20110927 permission based marketing


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20110927 permission based marketing

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