Database-Building via Performance Marketing June 2009 Matt Bateman MD Viva9 Pty Ltd

Agenda Performance Marketing Building and maintaining interest in a database Cost-effective Database generation Keeping an audience interested Key Aims: Engage with core customers Develop Interest group Rewards Program? Research Developing a social media strategy

Performance Marketing

Building and maintaining interest in a database

Cost-effective Database generation

Keeping an audience interested

Key Aims:

Engage with core customers

Develop Interest group

Rewards Program?

Research

Developing a social media strategy

The Company: Viva9 Australia’s Leading performance marketing network We provide sales and revenue generating services for our publisher and affiliate partners. Our focus is to aggregate traffic via our network partners and Viva 9 owned products, then optimise this traffic and opportunities for advertisers.

Australia’s Leading performance marketing network

We provide sales and revenue generating services for our publisher and affiliate partners.

Our focus is to aggregate traffic via our network partners and Viva 9 owned products, then optimise this traffic and opportunities for advertisers.

Key Points Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from; - Pay only when the objective of the campaign has been achieved; - Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking; - Full approval of publishers/websites running the campaign. No Blind Buys.

Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from;

- Pay only when the objective of the campaign has been achieved;

- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;

- Full approval of publishers/websites running the campaign. No Blind Buys.

Building a database – cost effectively 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 Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing We can guarantee that a customer will only pay for members within their pre-defined target market Cost-Per-Lead = $3 per lead for a targeted database A database that you can continue to market to via email and mobile We can target via: Age, Sex, Geographic location

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

Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing

We can guarantee that a customer will only pay for members within their pre-defined target market

Cost-Per-Lead = $3 per lead for a targeted database

A database that you can continue to market to via email and mobile

We can target via:

Age, Sex, Geographic location

Maintaining Interest What can Beauty/healthcare clients offer consumers? Great content around skin-care and beauty Expand to health and well-being generally Ask the consumer – do they want: Samples Opportunities to try new products Competitions We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online

What can Beauty/healthcare clients offer consumers?

Great content around skin-care and beauty

Expand to health and well-being generally

Ask the consumer – do they want:

Samples

Opportunities to try new products

Competitions

We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online

Rewarding Customers Getting to key influencers If you reward the ‘sneezers’ amongst your audience, as well as bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way 3Ts and an A: TRUTH TRUST TRANSPARENCY ACOUNTABILITY In this space, you need to commit to regular communication, or not at all.

Getting to key influencers

If you reward the ‘sneezers’ amongst your audience, as well as bloggers and social media users who have strong audiences in your core demographic, you can develop a strong brand online and in social media, but it has to be done the right way

3Ts and an A:

TRUTH

TRUST

TRANSPARENCY

ACOUNTABILITY

In this space, you need to commit to regular communication, or not at all.

Performance Marketing Tracking – how it works Live reporting

CAMPAIGN EXAMPLES

Case Study – Coca Cola CPL Program Driving a DB for coke Focus on families interested in holidays Over 30,000 names in a database in 2 weeks

CPL Program

Driving a DB for coke

Focus on families interested in holidays

Over 30,000 names in a database in 2 weeks

Case Study – Avon We have helped Avon build up their network of representatives Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs

We have helped Avon build up their network of representatives

Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs

Australia Post /FDS – Database build Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys. Delivery Channel – C ombination of targeted eDM, using quality opt- in databases, and banner placement, through s elected affiliates within the Viva9 network. Results – Both surveys were completed well ahead of schedule.

StrawberryNet

KEY TRAFFIC SOURCES New Opportunities

New Opportunities

Survey Choice

LOYALTY PROGRAMME Integrated Network Loyalty Programme 120,000+ Member Database New member every 3 minutes

Integrated Network Loyalty Programme

120,000+ Member Database

New member every 3 minutes

New revenue streams – Facebook Advertising as a traffic driver 200 apps In 1 weekend 18 Apps for platinum cards in one week

200 apps

In 1 weekend

18 Apps for

platinum cards in one week

Major Influence in Ripples

Rippling same content

Long Tail of Ripples

Social Media and Performance Advertising At this stage, affiliates/publishers are driving acquisition in social media Facebook already has profiling and targeting capability My Space new tools announcement will be interesting Social media looks more attractive, as search becomes more expensive Is information-gathering changing? Twitter and Search combination could be a game-changer

At this stage, affiliates/publishers are driving acquisition in social media

Facebook already has profiling and targeting capability

My Space new tools announcement will be interesting

Social media looks more attractive, as search becomes more expensive

Is information-gathering changing?

Twitter and Search combination could be a game-changer

Conclusions A database is just a start – don’t waste the investment you have made in your customers and potential customers 3Ts and an A The Ripple Effect in social media Be very clear about your objectives from the start Be CONSISTENT

A database is just a start – don’t waste the investment you have made in your customers and potential customers

3Ts and an A

The Ripple Effect in social media

Be very clear about your objectives from the start

Be CONSISTENT

Matt Bateman Viva9 Level 2, 62-64 Riley Street East Sydney Phone: 61 2 9368 6850 Email: [email_address] Twitter: viva9australia matthieub Contact Details

Matt Bateman

Viva9

Level 2, 62-64 Riley Street East Sydney

Phone: 61 2 9368 6850

Email: [email_address]

Twitter: viva9australia

matthieub