After the success of this product, Nike decided to raise the bar by integrating a fantastic social marketing tactic. They have created a website that allows runners from around the world to join up online and train together. It is a virtual space, where running lovers alike can meet and share information; they can train, challenge, and motivate each other all online. By joining the Nike + community, you are essentially joining the world’s largest running club (virtual running club that is).
The first step is to create an account. After you’re an official member, you will be prompted to auto-sync your new runs when you connect your Nike + device. From here you can set goals, create and join online challenges, and connect with other runners from around the world.
Recently I joined the 50 State challenge. The idea is pretty straightforward; first you choose a state to represent, and then you run your ass off. The state with the most miles in 365 days wins. Can you guess which state is devouring the competition?
Another hot feature is the virtual coach. A virtual Nike + trainer will customized and create a training program for you based on your personal needs. Your online coach will send you cross training and helpful nutritional tips, that will help maximize your overall workout program.
New City? No Problem. The mapping feature allows users to upload all their favourite routes directly onto the site’s map. I can travel to any city around the world and find the best trails around.
The most valuable piece of this virtual running community is the social benefits. You can meet other runners from around the world, post your running updates, training tips, and share your enthusiasm with your new online homies. Lastly, you can link your Nike + account to your Facebook, Twitter, and other social networking accounts. Nike has created the perfect method to build a strong and loyal online community.
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UPDATE: There's a new online running community that is generating a lot of buzz. I love my Nike + but I'm going to check out dailymile this week to log my training. Today I ran 14.5 km, Ottawa half marathon is just around the corner. Hope to see y'all there.
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great example of corporate social media, love the Nike + iPod example too
ReplyDeleteSarah, I think this is a great topic you covered! I've been meaning to start running seriously, and I love how Nike has paired up with Apple/ipod to not only create a cool gadget for runners to keep track of time, but for them to communicate on a social platform as well.
ReplyDeleteThe idea of a virtual running club with tips and encouragement for fellow runners is a great idea -- though I wonder how many people actively use this feature? I've never seen any of my friends on Facebook or Twitter update their status with Nike + account info, but perhaps this idea is more popular in the U.S.? Either way, I think it's a really cool way to stay motivated, share tips, and engage with other runners online!