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20110927 permission based marketing
 

20110927 permission based marketing

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    20110927 permission based marketing 20110927 permission based marketing Presentation Transcript

    • Permission Based Services
    • O2 Priority Moments
      2
    • O2 Priority Moments is a revolutionary service for o2 mobile subscribers who can opt-in to receive mobile discount codes for a wide range of popular brands straight from their mobile phone.
      The offers provided consist of a combination of exclusive deals for O2 customers signed up by O2 Media and aggregated vouchers / deals from external databases / affiliates. The offers can be volume and/or time based.
      3
    • Genesis
      O2 has adjusted their proposition to be a connected service business
      They have relationships with both their users and the brands their users like to consume
      O2 has extensive analytics on their users demographic profiles
      The brain child was to bring the user and the brand together and create a loyalty program beyond their PAYGO Top up Surprises
      O2 Priority Moments concept was born to develop a platform that leveraged users locations and preferences so that relevant and priority moments could be brought to the user from their favorite brands.
      4
      Birth of the concept
      • Biggest campaign to fully tap location based features
      • Precision targeting through combination of customer’s profiles and current location
      5
      What’s new?
    • Show local offers depending on location
      Show local offers available around the location of the user
      6
    • Chose categories
      And customise the order in which they are displayed (e.g. Food, Beauty, Entertainment, Sport) etc)
      7
    • Display map/directions to the partners location
      8
    • Save favorite vouchers
      9
    • Share with friends
      Facebook
      Twitter
      Google+ (soon to come)
      10
      Social Sharing through:
    • Display and redeem voucher in store
      11
    • Link directly to partner
      A link to the partner’s mobile websites and websites makes it easy to redeem the voucher
      12
    • When no local offers are available location unspecific offers can be displayed
      13
    • Push notifications to keep users engaged
      Operators have the unique opportunity to approach customers proactively
      Precision Targeting by combining customer profiles and their current location
      + their current location
      + one-off opt-in
      14
    • The Result
      The successes so far
      200,000 downloads in the first couple of days
      Since July the app has been downloaded 1,2 Million times
      Have had ???? Redeemed – with an average redemption of ??? Per day
      It is 121 in the Apple store
      Average rating 4 stars
      The top vouchers are:
      • Dominos Pizza
      • O2 Retail
      • Pizza Hut
      • Holiday Inn
      • Toni and Guy
      15
    • Summary and Learning's
      Creating a service that will utilise the users data take a lot more thinking
      It would help if there was more rigid boundaries around what can and cannot be done
      O2 had a particularly complex job as they need to ensure they retain their users and the service did not damage user perception
      Needing to take in to account so many Merchants requirements
      Don’t take a project like this on lightly .
      16