Social Strategy at Nike Case Solution

One major opportunity which emerges from the study is the introduction of the concept of a virtual personal trainer for its consumers. Nike has been highly successful in creating products that are capable of measuring highly important information about the athletic performance of its users. So far, this information has been used by amateur athletes themselves for comparing their performance with others and to gauge their performances. Close integration with social media has amplified the usefulness of this information by creating communities around the brand. The next logical marketing step for the brand is to take this concept to the creation of virtual personal trainer for its users. This is highly important since other brands will soon catch up with Nike’s lead on social media and will create communities similar to Nike. The true leverage to the production capability of Nike described above (capturing information about athletes such as heartbeat, strength, number of cycles per minute, etc.) can be put to very good use of this information is transmitted to a trainer who assesses this information to suggest improvement areas for the athletes. 

This personal trainer can either be driven by artificial intelligence in the form of a computer program which is capable of evaluating data from an athlete’s equipment and compare it with the data of professional athletes to identify improvement areas. The implementation of this concept is highly important since Nike’s customers can already track their progress, challenge themselves and share their findings with other members of the community. By adding a playful experience of a personal trainer, Nike will be able to enhance the loyalty of its customer base through real engagement and interaction with dedicated users. This marketing strategy will also strengthen commitment vis-à-vis the values ​​of the brand and its products. This suggested marketing strategy also has an emotional dimension.