Summary Objectives Strategy DigitalMarketing Proposition Mobile Marketing Social Media & Brand Reputation Actions Control
Objectives To increase our market share by 30% on the 20-30 years old women’s prepaid market in the first year. To increase awareness of the 3Pay offer by 100% in the first year. To increase the 3 brand awareness by 50% in the first year.
Digital Marketing Objectives Toengage 50% more 20-30 years old women online during the first 3 month of the campaign. (Sizzle-Extend the brand online) To grow by 100% the database email coverage during the first year of the campaign. (Speak-get closer to customers) Toincrease interaction by 100% during the first 3 months of the campaign with the online brand Three. (Serve-add value).
Strategy:The Brand Three: Personality: user-friendly telecom brand, affordable, comes with benefits for the users. Brand attributes: freedom, self-expression, youth, enjoyment, drive to do ‘impossible’. Emotional Benefits: ◦ Connectedness to the community ◦ Positive attitude towards life
StrategySegmentation: ◦ Mobile Intensives (23%) ◦ Mobile Casual (24%) ◦ Mobile Restrained (53%)Source: Business Wire 2010Prepay market in Ireland:70% of subscriptions, predominantly women.
StrategyTargeting: 20-30 years old women Urban and single Very social and outgoing Has a lot a free time Social media heavy usersOur insight:Young women wants to share about theirlife
StrategyPositioning:Three as a conversation brand. We want todifferentiate ourselves on the youngwomens segment. Online value proposition:
StrategyThe Sequence:1. Create Traffic: Advertising with Affiliates & Social Media.2. Engage: Audience creates content, reacts, share, interact. Creates Traffic and engagement.3. Convert: Audience is rewarded for participating and is presented all the benefits of 3Pay.
Digital Marketing Propositionv Establisment of a conversation platform named 3lives. § Concept § Tactic § The Br3ath system § Implementation § Challenges to implementation
Concept of 3Lives§ Conversation platform where women will talk about various aspects of their life§ Dependent on « User Generated Contents »§ Mixture between Glam.com & Twitter§ 3lives refers to three different lives § Personal life: perosnal issues and drives § Social life: interests to share § Emotional life: soft part of a woman’s life
Tactic of 3Lives§ Design: simple clean and minimalist§ User engagement process step by step: 1. Sign up or log in with Facebook Connect 2. User information will have to be added to the database 3. First connection will be rewarded with some « Br3ath points » 4. User can start posting topics, comment, « Like », dislike and vote.
The Br3ath system§ Point collection system refering to the notion of « lives »§ Aims are to engage users and foster user content generation and user conversion.
Br3ath system§ Each user will start with three breaths.§ Each user will be awarded for her contribution.§ Starting a topic- 3 points§ Commenting on a topic- 2 points§ Making someone member with reference- 2 points.§ To stop flooding and low quality topics, a negative point system will also be integrated. If any user ‘dislikes’ a topic, the topic poster will lose 3 points. Thus the ‘breath’ system will also be controlled by the users.§ Everyday, the highest breath gainer will be rewarded with a small amount of bonus balance on her 3pay connection.§ Certain amount of breath can be converted into products, discounts and vouchers.§ To get the benefit of breaths, the user must have a 3pay connection. However, without a 3pay connection, anyone still can be a member and participate fully, but to claim rewards she must be registered with a verified 3pay connection.
Implementation Navigation: Frontpage: A simple minimal page with log in/ sign up option, a Rubic’s cube displaying random tags, link to Youtube channel and 3’s advertisements. User page: Each user will also have her own page showing topics she started, topics she likes or comments on, and a personal messaging option. Log in page: Page showing two different log in options. Conversation page: Each topic will create a conversation page where the users can participate.
Challenge to implementation Categorization of the topics: relevancy Flooding with irrelevant posts and comments Dealing with 90-9-1 rule Convert users into 3pay consumers
Mobile Marketing Mobile Application:- Check the last top conversations, share, reply, interact.- Create your own conversation and share it on social media.- Log on with Facebook connect, check your profile and your Br3athes. - Use your Br3athes, switch to 3. - Available for iOS and androïd devices. Made for the “on the go” use, mobile app fits to our audience lifestyle. Expected to receive more visits than website. Will be marketed through: ◦ Appstores ◦ 3Lives.ie ◦ Featured posts ◦ Banner advertising on top irish apps
Social Media Facebook page Facebook application Brand Reputation Management
Facebook Page Tactic: ◦ Take advantage of our dependency over facebook. Design dialogue Enhance communication Provide 3lives users more service (widgets…) ◦ Major aspects: Interaction, entertainment, communication. ◦ Mottos: Listen, respond, engage
Facebook Application Helpthe people the find who of their friends are using our platform or getting them to encourage their friends to join.
Brand Reputation ManagementKey words: aware – addressed -control Company News Press Release Social Media Industry Awareness Consumer Response
ActionsTraffic building actions: Banner advertising Social Media advertising ◦ Facebook Ads ◦ Twitter promoted posts Featured Posts SEO