Attracting (and keeping) wider audiences with internet content.
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Presentation made at The TV Show in Sydney, April 2011. Refreshed July 1 2011 after it came out of embargo.
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Attracting (and keeping) wider audiences with internet content.
- 1. The TV Show Australia 2011 âAttracting Wider Audiences with Internet Content" Tim Parsons â Head of Product & CTO
- 3. Tim Parsons Head of Product & CTO @ Quickflix - Founder Mobile Monday Sydney - 5 years of aerospace computing - 7 years in web development - 3 years in design + branding - 3 years in online startups 2 years client-side @ Quickflix!
- 4. page 4 Quickflix Summary 80,000 subscribers Growing 20% Q-on-Q Revenues now $1m/mth Website 600K visits/mth 10 millionth DVD sent. 50K movies and TV titles, adding 400+ per month. Everything from latest release box office hits to classics, foreign, arthouse, sport and documentaries. iTunes:~4,000 movies + TV shows Foxtel: ~2,500 titles rotating + TV channels Video store: ~2,000 titles, rotating Fetch TV: 100 movies + TV Channels Kiosk: 30 titles Cinema: 20 Titles
- 6. page 7 We create & use internet contentâŚ
- 7. âŚto âattract wider audiencesââŚ+ i.e. Acquire new customers & Retain existing.
- 8. Some Acquisition Insights(assuming no ATL brand $$$)
- 9. #1. Size of âinternet audienceâ in Oz 10.4m households1 8.2m smartphones2 10m on facebook3 A large mainstreamaudience is out there. 1. ABS Internet Activity Report, Dec 2010 2. ABS Internet Activity Report, Dec 2010 3. SocialBakers.com, Apr 2011
- 10. #2. Channel Marketing worksNobody âvisitsâ websites, people are dragged to them by SEM/SEO, affiliate, eDMs, banners, adwords, etc., etc.Good, relevant content is vital to achieve message/offer cut-through. Whatâs your www address again ?
- 11. #3. Good, relevant content drives WOM ⢠Facebook page likes ⢠sharing behaviour⢠higher Google organic rank1 in 3 of our signups are organic, and we have an excellent Google organic search ranking.
- 12. Insight #4: Critical elements to acquisition funnel performanceâŚ(pto)
- 13. Clear USPs
- 14. Super âlow frictionâ acquisition funnels
- 15. Consistent, inviting, on-brand, content execution
- 17. Insight#1 : Understand full content & audience engagement lifecycle Engagement measure: e.g. Queue length
- 18. #2 Provide good content discovery tools Relevancy Increases engagement, reduces churn
- 19. First Generation : limitedbrowsing & recommendations, search behaviour dominant
- 20. Current Generation : extensive browsing support, editorial collections dominant
- 21. Current Generation : extensive browsing support, editorial collections dominant
- 22. #3 Social Media & blog content are great retention & engagement tools
- 24. We plan to carefully transition ourexisting 80,000+ subscribersfromto⌠+
- 25. ...amultiplatform digital service Brought to you by