Transcript of 20110927 permission based marketing
- 1. Permission Based Services
- 2. O2 Priority Moments
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- 3. O2 Priority Moments is a revolutionary service for o2 mobile
subscribers who can opt-in to receive mobile discount codes for a
wide range of popular brands straight from their mobile
phone.
The offers provided consist of a combination of exclusive deals for
O2 customers signed up by O2 Media and aggregated vouchers / deals
from external databases / affiliates. The offers can be volume
and/or time based.
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- 4. Genesis
O2 has adjusted their proposition to be a connected service
business
They have relationships with both their users and the brands their
users like to consume
O2 has extensive analytics on their users demographic
profiles
The brain child was to bring the user and the brand together and
create a loyalty program beyond their PAYGO Top up Surprises
O2 Priority Moments concept was born to develop a platform that
leveraged users locations and preferences so that relevant and
priority moments could be brought to the user from their favorite
brands.
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Birth of the concept
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- Biggest campaign to fully tap location based features
- 6. Precision targeting through combination of customers
profiles and current location
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Whats new?
- 7. Show local offers depending on location
Show local offers available around the location of the user
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- 8. Chose categories
And customise the order in which they are displayed (e.g. Food,
Beauty, Entertainment, Sport) etc)
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- 9. Display map/directions to the partners location
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- 10. Save favorite vouchers
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- 11. Share with friends
Facebook
Twitter
Google+ (soon to come)
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Social Sharing through:
- 12. Display and redeem voucher in store
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- 13. Link directly to partner
A link to the partners mobile websites and websites makes it easy
to redeem the voucher
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- 14. When no local offers are available location unspecific
offers can be displayed
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- 15. Push notifications to keep users engaged
Operators have the unique opportunity to approach customers
proactively
Precision Targeting by combining customer profiles and their
current location
+ their current location
+ one-off opt-in
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- 16. The Result
The successes so far
200,000 downloads in the first couple of days
Since July the app has been downloaded 1,2 Million times
Have had ???? Redeemed with an average redemption of ??? Per
day
It is 121 in the Apple store
Average rating 4 stars
The top vouchers are:
- Dominos Pizza
- 17. O2 Retail
- 18. Pizza Hut
- 19. Holiday Inn
- 20. Toni and Guy
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- 21. Summary and Learning's
Creating a service that will utilise the users data take a lot more
thinking
It would help if there was more rigid boundaries around what can
and cannot be done
O2 had a particularly complex job as they need to ensure they
retain their users and the service did not damage user
perception
Needing to take in to account so many Merchants requirements
Dont take a project like this on lightly .
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