apac master class panelists fox sports mtv living social
DESCRIPTION
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.TRANSCRIPT
#SPOPMCSYD
Mocial Panel Presentations & DiscussionLiving Social, FOX Sports and MTV
#SPOPMCSYD
Mocial Panel Presentations & DiscussionAnu Mohan
VP MarketingLiving Social
Connected Marketing
Anu MohanVP, Marketing
4
Connected Marketing
4
Social
Local
Mobile
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
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
#SPOPMCSYD
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
#SPOPMCSYD
Mocial Panel Presentations & DiscussionColin Blake
Director Marketing, Communications & Artist/Talent RelationsMTV Networks Australia & New Zealand
#SPOPMCSYD
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!
#SPOPMCSYD
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 [email protected]
RedBalloon Mini Stunt Driving Best Tweet using #spopmcsyd
Thai Return Flight to Bangkok SMS Your ‘Name’ and ‘Company Name’ to 0416 905 797
#SPOPMCSYD
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 [email protected]
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
#SPOPMCSYD
NOW – MORNING TEA, BUBBLES AND PRIZES
