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Our specialties include interactive marketing and technology. We offer a wide range of services including strategy, branding, creative execution, new technology development and media. Our clients are …

Our specialties include interactive marketing and technology. We offer a wide range of services including strategy, branding, creative execution, new technology development and media. Our clients are typically passion brands, who have the opportunity to create deeper, more engaging relationships with their community. By pulling a few threads here and there, we can help them secure a tightly knit army of ambassadors to help strengthen their brand.

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  • 2. WHAT DO WE DO? We tell stories, make connections, and start conversations. SocioFabrica takes your brand ­­— and amplifies it. Loud. 2
  • 3. WHAT DO WE DO? SocioFabrica is a digital agency, with core competencies in Strategy, Creative, Branding, Technology, Media, Video Production and Product Development. Among the services we offer: Strategy • Research & Innovation • Communication Strategy • Customer Acquisition/Retention • Analytics Creative • Information Architecture • Branding, Development & Implementation • UI/UX Design • Copywriting • Art Direction • Collateral & Point-of-Purchase Social • Social Engagement Campaigns • Social Contest Platform • Community Development Technology • Product Development • CMS Integration • Agile Development Process • Quality Assurance • Scalable Client-Server Architecture • SEO/SEM • eCommerce • API Integrations • Responsive Web Mobile • Mobile Native Application Development (iOS, Android, Windows Phone 7) • Mobile Web Application Development • UI/UX Design • Video Integration Games (Unity 3D Platform) Media • Online & Offline Media Planning • Rich Media AdServing • Analytics • Product Launch Video Production • Concept & Narrative Development • Storyboarding • Creative Direction • Talent Scouting (Voice, Acting, etc.) • Video Compositing • 3D Modeling • Sound & Video Editing • Motion Graphics • Photography/Videography 3
  • 4. WHO DO WE WORK WITH? We work with passionate people to build an army of brand ambassadors. 4
  • 5. WHO DO WE WORK WITH? Typically, our clients are passion brands, like StubHub, Yamaha and Ross that have a community of raving fans with distinct cultures built around them. Our clients have the opportunity of creating deeper and more engaging relationships with their customers using new media. We help them build an army of brand ambassadors that extend the reach of their brand even further. We’ve also built brands from the ground-up. Starting from scratch with nothing more than an idea. We love to dig-in and learn more about our clients and their target audience, doing our due diligence by researching market conditions, identifying opportunities and strategies to shape our client’s vision and help drive the bottom line. A partial list of the clients we have previously worked with include: Tealeaf Yamaha StubHub Ross New Orleans Business Alliance Pepsi Co. Heineken Univision Levi’s Suzuki Better Place AppDynamics 5
  • 6. APPROACH & METHODOLOGY Digital Solutions from concept to launch. MARKETING & DATA ANALYSIS LAUNCH TESTING TECHNOLOGY DEVELOPMENT FUNCTIONAL SPECIFICATIONS & WIREFRAMES BRANDING: NAMING, LOGO & VISUAL IDENTITY CREATION, ETC. STRATEGY CONCEPT SocioFabrica is a full-service digital agency that offers concept-to-launch solutions in branding, development, creative, and implementation. From the very beginning of our discovery process to in-depth analysis of qualified metrics, SocioFabrica’s agile and able team can scale to fit your needs in a manner that increases exposure while optimizing ROI. 6
  • 7. CASE STUDIES SAMPLES OF OUR PREVIOUS WORK Photo by: Ion-bogdan Dumitrescu 7
  • 8. Suzuki Cycles Redesign WORK: Branding, Market Research, Site Redesign, Content Management System (CMS) and eCommerce, Qualitative & Quantitative Research American Suzuki :: Suzuki Canada :: Own The Racetrack :: OwnTheRacetrack.aspx SUMMARY: While at Questus, Keyvan helped shape Suzuki’s online strategy by challenging traditional Japanese methodologies with bold digital initiatives, gradually shifting Suzuki’s marketing budgets from offline to online while convincing them to consolidate from three agencies to one. The biggest initiative during this tenure was the website redesign which encompassed branding, revitalized user experience, Content Management System (CMS) integration and eCommerce platform for all of North American operations (localized for American, Canadian and French Canadian markets). This multifaceted project required the best talent available, and the search for the lead Suzuki tech architect began. The search led Keyvan to Sina Eghrari. The result was— a rich, consumer-centric online experience that engaged existing customers and acquired new ones by capturing the essence of riding while providing a platform that meets the needs of their consumers and their dealers. The all-new platform featured a proprietary Sitecore CMS and an eCommerce solution, Shopatron, which allowed Suzuki to capture sales on their corporate website while fulfilling those orders though their local dealer network. Overhead and maintenance was reduced significantly while costs were spread across three distinct Suzuki business divisions. The average time of site increased 122% and the nationwide dealers fulfilled 107% more accessories orders. The innovative solution helped Suzuki leapfrog the competition at a fraction of the cost while ma ximizing their advertising efforts across all channels. The effort garnered numerous industry accolades. Technologies Used: ASP.NET, C#.NET 2.0 Sql Server 2005 Google Analytics MediaMind Undertone jQuery Prototype Adobe Flash Yahoo Maps API Facebook Like/ Twitter Follow AWARDS: 2010 Communicator Awards, Award of Excellence 2010 IAC Award for Outstanding Achievement 2009 Summit International Awards CREDITS: Keyvan Hajiani, Sina Eghrari, Jonah Burlingame, Will Chamberlin, Justin Reynolds 8
  • 9. ROSS/dd’s WORK: SUMMARY: fashion chain in the United States with 1, 132 locations in 33 states, the District of Columbia and Guam. The Company also operates 108 dd’s DISCOUNTS® in eight states. SocioFabrica provides a full range of digital services including strategy, branding, creative, media, social and technology. SocioFabrica is the digital agency- of- record for Ross Stores and dd’s DISCOUNTS. Ross Stores, Inc. is an S&P 500, Fortune 500 and Nasdaq 100 (ROST) company headquartered in Pleasanton, California, with fiscal 2011 revenues of $8.6 billion. The Company operates Ross Dress for Less®, the largest off-price apparel and home SocioFabrica’s experience with cross-platform, customer-facing solutions have helped Ross create a seamless customer connection that can be engaged quickly, efficiently, and effectively with minimal workload from the Ross team. Digital Strategy, Creative, Media, Social and Technology Ross looks to build its digital reach utilizing cutting-edge technology, multiple touchpoints, and a burgeoning social media customer conversation. 9
  • 10. Click on play button to view the video Click to play video Yamaha Y.E.S. Brand Launch WORK: Strategy, Art Direction,Event Planning, Copywriting, Analytics and Reporting SUMMARY: With sales of new units in decline, Yamaha sought ways to increase profit by increasing conversion rates of consumers buying Yamaha Extended Service (Y.E.S.). The team at Y.E.S. reached out to SocioFabrica to develop a brand launch campaign to generate awareness and activate the road-racing sponsorship of racers Colin Edwards, Tommy Aquino and Chris Clark. The key was creating a campaign that increased interest by creating a story RESULTS that buyers would not tune-out. Engaging the audience was key — especially in a category like extended warranties. So the “Just Say Y.E.S. to protect, defend and serve the ride.” campaign was born. The integrated campaign included a microsite, online media, press activities, on-site activation, viral videos with the racers, sweepstakes/data collection and social media that netted impressive results. - 40,000 Sweepstakes Entries - 100,000 + Video views - 70% Microsite Conversion Rate - .32 CTR rates on banner ads ACCOLADES “Just wanted to say thanks for making me look good :)))) The Yes video turned out great!!!!” -Colin Edwards, 2x World Superbike Champion CREDITS: PRESS: Collaborated with Carlo Tresser, Fire Mission 10
  • 11. Mobile UI & Design for Yamaha Motor Corporation 11
  • 12. STUBHUB, AN EBAY COMPANY WORK: Tech configuration and build out of Joomla CMS, Copywriting/Content Curation SUMMARY: and leave — to one that encourages discovering and sharing about entertainment people are interested in and enhancing the event going experience. The first step is to develop comprehensive informational venue StubHub is an online marketplace that provides services for buyers pages that will help differentiate StubHub from other ticket providers. The goal is to capture and curate 7,000+ venues worth and sellers of tickets for sports, concerts, theater and other live of content, then edit and rewrite for consistency and voice to entertainment events. In a cluttered market with several key brand guidelines. SocioFabrica built a custom CMS in Joomla 2.0 competitors, Stubhub hopes to gain a competitive advantage by to manage the flow of content through a system involving content making their website more engaging. To this end, StubHub is in midst of transforming their website from a primarily transactional gatherers, content curators, a senior copywriter to review and apexperience — find the ticket you want as quickly as possible, buy it prove the curated content, and an interface for the client to review and approve or reject venue content. The final content is exported from the CMS in CSV format, which StubHub will then import into their database. The long-term goal is to make the venue pages come to life by providing great user-generated content and social features that make StubHub a more engaging online experience. Technologies used: Joomla 2.0 PHP 12
  • 13. Overstat/Tealeaf, an IBM company WORK: Branding, UI Design, Art Direction and Development SUMMARY: Overstat is a robust web analytics, testing and conversion rate optimization web application. Unlike other web analytics software, it strives for an easy-to-use interface that overlays directly on top of web pages being analyzed, making contextually relevant information immediately accessible to the user. SocioFabrica helped Overstat accomplish its vision by implementing new features, performing architectural Technologies used: modifications for improved scalability, and deploying and monitoring code health. Furthermore, we branded the product —creating a new visual identity— and provided user interface creative direction and design. Languages: Javascript, C#.NET 4.0 Database: Sql Server 2008 Overstat was recently purchased by Tealeaf, which was subsequently purchased by IBM to improve their website analytics offering. SocioFabrica collaborated with both Overstat and Tealeaf and played a vital role in both acquisitions. You can read more about the acquisitions here. 13
  • 14. APPDYNAMICS WORK: Branding, Creative, Website Redesign, CMS Configuration SUMMARY: AppDynamics is a leading provider of Software-as-Service (SaaS) and on-premise application performance management (APM) for modern application architectures in both the cloud and the data center. The company delivers solutions for highly distributed and agile environments, helping companies such as Priceline, TiVo and StubHub troubleshoot, diagnose, and scale their production applications. AppDynamics tasked SocioFabrica with the redesign of the AppJam website. AppJam is a customer user conference held at 9 cities around the world. AppDynamics desired a rebranded website that would better reflect their image, be more visually appealing and modern while maintaining simple navigation and usability. Taking this into consideration, SocioFabrica designed a site with clear information hierarchy, big friendly icons and typography and a color system so when users land on one of the city pages it is clearly signaled. As the conference has grown globally so has their need to easily manage and maintain the content for each event. SocioFabrica provided a rebranded site that would integrate with the Drupal CMS used for their corporate website. TECHNOLOGY USED: Drupal CMS Eventbrite Integration HTML5/CSS3 Google Analytics Integration Tools Used: jQuery, Modernizr, RequireJS “Fantastic design exploration! I appreciate the hard worK you’re doing in such a short amount of time. All three options were great!” —Shireen Afshar, Creative Director AppDynamics 14
  • 15. Click to view the animated logo Better Place WORK: Branding: Logo and Visual Identity SUMMARY: Better Place’s CEO and Co-founder Shai Agassi firmly advocates a world where we achieve sustainable transportation and end the dependency on oil. His proposed solution: making electrical cars a viable solution by creating an ecosystem composed of zero-emission electric vehicles, safe and efficient batteries and a readily available renewable energy supply network. To turn this vision into a reality, Better Place has partnered with leading automakers, battery manufacturers, energy companies and policy makers. CREDITS: Inspired by Better Place’s ingenuity, the team devised the brand’s core idea of the “Four-P’s,” in essence how the Pump negatively affects People, the Planet and out Prosperity. By switching the Pump to the Plug, Better Place proposes we could achieve a sustainable transportation future. To communicate that mission, we created an animated logo that brings to life this very essence. Sprouting from the symbol, the visual identity is lively and playful, setting the optimistic and approaching tone of voice of the brand. This project was executed while working at Addis Creson under the direction of John Creson and in conjunction with Dan Chau. Strategy was the creation of Steven Addis. The Better Place Vision video was created in partnership with Glue Audio and Blind Visual Propaganda. Since it’s launch in early 2008, Better Place has garnered the attention of many governments, automakers and policy makers. Renault-Nissan is the first auto-maker partner. In 2010 the first recharge grid went live in Israel, Denmark, Australia, Japan and Hawaii. 15
  • 16. Click to play the video 16
  • 17. Circa 2007 Click above to view the video BusaBeats, SUZUKI WORK: Market Research, Strategy, Creative, Marketing Communication plan, Event planning, API integration, Flash/Flex and Ruby-on-Rails SUMMARY: The Hayabusa is Suzuki’s undisputed sport bike maverick. It is proven to be the fastest production motorcycle in the world. However, prior to the extremely successful BusaBeats campaign, Suzuki relied on general bike enthusiast magazines to promote the Hayabusa, which left key target audiences completely ignored. Market research revealed that 40% of Hayabusa purchasers are minorities while virtually no media dollars were invested to specifically target those audiences. Seizing this opportunity, we helped Suzuki launch and unprecedented social media campaign, called BusaBeats, which united up-and-coming graffiti artists with emcees across select AWARDS: cities in the US, embracing the rich urban spirit through art and music that promoted the bike and its culture. The concept was extended online at where users created songs that were all about the Hayabusa. The effort created an incredibly authentic and viral campaign completely supported by music and bike enthusiasts. The statistics speak for themselves: thousands of songs were created, the average time of user in the site during contest was 21.4 minutes, with 179,000 total plays and 97,000 total votes. In addition to digital efforts, BusaBeats artists and bikes were featured at key events specifically geared towards reaffirming Hayabusa’s already valid “street cred.” CREDITS: Keyvan Hajiani, Jonah Burlingame, Sina Eghrari, Justin Reynolds, Will Chamberlin 2009 Davey Awards : Best in Show : Market Effectiveness 15th Annual Communicator Awards :: Best Integrated Campaign/Branding – Award of Excellence – Top Honor PRESS: AdWeek Article: Mediapost: motorbike-makers-target-younger-buyers.html#axzz2agwqVbMx iMedia Connection: coverage/21501.asp 17
  • 19. NICHO. UNLEASH YOUR FANS. Liberate Loyalty. Unchain Passion. Free Your Fans. OVERVIEW: • White label mobile web application • Content aggregation and distribution • User generated promotions and contests • Any type of content: Photo, Video, Blog FEATURES: • Mobile • Responsive web: All functions on all devices, fit to device viewport • Built to create social engagement: sharing, commenting, liking • Social: vote, judge or sweepstakes • Content Aggregation - In-application (mobile, tablet, desktop, Facebook Canvas, Microsite, or embedded iframe) or Channels: Instagram, Twitter, Facebook • Extensively tested platform: 54 email client configurations, over 25 browser/device/OS configurations • Account Management: Facebook connect /regular log-in • As client, you have the rights to keep the user-generated content DEMOS: 19
  • 21. Meet the Founders Keyvan Hajiani Sina Eghrari Sylvia Vaquer Keyvan likes disrupting conventional thinking in the digital arena by creating wholly new experiences and empowering ones that are just waiting to be unleashed. At SocioFabrica, Keyvan’s focus is to drive strategy and partnerships that align with the company ethos. Whether it’s creating stunning web and mobile applications, redefining user experiences or fundamentally changing the way that consumers engage with brands, he draws on his diverse experience and network to create award-winning concepts for brands like StubHub, Ross, Yamaha, Suzuki, FX Networks and Adidas. His innovative ideas have garnered industry awards and have been featured in AdAge, AdWeek, MediaPost and iMedia. Sina merges his software development experience with his entrepreneurial background to direct the technology for all of SocioFabrica’s projects. Sylvia is committed to shaping brands into useful experiences that positively impact people’s lives. Her diverse experience, ranging from experiential marketing and branding to startups, has informed her views on design as generative systems and brands as experiences, that in order to be successful and deliver a clear message, need to be cohesive. At SocioFabrica, she has crafted brands like NOLABA that foster collaborative communities, has assisted clients like StubHub extend their product offering by enhancing their user experience, and has built innovative products and user interfaces from the ground up, such as Nicho and Overstat. Co-founder, Director of Marketing Keyvan thoroughly enjoys the California lifestyle while on a never-ending pursuit of wind, waves and snow. He holds a bachelor´s degree from the University of Wisconsin-Madison. Being a devout Badger fan, he keeps a copy of the Guinness Book of World Records at his desk that touts the Badger as, pound for pound, the most fearless animal in the world. Co-founder, Director of Technology After graduating first in his class from Georgia Tech with a degree in Electrical Engineering at the age of 19, Sina enjoyed a short stint designing computer chips for Intel and then Motorola. However, chip design just didn’t provide him with the necessary creative outlet and entrepreneurial potentiality of software... so Sina returned to Georgia Tech to pursue a Master’s degree in Computer Science (again graduating at the top of his class), while co-creating e-commerce company Payless Decor from the ground up. There, he essentially earned his real-world MBA running everything from web development & optimization to online marketing and sales to customer service & sales. After selling this startup, he co-founded his 2nd Internet startup, building an interactive advertising software platform. He describes this experience as teaching him a valuable lesson in perseverance in the face of failure. Subsequently, he moved to San Francisco to chase his passions of technology and business; initially, as a technology consultant and software developer for digital agencies and start-ups, but ultimately co-founding SocioFabrica. Co-founder, Creative Director After graduating from RISD, Sylvia joined branding firm Wolff Olins, where she assisted molding brands like Starbucks, Target, WaMu and Project (RED) to drive positive change in the world. Later, she pursued a Master’s at UC Berkeley studying how brands and visual communication help construct people’s identities. Concurrently, she worked at branding firm Addis Creson and later at Interbrand, where she contributed to creating game-changing brands such as Better Place, Engage 360 and GeekNet. Since 2007, Sylvia has collaborated with media firm Remezcla to aid culture brands reach young Latinos through experiential marketing and relevant digital content, assisting in crafting content-curation hubs like “Mi Pepsi” and content-creation experiences like Heineken’s “The Spot”. 21
  • 22. PEOPLE LOVE US! Find out exactly why. “A world-class creative and digital studio who I had the joy and pleasure of working with on the brand strategy for the New Orleans Business Alliance.” — Angela Kyle, Strategy & Business Development Director, New Orleans Business Alliance “Keyvan has an unstoppable positive energy that permeates an entire office, and he is never afraid to take on client challenges.” —Joseph Dumont, Partner, Questus “Once you catch the wave Sina is riding, you are amazed at his vision and ability to deliver.” ­­ Rick Culpepper, Chief Architect, ZOI Interactive Technologies — “It’s great to have three really good [creative] directions to choose from. Usually we get two that are TERRIBLE and one that IS okay.” —Greg Howard, Sr. Director of Marketing, AppDynamics 22
  • 23. References Janet Kanios Matthew Cordasco Relationship: SocioFabrica Client Relationship: SocioFabrica Client Susan Ryan Angela Kyle GVP of Marketing, Ross Stores Inc. Tel. 925-965-4590 Senior Manager, StubHub San Francisco, CA Tel. 415-222-8455 Mobile 415-515-9184 Overstat/Tealeaf Technologies, an IBM company VP, Product Management, Usability Tel. 415-845-4500 Director of Strategy New Orleans Business Alliance Tel. 310-489-2439 Relationship: SocioFabrica Client Relationship: SocioFabrica Client GREG HOWARD Sr. Director of Marketing Tel. 415-442-8428 Relationship: SocioFabrica Client 23
  • 24. THANKS!!! Thank you for your time. We look forward to hearing from you: 256 Sutter St. 5th Floor San Francisco, CA 94108 Keyvan Hajiani 415.935.0586 24