ChooseOne is a civic-minded brand looking to bring its products and messages online. They seek to construct a community of likeminded individuals across polarized divides around their brand. The goal is to create and capture their own kind of niche audience for brand presentation who shows up for a purchase, to view important social content, or both. They want to create a media platform that presents common ground occurrences that people share across the great polarized divide.
Approach
We evaluated social media trends on political topics for top social influencers, then defined the trigger events in which to engage. Trigger events needed to contain at least several solid observable facts, and exist in contextual flurry of misinformation and polarization. ChooseOne then constructs a phrase either originally, or following social vocabulary, that captures the heart of the matter across sociopolitical lines. Their products are then memes in the social conversation.
Goals
Develop an eCommerce site that integrates with and supports community development, content strategy, product creation, and product delivery. Reducing time to market between trigger events and shipping product is a key interactional goal. An operational goal is automating order fulfillment with no overhead for inventory or storage, which is ultimately more sustainable with a smaller environmental footprint. This is also an extension of the brand.
Interactive Site Schematic (Sitemap)
The Interactive Site Schematic shows everything that a traditional site map does and then goes beyond, to show not just what pages are connected to each other, but how they are connected, showing the artifacts of interactivity and referring to and including functional content by designation. Think of it as a wireframe for pure interaction. It’s part of a process for the display of interactivity, which I independently patented, USP 7,644,390 and 8,694,953. It also solves the problem of n-dimensional space display in two dimensions.
Solution
Developed a responsive eCommerce site to drive brand and increase message resonance with customers by tightly coupling the social context of each product to current events and social media. The site is integrated with on-demand dropship printers and top social media platforms. Customizations in these integrations allow for one click product creation directly on the site as well as with the third-party printer. This enables automatic catalog and product spec synchronization reducing time to market while enabling ChooseOne to remove all the traditional retail overhead.
The brand content on the site and on social media encourages social sharing and enables community formation, and the community in turn, both aggregates, creates, and distributes content, all while being a commerce site driven by the content. Content starts as still images, graphics, infographics and text. It will evolve to podcasts and news style video.
