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Pbm optism thomas_labarthe
1.
Secrets Behind Generating 25%
Response Rates Thomas Labarthe, Vice President Mobile Advertising, Alcatel-Lucent October 3, 2011 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
2.
Business as usual
2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
3.
The business of
engagement 3 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
4.
Engagement through conversations
lead to long term relationships Consumers’ Consumers’ Engagement Engagement Traditional model “THE NEXT BIG THING !” Dialogue Dialogue Dialogue Dialogue Dialogue Campaign Campaign 1 2 … 23 24 #1 #2 Year X Year X On-going conversation • Occasional touch points • Fragmented engagement • Low interactivity • High interactivity through Dialogue • Re-engage with audience from previous campaigns Adapted from: mobileSQUARED 4 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
5.
It starts with
the Opt-In Source: Flickr, Yes South London All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
6.
Once we have
Permission we need to build Profiles and Preferences All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
7.
Preferences require
constant fine tuning to remain relevant Image: Marcus Penna All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
8.
Creating engaged audiences
– the results (EMEA Deployment) 16% Opt-in rate based on basic SMS invitation – without reward 50,000 Opted-in within first 10 days of soft launch 1,000,000 Opted-in during a 2 month period 1,800,000 Opted-in since launch Average response rate to Dialogue campaigns 30% Maximum 55% to date 8 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
9.
Keep it relevant
9 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
10.
Visa Case Study
Did you know that using your VISA Debit card at any store • Encourage use of Visa debit card while gives you a chance to win shopping prizes up to 150,000LE? Reply free of charge •Targeted to Arabic speaking users 1=Yes Over 25 2=No • Sent just before the Weekend • Text Dialogue was used for the campaign format 10 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
11.
Make sure to
use your VISA Using VISA Debit card at any Debit card this weekend for all store gives you a chance to your purchases for a chance to win prizes! To get one contact win prizes! your bank now! visamiddleeast.com visamiddleeast.com Reply Reply 1 2 11 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
12.
Response Rate /
Hour Based on Relevance Insights • Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High Spenders Low Spenders High Spenders All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL 12
13.
Interests Drive Responses
Insight • Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentation Low Spenders High Spenders All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL 13
14.
Demonstrate Value
14 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
15.
Volkswagen Case Study
The new VW Touareg has been unleashed by Universal Motors. Do you want to know more? • Raise Awareness that the new Volkswagen Touareg is available for sale 1= Yes 2= No Reply for free • Targeted to people interested in Cars • Leveraging Text Dialogue format • Completely free to reply 15 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
16.
Campaign Results
The redesign of the VW Touareg comes with optimised engines, new interior, faster, 30% responded to the campaign lighter and easier to handle call Universal Motors on 0302243434 for inquiry 90% of all respondents wanted more information 35 – 50 and over 50s were most responsive Males and Females were equally responsive 16 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
17.
adidas Predator
Do you know which star from Real Madrid made his choice Case Study to play with the new adidas Predator shoe? Reply for free • Raise awareness of the new adidas 1=yes Predator shoe 2=no • Targeted to Arabic and English speaking users Under 50, Males and interested in Sport • Rich Dialogue was used for the campaign format 17 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
18.
Campaign Results
Do you know which star from Real Madrid made his choice • 27% to play with 19% (English) responded (Arabic), the new Adidas Predator shoe? Reply for free to the campaign 1=yes 2=no • 15-24s were most responsive (35.5%) You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe • 73% of Arabic speakers learned about collection of adipower adidas’ sponsorship of Kakà Predator 18 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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Formula for consistent
response rates • Foundation of a strong opt-in database is based on trust and transparency • Constant fine tuning of preferences is critical • Keep people engaged with things they care about, when they care about it • Provide value, be useful, campaign wording is everything Want more insights? Check out our Behind Closed Doors session 14:15 – 14:45 The Milkman is Back Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL
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