The document outlines a digital marketing strategy for a mobile brand called Three. The objectives are to increase market share, awareness, and brand awareness among 20-30 year old women. The strategy involves establishing an online conversation platform called 3Lives where women can discuss different aspects of their lives. Users earn points called "breaths" for contributing content and can redeem points for rewards. A mobile app will also be created to engage users on the go. Social media like Facebook will be used to promote the platform and brand. Traffic building actions like advertising and SEO are outlined. Success will be measured through brand metrics like traffic, sales, and popular discussion topics.

2. Summary
— Objectives
— Strategy
— DigitalMarketing Proposition
— Mobile Marketing
— Social Media & Brand Reputation
— Actions
— Control

3. 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.

4. 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).

5. 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

6. Strategy
Segmentation:
◦ Mobile Intensives (23%)
◦ Mobile Casual (24%)
◦ Mobile Restrained (53%)
Source: Business Wire 2010
Prepay market in Ireland:
70% of subscriptions, predominantly women.

7. Strategy
Targeting:
— 20-30 years old women
— Urban and single
— Very social and outgoing
— Has a lot a free time
— Social media heavy users
Our insight:
Young women wants to share about their
life

8. Strategy
Positioning:
Three as a conversation brand. We want to
differentiate ourselves on the young
women's segment.
— Online value proposition:

9. Strategy
The 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.

10. Digital Marketing Proposition
v Establisment
of a conversation platform
named 3lives.
§ Concept
§ Tactic
§ The Br3ath system
§ Implementation
§ Challenges to implementation

11. 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

14. 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.

15. 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.

17. 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.

18. 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.

21. 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

22. 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

23. Social Media
— Facebook page
— Facebook application
— Brand Reputation Management

24. 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

25. Facebook Application
— Helpthe people the find who of their
friends are using our platform or getting
them to encourage their friends to join.

26. Brand Reputation Management
Key words: aware – addressed -
control
— Company News
— Press Release
— Social Media
— Industry Awareness
— Consumer Response

27. Actions
Traffic building actions:
— Banner advertising
— Social Media advertising
◦ Facebook Ads
◦ Twitter promoted posts
— Featured Posts
— SEO

28. Actions
Affiliate strategy:
http://www.cosmopolitan.com/
http://www.allure.com/
http://www.glamour.com/
http://www.glam.com/
http://www.elle.com/
http://www.ivillage.com/
http://www.fashionmagazine.com/
http://www.glamourmagazine.co.uk/
http://www.graziadaily.co.uk/
http://www.closeronline.co.uk/

29. Measurement/Control
— Brand metrics
◦ Traffic: Quantification/Qualification
◦ Sales
◦ Top subjects ranking

30. Thank You.