2. problems with current site -Lack of interactivity -Website does not flow or make sense -Unable to purchase products directly off of site -Web 1.0 -Bad navigation -Not up-to-date
3.
4. our goals -To increase Camelbak's level of interaction through social media sites -To create an interactive blog/investigate latest trends in online communication -To build a stronger interactive community and, in turn, create more brand loyalty and increased sales
5. strategy, positioning, and tactics PERSONAL EXPERIENCE (business to consumer) -log-in/username for blogs and online store -hightlighted Camelbak users of the week -online shopping with “like/dislike” -product reviews/ratings PERSONALIZATION (consumer to business) -interact with online community -create custom products -Allow customers to transparently post questions/reviews
6. personas OUTDOORS GEAR ENTHUSIAST -Avery Juan-Elsa Zicht -“I want to be able to look up trendy products online, read all about those fancy features that I will never fully use, and get the approval of my peers before purchasing anything.” OUTDOOR ENTHUSIAST -Eddie Stonly-Grinola -“I want reliability in my products so I don't have to worry about them. I'd rather focus on the journey than on my material goods.” ATHLETIC -Wendy Gowing Ghitstuf -“What I use to prepare myself for competiion is important for keeping me top of the pack.”
7. success metrics -measure sales directly from website -track user activity (reviews/likes/dislikes) -increase/decrease in social media connections
8. Quench their thirst -Camelbak uses innovative technology with their products, so why not do the same with their website? Make the consumer feel like they’re a part of the Camelbak experience Inspire the Camelbak lifestyle -Motivate users to live their life with Camelbak and share it with the community The big idea
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19. WRAP UP By incorporating improved methods of interactivity, easy navigation, lifestyle inspiration, and innovative design, the connection between the company and the user will grow stronger.
