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

NikeTraining.ca

The link takes you to a landing page promoting Nike’s new marketing campaign titled “We Decide From Here – Force Fate”.  The microsite is clearly being used to capture the attention of fans of the Canadian Olympic hockey teams.  However, also on this site is a link to a dedicated section covering the 2010 World Jr Hockey Championship. (Here is the direct link to that page: http://www.nike.com/nikeos/p/niketraining/en_CA/force_fate)

As you’ll see on this page, Nike is leveraging social media to provide Canadian hockey fans with coverage from tournament.

• YouTube – video analysis by YouTube star – Steve Dangle (see more about Steve below)
• Twitter – daily coverage of the WJHC including live score updates and links to YouTube videos
• Facebook – coverage of Team Canada, engaging questions, YouTube videos (Nike commercials)

Prominently displayed on the page is a video section titled “Dangle’s Diary”.  At first glance, I wasn’t sure what Nike’s angle was in choosing their on-location reporter.  However, a little more research and this is what I found about Steve Dangle.

Steve Dangle

As described by Nike: He’s young, smart, opinionated and a walking, talking Wikipedia of hockey.
He’s also got one of the most respected hockey blogs on YouTube.
He’s Steve Dangle. Click here

Steve Dangle is a popular video blogger that covers the Toronto Maple Leafs and has a loyal following on Leafspace.com.  His YouTube channel (http://www.youtube.com/user/SteveDangle) has over 260,000 channel views and over 1M video views.  Steve also has an entertaining Twitter account (http://twitter.com/StevE_dangle) where he voices his opinion on his favorite team, the Toronto Maple Leafs.

Here are a few of the videos I came across on Steve’s YouTube channel (this kid is hilarious…..love his Don Cherry impressions!)

Hockey Night in Canada Theme Song (Don Cherry impression)

Don Cherry impression – “Canadians Don’t Smile!”

Nike & Steve Dangle

It is apparent that Nike (one of the world biggest brands) has seen the value that social media can add to their marketing strategy.  They put a 21 year old kid with a webcam in charge of covering one of the biggest events in Canadian sports.  One of the key factors that make social media so impactful is the fact that anyone that is providing good content can generate a loyal following.  And, in turn, those social media stars can have influence over the people that tune in to watch their YouTube videos and follow their tweets on Twitter.

Great job by Nike in recognizing that social media is not a fad.  By employing Steve Dangle, they generated an instant, engaged audience.  And, great job by Steve Dangle in establishing this partnership with Nike.  I’m sure it’s a dream come true for him.  It’s amazing what passion will get you nowadays!!!