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Data powered user experience

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Antti Öhrling, Co-founder, Blyk
MMF, New York, 7 June 2010

Presentation on Blyk's data powered user experience in Mobile Marketing Association (MMA) event.

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Data powered user experience

  1. 1. Data powered user experience<br />AnttiOhrling, Co-founder, Blyk<br />MMF, New York, 7 June 2010<br />
  2. 2. 8/31/10<br />Presentation name / Author<br />2<br />Blyk = a messaging media company that works with mobile operators and advertisers to connect young people with the brands and stuff they like. <br />Live in the United Kingdom and the Netherlands, soon in India.<br />AnttiOhrling= Blyk Co-founder. Enthusiastic about mobile messaging being the best way to engage with consumers.<br />
  3. 3. Mobile banners – inadequately targeted – have low click-through rates and over 99% become obsolete wallpaper. Permission based, interactive and contextual messaging engages the audience.<br />Mobile banners *<br />Mobile messaging **<br />Do you prefer this <br />result? ^Y/N?<br />** Average Blyk response rate is 25%<br />Legend<br />= Click through<br />= Response<br />= Wastage<br />* Respose rates < 1%<br />Blyk shared #1: Member responses are great. When asking for feedback, one member replied: “It feels like blyk is now part of my life”<br />
  4. 4. Active opt-in is an important contract between the member and Blyk – and it is all in plain text<br />Blyk member profile<br />When you join, Blyk will ask you some questions about yourself. There are two reasons for doing this:<br />Firstly, the more Blyk learns about you, the more it can tailor the messages you’ll get to suit you. So you’ll get more messages about things you care about and fewer things you don’t.<br />Secondly, Blyk brands want to know more about young people – this is one of the reasons that Blyk is only for 16-29 years olds. Blyk uses the information that you give to help Blyk brands to improve their products and advertising.<br />Blyk shared #2: Blyk’s net advocacy has been measured to be higher than all UK operators and social network sites! <br />
  5. 5. Knowing the members is turned into meaningful conversations and good response rates <br />21%<br />Click to WAP<br />62%<br />Still doing ‘The Green Thing’<br />3 months later<br />Blyk shared #3: Even if we don’t ask for response in the ad, we tend to get a good bunch of unprompted feedback!<br />
  6. 6. Daily inflow of member reactions and other behaviour indications are used to optimize the Blyk media format<br />Text analysis of responses to a campaign asking Blyk members about their experience on Blyk. Visualisation through Wordle (www.wordle.net)<br />Blyk shared #4: Members react quickly to Blyk ads! 50% of the responses received within three minutes after the campaign start.<br />
  7. 7. Blyk is not in a business of creating a monster data base of all times. We’d rather ask our member right now and act immediately. <br />Example 1<br />Question is great way to start a conversation<br /><ul><li>It raises interest
  8. 8. It can be used to limit the target group
  9. 9. Answers build up a fresh profile of the member</li></ul>Blyk shared #5: “All of it like having a serious relationship with glossy magazine”<br />
  10. 10. Blyk is not in a business of creating a monster data base of all times. We’d rather ask our member right now and act immediately. <br />Example 2<br />Blyk shared #5: “All of it like having a serious relationship with glossy magazine”<br />
  11. 11. Merging data innovatively into information and insight<br />Blyk member profile <br />-who you are and what you like<br />Freshness of the data<br />+<br />Information and insight<br />Dynamically built profile +<br />-previous answers and behaviour<br />=<br />+<br />Current profile<br />-answers right here & now<br />
  12. 12. High response rates turn into high ROI<br />Advertising response rates <br />Cost per response <br />(£) <br />(%) <br />Source: Company. <br />Blyk shared #6: “Blyk has kept me up to date with everything and I haven’t been falling behind on all the latest movies, games,…” <br />
  13. 13. Relationship turns into sales once trust has been established in a high response rate environment <br />Lucozade campaign in UK<br />Blyk generated 35% of the coupon redemptions with only 1% of the media spend.<br />Blyk shared #7: “When no one else text me its actually like blyk is a friend. At least they care!”<br />
  14. 14. Data is best fresh! Do not fill your database with old and/or unused information<br /> Member profile freshness<br /><ul><li>Asking members only if there is a foreseeable usage in campaigns and targeting
  15. 15. Differentiating between explicit and implicit profile information
  16. 16. Depreciating information over time and deleting the profile information once obsolete</li></ul>Blyk shared #8: ” The warm fuzzy feeling whenever i hear the familiar ring signifying a new message…”<br />
  17. 17. Privacy is the ability of an individual to reveal him- or herself selectively. It is everyone’s right to set the limits <br />8/31/10<br />Presentation name / Author<br />13<br />Privacy is the ability of an individual to reveal him- or herself selectively. And it is everyone’s right to set the limits. <br />
  18. 18. 14<br />
  19. 19. Transparency with data is a must. And privacy is tomorrow’s currency. <br />Dopplrlets you download your data in a convenient zip format or as javascript objects. It is your data!<br />There are no additional hurdles to join a service as you are able to leave anytime.<br />Blyk shared #9: “Oh and i also like these random texts you send me with multiple answer questions where i can learn some new information haha”<br />
  20. 20. Successful data powered user experience in mobile needs:<br />1) Active opt-in<br />2) Transparent privacy principles<br />3) Merging data innovatively into information and insight<br />4) Sharing the benefits with users<br />5) Keeping the data fresh <br />
  21. 21. Thank You!Dank U!धन्यवाद!Kiitos!<br />AnttiÖhrling<br />Blyk, Co-founder<br />antti@blyk.com<br />www.blyk.com<br />

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