 is one of the posts attracting most likes and comments recently and Post 3 is the most common content released on Nike's Facebook. Compare with Post 2 and 3, Post 1 drew less attention.
3. Lack of official feedback or even attention to the customers. Most of NIKEiD's Facebook posts has a large number of likes and comments, but there are only posts to raise the topics but no feedback for these hot discussion. As a result, that will harm the passion of these followers.
4. Lack of management for Spam messages. These spam messages will definitely lead to negative results like reduce of the pageviewer or even antipathy of the brand.
After these research, I was surprised to conclude that the groundswell of NIKEiD probably is not able to help with energizing and embracing customers but lead to neutral attitudes towards the products. The possible problems are listed below:
- Similar design with Nike resulting in weakness in recognition and uniqueness
- Update newest products as main content misleading the function of groundswell in product catalog
- Neutral content and tough resulting in low passion and strength on social networking
- lack of richness leading to limited traffic of social media
- Lack of independent support resulting in all the weaknesses
- Failure in energizing customers as a creative brand!
I have kept an eye on NIKEiD for more than a year for its extraordinary performance in customization. It is a service allowing customers to customize Nike products with colors, materials and "ID". Launched initially in 1999, NIKEiD has become the key part of Nike in both production and revenue. Although customers can design the shoes in NIKEiD studios, most people choose to design it online through nikeid.com. NIKEiD set an great example for e-commerce and especially for customization.
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