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The Digital Value Proposition
This document discusses the digital value proposition from the perspectives of T-Mobile UK and MEC. It outlines their view of paid, owned, and earned media and how brands can use real-time technology, media, and messaging to better predict and react to customer behavior. It also provides an example of how T-Mobile UK leveraged its "Full Monty" plan across paid, owned, and earned channels to drive a 60% increase in plans sold and a 17% increase in contract value.
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The Digital Value Proposition
- 1. The digital valueproposition A 360 degree view from MEC and T- Mobile
- 2. Tim Pritchard Richard Stanton Digital & Social Manager – T-Mobile UK Head of Digital Strategy & Activation MEC @timpritchard @rich_stanton23 http://uk.linkedin.com/in/timothypritchard http://uk.linkedin.com/in/richstanton23
- 5. Paid Owned Earned product site(s) corporate ‘advertising’ website natural search Affiliates Campaign social Sites media Community
- 6. Paid Owned Earned Prospects Customers Advocates
- 7. Awareness Paid Consideration Prospects Conversion Earned Owned Advocates Loyalty Customers Advocacy
- 8. Predict React
- 10. Predict React
- 14. Predict React
- 16. Real Time Technology Media Messaging Signals Clicked one a search term Tariff Viewed a Tariff on the web site Handset Interacted with an online ad Interacted with our social Campaign platforms
- 20. T-Mobile’s Product business Brand Development priorities Relevance Exciting new Target technology or audiences’ platform behaviour Innovation
- 21. • VIDEO TOEMBED - http://www.youtube.com/watch?v=K- EvvfMXEwU
- 22. Paid Owned Earned
- 23.
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- 25. Earned Wish iwaited a week to @billybothwell68 @o2 T mobile full monty deal- definitely jumping on the full get my new contract unlimited everything monty unless o2 offer me tmobile have an amazing apparently! some serious perks. #o2 new deal on the full #tmobile monty. #pissed Just smashed out the fully TJust changed my monty contract with t-mobile @TMobileUK plan to 'The Full 2000mins unlimited text Monty' which has the much Internet t-mob calls!!! Yes desired unlimited data goodness! Ok I love the T Mobile advert for That Full monty tariff on t T-Mobile Full Monty. *presses the full Monty plan like the plan mobile is going to kill every like* as well. other network lol
- 26. 60% 17% of total plans Purchase Increase in sold intent and contract consideration value
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- 30. paid, owned andearned is here to stay
- 31. think quick anddo not sit still to gain a competitive edge if you
- 32. do not underestimatethe importance of data
- 33. agencies and clientsneed to work closer together than ever before
- 34.
Editor's Notes
- #25 But it wasn’t all about engagement, We gave users a consistent users experience across all consumer touchpoints – both on and off line, Web Site In-store with Britain Loves fuelled instore games and events, and we brought commerce to the Facebook page with Britain loves a bargain weekly handset offer.