Through this research, I came across the NikeTraining.ca website which features YouTube star, Steve Dangle providing an insightful, funny, behind the scenes perspective from the tournament. I had the pleasure of chatting with both Steve and Laura West (Nike – Digital Brand Manager) prior to the USA-Sweden semi-final game.

In this interview, we address the following topics:

1. Steve explains how he got started in videoblogging on YouTube and Leafspace.com?
2. Laura provides insight on how Nike found out about Steve (thru their digital agency – Organic) and why they decided to have him represent their brand at the WJHC?
3. Steve talks about the importance of engaging with fans.  ”Social Media is not about quantity, it’s about quality!”
4. Laura discusses the NikeTraining.ca website – “Go to where the audience is versus making them come to us”.
5. Laura talks about Nike’s latest marketing campaign – Force Fate
6. Trevor addresses Pepsi’s recent announcement to cancel their SuperBowl advertising and, instead, focus on online efforts.
7. Laura shares her views on why Nike believes Social Media is an important part of their future communications and marketing initiatives.

Niketraining.ca Interview – Social Media

Conclusion

I want to express my thanks to both Steve and Laura for taking the time to chat with me about their project.  After being on the road for the last 4 months following sporting events and managing multiple social accounts, I can assure everyone that this is a very time consuming process.  Steve and Laura are joined in Saskatoon by two other very talented individuals that are shooting video, managing social accounts and staying up all night to edit and upload new videos every day.

In the interview, I mentioned the fact that Pepsi recently announced that they will not be participating in Superbowl advertising, ending a 23 year run.  Announcements like this make it clear that big brands are starting to realize the value of social media. Nike’s commitment to engaging in two-way conversations and building communities around their marketing efforts makes it clear that this is not a trend, rather, it’s a social revolution that is changing the way brands, teams, athletes and fans communicate.

Follow NikeTraining

Website: http://niketraining.ca

Twitter: http://twitter.com/niketraining

Facebook: http://facebook.com/niketraining

YouTube: http://youtube.com/niketraining