APAC Master Class Panelists FOX Sports MTV Living Social

1,408 views
1,304 views

Published on

This includes three presentations from international brands FOX Sports, MTV and Living Social on how they are implementing mocial marketing programs - mobile, social, local and email.

Thi\e session was part of the Silverpop APAC Masterclass Breakfast held in Sydney, Australia on September 30, 2011.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,408
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • LOREN
  • LOREN
  • • Our mobile strategy allows us to extend the customer's purchase window: customers want and need to be able to purchase when it is convenient for them.• Allows purchases on the go, any time of day.  Many of our deals are social, and require coordination with others before purchasing. It would be ridiculous to only allow a purchase of deal while a customer is sitting in front of a computer - which for some people is only in the morning and at night.• Our mobile strategy extends our product - and not just miniaturizes it to fit on a smaller screen - which is a common trap for many companies.
  • It engages fans directly by making the experience very individual. At the same time it gives fans a feeling of being a part of a community where they can comment and exchange ideas Daily deals posted and purchases tracked
  • Post Daily DealsDiscuss community needsLight hearted engagementsEncourage WOM via Social Sharing!
  • LivingSocial Australia operates in 40+ marketsSydney made up of 7 markets – Citywide, Eastern Suburbs, Inner West, Greater West, Northern Suburbs, Northern Beaches, SouthernSimilar structure of other metros
  • Without thinking of the context of mobile users we miss our opportunity.With the game on TV/live is very different to catch up with a match I missed overnight.On the way to work or between meetings is very different to sitting on sofa or at the pub.
  • LOREN
  • APAC Master Class Panelists FOX Sports MTV Living Social

    1. 1. Mocial Panel Presentations & Discussion<br />Living Social, FOX Sports and MTV<br />
    2. 2. Mocial Panel Presentations & Discussion<br />Anu Mohan<br />VP Marketing<br />Living Social<br />
    3. 3. Connected Marketing<br />Anu Mohan<br />VP, Marketing<br />
    4. 4. 4<br />Connected Marketing<br />Social<br />Mobile<br />Local<br />Email<br />4<br />
    5. 5. 5<br />Mobile<br />Extend customer’s purchase window<br />Allows purchases, social sharing & Redemptions on the go<br />Extend premium product experience<br />Optimised for iPhone, iPad and Android<br />
    6. 6. 3rd largest Facebook community in Australia!<br />6<br />Approx. 710,000 strong “I Love” communities<br />Strategic investment for LivingSocial / Jump On It<br />Foursquare partnership<br />High engagement tool & rich source of UGC<br />Social<br />279, 583 fans<br />168,068 fans<br />63,874 fans<br />59,788fans<br />44,503 fans<br />42,612 fans<br />49,587 fans<br />Others<br />
    7. 7. Social<br />
    8. 8. From local deals to international getaways<br />8<br />Daily deals space is email marketing at its best<br />1.9M+ subscribers<br />40+ Markets<br />2M+ emails sent every day!<br />Inbox supremacy<br />Email is King! - continues to be the primary revenue generator<br />Email<br />
    9. 9. Hyperlocal strategy has benefits for merchants and customers alike<br />9<br />‘Hyper’ Local<br />For Merchants<br />Attract local customers<br />More repeat customers as distance is a non-issue<br />Better capacity planning due to smaller exposure<br />For Consumers<br />Promote local businesses<br />Opportunity to trial more establishments in their area<br />Convenience<br />
    10. 10. Anu.mohan@livingsocial.com<br />Thanks!<br />10<br />
    11. 11. Mocial Panel Presentations & Discussion<br />Mark Jones<br />Digital Director<br />FoxSports<br />
    12. 12. Getting all [e]moci[on]al<br />
    13. 13. Source: Google social media research<br />Fat bastard is a thinker<br />"I eat because I'm unhappy and I'm unhappy because I eat. It's a vicious cycle.”<br />In digital publishing we need to know what feeds us…<br />
    14. 14. Source: Google social media research<br />Social = awareness<br />Likes don’t pay the bills, interactions do.<br />Who do want to do the influencing?<br />What do you want the ‘influenced’ to do?<br />
    15. 15. Source: Google social media research<br />Mobile = anytime<br />IRB World Cup getting 3X traffic to mobile than website<br />USA peers get more traffic to mobile than PC today<br />>50% of mobile activity is now in apps<br />Audiences are mobile, but still push to TV core<br />Nielsen: Australian Internet & Technology Report 2010<br />
    16. 16. Source: Google social media research<br />Local = my tribe<br />Sport fans “local” is not just geography<br />Local is “my people”<br />Wear my colours<br />Talk my language<br />We love and hate together<br />Players and teams, but also other codes<br />Products must then become personalised and immersive<br />Nielsen: Australian Internet & Technology Report 2010<br />
    17. 17. Source: Google social media research<br />Email = personal<br />Yet over a quarter are impersonal/commercial<br />Must respect our subscriber’s time<br />Must be about the user’s needs, not ours<br />How relevant<br />How personal<br />Meet identified needs<br />Avoid dislikes<br />Coordinate with other comms<br />Nielsen: Australian Internet & Technology Report 2010<br />
    18. 18. Thank youMark jonesDigital DirectorE: mark.jones@foxsports.com.auTwitter: @markdamonjones<br />
    19. 19. Mocial Panel Presentations & Discussion<br />Colin Blake <br />Director Marketing, Communications & Artist/Talent Relations<br />MTV Networks Australia & New Zealand<br />
    20. 20. Mocial Panel Presentations & Discussion<br />Colin Blake <br />Director Marketing, Communications & Artist/Talent Relations<br />MTV Networks Australia & New Zealand<br />
    21. 21. We Know Music and Youth… <br />... “in a world gone Mocial – Mobile, Social, Local and Email”.<br />
    22. 22. TV <br />3.6million<br />Social Media 73,000<br />Online 333,000<br />MTVN Australia <br />Total Touch Points <br />4.1million<br />Other DM 123,000<br />Critical Mass Reach<br /><ul><li>MTV has over 4 million touch points in Australia each month
    23. 23. MTV ranked within top 5 General Entertainment TV channels among core viewers aged 16-29
    24. 24. mtv.com.au 2nd highest Subscription TV channel website within TV category</li></li></ul><li>MTV TOUCH POINTS<br />MARKETING SUPPORT<br />Social Media<br />Online<br />eNews<br />Other<br />Mobile, Retail, Print & Radio<br />MTV.COM.AU - 333,000 UB/Month<br />Facebook – 55K fans<br />Twitter – 15K followers<br />AU– 80K Subscribers<br />Leverage Partnership Touch Points<br />Digital content strategy <br />Digital news editorial Video content<br />Call to action, post event photos and interstitial content<br />Weekly newsletter distribution<br />The environments live up to the brand!<br />
    25. 25. PARTNERSHIPS ARE KEY<br />
    26. 26. Final Thoughts…. <br />Consumers are loyal to brands not platforms. <br />56 Million Mobile devices in Aus by 2015 (2.4 per cap.) <br />6 out of 10 people would answer their phone while having sex! <br />
    27. 27. Thank you! <br />Colin.blake@mtvna.com.au <br />
    28. 28. Case Studies<br />Nick Simms<br />National Channel Manager – Foodservice<br />HJ Heinz<br />Michael Twomey<br />Head of Strategy<br />Silverpop APAC<br />
    29. 29. Case Study: Heinz Australia<br />Automate and save resources<br />
    30. 30. Case Study: Heinz Australia<br />The Situation<br /><ul><li>Large business with a wide network of products and re-sellers.
    31. 31. Strained sales team dealing directly with orders and company updates.</li></li></ul><li>What we did<br /><ul><li>Created email messages to forge strong relationships with business customers.
    32. 32. Launched email promotions to build a more segmented database.
    33. 33. Used findings to create easily customised emails targeting individual vendor preferences.</li></li></ul><li>
    34. 34.
    35. 35. The Payoff<br /><ul><li>Strengthened vendor relationships.
    36. 36. Email sales outperformed the combined results of all Heinz Australia sales representatives.
    37. 37. Increased ROI by using resources in a more targeted manner.</li></li></ul><li>Case Study: Thai Airways<br /><ul><li>Understand your customer and stay relevant</li></li></ul><li>The Situation<br /><ul><li>42 weekly flights between Bangkok and Australia.
    38. 38. Growing database of more than 100,000 Australian travelers.
    39. 39. Looking for timely and relevant solution to engage and widen customer base.</li></li></ul><li>What we did<br /><ul><li>Leveraged emails, surveys, landing pages to create a clean and segmented database.
    40. 40. Used highly segmented data to create relevant and compelling marketing campaigns.
    41. 41. Integrated Send Time Optimisation and Share-to-Social features to maximise deliverability and impact. </li></li></ul><li>
    42. 42. The payoff<br /><ul><li>Email open rate surged to 61%, with one in five customers updating their information.
    43. 43. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.
    44. 44. Current average open rate at 41% (Australian industry average at 16-24%).</li></li></ul><li>
    45. 45. Prize:<br />One economy class airfare return to Bangkok, Thailand flying Thai Airways International from Sydney.<br />Total value $2,264.<br />
    46. 46. How to Win!<br />Prize 1<br />Hoyts x 5 Double Movie Passes <br />Check in to FourSquare or Facebook at Silverpop Master Class <br />Prize 2<br />Hoyts Reward Packs x 5 (doubles)<br />Business Card Draw <br />Prize 3<br />Neverfail Art Cooler<br />Email masterclass@silverpop.com.au<br />Prize 4<br />RedBalloon Mini Stunt Driving <br />Best Tweet using #spopmcsyd<br />Prize 5<br />Thai Return Flight to Bangkok <br />SMS Your ‘Name’ and ‘Company Name’ to <br />0416 905 797<br />NSW PERMIT NUMBER:<br />LTPS/11/09036<br />
    47. 47. 5 Tips in 5 Minutes<br />Michael Twomey<br />Head of Strategy<br />Silverpop APAC<br />
    48. 48. 5 Tips in 5 Minutes<br />Which ones will you adopt?<br />
    49. 49. 1. One click enrichment.<br />Mock up preference centre with social signin<br />
    50. 50. 2. Use scoring & behaviour to drive next steps<br />Welcome <br />Campaigns<br />1st Purchase Campaigns<br />Repeat Purchase Campaigns<br />Loyalty Campaigns<br />Reengagement Campaigns<br />300<br />400<br />600<br />-400<br />-200<br />1st Time<br />Customers<br />Subscribers / Visitors<br />Repeat<br />Customers<br />Unengaged Customers<br />Loyal<br />Customers<br />-<br />+<br />+<br />+<br />
    51. 51. 2. Use scoring & behaviour to drive next steps<br />4.1%<br />Triggered<br />Campaigns<br />Volume of Emails sent<br />Sales Generated<br />40.2%<br />Triggered<br />Campaigns<br />95.9 %<br />Batch <br />Campaigns<br />59.8 %<br />Batch <br />Campaigns<br />4.1% = 40.2% of revenue <br />
    52. 52. 3. Create a pre to post sales process<br />
    53. 53. 3. Create a pre to post sales process +50% of lost sales via remarketing<br />
    54. 54. 4. Test. Test.. Test.. Automated Multivariate testing<br />+ 58 %<br />
    55. 55. 4. Test. Test.. Test.. Automated Multivariate testing<br />+ 51 %<br />
    56. 56. 5. Let Automation do the <br />heavy lifting<br />
    57. 57. Which ones will you adopt?<br />One click enrichment<br />Scoring to drive next steps<br />Pre to post sales process<br />Test. Test.. Test…<br />Let automation do the heavy lifting<br />
    58. 58. How to Win!<br />Prize 1<br />Hoyts x 5 Double Movie Passes <br />Check in to FourSquare or Facebook at Silverpop Master Class <br />Prize 2<br />Hoyts Reward Packs x 5 (doubles)<br />Business Card Draw <br />Prize 3<br />Neverfail Art Cooler<br />Email masterclass@silverpop.com.au<br />Prize 4<br />RedBalloon Mini Stunt Driving <br />Best Tweet using #spopmcsyd<br />Prize 5<br />Thai Return Flight to Bangkok <br />SMS Your ‘Name’ and ‘Company Name’ to <br />0416 905 797<br />NSW PERMIT NUMBER:<br />LTPS/11/09036<br />
    59. 59. Thank you, Good bye & Behave<br />
    60. 60. NOW – MORNING TEA, BUBBLES AND PRIZES<br />

    ×