Database-Building via Performance Marketing June 2009 Matt Bateman  MD  Viva9 Pty Ltd
Agenda  <ul><li>Performance Marketing  </li></ul><ul><li>Building and maintaining interest in a database  </li></ul><ul><l...
The Company: Viva9 <ul><li>Australia’s Leading  performance marketing network  </li></ul><ul><li>We provide sales and reve...
Key Points <ul><li>Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with ben...
Building a database – cost effectively <ul><li>By using a combination of email marketing (eDM) and Web traffic, including ...
Maintaining Interest  <ul><li>What can Beauty/healthcare clients offer consumers?  </li></ul><ul><ul><li>Great content aro...
Rewarding Customers  <ul><li>Getting to key influencers  </li></ul><ul><ul><li>If you reward the ‘sneezers’ amongst your a...
Performance Marketing Tracking – how it works Live reporting
CAMPAIGN EXAMPLES
Case Study – Coca Cola <ul><li>CPL Program </li></ul><ul><li>Driving a DB for coke </li></ul><ul><li>Focus on families int...
Case Study – Avon  <ul><li>We have helped Avon build up their network of representatives </li></ul><ul><li>Over 7,000 qual...
Australia Post /FDS – Database build Objective  -  To build an annual survey panel of approximately 150,000 unique members...
StrawberryNet
KEY TRAFFIC SOURCES <ul><li>New Opportunities  </li></ul>
Survey Choice
 
 
 
LOYALTY PROGRAMME <ul><li>Integrated Network Loyalty Programme </li></ul><ul><li>120,000+ Member Database </li></ul><ul><l...
New revenue streams – Facebook Advertising as a traffic driver  <ul><li>200 apps  </li></ul><ul><li>In 1 weekend </li></ul...
Major Influence in Ripples
Rippling same content
Long Tail of Ripples
Social Media and Performance Advertising  <ul><li>At this stage, affiliates/publishers are driving acquisition in social m...
Conclusions  <ul><li>A database is just a start – don’t waste the investment you have made in your customers and potential...
<ul><li>Matt Bateman  </li></ul><ul><li>Viva9 </li></ul><ul><li>Level 2, 62-64 Riley Street East Sydney </li></ul><ul><li>...
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Primped Web Seminar Matt Bateman Database Marketing

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Primped Web Seminar Matt Bateman Database Marketing

  1. 1. Database-Building via Performance Marketing June 2009 Matt Bateman MD Viva9 Pty Ltd
  2. 2. Agenda <ul><li>Performance Marketing </li></ul><ul><li>Building and maintaining interest in a database </li></ul><ul><li>Cost-effective Database generation </li></ul><ul><li>Keeping an audience interested </li></ul><ul><li>Key Aims: </li></ul><ul><ul><li>Engage with core customers </li></ul></ul><ul><ul><li>Develop Interest group </li></ul></ul><ul><li>Rewards Program? </li></ul><ul><li>Research </li></ul><ul><li>Developing a social media strategy </li></ul>
  3. 3. The Company: Viva9 <ul><li>Australia’s Leading performance marketing network </li></ul><ul><li>We provide sales and revenue generating services for our publisher and affiliate partners. </li></ul><ul><li>Our focus is to aggregate traffic via our network partners and Viva 9 owned products, then optimise this traffic and opportunities for advertisers. </li></ul>
  4. 4. Key Points <ul><li>Commission Monster gives advertisers the ability to conduct pure pay per performance campaigns with benefits from; </li></ul><ul><li>- Pay only when the objective of the campaign has been achieved; </li></ul><ul><li>- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking; </li></ul><ul><li>- Full approval of publishers/websites running the campaign. No Blind Buys. </li></ul>
  5. 5. Building a database – cost effectively <ul><li>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 </li></ul><ul><li>Cost-Per-Lead program – only pay per registered user in the database this eliminates the risk from your online marketing </li></ul><ul><li>We can guarantee that a customer will only pay for members within their pre-defined target market </li></ul><ul><li>Cost-Per-Lead = $3 per lead for a targeted database </li></ul><ul><li>A database that you can continue to market to via email and mobile </li></ul><ul><li>We can target via: </li></ul><ul><ul><li>Age, Sex, Geographic location </li></ul></ul>
  6. 6. Maintaining Interest <ul><li>What can Beauty/healthcare clients offer consumers? </li></ul><ul><ul><li>Great content around skin-care and beauty </li></ul></ul><ul><ul><li>Expand to health and well-being generally </li></ul></ul><ul><ul><li>Ask the consumer – do they want: </li></ul></ul><ul><ul><ul><li>Samples </li></ul></ul></ul><ul><ul><ul><li>Opportunities to try new products </li></ul></ul></ul><ul><ul><ul><li>Competitions </li></ul></ul></ul><ul><ul><li>We can interrogate the database regularly to find the key trigger points, and also engage the consumer more regularly via social media and online </li></ul></ul>
  7. 7. Rewarding Customers <ul><li>Getting to key influencers </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>3Ts and an A: </li></ul></ul><ul><ul><ul><li>TRUTH </li></ul></ul></ul><ul><ul><ul><li>TRUST </li></ul></ul></ul><ul><ul><ul><li>TRANSPARENCY </li></ul></ul></ul><ul><ul><ul><li>ACOUNTABILITY </li></ul></ul></ul><ul><ul><li>In this space, you need to commit to regular communication, or not at all. </li></ul></ul>
  8. 8. Performance Marketing Tracking – how it works Live reporting
  9. 9. CAMPAIGN EXAMPLES
  10. 10. Case Study – Coca Cola <ul><li>CPL Program </li></ul><ul><li>Driving a DB for coke </li></ul><ul><li>Focus on families interested in holidays </li></ul><ul><li>Over 30,000 names in a database in 2 weeks </li></ul>
  11. 11. Case Study – Avon <ul><li>We have helped Avon build up their network of representatives </li></ul><ul><li>Over 7,000 qualified leads delivered in 2009 alone via performance-based eDMs </li></ul>
  12. 12. 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.
  13. 13. StrawberryNet
  14. 14. KEY TRAFFIC SOURCES <ul><li>New Opportunities </li></ul>
  15. 15. Survey Choice
  16. 19. LOYALTY PROGRAMME <ul><li>Integrated Network Loyalty Programme </li></ul><ul><li>120,000+ Member Database </li></ul><ul><li>New member every 3 minutes </li></ul>
  17. 20. New revenue streams – Facebook Advertising as a traffic driver <ul><li>200 apps </li></ul><ul><li>In 1 weekend </li></ul><ul><li>18 Apps for </li></ul><ul><li>platinum cards in one week </li></ul>
  18. 21. Major Influence in Ripples
  19. 22. Rippling same content
  20. 23. Long Tail of Ripples
  21. 24. Social Media and Performance Advertising <ul><li>At this stage, affiliates/publishers are driving acquisition in social media </li></ul><ul><li>Facebook already has profiling and targeting capability </li></ul><ul><li>My Space new tools announcement will be interesting </li></ul><ul><li>Social media looks more attractive, as search becomes more expensive </li></ul><ul><li>Is information-gathering changing? </li></ul><ul><li>Twitter and Search combination could be a game-changer </li></ul>
  22. 25. Conclusions <ul><li>A database is just a start – don’t waste the investment you have made in your customers and potential customers </li></ul><ul><li>3Ts and an A </li></ul><ul><li>The Ripple Effect in social media </li></ul><ul><li>Be very clear about your objectives from the start </li></ul><ul><li>Be CONSISTENT </li></ul>
  23. 26. <ul><li>Matt Bateman </li></ul><ul><li>Viva9 </li></ul><ul><li>Level 2, 62-64 Riley Street East Sydney </li></ul><ul><li>Phone: 61 2 9368 6850 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: viva9australia </li></ul><ul><li>matthieub </li></ul>Contact Details

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