Rob Craig: 1 Million Fan Case Study

Digital and Social Media
Strategy and Solutions
Customer Acquisition and Retention

Agenda
3 Tier Logic Overview
Abercrombie & Fitch/Hollister Case Study
Questions

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

About 3 Tier Logic
Social media agency for global retail brands including:

About 3 Tier Logic
Social media agency for global brands including:

Campaign DNA Strategy|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)

Key Strategies and Tactics
Market Positioning
Appeal to key social media market segments
Content creators
Interactors
Lurkers
Demand Generation
Shareable content
Message management
Content library creation and deployment
Posts
Tweets
Email
Facebook media buy
Custom app development
Custom Business intelligence

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

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

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 Recieve Hollister: 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

Content can be arranged in multiple formats – most votes, most recent, etc. Votes can be tallied by number or percentages (not shown here)

Scroll thru pics Vote on your fav

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

Rob Craig: 1 Million Fan Case Study

by Social Media Camp

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Rob Craig: 1 Million Fan Case Study Presentation Transcript