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Presentation made at The TV Show in Sydney, April 2011. Refreshed July 1 2011 after it came out of embargo.
Citation preview
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
“Attracting Wider Audiences with Internet Content"
Tim Parsons – Head of Product & CTO
The TV Show Australia 2011
QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDIntroducing…
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
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!
Tim Parsons
QUICKFLIX.COM.AUpage 4
Quickflix Summary
50K movies and TV titles, adding 400+ per month. Everything from
latest release box office hits to
classics, foreign, arthouse, sport
and documentaries.
Cinema: 20 TitlesKiosk: 30 titles
Fetch TV: 100 movies + TV ChannelsVideo store: ~2,000 titles, rotating
Foxtel: ~2,500 titles rotating + TV channelsiTunes:~4,000 movies + TV shows
80,000
subscribers
Growing 20%
Q-on-Q
Revenues now
$1m/mth
Website 600K
visits/mth
10 millionth
DVD sent.
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
What about you ?Are you part of a • Media business?
(aggregating eyeballs)
OR• A Product/Service outfit?
(educating potential
customers about your
products/services)?
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Your content:- is a direct extension of your brand
- it positions you in the mind of the audience- can be a powerful business tool
- “mediaversality” means all brands are editorial.
ial.
QUICKFLIX.COM.AUpage 7
We create & use internet content…
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
…to “attract wider audiences”…
+
i.e. Acquire new customers & Retain existing.
QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDSome Acquisition Insights
(assuming no ATL brand $$$)
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
#1. Size of ‘internet audience’ in Oz
10m on facebook3
10.4m households1
1. ABS Internet Activity Report, Dec 20102. ABS Internet Activity Report, Dec 20103. SocialBakers.com, Apr 2011
8.2m smartphones2
A large mainstream audience is out there.
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
#2. Channel Marketing works Nobody “visits” 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.
What’s your www address again ?
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
#3. Good, relevant content drives WOM
• Facebook page likes • sharing behaviour • higher Google organic rank
1 in 3 of our signups are organic, and we have an excellent Google organic
search ranking.
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Insight #4: Critical elements to acquisition funnel performance…
(pto)
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Clear USPs
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Super ‘low friction’ acquisition funnels
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Consistent, inviting, on-brand, content execution
QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDSome Retention Insights
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
WATCH
SHARE
DISCOVER
Insight#1 : Understand full content & audience engagement lifecycle
Engagement measure: e.g.Queue length
QUICKFLIX.COM.AU
#2 Provide good content discovery tools
Visual Discovery
Personalised Recommendations
Search
Editorial/Merchandising
Catalogue Browsing
Relevancy
Increases engagement, reduces churn
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
First Generation : limited browsing &
recommendations, search behaviour dominant
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Current Generation : extensive browsing support,
editorial collections dominant
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
Current Generation : extensive browsing support,
editorial collections dominant
QUICKFLIX.COM.AU
#3 Social Media & blog content are great retention & engagement tools
QUICKFLIX.COM.AUENTERTAINMENT DELIVEREDMonetizing internet video
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
We plan to carefully transition ourexisting 80,000+ subscribers
from
to…
+
QUICKFLIX.COM.AUENTERTAINMENT DELIVERED
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