APAC Master Class Panelists FOX Sports MTV Living Social
 

APAC Master Class Panelists FOX Sports MTV Living Social

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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....

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.

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  • 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 APAC Master Class Panelists FOX Sports MTV Living Social Presentation Transcript

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