Mengxin's blog

In the part one I introduced how Nike promote their brand by using campaigns, it seems that Nike already got many success from these campaigns they made. In part two, I will use another sports brands Under Armour to compare with Nike, we can look at some data from these different companies in social mention. (March 19) Nike Under Armour In strength rates, although Under Armour's 81 percent is pretty good rate, Nike reaches 100 percent, it is obviously that people are willing to discuss about Nike more than Under Armour in social media. Then we look at the sentiment data, Under Armour is on the top now, 18 to 1, people are almost talking general positive about Under Armour, then we look back at Nike, 6 to 0, which is also good but not as good as Under Armour. And this situation happens again in passion rates. The last one, reach rates, we can find that Nike has 88 percent reach rates, which is more than Under Armour. ( 46%) In addition, we can look on some data from go...

Through the reading of chapter 9 to 12, Charlene Li and Josh Bernoff gave us many examples about how to benefit business by using groundswell. In those chapter, we could see some actions from many companies, how did they actually use groundswell in their marketing strategies, which provided a clear vision for us to gain deep understanding of how to use groundswell in order to benefit business. First of all, embracing the groundswell . The salesforce.com example showed us a way to embrace groundswell through an innovation community , which means to build a community for your customers, no matter is a forum, a real community or just a platform, it should be a place where you can have discussion and communication with your innovative customers. In this place, you can listen to your customers, you can talk, energize, engage with them, which can help you to figure out what they want, what they need, ideas are exchanged at here. In fact, Riot also have done this, the example I mentio...

There are many ways for a NBA team to promote their brand, but some ways are not propaganda campaigns but might have better impacts, which not only can engage more people and attract more audiences, but also can help or encourage people, sending positive message to the society. For example, charity. Cleveland Cavaliers , a NBA team in eastern conference , also is my favorite team, signed a kid who has Neurofibromatosis, to a one-day contract, and offered him free tickets and hotel room in the game day night. The message Shaun sent to Dan The Cavs activity on Twitter The kid's name is Tyler, unfortunately, he has been suffering Neurofibromatosis for a quite long time. But he and his father never lose the faith of life, they are so positive, and they face disease with optimistic attitude. In the second of March, Tyler's father, Shaun, joined the Twitter activity of Cavs owner Dan Gilbert. (By the way, through the Twitter activity campaign give fans fre...

What is your favorite sports brand? Air Jordan? Adidas? Nike? Under Armour? What kinds of factors will make you love a sports brand? Nike is a huge sports equipment company in US, and their products are very popular and famous, also, their strategies of brand monitoring and advertising are excellent, which all have a well illustration of Nike brand cultures&spirits (more than "Just do it")! We have to say those ads and brand monitoring strategies own most credits of the huge success of Nike. Let's check on some recent examples! Nike "NOTHING BEATS A LONDONER" campaign Nothing beats a Londoner Social Mention Nike released an advertising video called "NOTHING BEATS A LONDONER" in early February this year, which made a huge success in social media, until now, this video already had 7 million views on Youtube (4.6 million views in a week). Londoners, especially those young generation, all gave positive reflection to this commercial, eve...

Have you ever heard League of Legends ? League of Legends is an extreme popular MOBA video game, which is designed by Riot Games . League of Legends has over 60 million fans and players all over the world, and it is still getting better. People always are wondering why this game becomes so popular? Why so many people love Riot Games? And what is the key point of its success? After I read some points of Charlene Li and Josh Bernoff, I believe the great groundswell strategies of Riot Games could be a big reason. First, you brand is what your customers say it is (Groundswell, Charlene Li&Josh Bernoff). For a company, you need to know what your customers say about you, what they think about your brand, you need to listen to their opinions. Riot Games did it well, they started their brand monitoring very fast. At the very beginning of League of Legends, Riot sat an official forum for players to discuss about the game. If players met any problem, or they had any ideas about the game,...

NetEase Cloud Music Logo The singer you like most in this year The keyword of lyrics in this year Do you know how many songs you have listened during a year? Do you still remember which song you have listened over and over again in a day? You do not need trying to remember that, NetEase Cloud Music can help you to do that. NetEase Cloud Music is the No.2 music streaming platform in China , which has a very famous comments zone for users to communicate with each other. Besides that, NetEase Cloud Music has an annual music report function every year, which is also a very interesting branding campaign. Just like these questions I mentioned before, NetEase Cloud Music can record every single song that you have listened in this year. Through this annual music report, you can know some data like, how many times you have listened this song in this year, what kind of music you like most in this year, and what the key word in lyrics of these song is. In the first day in 201...