Brand X helps businesses boost their digital marketing through mobile CRM communities. They establish micro communities focused on specific interests to engage customers through relevant content and conversations. This increases customer insights while lowering marketing costs. Operators are presented as an example partner that struggles with high acquisition costs and needs new ways to differentiate. Mobile CRM communities are proposed as a solution to better engage customers, lower costs, and increase brand value. Examples of potential communities target different gender and age groups. The presentation emphasizes relevance, conversations, collecting insights, and establishing long-term engagement through community building and targeted campaigns.

1. Brand X
We help boost your business
The new way of digital marketing

2. Establish your dialogues
•Collect intelligence that helps build engaging and relevant dialogues
•Promote relevant offers for users through high involvement campaigns
•Consumers involves in relevant content – not brands
This is how we do it!

3. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital marketing solution – engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

4. Elevator pitch
• Marketers struggle increasing their business with existing budgets – high value exposure costs!
• Traditional Above the line marketing means that you buy in on others market place – in a ”rasing
the bar competition” with your competitors and other brands
• Customers use digital platforms increasingly in their brand consumption and buying decision
processes
• Customers hyper stimulated with general content and entertainment – dedicated content consumption
is in increasing demand!
• As a marketer it is therefore key to establish your own low cost micro communities with relevant
content - and use these as dialogue platforms – Mobile CRM!
• Either high value but also high cost content communities – eg. Football and sport in general
communities
• Or lower value but also low cost communities motivated by simple gamification, community
boosting contests and user to user generated content
• Mobile is the fastest growing community media!
• Use your own mobile communities as a customer dialogue tool – to be tuned in and create further
insight in customer needs – be the marketer with best customer insights!
• As well as use this platform for selling and creating customer loyality/engagement

5. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution – engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

6. Time spent on media
43
29
16
11
1
40
6
22
9
23
0
5
10
15
20
25
30
35
40
45
50
TV Print Web Radio Mobile
Adspent per media Consumer timespent per media

7. Customer Acquisition cost
Kolonne1 Kolonne2 Kolonne3 Kolonne4 Kolonne5 Kolonne6
TV Print Search CRM Mobile CRM
500 €
400 €
300 €
200 €
150 €
100 €

8. Customer First Marketing Paradigm
… because customers have more options in a
digital and social world
• They can choose which marketing messages they receive, when,
where, and from whom. They expect, even demand, interactive
communication.
• Delivering on time and according to what’s expected is no longer
enough.
• Promoters demand something extra (surprise & delight)
• And detractors share (called Second moment) bad customer
experience on the social web

9. General marketing strategy reflects 50-60
years of experience, where this has been right!
Customer way
First moment
Prospects
Aware
Præference
CTA
Sale First paradigm
UseBuy
Key is cost efficient high value
sale!
and low cost production
=> Customers get less than
expected

10. The strategic framework behind Customer First
marketing paradigm
Customer way
Zerro moment First moment Second moment
Prospects being influenced by Users via Social Media!
Aware
Share UseBuy
Customer First paradigm
New focus and
Ressource allocation
Moment of truth
Key is delivering a superior customer experience when
being a customer

11. Mobile CRM Marketing
=
User generated and related content within micro communities creates
relevance and frees up marketing resources for other campaigns!

12. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution – engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

13. General situation – eg. Mobile
operators
• Limited market growth even from mobile data due to price competition. Combined with increasing
customer acquisition cost and industry high churn, EBITDA (growth) is under pressure
• Increasing subsidy and or increasing marketing budgets in general only leads to short term
advantages – and general trend in decreasing OPEX – also marketing spend.
• Every one talks of Customer Centricity – but limited customer dialogue and indsight is established
• Mobile services and operator offered content was’ent the profit builder as hoped for – profit to low or
even negative and complexity to high = >in general are opererators still bit pipes making profit from
selling acces
• Most operators use the same tactical campaign elements they have for +10 years – and as the
competitors – difference is in general only segment focus and visual expression
⇒ Need to identify marketing activities that both has tacical and strategic (branding) potential
⇒ Differencing the operator
⇒ Lowering the subscriber acquisition cost
⇒ Increasing the customer dialogue & customer insight
⇒ True customer engagement builds brands and increases loyalty

14. The operator needs
– The digital marketer partnership opportunities
Lowering the customer sales cost
Lowering the
customer handling
cost
Increase brand value by introduce new innovative
concepts and marketing campaigns
Increasing customer
insight and establish
cost effective dialogue

15. Digital marketer partnership opportunities – the
solutions
Mobile CRM communities – establising new marketing space
estabsising motivated brand dialogue with target segments
The expert – user
helping users
motivated by
gamification and
edjucate me – help
your customers to
become better
customers
Fun and innovative campaigns – typical event based (Tour
de France, local events etc.)
Use contextual CRM
tools to gather
customer insight and
build promotors and
minimize detractors

16. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution– engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital markers – do’s and don’t
Making room for conversations!

17. Building micro communities
Key insights:
•Use Events and contests to boost community start up – eg. Partnership with
other brands – make sure that tipping point are reached within 1-3 months in
general
•Core Content interest areas to be strong micro community theme, eg. Fashion,
boyz’s world, new Handsets & gadgets….
•Invest in relevant content – but minimize it and focus on user generated
content and gamification elements – dramatic increase in content cost does in
general not reflect in high brand commercial community value
•Building short term event community events just at costly as long term
communities – ensure to have a long term vision
•Build it to last: Long term micro communities enables stronger user to user
dialogue and stronger user to brand platform – and users se through fake or
short term community attempts

18. The community journey
• Phase 1 – focus on innovative marketing activities builing the community
• Often together with other brands – e.g. as Prizes ”participate in the H&M sommer
campaign and win a VW Golf Cabrio. Send an SMS to … and ”
• Identify key segments and their content needs
• No or low brand exposure and commercial value
• EVENT driven/motivated!
• Phase 2: Automate customer dialogue, collecting insight, build community by
motivating member get member activities and user to user generated content.
• Moderate commercial brand value – some Mobile CRM campaign activities
• Phase 3: Intense brand utilization of established
segmented marketplace
Phase 1 – Embryonic
and event focus
Phase 2 – Hyper activity
- automated
Phase 3- The new
media entity

19. Customer engage in dedicated and high
quality mobile micro communities
Customer journey vs. brands:
•Relevance
•Trust
•Sale
My area of
interest
You catch my interest - CONTENT
I trust you
I will buy from you
Others recommend you

20. The business logic model behind Mobile
CRM – establish viable customer
engagement
Customers
Micro
segment
need and
intererests
Brand need
and
intention
Relevance and
Interest
Push
communi-
cation
Pull
communi-
cation
Internal focus

21. Mobil CRM Customer vision
- Engagement drivers needs to be end-user centric
% of customer
engagement

22. Making room for conversation –
collecting Customer insight and use it in the Dialogue
Customer
X
intriguing
content
What I
do
Who am
I
Ask & listen
to me
Talk to
me
+ Identitify Promotors, Neutrals and Detractors

23. Mobil CRM engine
Segment needs
Collecting
customer insights
Target offerings
Segmented
dialogue
Intriguing Content

24. The customer journey
– how to motivate sale or avoid churn
Any given marketeer – customer base distribution:
Eg. 40%
Promotors
Eg. 40%
Neutrals
Eg. 20%
Detractors
Motivate KPI fufillment (Sale or Retention) takes
segmented and relevant dialogue with all segments!

25. Effective dialgoue – without eventual opt-
out needs targeted and segmented dialgue
Interests:
Characteristica A B C
Detractors
Neutrals
Promotors
E.g. In order to avoid churn marketeers need to address all
segments accordingly to their needs to achieve maximum effect

26. Exampel – reducing churn – traditional
vs. Mobil CRM
Traditional:
•Marketeer churn eg. 10% anual churn
•Via datamining target segment are identified.
•Eg. 5% of customer base
•Segment with 4 x normal churn = 20% churn
•Effect of traditional marketing activity eg. 25%
churn reduction
•That is 0,25x0,2x0,05
•Improvement on churn = 0,25% of X
•That is if X is 1.000.000 then effect is reduction of
churn on 2.500 customers annually
but…
•That is out of e.g. 100.000 churners!
New Mobile marketing paradigm:
•Marketeer churn eg. 10% anual churn
•All contacted via mobil CRM.
•Eg. 50% of customer base active
•Segment with almost normal churn =8% anual
churn
•Same effekt: marketing activity eg. 25% churn
reduction
•That is 0,25x0,08x0.5
•Improvement on churn = 1% of X
•That is if X = 1.000.000 then effekt is reduction of
churn on 10.000 customers anually
•And yes – mobile CRM is cost effective!

27. Cost of doing business
- You need low cost scale more than targeting
Make sure you go for
scale – start up cost is
often the same for
involving few vs. Many
customers!
=> Marginal cost dramatic
decreased if launching
high quality mobil CRM
koncepts!

28. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution – engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

29. What the new digital marketers -
should do
• Users engage in fun and entertainment – not brands
• Content is king
• You do it by being relevant and engage users by making room for conversations in micro
communities!
• Enabling both user to user but also user to (relevant) brand conversation within the community
• You collect on going both behaviour but also questionnaire based customer insight
• and segment users according to profile and interest
• and ensure that ongoing customer dialog are targeted according to this!
You build relationships with users and engage them in micro communities!

30. How you do it
•Target users with relevant content by controlling the conversations
•Gamify the the user experience to keep users engaged and give them a sense of progression
•Automate everything to assure your user experience
Making room for conversations and creating dialogues that build loyalty!

31. Engaging the customers
- Community and campaign building blocks
Social CRM platform

32. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution– engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

33. Your customers- eksampel
• Teenage girls age 13-25 years old
• Or woman age 30-50 years old
• Into looking good
• Socializing with friends
• And building new network
• Need:
• Boost ego
• Confirm friendsships
• Build new friendsships
• Likes gossip
• News about fasshion
• Cool events in local community
• Deals – restaurants and shopping

34. Silverbullet 1 – Female Micro
community – 25-55 years
• Innovative new marketing event
• Build new innovative relationship
with female customer segments
• If possible together with media
partner – e.g. Aller or Bonnier

35. Your customers- eksampel 2
• Adult male 25-55 years old
• Into sport
• Socializing with friends
• And building new network
• Need:
• Boost ego
• Confirm friendsships
• Build new friendsships
• Likes being updated
• Funn and entertainment – games and quizes
• Cool events in local community
• Deals – restaurants and shopping

36. Silverbullet 2 – male Micro
community – 25-55 years
• Innovative new marketing event –
launch a new micro community
targeting techies
• Build new innovative relationship
with male customer segments
• If possible together with media
partner – e.g. TV2

37. Silverbullet 3 –male Micro
community – 15-25 years
• Innovative new marketing event –
launch a new micro community
targeting young urban male
• If possible together with media
partner – e.g. Aller or Bonnier

38. Agenda
• Digital marketing models – decreasing the marketing acquisition cost
• The operator situation and motivation
• The Community
• The new digital solution– engaging your customers and prospects
• Examples of concepts
• Strategic way forward for digital marketers – do’s and don’t
Making room for conversations!

39. Digital business models
Avoiding Revenue without adequate scalability
Bodyshopping – selling IT
hours at cost +
Profit
Potential
Solution selling – to others
value chains
Micro projects
Volumen community owner –
capatilizing brand exposure to
target segments

40. Going from what to how –
to make money by focus on scalability
Do’s
•Develop industry offerings with appealing
event motivated concept packages
•Ensure end user relevance/community
potential – despite of initial brand urge to push
only brand related services
•Packages that in general are motivated by
marketing KPI’s hence budget allocation here
from
•Atchik core innovations should be “building
blocks” development defined by 3-5 micro
segment needs – eg. Men 15-30 or Tweens
etc.
Don’t
•Build to order – eg. self service apps – that is
body shopping of IT ressources
•Sell to low level employees - ensure high
level marketing commitment at C level – we
sell business assistance – using mobile CRM
as alternative to other medias
•Avoid over promise – do not sell loyality or
direct sale – you sell enabling and customer
engagement – that leads to KPI fullfilment.
•Develop aditional apps and/or platform
functionality – without having clear end-user
need and micro community package potential
in mind!

41. Mobile communities –don’t
• ”Just” a pack of apps or not even
an killer app!

42. Mobile communities –do’s
• Targeted offerings – that is
community package with Apps,
quizes, SMS, chat, questionaires
etc.
• End user segment specific
• EVENT based
• Either constructed – eg. A big
contest
• Or natural event – brand
specific or content related eg.
OL, EM or –Tour de France

43. How to engage - summary
• Target segments – start with
what target segments are
interested in!
• Build content elements
around this!
• Supported by all mobile
media – wap, sms, apps,
chat and responsive web
• Focus on user to user
dialogue and content
creation
• Strong community building
elements – not just apps or
games!
• Use events to kick-start
community
Also utilises legacy features!

44. The 3 business opportunities for
Digital marketers:
1. Content kings – mobilize and build commnities around and with content brands!
• Medias like Berlingske, Bonniers, Fotball clubs etc.
• Or like guys that has all rights to FC barcelona goals the last 25 years…
• But content kings that scale – preferebly international
1. Start own targeted micro communities – in search for new mobile web opportunities!
• Like Butifull pets.com, Cool houses from the 70’s and their transition, Coolest fishermen.com etc.
3. Build content based micro communities to ”borrowing brands” - like operators.
• Consumer do not involve in brand dialgoue – but in content marketing – therefore build event
drivent micro content communities.
• Adress micro segments customer needs and build high involvment communities relevant to
product brand dialogue

45. Thats it!
Questions?