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Mocial Panel Presentations & Discussion,[object Object],Living Social, FOX Sports and MTV,[object Object]
Mocial Panel Presentations & Discussion,[object Object],Anu Mohan,[object Object],VP Marketing,[object Object],Living Social,[object Object]
Connected Marketing,[object Object],Anu Mohan,[object Object],VP, Marketing,[object Object]
4,[object Object],Connected Marketing,[object Object],Social,[object Object],Mobile,[object Object],Local,[object Object],Email,[object Object],4,[object Object]
5,[object Object],Mobile,[object Object],Extend customer’s purchase window,[object Object],Allows purchases, social sharing & Redemptions on the go,[object Object],Extend premium product experience,[object Object],Optimised for iPhone, iPad and Android,[object Object]
3rd largest Facebook community in Australia!,[object Object],6,[object Object],Approx. 710,000 strong “I Love” communities,[object Object],Strategic investment for LivingSocial / Jump On It,[object Object],Foursquare partnership,[object Object],High engagement tool & rich source of UGC,[object Object],Social,[object Object],279, 583 fans,[object Object],168,068 fans,[object Object],63,874 fans,[object Object],59,788fans,[object Object],44,503 fans,[object Object],42,612 fans,[object Object],49,587 fans,[object Object],Others,[object Object]
Social,[object Object]
From local deals to international getaways,[object Object],8,[object Object],Daily deals space is email marketing at its best,[object Object],1.9M+ subscribers,[object Object],40+ Markets,[object Object],2M+ emails sent every day!,[object Object],Inbox supremacy,[object Object],Email is King! - continues to be the primary revenue generator,[object Object],Email,[object Object]
Hyperlocal strategy has benefits for merchants and customers alike,[object Object],9,[object Object],‘Hyper’ Local,[object Object],For Merchants,[object Object],Attract local customers,[object Object],More repeat customers as distance is a non-issue,[object Object],Better capacity planning due to smaller exposure,[object Object],For Consumers,[object Object],Promote local businesses,[object Object],Opportunity to trial more establishments in their area,[object Object],Convenience,[object Object]
Anu.mohan@livingsocial.com,[object Object],Thanks!,[object Object],10,[object Object]
Mocial Panel Presentations & Discussion,[object Object],Mark Jones,[object Object],Digital Director,[object Object],FoxSports,[object Object]
Getting all [e]moci[on]al,[object Object]
Source: Google social media research,[object Object],Fat bastard is a thinker,[object Object],"I eat because I'm unhappy and I'm unhappy because I eat.  It's a vicious cycle.”,[object Object],In digital publishing we need to know what feeds us…,[object Object]
Source: Google social media research,[object Object],Social = awareness,[object Object],Likes don’t pay the bills, interactions do.,[object Object],Who do want to do the influencing?,[object Object],What do you want the ‘influenced’ to do?,[object Object]
Source: Google social media research,[object Object],Mobile = anytime,[object Object],IRB World Cup getting 3X traffic to mobile than website,[object Object],USA peers get more traffic to mobile than PC today,[object Object],>50% of mobile activity is now in apps,[object Object],Audiences are mobile, but still push to TV core,[object Object],Nielsen: Australian Internet & Technology Report 2010,[object Object]
Source: Google social media research,[object Object],Local = my tribe,[object Object],Sport fans “local” is not just geography,[object Object],Local is “my people”,[object Object],Wear my colours,[object Object],Talk my language,[object Object],We love and hate together,[object Object],Players and teams, but also other codes,[object Object],Products must then become personalised and immersive,[object Object],Nielsen: Australian Internet & Technology Report 2010,[object Object]
Source: Google social media research,[object Object],Email = personal,[object Object],Yet over a quarter are impersonal/commercial,[object Object],Must respect our subscriber’s time,[object Object],Must be about the user’s needs, not ours,[object Object],How relevant,[object Object],How personal,[object Object],Meet identified needs,[object Object],Avoid dislikes,[object Object],Coordinate with other comms,[object Object],Nielsen: Australian Internet & Technology Report 2010,[object Object]
Thank youMark jonesDigital DirectorE: mark.jones@foxsports.com.auTwitter: @markdamonjones,[object Object]
Mocial Panel Presentations & Discussion,[object Object],Colin Blake ,[object Object],Director Marketing, Communications & Artist/Talent Relations,[object Object],MTV Networks Australia & New Zealand,[object Object]
Mocial Panel Presentations & Discussion,[object Object],Colin Blake ,[object Object],Director Marketing, Communications & Artist/Talent Relations,[object Object],MTV Networks Australia & New Zealand,[object Object]
We Know Music and Youth… ,[object Object],... “in a world gone Mocial – Mobile, Social, Local and Email”.,[object Object]
TV ,[object Object],3.6million,[object Object],Social Media 73,000,[object Object],Online 333,000,[object Object],MTVN Australia ,[object Object],Total Touch Points ,[object Object],4.1million,[object Object],Other DM 123,000,[object Object],Critical Mass Reach,[object Object],[object Object]
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,[object Object]
   PARTNERSHIPS ARE KEY,[object Object]
Final Thoughts…. ,[object Object],Consumers are loyal to brands not platforms. ,[object Object],56 Million Mobile devices in Aus by 2015 (2.4 per cap.) ,[object Object],6 out of 10 people would answer their phone while having sex! ,[object Object]
Thank you! ,[object Object],Colin.blake@mtvna.com.au  ,[object Object]
Case Studies,[object Object],Nick Simms,[object Object],National Channel Manager – Foodservice,[object Object],HJ Heinz,[object Object],Michael Twomey,[object Object],Head of Strategy,[object Object],Silverpop APAC,[object Object]
Case Study: Heinz Australia,[object Object],Automate and save resources,[object Object]
Case Study: Heinz Australia,[object Object],The Situation,[object Object],[object Object]
Strained sales team dealing directly with orders and company updates.,[object Object]
Launched email promotions to build a more segmented database.
Used findings to create easily customised emails targeting individual vendor preferences.,[object Object]
APAC Master Class Panelists FOX Sports MTV Living Social
The Payoff,[object Object],[object Object]
Email sales outperformed the combined results of all Heinz Australia sales representatives.
Increased ROI by using resources in a more targeted manner.,[object Object],[object Object]
Growing database of more than 100,000 Australian travelers.
Looking for timely and relevant solution to engage and widen customer base.,[object Object]
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. ,[object Object]
The payoff,[object Object],[object Object]
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%).,[object Object]
Prize:,[object Object],One economy class airfare return to Bangkok, Thailand flying Thai Airways International from Sydney.,[object Object],Total value $2,264.,[object Object]
How to Win!,[object Object],Prize 1,[object Object],Hoyts x 5 Double Movie Passes ,[object Object],Check in to FourSquare or Facebook at Silverpop Master Class ,[object Object],Prize 2,[object Object],Hoyts Reward Packs x 5 (doubles),[object Object],Business Card Draw ,[object Object],Prize 3,[object Object],Neverfail Art Cooler,[object Object],Email masterclass@silverpop.com.au,[object Object],Prize 4,[object Object],RedBalloon Mini Stunt Driving ,[object Object],Best Tweet using #spopmcsyd,[object Object],Prize 5,[object Object],Thai Return Flight to Bangkok ,[object Object],SMS Your ‘Name’ and ‘Company Name’ to ,[object Object],0416 905 797,[object Object],NSW PERMIT NUMBER:,[object Object],LTPS/11/09036,[object Object]
5 Tips in 5 Minutes,[object Object],Michael Twomey,[object Object],Head of Strategy,[object Object],Silverpop APAC,[object Object]
5 Tips in 5 Minutes,[object Object],Which ones will you adopt?,[object Object]
1. One click enrichment.,[object Object],Mock up preference centre with social signin,[object Object]
2. Use scoring & behaviour to drive next steps,[object Object],Welcome ,[object Object],Campaigns,[object Object],1st Purchase Campaigns,[object Object],Repeat Purchase Campaigns,[object Object],Loyalty Campaigns,[object Object],Reengagement Campaigns,[object Object],300,[object Object],400,[object Object],600,[object Object],-400,[object Object],-200,[object Object],1st Time,[object Object],Customers,[object Object],Subscribers / Visitors,[object Object],Repeat,[object Object],Customers,[object Object],Unengaged Customers,[object Object],Loyal,[object Object],Customers,[object Object],-,[object Object],+,[object Object],+,[object Object],+,[object Object]
2. Use scoring & behaviour to drive next steps,[object Object],4.1%,[object Object],Triggered,[object Object],Campaigns,[object Object],Volume of Emails sent,[object Object],Sales Generated,[object Object],40.2%,[object Object],Triggered,[object Object],Campaigns,[object Object],95.9 %,[object Object],Batch ,[object Object],Campaigns,[object Object],59.8 %,[object Object],Batch ,[object Object],Campaigns,[object Object],4.1% = 40.2% of revenue ,[object Object]
3. Create a pre to post sales process,[object Object]
3. Create a pre to post sales process    +50% of lost sales via remarketing,[object Object]
4. Test. Test.. Test.. Automated Multivariate testing,[object Object],+ 58 %,[object Object]
4. Test. Test.. Test.. Automated Multivariate testing,[object Object],+ 51 %,[object Object]
5. Let Automation do the ,[object Object],heavy lifting,[object Object]

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APAC Master Class Panelists FOX Sports MTV Living Social

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  • 23. MTV ranked within top 5 General Entertainment TV channels among core viewers aged 16-29
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  • 32. Launched email promotions to build a more segmented database.
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  • 36. Email sales outperformed the combined results of all Heinz Australia sales representatives.
  • 37.
  • 38. Growing database of more than 100,000 Australian travelers.
  • 39.
  • 40. Used highly segmented data to create relevant and compelling marketing campaigns.
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  • 43. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.
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Editor's Notes

  1. LOREN
  2. LOREN
  3. • Our mobile strategy allows us to extend the customer's purchase window: customers want and need to be able to purchase when it is convenient for them.• Allows purchases on the go, any time of day.  Many of our deals are social, and require coordination with others before purchasing. It would be ridiculous to only allow a purchase of deal while a customer is sitting in front of a computer - which for some people is only in the morning and at night.• Our mobile strategy extends our product - and not just miniaturizes it to fit on a smaller screen - which is a common trap for many companies.
  4. It engages fans directly by making the experience very individual. At the same time it gives fans a feeling of being a part of a community where they can comment and exchange ideas Daily deals posted and purchases tracked
  5. Post Daily DealsDiscuss community needsLight hearted engagementsEncourage WOM via Social Sharing!
  6. LivingSocial Australia operates in 40+ marketsSydney made up of 7 markets – Citywide, Eastern Suburbs, Inner West, Greater West, Northern Suburbs, Northern Beaches, SouthernSimilar structure of other metros
  7. Without thinking of the context of mobile users we miss our opportunity.With the game on TV/live is very different to catch up with a match I missed overnight.On the way to work or between meetings is very different to sitting on sofa or at the pub.
  8. LOREN