How to create great online user experiences

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

Wednesday, 14 March, 12 1

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,

Integrated
Campaign
Objec-ve
Wales,
Ireland,
Italy
and
France
baJle
it
out
to
be

Increase
&
amplify
the
reach
and

crowned
Champion
of
Northern
hemisphere
rugby.

engagement
of
RBS
6
Na-ons
sponsorship

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.

Digital
Marke-ng
Objec-ves

• Foster
posi-ve
conversa-ons
around
the

So,
they
asked
their
agency
to
ﬁnd
ways
to
connect
RBS
6
Na-ons
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
Rugby
Boy!
audience
was
already
spending
a
lot
of
<me
on
the
agency
created
“Rugby
Boy”
-‐
a

Facebook
and
we
were
aware
of
the
power
of
the
credible,
personable
but
enigma-c

plaQorm
to
drive
rapid
growth
when
used
well,
so
the
moderator
of
the
page
whose
job
it
was
to

agency
created
the
“oﬃcial
RBS
6
Na<ons
facebook
s-r
up
na-onal
pride
and
encourage
rugby-‐
page”.

2


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.

!

3


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

4


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.

6


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

7


8


Challenge
And
Vision

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,
Text
service-‐oriented
web
powerhouse,
integra-ng

commerce
and
fulﬁllment
seamlessly
into
the
user

experience.

9


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

10


Hybris-‐enabled
Localized
ECommerce
Capabili%es

Text

11


The
Site
Underwent
A
Complete
Visual
Design
Overhaul
In
2010

Text


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

13


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

14


15


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.


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.

17


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.


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.

20


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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