Date post: | 28-Jan-2015 |
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The Goodwood KeyThe Goodwood Key
An integrated luxury social media An integrated luxury social media experienceexperience
Shadi AlbouyehShadi AlbouyehPanagiotis GompakisPanagiotis GompakisAnne-Cecile TournierAnne-Cecile Tournier
Stephanie TrunzoStephanie Trunzo
AgendaAgenda
What is Goodwood’s opportunity?What is Goodwood’s opportunity? How can social media help?How can social media help? Integrated experience – Goodwood KeyIntegrated experience – Goodwood Key User storyUser story Audience analysisAudience analysis ChallengesChallenges Value propositionValue proposition
The Goodwood opportunityThe Goodwood opportunityGoodwood’s goal is to Goodwood’s goal is to delightdelight their customers with an their customers with an attainable luxuryattainable luxury experienceexperience under one under one cohesive cohesive
brandbrand..Brand cohesionBrand cohesion
Loyalty programLoyalty program
Extending Extending reachreach
How can social media help?How can social media help?Foundation of our strategy includes engagement in major Foundation of our strategy includes engagement in major
social media avenuessocial media avenues
Communities already exist. Instead, think about how you can help that community do what it wants to do.
Mark Zuckerberg, founder and CEO of Facebook
Communicate
Expand
Collaborate
Personalize
Connect
Integrate social media INTO the Integrate social media INTO the experienceexperience
Social media foundationSocial media foundation
Goodwood Key
• Form/design:• Key fob• Goodwood logo
•Technology:• Based on Poken technology• USB, RFID and proximity
•Basic function:• Social media profile data storage• Proximity synch - networking• Integration w/ existing My Goodwood data • Account charge• Launches custom Goodwood app
User storyUser story
Goodwood Goodwood key key orientationorientation
Checks inChecks in Goes to roomGoes to room Attends eventAttends event
Drink Drink preference preference recordedrecorded
Reviews Reviews preferred preferred content via content via custom appcustom app
Returns to Returns to roomroom
Synchs dataSynchs data
Checks outChecks out
Retain key for Retain key for next visitnext visit
Uploads Uploads photos from photos from eventeventAdds Adds comments on comments on eventevent
Gathers Gathers contact data contact data from new from new friendsfriends
Returns homeReturns home
Preview Preview upcoming upcoming eventseventsParticipate in Participate in community community discussiondiscussion
Audience analysisAudience analysis Seamless introduction to social media via Seamless introduction to social media via
custom appcustom app Opt-in allows participation to comfort levelOpt-in allows participation to comfort level Check-in orientation eases learning curve Check-in orientation eases learning curve
Social media Social media usage usage growing growing exponentiallyexponentially
Goodwood Key - symbol of the Goodwood Key - symbol of the luxury experienceluxury experience
““Your key to the Goodwood experience” – Your key to the Goodwood experience” – synergies with “keys to the castle” and auto keyssynergies with “keys to the castle” and auto keys
Simple “key” giveaways preloaded with virtual Simple “key” giveaways preloaded with virtual info about Goodwood experienceinfo about Goodwood experience
Events could include customized keys (i.e., Events could include customized keys (i.e., weddings preloaded w/ guest data and event weddings preloaded w/ guest data and event schedules)schedules)
Loyalty program or expenditure could have Loyalty program or expenditure could have different colored keys (gold, platinum)different colored keys (gold, platinum)
ChallengesChallenges Costs:Costs:
Poken costs - negotiated corporate/bulk Poken costs - negotiated corporate/bulk raterate
Development cost for custom appDevelopment cost for custom app Salary - dedicated social media marketing Salary - dedicated social media marketing
coordinatorcoordinator Diffusion issues:Diffusion issues:
Current market probably not early adoptersCurrent market probably not early adopters Privacy concerns addressed by opt-inPrivacy concerns addressed by opt-in Phased roll-out to control approach Phased roll-out to control approach
(suggest one event first)(suggest one event first)
Brand cohesionBrand cohesion•Same key for all events and Same key for all events and productsproducts
•Consolidated data across events Consolidated data across events
•Social media conversations and Social media conversations and community integrated into one community integrated into one experienceexperience
•Internal benefit of connecting staff Internal benefit of connecting staff and single infrastructureand single infrastructure
Loyalty programLoyalty program
•Preference for customer profile Preference for customer profile retentionretention
•Ability to “remember” preferences Ability to “remember” preferences based on your profilebased on your profile
•Targeted dynamic marketing via Targeted dynamic marketing via custom appcustom app
Extended reachExtended reach•Brand recognition outside of Brand recognition outside of GoodwoodGoodwood
•Appeal to different audiences via Appeal to different audiences via social media presencesocial media presence
Value and benefitsValue and benefits
Value proposition to Value proposition to customercustomer
Networking – prepopulates Networking – prepopulates your social media contactsyour social media contacts
Associates you with Associates you with Goodwood Goodwood communitiescommunities
Exclusivity – VIPExclusivity – VIP
Consolidated data Consolidated data results in higher level results in higher level of serviceof service
Ready to get started?Ready to get started?
BackupsBackups
Social media foundation, ISocial media foundation, I Create/co-createCreate/co-create
Facebook fan pageFacebook fan page auto-populate any new Goodwood member accounts as Fansauto-populate any new Goodwood member accounts as Fans leverage forum discussionleverage forum discussion share promotionsshare promotions Share photos, and ask guests to share their photosShare photos, and ask guests to share their photos
Facebook sidebar adFacebook sidebar ad Brand awarenessBrand awareness Targeted marketingTargeted marketing
TwitterTwitter Main feed for general promotionsMain feed for general promotions Value-add related content (i.e., related to racing, but not Value-add related content (i.e., related to racing, but not
always Goodwood-specific) to gain followersalways Goodwood-specific) to gain followers Sub-streams specific to events or productsSub-streams specific to events or products Cross follow, and retweetCross follow, and retweet
YouTubeYouTube Mainstream brand by developing channelMainstream brand by developing channel Repost advertisement videosRepost advertisement videos Request guests post videos they’ve takenRequest guests post videos they’ve taken
ParticipateParticipate TwitterTwitter
Listen to conversations, and respondListen to conversations, and respond Follow any related accounts, and re-follow customersFollow any related accounts, and re-follow customers
Other conversationsOther conversations Actively search related discussion forums and Actively search related discussion forums and
participateparticipate Encourage guests to comment and review on review Encourage guests to comment and review on review
sitessites PropogatePropogate
Digg, delicious, etcDigg, delicious, etc Actively tag and share all sites and related content to Actively tag and share all sites and related content to
GoodwoodGoodwood
Social media foundation, IISocial media foundation, II
Poken: The future of social Poken: The future of social networkingnetworking
Extends online social networking into the real world-Extends online social networking into the real world-Instantly connect with new friends across online social Instantly connect with new friends across online social networks networks
Object base networking as an extension to Web 2.0Object base networking as an extension to Web 2.0
Tiny USB key with embedded RFIDTiny USB key with embedded RFID
Utilizes near field communication technologyUtilizes near field communication technology
http://www.doyoupoken.com/PokenWeb/corporate/welcome.jsfhttp://www.doyoupoken.com/PokenWeb/corporate/welcome.jsf