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Orosová, Simona (514718)

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Orosová, Simona (514718) University of New York in Prague School of Business Bachelor of Business Administration Program FINAL PROJECT Social Media Marketing Strategies of Nike in Different Parts of the World - Dubai, Hong Kong and New York Author: Simona Orosová Mentor: Ravick Fiala, Dan Word Count: 9749 [Acknowledgments:] 2 Abstract My thesis provides social media marketing analysis of Nike in three different parts of the world – Dubai, Hong Kong and New York. Preface focuses on right choice of suitable marketing strategy in corporation operating worldwide. Furthermore, it opens transition to introduction which highlights initial social media differences. All work is divided to three main sections about social media marketing strategy in each city. Every part starts with general information about a city and follows by CAGE analysis which compares Nike headquarters’ market (USA) with target markets (Hong Kong and Dubai) and identifies differences in culture, administration, geographic location and economy. Language and cultural aspects are most tremendous through all sections. As a result of countries variation, national branding takes an important place and adapt each strategy to required local needs of specific marketplace. Good quality research is the base for a successful strategy. Last but not least part discusses differences in website presentation and monitors social media performance in yearly metrics – evolution of interactions, growth of followers, content overview and opinion leaders (influencers). New York breakdown examines SWOT analysis instead of CAGE approach and emphasizes overall internal and external factors of the brand worldwide. The final section offers a marketing strategy recommendation to improve social media in the two diverse markets. Based on the current analysis, Dubai should improve overall social media presence and both with Hong Kong focus on content requiring engagement preferably by likes. Although, Nike should slowly emphasize two-way communication between brand and customer. Keywords: Middle East, China, United States, multinational corporation, marketing strategy, tailor-made campaign, social media insights, advertisement, Nike, commercial, loyal customer, communication, Instagram, Facebook 3 Table of Contents Abstract ............................................................................................................................ 3 1. Introduction ............................................................................................................ 7 1.1 Executive Summary .......................................................................................................... 8 1.2 Background ....................................................................................................................... 8 2 Literature Review ................................................................................................... 9 2.1 Methodology ...................................................................................................................... 9 2.2 Assumptions .................................................................................................................... 10 3 Marketing Strategy .................................................................................................... 11 4 Dubai ........................................................................................................................... 14 4.1 National Branding .......................................................................................................... 17 4.1.1 Marketing Strategy Application ............................................................................................... 18 4.1.2 Nike Website Dubai ................................................................................................................. 21 4.1.3 Opinion Leader Dubai ............................................................................................................. 22 4.2 Social Media Marketing of Nike in Middle East Region – Instagram Yearly Metrics .......................................................................................................................................................... 24 4.2.1 Yearly Followers Overview ..................................................................................................... 24 4.2.2 Yearly Evolution of Interactions .............................................................................................. 25 4.2.3. Content Overview ................................................................................................................... 26 5 Hong Kong ............................................................................................................ 30 5.1 National Branding .......................................................................................................... 32 5.1.1 Background Information for Hong Kong Market Research..................................................... 34 5.2 Social Media Marketing of Nike in Hong Kong – Instagram and Facebook Yearly Metrics ............................................................................................................................................. 35 5.2.1 Yearly Followers Overview ..................................................................................................... 35 5.2.2 Yearly Evolution of Interactions .............................................................................................. 36 5.2.3 Content Overview .................................................................................................................... 39 6 New York .............................................................................................................. 42 6.1 National Branding .......................................................................................................... 44 6.1.1 Website .................................................................................................................................... 44 6.2 Social Media Marketing of Nike in New York – Instagram and Facebook Yearly Metrics ............................................................................................................................................. 45 4 6.2.1 Yearly Followers Overview ..................................................................................................... 45 6.2.2 Yearly Evolution of Interactions .............................................................................................. 47 6.2.3 Content Overview .................................................................................................................... 48 Conclusion ...................................................................................................................... 52 References ...................................................................................................................... 56 Figure 1: CAGE Approach – Dubai ......................................................................................... 16 Figure 2: Nike UAE Website Figure 3: Women’s Hijab Nike Pro UAE Website ............... 22 Figure 4: Zahra Lari – figure skater, influencer, opinion leader .............................................. 23 Figure 5: Growth of Total Followers April 1, 2018 – March 31, 2019 .................................... 24 Figure 6: Growth of Total Followers April 1, 2018 – March 31, 2019 .................................... 25 Figure 7: Evolution of Interactions April 1, 2018 – March 31, 2019 ....................................... 25 Figure 8: Distribution of Interactions April 16, 2018 – April 15, 2019 ................................... 26 Figure 9: Number of Profile Posts April 1, 2018 – March 31, 2019 ........................................ 26 Figure 10: Average Interactions per Post April 1, 2018 – March 31, 2019 ............................. 27 Figure 11: Number of Profile Posts with Post Types April 1, 2018 – March 31, 2019 ........... 27 Figure 12: Most Successful Instagram Feed April 1, 2018 – March 31, 2019 ......................... 28 Figure 13: What Will They Say About You? - Nike Middle East Campaign .......................... 29 Figure 14: CAGE Approach – Hong Kong .............................................................................. 31 Figure 15: Nike Website – Hong Kong .................................................................................... 33 Figure 16: Growth of Total Instagram Followers April 1, 2018 – March 31, 2019 ................. 35 Figure 17: Growth of Total Facebook Fans April 16, 2018 – April 14, 2019 .......................... 36 Figure 18: Number of Instagram Profile Posts with Post Types April 1, 2018 – March 31, 2019 .......................................................................................................................................... 37 Figure 19: Number of Facebook Page Posts with Post Types April 1, 2018 – March 31, 2019 .................................................................................................................................................. 37 Figure 20: Average Interactions per Post Instagram April 1, 2018 – March 31, 2019 ............ 38 Figure 21: Average Interactions per Post Facebook April 1, 2018 – March 31, 2019 ............. 38 Figure 22: Most engaging posts on Instagram April 1, 2018 – March 31, 2019 ...................... 40 Figure 23: Most engaging posts on Facebook April 1, 2018 – March 31, 2019 ...................... 41 Figure
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