govt presentation march 2010 v2 1
DESCRIPTION
Viva9 Canberra Presentation as part of the IPMG digital gov't presentation.TRANSCRIPT
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Building and Maximising Value from a Building and Maximising Value from a
consumer databaseconsumer database
March 2010Matt Bateman
MD
Viva9 Pty Ltd
Twitter: @matthieub
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The Power of Social...The Power of Social...
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AgendaAgenda
• How to: – build a deep-profiled email database. – Use email and online performance marketing to target key
influencers and target demographics – Run bespoke research campaigns using already existing email
databases.
• The Model
• 4 Simple Rules
• ROI
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Building a Database Building a Database
• Build a relationship with someone • Communicate more effectively • Get over that awkward ‘getting to know
you’ phase • Once someone has opted-in, then you can
communicate with them and their peers for a relatively low cost
• ‘Media’ cost is:
One upfront cost
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How do you build an effective database? How do you build an effective database?
• Quickest way to build a database? • An integrated promotion using TV and
ATL media as well as online• Average cost-per-record? $20+
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Performance Marketing Model Performance Marketing Model
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Lifecycle of an eDM customerLifecycle of an eDM customer
Initial Offer ‘Dowlnoad Information’ ‘Register for free’$3 CPL un-targeted
Profile Customer Commercial Rel’ship
Continue conversation via Targeted eDM
Build audiences Market to them Achieve end result – ROI
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Meet Sandy Meet Sandy
Age: 40s Lives: Adelaide, SA- Married, Two Children
Household Income: $150k p.a
Worries about: MortgagePaying for kids education
MGB for the household
Medium to Heavy Internet User
Cares about: The Environment Education
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Sandy’s Journey Sandy’s Journey
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Australia Post – Australian Lifestyle SurveyAustralia Post – Australian Lifestyle Survey
• 35,000 signups in a six-week period across all demos in Australia
Latest Survey Offer for Household Surveys members
Hi Sandy,
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Meet Rob Meet Rob
• Age: 23• Bachelors Degree • Lives:
– Country NSW
• Huge online social network – 500+ connections
• Likes to research best deals on line
• Heavy Internet user • Infrequent consumer of network
TV, radio or newspapers• Interested in – Deals, cool stuff
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Survey Choice Landing Page Survey Choice Landing Page
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4 Rules for generating an email database
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Rule No.1 – Understand your target audience & aimsRule No.1 – Understand your target audience & aims
• Who are you trying to talk to? • How prepared are you for ongoing dialogue? • What does success look like?
– traffic to a Web site – a registration – request for information?– Sale? – A booking – A lead
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Rule no. 2 - 3Ts and an ARule no. 2 - 3Ts and an A
• Trust
• Transparency
• Truth
• Accountability
Source: Lee Hopkins 2009 – Better Communication Results
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Rule 3 Optimise and test Rule 3 Optimise and test
• Continue to test: – Messaging – Creative (KISS works)– Landing pages and information flows
• Send users directly to the information they are after• Make email creative and banners effective and easy to use• Work with the right partners
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Rule 4 – Once you’ve got them, don’t forget them Rule 4 – Once you’ve got them, don’t forget them
• Have database acquisition built in as part of your overall communications strategy
• Ensure that you have a frequency in mind• 5 x a day is probably too much, but monthly may not be
enough • Work out how email ties in with other communications
strategies
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Building a database – cost effectivelyBuilding a database – cost effectively
• By using a combination of email marketing (eDM) and Web traffic, including key social media applications, we can help build a cost-effective large database
• Only pay per registered user in the database within a pre-defined target market
• A database that you can continue to market to via email and mobile
• We can target via: – Age, Sex, Geographic location, profession, interests
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ConclusionsConclusions• You can build a targeted email/mobile
database • Deliver a message quickly and cost
effectively• Use what you already have – are you
getting the most out of current databases?
• Key takeaway – this is simply the start of a relationship – can you maintain and grow it and Deliver true ROI?
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Questions?