This document discusses the digital value proposition from the perspectives of T-Mobile UK and MEC. It outlines their view of paid, owned, and earned media and how brands can use real-time technology, media, and messaging to better predict and react to customer behavior. It also provides an example of how T-Mobile UK leveraged its "Full Monty" plan across paid, owned, and earned channels to drive a 60% increase in plans sold and a 17% increase in contract value.

1. The digital value proposition
A 360 degree view from MEC and T-
Mobile

2. Tim Pritchard Richard Stanton
Digital & Social Manager – T-Mobile UK Head of Digital Strategy & Activation MEC
@timpritchard @rich_stanton23
http://uk.linkedin.com/in/timothypritchard http://uk.linkedin.com/in/richstanton23

5. Paid Owned Earned
product
site(s) corporate
‘advertising’ website
natural
search
Affiliates
Campaign social
Sites
media
Community

6. Paid Owned Earned
Prospects Customers Advocates

7. Awareness
Paid
Consideration Prospects
Conversion
Earned Owned
Advocates
Loyalty Customers
Advocacy

8. Predict React

10. Predict React

14. Predict React

16. Real Time
Technology Media Messaging
Signals
Clicked one a
search term Tariff
Viewed a Tariff
on the web site
Handset
Interacted with
an online ad
Interacted with
our social Campaign
platforms

20. T-Mobile’s
Product business Brand
Development priorities Relevance
Exciting new Target
technology or audiences’
platform behaviour
Innovation

21. • VIDEO TO EMBED -
http://www.youtube.com/watch?v=K-
EvvfMXEwU

22. Paid Owned Earned

23. Paid

24. Owned

25. Earned
Wish i waited a week to @billybothwell68 @o2 T
mobile full monty deal- definitely jumping on the full
get my new contract
unlimited everything monty unless o2 offer me
tmobile have an amazing
apparently! some serious perks. #o2
new deal on the full
#tmobile
monty. #pissed
Just smashed out the fully TJust changed my
monty contract with t-mobile @TMobileUK plan to 'The Full
2000mins unlimited text Monty' which has the much
Internet t-mob calls!!! Yes desired unlimited data
goodness!
Ok I love the T Mobile advert for That Full monty tariff on t
T-Mobile Full Monty. *presses
the full Monty plan like the plan mobile is going to kill every
like*
as well. other network lol

26. 60% 17%
of total plans Purchase Increase in
sold intent and contract
consideration value

27. 70:20:10

29. IN SUMMARY

30. paid, owned and earned is here to stay

31. think quick and do not sit still to gain a competitive edge if
you

32. do not underestimate the importance of data

33. agencies and clients need to work closer together than ever
before

34. THANK YOU