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