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1、Everything is changing,Both NIKE and SINA are changing,Everyone in china is changing,But we still need control,who controls the present controls the pastWho controls the past controls the future;.,We believe,So have a good resume is so important,What did SINA sports do in 2009?Cooperation overview o
2、f NIKE and SINA Category launching detail of NIKE,Resume,What did SINA sports do in 2009?,Compared with 2008,SINA sports experienced great changes,Content,Interactive Activities,Authority,New Content SINA SPORTS 2009,http:/,Live interview with international commentators,Launch funny-sports channel,F
3、amous commentators set up SINA twitter,Original programmers achieve a high level.,DATA of SINA Sports,Sina sports enjoys the top one position in visiting and coverage among websites channels of the same type。,DATA of SINA Sports,Sina sports stickiness criteria is higher than competitors which provid
4、es good.for in-depth communication with target audience,From iresearch2009,DATA of SINA Sports,13%growth since 2007,Generally Sina sports keep a steady performance,After the influence of Olympics last year.,for Advertisers,New content will attract more people More famous people play a important role
5、 in SINA sports channel,it will improve SINA influence,also advertisers brand.More interactive activities were launched will bring more fashion audience who will be potential consumers.Cooperate with international matches reinforces SINA Sports authority.,So,There are also some good change for NIKE
6、since SINA Sports channel get better and better,Cooperation overview of NIKE and SINA,2008&2009 Contract compared,2008 Cooperation Way,Sponsor sports channel top banner of sports channel set up minisites based on matches and NIKE promotion create some activities 14.4 million,Interactive Communicatio
7、nNike forum NIKE star club Fascinate with NIKE shoes Game In 1 City,WAP Cooperation Set up and maintain WAP site Sponsor SINA WAP sports channel Homepage NIKE textlink/1 year NIKE message push Add new button to navigation bar,2009 Cooperation Way,Sponsor sports channelAs same as 2008,Event Marketing
8、Sponsor KOBE official websiteNIKE feature in NBA channel-forum-selected topic discussion,Cross channel promotionFocus picture in SINA women/SINA entertainment/SINA Blog,Cross media promotion NIKE AD in Focus Media(Price:1 million)SINA online resource(Price:2.4 million)SINA offline resource(Price:1 m
9、illion),New add,New add,Interactive CommunicationNike forum(as same as 2008)Add WAP site:Fascinate with NIKE shoes,Conclusion,More cross-channel launching,target at more people.2009,we not only focus on sports channel,but also select women,entertainment channel.More interactive activity from online
10、to offline instead of only online promotion.2009,we create more attractive activity to reinforce NIKE brand principle.Making use of UGC(user generate content)to attract more people attention.2009，web 2.0 was a big trend in internet,we should comply with the trend when make promotion.,The new value o
11、f NIKE sponsor in 2009,Long term,Long term,NIKE community,LN community,Taking advantage of Sina Sports absolute strength in 2009,sponsorship on Nike is still of great significance.In 2009,Nike framework makes its brand occupy the dominant position in media launch thus competing brands can just fight
12、 guerrillas,The new value of AD in 2009,Sports suit in 2009 framework goes through powerful channels such as Series A,FA premiership etc.For the convenience of deep communication with segmented target consumers,colorful and novel ads launch form also constitute the highlight this year,The new value
13、of content in 2009,Contents in Kobe official website and LBJ BBS enrich brand marketing channels which makes brands.in media touch point,The new value of NIKE communityin 2009,Before,After,Before,After,WAP C4S,The all-new transformation of.and C4S launch of WAP version brings new value to community
14、marketing,So,In this yearWe have a new face,Survey,Minisite report,Multi-FunctionMinisite,2008 Project Review Map,2009 Project Review Map,MAR APR MAY JUN JUL AUG SEP OCT,Changing in Share Of Voice,For the new contract in long term resource,we goes through powerful channels such as Series A,FA premie
15、rship etc.For the convenience of deep communication with segmented target consumers,colorful and novel ads launch form also constitute the highlight this year.For the whole NIKE products,we have a all-around cooperatewith SINA lady,SINA entertainmentand SINA blog.For the marketing forms,we have more
16、 interactive campaign and ample content.,2009 Share Of Voice-Amount,+39%,The share of voice amount in 2009 had increased 39%than 2008,2009 Share Of Voice-Exposal,08Olympics,Basketball and football had increased slowly in 2009.But NSW and Women increased faster,especiallyWomen.,Mil,2009 NIKE EDM,Send
17、ing：1,200,000Reading：202,015,Human race in GZ,Reading rate：25.34%,ChunXiaoEDM1,All landing AD,Directional sending,Sending：304,131Reading：128,947,Sending：1,200,000Reading：304,131,Sending：1,200,000Reading：129,918,Reading rate：42.39%,Reading rate：12.83%,Reading rate：16.82%,All landing AD,All landing AD
18、,ChunXiaoEDM2,Human race in BJ,2009 NIKE EDM,For the directional sending,the EDM exact rate had improved 24%.,Category launching detail of NIKE,Basketball,Campaign site PV 200,000,the average PV per day during Kobes stay in China is two times that in usual.KOBEs blog 50,000,000,Dream Season Kobe Chi
19、na Tour,Average PV：122,568/day,Kobe in china PV：21,352/day,Kobe China Tour In 2008,KOBE has an online hoops talk in 16th Jan.2008，SINA published an advertorial.,Promotion Places,The Changing For Kobe China Tour,Compared with the brand exposure of Kobes visiting China in 2008，this year weve reported
20、more and in many different ways.The brand exposure has increased 30%,Compared with ONeals visiting China sponsored by Lining in 2009,our editors have given more support to NIKE.And the special topic exposure is 45%higher than the competitors.,+30%,+45%,Dream Season LBJ China Tour,1.editors report al
21、l the way2.special topic of James coming to China3.focused pictures in sport channel4.the 120 ticket rush in three cities,Chong Dong Campaign,NIKE sponsorthe match vests,the match ball and the award.The powerful force in campus:11 cities,44 campus,3369 teams,most 13500 people,LBJ MPV Quick Strike,Sp
22、ecial topic,forum，editor support，people on the internet highly participate in(LBJ video),2009 All Star Weekend,Star equip,Color soft placement,Blog PR,Crazy For Shoes Offline,10 cities and almost 300 memberjoined the games.More interactive than internet campaign for NIKE branding.,Basketball sport i
23、s mainly brought along by matches and celebrities whichs very single。Well try more interactive ways.Also well use some more accurate ways to deeply communicate with the target consumers and consolidate the brand and the product profit.,Suggestions,Football,Manchester United China Tour,High QualityWo
24、rks：312,Europe Champion Cup,Main post reading:49288The Manchester united football club post reading：8513Comment reading：2206 reply：179The replying activity reading：9650 reply：6947The Barcelona football club post reading:4679Comment reading：839 reply：82The replying activity reading：3216 reply：1111,CT
25、R360 Campaign,Full product creative exposure，play maker content support,The New Star Club In SEP,For internet sharing trend,we add more SNS functions to make the community more attractive.Be ready for the coming world cup matches.,Before,After,PV：,1,232,6,543,Well take advantage of celebrity fans cl
26、ub to gather popularity and be ready for The World Cup.For the video cooperation，columns such as“play maker”will have further development.,Suggestions,NSW,AM1 Campaign,Players in two weeks:7000+,Cortez Campaign,Reading：6924Reply：84Works：94,The New Crazy For Shoes From FEB,Before,After,The New Crazy
27、For Shoes From FEB,+44%,+29%,+42%,After new Crazy For Shoes launched,the page view,IP and reading time had a high increase.,Crazy For Shoes And Li-Ning Community,35%,Crazy For Shoes,Lan Tan Feng Yun,The exposure of Crazy For Shoes is 35%higher than the Li-Ning community,(万）,Well put more efforts on
28、Crazy For Shoes to form a big fans club which assembles NIKEs whole product line.And we can cooperatemore content in SINA sports,like cool sports channel and music channel.,Suggestions,Women,Chun Xiao Campaign,Send:1.2 million,click:300 thousand,The first round click rate:25%8%average click-rateThe
29、second round click rate:42%,Blog template,EDM,Chun Xiao Campaign,Nike community,Embedded pages in sport news,Focused pictures in star club,Community main sticky posts,Text link in WAP women,Text link in blog channel,Yogirl Campaign,Exceed 70 thousands clicks one day,We can bring more activities and
30、net friends by deeply communicating with female internet users.For the great space for the NIKE Women,we can create more content in the SINA lady,like video shows and women sports wear program.,Suggestions,Tennis,Love Fifteen Quick Strike,Sports Homepage,Tennis Homepage,Crazy for shoes,Star Club,Cit
31、y Attack Campaign,Crazy AD,Sports Homepage,Match site Homepage,We should try some new marketing solutions such as E-magazine and BTL activities not just only use those matches.,Suggestions,Running,News Report,Human Race 2009,EDM,To maintain the superiority to Irun，we can organize some activities whi
32、ch are related to the products.Viral marketing will be a good choice.,Suggestions,JDI,Liu Xiang Campaign,The NIKE mother brand gained a lot of exposure in 2008 Olympic Games,and we hope we can bring more exposure to the brand.LiuXiangs comeback will bring the NIKE mother brand more opportunities of
33、exposure.,Suggestions,Learning.,New breakthrough of media strategythe cross channel media placement based on segment consumers makes the placement more accurate New breakthrough of media creativeVarious media creative demonstrate the inside of the brand and attract more target consumers.New breakthr
34、ough of marketing solutionsMarketing from web1.0 to web2.0 makes the brand activities more interactive and have more expressive force.,Changing and will be changed,Service The sina Nike team has greatly changed in 2009.We have a special key account manager which controls the process while provide pr
35、ofessional advices.Well add more special talents for the Nike team.CooperateFrom sales channels business communication to editors content communication we suggest sina sport channels editors to communicate with Nike regularly in the future.,Hope we have a good future!,Share Of Voice,MAR APR MAY JUN JUL AUG SEP OCT,Click More,
