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Tiger Woods

Nikes Uses Facebook to Push Timely E-Commerce Golf Gear Around US Open

Below are subsequent Facebook posts by Nike Golf that uploads Tiger Woods' and Rory McIlroy's entire Nike outfitting - from shoes to clothing to clubs to balls. It's brilliant in its simplicity, timelines and relevance. It also shows the value of their athlete and sponsorship model: these are Nike golfers head to toe. And with one-click through Facebook, users arrive on Nike.com's shopping channel - where they can buy element by element. The only thing missing is a "purchase all" button. Nike and Titleist have used Facebook previously to tie results into products - but the direct tie to commerce and timeliness here is really compelling and interesting.

nike tiger woods golf

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Google's Evolving Search Results Pages: PGA, Tiger Woods & US Open as Example

In honor of this week's US Open - and in connection with last week's post on Google's evolving search pages - here are some interesting screen shots related to both.

The first is a results page for the query "PGA". As yo will see, there are only two search results on my visible screen: PGA.com and PGAtour.com (brand URLs). The bulk are algorithmic results (which are very useful): 2012 FedExCup standings and the three most relevant (ie popular) stars (Tiger Woods, Rory McIllroy, Phil Mickelson). Two things worth noting: 1. there are no ad units 2. there is no Google+ integration here. And this is one area that Google+ makes a lot of sense. I should be able to follow each player, learn more, etc. Today, it is entirely informational.

Change the query to one of the player names (in this case "Tiger Woods") and it looks similar: standings, information, news, and the brand link. In fact, only one natural result is above the fold: TigerWoods.com.

Again, two notes: 1. still no Google+ integration. 2. still no ads (high volume query too!) 3. related people include non-golfers: Elin Nordegren and Rachel Uchitel (both interesting and ironic)

Dig in on the right column's bio page and there is a "please report a problem" unit. This is Google's Wikipedia-like effort to control content. For several reasons, it is a very interesting approach: 1. this is such a dramatic change to search results and this unit comes at the expense of ad real estate 2. to fill it with content Google does not entirely trust is bold / scary 3. this information is far more compelling if tied to Google+ - in this setting it looks like no different than a mini-Wikipedia (or Knoll!)

Nike Revamps NikeGolf.com - Sans Tiger Woods

This morning, Nike announced the unveiling of their new Nike Golf website via Facebook: Like most Nike online experiences: it is good looking, has slick UI, and is easy to navigate. The surprising part was the clear omission of Tiger Woods... particularly as one of the lone remaining sponsors. Nike's Golf site used to be canvased with Tiger - now you have to work to find any mention of him. To be fair to Nike, they removed much of the Tiger imagery and promotion in recent months... but the announcement of a new NikeGolf.com looks as though the unveiling was more about removing Tiger than renovating the site.

Of course, I am not the only one to notice this. The Facebook announcement led to a mixture of responses from fans - about both the site and Tiger Woods:

Bobby Kane: The post was about the launch of Nike's new Golf site; why for the love of all that is holy does someone have to bring Tiger Woods and his PERSONAL LIFE into it. Nike Golf Facebook moderator, the new site looks great.

Nike Golf: Thank you Bobby Kane!