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...