Summary

� Objectives �  Strategy � Digital Marketing Proposition � Mobile Marketing �  Social Media & Brand Reputation � Actions � Control

Objectives

� To increase our market share by 30% on the 20-30 years old women’s prepaid market in the first year.

� To increase awareness of the 3Pay offer by 100% in the first year.

� To increase the 3 brand awareness by 50% in the first year.

Digital Marketing Objectives � To engage 50% more 20-30 years old

women online during the first 3 month of the campaign. (Sizzle-Extend the brand online)

�  To grow by 100% the database email coverage during the first year of the campaign. (Speak-get closer to customers)

�  To increase interaction by 100% during the first 3 months of the campaign with the online brand Three. (Serve-add value).

Strategy:

The Brand Three: � Personality: user-friendly telecom brand,

affordable, comes with benefits for the users.

� Brand attributes: freedom, self-expression, youth, enjoyment, drive to do ‘impossible’.

� Emotional Benefits: ◦  Connectedness to the community ◦  Positive attitude towards life

Strategy

Segmentation: ◦ Mobile Intensives (23%) ◦ Mobile Casual (24%) ◦ Mobile Restrained (53%)

Source: Business Wire 2010 Prepay market in Ireland: 70% of subscriptions, predominantly women.

Strategy Targeting: � 20-30 years old women � Urban and single � Very social and outgoing � Has a lot a free time �  Social media heavy users Our insight: Young women wants to share about their life

Strategy

Positioning: Three as a conversation brand. We want to differentiate ourselves on the young women's segment. � Online value proposition:

Strategy

The Sequence: 1.  Create Traffic: Advertising with

Affiliates & Social Media. 2.  Engage: Audience creates content,

reacts, share, interact. Creates Traffic and engagement.

3.  Convert: Audience is rewarded for participating and is presented all the benefits of 3Pay.

Digital Marketing Proposition

v Establisment of a conversation platform named 3lives. § Concept § Tactic § The Br3ath system § Implementation § Challenges to implementation

Concept of 3Lives

§  Conversation platform where women will talk about various aspects of their life

§  Dependent on « User Generated Contents »

§  Mixture between Glam.com & Twitter §  3lives refers to three different lives § Personal life: perosnal issues and drives § Social life: interests to share § Emotional life: soft part of a woman’s life

Tactic of 3Lives §  Design: simple clean and minimalist §  User engagement process step by step:

1.  Sign up or log in with Facebook Connect 2.  User information will have to be added to the

database 3.  First connection will be rewarded with some

« Br3ath points » 4.  User can start posting topics, comment, « Like »,

dislike and vote.

The Br3ath system

§  Point collection system refering to the notion of « lives »

§  Aims are to engage users and foster user content generation and user conversion.

Br3ath system §  Each user will start with three breaths. §  Each user will be awarded for her contribution. §  Starting a topic- 3 points §  Commenting on a topic- 2 points §  Making someone member with reference- 2 points. §  To stop flooding and low quality topics, a negative point system will also be

integrated. If any user ‘dislikes’ a topic, the topic poster will lose 3 points. Thus the ‘breath’ system will also be controlled by the users.

§  Everyday, the highest breath gainer will be rewarded with a small amount of bonus balance on her 3pay connection.

§  Certain amount of breath can be converted into products, discounts and vouchers.

§  To get the benefit of breaths, the user must have a 3pay connection. However, without a 3pay connection, anyone still can be a member and participate fully, but to claim rewards she must be registered with a verified 3pay connection.

Implementation �  Navigation: �  Frontpage: A simple minimal page with log in/ sign

up option, a Rubic’s cube displaying random tags, link to Youtube channel and 3’s advertisements.

�  User page: Each user will also have her own page showing topics she started, topics she likes or comments on, and a personal messaging option.

�  Log in page: Page showing two different log in options.

�  Conversation page: Each topic will create a conversation page where the users can participate.

Challenge to implementation

� Categorization of the topics: relevancy �  Flooding with irrelevant posts and

comments � Dealing with 90-9-1 rule � Convert users into 3pay consumers

Mobile Marketing �  Mobile Application:

- Check the last top conversations, share, reply, interact. - Create your own conversation and share it on social media. - Log on with Facebook connect, check your profile and your Br3athes. -  Use your Br3athes, switch to 3. -  Available for iOS and androïd devices.

�  Made for the “on the go” use, mobile app fits to our audience lifestyle. �  Expected to receive more visits than website. �  Will be marketed through: ◦  Appstores ◦  3Lives.ie ◦  Featured posts ◦  Banner advertising on top irish apps

Social Media

�  Facebook page �  Facebook application � Brand Reputation Management

Facebook Page �  Tactic: ◦  Take advantage of our dependency over

facebook. �  Design dialogue �  Enhance communication �  Provide 3lives users more service (widgets…) ◦ Major aspects: Interaction, entertainment,

communication. ◦ Mottos: Listen, respond, engage

Facebook Application

� Help the people the find who of their friends are using our platform or getting them to encourage their friends to join.

Brand Reputation Management

Key words: aware – addressed - control � Company News � Press Release �  Social Media �  Industry Awareness � Consumer Response

Actions

Traffic building actions: � Banner advertising �  Social Media advertising ◦  Facebook Ads ◦ Twitter promoted posts

�  Featured Posts �  SEO

Actions Affiliate strategy:

http://www.cosmopolitan.com/ http://www.allure.com/ http://www.glamour.com/ http://www.glam.com/ http://www.elle.com/ http://www.ivillage.com/ http://www.fashionmagazine.com/ http://www.glamourmagazine.co.uk/ http://www.graziadaily.co.uk/ http://www.closeronline.co.uk/

Measurement/Control

� Brand metrics ◦ Traffic: Quantification/Qualification ◦  Sales ◦ Top subjects ranking

Thank You.