Govt Presentation March 2010 V2 1


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Viva9 Canberra Presentation as part of the IPMG digital gov't presentation.

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Govt Presentation March 2010 V2 1

  1. 1. Building and Maximising Value from a consumer database March 2010 Matt Bateman MD Viva9 Pty Ltd Twitter: @matthieub
  2. 2. The Power of Social...
  3. 3. Agenda <ul><li>How to: </li></ul><ul><ul><li>build a deep-profiled email database. </li></ul></ul><ul><ul><li>Use email and online performance marketing to target key influencers and target demographics </li></ul></ul><ul><ul><li>Run bespoke research campaigns using already existing email databases. </li></ul></ul><ul><li>The Model </li></ul><ul><li>4 Simple Rules </li></ul><ul><li>ROI </li></ul>
  4. 4. Building a Database <ul><li>Build a relationship with someone </li></ul><ul><li>Communicate more effectively </li></ul><ul><li>Get over that awkward ‘getting to know you’ phase </li></ul><ul><li>Once someone has opted-in, then you can communicate with them and their peers for a relatively low cost </li></ul><ul><li>‘ Media’ cost is: </li></ul><ul><li>One upfront cost </li></ul>
  5. 5. How do you build an effective database? <ul><li>Quickest way to build a database? </li></ul><ul><li>An integrated promotion using TV and ATL media as well as online </li></ul><ul><li>Average cost-per-record? $20+ </li></ul>
  6. 6. Performance Marketing Model
  7. 7. Lifecycle of an eDM customer Initial Offer ‘ Dowlnoad Information’ ‘ Register for free’ $3 CPL un-targeted Profile Customer Commercial Rel’ship Continue conversation via Targeted eDM Build audiences Market to them Achieve end result – ROI
  8. 8. Meet Sandy Age: 40s <ul><li>Lives: Adelaide, SA </li></ul><ul><ul><li>- Married, Two Children </li></ul></ul><ul><ul><li>Household Income: $150k p.a </li></ul></ul>Worries about: Mortgage Paying for kids education MGB for the household Medium to Heavy Internet User Cares about: The Environment Education
  9. 9. Sandy’s Journey
  10. 10. Australia Post – Australian Lifestyle Survey <ul><li>35,000 signups in a six-week period across all demos in Australia </li></ul>Hi Sandy, Latest Survey Offer for Household Surveys members
  11. 11. Meet Rob <ul><li>Age: 23 </li></ul><ul><li>Bachelors Degree </li></ul><ul><li>Lives: </li></ul><ul><ul><li>Country NSW </li></ul></ul><ul><li>Huge online social network – 500+ connections </li></ul><ul><li>Likes to research best deals on line </li></ul><ul><li>Heavy Internet user </li></ul><ul><li>Infrequent consumer of network TV, radio or newspapers </li></ul><ul><li>Interested in – Deals, cool stuff </li></ul>
  12. 12. Survey Choice Landing Page
  13. 13. 4 Rules for generating an email database
  14. 14. Rule No.1 – Understand your target audience & aims <ul><li>Who are you trying to talk to? </li></ul><ul><li>How prepared are you for ongoing dialogue? </li></ul><ul><li>What does success look like? </li></ul><ul><ul><li>traffic to a Web site </li></ul></ul><ul><ul><li>a registration </li></ul></ul><ul><ul><li>request for information? </li></ul></ul><ul><ul><li>Sale? </li></ul></ul><ul><ul><li>A booking </li></ul></ul><ul><ul><li>A lead </li></ul></ul>
  15. 15. Rule no. 2 - 3Ts and an A <ul><li>Trust </li></ul><ul><li>Transparency </li></ul><ul><li>Truth </li></ul><ul><li>Accountability </li></ul>Source: Lee Hopkins 2009 – Better Communication Results
  16. 16. Rule 3 Optimise and test <ul><li>Continue to test: </li></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Creative (KISS works) </li></ul></ul><ul><ul><li>Landing pages and information flows </li></ul></ul><ul><li>Send users directly to the information they are after </li></ul><ul><li>Make email creative and banners effective and easy to use </li></ul><ul><li>Work with the right partners </li></ul>
  17. 17. Rule 4 – Once you’ve got them, don’t forget them <ul><li>Have database acquisition built in as part of your overall communications strategy </li></ul><ul><li>Ensure that you have a frequency in mind </li></ul><ul><li>5 x a day is probably too much, but monthly may not be enough </li></ul><ul><li>Work out how email ties in with other communications strategies </li></ul>
  18. 18. Building a database – cost effectively <ul><li>By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database </li></ul><ul><li>Only pay per registered user in the database within a pre-defined target market </li></ul><ul><li>A database that you can continue to market to via email and mobile </li></ul><ul><li>We can target via: </li></ul><ul><ul><li>Age, Sex, Geographic location, profession, interests </li></ul></ul>
  19. 19. Conclusions <ul><ul><ul><ul><li>You can build a targeted email/mobile database </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Deliver a message quickly and cost effectively </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use what you already have – are you getting the most out of current databases? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Key takeaway – this is simply the start of a relationship – can you maintain and grow it and Deliver true ROI? </li></ul></ul></ul></ul>
  20. 20. Questions?