rob craig: 1 million fan case study

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Digital and Social Media Strategy and Solutions

Customer Acquisition and Retention

Agenda

3 Tier Logic Overview

Abercrombie & Fitch/Hollister Case Study

Questions

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3 Tier Logic Solutions Customer retention and acquisition Digital channels - applications and services Email and web Mobile (sms, iPhone, mobile web) Facebook Twitter

Strategic services Channel strategies Marketing systems and strategies integration

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About 3 Tier Logic

Social media agency for global retail brands including:

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About 3 Tier Logic

Social media agency for global brands including:

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Campaign DNAStrategy|Apps|Demand Generation|Business Intelligence

Hollister “Chasing the Perfect” Contest Objectives:

Increase store revenue in multiple jurisdictions (6 countries) Track ROI thru receipt codes entered on Facebook or Website

Integrate multiple channels to drive participation

Cross channel promotion: in store > web and Facebook

Increase consumer interaction and engagement thru Facebook and web

Capture customer profiles (demographics, location, interests etc)

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Key Strategies and Tactics

Market Positioningo Appeal to key social media market segments

o Content creatorso Interactorso Lurkers

Demand Generation• Shareable content• Message management

o Content library creation and deploymento Postso Tweetso Email

• Facebook media buy

Custom app development

Custom Business intelligence

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Hollister “Chasing the Perfect” Contest

Custom Web and Facebook Applications:

User Generated Content App

Sweepstakes App

Voting App

Promo code App (receipt codes)

Data Capture App

Business Intelligence Suite

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Integration of multiple media channels to drive response: In store, Traditional and Digital Media

Participants can enter via Web…

Participants can enter via Facebook…

How it works

Step 1. Take a picture wearing Hollister jeans or jeggings

Step 2. Go to Facebook (become a fan) or enter through web

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Step 3. Enter the receipt code from your last purchase

Simple user interface with transparent logic Participants in countries (eg, Canada, Germany) where proof of purchase cannot be required, do not see proof of purchase screen.

Step 4. Register

Specific workflow based on country and region rules and regs

System can be set to send entry acknowledgement via email or sms. Email can include viral marketing toolkit

System can be set to take entries: daily, weekly, per contest, per person, etc.

Step 4. Register (specific workflow based on country and region rules and regs)

Data can trigger specific workflow eg under 18 participants go through parent authorization

Content from under 18’s is quarantined until parental approval

Email Parents will RecieveHollister: Under age notification

Step 4a. Parent authorization process

Under 18’s parents are brought into the dialogue

Parent is given access to all content submitted by their child

Parental Review

Step 4a. Parent authorization process

Parent views content submitted. Parent dictates workflow via “approve” or “ reject”.

Step 5. Upload Photos

System can accept multiple content forms: video, jpeg, mp3, pdf, word, text

Step 5. Preview content

Choose what picture you want published

Step 5. Tell the world..

Viral marketing tools integrated with system

User Generated Content Management System

Curser through entries: last 24hrs, 7 days, etc.

Entries can be organized in folders for multiple stakeholder participation

Step 5. Preview content

Choose what picture to publish

Inappropriate language is flagged

Participant data including parental authorization

Add notes

Voting on User Generated Content

Voting on User Generated Content

Content can be arranged in multiple formats – most votes, most recent, etc.

Votes can be tallied by number or percentages (not shown here)

Voting on User Generated Content

Scroll thru pics

Vote on your fav

Voting on User Generated Content

System programmed for daily voting

Results are starting to show

• 1.8 million fans on contest close

• 1,000,000 added to fanbase

• Complete data set on contest participants

• Migration of fans from wall to tabs

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