HOW TO CREATE GREAT ONLINE USER EXPERIENCESCONTACTS[1] Simon@TenThousand.ca +1(888)559-1159 ext 3[2] Alistair@TenThousand.ca +1(888)559 1159 ext 4

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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,  Wales,  Ireland,  Italy  and  France  baJle  it  out  to  be  crowned  Champion  of  Northern  hemisphere  rugby.  

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.    

So,  they  asked  their  agency  to  find  ways  to  connect  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  audience  was  already  spending  a  lot  of  <me  on  Facebook  and  we  were  aware  of  the  power  of  the  plaQorm  to  drive  rapid  growth  when  used  well,  so  the  agency  created  the  “official  RBS  6  Na<ons  facebook  page”.  

Digital  Marke-ng  Objec-ves  • Foster  posi-ve  conversa-ons  around  the  

RBS  6  Na-ons

Integrated  Campaign  Objec-veIncrease  &  amplify  the  reach  and  

engagement  of  RBS  6  Na-ons  sponsorship

Rugby  Boy!the  agency  created  “Rugby  Boy”  -­‐  a  credible,  personable  but  enigma-c  moderator  of  the  page  whose  job  it  was  to  s-r  up  na-onal  pride  and  encourage  rugby-­‐

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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.    

!

!

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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

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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.

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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

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Text

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,  service-­‐oriented  web  powerhouse,  integra-ng  commerce  and  fulfillment  seamlessly  into  the  user  experience.    

Challenge  And  Vision

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Reebok’s  Site  Launched  In  2008  In  36  Countries  And  19  Different  Languages  

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Hybris-­‐enabled  Localized  ECommerce  Capabili%es

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Text

The  Site  Underwent  A  Complete  Visual  Design  Overhaul  In  2010

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The  Plaborm’s  Service-­‐oriented  Architecture  Facilitated  A  Redesign  With  No  Code  Rewrite

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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

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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.

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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.    

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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.

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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.  

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ABOUT Ten Thousand Inc is an Internet Strategy and Implementation Boutique that views the internet as [1] an uber business-toolbox, [2] an innovative sales & marketing channel, and [3] a critical customer loyalty and advocacy engine.

SOME CLIENTS [1] British Airways [2] Expedia [3] Knightsbridge [4] Macquarie Bank

WHY [1] Staff have +10,000 hours of relevant Internet & Business experience ensuring bleeding-edge Internet solutions. [2] Solutions are highly measurable and are accompanied by transparent actionable analytics. [3] Higher returns on internet-spend are demanded by clients and delivered by TenThousand.

PRACTICES [1] Social Media: Monitoring, Influencing and Management. [2] Search: Prospect/Lead Generation, Qualification and Conversion. [3] Customer: Profitability Growth, Journeying, Loyalty, Advocacy. [4] Business: New Sales Channels, New Markets, New Online Businesses.

CONTACTS[1] Simon@TenThousand.ca +1(888)559-1159 ext 3[2] Alistair@TenThousand.ca +1(888)559 1159 ext 4

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