FACEBOOK SOCIAL DESIGN HACK PAGE 4 BEER + FOOTBALL = SOCIAL ACTIVITY An early form of Social Media • Groups of people come together to support their team. Having a beer, singing, creating “The origin of professional friendships or trading insults, and expressing raw football can be traced back and unfiltered emotion throughout a game. to 1892 …” • Geographical rivalries have always existed. My “Beer is one of the world’s town versus your town. My city versus your city oldest prepared beverages, possibly dating back to the etc. Teams and fans traveling to away games early Neolithic or 9500 BC …” bring people from a different part of the world to http://en.wikipedia.org/wiki/ your town, and (most) people welcome them in History_of_American_football with a beer. http://en.wikipedia.org/wiki/ • It’s fun. Especially when your team wins. The Beer#History players drink champagne out of the trophy, and fans drink a beer to celebrate with friends. A game of football is a live event, and these events produce many stories and conversations.
FACEBOOK SOCIAL DESIGN HACK PAGE 5 FACEBOOK, FOOTBALL AND GOOD TIMES WALL POSTS DURING THE EAGLES VS GIANTS (12/19/10) GAME ON FACEBOOK ENGAGEMENTS 9000 8000 7000 6000 5000 51.7 4000 MILLION 3000 CASES O F BEER SO LD 2000 DURING THE WEEK O 1000 F SUPER B OWL 0 PM 12.30 1.40 1.42 3:12 3:20 3:52 3:57 4:22 4:23 PREGAME KICK-OFF NYG UP 24-3 EAGLES TIE EAGLES POST-GAME IN 4TH GAME. 1 MIN WIN EMOTION REMAIN
FACEBOOK SOCIAL DESIGN HACK PAGE 6 FACEBOOK CONNECTS FRIENDS FOR THE PARTY DISCUSSION • Predictions • Nerves • Talking trash • Heroic journey • Having fun
FACEBOOK SOCIAL DESIGN HACK PAGE 8 FANS LOVE TO SHARE PHOTOS PAUL QUICK JOHN BYRNE LOOK AT ALL THOSE STEELERS FANS. IS THAT YOU FRED? YOU PERFORMING AT THE HOPE YOU BOUGHT THEM A BEER LOL HALF TIME SHOW :) LIKE . COMMENT . SHARE LIKE . COMMENT . SHARE Facebook currently gets over 200 million photos uploaded per day. Clearly, fans love to tell stories with photos. We snap away with our Facebook friends as the primary viewer. It’s how we publish our sports stories and memories. The new Facbook timeline feature allows us to elevate the ‘Super Bowl catch’ photos that we never want to forget. IAN CAMPBELL | IAN@4THOFFICIAL.COM | 312.804.5749
FACEBOOK SOCIAL DESIGN HACK PAGE 9 RAW EMOTION GIVES US LOTS TO TALK ABOUT GAME ACTIVITY 2:10 5:15 6:18 JORDY NELSON RUNS AS AARON RODGERS, CENTER, AND NICK COLLINS DIVES INTO THE PITTSBURGH STEELERS’ BRYANT HIS TEAMMATE JORDY NELSON, END ZONE FOR A TOUCHDOWN MCFADDEN DEFENDS DURING LEFT, CELEBRATE AFTER NELSON AFTER HE INTERCEPTED A PASS. THE FIRST HALF. SCORED A TOUCHDOWN. FAN REACTION
FACEBOOK SOCIAL DESIGN HACK PAGE 10 CONCEPT: GAME DAY EMOTI-CAM Fans are drinking a Bud Light, excited and ready for a good time. This feature take photos expressing how they feel as the game is being played. This idea is a companion to a live NFL game. They’ve connecting with friends on Facebook, and are ready to strike the first blow. It has game-like characteristics and is fo- cused on content creation and storytelling with friends. How it works • You’ll need a Bud Light to be alongside you in the photo. • We want to follow the game via photos that express the fans emotion. • Browse photos by team or emotion. • Tag your friends. Share. Add comments. Take more photos.
FACEBOOK SOCIAL DESIGN HACK PAGE 11 ... AND THE CONVERSATION FLOWS FROM FANS ... Jim Lee commented on Bud Lights post What’s up with the Bear? ... “He looks John when he doesn’t shave” Like . Comment . 2 hours ago near LA 6 people like this. Mary Jones He’s thirsty? Like . Comment . 2 hours ago near New York Fred Murphy Not sure if he’s a Steelers or Packers fan? Like . Comment . 3 hours ago near Boston WRITE A COMMENT ... FROM BUD LIGHT ... SPONSORED STORY Bud Light What’s up with the Bear? Jim Lee answered What’s up with the Like . Comment . 2 hours ago Bear? “He looks like John when he doesn’t shave” What do you think? 400,000 people like this. Jim Lee He looks John when he doesn’t shave Bud Light Like . Comment . 2 hours ago near LA Like Alex Bob He’s getting ready for a Packers win! Like . Comment . 3 hours ago near Boston WRITE A COMMENT ... Publishes to WRITE A COMMENT ... Jim’s 400 friends.
FACEBOOK SOCIAL DESIGN HACK PAGE 12GAME DAY EMOTI - CAM APPLICATIONCAMPAIGN LANDING PAGE (TOP) Landing Page This is the landing page for the idea. ‘Last Weeks games’ allows fans to navigate to prior weeks photos. Countdown clock is ticking down to your teams next game. Simple instructions and features are listed down the page.
FACEBOOK SOCIAL DESIGN HACK PAGE 13GAME DAY EMOTI - CAM APPLICATIONCAMPAIGN LANDING PAGE (BOTTOM)
FACEBOOK SOCIAL DESIGN HACK PAGE 14GAME DAY EMOTI - CAM APPLICATION‘GAME ON’ PAGE (TOP) ‘GAME ON’ Page (Top) Game details and menu to navigate to other games are the top. Typical scoreboard for a game of football. A feed powers the game clock, scores, time, possession, drive chart and plays. ‘Add a photo’ buttons allows fans to upload photos based on game time and play. A tool to control moderation between a fan submitting a photo and the live page is recommended.
FACEBOOK SOCIAL DESIGN HACK PAGE 15GAME DAY EMOTI - CAM APPLICATION‘GAME ON’ PAGE (BOTTOM) ‘GAME ON’ Page (Bottom) ‘Scrub’ functionality allows fans to scroll through the timeline to see photos for every play (or minute) for the game. The larger photos are streaming in quickly and swapping out every 20 seconds. Once a photo has been shown in the featured area it dynamically migrates down to the lower photo grid. We can add pagination by minute or quarter to control larger quantities of photos. Fans can click the photos to reveal more content. The tabs act as filters to parse through the photos. The idea behind the titles: ‘Crack open a Bud Light’ and ‘Tears in my Beer’ is to categorize the photos in a ‘happy’ or ‘sad’ format.
FACEBOOK SOCIAL DESIGN HACK PAGE 16GAME DAY EMOTI - CAM APPLICATION‘GAME ON’ PAGE (BOTTOM) Photo Detail Clicking on a thumbnail reveals a light-box style larger view of the photo, with various social links and photo tagging options. Ideally the process to upload the photo includes a ‘Game’ and ‘Mood’ field so that information gets posted on News feeds with the photo.
FACEBOOK SOCIAL DESIGN HACK PAGE 17GAME DAY EMOTI - CAM APPLICATIONJOHN’S NEWS FEED Johns News Feed Displaying the photo and same message as above in the fans news feed. Great opportunity to spread the word about the App.
FACEBOOK SOCIAL DESIGN HACK PAGE 18GAME DAY EMOTI - CAM APPLICATIONTIMELINE Worthy of the Timeline This concept offers a great opportunity to create a memorable moment, that’s perfect for the new Timeline feature on Facebook. This is a photo of me in the Cowboys stadium a day before last years Super Bowl.
FACEBOOK SOCIAL DESIGN HACK PAGE 20 THE NEED TO COMPETE AGE 14 AGE 34 “We’re buying the new Packers shirt” “Let’s go out to the yard and pretend to be Quarterbacks” “I’m faster than you” “You tackle like my Grandmother” “Girls like guys who play football”
FACEBOOK SOCIAL DESIGN HACK PAGE 21 CONCEPT: FOOTBALL PREDICTOR It doesn’t get any better than drinking a Bud Light and watching a game. But, there are times when the fun slows down a bit. These times present an opportu- nity for fans to show their competitive instincts, and Bud Light and Facebook can be ‘enablers’ for times like these. This idea offers fans a simple way to challenge each other about their football knowledget. We want it to be really simle, game, and accessible by all. How it works • Predict which team’s going to win the game we’re currently attending or watching (or it can be any game). • Publish your prediction to your News feed. Drink a gulp of Bud Light, and cross your fingers that your prediction is right. • You lost. This mobile app is instructing you to pay up with a Bud Light. Your friends on Facebook await a photo to prove it. You won. Share the glory with your friends on Facebook.
FACEBOOK SOCIAL DESIGN HACK PAGE 22 A FANS COMPETITIVE INSTINCT HAS NO BOUNDARIES. FANS CAN CREATE THEIR OWN CHALLENGES FROM FANS ... Giving fans the power to create their own Jim Lee commented on Bud Lights post “How many career challenges creates great opportunities for touchdowns’ has Aaron Rodgers scored against the Steelers? ... “Easy. 6. Buy me a Bud Light!” conversation. For example: Like . Comment . 2 hours ago near LA • General football trivia 6 people like this. • Game/play/player/rule predictions Mary Jones Not today. Packers defence looks weak. Like . Comment . 2 hours ago near New York • Things that only your friends understand Fred Murphy Wrong. Should have said 8. Like . Comment . 3 hours ago near Boston FROM BUD LIGHT ... WRITE A COMMENT ... Bud Light How many career touchdowns’ has Aaron Rodgers scored SPONSORED STORY against the Steelers? Like . Comment . 2 hours ago Jim Lee answered How many career touch- downs’ has Aaron Rodgers scored against the 400,000 people like this. Steelers? “Easy 6. Buy me a Bud Light!” What do you think? Jim Lee Easy. 6. Buy me a Bud Light! Like . Comment . 3 hours ago near Boston Like . Comment . 2 hours ago near LA Bud Light Alex Bob He won’t get any today Like Like . Comment . 3 hours ago near Boston Publishes to Jim’s 400 WRITE A COMMENT ... WRITE A COMMENT ... friends.
FACEBOOK SOCIAL DESIGN HACK PAGE 23 FOOTBALL PREDICTOR APPLICATION GAME ONHow it Works• Pick multiple players by using Facebook Connect. Friends can • The photographic evidence of an empty Bud Lightbe with you at the bar, or remotely via mobile. bottle posted on Facebook will stimulate endless amounts of conversation.• The game is on, and you each pick a winner. ‘Guessedcorrectly’ represents the final results for two player’s game • This concept could integrate Facebook Places (Maps)predictions. to publish locations for friends during the game. If friends are in bars there’s a great opportunity to offer• The literal act of buying your friend a beer is fun, but it’s the sponsored stories to them.conversations around it that have the most value.
FACEBOOK SOCIAL DESIGN HACK PAGE 24FOOTBALL PREDICTOR LEADERBOARD(TOP) Leaderboard To build on the competitive theme we create a leaderboard to show who’s been playing and how many Bud Lights have been received and delivered (wins and losses). Photos are proof of the purchased Bud Light Facebook News Feed updates News Feeds for the respective players are updated throughout to create opportunities for conversation.
FACEBOOK SOCIAL DESIGN HACK PAGE 25FOOTBALL PREDICTOR LEADERBOARD(BOTTOM) Facebook News Feed updates News Feeds for the respective players are updated throughout to create opportunities for conversation.
FACEBOOK SOCIAL DESIGN HACK PAGE 26FOOTBALL PREDICTOR NEWS FEEDGAME ON Facebook News Feed updates News Feeds for the respective players are updated throughout to create opportunities for conversation.
FACEBOOK SOCIAL DESIGN HACK PAGE 28 MAKING FANS DREAMS COME TRUE “Peyton Manning “I’m not worthy. I “JumboTron con- just left me a just got a message noisseur Jerry voicemail to wish from Big Ben. He Jones from the PAUL QUICK. me luck on next IAN COOK wants me to come TED BYRNE Cowboys just COLTS FAN STEELERS COWBOYS weeks Fantasy FAN to Training Camp FAN emailed me to ask if matchup” tomorrow to catch I’d like to bring my a few passes” Fantasy team for a tour of his new stadium”
FACEBOOK SOCIAL DESIGN HACK PAGE 29 FANTASY CHAMPS DREAM PRIZE Facebook (specifically Facebook Groups) is already a valuable tool for day-to- day Fantasy Football activity. Many of the ma jor sports sites (NFL, ESPN and Ya- hoo) have also integrated Facebook Connect into their registration flow. The goal of this program is to add an additional layer of ‘fun’ over the day-to- day activity for a typical Fantasy player and team. Bud Light can add some magic to the tools that already exist today. How it works • Many leagues offer (paid) prizing, but they can’t match Bud Lights pursuit of great times and spontaneous fun. Use Facebook to create tools, activities and more conversations around a team’s game, and reach the obsessive players by getting them to create their dream prize.
FACEBOOK SOCIAL DESIGN HACK PAGE 30 ENJOY A BUD LIGHT WITH YOUR FAVORITE PLAYER PLAYER OF THE WEEK WINNNER FROM FANS ... Jim Lee commented on Bud Lights post “If you could have a “Am I dreaming right Bud Light with any NFL player who would it be?” ... “Got to now? I can’t believe I’m be Matt Stafford. GO LIONS!” Like . Comment . 2 hours ago near LA grabbing a Bud Light 6 people like this. with Matthew Stafford Mary Jones I’d let Jahvid Best buy me a Bud Light :) from the Lions. ” Like . Comment . 2 hours ago near New York JIM LEE. Fred Murphy I’m picking up the Bud Light next week. LIONS FAN Like . Comment . 3 hours ago near Boston WRITE A COMMENT ... FROM BUD LIGHT ... Bud Light SPONSORED STORY If you could have a Bud Light with any Detroit Lions player who would it be? Jim Lee answered If you could have a Like . Comment . 2 hours ago Bud Light with any Detroit Lions player who would it be? “Got to be Matt Staf- 500,000 people like this. ford. GO LIONS!” Which player would you like to have a Bud Light with? Jim Lee Got to be Matt Stafford. GO LIONS! Like . Comment . 3 hours ago near Boston Like . Comment . 2 hours ago near LA Bud Light Alex Bob Calvin Johnson gets my vote. Like Like . Comment . 3 hours ago near Boston Publishes to Jim’s 400 WRITE A COMMENT ... WRITE A COMMENT ... friends.
FACEBOOK SOCIAL DESIGN HACK PAGE 31FANTASY CHAMPS DREAM PRIZEPROGRAM LANDING PAGE Landing page This layout is more of an editorial style-landing page that features the latest dream prize. It’s a very simple integration of Bud Light into Fantasy. We could have a deeper integration into the actual game application on NFL.com. Commissioners enter their team details etc. to align the day-to-day and conversational aspects of the game into a larger Bud Light platform.
FACEBOOK SOCIAL DESIGN HACK PAGE 32 UNDERSTANDING FAN BEHAVIOR The following user profiles form a picture of football fans and help us understand how to best facilitate conversations.
FACEBOOK SOCIAL DESIGN HACK PAGE 33WHICH FANS? > FAIR-WEATHER, TYPICAL, AND OBSESSIVE FANS Fair-Weather Typical Obsessive Fan Fan FanNot posting updates about team Can’t remember what it was like to Doesn’t post many updates, butnews or performances. connect with friends during games people stop and listen when he before the days of FaceBook. does (Quality over quantity).Minimal interaction on sports sites, Usually timed around injury reportsor with sponsors brands on Visits sports sites regularly and isFacebook. aware of the brands that are in the He respects the value of a sponsor. vicinity of the NFL shield. More money to improve the team.Not considered enough of anauthority on the game by friends. His big influence is related to good His insights change the way his times. His friends see updates on friends (and friends of friends) playLimited spend on fan engagement Facebook about the day’s logistics. Fantasy football.related products and services. Buys DirecTV, his teams gear, and Spends a lot on football. It’s hisGame day is a relatively calm day enough beer and food for a good priority right after food andthat doesn’t include too many time at house parties and bars. electricity.opportunities for fun or interestingstories. Storytelling takes the shape of He travels to games and has friends ranting to friends about his team all over the country. challenges and performance. Loves Traveling and game attendance has to rub it in when his teams wins. resulted in a wealth of fan stories.
FACEBOOK SOCIAL DESIGN HACK PAGE 34WHICH FANS? > FAIR-WEATHER FANTeam affiliation: Likes Fantasy: After severalseveral teams, but not attempts he’s decided thattoo bothered about any the time commitment is tooparticular one. College much for him.football has a slightly Why football: Watchinggreater meaning to him. football is a good wayKnowledge: Visits ESPN.com to socialize and havea couple of times a week. something in common with friends.How often: Watches ahandful of games at home Viewing habits: Watches aton TV, and connects with home mostly.friends in bars a couple of Social connection: Enjoystimes a season. reading the banter fromGame day: Not too a few football-obsessivebothered. Doesn’t check friends on Facebook.scores via mobile, and rely’son Sunday night/Monday’s Gamer: Not too much, butnews web sites for results enjoys some of the Wiiand headlines. sports games.
FACEBOOK SOCIAL DESIGN HACK PAGE 35WHICH FANS? > TYPICAL FANTeam affiliation: One team. think he has enough time to posting and tweeting onOne love. Go Bears. play properly. Sundays and Mondays. Loves that he can easily Why football: Has grown upKnowledge: Is excited for the connect with people from all with the same Sunday ritual.season kickoff. Visits ESPN. over the world to talk about Loves his team. Gives him acom and NFL.com a lot to his team. He brags if his lot to talk about with friends.learn about the upcoming team wins, and defends hisgames. Viewing habits: Watches team at all costs when they on his large HD TV, laptop’s are losing.How often: Watches nearly turned on to view stats, andall Bears games and Gamer: Buys several Xbox mobile is within reach forconnects with friends for games a year. Plays Madden scores and connecting withmost of them. football, but likes to play friends. other games against hisGame day: Has a ‘Sunday Social connection: Is friends friends online.ritual’ that’s all about with several obsessivewatching his favorite team. fans on Facebook. LovesHe typically watches at bars the banter, but relies onor friends houses. his friends for detailedFantasy: Is eager to become knowledge, research anda better player but doesn’t opinion. Heavy Facebook
FACEBOOK SOCIAL DESIGN HACK PAGE 36WHICH FANS? > OBSESSIVE FANTeam affiliation: Packers fan Game day: Game day is Why football: He’s known(and has several tattoos to an entire weekend. Might as a guru of Packers andprove it). involve travel for away general football knowledge. games or coordination He thinks he’s a bit of aKnowledge: Checks ESPN. of tailgating activities. genius, and it’s his ‘expertise’com and NFL.com, and Basement is a shrine in life. It’s who he is.multiple blogs several times for optimal footballa day for the latest news. Viewing habits: Had to consumption. Watches alone knock down a wall to fit hisHow often: Watches all or with a few select fellow HD TV into the basement.the games for Pre Season, obsessed friends. Has several computers toRegular season and all Fantasy: As the support his need for statsevents. Training Camp, Commissioner of his league (Apparently NFL.com is aCombine, Draft and Super he waves goodbye to non half second quicker withBowl. His favorite event is Fantasy playing friends stats than ESPN.com).the Schedule Release for the and enters his basement Mobile is used anytimeupcoming season (So he can and the world of stats for he leaves the basementplan his year). For him Pro the duration of the season. (bathroom, pizza deliveryBowl is a non event - not a Watches Fantasy TV shows, etc.)real game. and aspires to earn a living from his league winnings.
FACEBOOK SOCIAL DESIGN HACK PAGE 37WHICH FANS? > OBSESSIVE FAN (PAGE 2)Social connection: Isfriends with several expertson Facebook. Uses SocialMedia as a tool for research(Not to discuss wins andlosses), and to demonstratehis expertise. Spends largeramounts of time on fanforums and club communitydiscussion boards. Has hisown blog, and posts lengthyviews on what’s happenedwith players and his team.Gamer: He plays a bit, buttheres not really enoughtime with his footballcommitments.