Framework best practices v3
- 2. Life cycle of Community Services Launch Chat Traffic Timeline 1 5 6 1) Regulation + Interconnection 4) Moderation 2) Business Model 5) Loyalty/CRM 3) Advertising & Affiliation 6) Wake up 2 3 4 Year 1…n 2 3 3 Planning of the Requirements apart from Product features (A community service lasts and generates traffic as long as you invest in it – endless)
- 3. Type of SMS Chat and Requirements: Before setting up a SMS Chat service you have to consider: SMS Community services and Requirements SMS/MMS 1) Regulation/ Interconnection 2) BM 3) Advertising & Affiliation 4) Moderation 5) Loyalty/CRM 6) Wake up Chat (P2P, forum) x x x Passive Depends on billing Depends on billing Hot or Not/Rating/ Dating x x x Active/Passive x x Moderated Chat x x x Active x x MT Newsletter? One-Off or Fee? MO or MT billing? MT Alerts? This will impact your choices for: – Animation – Moderation (passive/active) – CRM – Tutorial – Wake Up
- 4. This will impact your choices for: – Animation – Moderation (passive/active) – CRM & Alerting – Wake Up Type of WAP Chat and Requirements: Before setting up a WAP Chat service you have to consider: WAPand WEBCommunity services and Requirements WAP 1) Regulation/ Code of Conduct 2) BM 3) Advertising & Affiliation 4) Moderation 5) Loyalty/CRM 6) Wake up Chat (P2P, forum, chatroom) x x x Passive/Active Depends on billing Depends on billing Hot or Not/Rating/ Dating x x x Active/Passive x x Moderated Chat x x x Active x x WEB Chat x x x Passive/Active x x Wap Push Alerts? Subscription? Per msg? Per KB We pay for MT?
- 5. 1. Regulation/Code of Conduct + Interconnection (1/2) Responsibility : Local Legal Manager (with P&O support) Tasks to perform: Check local constraints and Code of Conduct for Chat Service: – Age control – Pricing – No direct contact with users – No CRM – No adult content – storing up of data – … Implication on: – Pricing/Business Model – Moderation – CRM Docs available: Code of Practice/Conduct for Premium Services in NOR, SWE, BE, NL, DE, UK, IRE, FR, ES
- 6. Type of interconnection – Media - B2C/Telco Advantages – Easier to get critical mass – Better customer experience: always someone connected, precise search results, busy Chatrooms/forums – Easier to get to a balanced male/female ratio – Optimises animation of the community (more diverse user content, more targeted animations, allows B! to attract celebrities for VIP Chats) Constraints B2C/Telco interconnection – Age control policy has to be the same on all services – Moderation policy has to be the same on all services – Language (culture) and time zone MMS SMS WAP WEB Telco White label Branding & MarketingBranding & Marketing OwnershipOwnership B! Blinko Web & Youth brands B! Telco B! & Partner 1. Regulation/Code of Conduct + Interconnection (2/2)
- 7. 2. Business Model Best Practices (1/2) Responsibility: Local Sales Manager (with P&O Support) Tasks to perform: Listing of local accepted Business Models: - B2C = Brand and Promotion done by B! or commercial partner (e.g. Blinko) B! & partner encounter same constraints for promotion of the service - B2B = Promotion done by Telco (Telco branding or cobranding) B2C SMS: - Billing per newsletter - premium message - fee + price/msg - bundle: fee/week for number of messages B2C WAP: - price per message - newsletter (subscription for 1 week) - WAP push (subscription for 1 day, tacit renewal) - Subscription - Subscription + price per download - Price per download
- 8. B2B: History of traffic & revenue for: – FR: SFR – IT: WIND – UK: VF/Orange/O2 – BE: Mobistar/Proximus – DE: Eplus/O2/VF 2. Business Model Best Practices (2/2) B2B SMS: - price per message - fix fee (+ bonus) B2B WAP: - price per message - price per page - revenue share on monthly subscription fee (+ tacit renewal) - price per (active) user - fix fee (+ bonus) Business model experience available for: B2C: History of user base, traffic & revenue for: – Chat&Co – Blinko Spain – Per Due/Affinity – Moderated Chat NZ
- 9. 3. Advertising and Affiliation Best Practices B2C (1/2) Responsibility: Local Marketing Manager (with P&O support) Tasks to perform: List advertising means and Check best CPA based on agreed BM: – MD – TV – WEB – Sponsored link/Keyword/referencing – Banner/Splash Pages – Affiliation – WAP: see Web – Press (free press)
- 10. 3. Advertising and Affiliation Best Practices B2C (2/2) Advertisement and Affiliation experience available for: History of costs and return rate for: - MD: South Africa & NL - TV: Spain, New Zealand, South Africa & Nigeria - WEB – Sponsored link/Keyword/referencing: France, UK – Banner/Splash Pages: France, NL & Spain – Affiliation: UK - WAP: see Web - Press (free press) Output: Formalisation of Media Plan (Advertising & Affiliation)
- 11. 4. Moderation Best Practices (1/3) Responsibility : Local Marketing Team (with P&O Support + Existing Moderation teams (France, UK)) Tasks to perform: – Passive Moderation (Safety Moderation) – Active Moderation (Stimulation Animation) – Adapt Moderation guidelines to local constraints – Set up local Editorial guidelines Tools to use: – CMS (Passive Moderation) – ChatBox (Active Moderation)
- 12. Selection of tools depend on the type of moderation you do: Passive Active Moderation Moderation Chat B2B BTEL Spain Mo de rate d Chat NZ 4. Moderation Best Practices (2/3) CMS: ChatBox: CMS ChatBox
- 13. 4. Moderation Best Practices (3/3) Dimensioning & Performance – Matrix: traffic/number of moderators/working hours for: – Passive Moderation & Active Moderation – Time limitations: – Time before moderation & Time of answering – Challenging Third Parties in Performance Monitoring and Control Moderation – Protocol Moderation Quality Test Docs available: – Moderation Guide – Dimensioning – Description/Instruction Guide Tools: CMS + ChatBox – Protocol Moderation Quality Test – Costs Third Parties in ES, NZ
- 14. 5. Loyalty/CRMBest Practices Responsibility : Local Marketing Team guided by P&O Tasks to perform: – CRM – Stimulation Tools to use: – Launcher – ChatBox Loyalty/CRM Experience available for: – No Nick/No Profile – Tutorial – Welcome – Animation – Stimulation with ChatBox
- 15. 6. Wake Up Responsibility: Local Marketing Team guided by P&O Tasks to perform: – CRM Tools to use: – Launcher – Traffic Stimulation Tool CRM Experience available for: – Daily and Weekly Wake Up B2B – Wake Up SMS Moderated Chat NZ – Wake Up WAP Chat&Co – Wake Up WAP Blinko Chat – Wake Up Adult SMS – Wake Up Premium SMS UK