This includes three presentations from international brands FOX Sports, MTV and Living Social on how they are implementing mocial marketing programs - mobile, social, local and email.
Thi\e session was part of the Silverpop APAC Masterclass Breakfast held in Sydney, Australia on September 30, 2011.
5. 5 Mobile Extend customer’s purchase window Allows purchases, social sharing & Redemptions on the go Extend premium product experience Optimised for iPhone, iPad and Android
6. 3rd largest Facebook community in Australia! 6 Approx. 710,000 strong “I Love” communities Strategic investment for LivingSocial / Jump On It Foursquare partnership High engagement tool & rich source of UGC Social 279, 583 fans 168,068 fans 63,874 fans 59,788fans 44,503 fans 42,612 fans 49,587 fans Others
8. From local deals to international getaways 8 Daily deals space is email marketing at its best 1.9M+ subscribers 40+ Markets 2M+ emails sent every day! Inbox supremacy Email is King! - continues to be the primary revenue generator Email
9. Hyperlocal strategy has benefits for merchants and customers alike 9 ‘Hyper’ Local For Merchants Attract local customers More repeat customers as distance is a non-issue Better capacity planning due to smaller exposure For Consumers Promote local businesses Opportunity to trial more establishments in their area Convenience
13. Source: Google social media research Fat bastard is a thinker "I eat because I'm unhappy and I'm unhappy because I eat. It's a vicious cycle.” In digital publishing we need to know what feeds us…
14. Source: Google social media research Social = awareness Likes don’t pay the bills, interactions do. Who do want to do the influencing? What do you want the ‘influenced’ to do?
15. Source: Google social media research Mobile = anytime IRB World Cup getting 3X traffic to mobile than website USA peers get more traffic to mobile than PC today >50% of mobile activity is now in apps Audiences are mobile, but still push to TV core Nielsen: Australian Internet & Technology Report 2010
16. Source: Google social media research Local = my tribe Sport fans “local” is not just geography Local is “my people” Wear my colours Talk my language We love and hate together Players and teams, but also other codes Products must then become personalised and immersive Nielsen: Australian Internet & Technology Report 2010
17. Source: Google social media research Email = personal Yet over a quarter are impersonal/commercial Must respect our subscriber’s time Must be about the user’s needs, not ours How relevant How personal Meet identified needs Avoid dislikes Coordinate with other comms Nielsen: Australian Internet & Technology Report 2010
19. Mocial Panel Presentations & Discussion Colin Blake Director Marketing, Communications & Artist/Talent Relations MTV Networks Australia & New Zealand
20. Mocial Panel Presentations & Discussion Colin Blake Director Marketing, Communications & Artist/Talent Relations MTV Networks Australia & New Zealand
21. We Know Music and Youth… ... “in a world gone Mocial – Mobile, Social, Local and Email”.
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23. MTV ranked within top 5 General Entertainment TV channels among core viewers aged 16-29
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25. PARTNERSHIPS ARE KEY
26. Final Thoughts…. Consumers are loyal to brands not platforms. 56 Million Mobile devices in Aus by 2015 (2.4 per cap.) 6 out of 10 people would answer their phone while having sex!
43. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.
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45. Prize: One economy class airfare return to Bangkok, Thailand flying Thai Airways International from Sydney. Total value $2,264.
46. How to Win! Prize 1 Hoyts x 5 Double Movie Passes Check in to FourSquare or Facebook at Silverpop Master Class Prize 2 Hoyts Reward Packs x 5 (doubles) Business Card Draw Prize 3 Neverfail Art Cooler Email masterclass@silverpop.com.au Prize 4 RedBalloon Mini Stunt Driving Best Tweet using #spopmcsyd Prize 5 Thai Return Flight to Bangkok SMS Your ‘Name’ and ‘Company Name’ to 0416 905 797 NSW PERMIT NUMBER: LTPS/11/09036
47. 5 Tips in 5 Minutes Michael Twomey Head of Strategy Silverpop APAC
48. 5 Tips in 5 Minutes Which ones will you adopt?
49. 1. One click enrichment. Mock up preference centre with social signin
57. Which ones will you adopt? One click enrichment Scoring to drive next steps Pre to post sales process Test. Test.. Test… Let automation do the heavy lifting
58. How to Win! Prize 1 Hoyts x 5 Double Movie Passes Check in to FourSquare or Facebook at Silverpop Master Class Prize 2 Hoyts Reward Packs x 5 (doubles) Business Card Draw Prize 3 Neverfail Art Cooler Email masterclass@silverpop.com.au Prize 4 RedBalloon Mini Stunt Driving Best Tweet using #spopmcsyd Prize 5 Thai Return Flight to Bangkok SMS Your ‘Name’ and ‘Company Name’ to 0416 905 797 NSW PERMIT NUMBER: LTPS/11/09036
• Our mobile strategy allows us to extend the customer's purchase window: customers want and need to be able to purchase when it is convenient for them.• Allows purchases on the go, any time of day. Many of our deals are social, and require coordination with others before purchasing. It would be ridiculous to only allow a purchase of deal while a customer is sitting in front of a computer - which for some people is only in the morning and at night.• Our mobile strategy extends our product - and not just miniaturizes it to fit on a smaller screen - which is a common trap for many companies.
It engages fans directly by making the experience very individual. At the same time it gives fans a feeling of being a part of a community where they can comment and exchange ideas Daily deals posted and purchases tracked
Post Daily DealsDiscuss community needsLight hearted engagementsEncourage WOM via Social Sharing!
LivingSocial Australia operates in 40+ marketsSydney made up of 7 markets – Citywide, Eastern Suburbs, Inner West, Greater West, Northern Suburbs, Northern Beaches, SouthernSimilar structure of other metros
Without thinking of the context of mobile users we miss our opportunity.With the game on TV/live is very different to catch up with a match I missed overnight.On the way to work or between meetings is very different to sitting on sofa or at the pub.