8secondz-mediaplan

8secondz | Media strategy 57

Project Overview61- Situational Analysis


Our brief is to implement a digital consumer experience strategy (based on existing brand strategy). Goal is to

maximise the consumer´s digital experience and to reach a high user engagement. We will analyse the target

audiences’ digital touch points and bring all of these touch points together to provide a consistent and contextual

experience.

Based on the media strategy, we will develop an integrated digital media plan including custom-tailored media

plans for multi-digital channels; a global communication calendar (whole project) and a master media plan

covering the soft launch in Australia and the launch in America.

6. Project Overview Situational Analysis«58


Project Overview62- Media Objectives


SHORT-TERM KPIS

• Attract 500 enrollers in the Australian soft launch.

•  Ignite curiosity and interest of the target audience, encourage them to sign up and explore more in the

platform.

MID/LONG-TERM KPIS•  Attract 1,000,000 enrollers in the first year.

•  Reduce churn within community

•  Increase challenge uptake rate

6. Project Overview Media Objectives

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Project Overview63- Target Audience and their media behavior


• 13 to 21 year-olds

• Both males and females, with a slightly

stronger focus on females

• City based

• Seeking recognition / fame

• Cool, edgy and fun

• Middle to high class

• English-speaking (initially)

• Active on social media channels like Vine,

Snap Chat, Instagram and Facebook

TARGET AUDIENCE

6. Project Overview Target Audience«


• Ego Boost: Always concerned about their own appearance and achievements.

• Constant Connection:

Always online and connecting with peers, surroundings and latest trends.

• New Exciting Technology:

Digital natives, live a technology driven lifestyle. They constantly explore new “digital toys” to entertain themselves.

MOTIVATION OF TARGET AUDIENCE

6. Project Overview Target Audience«


ATTENTION INTEREST SEARCH ACTION SHARE

HOW DOES THE TARGET GROUP HEAR ABOUT NEW APPS?

•  Become interested when friends share in social media•  Attracted by app store ranking and recommendation

•  Search in Google/App store • Sing up, download and play • Share in social media

6. Project Overview Media behavior«


Media and Social Strategy71- Media Strategy Overview


Search, Display ads, Social Ads, KOL’s Landing page, Download-Site, APP Social Media , Word Of Mouth, EPR

7. Media and Social Strategy Media Strategy Overview

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The media strategy and approach will be consistent across the two markets being considered in the

launch (Australia & US). The specific channels will vary in media spend given the consumer

behaviours between these two markets will vary.

REACHING MORE

• Digital marketing strategy

•  SEO

• Google Adwords / Pay Per Click

• Display advertising

ACT AND CONVERT MORE

•  Improving results from your website

•  Landing page conversion

• Content marketing

ENGAGE MORE

•  Building online communities

•  Email marketing

• Online PR and influencer marketing

•  Social media marketing

7. Media and Social Strategy Media Strategy Overview

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60%PAID MEDIA

20%EARNED

MEDIA

20%OWNED MEDIA

Boost awareness on a high reach and targeted platform

Keep engaging and raise conversation for the brand.

Ignite interest via social buzz

MEDIA BUDGET WILL BE ALLOCATED THROUGHOUT PAID, EARNED AND

OWNED MEDIA

7. Media and Social Strategy Media Budget Split

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AWARENESS

INTEREST

CALL-TO- ACTION

STRATEGY

PAID

OWNED&

EARNED

PAID

•  Display advertising through high reach and targeted platform

•  Search Engine Marketing

•  Social Media Engagement

•  Multi-screen communication

•  In-App Ads

•  App Store Search Optimization

OBJECTIVE

TRIGGER/REACH TARGET GROUP BY RIGHT MOTIVATORS (INDEPENDENT FROM OBJECTIVE)

7. Media and Social Strategy

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Media Strategy


Media and Social Strategy72- Social Media Strategy


•  Attract targeted fans and friends of fans to expand reach

•  Engage fans and WOW them•  Ask fans to share our post•  Promote post for best reach•  Mine Insights for fans data to

develop better posts

•  Repeat/adapt the top 9 posts•  Make it easy to engage•  Mix fun & informative posts•  Post when fans are active

•  Award an incentive to fans who share

•  Integrate contest from our landing page

•  Ask fans to vote for their favorite and convince them to sign in

•  Reward fans who tag our biz •  Link to the articles and videos

which are popular among target audience and include call-to-action

•  Add a like box/like button to landing page

•  Use brand ambassador to share strong voices to reach more potential users.

FANSENGAGEMENT CONTESTS

SHARE BRAND AMBASSADOR

CUSTOMIZE FACEBOOK AND TWITTER PAGES TO HIGHLY ENGAGE TARGET

GROUP AND BOOST CONVERSATION

7. Media and Social Strategy Social Media Strategy

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A FRAMEWORK FOR THE COLLECTION OF DATA AS PART OF THE CREATION

OF A SOCIAL MEDIA STRATEGY

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7. Media and Social Strategy Social Media Strategy


Channels81-Digital consumer in Australia


AUSTRALIAN DIGITAL NATION AT A GLANCE

8. Channels Digital consumer in Australia

«Sources from: Digital Australia: State of the Nation 2014

Australia is one of the most digitally connected places on earth with 77% of Australians (aged 13 and above) owning a

smart phone and 81% of Australian households with internet access in 2014.


•  13.4 million Australians are online an average of 18.8 hours a day

•  Western Australians make up 10 per cent of the internet population and spend 19.7 hours a day online

•  Northern Territory residents make up 4 per cent of the internet population and spend 18.6 hours a day online

•  South Australians make up 7 per cent of the internet population and spend 19.9 hours a day online

•  Queenslanders make up 20 per cent of the internet population and spend 19.7 hours a day online

•  New South Wales residents make up 32 per cent of the internet population and spend 18.1 hours a day online

•  Victorians make up 25 per cent of the internet population and spend 18 hours a day online

Sources include; *Australian Bureau of Statistics, AIMIA Sensis Social Media Report, Stephen Cater Social Media in Australia, Australian Direct Marketing Association

Average internet use by state

How Australians Spend Their Time Online

•  One in every five minutes spent is on social media

•  71 per cent of Australian consumers check email at the beginning of the day while only 17 per cent will check Facebook

•  Consumers’ initial online activities tell us something of their priorities and motivations as they start their day. Understanding

their mindset—whether it be business, social or news focused, as well as the lens through which they access their first online

content—provides valuable insight into the most effective ways to reach consumers online.

•  47 per cent of Australian consumers will check email as the last thing they do online each day while 27 per cent will check

Facebook.

•  Just as it is important to analyze morning behavior to understand the priorities and motivations of your consumers ,it is

important to examine how consumers end their digital day in order to better comprehend how channel usage shifts

throughout the day. When evening rolls around, consumer priorities tend to shift from business to leisure. Email usage

decreases in the evening, but it remains the most popular channel for Australian consumers.


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• Social media is ascendant in 2014. It represents one of the most popular regular online activities, with 69% of

Australians accessing various social media platforms at least once a week.

• Smartphones are the number one device for accessing social media, followed by laptops.

• Among social media users, Facebook continues to be more popular than the rest.

MOST POPULAR IN AUSTRALIA: SOCIAL MEDIA

Sources from: Digital Australia: State of the Nation 2014


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Channels82-Digital consumer in America


Sources: www.statista.com/topics/1164/social-networks & comScore

As of 2014, more than approximately 1.8 billion internet users have accessed social networks; 170 million of which

were located in the United States. Despite the ubiquity of social networks, market potential is still increasing, as user

figures and user engagement continue to grow.

In the US, mobile devices accounted for 55% of Internet usage in January 2015. Apps made up 47% of Internet traffic

and 8% of traffic came from mobile browsers.

Leading social networks usually boast a high number of user accounts or strong user engagement metrics. For

example, Facebook recently surpassed the 1 billion user mark at the beginning of 2012 whereas relative newcomer

Pinterest was the fastest independent website in history to reach more than 10 million monthly unique visitors.

Overall, U.S. users spent more than 121.8 billion monthly minutes on social media.

Recently, social networking has demonstrated a clear shift towards mobile platforms. Smartphone and tablet apps as

well as mobile web access have facilitated Twitter’s constant presence. In addition they have heightened the profile of

location-based services like Foursquare and enabled users to comfortably access visual blogging sites including

Tumblr and Pinterest via tablet.

AMERICAN DIGITAL MEDIA LANDSCAPE

8. Channels Digital consumer in America

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•  In 2014, Americans own four digital devices (average). Ownership of many digital, mobile and connected devices has

reached critical mass. Internet-connected computers (80%) and smartphones (65%) are in a majority of households,

with a near majority for digital video recorders (49%) and gaming consoles (46%).

• As a result of the explosion in digital and mobile device ownership, American consumers are constantly connected with

screens throughout the day and engage with media content for more than 60 hours per week.

JULY 2013 JULY 2014

Sources from: Nielsen report-the digital consumer in America

AMERICAN DIGITAL MEDIA LANDSCAPE


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•  Almost two-thirds (64%) of social media users use social media sites at least once a day via their computer.

•  47% of smartphone owners visited social networks every day.

•  The unique audience for social media smartphone apps increased by 37%.

•  Facebook remains the largest social network for web and mobile, Instagram nearly doubled the number of unique

users in 2014.

SOCIAL MEDIA USAGE CONTINUES TO GROW IN AMERICA

Sources from: Nielsen report-the digital consumer in America 2014


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Channels83-Channel Strategy


Reach potential users at the right moment

Provide a distinct and unique way to create interactive dialogues Engage and boost conversation

Attract target audience’s attention

MOBILE

DISPLAY ADVERTISING

SEARCH ENGINE MARKETING

SOCIAL MEDIA

WHAT ARE THE TARGET AUDIENCE´S DIGITAL TOUCHPOINTS? HOW CAN WE BRING THEM

TOGETHER? GOAL IS A CONSISTENT AND CONTEXTUAL EXPERIENCE.

8. Channels Digital Touch Points

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Use display ads to attract target audience’s attention for launch phase (soft launch Australia).

We highly recommend adding display advertising, (planning and buying) to the overall online marketing mix.

Use banner ads to attract target audience in their

high affinity media (e.g. Facebook).Put QR code in

the display to create more access to sign out.

Use multi-screens approach to increase

participation.

ATTRACT ATTENTION THROUGH DISPLAY ADVERTISING

8. Channels Display Advertising

«


§  Use both pc and mobile channel to drive potential users to enroll or

download the app.

§  Use competitor & generic words buying mode, when users search

relevant content, brand information and content of interest will be shown

in top section.

Competitor words Life-style wordsAuto generic words

“Best video app” VidiBee Pik n’ Pix

WhichPic Horse

Funny video video game

Video competition

KEY WORDS EXAMPLES

Video apps

8secondz

Video apps

USE SEM TO REACH POTENTIAL USERS WHENEVER THEY ARE SEEKING

8. Channels Search Engine Marketing

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APPS CONTENT COOPERATION

Select the App which TA prefers to in-

depth cooperate (increase way of access.

With e.g. Spotify Music, Pandora Radio)

Use app store ranking

optimization to target

audience on the front page .

IN-APP ADS

Select high matched game App to

deliver ads to promote 8secondz.

DATA POOL MARKETING

Use data pool to deliver launch information to

target audience precisely

- Free wifi login advertising

- Direct mail

USE MOBILE CHANNELS TO PROVIDE A DISTINCT AND UNIQUE WAY TO CREATE

INTERACTIVE DIALOGUES WITH TARGET AUDIENCE

APPSTORE RANKING OPTIMIZATION

8. Channels Mobile Strategy

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LANDING PAGE(PC/MOBILE)

SEARCH

MOBILE ADS

APP STORE

SIGN UP AND DOWNLOAD

APPS

SOCIAL BUZZDISPLAY ADS

SOCIAL MEDIA

8. Channels Marketing Architecture

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Media Plan91-Communication Roadmap


Be the best and win prizes Keep entering and win a final reward

OBJECTIVE

STRATEGY

THEME

Draw attention and call for action Continue to create social buzz and keep the topic hot

SOFT LAUNCH 9.1– 10.30

LAUNCH11.1 – 12.30

MAINTAIN 1.1-2.1

Create anticipation

PRE-LAUNCH7.1 – 8.30

•  Ignite target audience’s interest with attractive reward.

•  Through the theme to create preference

An all new video competition game is coming

CHANNELS

COMMUNICATION CONTENT

COMMUNICATION PLATFORM

•  Announce launch information in advance and appeal the game pioneers.

LANDING PAGE/SOCIAL MEDIA BRAND PAGE

Display Ads on Facebook, twitter in Australia

Start search campaign in Australia

SOCIAL

ACTIONS

Facebook, Twitter

SEARCH

DISPLAY

Set up social media account Content post, KOL interaction, social media activity in Australia

Start search campaign in USA

Content post, KOL interaction, social media activity in USA

Google, AppStore, Facebook, Twitter Google, AppStoreFacebook, Twitter, instagram

Display Ads on Facebook, Twitter in USA

•  Want to win $5,000? A new video c game is coming! •  Be the best - enter the advanced competitions for a chance to win $5,000 in prizes!

•  More entries and better prizes! Keep entering for a chance to win cash and prizes worth $5,000.

9. Media Plan Communication Roadmap

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Media Plan92-Communication Calendar


JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY,2016 FEBRUARY,2016

YOUR KEY CAMPAIGNS OR EVENTS Pre-launch Campaign in Australia Soft Launch in Australia Sustain Campaign in Australia

ANY SPECIAL OFFERS & SALES PROMOTIONS Christmas Promotion

ONLINE & INTERACTIVE July August September October November December January February

WEBSITE Mini-site preparation Launch Mini-site Maintain Mini-site

GOOGLE ADWORDS Keyword list and ppc ads preparation SEM campaign launch,(run and manage) SEM campaign maintenance (campaign optimization based on data analysis)

DISPLAY ADVERTISING Prepare creative materials, media buying Launch ads

FACEBOOK Facebook page create, Topic plan and content plan

preparation launch content and activities Account maintenance, sustain engagement

TWITTER Topic plan and content plan preparation,

KOL negotiation launch content and activities Account maintenance, sustain engagement

YOUTUBE Creative materials preparation, media buying Launch ads

MOBILE BROWSING (E.G. IPHONE APPS) Creative materials preparation, media buying Launch ads

BUDGET AU$*** AU$ *** AU$ ***

TOTAL BUDGET AU$ ***

9. Media Plan Communication Calendar-Australia (Soft Launch)

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8secondz | Media strategy 91 9. Media Plan Media Assumptions (Australia)

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WEBSITE

TOTAL VISITORS (UV): 10,000 to 30,000

IMPRESSIONS (IMPS): 150,000 to 200,000

TARGET TRAFFIC SOURCES:

•  Search (Paid and Organic): 30%

•  Referral (Social, links): 15%

•  Paid (eg. Display Ads): 45%

•  Direct: 10%

SOCIAL PLATFORM

FACEBOOK LIKES: 100 to 300

RETWEETS/POSTS: 150

POST REACH: 1000 to 1500

ENGAGEMENT:/COMMENTS: 30

TARGET CPM RATE: AU$50-80

Note: Actual CPM rates will vary by platform


SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY,2016 FEBRUARY,2016

YOUR KEY CAMPAIGNS OR EVENTS Pre-launch Campaign in America Launch in America Sustain Campaign in America

ANY SPECIAL OFFERS & SALES PROMOTIONS Thanksgiving promotion Christmas Promotion

ONLINE & INTERACTIVE September October November December January February

WEBSITE Mini-site Development Launch Mini-site Maintain Mini-site

GOOGLE ADWORDS Keyword list and ppc ads preparation SEM campaign launch (run and manage) SEM campaign maintenance (campaign optimization based on

data analysis)

DISPLAY ADVERTISING Prepare creative materials, media buying Launch ads

FACEBOOK Facebook page create, Topic plan and content plan preparation Launch content and activities Account maintenance, sustain engagement

TWITTERTopic plan and content plan preparation,

KOL negotiation Launch content and activities Account maintenance, sustain engagement

YOUTUBE

Creative materials preparation, media buying Launch ads

MOBILE BROWSING (E.G. IPHONE APPS) Creative materials preparation, media buying Launch ads

BUDGET $ *** $ *** $ ***

TOTAL BUDGET AU$ ***

9. Media Plan Communication Calendar-America (Launch)

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WEBSITE

TOTAL VISITORS (UV): 10,000 to 30,000

IMPRESSIONS (IMPS): 150,000 to 200,000

TARGET TRAFFIC SOURCES:

•  Search (Paid and Organic): 25%

•  Referral (Social, links): 15%

•  Paid (eg. Display Ads): 55%

•  Direct: 5%

SOCIAL PLATFORM

FACEBOOK LIKES: 300-700

RETWEETS/POSTS: 400

POST REACH: 3000 to 5000

ENGAGEMENT:/COMMENTS: 80

TARGET CPM RATE: US$60-90

Note: Actual CPM rates will vary by platform

Includes Thanksgiving promotion.

Note: Total number including metrics from the

Australian soft launch.

9. Media Plan Media Assumptions (America)

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8secondz-mediaplan

Documents

secondz media strategy

social media channels

app social media

master media plan

customtailored media

integrated digital media

existing brand strategy

project overview6