Transcript of "How to create great online user experiences"
HOW TO CREATE GREAT ONLINE USER EXPERIENCES CONTACTS  Simon@TenThousand.ca +1(888)559-1159 ext 3  Alistair@TenThousand.ca +1(888)559 1159 ext 4Wednesday, 14 March, 12 1
6 Na%ons ‘Rugby Boy’ The Royal Bank of Scotland (RBS) has been sponsoring the 6 Na<ons rugby tournament since 2003. From February to March every year, Scotland, England, Integrated Campaign Objec-ve Wales, Ireland, Italy and France baJle it out to be Increase & amplify the reach and crowned Champion of Northern hemisphere rugby. engagement of RBS 6 Na-ons sponsorship Whilst investment in the sponsorship meant that RBS had become synonymous with the tournament, the bank had done liJle more than put their name to it and made liJle real impact on fan’s experience. Digital Marke-ng Objec-ves • Foster posi-ve conversa-ons around the So, they asked their agency to ﬁnd ways to connect RBS 6 Na-ons the bank with fans of the tournament to increase the reach and engagement in the sponsorship. The agency realized early on that, above all else, the 6 Na<ons is an outlet for patrio<c expression. RBS’s Rugby Boy! audience was already spending a lot of <me on the agency created “Rugby Boy” -‐ a Facebook and we were aware of the power of the credible, personable but enigma-c plaQorm to drive rapid growth when used well, so the moderator of the page whose job it was to agency created the “oﬃcial RBS 6 Na<ons facebook s-r up na-onal pride and encourage rugby-‐ page”. 2Wednesday, 14 March, 12 2
RBS + 6 Na%ons = “Sing-‐For-‐Your-‐Seat” The agency also created the “Sing For Your Seat” compe<<on that encouraged fans from the six par<cipa<ng na<ons to upload videos of themselves singing their na<onal anthems to win <ckets to matches. ! 3Wednesday, 14 March, 12 3
Social Media Inﬂuencers & Growth “Rugby Boy”, facilitated a welcoming, exci<ng, and above all patrio<c page for fans of the 6 Na<ons tournament. This accounted for the majority of the 103,000 fans we aJained in less than 3 months, well exceeding our target of 40,000. The agency added a deeper level of engagement to the FB campaign and generated more conversations around the patriotic content that was produced. Eﬀec<veness results: • Total fans: 103,400 • Total Facebook impressions generate by Rugby Boy posts: 17,957,978 • Total Facebook fans: 103,400 • Total Facebook fan ‘likes’: 18,613 • Total Facebook fan ‘posts’: 9,322 • Total Facebook fan ‘comments’: 7,111 • Total video comp. fan uploads: 73 • Total comp. video fan views: 10,169 4Wednesday, 14 March, 12 4
Boston Bruins Facebook App The Boston Bruins wanted to bring their fans closer to each other and to the team. Launched during the playoﬀs, the app has now been extend throughout the regular season. 6Wednesday, 14 March, 12 6
Boston Bruins Facebook App Challenge • To build a facebook app a few weeks prior to the NHL Playoﬀs allowing fans to engage with their team like never before • Data migra<on/normaliza<on challenges with the data provided/feeds coming in • Con<nuous facebook changes Solu<on • Rapid applica<on development using custom built framework (also used for Cel<cs 3 point play) • Normaliza<on of data through an innovate feed XML/XSLT transforma<on • Development of a plaQorm extendable for the 2011 regular season with an understanding of planned Facebook changes 7Wednesday, 14 March, 12 7
Challenge And Vision Shelf space is cri-cal when selling athle-c footwear in retail stores. The more you have, the more you sell. Over the years, Reebok saw its sales decline as they lost shelf space to compe-tors like Nike, Puma and Converse. Searching for ways to counteract declining in-‐store sales, Reebok needed a solu-on that had staying power. The agency answered this challenge using a Tridion CMS and a complete Hybris eCommerce solu-on. A visually engaging, mul--‐lingual, personalized, Text service-‐oriented web powerhouse, integra-ng commerce and fulﬁllment seamlessly into the user experience. 9Wednesday, 14 March, 12 9
Reebok’s Site Launched In 2008 In 36 Countries And 19 Diﬀerent Languages 10Wednesday, 14 March, 12 10
The Site Underwent A Complete Visual Design Overhaul In 2010 TextWednesday, 14 March, 12 12
The Plaborm’s Service-‐oriented Architecture Facilitated A Redesign With No Code Rewrite 13Wednesday, 14 March, 12 13
Service Oriented Architecture Wins • Flash-‐driven site built en<rely on top of a set of web services. • Reebok agencies can use available content and resources, focusing mainly on their forte – user experience and crea<ve • Full ﬂexibility – Classic Web applica<on, Flash, AJAX • Services oﬀer access to back end capabili<es as well as third party oﬀerings • Content from CMS • Product inventory informa<on from eCommerce system • User registra<on and authen<ca<on • Analy<cs integrated into the fabric of site interac<ons • Reebok supports a concurrent, search engine friendly, HTML-‐driven version of the site 14Wednesday, 14 March, 12 14
Enabling Commerce, Crea%vity, Eﬃciency Adidas was facing massive challenges reigning in eﬀec<vely managing product informa<on, enabling commerce and asset reuse by agencies. The work revolved around two main areas: • Product Informa%on Management with ecommerce capabili<es not yet rolled out worldwide—and a legacy product catalog that made it diﬃcult to centralize product data across the business—the company needed a way to beJer service their customers and drive new sales opportuni<es in non-‐ecommerce markets around the globe. Adidas needed an innova<ve solu<on. • Content + Asset Management Agencies working with adidas had diﬃculty consuming and crea<ng editorial content. Assets were distributed across new and older content management systems and ﬁle repositories. Adidas sought to simplify, centralize, reduce and reuse.Wednesday, 14 March, 12 16
Single, Global Product Catalog Des%na%on Designers and engineers stepped up to the plate, developing a simple yet powerful online catalog solu<on that drives business value for adidas—from front to back. They delivered a new web based administra<on interface for adidas product managers. The applica<on was built using the Hybris plaQorm that consists of 3 core parts: • The Hybris PIM (Product Informa<on Management Suite), which is a product catalog management applica<on. • Hybris E-‐commerce • Hybris Print, this is a print catalog solu<on They also implemented our B2C product catalog admin interface using the Hybris PIM applica<on. The Hybris plaQorm was selected, because adidas implemented their B2B catalog using the Hybris Print solu<on. The Hybris solu<on enables the global digital team and the local markets to add products and maintain local product availability in one shared database that can be leveraged across mul<ple media. 17Wednesday, 14 March, 12 17
Single, Global Product Catalog Des%na%on Search engine op<miza<on best prac<ces built in from the ground up also propelled the catalog to the top of Google search results, driving targeted traﬃc to the site. Once there, the slick AJAX interface provides a rich and seamless customer experience, elimina<ng the click-‐and-‐wait game of tradi<onal Web pages and enabling customers to ﬁnd the products they need quickly and easily. On the back end, an enterprise-‐wide service-‐oriented architecture provides a consistent and accurate view of product marke<ng informa<on throughout the organiza<on. And by u<lizing open source technologies, the catalog provides a more powerful and reliable solu<on, while reducing costs across the enterprise. The solu<on launched on <me and within budget in 42 countries and 19 languages worldwide. The catalog supports over 1500 products.Wednesday, 14 March, 12 18
One Content Source Adidas Global Digital Marke<ng came to the agency with a vision: transform the adidas website into a sports and style communica<ons hub. In order to achieve this vision, consumers must be able to get up-‐ to-‐date relevant content 24x7x365. The agency realized that the people best able to enter the <mely relevant content were the folks in the adidas local market oﬃces. However, these oﬃces are challenged by high turnover, limited technical exper<se and constantly changing priori<es. Our solu<on: a CMS which was “as easy-‐to-‐use and addic<ve as Facebook”. This project came to be known as the Micro Content Database, or MCD. The Tridion-‐supported MCD was built to support mul<-‐use content in mind. It empowers global and local management of adidas content for use across mul<ple adidas proper<es. adidas IT is happy too; oqen the stumbling block, overwhelmed and overburdened with update requests spread across a <ght team, no longer slows marke<ng down. 20Wednesday, 14 March, 12 20
ABOUT Ten Thousand Inc is an Internet Strategy and Implementation Boutique that views the internet as  an uber business-toolbox,  an innovative sales & marketing channel, and  a critical customer loyalty and advocacy engine. SOME CLIENTS  British Airways  Expedia  Knightsbridge  Macquarie Bank WHY  Staff have +10,000 hours of relevant Internet & Business experience ensuring bleeding-edge Internet solutions.  Solutions are highly measurable and are accompanied by transparent actionable analytics.  Higher returns on internet-spend are demanded by clients and delivered by TenThousand. PRACTICES  Social Media: Monitoring, Influencing and Management.  Search: Prospect/Lead Generation, Qualification and Conversion.  Customer: Profitability Growth, Journeying, Loyalty, Advocacy.  Business: New Sales Channels, New Markets, New Online Businesses. CONTACTS  Simon@TenThousand.ca +1(888)559-1159 ext 3  Alistair@TenThousand.ca +1(888)559 1159 ext 4Wednesday, 14 March, 12 21
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