Wunderman provides social media services across major platforms like Facebook, Twitter, and emerging platforms. They have experience integrating social and mobile strategies and are currently the lead social agency for Nike, Starbucks, and Microsoft. Their approach involves listening to customers, defining a social strategy and channel mix, engaging audiences through content, platforms, services, and outreach, and measuring success through analytics, social monitoring, and ROI reporting. They provided an example case study of a global test drive campaign they ran for Ford to maintain buzz about a new Focus model between its announcement and launch.

1. Social Media Strategy RFP
Core Capabilities Across the Social Landscape
1

2. 1. Assignment
1. Core Capabilities
 Examples: Facebook, Twitter, Digg and others
 Social to mobile best practices and insights
 Case studies of work and client roster
 How have they reused technologies
 What’s emerging? Where will we be in 5 years
2. Team Structure
2

3. Overview
Today, social media is fundamental component of the marketing services that Wunderman provides to
clients in dozens of categories around the world. Nearly every campaign, every program, every piece
of communication incorporates best practices from social media and is engineered to maximize
business impact engaging consumers in dialogues that take place across a range of digital and
physical channels.
Our work spans major and emerging social platforms and is increasingly focused on integrating mobile
communications and experiences as a way to amplify our clients’ reach and engage consumers at the
moment of relevance. Currently, we are the lead social media agency for 3 of the top 10 most
engaged brands* – Nike, Starbucks, and Microsoft.
Despite the increasing proliferation of channels, platforms and technologies, one thing is constant
across our work – in every instance, we build measurable programs that combine the best of data-
driven insights, smart technical solutions and award-winning social creative to drive business results
for our clients. Thank you for the opportunity to share.
*Altimeter Group, “Engagement db”, 2009
3

4. Our Clients
4

5. Our Engagement Model
LISTEN. DEFINE. ENGAGE. MEASURE.
Business
Brand
Customer
Insight &
Synthesis
Social
Strategy
Bought
Owned
Earned
Content
Platforms
Services
Outreach
SEO
Analytics
Social
Monitoring
ROI
Reporting
5

6. A Continuous Model
6
Content
Platforms
Services
Outreach
Analytics
ROI
Reporting
SEO
Social
Monitoring
LISTEN.
DEFINE.
ENGAGE.
MEASURE.Customer
Brand
Business
Social
Strategy
Insight &
Synthesis
Bought
Owned
Earned

7. LISTEN.
MEASURE.
A Flexible Approach
7
Content
Platforms
Services
Outreach
Analytics
ROI
Reporting
SEO
Social
Monitoring
Customer
Brand
Business
Social
Strategy
Insight &
Synthesis
Bought
Owned
Earned
ENGAGE.
DEFINE.

8. Listen
8
We believe that Social Media Dialogue succeeds by aligning customer,
brand and business imperatives.
Insight &
Synthesis
Business
• Objectives & KPI’s
• Industry Analysis
• Competitive Analysis
Customer
• Listening
• Customer Research
• Customer Segmentation
• Persona Development
Brand
• Brand Analysis
• Network Brand Model

9. Listen | Customer
Observation CrowdsourcingOnline Panels VOC Surveys
Trend SourcingListening Platform
In-Home
Interviews
Persona
Development
If you want to succeed at the art of conversation you need to start with good
listening skills. Our approach uses both traditional and new research methods to
listen to and observe customers needs, passions, aspirations and ideals.
9

10. Listen | Business
1. The complaint: - Resolve customer problems
2. The compliment: - Capture + build positive reviews
3. The competitor: - Understand competitor momentum
4. The customer: - Specific barriers / needs / triggers
5. The sentiment: - Identify themes + trends + sentiment
6. The Buzz: - Boost interest + sentiment for new product
7. The Influencer: - Opinions + insight from our VIPs
8. The crisis: - Track early warning signs + respond
9. Optimize: - Address message, creative, media choices
10. The ROI: - Track and measure outreach / social efforts
Our approach advocates the development of clear business and marketing
objectives mapped to clear key performance indicators which form the basis for
ongoing measurement and optimization and provide key inputs into ROI models
that may be required for investment.
10

11. Define
• Channel Mix
• Earned Media Planning
Based on the insights gleaned from listening, a Social Strategy and Channel
Mix are developed to align the execution phase.
Ah-Ha!
Social Strategy
• Network Brand
• Social Stimulators
• Social Quadrants
• Content and Service
Strategy
Bought
Media
Owned
Media
Earned
Media
11

12. Define | Social Quadrant
Frequent
Infrequent
Informal Formal
Mr.
President
Personal
Trainer
Fun Fling
Close
Friend
Personal
Conversations & Outreach
Supportive
Services & Content that
helps fulfill a goal
Entertaining
High volume viral
entertainment
Exclusive
Access & special interest
groups
12

13. Define | Channel Mix
Print
Radio
Television
Outdoor
Bought Owned Earned
Strangers Customers Advocates
Website
Apps
Micro sites
Community
Facebook
Myspace
Twitter
Flickr
We believe that success is reached through a holistic, integrated view of the new
media landscape. It’s about thinking past the traditional siloed view of marketing
channels and maximizing impact by integrating emergent, social dialogue that
magnifies and propels owned and paid media efforts.
13

14. Engage
By combining Content, Platforms, Services, and Outreach we create
engaging touch-points that fuel dialogue between brands and customers and
spark social media sharing.
Engage
• Content
• Platforms
• Services
• Outreach
14

15. Engage | Content
Video, Motion Graphics, Audio, Games, Images
15

16. Engage | Platforms
16

17. Engage | Services
Widgets
Blogs
iPhone Apps
Social Network Pages
Interactive Services
Events
17

18. Engage | Outreach
18

19. We have a defined approach to social media measurement that leverages our
extensive expertise in Analytics and SEO, combined with web enabled Social
Monitoring. All metrics are detailed through ROI Reporting and tied back to
business objectives and desired customer behaviors
Measure
SEO
Analytics
Social
Monitoring
ROI
Reporting
19

20. Measure | ROI Reporting
We apply quantitative analytical rigor to our projects to balance and validate our
creative strategy. This takes form of social measurement frameworks, business
cases and ROI models.
20

21. Measure | Social Monitoring
Our Social Sonar offering provides clients interested in Social Media Monitoring
with a full service capability. We offer vendor analysis, recommendations,
sentiment & listening audits through to hourly reporting, content creation and
seeding.
EarnedOwnedBought
21

22. Social to mobile best practices
and insights
22

23. Social to Mobile
Mobile is accelerating the way we incorporate social networks into our daily lives,
making them more tightly integrated, immediate and intimate. For brands to
leverage the full potential of this trend and truly drive customer behavior moving
forward, we see 4 key themes:
Everyone Is
Mobile.
Everything is
Social.
Loyalty Is
Location
Based.
Content Is
Always
King.
Test. Launch.
Calibrate.
Repeat.
23

24. Social to Mobile
Everyone is mobile, everything is social.
The explosion of smart phone usage has freed consumers from the tether of
their home computers. And with blazing mobile connectivity speeds, they’re
connecting faster to: family, friends, interests, places and brands while on the
go. On Facebook,1/3 of all wall posts now occur via mobile web and apps*.
Combine that with the exponential growth of location-based social networking
games like Foursquare (3400% increase in “check ins” in 2010**), and we see
the increasing convergence of our physical and digital worlds.
*http://www.facebook.com/notes/dan-zarrella/new-data-33-of-facebook-posting-is-mobile/213109675380694
**http://2.bp.blogspot.com/_dr3S8zqPnj4/TUFJgGsL0wI/AAAAAAAATtc/nXTEvkpnD5c/s1600/foursquare_2010.png
24

25. Social to Mobile
Loyalty is Location Based.
The average Best Buy store has over 1500 check-ins on Foursquare—with an
average of 3 check-ins per customer*. But what’s happening to reward all of this
WOM and capture key insights on these customers? Savvy brands like AmEx
and Starwood Hotels are partnering with location-based services like SCVNGR
and Foursquare to “gamify” their rewards programs—and harvest key data on
their most active and engaged customers. Loyalty will increasingly thrive at the
convergence of mobile and social in the upcoming year.
*http://placepunch.com/radioshack-vs-best-buy-comparing-check-ins
25

26. Social to Mobile
Channels come and go. Content will always
be king.
It’s not only about mastering Facebook, Twitter and Foursquare. It’s about
knowing your audience first: understanding their habits and knowing what kind
of experiences they find engaging and relevant. To do that, we help brands
establish consumer mindsets and then build distinctive digital ecosystems that
meet their needs—delivering smart solutions for content distribution,
aggregation and ongoing engagement. By focusing on your consumers first, we
make sure your message resonates everywhere they are—whether that’s out of
home, in store or online.
26

27. Social to Mobile
Test. Launch. Calibrate. Repeat.
Your plan doesn’t have to be perfect the first time. But you do have to be
timely….and relevant. 18-month marketing plans just don’t work anymore—think
of how many trends and new social platforms have exploded over the past year
and a half. Not to mention how fluidly “conversation” in the social sphere shifts
based on macro-trends like the economy and global-impact events. We
prescribe a healthy regimen of testing, trial programs, analysis and
reassessment to ensure that you stay relevant and have content that resonates
with your audience.
27

28. Case Studies
28

29. Case Study: Ford Focus Global Test Drive
29

30. Ford Focus: The Challenge
How could we maintain global buzz
about the all-new 2012 Focus
between a spike in earned media at
the Paris auto show through to launch
in North American and Europe?
30

31. Ford Focus: The Idea
The World’s First Global Test Drive
Ford invites 50 Facebook fans (plus a
guest) to be the first to test drive the
all-new Focus in Southern Europe,
donate $10,000 to a charity of their
choice – with a chance to win an all-
new Focus.
31

32. Ford Focus: How It Works
Aggressive bought, owned, and
earned media push to spark traffic to
Focus Global Test Drive tab on Ford’s
Focus Facebook page.
Participants upload video proposals
making their case to win.
Panel of judges select participants to
attend the international test drive
event.
Video clips will be captured
throughout the event and posted to
Facebook.
32

33. Ford Focus: Why It Works
Successfully bridges gap between
reveal and launch.
Aligns to customer mindset of not
sitting around waiting for life to
happen; they take the bull by the
horns.
Charity component connects the
brand proposition of “Start more than
a car” to an international community
through an authentic purpose.
Reasons to care: be the first to drive
an all-new Focus and raise money for
a charity you’re passionate about.
33

34. Case Study: Shure
• Best-selling vocal mic
in the world
• $99 workhorse
• Hasn’t changed in
over 45+ years
because it hasn’t had
to
• Used by pros and
amateurs alike
• Quality and durability
key differentiators
SM58 Give It Voice Tour
34

35. Shure
Challenges
• Take something old and make it new again
• Cut through Gen Y media clutter
• Position effectively against lower-price competitors
• Work within the constraints of a pilot campaign
Our Target
Gen Y - Consume vast amounts of online video and music
Highly engaged in online social networks
“BS” detectors who don’t respond to traditional one-way communication
Our Strategy
Create a campaign that focuses on the consumer
Keeping it ‘indie’ and showcasing their talents—all while using the
SM58 as the catalyst for giving them voice.
Go to where Gen Y is already having conversations
and give them a platform to make their voice even louder.
This isn’t a campaign about Shure. It’s a campaign
for—and powered by—Gen Y.
Get Them Engaged: Crowd-Sourced North American Tour
Give Them Voice: Bands Upload Tracks. Fans Vote Them Into the Next Round.
Do More (With Less): Embedded Social Syndication Drives Relevant Impressions Far Beyond Traditional Advertising
35

36. Shure
How We’re Taking the Conversation to Them
YouTube
Twitter
Bands have
Voice
Fans have Voice
Campaign has Voice
Bandcamp
Facebook
Facebook
36

37. Shure: The Campaign
Hybrid of “virtual” and live battles extends engagement over 5 months
Bands submit tracks and use their social networks to rally votes
Fans vote up bands to play live regional shows
Semi-finalists compete to play at the Red Gorilla Music Fest
Winner gets $10K in Shure gear and a headline gig in front of thousands
37

38. Shure: The Concept
Emails
Social Media
Banner Ads
Shure.com
Emails, social media presence, banner ads and banners on Shure.com build
awareness and drive traffic to the site experience
Awareness
38

39. Shure
Microsite
Microsite homepage features leading bands and funnels bands and fans
deeper into the site experience
39

40. Shure
Collaboration
Bandcamp is the hottest music hosting site for up-and-coming artists. Home to
1,000,000+ tracks and 125,000+ albums from artists spanning 200 countries.
40

41. Shure
Bands enter tracks and rally their fans to vote using their existing social
networks
Social
41

42. Shure
Social
Fans vote for their favorite bands and publish their choices to their networks.
Registration continues to build the email database.
42

43. Shure
Product Tie-in
Rich 360° product experience, artist endorsements and videos tie the campaign
back to the SM58
43

44. Shure: The Results
200+ Participating Bands
75K+ Votes
Traffic from 107 countries
Facebook Driving 50%+ of Site Traffic
Weekly Twitter Impact of 20K+
High Engagement: 3.5+ Minute Average on Site
Gen Y seeks transparency and honesty
The campaign celebrates the talents of the individual to boost awareness and confidence in the brand
Collaboration with indie startup Bandcamp reinforces Shure is in touch and legit
Bands activate their own fan bases, advocating for themselves and Shure
Taps into the digital ecosystem that bands / fans are already participating in
Brings the energy of the live show online, through music and videos
44

45. The Challenge
How could Giorgio Armani Beauty
raise awareness about Acqua Di
Gio’s first social powered cause
marketing campaign driven by their
partnership with Unicef’s Tap
Project?
Case Study: Acqua Di Gio
45

46. Acqua Di Gio : The Idea
The Idea:
Water For Life
Donate $1.00 for every
new Facebook fan as well
as $1.00 for every bottle of
fragrance sold throughout
the duration of the
campaign, with a goal of
raising at least $50,000 for
the cause.
46

47. Acqua Di Gio : How it Works
How it Works:
Acqua Di Gio’s Facebook page
acted as the center point of the
campaign
Facebook Connect powered
microsite offered additional
content for participants desiring
a richer experience
Offline support included an in-
store campaign and a “visual
wrapping” of their head office
47

48. Acqua Di Gio : How it Works
48

49. Acqua Di Gio : Why it Works
Why it Works:
Leveraged bought, owned
and earned media to
spread the message and
engage influencers
Broad appeal of cause
gave the campaign an
inclusive feel
Integrated messaging
across online and offline
marketing channels
49

50. Acqua Di Gio : The Results
30,000+ Facebook fans in one month (more than 1,000 new fans per day)
30% increase in both online/in-store sales
90% increase in retail sales at Macy’s
Social Media Sentiment
Benchmark
(February 2010)
Final
(March 20-27 2010)
50

51. Case Study: Nike/Jordan
Michael Jordan redefined the role of the brand front man, but when he came off the court and retired, Nike needed to
keep the Jordan retail brand relevant for generations to come.
Wunderman joined forces for the Leroy Smith Campaign, designed to explode buzz about the Jordan brand across
numerous media channels and timed to coincide with Michael Jordan’s NBA Hall of Fame induction ceremony.
The concept: Leroy Smith, the “Michael Jordan of motivating Michael Jordan” invites aspiring fans around the world to
participate in his groundbreaking exercise regimen, learn from his self-discipline tips, and challenge the world at a ‘mini-
game’ designed by Blast Radius: Leroy Smith’s 2-on-2 Hall Of Fame Challenge. The campaign extended across
bought, owned and earned media.
51

52. Nike/Jordan
Leroy Smith Media Plan
52

53. Nike/Jordan
Bought | Online Advertising
53

54. Nike/Jordan
Bought | TV Advertising
54

55. Nike/Jordan
Bought | Website
55

56. Nike/Jordan
Bought | Online Game
56

57. Nike/Jordan
Bought | Online Game
VIDEO
IPHONE APP
WALLPAPER MUSIC
RECIPES
BEHIND-THE-
SCENES
VIDEOS
VIDEO GAME
DRILL VIDEOS
57

58. Nike/Jordan
Earned | Facebook Page
12,000+
Facebook
Fans
58

59. Nike/Jordan
Earned | Facebook Page
475,000+
YouTube
views
59

60. Nike/Jordan
Earned | Facebook Page
7,000+
Followers
60

61. Nike/Jordan
Earned | Blogger Outreach
61

62. Case Study: Nike/Jordan
Bonus! | The Shoe
62

63. Case Study: Nike/Jordan
Campaign Results
• 505,000 unique visitors
• 10+ minutes per visit
• 475,000 YouTube plays
• 7500+ iPhone app downloads
• 10,000+ Facebook fans
• 3900+ Twitter followers
• Media Syndication
• 2M+ Google Results
63

64. Case Study: Microsoft Feeds
64

65. Microsoft Feeds
Microsoft is a hot topic
The Mac vs. PC war hasn't just
played out on TV.
It's also the biggest brand battle
in social media.
For the month ended Sept. 25, Apple
and Microsoft finished in the top two
spots of the Social Radar Sentiment
Index, a social media analysis of
Advertising Age's 200 Megabrands by
Infegy.
The firm tracks more than 20 million web
pages, including all the leading social-
media sites, and bases its index on
comment volume, percentage of positive
mentions and percentage of overall
brand mentions within social-media that
showed signs of sentiment.
AdAge.com, Oct 5, 2009
65

66. Microsoft Feeds
So, we created Feeds
• Feeds is a social media aggregation tool conceived, designed and built by Wunderman
for Microsoft’s high-profile launch of Windows 7 (and Windows Server 2008 R2 and
Exchange Server 2010)
• If you have a blog, video, tweet or photo related to their products, you’re the star of the
show, because Feeds is all about show-casing user-generated content
66

67. Microsoft Feeds
• Feeds is a consumer engagement tool
that uses consumer conversations from
social media as its voice.
• It immerses the viewer in the buzz
about the products it showcases and
allows our clients to seed their
messages amongst the conversations
• It ultimately amplifies the message
behind the product and validates it
using the voice of the consumer.
67

68. Microsoft Feeds
External, Paid Media
Conversational
Targeting
• Drive influencers to ‘Feeds’ to activate
& build community
• Conversational targeting to reach
bloggers and leverage social
monitoring data for targeting
• Syndicate content via paid channels to
generate interest & encourage IT Pros
to “Join Feeds’ & share
• Leverage BIEB content hubs to
encourage participation & socialize
instructions for tagging content so it
can be surfaced on ‘Feeds’
Content
Syndication
BIEB
Content Hubs
68

69. Microsoft Feeds
69

70. Microsoft Feeds
Reporting + Digital KPI
• Measurement rigor is essential when
building any social engine tool
• The tracking strategy for Feeds
extends beyond standard web and
media reporting and optimization
metrics
Atlas to track actions
taken within the
application, i.e.
bookmarking, sharing and
uploading content plus
associated cost metrics
per media channel
WebTrends to track
interactions within the
application, i.e. click maps
generated to show views
of product, sub-category
by media format - videos,
Tweets and blogs
Meteor to track impact
and reach of earned
media traffic, i.e.
download and pass along,
bookmarking and tagging
of content, and volume of
discussion about Feeds
outside of application
70

71. Microsoft Feeds
Administration Console
• User/Group admin tied in with exchange server
• Multiple user permission types
• Big Red Button
Enhanced Features
Enhanced Admin controls
Pre-moderation Tool
Search Feeds Content
Bing Feed Row
Key Word Targeting in User Surface Content
One row widget : iFrame instead of all 4
Featured Authors (highlighting expert voices)
Featured Content
Common Questions Feed
Facebook Feed - Wall Post
Statistics Dashboard Package
Advanced Tracking Package
71

72. Microsoft Feeds
Customization Potential
72

73. Microsoft Feeds
Data Visualization
73

74. Microsoft Feeds
Results
There are 2 key metrics that need to be measured:
1. Consumption Rates
A new metric for comparing content consumption of content across pages
“Consumption rate” has been defined as the number of clicks on a specific content action divided
by the total number of page views of the page that holds the click link
This gives us an indication of how compelling the material is
2. Viewing Time
Track how long the user spends on the page
Indicates to what degree the user has spent listening and reading conversations about the product,
i.e., depth of product immersion
74

75. Microsoft Feeds
Consumption Rates
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Feeds
TNEWindows7
TNEExchange
TNEWindowsServer
TrialReferrals-windows7.aspx
Windows7Trial-windows7.aspx
Windows7TrialReferral(Hero)-
windows7.aspx
Windows7ProductInfo-windows7.aspx
OtherOffsiteLinks-sharepoint.aspx
Whitepapers-system-center.aspx
ForefrontProductinfo-forefront.aspx
Whitepapers-windows-server-2008.aspx
Interviewsaudio/video-windows7.aspx
BPIOCollaborationPage-sharepoint.aspx
TrialReferrals-sharepoint.aspx
OfficeSharpointServerTrial-
sharepoint.aspx
SQLServer2008Trial-sql-
server-2008.aspx
DatacenterManagementOptimizationwith
MicrosoftSystemCenter-system-
N/A-windows7.aspx
OtherOffsiteLinks-system-center.aspx
SystemCenterProductInfo-system-
center.aspx
UCProductInfo-unified-
communications.aspx
5WaysSharePointCanSaveyouMoney
whitepaper-sharepoint.aspx
WindowsServer2008R2Trial-windows-
server-2008.aspx
Seewhatothersaresayingtoo-
windows7.aspx
TrialReferrals-unified-
communications.aspx
UCTrial-unified-communications.aspx
OtherOffsiteLinks-windows-
server-2008.aspx
WindowsServer2008ProductInfo-
windows-server-2008.aspx
Casestudies-forefront.aspx
TheMakingOfWindows-windows7.aspx
CaseStudies-sql-server-2008.aspx
Comparing Consumption Across TNE & BIEB
BIEB
Feeds
The New Efficiency
75

76. Microsoft Feeds
Consumption Rates
As a content type, Feeds is compelling
compared to other content such as Case
Studies and White Papers.
Case studies
Trial
Referrals
Expert Blogs In the News Whitepapers Demos Webcast
Video case
study
Virtual Labs Eval Tool
Interview
Audio/video
Overall
Consumption
Rate
feeds 24%
forefront 1.73% 7.04% 0.60% 1.03% 0.97% 11.37%
sharepoint 0.67% 3.52% 1.46% 1.22% 2.34% 1.54% 0.38% 11.13%
sql server 2008 1.67% 2.94% 0.41% 0.51% 0.98% 0.39% 6.90%
system center 0.04% 2.19% 0.83% 0.60% 4.44% 0.47% 0.11% 8.69%
unified
communications
0.96% 2.03% 0.69% 0.61% 0.87% 0.34% 0.37% 1.27% 7.14%
windows 7 0.13% 23.72% 2.71% 2.19% 0.20% 3.58% 32.53%
windows server 0.03% 2.32% 0.61% 0.72% 4.03% 7.71%
76

77. Microsoft Feeds
Viewing Duration
Feeds was a single page
utility that gained almost as
much viewing time as
Windows 7.
0
20
40
60
80
100
120
140
160
180
Feeds Product Home Windows 7 Windows Server Exchange Server
2010
Home Page
Comparing Time Spent on TNE
Feeds
The New
Efficiency
77

78. Microsoft Feeds
Results
• Feeds provided the most engagement on The New Efficiency second only to Windows 7
• As a marketing strategy, Feeds performs admirably compared to BIEB (Microsoft’s Because It’s
Everybody’s Business Campaign)
• Given these measures, we can see that relative to other forms of media Feeds is both:
• Compelling: Users feel the need to use it as a reference source
• Engaging: Users take the time to study the material and, in turn, are exposed to the marketing
messages on the site
• 10,452 sales leads
• (50% delivered opportunity revenue stream of >US$11MM to date)
• 1MM+ pieces of unpaid UGC on feeds
• 5% email response
• 2,000 followers on twitter
• 13% referred to site by WOM
• 20% more likely to watch a video or read a blog than download a whitepaper
• 50% of the qualified leads=revenue opportunity of $11MM+ to date
78

79. Leveraging Techology
79

80. Leveraging Technology
• We utilize Saas (Software as a Service) whenever we can or it makes the most sense.
We’ve used Buddy Media to manage Facebook, used blogs like Posterous or
WordPress to publish RSS to Facebook, YouTube, or Twitter. We’ve integrated “dealer
data” from a client’s in-house IT infrastructure to source a Dealer Locator for web and
mobile.
• Where possible, we make the most of existing APIs on any and all Social Platforms to
ensure that content can be developed or redistributed and displayed on many platforms
in an ecosystem in a one-to-many publishing model.
• We’ve made Enterprise and lightweight Content Management Systems ‘work harder’
buy inheriting and distributing content via RSS, XML, or SOAP.
• Our teams will use YouTube as the mechanism to distribute and play videos on
microsites and primary .coms, making use of their technology and “free” distribution
network that also serves as an extended social network of inbound site traffic.
80

81. 5 Years from now…
81

82. 5 years from now…
82
 Convergence
Devices and specific platforms will become less and less important as cloud-based
services and aggregation/syndication applications become more robust.
 Mobility Technology
Location-specific technology like GPS and triangulation will continue to evolve and
become more relevant to brands than ever. Near Field Communication as well will be
pervasive in mobile devices. Brands will have the opportunity to engage with their
customers in very specific moments in time, location, and context.
 CRM + Loyalty
Holistic loyalty programs will emerge that reward customers for every interaction they
have with a brand, whether it’s online, mobile or out of home. Each customer will
become an endorser, rewarded every time they advocate for a brand on their social
networks. Data will be mined more effectively to make increasingly personalized offers.
 Social Commerce
Integration will continue on social networks, allowing consumers to make purchases
based on influencer/ peer recommendations without ever leaving a social property (or
knowing they’re even on one.)
Given the current pace of investment and innovation in the social sphere, it’s likely
that an unanticipated, disruptive technology or service will radically transform the
face of the entire ecosystem within five years. That said, there are still some emerging
trends that we believe will continue to evolve and mature within that timeframe:

83. Internal Team Structure
83

84. Below you’ll find an example staff that would lead up an example traditional
social presence. Because we think more holistically throughout the digital
ecosystem, we often grow this to include support for primary .com, mobile
teams, microsites, media, and more.
Account Director
Social Strategist
Lead
Listening Analyst
Project Manager Front End
Developer
Quality Assurance
Specialist
Multimedia
Creative Director
Associate Creative
Director
Senior Designer
Senior Designer
Copywriter
User Experience
Lead
Senior
User Experience
Designer
Analytics Lead
Example Internal Team Structure For Social
84

85. Thank You
85

86. The CHI Wunderman Partnership
BEST BUY
FACEBOOK ASSESSMENT
AND RECOMMENDATIONS
Socialmini-RFP:Questions3&4
SubmittedMay31,2011

87. 2
TITLE HERE
The CHI Wunderman Partnership
TABLE OF CONTENTS
The Ask 3
Deliverables + Objectives 4
Our Approach 5
Research 6
Near-Term Recommendations 16
“Blue-Sky” Ideas 26
Estimated Budget 31

88. 3
TITLE HERE
The CHI Wunderman Partnership
THE ASSIGNMENT
Best Buy seeks an agency with leadership in the social space to join our roster of
agencies in support of social engagement at Best Buy.This will include a focus on
Facebook’s platform and how Best Buy can scale programming within Facebook and on
the dot-com sites utilizing Facebook’s tools.
TheAsk

89. 4
TITLE HERE
The CHI Wunderman Partnership
THE ASSIGNMENT
Deliverables:
• An overall impression and suggestions on new ideas for Best Buy on Facebook
• Assessment of the Facebook landscape of Best Buy
• Recommendations for a consolidated approach and core destination for Best Buy
• “Blue Sky” ideas
Objectives:
• Must be sharable — develop content that will encourage users
to share more frequently
• Expand consumer experience and interaction through Facebook
• Increase fan base and engagement on Facebook and other social networks
• Support sales growth and other key business functions
(i.e., customer service/support)
Deliverables+Objectives

90. 5
TITLE HERE
The CHI Wunderman Partnership
OUR APPROACH
Todevelopourrecommendations, weassessedBestBuy’sexistingFacebookpresenceandsurveyedother
brands’Facebookactivitiesforbestpracticesandinspiration. Specifically, weinvestigatedopportunities
acrossfourkeydimensions:
Ourapproach
Brand Pages
Pages
Tabs
Position Message
Competition
Features, Functions Uses
Native FB features
Places, credits, tagging
Third party integration
Competition
Content Conversation
Volume
Frequency
Engagement
Sentiment
Competition
Competition
Category
Best-in-class
outside the category

91. 6
TITLE HERERESEARCH BestBuy’scurrentpresenceisfragmented
across18differentFacebookpages.
Best Buy’s various pages make
inconsistent use of Facebook’s
features and functions (see
appendix for a complete audit).
Of the 18 pages, only 5 show
consistent activity.This would
indicate that Best Buy’s resources
and content are spread too thinly
across the many pages.
Geek Squad
6.2k fans
Napster
46k fans
Best Buy Mobile
12k fans
Magnolia
920 fans
Geek Squad
Online Support
2k fans
Best Buy Music
5.2k fans
Best Buy Movies
3k fans
Insignia
223 fans
Geek Squad
Children’s Hospital Precinct
100 fans
RocketFish Products
488 fans
Geek Squad
Summer Academy
1.9k fans
Live at Best Buy
2.9k fans
Best Buy Gaming
9k fans
CowBoom
12k fans
Best Buy Cinema Now
146 fans
Best Buy Racing
3.4k fans
WOLF @ Best Buy
1.7k fans
Best BuyWholesale
ElectronicsTech Liquidators
1.2k fans
Best Buy Main
3mm fans

92. 7
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The CHI Wunderman Partnership
RESEARCH
Best Buy Main
2,995,448 Likes
• Overall sentiment is neutral,
high level of interaction, and
daily posts.
• Features: Buy Back, Shop +
Share, My Store,Twitter
Napster
46,125 Likes
• Sentiment is neutral to
positive, average–low
interaction, daily posts.
• Features: Napster Music Blog,
YouTube
Best Buy Mobile
11,731 Likes
• Sentiment is positive, low level
of interaction, daily posts.
• Features: Customer Promise,
Upgrade Checker, Bill Checker,
YouTube, House Rules
Best Buy Gaming
-9,124 Likes
• Sentiment is positive, average
level of interaction, daily posts.
• Features:Twitter, News,
Other Pages
Geek Squad
-6,166 Likes
• Sentiment is neutral to
negative, average level of
interaction, daily posts.
• Features: Concierge Bot,
Get Help Now, YouTube
BestBuy’stop 5mostlikedFacebookpages.

93. 8
TITLE HERE
The CHI Wunderman Partnership
RESEARCH Understanding andevaluatingBestBuy’sFacebookpresence
Facebook – Native Functions
Features native
to Facebook
Tabs Places Deals Status Events Apps Polls Photos Reviews Questions Discussions Notes Videos
Best Buy Main X X X X X X X X
Best Buy Music X X X X X
Geek Squad X X X X
Best Buy Mobile X X X X
Best Buy Movies X X X X X X X
Rocketfish Products X X X X
Best Buy Gaming X X X X X X
Napster X X X X X X X X
Magnolia X X X X X X X X X
Best Buy Cinema Now X X X X X
CowBoom X X X X
Wolf@ Best Buy X X X X X X X
Live at Best Buy X X X X X
Best Buy Musical Instruments X X X X X
Geek Squad Online Support X X X X X X X
Geek Squad
Children’s Hospital Precinct
X X X X X X
Geek Squad Summer Academy X X X X X X X X
Best Buy Wholesale
Electronics
X X X X X X X X

94. 9
TITLE HERE
The CHI Wunderman Partnership
RESEARCH Understanding andevaluatingBestBuy’sFacebookpresence
Facebook – Other integrated social content
Features — Integrated Functions Twitter YouTube RSS/Blog
Best Buy Main
Best Buy Music
Geek Squad X
Best Buy Mobile
Best Buy Movies X
Rocketfish Products
Best Buy Gaming X X
Napster X
Magnolia
Best Buy Cinema Now
CowBoom
Wolf@ Best Buy
Live at Best Buy
Best Buy Musical Instruments
Geek Squad Online Support
Geek Squad Children’s Hospital Precinct
Geek Squad Summer Academy
Best Buy Wholesale Electronics

95. 10
TITLE HERE
The CHI Wunderman Partnership
RESEARCH Understanding andevaluatingBestBuy’sFacebookpresence
Best Buy Facebook property by marketing function
Facebook common uses Campaign launch New product Commerce News Customer Service Contests Circular Find a store
Best Buy Main X X X X X X
Best Buy Music X X X X X
Geek Squad X X X X X
Best Buy Mobile X X X X X
Best Buy Movies X X X X X X
Rocketfish Products X X X X
Best Buy Gaming X X X X
Napster X X X
Magnolia X X X
Best Buy Cinema Now X X
CowBoom X X X X
Wolf@ Best Buy X
Live at Best Buy X X X
Best Buy Musical Instruments X X
Geek Squad Online Support X X
Geek Squad Children’s Hospital
Precinct
X
Geek Squad Summer Academy X X
Best Buy Wholesale Electronics X X

96. 11
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The CHI Wunderman Partnership
RESEARCH Understanding andevaluatingBestBuy’sFacebookpresence
Facebook -Tabs with custom content
Facebook Custom Tabs Shop + Share My Store LiveStream Other pages
Napster
Music Blog
WHD RocketBoost Shoppers
Roaming Deal
Cow
Concierge Bot Get Help Now Wallpaper
Best Buy Main X X
Best Buy Music X X X X X
Geek Squad X X
Best Buy Mobile X X X X
Best Buy Movies X X
Rocketfish Products X X X
Best Buy Gaming X
Napster X
Magnolia
Best Buy Cinema Now
CowBoom X X
Wolf@ Best Buy
Live at Best Buy X
Best Buy Musical Instruments
Geek Squad Online Support X X
Geek Squad Children’s Hospital
Precinct
X
Geek Squad Summer Academy
Best Buy Wholesale Electronics

97. 12
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The CHI Wunderman Partnership
RESEARCH Corefeatureshavebeenwidelyadopted,butnew tools,
likeplacesanddeals,offer opportunityfor BestBuy.
Best Buy Target Future Shop BlackBerry Walmart Sears Fry’s
Tabs Y/2 Y/3 Y/3 Y/3 Y/2 Y/2 Y/1
Places N N N N N N N
Deals N N N N N N N
Status Y/2 Y/2 Y/3 Y/3 Y/2 Y/2 Y/1
Events Y/2 N N N Y/2 N Y/2
Apps Y/2 Y/3 Y/1 Y/3 Y/2 Y/1 Y/2
Polls N N Y/1 N Y/1 N N
Photos Y/2 Y/2 Y/3 Y/2 Y/2 Y/2 Y/1
Videos Y/2 N Y/3 N Y/2 Y/2 N
Legend:
Y Included
N Not Included
1 Poor
2 Average
3 Good

98. 13
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The CHI Wunderman Partnership
RESEARCH CategoryhasemployedFacebooktoserve
awiderangeofmarketingfunctions.
Best Buy Target Future Shop BlackBerry Walmart Sears Fry’s
Campaign
Launch
Y/2 Y/2 Y/2 Y/3 Y/2 Y/2 Y/1
Product
Announcement
Y/2 Y/2 Y/2 Y/3 Y/2 Y/2 Y/1
Commerce N N N N N N N
News Y/2 Y/2 Y/2 Y/3 Y/2 Y/2 N
Customer
Service
Y/2 N Y/3 N Y/3 N/1 N
Contest Y/2 Y/2 Y/3 Y/2 Y/2 Y/2 N
Weekly Circular Y/1 Y/3 N N Y/3 Y/2 Y
Find a location Y/2 Y/2 N Y Y/2 N N
Social
Integration
Y/1 Y/2 Y N Y Y/1 N
Legend:
Y Included
N Not Included
1 Poor
2 Average
3 Good

99. 14
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The CHI Wunderman Partnership
RESEARCH DialogueonBestBuypagesisdominatedbynegativeposts.
• Most consumer feedback is negative
about brand, experience, and products
•Too much focus on broadcasting news
and general awareness
• Not enough responsive conversation
from Best Buy, other than
acknowledgment in comments
• Promotions are often reposted to keep
them at the “top of wall” which is more/
less broadcasting

100. 15
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The CHI Wunderman Partnership
RESEARCH Researchsummary.
• Best Buy has a vast Facebook footprint.
• Best Buy is utilizing most common features and functions
widely used throughout the category on Facebook.
• Dialogue with consumers is primarily negative, often interfering
with other marketing uses on Facebook.
• Best Buy uses Facebook across every major marketing function,
more so than the rest of the competition.

101. The CHI Wunderman Partnership
RECOMMENDATIONS

102. 17
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The CHI Wunderman Partnership
RECOMMENDATIONS Recommendationsfor BestBuy.
Near-term
Based immediate opportunities and activity in the category, there are a number of immediate steps that Best Buy should take:
• Consolidate pages to align with user needs
• Adopt Places + Deals to drive more check-ins in physical stores
• Focus on customer service to reduce negative sentiment
• Adopt EmergingTechnologies to create management efficiencies and further 1:1 dialogue
• Actively manage the conversation
• Make your weekly circular more relevant
“Blue Sky” Ideas
To capture a leadership position, Best Buy must explore new ways of enabling and enhancing its core marketing goals by
creating improved engagement via Facebook.We have developed “Blue Sky” ideas to enhance:
• Loyalty
• Customer Service
• E-commerce

103. 18
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The CHI Wunderman Partnership
RECOMMENDATIONS
• Best Buy’s current Facebook landscape is structured by product or service group, delivering a
fragmented user experience. Consolidating these pages into one core brand page, and utilizing tabs more
to drive time-based promotions would create an easy to manage overall presence.
• Second, Best Buy should develop a customer service Page that would funnel service-related requests
away from the primary page and then allow for focused interactions with end users with regards to
service.
• Additionally, we believe the Geek Squad should continue to maintain its own presence as it’s a core
differentiator to the competition.
• If promotions and partnerships continue to grow and be more frequent, deliver a focused page that
would address users interested in the latest/greatest.
• New Facebook features allow brands to create walls, integrate third party APIs, external links and
content within a tab, so there is no loss of functionality. Use of existing data from other social networks
or strategic social listening can be applied to create additional engagement opportunities.
Near-term Recommendation
Consolidatepagestoalignwithuser needs.

104. 19
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
AdoptPlaces+ Dealstodrivemorecheck-insinbrickandmortar
• In addition to Shopkick, Places and
Deals offers a similar experience to
allow users to check-in and get deals
in physical stores.
• Users ability to share both Places
and Deals functionality provides
additional interactions between
users, their friends, and the brand.
• Category competition has not
adopted these yet, thus allowing
Best Buy to lead.

105. 20
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
FocusonCustomer Servicetoreducenegativesentiment
• Establishing a dedicated Customer Service Page on Facebook will
provide a more direct point of response for consumers – and it will
channel some of the negative posts away from the main brand page (see
Wal-Mart’s dedicated “Feedback” tab for a great example)
• Integrate posts about Geek Squad and @twelpforce into theWall
across the primary FB page and the Customer Service page to reinforce
Best Buy’s leadership and effort in this area
•Where possible address consumers’ initial comments directly via
Facebook instead of leading the conversation out to email
•Celebrate successful service resolutions and create a “greatest hits” tab
to showcase Best Buy’s teams
+
=

106. 21
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
AdoptSocialCRMtocreatemanagementefficiencies
andenhance1:1dialogue.
• Use a social or Facebook content
management system (e.g. Buddy
Media) to streamline management
of content, widgets, languages, and
listening.
• Look closely at your CRM platform.
Many, like Responsys, for example, are
integrating loyalty and direct response
communication and Facebook into
their platform to help provide a 1:1
relationship on social platforms.
Identifiable
Engagement
TRADITIONAL
CRM
SOCIAL
CRM
SOCIALADVERTISING

107. 22
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
Maketheweeklycircular morepersonalizedandengaging.
• Shed some light on the circular. Currently
the only way to view Best Buy’s circular
is by clicking a button within the Shop +
Share tab.
• Make the circular a featured destination
by allowing personalization to drive
engagement.
• Deals, the couponing service on
Facebook, allows you to push savings
based on time and location. thirty-three
percent of Facebook posts come from
mobile so its time to start conditioning
Best Buy’s consumers to favor mobile
engagement.
•Target is doing this well with their My
TargetWeekly tab. They allow users to
customize their weekly ad using the “I
Love It” button helping to determine the
right deals they want, but also provides
Target with an entirely new data set,
one they can use to further their
relationships with consumers.

108. 23
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The CHI Wunderman Partnership
RECOMMENDATIONS
What They Did:
The Axe Effect tapped into the Facebook
Relationship status functionality to
increase page Likes. Understanding the
attention Relationship statuses receive
on the wall, Axe developed a sharable and
engaging campaign leveraging existing
functionality, resulting in increased
traffic and Likes.
What Best Buy Could Do:
Develop a master Events Calendar that
integrates all ongoing Best Buy offers,
promotions and opportunities based
upon a user’s location or preferred
store.This will provide a one-stop shop
for loyal customers, create additional
incentive for consumers to Like the page,
and continue to drive to e-commerce.
Near-term Recommendation
Leverageexistingfeaturestodrivevisitors.

109. 24
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
Activateadvocatestodriveinteractionand
increasepositivesentiment.
What They Did:
Major brands like Skittles and Oreo
elevate brand Advocates or “Champions”
to reward engagement.Their campaigns
shine the spotlight on those who are the
most active participants on the page.
What Best Buy Could Do:
Begin to monitor and track users’
participation and activity across all
branded pages. Develop a way to
encourage and reward users interaction
with the Best Buy brand, specifically
through Facebook (think “Geek of the
Week”).

110. 25
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The CHI Wunderman Partnership
RECOMMENDATIONS Near-term Recommendation
MakeNapsterworkharder andfill themusicgaponFacebook.
What They Did:
A recent report1
cites a partnership
between Facebook and Spotify, a cloud-
based music service, in Europe.The
partnership increases the importance for
Facebook to have as a core function music
available for users.
What Best Buy Could Do:
Spotify is not yet widely available in the
U.S. Best Buy should move quickly and
leverage the Napster brand to create a
streaming music experience on Facebook.
This could act as a natural extension of
Best Buy’s current Shopkick initiatives,
driving location data and engagement.
1
http://blogs.forbes.com/parmyolson/2011/05/27/facebook-will-see-spotify%C2%A0feature-as-test-in-media-sharing/

111. The CHI Wunderman Partnership
“BLUE SKY” IDEAS

112. 27
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The CHI Wunderman Partnership
“BLUE SKY” IDEAS
Beyond the near-term recommendations that are designed to bring Best Buy up to
par in the category, we have developed three “Blue Sky” ideas.They are rooted in the
core functions of Facebook and the most common consumer behaviors/needs.While
exploratory in nature, these are all achievable through collaboration with Best Buy
marketing, an agency partner and Best Buy business operations teams.
“BlueSky”ideas

113. 28
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The CHI Wunderman Partnership
“BLUE SKY” IDEAS
Opportunity:
People flock to Best Buy in order to experience products, but frequently purchase item elsewhere.These consumers are already in
the store, the hard part is done.What if Best Buy capitalized on this behavior and rewarded users for experiencing products?
Scenario:
A young connector, 20-something male, is on the hunt for a newTV. He’s been doing research online at BestBuy.com for weeks,
paying close attention to what his friends own, watching the sales via the Facebook circular and is now in the store checking out
TV’s. A Blue Shirt approaches and asks if this male, lets call him Nick, has any questions. Nick proceeds to tell the Blue Shirt about
what he is looking for in aTV.The Blue Shirt introduces Nick to the Check-InWith Best Buy program. It’s a program that tracks all
of Nick’s research, questions to Blue Shirts, questions posed to friends on social networks, online purchase inquiries, and is also a
geo- and product-based check-in at the store. Each of these interactions with Best Buy, online or in-store, become part of a metric
that allows Nick to earn loyalty points or rewards for the experience and research he has put into this purchase, essentially tracking
every engagement, regardless of channel. Nick would be able to access this information via an app or his account.This could be
the new map for purchase behavior, and Best Buy would own the data. Your brand is recognized for having smart-professional
employees, and we think you’d also like smart, professional consumers that would facilitate the brand and become advocates.
Elements:
Geo-tagging, CRM and CMS integration, product tagging, ShopKick-type app, online traffic monitoring, social engagement
Long-term Blue Sky idea
Check-inwithBestBuy

114. 29
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The CHI Wunderman Partnership
“BLUE SKY” IDEAS
Opportunity:
Deliver support services in HD (Geek Squad) from any device and any channel.
Scenario:
A father needs help networking the Napster music solution throughout the house,
but first he needs help with his laptop. He logs into Facebook through his Xbox and
his 56” gorilla glass flat screen in the living room. He voice navigates to the Best Buy
profile and requests help from the Geek Squad. Video chat window opens, Geek says
hello, and helps the man of the house fix his laptop, which is under warranty. Through
a content window next to video chat the Geek presents a Napster annual membership
and because the Facebook account is linked to a Reward Zone account – points are
provided for using the service, increasing the opportunity to purchase. Before he
closes this session, he audio tags the video chat with the Geeks explanation of how to
fix the problem and shares it with a subgroup of friends and coworkers who are tech
enthusiasts. He receives Activity Points in appreciation.
Elements:
Support Services, Data, CRM, Customer Service,WOM
Long-term Blue Sky idea
Facebookvideocustomer service

115. 30
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The CHI Wunderman Partnership
“BLUE SKY” IDEAS
Opportunity:
Product offering through Facebook Marketplace. Use Buy Back program to recycle
gifts back to consumers as Certified Pre-Owned.
Scenario:
A woman sees her friend’s new tablet at brunch. She captures an image with her
handheld device (i.e., phone) which launches image recognition on a Facebook app.This
pulls up the product details, including SKU level. She presses the “need” button (rather
than “want”) adds to her Facebook ”need” list that is linked to Marketplace (where
provides Best Buy provides range of products).
She had already set a monthly budget for her electronics ‘need’ and through an
automatic bid process wins the auction for a Buy Back version of the same tablet her
friend had. The payment is handled automatically using a mix of Reward points and her
credit card on file. Her preferences are Buy Back products that are within 50 miles of
her house–this tablet happens to be at a BB Mobile store on her way home so she picks
it up and enjoys it that night.
Elements:
Mobile, Marketplace, Data, Commerce, Rewards, Store
Long-term Blue Sky idea
FutureCommerce

116. The CHI Wunderman Partnership
BUDGET

117. 32
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The CHI Wunderman Partnership
BUDGET
1 Consolidation of existing pages $30,000 – $75,000
2 Integration of Facebook Deals Places $40,000 – $120,000
3 Strategic setup for increased focus on customer service $20,000 – $50,000
4 Strategic setup for conversation management $20,000 – $50,000
5 Strategy for social CRM $20,000 – $50,000
6 Enhance the weekly circular $60,000 – $125,000
7 Create master editorial calendar $20,000 – $75,000
8 Strategic setup for outreach to advocates $30,000 – $50,000
9 Strategic setup for Napster activation $20,000 – $40,000
Assumptions
Costs do not include the following:
• Communication plan and execution of messaging to fans
• Listening engagement
• Platform to manage
BestBuysocial recommendations
Estimatedfees

118. The C H I Wund erm an Partn ers h ip
FY12 Reward Zone
Facebook App
SubmittedJune23,2011

119. 2 The CHI Wunderman Partnership
TABLE OF CONTENTS
The Ask 3
What is “Social By Design” 4
Evolution of Facebook Credits 5
Opportunities for Best Buy 7
Concept Introduction 9
Concept Experience 11

120. 3
Title here
The CHI Wunderman Partnership
Assignment
BringtheRewardZoneexperiencetolifeonFacebookandothersocial
outletsbydevelopinganapplicationandextensionexperiences.Theflagship
featureoftheappistheabilitytoexchangecurrencybetweenFacebookCredits
(andothervirtualcurrency)andRewardZonepoints.
Objectives
DeliversocialandinteractivewaystoextendRewardZonecurrency
exchangesocially.
DriveRewardZoneappcontentorexperiencesthataresocial bydesignand
createopportunitiesforconsumerstosharevia Facebook, Digg,YouTube, etc.
Develop1Facebookapplicationconcept.
We Must Convey…
RewardZonemembers cannowexperienceRewardZonesociallyincluding
earningmorepointsbyredeemingFacebookcredits(andothervirtual currency)
forRewardZonepoints.
TheAskASK

121. 4
Title here
The CHI Wunderman Partnership
Webelieve“social bydesign”meanscreatingdigital
programswithpeopleatthecenter oftheexperience
OPPORTUNITY
Social by design…is about understanding human behavior.
It means leveragingthebehaviorthatcomesnaturaltopeopleandthe
environmenttheyarein. Itsactivatinguserparticipationtogenerate
conversation,buildawareness, growadvocatesandultimatelydrivetraffic.
Social by design…is about engaging in conversation.
It means BestBuyneedstoprovidepeoplewitha platformandcontent,
thatwillenablenatural andincentivizedconversationbetweentheReward
Zonemembers,thebrand, andjustasimportantly, amongusers.
Social by design…is about immediate feedback.
Itmeansinstantaneous data andinsights. Itmeanscontentand
conversationcanbeanalyzedtodevelopnewexperiences, providing
BestBuywithaninformedapproachforexecutinganddeliveringfuture
engagementstrategies thatpeoplewill continuetoparticipatein.

122. 5
Title here
The CHI Wunderman Partnership
HowFacebookcreditsarebeingusedtodeepenengagement,
driveinteractions,andactivate“social bydesign”
Facebook Credits Gift Cards
• Retailers offer physical Gift
Cards that can be loaded and
unloaded to buy virtual goods
•WalMart,7-Eleven,RadioShack,
Best Buy and Dominick’s are
amongtheretailersandgrocers
providing Gift Cards
Facebook Credits for Virtual Goods
• Many developers offer virtual
points within their games
• AsofJuly1st,2011,Facebookwill
maketheuseofcreditsmandatory
for any games or applications
Facebook Credits for Movies
• WarnerBros.becamethefirst
studio to offer movies for
purchasedirecttoconsumers
inside of Facebook
Facebook Credits as Purchase Incentives
• Credits are being used as incentives
for shoppers with mobile and online
applications, including other virtual
services outside of games
• ShopKick is on example that Best Buy
is already using
Facebook Credits for Real-World Goods
• Consumers can pay for Facebook Deals inside
Facebook with credit card, PayPal or Credits
• Consumers can purchase from a full line of
products with Credit Card and PayPal but not
with Credits, without ever leaving Facebook
What is Next for
Facebook Credits?
OPPORTUNITY

123. 6
Title here
The CHI Wunderman Partnership
HowarebrandsusingFacebookcreditstoday?OPPORTUNITY
Buying and Earning Virtual Goods Building Partnerships and Extending Loyalty
Purchasing Real World GoodsAccessing Exclusive Streaming Cloud Content

124. 7
Title here
The CHI Wunderman Partnership
By integrating Reward Zone points and experiences with
Facebook Credits we can…
1 Incentivize purchase through social interaction and reduce
margins via coupons
2 Strengthen Reward Zone brand / product loyalty
3 Develop a socially centered and branded loyalty program
a) At a fraction of leading loyalty program costs
b)Without the standard limitations (limited retailers and card holders)
4 Elevate visibility of partner network, integrate partner offers and show
value of partner offers as they relate to Rewards Zone
5 Increase frequency and duration of conversations to drive repeat visits
6 Create new data sets that offer additional insights and observations
about core users purchasing, social and loyalty program behaviors
Facebookcreditscreateaunique
opportunityfor BestBuyRewardsZone
OPPORTUNITY

125. 8
Title here
The CHI Wunderman Partnership
Adding “gaming elements” to the Reward Zone
experience allows us to…
•Tap into the fun and competitive side
of social media and drive interaction
and engagement
• Appeal to a larger audience of social
gamers, loyalty program participants
and Reward Zone members
• Consistently reward members socially,
emotionally and financially
ANDweseeawaytotakethisevenfurther by
enhancingtheprogramwithelementsofsocial gaming
OPPORTUNITY

126. 9
Title here
The CHI Wunderman Partnership
AbreakthroughplatformthatcreatesnewwaysforRewardZone
memberstoearnandshopbyconvertingFacebookCreditsto
RewardZonepointsinasocial gamingenvironment.

127. 10
Title here
The CHI Wunderman Partnership
Introducingarevolutionaryrewardsprogramthatallowsyoutoput
yourgamingabilitiesto thetestandgetrewardedforthesocial sharing
youdoeveryday.Themoreyoulike, share, tweetorcheck-in, themore
youearnbylevelinguptounlockinstantbonuspointswhileincreasing
yourrateofexchangewhenyouconvertyourFacebookCreditsto
RewardZonePoints.
ByseamlesslyintegratingFacebookCredits, youfinallygettocash
thatvirtualcurrencyintowardssomethingreal fromournewReward
ZoneMallwithinFacebook.
Leverageyoursocialnetworkandgamingskillstoexperiencethe
firstrewardsprogramtrulybuiltforthesocial consumer.
RewardZoneplusCONCEPT

128. The CHI Wunderman Partnership11
Current reward zone site
1Access Reward Zone plus right from
the current Reward Zone main page.
2Leveling and exchange functionality
would be integrated into the current
Reward Zone site experience.

129. The CHI Wunderman Partnership12
Facebook main
1The entry point for Reward Zone plus.
Once liked, you’re able to register and
enter into the main experience.
2The 3 pillars of our proposed program:
Exchange, Level Up and Shop.
3Exchange: Introducing the first program
where you can exchange Facebook
Credits for immediate rewards.
4Level Up:The more you share the more
you earn by leveling up to unlock instant
bonus points while increasing your rate
of exchange when you convert your
Facebook Credits to Reward Zone
Points.
5Shop: Use your points towards
exclusive savings at our new Reward
Zone Mall within Facebook. Leverage
your social network to create the
ultimate shopping experience.

130. The CHI Wunderman Partnership13
Exchange tab
1It couldn’t be easier to convert your
Facebook Credits to Reward Zone
Points. Just enter the amount and our
calculator gives you an immediate
conversion total. Hit submit and start
using.
2Give the gift of Reward Zone Points by
sending them right from your account.

131. The CHI Wunderman Partnership14
Level up tab
1Get rewarded for being the social guru
you are. Level up to unlock instant bonus
points while increasing your rate of
exchange when you convert your Facebook
Credits to Reward Zone Points.
2Inspired by many popular multi-player
games that use leveling, our progress
board allows you to quickly see what
tasks are or aren’t completed.
Social tasks within each level may include
but not limited to:
• Liking BBYproducts
•Tweeting about your recent BBY purchase
•Writing a BBYproduct review
• Recruiting a friend to Reward Zone
• In-store check-ins with your mobile device
• Getting friends to purchase FB Deals
coupon from BBY
• Making a purchase with one of the many BBY
partners available through the Reward Zone
Our level up dash helps you keep track of your
points earned and exchange rate in real time.
Stay on top of your friends progress by
viewing the main leaderboard or by seeing
who completed what within each task.

132. The CHI Wunderman Partnership15
Shop tab
1Use your Reward Zone points towards
the items you want and save. Prices are
immediately adjusted based on your
available points.
2Purchases can be made using your
Facebook Credits directly.
3See which products have been
purchased or reviewed by your friends
by rolling over the discussion icon.
4Learn what you friends recommend by
viewing a filtered product listing based
on their rec’s.
5Our Shop dash explicitly shows your
current Reward Zone Points and
Facebook Credits balance, program
notifications, items in cart and
checkout.

133. The CHI Wunderman Partnership16
mobile APP
1Reward Zone plus would get
integrated in the current
Reward Zone mobile application.
2Check-in to your favorite store
to level up the rewards.
3Advance on the go with the built
in game tasks and progress board.

134. 17
Title here
The CHI Wunderman Partnership
CONCEPT Creatingnewopportunitiesfor RewardZonemembers
toearnmorepointsthroughsocial retail activities
By completing tasks on Best Buy’s virtual and real world properties, Reward Zone members will now have the
ability to Level Up their membership. Here are some ways that can be accomplished towards Reward Zone plus:
Best Buy’s Many Facebook Pages
• Likes
– Statuses
–Videos
– Photos
– Comments
– Reviews
• Share
– Reviews
– Comments
• Upload
– Photos
–Video
• Purchase
– With Credits, earns Credits
– With RewardZone Points
BestBuy.com, MyRz.com and other
BBY domains integrated with
Open Graph via FB Connect
• Like
– Products
– Reviews
– Comments
• Share
– Facebook
–Twitter
– YouTube
– Digg
•Wishlists
– Add items
• Reviews
– Flag
– Comment
•Weekly Ad
– Share
– Like
• Gift Center
– Purchase
– Redeem
•Purchase
– More if Credits were used as payment
In-Store: Via kiosk or mobile device
• Check-in
– Location
– Foursquare, FB Places, Google Places,
Gowalla, SCVNGR and others
– Products
– QR Codes
• Upload
– Photo
–Video
• Chat
–With Blue Shirts in store
–With @TwelpForce in store
• Purchase
– More rewards if Credits are used

135. 18
Title here
The CHI Wunderman PartnershipThe CHI Wunderman Partnership
WithRewardZone plusmembershavetheopportunitytoincreasetheirexchange
ratethroughparticipation.Themoreyoushare, themoreyouearn.
RewardZone plusmembersarechallengedwithcompletingthesimpleeveryday
socialtasksandactivitiestheyalreadydoeveryday. Bycompletingthese
activitiesandtasks,usersworktowardsa largerandmorelucrativereward,
increasingtheirCredits-to-RewardZoneexchangerate.
Develop1Facebookapplicationconcept.
Here’s an example:
ActivitiesforLevel1:
•5Likes,3Reviews, 1Recommendation, DownloadtheRewardZone plusapp
•Completingthesetaskswill unlockLevel 1andincreaseRewardZone
membersexchangerate
Thereare5differentlevelsofexchangeratesthatcanbeearned.Thetasksincrease
indifficultyandfrequencyasyoumoveuplevels. SoLevel 4forexample, couldrequire
RewardZonememberstoparticipateovertheentireyearoronspecificdaystodo
specificthingsandthesecouldpotentiallychangefromdaytoday.
Introducinganew wayfor our mostloyal
memberstoearnevenmore
CONCEPT

136. T he CHI Wund erm an Part nershi p