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Virgin mobile presentation_sydney

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Transcript

  • 1. Fair Go BroDavid ScribnerHead of Virgin Mobile Australia
  • 2. The story so far …
  • 3. Data monetisation an industrychallenge…. ARPU flat tofalling…. network investmentrequired by all in preparation for 4GMarket contextServices at 130%penetrationSmartphonepenetrationin Australia is 64%40% increase since lastyear*Google – One Mobile Planet Survey: Australia - May 12Market in revenue decline
  • 4.  Using social to connect
  • 5. Predictive Time is measured in secondsonline. Know yourcommunity and anticipatetheir questions.InterpretiveGo beyond stated needs toanticipate customer needs.IntuitiveWhat would your audiencelike to see?Beyond one-dimensional listening
  • 6. Social Media strategy231Bestcustomerservice onthe webCustomerLoyaltyInnovativecustomermarketingcampaigns
  • 7. Walking the talk◦Reasons to believe
  • 8. Fairness in our product
  • 9. Make sure your product lives up to your promise Plan simplification. From 19 plans down to 5.
  • 10.  Amplification
  • 11. Introducing our very own rebel
  • 12.  Start with a great idea Create intrigue Drive organic conversion Amplify and extendwith traditional mediaSocial by design
  • 13.  Who is Doug? Organic conversion Like Doug Little paid mediaA phased, carefully planned approach6 weeks4 weeksCreateIntrigueGenerateAwareness &EngagementProvokeConsideration2 31DriveAcquisition44 weeks…2 weeksBut it ended uphappening in 2 days…Announce DougDrive ParticipationCall for EntourageATL media supportfor mass awarenessDrive considerationWhy Virgin MobileAmplify and extendElongate media& broaden appealRetail activationTactical promoRetainingCustomersOngoing…Customer exclReward loyaltySurprise & delight5
  • 14. With opportunities for engagement
  • 15. We even renamed Pitt Street
  • 16. Well … almost
  • 17. And here’s how it all came together
  • 18. The results have blown us away
  • 19. And it’s translated into strong growth
  • 20.  Thank you and Questions