Fair Go BroDavid ScribnerHead of Virgin Mobile Australia
The story so far …
Data monetisation an industrychallenge…. ARPU flat tofalling…. network investmentrequired by all in preparation for 4GMark...
 Using social to connect
Predictive Time is measured in secondsonline. Know yourcommunity and anticipatetheir questions.InterpretiveGo beyond stat...
Social Media strategy231Bestcustomerservice onthe webCustomerLoyaltyInnovativecustomermarketingcampaigns
Walking the talk◦Reasons to believe
Fairness in our product
Make sure your product lives up to your promise Plan simplification. From 19 plans down to 5.
 Amplification
Introducing our very own rebel
 Start with a great idea Create intrigue Drive organic conversion Amplify and extendwith traditional mediaSocial by de...
 Who is Doug? Organic conversion Like Doug Little paid mediaA phased, carefully planned approach6 weeks4 weeksCreateIn...
With opportunities for engagement
We even renamed Pitt Street
Well … almost
And here’s how it all came together
The results have blown us away
And it’s translated into strong growth
 Thank you and Questions
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
Virgin mobile presentation_sydney
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Virgin mobile presentation_sydney

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Virgin mobile presentation_sydney

  1. 1. Fair Go BroDavid ScribnerHead of Virgin Mobile Australia
  2. 2. The story so far …
  3. 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. 4.  Using social to connect
  5. 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. 6. Social Media strategy231Bestcustomerservice onthe webCustomerLoyaltyInnovativecustomermarketingcampaigns
  7. 7. Walking the talk◦Reasons to believe
  8. 8. Fairness in our product
  9. 9. Make sure your product lives up to your promise Plan simplification. From 19 plans down to 5.
  10. 10.  Amplification
  11. 11. Introducing our very own rebel
  12. 12.  Start with a great idea Create intrigue Drive organic conversion Amplify and extendwith traditional mediaSocial by design
  13. 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. 14. With opportunities for engagement
  15. 15. We even renamed Pitt Street
  16. 16. Well … almost
  17. 17. And here’s how it all came together
  18. 18. The results have blown us away
  19. 19. And it’s translated into strong growth
  20. 20.  Thank you and Questions

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