By: Mario Zelaya and Michael J. Oliver

1. SOCIAL
BY DESIGN
Getting the Most Out of Your Facebook Dollars
Mario Zelaya Michael J Oliver
@zelaya @michaeljoliver
Managing Director VP Creative Director
Majestic Media Ltd The Marketing Store Worldwide
@majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com

2. Mario Zelaya
@majesticmedia @zelaya
Things I do: Head of production
Oversee all projects
Ideation
Strategy
Creative Direction
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3. About Majestic
Facebook Marketing Agency
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4. Michael Oliver
@marketingstore @michaeljoliver
Things I do: VP, Creative Director
co-manage TMS Toronto
oversee all creative projects
build CRM practice in North America
innovate in automotive space
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5. About The Marketing Store
Brand Activation Agency Specializing in Shopper Marketing, CRM/Loyalty
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6. SOCIAL
BY DESIGN

7. Paid. Owned. Earned
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8. Today’s focus ...
Social by Design = Earned
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9. Social by Design
What is it?
Dogma: •Social Design is a way of thinking about a product design that puts social experiences at the core.
•Help recreate these social experiences with the features available on the Facebook platform
(Oauth, Open Graph, Social Plugins, etc…)
•Using the “Like” button doesn’t constitute Social by Design (that’s just one of many tools that can
be used). They’re a tactic, not a strategy. It’s like putting hot sauce on a pasta. It adds flavour,
but it doesn’t constitute the full meal.
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10. Social by Design
Get to the point…
Summarized: •Easiest way to summarize Social by Design in a few simple points:
1) Your brand, or actions your fans are taking, are better enjoyed when your friends and
community are involved. ie. Trip Advisor, Spotify, Pinterest, etc…
2) Your brand, or actions your fans are taking, are naturally social in the real world. ie. “I
didn’t know you went to Hawaii” “I love that song” “You should see these pairs of shoes I
bought”
3) Your fans benefit by this added social layer. ie. Discovery, insight, gain in utility, etc..
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11. Social by Design
The Social Lens You Should Use…
Ask the •Why would people want to share my content?
following: •Did I put some social/digital lubrication in the gears that makes it easy for them to share
•In our campaign, do we put people at the center?
•What’s the utility they’ll gain? Is it enough? Is it a wow or cool factor? Will it create a
deep emotional response?
•How can I get people to create conversations about this activity or campaign?
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12. INFINITI
LUXURY, RELOADED

13. Luxury, reloaded
The shifting face of luxury
Shifting Language of Luxury.
Σ
Shifting Values of Luxury.
DREAMS
FANTASIES
x
EXCLUSIVITY
Greenback’s for Green Values.
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14. Luxury, reloaded
The shifting face of luxury
Σ DREAMS
Σ
FANTASIES EXPERIENCE
x
* SERVICE VALUES
EXCLUSIVITY
“the experience underpins vision and
defines the brand from a customer experience perspective ...”
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15. Luxury, reloaded
The shifting face of luxury
$ $ $$ $ $
…and consumers will pay for it.
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16. Infiniti
Inspiring customers through Inspired Performance
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17. Infiniti
Challenger brand positioning
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18. INSPIRED BY YOU
Facebook Promotion

19. Infiniti Case Study
Knowing the Infiniti customer
Summary:
•Creating an app that’s social & users want to share, talk about and engage with
•Understanding the demographics is key: Infiniti owners are really interested about
themselves, it’s part of their persona, and how we eventually created the campaign:
“Inspired by You”
•The goal was to provide Infiniti owners, information that they wouldn’t normally be
able to know about themselves and their activity on Facebook
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20. Infiniti Case Study
Inspired by You promotion on Facebook
Summary:
•Creating an app that’s social & users want to share, talk about and engage with
•Understanding the demographics is key: Infiniti owners are really interested about
themselves, it’s part of their persona, and how we eventually created the campaign:
“Inspired by You”
•The goal was to provide Infiniti owners, information that they wouldn’t normally be
able to know about themselves and their activity on Facebook
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21. VIDEO
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22. Infiniti Case Study
Inspired by You promotion on Facebook
APIs Used: •Basic info
•Email address (for contest entry)
•Access to wall posts
•Checkins, photos, status updates, videos
•Friends info: birthdays
•Photos & videos shared
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23. Infiniti Case Study
The Horsepower
Technology: •We implemented an engine that analyzes your status updates and determines which
ones have the most Likes & Comments
•Using the same engine, we analyze your wall posts to determine your Facebook
Engagement score
•We found a generic way to map locations of check-ins in a non-Google map (an
illustrated map). It wasn’t easy!
•Integrated sweepstakes engine
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24. Infiniti Case Study
Summary
Learnings: •Build according to your audience
•Spend time planning out the right strategy
•Focus on making things social by design
•Leverage Facebook’s APIs
•Leverage Facebook’s Social Plugins & other tools they’ve made available for us to use
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25. IN SUMMARY
TAKE-AWAYS & INSIGHTS

26. Key take-aways
Focus on Strategy
Summary:
•Having the right strategy is just as important as the design and development
•Our view is: Strategy > End product
•Listen to your audience, create persona’s if you don’t have them already, gain
valuable information on their demographic and psychographic profiles
•Don’t just launch a promotion or app for the sake of launching it. It’d be best to wait
and save that budget for something bigger down the road that makes sense
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27. Key take-aways
Is it Social by Design?
Checklist: •i)Would people want to share the content? Yes.
•ii) Do we include some social/digital lubrication so it makes it easy for them to share
with friends? Yes. Social plugins and ability to share.
•iii) Do we put people at the center? Yes, the whole campaign is based around you
and how you compare to others.
•iv) What utility will they gain? The wow/cool factor. An all expense paid trip &
daily maintenance prizes at Infiniti helps too!
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28. Tips & Insights
Our Execution
Summary: •First and foremost: know your audience and cater to what they want to see/hear. If
they’re asking for Apples, don’t give them bananas
•When launching an app, make it easy for people to share with their friends, but even
more importantly, see if you can find a way to get your friends involved
•Think of it as a “A to ‘A-Z’” relationship as opposed to “A to B”
•Use the tools Facebook gives you (for FREE): i) Social Commenting Tool ii) Like button
iii) Share iv) Tag your friends v) Notifications vi) Events
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29. Tips & Insights
Our Execution
Summary:
• Do not silo Facebook into its own campaign. The best results are when its integrated
into other marketing programs: print, packaging, TV, radio, etc…
• Leverage other social networks when possible: ie. Twitter, YouTube, Pinterest will
have an API soon
• Spend time researching and creating an immersive social experience: Facebook-
Studio.com is a great source
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30. Thanks!
Mario Zelaya Michael J Oliver
@zelaya @michaeljoliver
Managing Director VP Creative Director
Majestic Media Ltd The Marketing Store Worldwide
@majesticmedia www.majesticmedia.ca @marketingstore www.themarketingstore.com