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.

1. Mocial Panel Presentations & Discussion Living Social, FOX Sports and MTV

2. Mocial Panel Presentations & Discussion Anu Mohan VP Marketing Living Social

3. Connected Marketing Anu Mohan VP, Marketing

4. 4 Connected Marketing Social Mobile Local Email 4

5. 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

6. 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

7. Social

8. 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

9. 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

10. Anu.mohan@livingsocial.com Thanks! 10

11. Mocial Panel Presentations & Discussion Mark Jones Digital Director FoxSports

12. Getting all [e]moci[on]al

13. 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…

14. 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?

15. 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

16. 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

17. 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

18. Thank youMark jonesDigital DirectorE: mark.jones@foxsports.com.auTwitter: @markdamonjones

19. Mocial Panel Presentations & Discussion Colin Blake Director Marketing, Communications & Artist/Talent Relations MTV Networks Australia & New Zealand

20. Mocial Panel Presentations & Discussion Colin Blake Director Marketing, Communications & Artist/Talent Relations MTV Networks Australia & New Zealand

21. We Know Music and Youth… ... “in a world gone Mocial – Mobile, Social, Local and Email”.

23. MTV ranked within top 5 General Entertainment TV channels among core viewers aged 16-29

25. PARTNERSHIPS ARE KEY

26. 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!

27. Thank you! Colin.blake@mtvna.com.au

28. Case Studies Nick Simms National Channel Manager – Foodservice HJ Heinz Michael Twomey Head of Strategy Silverpop APAC

29. Case Study: Heinz Australia Automate and save resources

32. Launched email promotions to build a more segmented database.

36. Email sales outperformed the combined results of all Heinz Australia sales representatives.

38. Growing database of more than 100,000 Australian travelers.

40. Used highly segmented data to create relevant and compelling marketing campaigns.

43. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.

45. Prize: One economy class airfare return to Bangkok, Thailand flying Thai Airways International from Sydney. Total value $2,264.

46. 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

47. 5 Tips in 5 Minutes Michael Twomey Head of Strategy Silverpop APAC

48. 5 Tips in 5 Minutes Which ones will you adopt?

49. 1. One click enrichment. Mock up preference centre with social signin

50. 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 - + + +

51. 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

52. 3. Create a pre to post sales process

53. 3. Create a pre to post sales process +50% of lost sales via remarketing

54. 4. Test. Test.. Test.. Automated Multivariate testing + 58 %

55. 4. Test. Test.. Test.. Automated Multivariate testing + 51 %

56. 5. Let Automation do the heavy lifting

57. 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

58. 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

59. Thank you, Good bye & Behave

60. NOW – MORNING TEA, BUBBLES AND PRIZES