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Spayz - A social advertising and event tool

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Michael Kaltenhauser
Michael Kaltenhauser

This file gives insights on how Astronaut has developed the leading social media advertising and event integration tool Spayz. It shows all the features and how the product is positioned in the market. Please understand that this is a business development file, so it is more text heavy than normal PPTs.

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? Astronaut 2014? Astronaut 2014 Bringing the social media world to advertising and events
? Astronaut 2014? Astronaut 2014? Astronaut 2014 Corporate clients today are demanding more from advertising and marketing than traditional advertising agencies can solve. Technology companies on the other hand can solve many of these new demands, but do often not have enough in-house marketing knowledge.This is why Astronaut has positioned itself right in the middle between marketing and technology. Furthermore, unlike other marketing companies, Astronaut has used it¡¯s insights to developed it¡¯s own product, called Spayz (pronounced ¡®space¡¯), which handles data from the marketing activities in real time and gives insights into user activities which no other platform can offer. 2 ? Combining the best of both worlds Astronaut is precisely positioned in the middle between an advertising agency and a tech company. Advertising company¡¯s benefits Tech company¡¯s benefits Brand communication knowledge Creative solutions Marketing economics Advertisers trust Creating linked communication Real time data Audience data Creating communities ¡Ö ¡Ö +
? Astronaut 2014? Astronaut 2014? Astronaut 2014 The power of ¡®branding intelligence¡¯ 3 Astronaut¡¯s concept of branding intelligence is a step forward for marketing areas like event marketing, ATL, BTL, CRM, POS marketing and so on, as marketing knowledge is boosted by tech advantages and data creation through a) actively linking users through a social bridge form the brand to the brand¡¯s community, and b) producing data driven insights based on advanced data visualisation. The addressed issues Astronaut¡¯s mission Link traditional marketing industries, like advertising, events, CRM, POS etc. deep to the digital world. ¡°How can traditional advertising link deeply to social media?¡± ¡°How to know who the important members in the audience are?¡± ¡°How can campaigns stretch to POS?¡± ¡°How to link and compare data from Chinese and international campaigns?¡± ¡°How to link offline situations seamlessly to online?¡± ¡°How to create marketing data which is valuable and can be learned from?¡± ¡°How to link CRM to the social media world?¡±
? Astronaut 2014? Astronaut 2014? Astronaut 2014 How Spayz works, ... As the Astronaut team saw that no digital solution was sufficient enough to solve the demands for it¡¯s branding intelligence strategy, the company created it¡¯s own platform Spayz. Spayz links users actively to any brand¡¯s communication activities via their social media accounts. Spayz consists of three parts: the front end, the console and the data centre. 4 The front end Link to the real world ? Links user to brands via social media. ? By using their own social media log in, users integrate deeply to marketing efforts. The console All in one place ? Registers users. ? Monitors social content. ? Connects to the users devices. ? Spreads brand information. The data centre Measure-learn data ? Measures in real time customer engagement. ? Adaptable set of data display structures to make data easy to digest. Supported networks: ? The biggest Chinese networks, like Weibo and Weixin. ? The LinkedIn business network. ? Facebook is integrated and Twitter is on it¡¯s way. Comparing international data: ? Spayz is one of the few platforms which deeply integrates western and Chinese social media worlds and by that can measure and compare market trends and behaviours to gain advantages in international brand positioning.
? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... what skills it has, ... The Spayz control panel (top picture, right) handles the users social interactions, shows who is connected to the brand and monitors the social conversations. The Spayz¡¯ influencer panel (top picture, left) allocates people who have the highest opinion leading power. This amazing feature gives companies a real time knowledge about the community members which matter most while an advertising campaign, an event or a CRM activity is on. 5 Front end management Message board Audience management Top benefits Seamless O2O ? Brining the online world into everyday life. ? Spayz is leading the development in the offline to online sector. Identify influencers ? It is important to allocate the people who can influence masses. ? Spayz¡¯ influencer panel shows in real time who the most important people are. Conversations matter ? Connect the brand to the it¡¯s community. ? Measure the sentiment of conversations, to learn about the impact of branding activities. ! Deep customer integration ? ¡®Following¡¯ or ¡®liking¡¯ a brand is not enough anymore. ? Spayz forms real communities by people actively linking to the brand.
? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... and which outstanding tasks it performs Spayz links users deeply to marketing activities, solving urgent brand communication needs like, how to bring offline brand communication online, how to create data which is valuable and easy to understand, or how can marketing efforts lead to closer customer relations and POS integration. Spayz is adaptable to all needs, creating tailor made solutions for brands and it¡¯s marketing activities. 6 New ways to connect the offline and the online world ? Advertising campaigns and packages are linked purely by people pointing the phone at it. ? New and fresh concepts are created through product recognition and integrating wearables into ad campaigns. Learning from data like never before ? Big data needs to be understood. ? Spayz uses advanced data visualisation features which help clients to understand the data fast and learn from it for further business improvements. Social CRM ? Brand communication efforts should not stop with offline or online marketing activities, but link customers to the brand. ? Through Spayz customers link deeply to the brand and stay in touch via a social CRM system, linking social media and POS communication in one place. Join
? Astronaut 2014? Astronaut 2014? Astronaut 2014 Astronaut¡¯s product strategy 7 To know more about Astronaut¡¯s product strategy please contact info@astronautchina.com
? Astronaut 2014? Astronaut 2014? Astronaut 2014 The story of Astronaut ... Spayz was developed in 2012 and was used for the first time at the opening event for the Galaxy Soho in Beijing, handling the marketing activity on site for over 20.000 people. Since then Astronaut has used it¡¯s branding intelligence techniques for many world leading brands in China. The 25 people strong company is based in the Jian Wai Soho office complex in central Beijing, consisting of project management, design, digital marketing and IT teams. Currently new projects for leading e-commerce websites, car brands and airlines are on the table, making Astronaut one of the leading companies in the ad-tech field. 8 ? Top left: Spayz was used for the Galaxy Soho opening. ? Bottom left: Spayz at an event in action. ? Four phones bottom right: Front end solution for the Porsche Panamera launch in China linked to Spayz. ? Brands which use Spayz:
? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... and it¡¯s founder Michael Kaltenhauser arrived in Beijing 5 years ago to set up Astronaut. He had an 20 years long advertising career in central Europe and London, UK where he worked for global advertising agencies such as McCann Erickson, BBDO, Wunderman and Young & Rubicam. In Michael's portfolio are such brands like Coca Cola, Swatch, Mercedes, Cannon, Orange, just to name a few, for which he created TV, print and outdoor advertising campaigns, as well as event marketing strategies. His work has been published in several adverting books and magazines, and he¡¯s work has been given awards like the Effie and the Art Directors Club Award. After setting up the London brand and design consultancy Captive, which was ranked by Creative Review amongst the top British companies in it¡¯s field, he saw the changes in the branding and advertising industry and so in 2009 he set up Astronaut, first in London, before moving it to Beijing. The influential American media and tech website Business Insider placed Michael amongst the world's most 30 creative people in social media marketing. 9 ? Astronaut 2014? Astronaut 2014
? Astronaut 2014? Astronaut 2014? Astronaut 2014 123 What is happening next Astronaut has laid the fundament for a strong market position through building a marketing service around an IT product, which has proven it¡¯s capabilities, not just to get interest, but also to deliver satisfactory results for international clients. The next tasks are to widen the development gap to copy products and a building a client base of international clients. This is why a two step company development is planned: 1. Build a strong base in China to dominate the national market (planned mid 2014) and 2. open offices in Europe and America to roll out the services internationally (planned for 2015). 10 Step 2 Development in the west ? Opening offices first in Europe, then in the US to launch branding intelligence products in the west. Sales/client management team ? Creating sales contacts and brand exposure for Spayz. ? Three different teams for every client group. Creative team ? Increasing the creative team to further establish strong concepts with Spayz and drive market leadership in the advertising tech field. IT team ? Extending the production team to run parallel developments in all three client groups and in servicing ongoing jobs. Step 1 Development in China ? Creating a bigger sized company to run more jobs parallel and develop Spayz further to fundament leadership. To know more about Astronaut¡¯s development plans please contact info@astronautchina.com
? Astronaut 2014? Astronaut 2014? Astronaut 2014 $37,500,000 $75,000,000 $112,500,000 $150,000,000 Income forecast The income is initially generated by servicing international clients, running their social integration of ATL and BTL campaigns, as well as building influencer networks. The client group B takes longer to generate a bigger income share as single budgets are smaller, but after roughly 2 - 3 years it will account for approximately a third of the turnover. Client group C creates initially mostly value for group A and B, but as time goes on big volume selling of cheap services is creating a significant part of the overall income. 11 Income ratio shift ? As more diverse products are developed - also for client group C - the income ratio will shift. Three years period Group A Group B Group CChina Europe America 2015 ? In China the team has been established and works on new clients. ? Europe has been set up. 2016 ? China continues to grow. ? Europe is established. ? America is set up to start. 2017 ? In China Astronaut is one of the countries leading tech advertising agencies. ? Europe continues to grow. ? America is established. 76% 23% 2% 52% 31% 17% To know more about Astronaut¡¯s income forecast please contact info@astronautchina.com
? Astronaut 2014? Astronaut 2014? Astronaut 2014 лл Ì«¿Õ?ÈË Astronaut? Room3106£¬Tower11£¬West District£¬ jianwai SOHO£¬Chaoyang District Beijing 100020 China ? ±±¾©Êг¯ÑôÇø½¨ÍâSOHO?Î÷Çø11ºÅÂ¥3106ÊÒ Tel +86 (0) 10 5869 4889 info@astronautchina.com Thank you www.astronautchina.com

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Spayz - A social advertising and event tool

  • 1. ? Astronaut 2014? Astronaut 2014 Bringing the social media world to advertising and events
  • 2. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 Corporate clients today are demanding more from advertising and marketing than traditional advertising agencies can solve. Technology companies on the other hand can solve many of these new demands, but do often not have enough in-house marketing knowledge.This is why Astronaut has positioned itself right in the middle between marketing and technology. Furthermore, unlike other marketing companies, Astronaut has used it¡¯s insights to developed it¡¯s own product, called Spayz (pronounced ¡®space¡¯), which handles data from the marketing activities in real time and gives insights into user activities which no other platform can offer. 2 ? Combining the best of both worlds Astronaut is precisely positioned in the middle between an advertising agency and a tech company. Advertising company¡¯s benefits Tech company¡¯s benefits Brand communication knowledge Creative solutions Marketing economics Advertisers trust Creating linked communication Real time data Audience data Creating communities ¡Ö ¡Ö +
  • 3. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 The power of ¡®branding intelligence¡¯ 3 Astronaut¡¯s concept of branding intelligence is a step forward for marketing areas like event marketing, ATL, BTL, CRM, POS marketing and so on, as marketing knowledge is boosted by tech advantages and data creation through a) actively linking users through a social bridge form the brand to the brand¡¯s community, and b) producing data driven insights based on advanced data visualisation. The addressed issues Astronaut¡¯s mission Link traditional marketing industries, like advertising, events, CRM, POS etc. deep to the digital world. ¡°How can traditional advertising link deeply to social media?¡± ¡°How to know who the important members in the audience are?¡± ¡°How can campaigns stretch to POS?¡± ¡°How to link and compare data from Chinese and international campaigns?¡± ¡°How to link offline situations seamlessly to online?¡± ¡°How to create marketing data which is valuable and can be learned from?¡± ¡°How to link CRM to the social media world?¡±
  • 4. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 How Spayz works, ... As the Astronaut team saw that no digital solution was sufficient enough to solve the demands for it¡¯s branding intelligence strategy, the company created it¡¯s own platform Spayz. Spayz links users actively to any brand¡¯s communication activities via their social media accounts. Spayz consists of three parts: the front end, the console and the data centre. 4 The front end Link to the real world ? Links user to brands via social media. ? By using their own social media log in, users integrate deeply to marketing efforts. The console All in one place ? Registers users. ? Monitors social content. ? Connects to the users devices. ? Spreads brand information. The data centre Measure-learn data ? Measures in real time customer engagement. ? Adaptable set of data display structures to make data easy to digest. Supported networks: ? The biggest Chinese networks, like Weibo and Weixin. ? The LinkedIn business network. ? Facebook is integrated and Twitter is on it¡¯s way. Comparing international data: ? Spayz is one of the few platforms which deeply integrates western and Chinese social media worlds and by that can measure and compare market trends and behaviours to gain advantages in international brand positioning.
  • 5. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... what skills it has, ... The Spayz control panel (top picture, right) handles the users social interactions, shows who is connected to the brand and monitors the social conversations. The Spayz¡¯ influencer panel (top picture, left) allocates people who have the highest opinion leading power. This amazing feature gives companies a real time knowledge about the community members which matter most while an advertising campaign, an event or a CRM activity is on. 5 Front end management Message board Audience management Top benefits Seamless O2O ? Brining the online world into everyday life. ? Spayz is leading the development in the offline to online sector. Identify influencers ? It is important to allocate the people who can influence masses. ? Spayz¡¯ influencer panel shows in real time who the most important people are. Conversations matter ? Connect the brand to the it¡¯s community. ? Measure the sentiment of conversations, to learn about the impact of branding activities. ! Deep customer integration ? ¡®Following¡¯ or ¡®liking¡¯ a brand is not enough anymore. ? Spayz forms real communities by people actively linking to the brand.
  • 6. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... and which outstanding tasks it performs Spayz links users deeply to marketing activities, solving urgent brand communication needs like, how to bring offline brand communication online, how to create data which is valuable and easy to understand, or how can marketing efforts lead to closer customer relations and POS integration. Spayz is adaptable to all needs, creating tailor made solutions for brands and it¡¯s marketing activities. 6 New ways to connect the offline and the online world ? Advertising campaigns and packages are linked purely by people pointing the phone at it. ? New and fresh concepts are created through product recognition and integrating wearables into ad campaigns. Learning from data like never before ? Big data needs to be understood. ? Spayz uses advanced data visualisation features which help clients to understand the data fast and learn from it for further business improvements. Social CRM ? Brand communication efforts should not stop with offline or online marketing activities, but link customers to the brand. ? Through Spayz customers link deeply to the brand and stay in touch via a social CRM system, linking social media and POS communication in one place. Join
  • 7. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 Astronaut¡¯s product strategy 7 To know more about Astronaut¡¯s product strategy please contact info@astronautchina.com
  • 8. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 The story of Astronaut ... Spayz was developed in 2012 and was used for the first time at the opening event for the Galaxy Soho in Beijing, handling the marketing activity on site for over 20.000 people. Since then Astronaut has used it¡¯s branding intelligence techniques for many world leading brands in China. The 25 people strong company is based in the Jian Wai Soho office complex in central Beijing, consisting of project management, design, digital marketing and IT teams. Currently new projects for leading e-commerce websites, car brands and airlines are on the table, making Astronaut one of the leading companies in the ad-tech field. 8 ? Top left: Spayz was used for the Galaxy Soho opening. ? Bottom left: Spayz at an event in action. ? Four phones bottom right: Front end solution for the Porsche Panamera launch in China linked to Spayz. ? Brands which use Spayz:
  • 9. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 ... and it¡¯s founder Michael Kaltenhauser arrived in Beijing 5 years ago to set up Astronaut. He had an 20 years long advertising career in central Europe and London, UK where he worked for global advertising agencies such as McCann Erickson, BBDO, Wunderman and Young & Rubicam. In Michael's portfolio are such brands like Coca Cola, Swatch, Mercedes, Cannon, Orange, just to name a few, for which he created TV, print and outdoor advertising campaigns, as well as event marketing strategies. His work has been published in several adverting books and magazines, and he¡¯s work has been given awards like the Effie and the Art Directors Club Award. After setting up the London brand and design consultancy Captive, which was ranked by Creative Review amongst the top British companies in it¡¯s field, he saw the changes in the branding and advertising industry and so in 2009 he set up Astronaut, first in London, before moving it to Beijing. The influential American media and tech website Business Insider placed Michael amongst the world's most 30 creative people in social media marketing. 9 ? Astronaut 2014? Astronaut 2014
  • 10. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 123 What is happening next Astronaut has laid the fundament for a strong market position through building a marketing service around an IT product, which has proven it¡¯s capabilities, not just to get interest, but also to deliver satisfactory results for international clients. The next tasks are to widen the development gap to copy products and a building a client base of international clients. This is why a two step company development is planned: 1. Build a strong base in China to dominate the national market (planned mid 2014) and 2. open offices in Europe and America to roll out the services internationally (planned for 2015). 10 Step 2 Development in the west ? Opening offices first in Europe, then in the US to launch branding intelligence products in the west. Sales/client management team ? Creating sales contacts and brand exposure for Spayz. ? Three different teams for every client group. Creative team ? Increasing the creative team to further establish strong concepts with Spayz and drive market leadership in the advertising tech field. IT team ? Extending the production team to run parallel developments in all three client groups and in servicing ongoing jobs. Step 1 Development in China ? Creating a bigger sized company to run more jobs parallel and develop Spayz further to fundament leadership. To know more about Astronaut¡¯s development plans please contact info@astronautchina.com
  • 11. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 $37,500,000 $75,000,000 $112,500,000 $150,000,000 Income forecast The income is initially generated by servicing international clients, running their social integration of ATL and BTL campaigns, as well as building influencer networks. The client group B takes longer to generate a bigger income share as single budgets are smaller, but after roughly 2 - 3 years it will account for approximately a third of the turnover. Client group C creates initially mostly value for group A and B, but as time goes on big volume selling of cheap services is creating a significant part of the overall income. 11 Income ratio shift ? As more diverse products are developed - also for client group C - the income ratio will shift. Three years period Group A Group B Group CChina Europe America 2015 ? In China the team has been established and works on new clients. ? Europe has been set up. 2016 ? China continues to grow. ? Europe is established. ? America is set up to start. 2017 ? In China Astronaut is one of the countries leading tech advertising agencies. ? Europe continues to grow. ? America is established. 76% 23% 2% 52% 31% 17% To know more about Astronaut¡¯s income forecast please contact info@astronautchina.com
  • 12. ? Astronaut 2014? Astronaut 2014? Astronaut 2014 лл Ì«¿Õ?ÈË Astronaut? Room3106£¬Tower11£¬West District£¬ jianwai SOHO£¬Chaoyang District Beijing 100020 China ? ±±¾©Êг¯ÑôÇø½¨ÍâSOHO?Î÷Çø11ºÅÂ¥3106ÊÒ Tel +86 (0) 10 5869 4889 info@astronautchina.com Thank you www.astronautchina.com
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