Nike Footwear

Transcription

Nike Footwear

Nike Footwear in China: June 2011
Email: [email protected]
Contents
1. Overview of online buzz
3
2. Key sites
10
3. The purchase decision and consumer advocacy
16
4. Brand values
25
5. Products
28
6. Marketing campaigns
31
5
7
Verbatim tells you what people say about your brand online and why they say
it. The easy to read monthly reports can analyse discussion in any market and
allow you to make timely decisions based on social media insight
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Insights
1. Overview of online buzz
An overview of online discussion for your brand – analysing
buzz by volume, sentiment and topic
Chapter 1: Overview of online buzz
Nike Footwear engagement in June driven by Weibo social network
site
Buzz levels by month split by sentiment
Nike Footwear buzz levels are
lower in June 2011 as there are
fewer comments about Nike
shoes images posted on sites such
as Bbs.runbible and Taobao
Consumers in China comment on a wide
range of Nike Footwear models each
month, discussion is driven by images of
Nike shoes posted by other consumers
In June 2011, engagement is driven by
the Weibo social network site as
consumers post and comment on images
of Nike shoes. The small increase in
negative sentiment is driven by the
“disgusting” Nike “cake shoe” image
Nike Footwear buzz levels are higher in
April/May as many consumers respond to
pictures of Nike Footwear models on
the Bbs.runbible.cn site and
comment on the Nike models
available on Taobao
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powered by wavemetrix
In June 2011 buzz is driven strongly by discussion of Nike Footwear
products
Buzz by topic
The majority of Nike Footwear buzz in
China in June 2011 is about the Nike
shoes themselves, particularly what
consumers say about the designs and
styles
There is a good amount of marketing
discussion, which is driven by the Nike
“cake shoe” image on Weibo
There is very little discussion surrounding
the Nike brand
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Product design and style drives positive Nike Footwear sentiment in
June 2011
Buzz and sentiment by sub-topic
Chinese buzz in June is driven by
discussion of design and style as
consumers respond to images of Nike
Footwear posted by others
Positive sentiment in
June 2011 is driven by
the “beautiful” Nike
Footwear designs
Many consumers praise the “colourful”
Nike Footwear designs describing them
as “beautiful”, however some posters say
the styles are “ugly”
Posters give mixed opinions about the
Nike “cake shoe” image shared on Weibo.
Whilst some say it looks “appetising” and
“cool” others say it is “disgusting”
Quality is an important driver of
negative sentiment as
consumers worry that Nike
Footwear being sold in
China is “fake”
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Nike Footwear: top likes and dislikes in June 2011
Likes
Dislikes
Design/style: Many
consumers particularly
“like” the “colours” of
the “beautiful” and
“cool” Nike Footwear
designs
Social media content:
Many consumers say that
the “cake shoe” makes
them feel “sick” and
“disgusted” and that they
“couldn’t eat” it
General Product: Many
“like” their Nike
Footwear products
because they are
“amazing” and “good”
Design/style: Some say
the Nike Footwear
designs and styles are
“ugly”, especially the
“Nike High Heels”
Many consumers say
that the Nike “cake
shoe” is “cool” and
several joke that it
makes them feel
“hungry”
Reliability/quality: Some
consumers want to find
out the “authenticity” of
Nike shoes available in
China, worried that they
could buy “fake” Nike
Footwear
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Many consumers praise the “beautiful” and “cool” Nike Footwear
designs, but others say they are “ugly” and often “fake”
I recommend that you buy the Nike Air
Force Ones. Relatively easy to match and
very beautiful, all white shoes look
pretty cool (28nike.cn, June 19)
Some Nike shoes are absolutely fake
and high imitations. I went to a shop
in Taobao and saw Nike Dunk SB
shoes being sold much cheaper than
elsewhere. How can they be so much
cheaper? I think they’re fake (Ks.cn.yahoo,
June 1)
My Nike Hyperfuses have absolutely
first-rate ventilation in summer, the
sole is very comfortable and they are
super-light too (Ks.cn.yahoo, June 12)
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The Nike High Heel is neither fish nor
fowl because it has neither the vitality of
a sports shoe nor the elegance of a real
high heel. It’s too ugly and disgusting,
like a man wearing a skirt! (Weibo, June 29)
Verbatim
50 most common used words in Nike Footwear discussion for June
2011
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2. Key sites
Where consumers discuss your brand online
Chapter 2: Key sites
Weibo the top site of China Nike Footwear discussion in June 2011
Buzz levels by source
June Nike Footwear buzz is dominated by
the Weibo social network site
Weibo dominates discussion of Nike
Footwear in China in June 2011 as
consumers discuss photos of Nike
footwear
Consumers on Weibo and Bbs.hoopchina
discuss images of Nike shoes posted by
other consumers, with style and design
being the biggest topic of interest
A picture of a Nike “cake shoe” that was
first created in 2008 by Olle
Hemmendorff also drives a large amount
of discussion on Weibo
Ks.cn.yahoo is the third most important
source of buzz in June. Discussion is
varied with the “authenticity”
of Nike shoes being the most
discussed topic
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Top two sites of Nike Footwear discussion in China attract fairly
balanced amounts of positive and negative discussion
Buzz and sentiment by source
Weibo is the top source of buzz in June
2011. Consumers are split in opinion
about the quality of Nike social media
content on the site
Weibo produces the
largest levels of
positive sentiment as
many praise the
designs
Consumers primarily discuss the design of
Nike Footwear products on
bbs.hoopchina. Discussion is balanced in
sentiment
Ks.cn.yahoo attracts mainly positive
discussion as consumers praise the value
and design, although some are
concerned with reliability/quality
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Weibo.com is the top source of Nike Footwear discussion in June 2011
Buzz and sentiment by sub-topic for top source
Consumers on Weibo react to the posting
of the Nike “cake shoe” and “Blazer High
Premium” images
The “cake shoe” image divides opinion,
while some say it looks “cool” and “fit to
eat”, others say it looks “disgusting”
Discussion is also driven by style and
design as consumers “love” the
“beautiful” look of the Nike “Blazer High
Premium” shoe
Does the cake shoe make you really want to
eat it? I do not! It will remind me of the taste
of smelly shoes (Weibo, June 29)
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Top 5 posters
Buzz
Discussion links
幸福的Lynn
753
http://bit.ly/qNZup2
毋忘奋斗_锺氏
小鼓zjy
753
http://bit.ly/pEdR2n
福晓烦
753
http://bit.ly/nXoyIm
贾晓彤_Liveneo
753
http://bit.ly/pLcUfv
追梦的小哲
753
http://bit.ly/qNZup2
Verbatim
Bbs.hoopchina also a major source of discussion about Nike Footwear
Buzz and sentiment by sub-topic for second top source
Buzz on Bbs.hoopchina is strongly driven
by the designs and styles of Nike
Footwear, as consumers comment on
pictures of Nike shoes posted on the site
by others
Design discussion is of mixed sentiment.
While some consumers like the
“colourful” and “cool” designs, others say
that Nike shoes look “ugly”, “ordinary”
and “plain”
Very beautiful shoes, I like the
nostalgic feeling! (Bbs.hoopchina, June 3)
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Top 5 posters
Buzz
Discussion links
mmraoayng
1,432
http://bit.ly/qYlIwJ
18Banner
1,432
http://bit.ly/nQIBfP
mnij5181
1,432
xcq19900115
1,432
burke
716
http://bit.ly/qYlIwJ
Verbatim
Ks.cn.yahoo is the third top source of Nike Footwear buzz in June 2011
Buzz and sentiment by sub-topic for third top source
Nike Footwear buzz on Ks.cn.yahoo is
varied across many topics, but relatively
positive in sentiment
The largest topic of discussion concerns
quality as consumers discuss whether
items are “fake” or “genuine”
However, many praise the “light”, “cool”
and “comfortable” Nike shoes that are
“not expensive”
My Nike Hyperdunk 2010X Low
shoes had no type of abrasion
resistance, my personal feeling
is that you should wear Adidas
over Nike shoes (Ks.cn.yahoo, June 25)
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Top 5 posters
Buzz
Discussion links
12317449
1,096
http://bit.ly/mY2K94
12317447
1,096
http://bit.ly/mY2K94
114896
1,015
http://bit.ly/pYpzm1
11755825
972
http://bit.ly/qgL8Zi
11686268
810
http://bit.ly/pUHus4
Verbatim
3. The purchase decision and consumer advocacy
What aspects of your brand drive consumers to consider
purchase and recommend the brand to others
Chapter 3: The purchase decision and consumer advocacy
Design/style top Nike footwear buzz topic and advocacy barrier, while
ease of use is top advocacy driver and value drives purchase decisions
Overall buzz and sentiment by top sub-topics
Advocacy buzz by top subtopics split by sentiment
Purchase decisions by top subtopics split by sentiment
Advocacy buzz by top
sub-topics split by
sentiment
Design/style is the top buzz topic
and advocacy barrier. Consumers
say Nike shoes are “ugly” and
“ordinary”. Ease of use is a more
important advocacy driver than
discussion topic as consumers
advocate them as “comfortable”
Value is the top driver of purchase
decisions even though it is not an
important discussion topic.
Consumers say Nike footwear is
either “affordable” or “too
expensive”
Design/style engages consumers to discuss Nike footwear but also acts
as an advocacy barrier. Value drives purchase decisions
Nike Footwear: ranking of topics in June 2011
Rank Advocacy Overall
buzz
2
1
2
Design/style
3
Ease of use
1
Design/style
2 Social media
Purchase
Decisions
4
Value
content
General
product
3
General
product
General
product
Reliability/
quality
4
Reliability/
quality
Reliability/
quality
Design/style
5
Brand
competitors
Ease of use
Brand
competitors
Design/style1 is the top Nike footwear
buzz topic and also the top advocacy
barrier
Ease of use3 is an important advocacy
driver and Value4 the top purchase
decision driver despite both not being
important discussion topics
So, we can summarise that design and
social media content engage consumers
to discuss Nike footwear. However,
“ordinary” designs is an important
advocacy barrier and “comfortable” shoes
an advocacy driver
Purchase decisions are driven
by value and whether
consumers perceive Nike footwear
as “affordable” or “expensive”
Nike Footwear purchase discussion driven by value and general
comments, but at low levels
Purchase decisions by sub-topic
Value is an important
source of purchase
discussion in June 2011
Nike Footwear purchase decision
discussion in China is at relatively low
levels in June 2011
Purchase drivers are either general in
nature or driven by value for money
Purchase decisions account
for 5% of Nike Footwear
Purchase decisions by sub-topic split by sentiment
Consumers say they want to “buy” Nike
Footwear because it is “really good” and
“affordable”
However a few consumers say that the
price of Nike Footwear is too “expensive”
The value of
Nike products
acts both as a
strong purchase
driver and barrier
in June 2011
Nike Footwear: top purchase drivers in June 2011
Purchase
drivers
Purchase
barriers
General Product: Some
consumers want to
“buy” Nike Footwear
products because they
are “really good”
Value: Two consumers
suggest that the price of
Nike Footwear is a “little
high” and “expensive”
Value: Two consumers
bought the Nike Zoom
because it is
“affordable” and “not
expensive”
Design/style: One
consumer says that they
“couldn’t accept” the
design of the Nike High
Heel shoe
Reliability/quality:
Several posters say
others can “buy genuine
Nike shoes” online by
taking precautions
Reliability/quality: One
poster says the Nike fake
shoe “is not as
expensive” as the real
Nike shoe
Purchase decision consumer quotes
The Nike Lunar Vapor 8 Tour is a really
good pair, I will be buying them again
(Nikestore, June 24)
I decisively bought the Durant series,
they’re inexpensive but provide very
good performance, they’re known as
"the poor can afford to buy Nikes”!
The Nike 360s look pretty cool, but
they are a little expensive so I can
only look at them (Bbs.hoopchina, June 2)
Don’t buy fake Nike shoes at the
market when you can buy genuine
Nike shoes online (Zhidao.baidu, June 2)
(Ks.cn.yahoo, June 25)
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Nike Footwear advocacy driven by the designs, styles and usability of
Nike shoes in June 2011
Advocacy buzz by sub-topic
The design,
style and
usability of Nike
Footwear drives
advocacy
Advocacy accounts for
15% of Nike Footwear
Advocacy buzz by sub-topic split by sentiment
Chinese consumers primarily advocate
Nike Footwear depending on how
aesthetic or practical they think the shoes
are
Consumers positively advocate Nike
Footwear because the shoes are
“comfortable”, “amazing” and “genuine”
However others say that Nike Footwear is
“ugly” and “ordinary” and the shoes
“abrade” their feet. Some say they are
“not as comfortable” as Adidas shoes
“Ugly” Nike
Footwear designs
drive negative
advocacy in June
2011
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Nike Footwear: top advocacy drivers in June 2011
Advocacy
drivers
Advocacy
barriers
Ease of use: Some
consumers advocate
their Nike Footwear
because it is
“comfortable”
Design/style: Some
consumers call the Nike
Footwear “ugly” and
“ordinary”
General product:
Consumers advocate
Nike shoes as
“amazing”, “fantastic”
and “really good”
Ease of use: A few
complain that their feet
have been “abraded” by
Nike Footwear
advocate their “genuine”
Nike Footwear because
they are “much better
quality” than fake ones
Brand competitors:
Several consumers say
that Adidas shoes are
“better” because they are
“more comfortable” and
resistant to “abrasion”
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Advocacy consumer quotes
The new Nike Hyperfuse series have a
lighter quality and a more breathable
mesh design. I recommend them over
Li Ning shoes (Ks.cn.yahoo, June 12)
I recommend the Nike Air Relentless
ones. They give you the feeling of
stepping on an air cushion and they
ventilate pretty well (28nike.cn, June 17)
Super regret buying these shoes,
they’re almost worn all the way to
the heel! This is my second pair of
Nike shoes and I don’t want to start
walking barefoot! (Weibo, June 29)
Nike shoes generally have good
shape, but my personal feeling is
that the comfort and durability of
Adidas shoes exceeds that of Nike
(Ks.cn.yahoo, June 25)
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4. Brand values
What brand values consumers associate with your brand during
online discussion
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Chapter 4: Brand values
Elegant, Cool and Aspirational are the top brand values in June 2011,
with association largely positive in sentiment
Percentage buzz by brand value
Elegant is the
brand value that
consumers most
associate with
Nike Footwear in
June 2011
Chinese consumers associate Nike
Footwear with Elegant, Cool and
Aspirational in a positive sense
Elegant association is driven by
consumers praising the “colours” of the
“beautiful” Nike Footwear products,
although some consumers think Nike
shoes are “ugly”
80% of Nike Footwear buzz
in June 2011 has an
attributed brand value
Brand value buzz split by sentiment
Cool association is particularly driven by
the “cool” and “delicious” image of the
Nike “cake shoe”
Elegant and
“beautiful” Nike
shoes drive
positive brand
value sentiment in
June 2011
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However some think Nike Footwear
is not Trustworthy as many
products sold online are “fake”
Verbatim
Chapter 4: Brand values
Nike Footwear: top positive and negative brand values in June 2011
Positive brand
values
Negative brand
values
Elegant: Many
consumers love the
colourful” and
“beautiful” designs of
Nike Footwear
Elegant: Some consumers
describe Nike Footwear as
“ugly”, in particular the
“Nike High Heels”
Cool: Many say the Nike
“cake shoe” looks “cool”
and appetising, whilst
others say Nike shoes
look “very cool”
Trustworthy: Many
consumers are worried
that Nike Footwear sold
online is “fake”, whilst
only a few say their shoes
have “broken”
Aspirational: Consumers
want to buy Nike
Footwear, asking
“where to buy” them
and what the details of
certain models are
Cool: Some think the Nike
cake shoe is “sick” and
“disgusting”
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5. Products
What consumers say about your brand’s products
Chapter 5: Products
Positive opinions on design and style drive Nike Footwear product
Product buzz by sub-topic
Design and style of
Nike Footwear
drives product
discussion in June
2011
Chinese consumer opinions on the
designs of Nike Footwear models drive
product discussion
Many consumers like the “colours” used
in Nike Footwear designs and call the
shoes “beautiful” and “cool”, whilst some
are more general and describe the shoes
as “good”
Product buzz by sub-topic split by sentiment
Most design and style
buzz is positive in
sentiment as
consumers call the
Nike shoes “beautiful”
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However some consumers think the
styles of the Nike shoes are “ugly”,
particularly the “Nike High Heels”
Negative product buzz is also
strongly driven by doubts about
the “authenticity” of Nike
shoes sold online in China
Verbatim
Chapter 5: Products
Nike Footwear: top product likes and dislikes
Product likes
Product dislikes
Design/style: Many
consumers particularly
“like” the “colours” of
the “beautiful” and
“cool” Nike Footwear
Design/style: Some say
the Nike Footwear
designs are “ugly”,
especially the “Nike High
Heels”
General Product: Many
“like” their Nike
Footwear products
because they are
“amazing” and “good”
consumers want to find
out the “authenticity” of
Nike shoes available in
China, worried that they
could buy “fake” Nike
Footwear
consumers are pleased
that they have
“genuine” Nike shoes
Ease of use: A minority
say Nike shoes “abrade
feet”, “don’t ventilate”
and are “difficult to
clean”
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6. Marketing campaigns
Which marketing campaigns are driving consumer engagement
with your brand
Chapter 6: Marketing campaigns
Nike Footwear marketing discussion in June 2011 driven by Nike “cake
shoe” image
Marketing buzz by sub-topic
Social media content
accounts for the vast
majority of Nike
Footwear marketing
discussion in June
2011
Chinese consumers discuss whether or
not they like the image of the Nike “cake
shoe” that was posted on Weibo
Many like the “cool” and “delicious” Nike
“cake shoe” that makes them “hungry”
Equally however, many consumers say
the image is “disgusting” and “sick” and
that they “could not eat” it
Marketing buzz split by sentiment
Social media content is
mixed in sentiment as
consumers discuss
whether or not they like
the Nike “cake shoe”
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Chapter 6: Marketing campaigns
Nike Footwear: top marketing likes and dislikes in June 2011
Marketing
likes
Marketing
dislikes
Many consumers say the
Nike “cake shoe” on
Weibo is “cool” and joke
that it makes them feel
“hungry”
Many consumers say that
the “cake shoe” makes
them feel “sick” and
“disgusted”
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Appendix
Details about the Verbatim methodology, categorisation
scheme and universal brand values
Appendix
Verbatim categorisation scheme
• Brand:
•
•
•
•
Brand image
Brand in the news
Brand product relationship
Brand competitors
•
•
•
•
•
•
•
•
TV marketing
Print media
Celebrity endorsement
Social media content
Digital marketing
Outdoor advertising
Loyalty schemes
Other
•
•
•
•
•
•
•
•
•
•
•
•
•
Performance
Features/components
Ease of use
Reliability/quality
Design/style
Value
Customer service
Use case
Availability
Packaging
Product competitors
General product
Other
• Marketing:
• Product:
5
• Universal brand values:
• Trustworthy
• Traditional
• Elegant
• Sensual
• Aspirational
• Cutting-edge
• Expert
• Cool
• Rebellious
• Caring
• None of the above
Note: brand values are coded if the opinion is
either positive or negative in sentiment. For
example “The brand is really dull” would be
coded -1 for “Cool”
7
Appendix
The Verbatim process
1. Our technology platform identifies all the
relevant buzz about your brand on the top ten
sites of discussion
2. Our human analysts get to work and read all
the discussion collected
3. The analysts break all comments down into
individual opinions and assign each one:

A buzz amount

A positive or negative sentiment

A category
4. Where appropriate, our analysts also code:

Purchase drivers and barriers (why people buy or
don’t buy your products)

Advocacy (recommendations)

Brand values
In your monthly reports, you’ll see two
types of metrics
Buzz: the volume of buzz generated by each
opinion is equivalent to page views, so if an
opinion has a buzz of 10,000, then it has been
read 10,000 times
Buzz around a specific topic is the total buzz from
all relevant opinions
Sentiment: each opinion is categorised as
positive or negative, allowing us to quantify the
volume of positive and negative buzz for each
category
5. We extract the insights from the data and
deliver them directly in your monthly report
October
2009
Page
21
Feb2011
2011
Proprietary
Page36
36
April
Proprietaryand
andconfidential.
confidential.All
Allrights
rightsreserved
reserved
Page
36
October
2009
Proprietary
and
confidential.
All
rights
reserved
Verbatim
Appendix
The Five Verbatim promises
1 2 3 4 5
Zero stress
Accurate
Actionable
Easiest way to get 100% of buzz read Powerful insights:
what you need
and coded by
Purchase drivers
from social media
human analysts
and barriers,
advocacy, sources
Just tell us what
Accurately coded
of buzz, brand
you want to track discussion in any
values
market
For enquiries, contact [email protected]
October
2009
Page
21
Feb2011
2011
Proprietary
Page37
37
April
Proprietaryand
andconfidential.
confidential.All
Allrights
rightsreserved
reserved
Page
37
October
2009
Proprietary
and
confidential.
All
rights
reserved
Trusted
Affordable
Global provider
of buzz research
to leading
Fortune 500
companies since
2003
Only £699 per
brand per month!
20% discount for
a 12 months
subscription
Verbatim

Nike Footwear

Transcription

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