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SocialMediaPlus 2011 Creating the Perfect Facebook Campaign Friday, November 11, 2011

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Page 1: Singerand Pfau

SocialMediaPlus 2011Creating the Perfect Facebook Campaign

Friday, November 11, 2011

Page 2: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

About UsGeneral Overview

Friday, November 11, 2011

Page 3: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

We are 250+ professionals in 10 cities worldwide

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

We are 250+ professionals in 10 cities worldwide

AustinLondon

PortlandNew York

PhiladelphiaSt. Louis

LincolnMadrid

AmsterdamSydney

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

We help build social businesses

PROCESSESare designed for collaboration

TECHNOLOGIESenable and optimize the ecosystem

EMPLOYEES

WE TRANSFORM COMPANIES TO THRIVE IN A SOCIAL WORLD

OurVision

A future in which all businesses are social businesses. What does that look like?

PEERS PARTNERS

INFLUENCERS

CUSTOMERS

PEOPLE and their networks powerhow business gets done.

Dachis Group

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Social Business

Largest group of Facebook Preferred Developers in the world

Friday, November 11, 2011

Page 7: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

We have delivered 500+ social media solutions

Friday, November 11, 2011

Page 8: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Session Frame

Friday, November 11, 2011

Page 9: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Digital Marketing Spend

Search Display EmailMobile Social Lead Gen

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Social Marketing

Search Display EmailMobile Social Lead Gen

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Social Platform Landscape

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 13: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 14: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 15: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 16: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 17: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Community Management

Content Marketing

Social Experiences

Measurement & Analysis

Monitoring & Listening

Facebook as an Engagement Platform

Friday, November 11, 2011

Page 18: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Program Identity Design

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Design = Intentional Creation of X

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Design = Intentional Creation of X X

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

XFriday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Step 1Design the Business Objectives

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1a. High-Level Business Objectives

Social Metrics

Business Metrics

BusinessObjective

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1a. High-Level Business Objectives

Social Metrics

Business Metrics

BusinessObjective

It starts with quantifiable Business Objectives

1 1.5 2 2.5 3

Friday, November 11, 2011

Page 26: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1a. High-Level Business Objectives

Social Metrics

Business Metrics

BusinessObjective

It starts with quantifiable Business Objectives

Which lead to the Business Metrics that matter

1 1.5 2 2.5 3

Friday, November 11, 2011

Page 27: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1a. High-Level Business Objectives

Social Metrics

Business Metrics

BusinessObjective

It starts with quantifiable Business Objectives

Which lead to the Business Metrics that matter

That are transformed into measurable Social Metrics

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 30: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 32: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 33: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 34: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 35: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 36: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 37: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 38: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 39: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1b. Program-Level Business Outcomes

1 1.5 2 2.5 3

A. More consumers

B. Greater purchase values

C. Higher repeat purchase rate

Friday, November 11, 2011

Page 40: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 43: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 45: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 49: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 50: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 51: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 52: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 53: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 54: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 55: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 56: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.5. Bridge: Business Consumer

Consumer Audit & Reconciliation

1 1.5 2 2.5 3

Thinking

Hearing

FeelingSaying

Seeing

Friday, November 11, 2011

Page 57: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Step 2Design the Program Frame

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2a. Affinity Drivers

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.b. Interaction Driver Map

1 1.5 2 2.5 3

Riches

Fame

Utility

Emotion

Distraction

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.c. Interaction Fingerprint

1 1.5 2 2.5 3

F

R

E

U

D

0%10% 10% 20% 30% 40%20%30%40% 50%50%

Riches..................30%

Fame....................20%

Utility...................10%

Emotion................5%

Distraction.........35%

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.5. Bridge: Consumer Platform

.com

Facebook fans

Twitter followers

YouTube subscribers

Foursquare checkins

Website traffic

Mobile users

G+ circlers

Mixi followers

Presence Audit &Reconciliation

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

2.5. Bridge: Consumer Platform

.com

Facebook fans

Twitter followers

YouTube subscribers

Foursquare checkins

Website traffic

Mobile users

G+ circlers

Mixi followers

Presence Audit &Reconciliation

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Step 3Design the Program Mechanics

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3a. Platform Map

.com

Facebook

Twitter

YouTube

Foursquare

Website

Mobile

1 1.5 2 2.5 3

Platforms that the program will be

deployed on

Friday, November 11, 2011

Page 70: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3a. Platform Map

.com

Facebook

Twitter

YouTube

Foursquare

Website

Mobile

1 1.5 2 2.5 3

Platforms that the program will be

deployed on

Friday, November 11, 2011

Page 71: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3a. Platform Map

.com

Facebook

Twitter

YouTube

Foursquare

Website

Mobile

1 1.5 2 2.5 3

Platforms that the program will be

deployed on

Friday, November 11, 2011

Page 72: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3a. Platform Map

.com

Facebook

Twitter

YouTube

Foursquare

Website

Mobile

1 1.5 2 2.5 3

Platforms that the program will be

deployed on

Friday, November 11, 2011

Page 73: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3a. Platform Map

.com

Facebook

Twitter

YouTube

Foursquare

Website

Mobile

1 1.5 2 2.5 3

Platforms that the program will be

deployed on

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Friday, November 11, 2011

Page 82: Singerand Pfau

® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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Capabilities | 2011

3b. Mechanics and Functionality Map

1 1.5 2 2.5 3

.com

Mechanic 1

Mechanic 2

Mechanic 3

Mechanic 4

Mechanic 5

Mechanic 6

Friday, November 11, 2011

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Summary

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

1.! Design Business Objectivesa.! High-Level Business Objectivesb.! Program-Level Business Outcomes

o! Bridge: Consumer Audit & Reconciliation2.! Design the Program Frame

a.! Affinity Driversb.! Interaction Driver Mapc.! Interaction Fingerprint

o! Bridge: Presence Audit & Reconciliation3.! Design the Program Mechanics!

a.! Platform Mapb.! Mechanics and Functionality Map

Summary

Friday, November 11, 2011

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Letʼs Do This!

Friday, November 11, 2011

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Capabilities | 2011

Friday, November 11, 2011

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Campaign Case Studies

Friday, November 11, 2011

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® 2011 Dachis Group. Confidential and Proprietary

Capabilities | 2011

Peopleʼs Choice Awards - Social ExperienceChallengeThe Peopleʼs Choice Awards 2012 promise to be the biggest yet, and a Facebook and Twitter strategy was needed to ensure success in social.

SolutionA massive interactive experience was developed to be social by design, and heavily leverages the Facebook Platform and social graph. Usersʼ interests are surfaced immediately for voting, a sweepstakes layer incentivizes users at the chance to win tickets to the show, and one lucky user will be the Fan Award and get flown to the show to accept an award on the red carpet!

ResultsIn the first 48 hours, the Facebook experience surpassed 1 million votes, and is on itʼs way to crushing the 1.5 million vote watermark from 2010. Get out and vote for your favorites in Movies, TV, and Music today!

Friday, November 11, 2011

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Capabilities | 2011

Bud Light - Port ParadiseChallengeCreate excitement in the Bud Light community through a sweepstakes that requires users to work together in order to win tickets to the ultimate Bud Light event, the Port Paradise cruise.

SolutionA collaborate and win experience where users create teams of three to enter the sweepstakes. Team names can be selected from three available dropdowns or randomly generated, and Users recruit a team by sending a wall post to their friends with a link that directs back to the application.

ResultsBud Light fanatics could not wait to start building their crews. 160,000 entrants have created over 200,000 crews during the apps first week. 180,000 users added the app and 76,800 have shared it through global shares, individual shares, and wall posts. Overall, 1.2 million crews of Bug Light fans were created, and one group of friends got the experience of a lifetime.

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Capabilities | 2011

Coach - New at CoachChallengeCoach needed a way to let their fans on Facebook know about new styles, fresh content, and product launches and approached Stuzo for a solution.

SolutionThe New at Coach experience addressed several business needs, including a back-end CMS for Coach to adjust products, videos, style-guides, and links within the application on-demand. This evergreen program allows users to interact with the latest products on an interactive carousel, like individual items, and add them to their shopping cart for one-click purchasing on Coach.com. Executions on both /coach and /coachmens mirror one another, with future launches on the Coach Japan and Europe Facebook pages, for global brand management.

ResultsCoach has been extremely pleased with their level of autonomy on New at Coach, and users have been absorbing content and interacting with the new products at rapid pace.

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Capabilities | 2011

Leviʼs - WaterTankChallengeLeviʼs was looking to activate their community for World Water Day 2011 with a program that would highlight their eco-friendly Water<Less jeans, which use an innovative manufacturing technique to save millions of liters of water.

SolutionSimple social challenges and game mechanics within the Facebook Water<Less experience allow users to interact with friends to unlock gallons of water, which will be “emptied” and sent to Water.org. Users could pledge, check in to Leviʼs stores, tweet, answer trivia, and more to build awareness of the global water crisis and educate fans as to what they can do to help.

ResultsIn its first 72 hours, the experience saw over 50k page views and more than 20k challenges completed. Only six days after launch, the campaign had already hit 1/3 of the 200 million-liter goal.

Friday, November 11, 2011