<ul><li>Digital and Social Media  </li></ul><ul><li>Strategy and Solutions </li></ul><ul><li>Customer Acquisition and Rete...
<ul><ul><li>Agenda </li></ul></ul><ul><ul><li>3 Tier Logic Overview </li></ul></ul><ul><ul><li>Abercrombie & Fitch/Hollist...
<ul><ul><li>3 Tier Logic Solutions </li></ul></ul><ul><ul><li>Customer retention and acquisition </li></ul></ul><ul><ul><l...
<ul><ul><li>About 3 Tier Logic   </li></ul></ul><ul><li>Social media agency for global retail brands including: </li></ul>
<ul><ul><li>About 3 Tier Logic   </li></ul></ul><ul><li>Social media agency for global brands including: </li></ul>
 
Campaign DNA Strategy|Apps|Demand Generation|Business Intelligence
<ul><li>Hollister “Chasing the Perfect” Contest Objectives: </li></ul><ul><li>Increase store revenue in multiple jurisdict...
<ul><li>Key Strategies and Tactics </li></ul><ul><li>Market Positioning </li></ul><ul><ul><li>Appeal to key social media m...
<ul><ul><li>Hollister “Chasing the Perfect” Contest </li></ul></ul><ul><ul><li>Custom Web and Facebook Applications: </li>...
<ul><ul><li>Integration of multiple media channels to drive response: In store, Traditional and Digital Media </li></ul></ul>
<ul><ul><li>Participants can enter via Web… </li></ul></ul>
<ul><ul><li>Participants can enter via Facebook… </li></ul></ul>
<ul><li>How it works </li></ul><ul><li>Step 1. Take a picture wearing Hollister jeans or jeggings </li></ul><ul><li>Step 2...
<ul><ul><li>Step 3. Enter the receipt code from your last purchase </li></ul></ul>Simple user interface with transparent l...
<ul><ul><li>Step 4. Register  </li></ul></ul>Specific workflow based on country and region rules and regs System can be se...
<ul><ul><li>Step 4. Register ( specific workflow based on country and region rules and regs) </li></ul></ul>Data can trigg...
Email Parents will Recieve Hollister:  Under age notification <ul><ul><li>Step 4a. Parent authorization process  </li></ul...
Parental Review  <ul><ul><li>Step 4a. Parent authorization process  </li></ul></ul>Parent views content submitted. Parent ...
<ul><ul><li>Step 5. Upload Photos </li></ul></ul>System can accept multiple content forms: video, jpeg, mp3, pdf, word, text
<ul><ul><li>Step 5. Preview content </li></ul></ul>Choose what picture you want published
<ul><ul><li>Step 5. Tell the world.. </li></ul></ul>Viral marketing tools integrated with system
<ul><ul><li>User Generated Content Management System </li></ul></ul>Curser through entries: last 24hrs, 7 days, etc. Entri...
<ul><ul><li>Step 5. Preview content </li></ul></ul>Choose what picture to publish Inappropriate language is flagged Partic...
<ul><ul><li>Voting on User Generated Content </li></ul></ul>
<ul><ul><li>Voting on User Generated Content </li></ul></ul>Content can be arranged in multiple formats – most votes, most...
<ul><ul><li>Voting on User Generated Content </li></ul></ul>Scroll thru pics Vote on your fav
<ul><ul><li>Voting on User Generated Content </li></ul></ul>System programmed for daily voting
<ul><ul><li>Results are starting to show </li></ul></ul><ul><ul><li>1.8 million fans on contest close </li></ul></ul><ul><...
Rob Craig: 1 Million Fan Case Study
Rob Craig: 1 Million Fan Case Study
Rob Craig: 1 Million Fan Case Study
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Rob Craig: 1 Million Fan Case Study

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Robert Craig from 3 Tier Logic. Presentation at Social Media Camp 2011

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Rob Craig: 1 Million Fan Case Study

  1. 1. <ul><li>Digital and Social Media </li></ul><ul><li>Strategy and Solutions </li></ul><ul><li>Customer Acquisition and Retention </li></ul>
  2. 2. <ul><ul><li>Agenda </li></ul></ul><ul><ul><li>3 Tier Logic Overview </li></ul></ul><ul><ul><li>Abercrombie & Fitch/Hollister Case Study </li></ul></ul><ul><ul><li>Questions </li></ul></ul>
  3. 3. <ul><ul><li>3 Tier Logic Solutions </li></ul></ul><ul><ul><li>Customer retention and acquisition </li></ul></ul><ul><ul><li>Digital channels - applications and services </li></ul></ul><ul><ul><li>Email and web </li></ul></ul><ul><ul><li>Mobile (sms, iPhone, mobile web) </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Strategic services </li></ul></ul><ul><ul><ul><li>Channel strategies </li></ul></ul></ul><ul><ul><ul><li>Marketing systems and strategies integration </li></ul></ul></ul>
  4. 4. <ul><ul><li>About 3 Tier Logic   </li></ul></ul><ul><li>Social media agency for global retail brands including: </li></ul>
  5. 5. <ul><ul><li>About 3 Tier Logic   </li></ul></ul><ul><li>Social media agency for global brands including: </li></ul>
  6. 7. Campaign DNA Strategy|Apps|Demand Generation|Business Intelligence
  7. 8. <ul><li>Hollister “Chasing the Perfect” Contest Objectives: </li></ul><ul><li>Increase store revenue in multiple jurisdictions (6 countries) </li></ul><ul><ul><li>Track ROI thru receipt codes entered on Facebook or Website </li></ul></ul><ul><li>Integrate multiple channels to drive participation </li></ul><ul><li>Cross channel promotion: in store > web and Facebook </li></ul><ul><li>Increase consumer interaction and engagement thru Facebook and web </li></ul><ul><li>Capture customer profiles (demographics, location, interests etc) </li></ul>
  8. 9. <ul><li>Key Strategies and Tactics </li></ul><ul><li>Market Positioning </li></ul><ul><ul><li>Appeal to key social media market segments </li></ul></ul><ul><ul><ul><li>Content creators </li></ul></ul></ul><ul><ul><ul><li>Interactors </li></ul></ul></ul><ul><ul><ul><li>Lurkers </li></ul></ul></ul><ul><li>Demand Generation </li></ul><ul><ul><li>Shareable content </li></ul></ul><ul><ul><li>Message management </li></ul></ul><ul><ul><ul><li>Content library creation and deployment </li></ul></ul></ul><ul><ul><ul><ul><li>Posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tweets </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email </li></ul></ul></ul></ul><ul><ul><li>Facebook media buy </li></ul></ul><ul><li>Custom app development </li></ul><ul><li>Custom Business intelligence </li></ul>
  9. 10. <ul><ul><li>Hollister “Chasing the Perfect” Contest </li></ul></ul><ul><ul><li>Custom Web and Facebook Applications: </li></ul></ul><ul><ul><ul><li>User Generated Content App </li></ul></ul></ul><ul><ul><ul><li>Sweepstakes App </li></ul></ul></ul><ul><ul><ul><li>Voting App </li></ul></ul></ul><ul><ul><ul><li>Promo code App (receipt codes) </li></ul></ul></ul><ul><ul><ul><li>Data Capture App </li></ul></ul></ul><ul><ul><ul><li>Business Intelligence Suite </li></ul></ul></ul>
  10. 11. <ul><ul><li>Integration of multiple media channels to drive response: In store, Traditional and Digital Media </li></ul></ul>
  11. 12. <ul><ul><li>Participants can enter via Web… </li></ul></ul>
  12. 13. <ul><ul><li>Participants can enter via Facebook… </li></ul></ul>
  13. 14. <ul><li>How it works </li></ul><ul><li>Step 1. Take a picture wearing Hollister jeans or jeggings </li></ul><ul><li>Step 2. Go to Facebook (become a fan) or enter through web </li></ul>
  14. 15. <ul><ul><li>Step 3. Enter the receipt code from your last purchase </li></ul></ul>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.
  15. 16. <ul><ul><li>Step 4. Register </li></ul></ul>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.
  16. 17. <ul><ul><li>Step 4. Register ( specific workflow based on country and region rules and regs) </li></ul></ul>Data can trigger specific workflow eg under 18 participants go through parent authorization Content from under 18’s is quarantined until parental approval
  17. 18. Email Parents will Recieve Hollister: Under age notification <ul><ul><li>Step 4a. Parent authorization process </li></ul></ul>Under 18’s parents are brought into the dialogue Parent is given access to all content submitted by their child
  18. 19. Parental Review <ul><ul><li>Step 4a. Parent authorization process </li></ul></ul>Parent views content submitted. Parent dictates workflow via “approve” or “ reject”.
  19. 20. <ul><ul><li>Step 5. Upload Photos </li></ul></ul>System can accept multiple content forms: video, jpeg, mp3, pdf, word, text
  20. 21. <ul><ul><li>Step 5. Preview content </li></ul></ul>Choose what picture you want published
  21. 22. <ul><ul><li>Step 5. Tell the world.. </li></ul></ul>Viral marketing tools integrated with system
  22. 23. <ul><ul><li>User Generated Content Management System </li></ul></ul>Curser through entries: last 24hrs, 7 days, etc. Entries can be organized in folders for multiple stakeholder participation
  23. 24. <ul><ul><li>Step 5. Preview content </li></ul></ul>Choose what picture to publish Inappropriate language is flagged Participant data including parental authorization Add notes
  24. 25. <ul><ul><li>Voting on User Generated Content </li></ul></ul>
  25. 26. <ul><ul><li>Voting on User Generated Content </li></ul></ul>Content can be arranged in multiple formats – most votes, most recent, etc. Votes can be tallied by number or percentages (not shown here)
  26. 27. <ul><ul><li>Voting on User Generated Content </li></ul></ul>Scroll thru pics Vote on your fav
  27. 28. <ul><ul><li>Voting on User Generated Content </li></ul></ul>System programmed for daily voting
  28. 29. <ul><ul><li>Results are starting to show </li></ul></ul><ul><ul><li>1.8 million fans on contest close </li></ul></ul><ul><ul><li>1,000,000 added to fanbase </li></ul></ul><ul><ul><li>Complete data set on contest participants </li></ul></ul><ul><ul><li>Migration of fans from wall to tabs </li></ul></ul>

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