A presentation for 3 telecom, prepared by Vincent, Jonathan and Iftekhar

2. Summary
— Objectives
— Strategy
— DigitalMarketing Proposition
— Mobile Marketing
— Social Media & Brand Reputation
— Actions
— Control

3. 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.

4. Digital Marketing Objectives
— Toengage 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)
— Toincrease interaction by 100% during the
first 3 months of the campaign with the
online brand Three. (Serve-add value).

5. 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

6. Strategy
Segmentation:
◦ Mobile Intensives (23%)
◦ Mobile Casual (24%)
◦ Mobile Restrained (53%)
Source: Business Wire 2010
Prepay market in Ireland:
70% of subscriptions, predominantly women.

7. 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

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

9. 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.

10. Digital Marketing Proposition
v Establisment
of a conversation platform
named 3lives.
§ Concept
§ Tactic
§ The Br3ath system
§ Implementation
§ Challenges to implementation

11. 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

14. 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.

15. 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.

17. 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.

18. 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.

21. 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

22. 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

23. Social Media
— Facebook page
— Facebook application
— Brand Reputation Management

24. 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

25. Facebook Application
— Helpthe people the find who of their
friends are using our platform or getting
them to encourage their friends to join.

26. Brand Reputation Management
Key words: aware – addressed -
control
— Company News
— Press Release
— Social Media
— Industry Awareness
— Consumer Response

27. Actions
Traffic building actions:
— Banner advertising
— Social Media advertising
◦ Facebook Ads
◦ Twitter promoted posts
— Featured Posts
— SEO

28. 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/

29. Measurement/Control
— Brand metrics
◦ Traffic: Quantification/Qualification
◦ Sales
◦ Top subjects ranking

30. Thank You.