apac master class panelists fox sports mtv living social

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Mocial Panel Presentations & DiscussionLiving Social, FOX Sports and MTV

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Mocial Panel Presentations & DiscussionAnu Mohan

VP MarketingLiving Social

Connected Marketing

Anu MohanVP, Marketing

4

Connected Marketing

4

Social

Local

Mobile

Email

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

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

44,503 fans

42,612 fans

49,587 fansOthers

59,788 fans

Social

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

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

Anu.mohan@livingsocial.com

10

Thanks!

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Mocial Panel Presentations & DiscussionMark Jones

Digital DirectorFoxSports

GETTING ALL [E]MOCI[ON]AL

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…

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?

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

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

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

THANK YOU

MARK JONESDIGITAL DIRECTOR

E: MARK.JONES@FOXSPORTS.COM.AUTWITTER: @MARKDAMONJONES

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Mocial Panel Presentations & DiscussionColin Blake

Director Marketing, Communications & Artist/Talent RelationsMTV Networks Australia & New Zealand

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Mocial Panel Presentations & DiscussionColin Blake

Director Marketing, Communications & Artist/Talent RelationsMTV Networks Australia & New Zealand

We Know Music and Youth… We Know Music and Youth…

... “in a world gone Mocial – Mobile, Social, Local and Email”.

... “in a world gone Mocial – Mobile, Social, Local and Email”.

Other DM 123,000

TV

3.6million

Online 333,000 Social Media 73,000

MTVN Australia

Total Touch Points

4.1million

MTV has over 4 million touch points in Australia each month

MTV ranked within top 5 General Entertainment TV channels among core viewers aged 16-29

mtv.com.au 2nd highest Subscription TV channel website within TV category

Critical Mass ReachCritical Mass Reach

MARKETING SUPPORT

Other

Call to action, post event photos and interstitial content

Social Media

Leverage Partnership Touch Points

Online eNews

MTV.COM.AU - 333,000 UB/Month Facebook – 55K fansTwitter – 15K followers

Digital content strategy Digital news editorial

Video content

Weekly newsletter distribution

AU– 80K Subscribers Mobile, Retail, Print & Radio

MTV TOUCH POINTSMTV TOUCH POINTS

The environments live up to the brand!The environments live up to the brand!

PARTNERSHIPS ARE KEY PARTNERSHIPS ARE KEY

Final Thoughts…. Final Thoughts….

Consumers are loyal to brands not platforms. Consumers are loyal to brands not platforms.

56 Million Mobile devices in Aus by 2015 (2.4 per cap.) 56 Million Mobile devices in Aus by 2015 (2.4 per cap.)

6 out of 10 people would answer their phone while having sex! 6 out of 10 people would answer their phone while having sex!

Thank you! Thank you!

Colin.blake@mtvna.com.au Colin.blake@mtvna.com.au

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Case StudiesNick Simms

National Channel Manager – FoodserviceHJ Heinz

Michael TwomeyHead of StrategySilverpop APAC

Case Study: Heinz Australia• Automate and save resources

Case Study: Heinz Australia

• The Situation Large business with a wide network of

products and re-sellers.

Strained sales team dealing directly with orders and company updates.

What we did

• Created email messages to forge strong relationships with business customers.

• Launched email promotions to build a more segmented database.

• Used findings to create easily customised emails targeting individual vendor preferences.

The Payoff

• Strengthened vendor relationships.• Email sales outperformed the combined

results of all Heinz Australia sales representatives.

• Increased ROI by using resources in a more targeted manner.

Case Study: Thai Airways• Understand your customer and stay relevant

The Situation

• 42 weekly flights between Bangkok and Australia.

• Growing database of more than 100,000 Australian travelers.

• Looking for timely and relevant solution to engage and widen customer base.

• Leveraged emails, surveys, landing pages to create a clean and segmented database.

• Used highly segmented data to create relevant and compelling marketing campaigns.

• Integrated Send Time Optimisation and Share-to-Social features to maximise deliverability and impact.

What we did

• Email open rate surged to 61%, with one in five customers updating their information.

• Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.

• Current average open rate at 41% (Australian industry average at 16-24%).

The payoff

Prize:

One economy class airfare return to Bangkok, Thailand flying Thai Airways International from Sydney.

Total value $2,264.

How to Win!

NSW PERMIT NUMBER:LTPS/11/09036

Prize 1

Prize 2

Prize 3

Prize 4

Prize 5

Hoyts x 5 Double Movie Passes Check in to FourSquare or Facebook at Silverpop Master Class

Hoyts Reward Packs x 5 (doubles)Business Card Draw

Neverfail Art CoolerEmail masterclass@silverpop.com.au

RedBalloon Mini Stunt Driving Best Tweet using #spopmcsyd

Thai Return Flight to Bangkok SMS Your ‘Name’ and ‘Company Name’ to 0416 905 797

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5 Tips in 5 MinutesMichael TwomeyHead of Strategy

Silverpop APAC

5 Tips in 5 Minutes

Which ones will you adopt?

1. One click enrichment.

• Mock up preference centre with social signin

2. Use scoring & behaviour to drive next steps

Subscribers / Visitors

+

1st TimeCustomers

++

RepeatCustomers

-Unengaged Customers

300 400 600 -400-200

Welcome Campaigns

1st Purchase Campaigns

Repeat Purchase

Campaigns

Loyalty Campaigns

Reengagement Campaigns

LoyalCustomers

95.9 %Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

59.8 %Batch Campaigns

40.2%TriggeredCampaigns

2. Use scoring & behaviour to drive next steps

4.1% = 40.2% of revenue

3. Create a pre to post sales processPre-Transaction

• Browse abandonment

• Cart abandonment

Purchase Process

• Order Confirmation

• Order status• Shipping notice• Shipment

confirmation• Trip preparation

Post-Purchase

• Satisfaction Survey

• Review request• Review

notification• Recommendation• Replenishment• Repurchase• Upgrades

Relationship

• Bounceback• Account reminder• Loyalty programs• Account status• Purchase

anniversary

3. Create a pre to post sales process +50% of lost sales via remarketing

4. Test. Test.. Test.. Automated Multivariate testing

+ 58 %

+ 51 %

4. Test. Test.. Test.. Automated Multivariate testing

5. Let Automation do the heavy lifting

Which ones will you adopt?

1. One click enrichment2. Scoring to drive next steps3. Pre to post sales process4. Test. Test.. Test…5. Let automation do the heavy lifting

How to Win!

NSW PERMIT NUMBER:LTPS/11/09036

Prize 1

Prize 2

Prize 3

Prize 4

Prize 5

Hoyts x 5 Double Movie Passes Check in to FourSquare or Facebook at Silverpop Master Class

Hoyts Reward Packs x 5 (doubles)Business Card Draw

Neverfail Art CoolerEmail masterclass@silverpop.com.au

RedBalloon Mini Stunt Driving Best Tweet using #spopmcsyd

Thai Return Flight to Bangkok SMS Your ‘Name’ and ‘Company Name’ to 0416 905 797

Thank you, Good bye & Behave

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NOW – MORNING TEA, BUBBLES AND PRIZES