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 value proposition
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
3.
4.
5. Paid Owned Earned
product
site(s) corporate
‘advertising’ website
natural
search
Affiliates
Campaign social
Sites
media
Community
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
17.
18.
19.
20. T-Mobile’s
Product business Brand
Development priorities Relevance
Exciting new Target
technology or audiences’
platform behaviour
Innovation
21. • VIDEO TO EMBED -
http://www.youtube.com/watch?v=K-
EvvfMXEwU
25. Earned
Wish i waited 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
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.