The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Singerand Pfau
1. SocialMediaPlus 2011
Creating the Perfect Facebook Campaign
Friday, November 11, 2011
2. About Us
General Overview
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Friday, November 11, 2011
3. Capabilities | 2011
We are 250+ professionals in 10 cities worldwide
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
4. Capabilities | 2011
We are 250+ professionals in 10 cities worldwide
Austin
London
New York
Portland
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
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Friday, November 11, 2011
5. Capabilities | 2011
Vision
We help build whichlook businesses are social businesses.
A future in social businesses
What does that
all
like?
CUSTOMERS
PEERS PARTNERS
EMPLOYEES INFLUENCERS
PEOPLE
and their networks power
how business gets done.
PROCESSES TECHNOLOGIES
are designed for enable and optimize
collaboration the ecosystem
WE TRANSFORM COMPANIES TO
THRIVE IN A SOCIAL WORLD
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Friday, November 11, 2011
6. Capabilities | 2011
Social Business
Largest group of Facebook
Preferred Developers in the world
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Friday, November 11, 2011
7. Capabilities | 2011
We have delivered 500+ social media solutions
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Friday, November 11, 2011
8. Session Frame
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Friday, November 11, 2011
9. Capabilities | 2011
Digital Marketing Spend
Search Display Email
Mobile Social Lead Gen
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Friday, November 11, 2011
10. Capabilities | 2011
Social Marketing
Search Display Email
Mobile Social Lead Gen
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Friday, November 11, 2011
11. Capabilities | 2011
Social Platform Landscape
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Friday, November 11, 2011
12. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Social Measurement
Experiences & Analysis
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Friday, November 11, 2011
13. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Measurement
& Analysis
Social
Experiences
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
14. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Measurement
& Analysis
Social
Experiences
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
15. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Measurement
& Analysis
Social
Experiences
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
16. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Measurement
& Analysis
Social
Experiences
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
17. Capabilities | 2011
Facebook as an Engagement Platform
Community
Management
Content Monitoring &
Marketing Listening
Measurement
& Analysis
Social
Experiences
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Friday, November 11, 2011
18. Program Identity
Design
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Friday, November 11, 2011
19. Capabilities | 2011
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Friday, November 11, 2011
20. Capabilities | 2011
Design =
Intentional
Creation of X
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Friday, November 11, 2011
21. Capabilities | 2011
Design =
Intentional
Creation of X
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Friday, November 11, 2011
22. Capabilities | 2011
X
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Friday, November 11, 2011
23. Step 1
Design the Business
Objectives
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Friday, November 11, 2011
24. Capabilities | 2011
1a. High-Level Business Objectives
Business
Objective
Business Metrics
Social Metrics
1 1.5 2 2.5 3
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Friday, November 11, 2011
25. Capabilities | 2011
1a. High-Level Business Objectives
Business It starts with quantifiable
Objective Business Objectives
Business Metrics
Social Metrics
1 1.5 2 2.5 3
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Friday, November 11, 2011
26. Capabilities | 2011
1a. High-Level Business Objectives
Business It starts with quantifiable
Objective Business Objectives
Which lead to the Business
Business Metrics Metrics that matter
Social Metrics
1 1.5 2 2.5 3
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Friday, November 11, 2011
27. Capabilities | 2011
1a. High-Level Business Objectives
Business It starts with quantifiable
Objective Business Objectives
Which lead to the Business
Business Metrics Metrics that matter
That are transformed into
Social Metrics measurable Social Metrics
1 1.5 2 2.5 3
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Friday, November 11, 2011
28. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
29. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
30. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
31. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
32. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
33. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
34. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
35. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
36. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
37. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
38. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
39. Capabilities | 2011
1b. Program-Level Business Outcomes
A. More consumers
B. Greater purchase values
C. Higher repeat purchase rate
1 1.5 2 2.5 3
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Friday, November 11, 2011
68. Step 3
Design the Program
Mechanics
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Friday, November 11, 2011
69. Capabilities | 2011
3a. Platform Map
Facebook
Twitter
Platforms that the
YouTube
program will be
Foursquare
deployed on
Website .com
Mobile
1 1.5 2 2.5 3
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Friday, November 11, 2011
70. Capabilities | 2011
3a. Platform Map
Facebook
Twitter
Platforms that the
YouTube
program will be
Foursquare
deployed on
Website .com
Mobile
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
71. Capabilities | 2011
3a. Platform Map
Facebook
Twitter
Platforms that the
YouTube
program will be
Foursquare
deployed on
Website .com
Mobile
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
72. Capabilities | 2011
3a. Platform Map
Facebook
Twitter
Platforms that the
YouTube
program will be
Foursquare
deployed on
Website .com
Mobile
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
73. Capabilities | 2011
3a. Platform Map
Facebook
Twitter
Platforms that the
YouTube
program will be
Foursquare
deployed on
Website .com
Mobile
1 1.5 2 2.5 3
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
74. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
75. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
76. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
77. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
78. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
79. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
80. Capabilities | 2011
3b. Mechanics and Functionality Map
1 1.5 2 2.5 3
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Friday, November 11, 2011
81. Capabilities | 2011
3b. Mechanics and Functionality Map
.com
1 1.5 2 2.5 3
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Friday, November 11, 2011
82. Capabilities | 2011
3b. Mechanics and Functionality Map
.com
Mechanic 1
1 1.5 2 2.5 3
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Friday, November 11, 2011
83. Capabilities | 2011
3b. Mechanics and Functionality Map
.com
Mechanic 1
Mechanic 2
1 1.5 2 2.5 3
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Friday, November 11, 2011
97. Summary
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Friday, November 11, 2011
98. Capabilities | 2011
Summary
1.! Design Business Objectives
a.! High-Level Business Objectives
b.! Program-Level Business Outcomes
o! Bridge: Consumer Audit & Reconciliation
2.! Design the Program Frame
a.! Affinity Drivers
b.! Interaction Driver Map
c.! Interaction Fingerprint
o! Bridge: Presence Audit & Reconciliation
3.! Design the Program Mechanics!
a.! Platform Map
b.! Mechanics and Functionality Map
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Friday, November 11, 2011
99. Letʼs Do This!
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Friday, November 11, 2011
100. Capabilities | 2011
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Friday, November 11, 2011
101. Campaign Case Studies
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Friday, November 11, 2011
102. Capabilities | 2011
Peopleʼs Choice Awards - Social Experience
Challenge
The Peopleʼs Choice Awards 2012 promise to be
the biggest yet, and a Facebook and Twitter
strategy was needed to ensure success in social.
Solution
A massive interactive experience was developed
to be social by design, and heavily leverages the
Facebook Platform and social graph. Usersʼ
interests are surfaced immediately for voting, a
sweepstakes layer incentivizes users at the
chance to win tickets to the show, and one lucky
user will be the Fan Award and get flown to the
show to accept an award on the red carpet!
Results
In the first 48 hours, the Facebook experience
surpassed 1 million votes, and is on itʼs way to
crushing the 1.5 million vote watermark from
2010. Get out and vote for your favorites in
Movies, TV, and Music today!
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Friday, November 11, 2011
103. Capabilities | 2011
Bud Light - Port Paradise
Challenge
Create excitement in the Bud Light community
through a sweepstakes that requires users to work
together in order to win tickets to the ultimate Bud
Light event, the Port Paradise cruise.
Solution
A collaborate and win experience where users
create teams of three to enter the sweepstakes.
Team names can be selected from three available
dropdowns or randomly generated, and Users
recruit a team by sending a wall post to their
friends with a link that directs back to the
application.
Results
Bud Light fanatics could not wait to start building
their crews. 160,000 entrants have created over
200,000 crews during the apps first week. 180,000
users added the app and 76,800 have shared it
through global shares, individual shares, and wall
posts. Overall, 1.2 million crews of Bug Light fans
were created, and one group of friends got the
experience of a lifetime.
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
104. Capabilities | 2011
Coach - New at Coach
Challenge
Coach needed a way to let their fans on Facebook
know about new styles, fresh content, and product
launches and approached Stuzo for a solution.
Solution
The New at Coach experience addressed several
business needs, including a back-end CMS for
Coach to adjust products, videos, style-guides, and
links within the application on-demand. This
evergreen program allows users to interact with the
latest products on an interactive carousel, like
individual items, and add them to their shopping
cart for one-click purchasing on Coach.com.
Executions on both /coach and /coachmens mirror
one another, with future launches on the Coach
Japan and Europe Facebook pages, for global
brand management.
Results
Coach has been extremely pleased with their level
of autonomy on New at Coach, and users have
been absorbing content and interacting with the
new products at rapid pace.
® 2011 Dachis Group. Confidential and Proprietary
Friday, November 11, 2011
105. Capabilities | 2011
Leviʼs - WaterTank
Challenge
Leviʼs was looking to activate their community for
World Water Day 2011 with a program that would
highlight their eco-friendly Water<Less jeans, which
use an innovative manufacturing technique to save
millions of liters of water.
Solution
Simple social challenges and game mechanics
within the Facebook Water<Less experience allow
users to interact with friends to unlock gallons of
water, which will be “emptied” and sent to Water.org.
Users could pledge, check in to Leviʼs stores, tweet,
answer trivia, and more to build awareness of the
global water crisis and educate fans as to what they
can do to help.
Results
In its first 72 hours, the experience saw over 50k
page views and more than 20k challenges
completed. Only six days after launch, the campaign
had already hit 1/3 of the 200 million-liter goal.
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Friday, November 11, 2011
106. Thank you
http://www.dachisgroup.com
http://www.stuzo.com
+ 1 267-519-3669
jed.singer@stuzo.com
Friday, November 11, 2011
