calling an international expansion? get your global digits right with programme management
DESCRIPTION
Susan Jamie, LBi bigmouthmedia, Leanne Johnson, Skypea4uexpo Barcelona 2012TRANSCRIPT
Calling an International Expansion? Get your Global Digits Right with Program Management
19th June 2012 – A4U Expo Barcelona
Introductions
• Susan Jamie – Senior Affiliate Manager at LBi bigmouthmedia
• Aaron Shaw – Search and Affiliate Manager at Skype
Agenda
• Key variances between markets −Europe, USA and Russia
−How these have influenced program strategy
• Skype affiliate program case study
− Key considerations for expanding the global program, along with challenges faced and strategies to drive program growth
• Summary
• Q&A
Key Variances Between Markets
Market Differences – Skype Local Insights Brand AwarenessLarge familiarity with the brand, perceived as a collaboration tool
Products Full range offered across voice, video, messaging, business and other e.g. Wifi
ChallengesPayment options
Market Differences Europe
Affiliate Issues of Importance
Google Updates & Impact
Vouchercodes
Datafeed
49% of German shoppers visit
before purchase -Forrester
Research 2009
European affiliates favour the CPA model – A4U European
Landscape Report 2011
Most Used Links1. Text Links2. Banners3. Datafeeds
In-house affiliate programs are not
common in Germany
Market Differences – Skype Local Insights
Brand AwarenessSkype has high brand popularity in Russia market, seen as a versatile brand (innovative and multi disciplined)
Partnerships • Penetrate and distribute via partners including Groupon • Expand via Broadcast and PR partnerships
Challenges • Fraud• Payment systems
Market Differences – Russia
Media adspend rose by 21% in 2011, within this total internet spend increased 56%
Market Differences – Skype Local Insights
Brand AwarenessSkype has over 85% brand awareness in the US market Perceived as a fun and innovative brand
Products Full range offered across voice, video, messaging, business and other e.g. Wifi
Challenges Regulation around bundling calling products
Market Differences – USA
Brand awareness is a key
consideration for affiliates choosing
a merchant to promote
Most Used Links1. Banners2. Text links
Skype Affiliate Case StudySkype Affiliate Program Case Study
Skype Global Facts
• 250 million connected users per month
• Run rate of more than 300 billion minutes annually
• Approximately 50% of the (above 300 billion minutes stat) are video calls
• For Q3 FY12 Skype users made more than 100 billion minutes of calls, an increase of 40% from the prior year’s third quarter
• More than 40 million concurrent users at peak times
Skype’s Objectives
“Now Skype is part of Microsoft. Together we will bring innovative technology to friends, family and colleagues everywhere. We will enable more people to connect in more ways that transform and enhance their lives.
And this is just the beginning” – Tony Bates
Engage 1 Billion Connected Users
• Continue to drive user led marketing strategies
• Increase the number of connected users and active days
• Drive awareness, education and adoption of multiple products and features, moving people from free to paid
Driving Efficiencies with LBi
• Increase frequency and type of communications • Build relationships with key partners in key
territories• Enhance perception management internally
Communication
• Recruitment focused on key Skype territories• Reporting on a global level• Fraud / Reversals• Payments in local currency
Process
• Drive incremental sales across key territories• Increase product ranges sold globally• Restructure network fees and commission
structure Financials
Overcoming challenges
Communication Process Financials
New Affiliate Payment Model
Integrating with other channels
Affiliate widget &
infographics
SEO keyword analysis
Increased FTP
sales for
Skype
Strategies to grow the global campaign
Strategies to grow the global campaign
Skype Affiliate Case Study Summary
• Skype FTP numbers increased by 49% in the first 6 months of the new payment model going live
• Program now delivers a positive ROI
• Affiliate feedback on communication levels
• Fraud levels are minimal across all locations
• FTPs from key locations increased
−Germany up from 5% to 13%
−USA up from 47% to 65%
Summary
Key Considerations
1. Think global, act local
2. Act on affiliate feedback
3. Affiliate network support in local markets
4. Research into local markets and have individual territory strategies to tie into this
Questions?
• Susan Jamie – Lbi bigmouthmedia
Skype: bigmouthmedia.susan.jamie
• Aaron Shaw – Skype
Skype/Twitter: @aaronbshaw