1. NETELLER social
media sales
channel strategy
United Kingdom
market
Presented by Limitless
Marketing Agency
Tuesday, December
2nd, 2014 - 8:00pm

2. Agency Intro
Limitless Marketing Agency
At Limitless Marketing Agency, we
believe in providing the best possible
information for our clients. That's why we eat,
drink, and sleep thinking about marketing. For
us, "good enough" is never good enough.
1 Client.
10 Marketers.
Limitless Possibilities.

3. Executive
Summary
You asked us to look at social media, and that’s what we did. But first, we need to do a little bit of groundwork:
E-Commerce Spending
Alternative payments are payments that do not include credit or debit cards. They are taking off in three key markets: Gaming and gambling, online
video games, and digital content. Since Optimal Payments has thoroughly saturated the gaming and gambling market, it makes sense to focus on
the next biggest market, online video games. Luckily for us, Social Gaming is a breakout industry in terms of popularity and revenue.
The Problem
One challenge for some of those that fall within Gen Z, which are youth aged 8-16, don’t see the money they spend online. Parents in the UK are
trying to teach their kids financial responsibility from a younger age to combat this. Parents also believe that they need help from technology
companies to teach their children. This is where Optimal Payments comes in.
The Solution
Overall, youth in the UK are spending £30 million a month without their parents’ permission because they have access to their credit cards. An
average 8 year old spends £60 pounds without their parent’s permission. Optimal Payments can offer parents a way to educate their kids about the
value of money, and the security of knowing that their money is safe; it can offer kids the freedom that comes with having direct access to their own
money. Together, it offers them independence.
An incentive for youth to set up a virtual Net+ Card is that they can receive £10 deposited into their account when the first £100 is deposited. This
promotion will be placed on the top gaming sites being played by youth and therefore Optimal Payments can attract thousands of new customers.
The Plan
Our social media plan centres around education. We need to educate consumers via social listening and communication, visuals and infographics,
and blogs. We can catch parents on forums like CaféMom, Mumsnet, and more. We can educate youth via gaming sites like Steam and King, and
on their mobile games.
Through social gaming, Optimal Payments can use social media both as an advertising mechanism and as a revenue stream.

4. Contents
E-COMMERCE 5-7
NETELLER MARKET SHARE 8
INDUSTRY ANALYSIS 9-10
THE PROBLEM 11-13
Youth Spending on Games & Apps 12
Control 13
THE OPPORTUNITY 14
THE SOLUTION 15
HOW OPTIMAL PAYMENTS CAN HELP 16
Net+ Card 17
Behaviours of Parents 18
Devices / Time 19
SEGMENTATION 20
Youth 21-24
2015 UK SOCIAL MEDIA PLAN 25
GLOBAL BENCHMARKING 26-28
CRITICAL SUCCESS FACTORS 29
Different Content Form 29
Gamification 30-31
Education 32-34
PARENTS ONLINE 35-36
TOP YOUTH GAMING SITES 37
Ads & Smartphones 38
Incentives for Youth 39
THE LANDING PAGE 40-42
TYPES OF SOCIAL MEDIA TO USE 43
KEY MESSAGING 44
KPI’s 45
MERCHANT CONTRACTS 46

5. E-Commerce
Spending
Largest portion of
Alternative Payment
methods are Gaming &
Gambling, Adult, Video
Games and Digital Content
(WorldPay, 2014, p. 21)
Alternative Payments (AP):
Any form of payment that
does not include debit and
credit cards.
Gaming & Gambling:
Gambling sites related, but not limited to
card games, gambling and sports betting.
Video Games:
Purchases related, but not limited to
computer, console, and mobile games
applications (example: Candy Crush, Call
of Duty, World of Warcraft)
0
5
10
15
20
Utilized an AP to Purchase
Gov.,
Education
&
Utilities
Retail
regional
/local
TravelAirlinesInsurance
&
Financial
ServicesTicketing
&
Entertaining
TelecomGlobal
Retail
Digital
Content
Video
Games
AdultGaming
&
Gambling
Percent
In which verticals is AP taking off?
*In this study conducted by World Pay, respondents were able to choose multiple categories in which
they use multiple payments.There is a statistical variance of +/- 3.
WorldPay, 2014
5

6. E-Commerce
Spending
Gambling Website Payment Methods : 31 Most Popular
Gambling Websites Visited
• Out of the top 31 gambling sites in the UK that were reviewed, Neteller is on 28/31
• Neteller is widely available in the gambling market
0
5
10
15
20
25
31
Neteller
Skrill
PayPal
Visa
M/C
Maestro
UKash
Paysafe
(Limitless, 2014)
6

7. E-Commerce
AP Growth
Alternative payments used in the
video game industry are expected to
rise 5%, while the Gambling industry
is expected to drop 5%
Online Alternative Payments as a
Percentage of Total Transaction
Value within an Industry
0
10
20
30
40
50%
Gaming &
Gambling
Video
Games
34
29
36
41
31
36
Digital
Content
Today
2015
Percent
(WorldPay, 2014)
7

8. Neteller Market
Share of AP’s
Market share of AP schemes
by country (major markets)
100%
80
60
40
20
0
There are eight different alternate payment methods that
are the most used in the United Kingdom
The most popular alternate payment methods in the United Kingdom
are
Click & Buy - 7%
Neteller - 7%
Checks - 7%
COD - 7%
Offline Credit Transfer - 7%
Skrill - 16%
Direct Debits - 7%
Paypal - 42%
(WorldPay, 2014, p. 31)
Neteller’s market share is
about 7% for total alternative
payment sales.
PayPal
Other eWallet
Direct Debits
Offline credit transfer
Paper
Money
bookers
/ Skrill
COD
Checks
Neteller
Click & Buy
UK
(WorldPay, 2014)
8

9. Industry
Analysis
Video Gaming
UK Video Game Stats:
1. Out of the 64.1 million people that live in the UK,
32.9 million people (82% of the 8-65 year old online
population) play games
2. Social games are more than twice as
engaging as other sources of media
3. These social media games are the second most
popular type of game
4. 72% of gamers do so socially, whether with
friends, family, or people they met online
(Wallington, 2011)
(Euromonitor International, 2014)
Sales of Video Games by Category: Value 2008 - 2013
Trends
• Video games in the UK have grown 7% since 2013
to become a £2.9 billion industry
• Online purchases in the UK are taking away from
physical sales
• Gaming on social network sites such as Facebook
is declining as consumers transition from online
gaming to mobile gaming. The rise of this trend has
led to more people playing casual social games and
there has been a surge in the industry as a result
• More consumers are downloading games versus
buying the physical product
(Euromonitor International, 2014)
• Mobile Games increased by £339.9 million over 5 years
There is an obvious growth in consumer spending on the
gaming industry in the UK. It is broken down as follows:
0
200
400
600
800
1000
PC and Consolve Game Downloads
Online Games
Mobile Games
2008 2009 2010 2011 2012 2013
Percent
9

10. Industry
Analysis
Most used
social media
sites by
global and
UK users, and
their launch
dates
Free-2-Play (F2P)
Free to Play Games (F2P) have no initial purchase cost, but can
have in-application purchases for in game items that may give users
an advantage over other users.
Pay-2-Play (P2P)
Pay to Play Games have an initial purchase cost, but can still have
in-application purchases for in game items that may give users an
advantage over other users.
Site Global User Accounts UK User Accounts Launched
www.facebook.com 983,437,000 33,700,000 February 2004
www.twitter.com 500,000,000 10,000,000 July 2005
www.youtube.com 300,000,000 19,100,000 February 2005
(Park et al., 2012) (eMarketer, 2013)
Mobile & Online Gaming
• The mobile market industry is outgrowing the online market and
has become the largest digital gaming industry, which is worth
£800 million pounds
• Many developers are moving into the Free-2-Play market due to
the fact that there is more revenue from in-app purchases versus
the upfront cost of a Pay-2-Play game
• In-app purchases and advertisements account for majority of the
revenue received from mobile games
• Due to this trend, online games are also moving into the F2P
model
• The F2P games are proving to be more profitable for game
developers
- Majority of kids play F2P games, which shows that there is
more profitability from this segment
(Euromonitor, 2014)
10

11. The Problem
Due to the lack of the physical exchange of money, some individuals from Generation Z struggle with
grasping the reality of money management because everything is virtual (Euromonitor, 2011).
• Gen Zers are within the age range of 8-16
A survey completed by Microsoft of 2,000 British parents revealed 28% of parents with mobile devices
have youth that spent an average of £34 increase on their monthly bills (Dredge, 2013). Of this sample
population 83% of parents suffered from “billshock” (2013).
“77% of parents think they need more help from technology
companies to manage children’s in-app purchases” (Dredge, 2013)
Nine in ten parents are trying to mediate their child’s Internet access in some way (Ofcom, 2013).
This is a realistic and viable problem that Neteller has the opportunity to address.
11

12. Youth Spending
on Games / Apps
In the UK, children purchasing smartphone and tablet apps without permission spend more than
£30 million every month. On average, eight year olds spend £60 a month without their parents’
permission (Euromonitor, 2013, p.43).
This has become such a large problem that Apple recently changed “Free” to “Get” in their App Store
for applications that offer in-app purchases (Tweedie, 2014, n.p.).
Parental Concerns
• The highest concern for in-app purchases comes from parents that have children between the ages of 8-11
(Ofcom, 2014, p. 160)
• There remains moderate concern for in-app purchases of parents with children between 5-7, and 12-15
(Ofcom, 2014, p. 160)
• The concern from parents and in-app purchases is increasing amongst all age groups between 2013 and 2014
(Ofcom, 2014, p. 160)
12

13. Control
The social gaming industry is expanding.
Parents need a way to monitor and control how much their children spend.
Youth want to be independent and not rely on their parents for money.
How does this fit in with Optimal Payments?
Independence is key,
Optimal Payments can offer parents and children the independence they need.
13

14. The Opportunity
Youth Parents
Independence
from each other
Freedom
Having direct
access to money
AND being able
to make
online purchases
Security
Educating
children
Control
Peace of mind
14

15. Solution
Never spend
your savings.
15

16. How can Optimal
Payments help?
77% of parents think they need more help from technology companies to
manage their children’s in-app purchases. (Dredge, 2013)
So What: Optimal payments can help parents regain control over their child’s spending.
How?
The Net+ Card will serve as a control for children’s spending. It gives children access to their own funds, teaching
them responsibility, while giving parents control.
16

17. Net+ Card
1. Parents set up a Neteller account
2. They then set up virtual Net+ Cards for each child
3. The child will have access to this Net+ Card instead of the parents’ personal Visa
4. Since the Net+ Card can have a prepaid amount, the parents can use this card to distribute the child’s allowance
5. For those youth that receive their own funds, they can deposit these funds onto their own virtual Net+ Card
6. The Net+ Card gives youth access to online shopping, something their debit card doesn’t allow them to do
7. The parent is able to control how much their children spends, while the child has independence from their
parents’ approval of purchases
Parents in the UK are teaching their children how to be responsible with money at
younger ages. (Euromonitor, 2011)
This will help them teach their kids responsibility while giving their child the freedom
that they want.
17

18. Behaviours of Parents
The Online Behaviour of Parents
• Despite the recent emergence of creative activities like
gaming and blogging, parents still primarily use the
Internet for seeking information (Nichols, Nixon,
Pudney, & Jurvansuu, 2009; Walker et al., 2011), and
more specifically for gathering parenting information
(Dworkin, Connell, & Doty, 2013)
• Parents primarily use the Internet to gather information
• They do this through online communities, discussion
boards, and message centres
• When seeking information parents tend to reach out to
other parents or professionals (example, doctors)
(Dworkin, Connell, & Doty, 2013)
So What: Parents are already reaching out to other
parents using online communities and blogs to retrieve
information. Making Optimal Payments accessible
through these online communities, and creating dialogue
amongst this segment will directly target parents and
show them the value of a Net+ Card for their
children.
77% of parents believe that
they are good at finding
information online - which
means they’re also
comfortable with searching
for information online.
0
20
40
60
80
100
Parents
Children
None of
these
Removing
Virus
Setting up
filter
Downloading
music
Setting up
email account
Fixing
Problem
Sending Instant
Message
Finding
Information
% Which of the following
are you good at?
(Multiple response)
(Euromonitor, 2011)
18

19. Devices / Time
Which Devices are UK Parents on?
On top of desktops and laptops:
• As of 2013, 30% of adults aged 35-64 use tablets to go online
• 62% of UK adults use smartphones to go online
• 55% use smartphone for social networking and text messaging, while 33% use it to purchase items online
• 60% of these adults visit social media sites twice a day on average
(Ofcom, 2014)
So What: More and more parents are adapting to newer technologies, so making sure these ads, or Neteller itself, works effectively across different devices is
key. With technology developing faster and faster, parents are trying to keep up with the latest products (Ofcom, 2014). Therefore, the social media plan must be
present online, but also available to tablets and other mobile devices.
Internet Activities Carried out by Youth
• 67% of youth aged 12-15 use some form of social media at least once a week
• 70% browse the Internet at least once a week
• 54% of youth aged 8-15 play online games at least once a week
• 54% of 8-11 year old also play online games at least once a week
• 8-15 year olds spent most of their time online, whether it’s playing games or browsing the Internet
(Statista, 2013)
So What: Youth spend a lot of time on various social media sites. If Optimal Payments has a large enough presence in the areas that this segment is visiting
frequently, they can capture a large portion of the segment
19

20. Our Segment
Number of Generation Zers in UK (2009)
8,976,000 (14.6% of UK population)
Generation Z (iGeneration/Net Generation)
Youth aged 8-16
Standard of living
High
Segment Size Number of Youth
between the ages of
8-16 in the UK
% 8,976,000
Amount of Generation
Zers that play online
games
37% 3,321,120
Target Market 1% 27,897
Education
Higher level of education and training,
especially among females.
Average gross income of gen Zers in UK(2009)
£23,360
(Euromonitor International, 2011)
Hours spent gaming per week:
• age 5-15: 9.3 hours
• age 12-15: 11.2 hours
(Ofcom, 2013)
• 84% of the target market plays online games
frequently
• Even 1% of the target segment is a substantial
amount of people to acquire
• This segment is significant enough for Optimal
Payments to acquire several accounts
• The average household in the UK has
2 children
(Ofcom, 2013)
Because the average household has 2 children, the segment
numbers have been divided by 2 to accurately predict the
number of accounts obtainable.The low and high ends of this
segment size is represented by 0.05% and 1.5% of the total
segment size.Obtaining even 1% could acquire about 13,000
new accounts.
3,321,120
0.5%: 16,605÷2 ≈ 8,300
1.5%: 49,816÷2 ≈ 24,900
1%: 27,897÷2 ≈ 13,900 All numbers have been
divided by 2 to represent the
actual number of accounts
20

21. Youth
What youth spend majority of time doing online:
• Facebook: 52% of 8-16 year olds admit they have ignored the official age limits
• WhatsApp: Used by 40% of 8 -16 year olds
(Daily Reporter, 2014)
59% of youth are social networking by 10 years of age and 32% of parents feel ‘very confident’ about
helping them stay safe online.
(Daily Reporter, 2014)
So What: The Net+ Card will give parents the confidence they need when allowing their child to spend money online.
What motivates them?
• Independence
• Free content (Euromonitor, 2011)
• Reducing stress (Ferguson & Olson, 2012)
• Socializing (Ferguson & Olson, 2012)
• Avoiding boredom (Ferguson & Olson, 2012)
So What: The Net+ Card allows independence, flexibility, socialization, and instant gratification.
21

22. WhatYouth Like
Youth like Incentives
• 38% of teenagers using the Internet said they shared content online (Euromonitor, 2011)
• 65% of respondents (age 13-18) said that when their favorite brand or store has a sale, they tell their friends and family
(Euromonitor, 2011)
• Habbo conducted surveys among 12-18 year olds in 2009:
- 42% said they thought advertising improved their experience with a product, game, social networking site etc, by making it more
entertaining.
- 61% acknowledged that advertising makes them purchase products
- 79% said they would go to a website for further information about a product after watching advertisement on tv, and 53%
would purchase products online.
(Euromonitor, 2011)
Youth like Independence
• According to government data, one third of 8-11 year olds in the UK use the Internet on their own, and 25% have a profile on a social
networking site (Euromonitor, 2011)
• Youth are usually given a fair amount of independence in the UK (Euromonitor, 2011)
• 84% of 8-15 year olds had bought items online, or had someone else buy something online for them (British Bankers Association, 2013)
• 58% of youth had made their first online purchase before the age of 12 (British Bankers Association, 2013)
So What: This segment is very active online as they frequently make purchases, most with the consent of their parents. The Net+ Card
gives this segment the flexibility and independence they need when making online purchases.
22

23. Youth Decision Making
• In the UK nearly half of parents ask their teenagers for advice when it comes to minor financial decisions, such as which mobile
phone contract to sign up for (Euromonitor, 2011)
• Parents will seek their child’s opinion when making minor financial decisions
• Parents will be more likely to sign up for a Neteller account if their child approaches them about it
• The parents will see the benefit for them and their children
• In the UK, parents are encouraging their children to take an active role in their own finances from a young age (Euromonitor, 2011)
• 64% of youth sign up for their first bank account before they start secondary school (British Bankers Association, 2013)
The Age Youth Start Making Decisions
• Around age 7, youth start to make rational decisions when it comes to the consumption of goods. At age 11, youth strive for independence and
feel comfortable making adult like decision (Dauphin, 2008). The Net+ Card will grant this segment with the independence that they seek.
As this generation continues to increasingly spend their money online, having online
payment options will become more of a priority to them.
23

24. UKYouth &
Gaming Devices
Hours Youth Spend Gaming
• At minimum, youth spend 5 days a week on mobile devices, with sessions being an hour on average (NPD Group, 2012).
• 63% of youth own mobile phones before starting secondary school (British Bankers Association, 2013).
Gaming Devices
• Gaming on tablets is on the rise, while gaming on some other devices is falling. The use of dedicated gaming devices has declined
(77% vs. 81% in 2013), and use of computers/laptops for gaming has also decreased (Ofcom, 2013).
• Use of tablet computers to play games has increased among 5-15 year olds (30% vs. 23%) (Ofcom, 2013).
So What: It is important for Neteller to make Net+ Cards available for in app purchases as this is where the majority of our
segment spends their time.
24

25. Social Media Plan
25

26. Benchmarking
As part of our research and
development associated with this
project we did a global benchmarking
analysis of over 75 companies, their
social media strategies, what the
strategy achieved and how they
measured their success.
26

27. Benchmarking
These are a few of the top factors that
create a successful social media plan:
Community
24/7 Help
The Conversation
Education
Word of Mouth
Convenience
Please see Appendix 1 for the in-depth benchmarking analysis.
27

28. Benchmarking
It’s about Dialogue, not Monologue
Motivating somebody can be unstable, it requires a constant balancing input to maintain a constant pattern of
behaviour. (Kealey, 2014)
Companies can use their current types of people that are involved, that they want to attract more of, to expand and
attract more people and promote the cause. (Ware, 2012)
“Social media is about communication, not marketing. It’s about engaging, not pushing.” (Katona & Sarvary, 2014)
“The focus for companies in social media has to be on the end user. ‘Will they find this interesting? Will they even share
it?’ If not, we shouldn’t share it.” - Jonathan Wichmann, Maersk Line (Katona & Sarvary, 2014)
28

29. Critical Success Factors
Infographics
(Why Do Infographics Make Great Marketing Tools, n.d.)
Influence of Different Media
Most Effective Content Types
Online Reviews
• 90% of consumers who recalled reading online reviews claimed that positive
reviews influenced their decision to buy
• 86% said that negative reviews had also influenced buying decisions
• Negative reviews are most commonly found on popular review sites, positive
reviews are most frequently seen on social media—with 44% coming from
Facebook
(Pinkham, 2013)
User Generated Content (UGC)
• Over half (51%) of Americans trust user-generated content more than other
information on a company website
• Putting consumers in the content driver’s seat allows businesses to gather
content, grow their audience, increase their reach and strengthen consumer
relationships
• UGC allows your customer to voice their opinion on your site and connect
with like-minded people. It helps build a strong and engaging community of
people who are there to share and support each other.
• 92% of consumers say they trust earned media more than any other form of
advertising. 84% of millennial’s report that UGC on company websites has at
least some influence on what they buy
(Pham, 2013)
29

30. Gamification
GAMIFICATION: The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other
areas of activity, typically as an online marketing technique to encourage engagement with a product or service:
“Well-designed gamification projects create an
engaging user experience, greater brand loyalty and
higher customer satisfaction rates.” (Kastner, 2013)
“The use of Gamification and social media networks
can pull together to satisfy two primordial needs that
people are looking for, which are: socializing and
gaming competitiveness”(Moise, 2013, p. 32)
The theory behind implementing gamification techniques is that they make an emotional connection with the audience and lead to a
longer relationship as opposed to simple brand awareness (Matthews, n.d.)
• Out of 2,000 of the world’s largest companies, 70% are expected to develop at least
one gamified application by 2014.
• Vendors claim that gamification strategies can lead to a 100% to 150% increase in
engagement metrics
30

31. Gamification
Mechanics
Achievements/
Bonuses
Leaderboards
Points
Progress Bars
Status
ViralityTrophy case
Loss Aversion
Lottery
The most common game
mechanics used in
gamification marketing
strategies are:Quests
31

32. Education
What are they?
Systems that companies use to compare their products to their competitors’ products
What do they do?
• Allow customers to screen and compare products easily
• Companies make it easier for customers to see their product against the competitor
• Customers can make better purchasing decisions
• Consumers are more willing to make purchases if the effort to make the purchase is significantly reduced, even
though the purchase may only be satisfactory
• Decision aids help customers to make better choices with less effort
Consumer Decision Making Process
1. Screen products and chose those that are worth investigating
2. The consumer then reviews the selected products on specific attributes in-depth and makes a decision
(Haubl & Trifts, 2000)
Interactive Decision Aids
32

33. Education
4 E’s of Customer Relationships
• Engage
• Educate
• Excite
• Evangelize
• By answering customer questions you can educate them
and turn a potentially bad situation into a good one
(Hayzlett, 2014)
How to create an effective
social media plan
• Social media is a communication system, building
communities is crucial
• Companies must study and implement customer feedback
• A company can learn a lot by monitoring what customers are
saying via social media
(Culnan, McHugh, & Zubillaga, 2010)
How to measure social media
success?
• Audience growth rate
- (ex. number of Facebook/Twitter followers)
• Customer engagement
- (Number of click throughs and registrations per week)
• Volume of relevant posts and comments
• Customer acquisition rate
• Set specific goals to measure (SMART goals)
(Agnihotri, Kothandaraman, Kashyap, & Singh, 2012)
If consumers are able to interact with a company
through their main website this will create a
relationship between the company and the
customer
• This can lead to increased sales
(Dellarocas, 2006)
• Companies have found success with blogs, two-way communication
through mobile devices and YouTube videos to drive sales
• These online methods allow companies to educate and interact with the
consumer
• Consumers have moved from being “bystanders” to active participants in
the media process
• Media used to capture audiences can no longer be restricted to one medium
• Marketers need to capture reach, intimacy, and engagement
(Hanna, Rohm, & Crittenden, 2011)
• Social media content that is educative, informative, and encourages
discussion allows consumers to become participants
• Companies can promote their products through online communities that are
centered around educative and informative content
• Consumers can rate, review, and comment on the products/services
(Akar & Topcu, 2011)
Relationship Building
With Consumers
33

34. Education
Blogs
• Blogs can be used to educate customers and get customers talking about
product features and functionality
• Companies selling complex products and services can benefit from the
collective intelligence of their existing consumers
• Social media has been able to successfully create trust with consumers
- Blogs are one of the ways that companies build consumer trust
• Blogs are able to “pull” consumers towards sales people and product
information due to the fact that the are a form of social media that allows
communication
• Social media platforms such as Facebook and LinkedIn are mostly used to
“push” information at consumers
• Blogs create customer engagement
- Customer engagement is important to business strategy because
engaged customers will provide recommendations and referrals about
a product or service
(Agnihotri, Kothandaraman, Kashyap, & Singh, 2012)
Methods of Educating Consumers Via
Social Media
Social Listening and Communication
• 70% of consumers use social media to listen to other consumers
experiences and 65% use social media to learn about brands, products,
and services (Redsicker, 2013)
Visuals and Infographics
• A business can relay the same information with less words, and in a more
visually pleasing manner. On average, social media sites see a 12%
traffic increase when using infographics (pictures are liked twice as often as
words). 37% increase in engagement when photos are used (Karr, 2014)
Video
• Embedded YouTube videos can create visual representation on how your
product or service works. Videos influence 64% of consumers to make
purchases (Raksha, 2014)
So What?
By educating consumers on social media platforms, a business can excite, educate, and motivate consumers to buy a
product or service all in one convenient location! (Zamoya, 2011)
34

35. Where to Find
Parents Online
• 66% of people between 30-49 use social media (Global
Attitudes Project).
• 28 is the average a woman in the UK has her first child
(Euromonitor, 2013).
46% of shoppers in the UK use sites such as Facebook,
Twitter and Pinterest when deciding what to buy (Child Alert,
2014).
Current Trends:
Social media sites, such as Facebook, are getting involved
after noticing increasing trends of online money transfers
through social media usage.
• Ex. Facebook’s Buxter application which can only be used for
sums below £45
Parental Forum Monthly pages viewed Monthly visits
Netmums 4,555,391 1,359,216
Mumsnet 6,286,896 876,347
JustParents 16,670 3,649
CaféMom 35,703,196 3,321,492
Mamapedia 1,924,852 310,230
(URL metrics, n.d.)
All these forums allow
businesses to advertise.
What parents spend majority
of time doing online:
(Child Alert, 2014)
Other
Virtual Worlds
Gossip Sites
News
Forums
Shopping Sites
Online Gaming
Social Networks
35

36. Forum Parent
Demographics
Age of Children
• Pregnant: 10%
• < 2 yrs: 45%
• 2-4 yrs: 63%
• 5-7 yrs: 32%
• 8-10yrs: 15%
• 11 - 15 yrs: 10%
Working Status
• Work full time: 16%
• Work part time: 36%
• On maternity leave: 10%
• Stay at home parent: 33%
• Unemployed: 3%
• Student: 2%
Family Income
• Under £15,000: 19%
• £15,000 - £20,000: 9%
• £20,000 - £30,000: 20%
• £30,000 - £40,000: 20%
• £40,000 - £50,000: 15%
• £50,000 - £60,000: 7%
• Over £60,000: 10%
(Netmums Ltd., 2014)
Who are the Netmums?
36

37. TopYouth
Gaming Sites
Gaming Site Monthly pages viewed Monthly visits
Steam 41,466,298 2,394,911
King 91,952,658 1,834,539
Gamasutra 4,858,623 793,235
Club Penguin 20,889,641 4,154,792
Stardoll 83,104,056 2,396,962
Neteller should join the
discussion and advertise
on these gaming sites to
reach gaming youth in
the UK.
Youth will then ask their
parents to sign up for
Neteller.
(URL metrics, n.d.)
37

38. Ads & Smartphones
40%
29%
7%
4%
18%
15%
Saw Ad Tapped on Ad Conversion
Smartphone users who recall seeing
and tapping on mobile ads (%)
In Game In App/Browser (URL metrics, n.d.)
38

39. Incentives
forYouth
• While a youth gamer is playing online they will see an in game advertisement for a £10 credit to be added to their
virtual Net+ Card balance which may be used in future game purchases.
• After seeing the in game advertisement youth will ask their parents to sign them up for the Net+ Card to receive
their credit.
• The parents are directed to a unique landing page which includes links to forums which have their own discussion
boards. These discussion boards will provide parents with reviews of Optimal Payments.
• Once the parent has deposited their first £100 pounds into their main account, Neteller will deposit £10 to their
account
Parental Benefits: The security of future online purchases as this demographic is uncertain about using their credit cards
online, Optimal Payments will protect them of this.
39

40. The Landing Page
40

41. 4141

42. 4242

43. Types of Social
Media to Use
• Parents trust the content they read in blogs as it is obtained from a non bias party.
• Optimal Payments can capitalize on this opportunity by creating community discussion boards on their current blog.
• By creating this discussion people will develop trust for Optimal Payments as they will be engaging with other users and elaborating on
their own experiences.
Sites Optimal Payments should be Present on:
Steam:
• As it is one of the largest gaming sites globally and is where the target demographic is gaming.
Storify.com:
• Optimal Payments can use this to work off their current blog
• By posting articles and interesting stories for their readers, people will be drawn to
their blog
• It is also possible to create forums and community discussions on Storify
• Example: Education BBC NEWS uses Storify to collect meaningful articles and harbours a sense of community
• All-in-one search experience
• Optimal Payments can use Storify as an education tool to educate consumers on the use of money
• Example: Optimal Payments can use this to help teach money management
43

44. Key Messaging
Parents
Must promote:
• Control
• Responsibility
• This is why posting on communities and blogs that parents visit is
important
• They actively try to find research and advice
• They especially reach out to other parents
• If they’re looking for a way to help their child manage their
finances, they will most likely turn to online communities
Youth
Children want to be independent.
Social media incentive for youth:
£10 for youth
• The youth segment are very influenced by incentives
44

45. KPI’s
Soft Metrics
Awareness Metrics
• Search rankings
• Referrals from brand website (OP)
• Unique visitors
• Reach
• Impressions
Appreciation
• # of comments, interactions, replies,
• # of discussion threads
• # of active users
• # of pages viewed
• Amount of time spent on page
Action
• # of call centre inquiries related to program
• # of promotional coupons used in £10 promotion
Click through
Site traffic
Where its coming from?
• Direct
• Organic search
• Adwords
• Merchants
Financial Metrics
Cost Per Impression (CPI)
• Cost per unique visitor
Cost Per Engagement (CPE)
Cost Per Lead (CPL)
Cost Per Referral (CPR)
Google Analytics
Use Google Analytics to help track
performance
Acquisition
• Visits
• New Visits
• % of New Visits
Behaviour
• Bounce Rate
• Pages Visited
• Average Visit Duration
Conversions
• Transactions
• Revenue
• Ecommerce Conversion Rate
How to measure which ads are
working on social media?
Codes
• For the £10 promotion for youth, have them enter
a code based on where they saw the promotion
• All other websites can either have a code or upon
sign up, members will be asked where they heard
about Neteller
45

46. Merchant Contracts
The following merchants are sites that are popular amongst the gaming community. These merchants currently offer a few other
payment methods such as PayPal, PaySafe, etc… All websites have significant revenue and these sites align with our target market.
These websites also open Optimal Payments up to a wider range of social gamers.
1. Fan Studio UK
2. King
3. Zynga
4. Super Cell
5. Social Point
6. Telaxo
7. Fugen X
8. Steam
9. Greenman Gaming
10. G2A
11. Direct2Drive
12. Games Planet
13. Gamersgate
14. CJS
15. UG Store
16. OnePlay
17. Keys4Fun
18. Game Mafia
19. Metaboli (UK Only)
20. Games Rocket
21. Origin
22. Battle.net
23. Humble Bundle
24. Game
25. Gaming Dragons
26. GetGamesGo
Origin has over 50 million registered users (Jackson, 2013).
King is the developer that created Candy Crush, which is cur-
rently one of the most downloaded games
Zynga created FarmVille
Humble Bundle sells games online with a portion of the pro-
ceeds going to charity
Their current SEGA bundle has accumulated $560,000 in
payments
Steam is a worldwide gaming organization. They sell down-
loads of games and provide some of the most highly regarded
forums.
Most of these sites are recognized as being alternatives to
Steam.
These gaming websites are highly popular in the United
Kingdom and some of them are developed in the UK
46

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51

52. Appendix
52

53. Benchmarking
Community
Obermutten, Switzerland - Facebook
The mayor posted a video on the town’s Facebook page promising to post
followers’ profile pictures on the town’s bulletin board.
• 76 residents
• 1 social media campaign
• Tourism increased from zero to hundreds
• Thousands of profile pictures posted around town
Stoptober - Facebook
A national stop smoking campaign in which thousands of people support one
another in their efforts to quit
• 28 days
• 250 thousand people
• Record low level of smokers in the UK
24/7 Help
Dell utilizes several Twitter handles (usernames) to provide answers to
customers on a variety of issues (Kirkpatrick, 2009).
Intel’s Facebook page is used as an open forum on computing in general.
• Almost 26 million followers
• Thousands of likes, shares and comments on their posts
“The key to making those channels work well is being responsive to customer
questions (e.g. responding a Twitter post in 24 hours).
• Monitor reviews on social sites
• Reach out to unhappy customers
• Attempt to solve problems in a timely manner
Research shows that among customers contacted by a retailer because of a
negative review posted on a social web site, 34% of complainants
deleted their original negative review, 33% turned around and posted a posi-
tive review, and 18% became loyal customers and bought more” (Jin & Oriaku,
2012).
Appendix 1
53

54. Benchmarking
The Conversation
Kit Kat Chunky Challenge - Facebook
The contest had voters choosing the new permanent KitKat Chunky
flavour from three limited time offers.
• 3 pro athletes “campaigning” for their choice
• 36 thousand total votes
• 32 thousand new Facebook fans
• 1 million plus video views
• KitKat Chunky sales increase of 23% (onemethod.com, 2014)
Maersk - Facebook
The shipping giant started a Facebook photo album of container
vessels, expecting minimal interaction. The results astounded them:
• 11 months
• Hundreds of photos
• 400,000 new followers in 11 months, 2 million in three years
• Hundreds of thousands of “likes”, “shares” and comments
• The company has calculated an ROI on all social media platforms of 1500%
67.1% of surveyed customers said that Maersk’s social media efforts had
“improved their perception of the company”(Katona & Sarvary, 2014), (facebook.
com/MaerskGroup, 2014)
Coca-Cola - Share a Coke
The now ubiquitous bottles and cans of Coke printed with names were
a social media sensation:
• 6 million custom cans created online
• 500,000 #sharacoke Instagram posts
• 2.5% increase in sales, reversing a downward trend
Prizes
Four Seasons Hotel, New York - Facebook
“Maxine Takes Manhattan”: A stuffed animal was photographed
around Manhattan, and followers guessed where she was.
• 12 weeks, 12 photos, 190 participants
• 5% increase in summer revenue
• 10% increase in Facebook followers
• 19% increase in Twitter followers (Miller, 2014)
Hokey Pokey Ice Creams, India - Facebook
“Brownie Points” given when friends of Facebook followers purchased
or discussed ice-cream creations, redeemable for prizes and discounts
• 40% increase in sales
• 83% increase in social media ROI
• 49% increase in brand awareness
Discounts
American Express, “Amex Sync” - Twitter
• Allows users to make purchases using #hashtags
• Deeply discounted product partnerships; current offers include statement
credits for purchases made using #AmexWalmart, #AmexSony, #Amex
Bestbuy, etc.
Matsumoto Kiyoshi (Japanese drugstore chain)
• 10% Discount offered on their Line (social media) page
• 5 days, 10 thousand discounts used, 300 thousand more followers
• 50% of users were in the pre-defined target market
“As an outcome of the great discounts, fair prices (with a deduction of 30–50%)
prove to be attracting customers and the offers’ quantity and time limits also urge
the decision (as an impulse purchase effect)” (Zimanyi, Kozar, & Kovari, 2014)
54

55. Benchmarking
Education
• Offbeat Brides used a Pinterest Board to post some of their products on the social
network. They also posted general information and tutorials. Pinterest is great for these
types of things because it has a great conversion rate for sending traffic to their site
(Young, 2014)
“72% of customers do online research before making a purchase decision. E-service pro-
viders need to assist customers in this stage by providing quality information for products
with high accuracy in a timely manner. Product information should be comprehensive for
customers shopping online” (Jin & Oriaku, 2012).
Convenience
• The fewer clicks, the better
• Amex & Twitter teamed up to allow people to make discounted purchases on
certain products using hashtags, creating Amex Sync
• 1-800-Flowers launched a fully functioning Facebook store, which allowed
customers to make purchases without having to changing web pages or navigate new
websites (Anderson, Busa, Price & Sims, 2011).
Exclusivity
• In Argentina, Absolut created an exclusive event where, if you wanted to be in-
vited, you had to convince “Sven” through WhatsApp that you were worthy of being
invited. More than 600 contacts added over three days. Over 1,000 videos, messages,
and audio clips were sent to Sven in order to get invited to this party (Ferrao, 2013)
Word of Mouth
• Amex’s hashtag purchases share a person’s purchases with all of their followers
• Florida State University wanted to raise money for donations to celebrate
their anniversary. They focused on social media through their current donor brand
ambassadors. They gave these ambassadors a pre-planned marketing package that
these brand ambassadors would post on their social networks. They used the type of
people that were already involved, that they wanted to attract more of, to promote the
cause (Ware, 2012).
On The Go
• More than half of people on social networks access it through their phones. A theatre
in Arkansas added social media to their Marketing strategy and saw 176% increase in
ticket sales and 129% increase in attendance (Friedman, 2011).
55

56. Benchmarking
People like when Companies
have a Cause
• In 2013, the Make-A-Wish foundation transformed San Francisco into
Gotham City so that a young boy with Leukemia could feel like a superhero. 545,
000 tweets and 16, 000 instagram photos later, donations to Make-A-Wish in-
creased by 26%. (Cassinelli, 2013)
• M&C Saatchi created an anti-smoking campaign through Vine that stated
“another smoker will die before this video ends”. In the first five days three videos
got 50,000 likes and 26,000 re-vines (Latham, n.d.)
People like Security
• Confidentiality of the information:
Ensuring that only those can see it who need it and have the authorization. We
have to support the principle of least privilege: “only them, only that, only there
and only until it’s necessary to complete the job”
• Preservation of the information:
The information should be protected from changes that are unauthorized,
undeliberate or unjustified by the declared processes.
• Accessibility of information:
The information should be available at the appropriate time and place. This is
usually IT competency.
• Authenticity of information:
The reliability of the source of information has to be ensured and that the
operations carried out on it are sufficiently trackable. (Zimanyi, Kozar, &
Kovari, 2014)
56

57. Gamification
in Action
CBS Look for Longer: Social media
and outdoor advertising
• “Look for Longer” Campaign: The idea? CBS got people to Look For Longer at tube
posters, encouraging deeper engagement and mobile click-through. The approach? A
cryptic poster puzzle that Londoners weren’t able to resist. Featuring images that
referred to the names of stations on the Tube map, the vivid tableau challenged
city-dwellers and visitors to prove how well they know the Tube system in which they
spend so much time at every day.
• What Londoners were challenged with: spot 75 tube stations within the image
• Posters prompted Londoners to go to the website and join the conversation through
the #lookforlonger hashtag. That conversation was then amplified through the
@lookforlonger Twitter profile, and by awarding a Twibbon to those people clever
enough to identify all 75 stations.
• Quarter of a million site visits, with users spending an average 34 minutes on the
site and over 22,000 people managing to get all 75 answers. Thanks to global social
amplification teamed with PR, the campaign was not, as you might expect, limited to
the London: people in 176 countries ended up taking part.
• One particular satisfying outcome of Look For Longer was the fact that although there
was a prize incentive, the majority of the people playing were doing so for the
sheer pleasure and sense of achievement of completing a difficult task. That’s
gamification in action, and advocacy driven by passion, not a prize.
(Flatt, 2012)
M&M’s
• Last year, M&M’s launched an incredibly successful game as a part of their M&M’s Pretzel
marketing campaign. The game was based on the eye-spy logic, where players were given a
large graphic design of scattered M&M’s, among which there was one small pretzel hidden.
The task of the player was to simply find the hidden pretzel.
• The game was simple and inexpensive, but it quickly went viral and brought tangible
benefits to the organization. It effectively fostered consumer engagement and resulted in over
25,000 likes on the company’s official Facebook page, more than 6,000 shares and
around 11,000 comments.
(Wells, 2014)
Moosejaw
• Looking for a unique way to drive sales, clothing company, Moosejaw gamified the way
they do e-commerce by offering items for low prices that went up throughout the day
creating a sense of urgency for consumers to buy. They also included ways for consumers to
score better deals by inviting friends and posting socially.
• In less than 15 minutes, Quikly sold over five hundred $10 Moosejaw gift cards.
Consumers then took those $10 gift cards and, on average, made purchases of $66,
a 560% return on investment.
(PRWEB, 2013)
Heineken’s Crack the US Open
contest
• Heineken put together over 200 photos to create a mosaic of tennis fans sitting in the
stands. Users could win tickets only after spotting the right fan – the ticket giveaway
basically prompted a massive photo hunt. Following a series of clues in photo captions,
users had to reach the final photo in the game and comment a special code word to win the
tickets.
• It drew in over 1,500 people during the first 3 days of the campaign, comprising the total
of 7 photo hunts. During the contest, Heineken also noted a 20% increase in followers
for their @Heineken_US Instagram account.
(Wells, 2014)
Appendix 2
57

58. Youth and their Time
• Nearly 85% of children born in 2000-2001 have
access to a computer and the Internet at home but only
three quarters of them use it
• 12% of these children have their own computer
and another 12% have their own mobile phone
• A high proportion of 11-12 year olds (83%) have
rules about how long they can watch TV on a school day
(Joloza, 2012)
• Youth are continually looking for the “cool factor” and it
is difficult for companies to keep up with fads
(Euromonitor, 2010)
• Allowing youths to be perceived as cool will draw them
to the product and the brand
• Brand preferences that are developed are earlier ages
will carry forward into adult life (Euromonitor, 2010)
• Allowing youths to experience Neteller from an earlier
age will make them more likely to use Neteller services in
the future
• As GDP rises this segment also sees more in allowance
and monetary gifts (Euromonitor, 2010)
Appendix 3
58