During a netwealth educational webinar on July 21 2016, Netwealth & Pandora explore the various digital marketing tactics and tools available to help drive greater awareness of your business and increase customer leads.

1. Netwealth educational webinar series
July 2016
Secrets of
digital marketing
with Pandora radio

2. Housekeeping
• This webinar is being recorded.
Slides will be sent to you after the webinar.
• Enter your questions in the chat.
We will get to them during at the end of the webinar.
• Posting to social?
Make sure to use #netwealthinvest or tweet @netwealthInvest.
• CPD points
A questionnaire will be sent after the webinar

3. Meet today’s
speakers
Katherine Larner
Brand Marketing Strategist
Pandora
klarner@pandora.com
Andrew Braun
GM Marketing
Netwealth
andrewb@netwealth.com.au

4. Agenda
1. The new consumer
2. Driving awareness with digital marketing
3. Introducing Pandora radio
4. Streaming music trends
5. The power of audio
6. Key takeaways + Q&A

5. The
empowered
consumer

6. Path to purchase
Awareness
What does an
adviser do?
Do I need
one?
EDUCATION
Consideration
I need an
adviser, who
should I speak
to? What
should I look
for?
COMPETIVE
REVIEW
Decision
I need more
details, such as
prices and
specific
outcomes.
THE DETAILS
Purchase
Lets work
together! How
do we get
started?
THE INITIAL
EXPERIENCES
Loyalty
I really trust my
adviser, how can
I support them?
THE ONGOING
RELATIONSHIP

7. How digital impacts this…
Awareness Consideration Decision Purchase Loyalty
Radio
TV
WOM
Billboards
Mail
Seminars
Display ads
FAQs on
website
Blog articles
Webinars
Ratings & review websites
Search
Your website
Landing pages
Blog articles Getting started
webinars
Blog articles
Email +
newsletter
App
Loyalty program
Live chat Social media
Magazine
Mail
Call centre
Follow up emails
Staff
Mail
DIGITALTOUCHPOINTS
TRADITIONALTOUCHPOINTS
Display radio

8. Lead generation using
digital marketing

9. Tips to generate leads via digital
• Optimise your online presence for local search
• Facebook advertising
• Optimising your landing page
• Digital radio advertising

10. Local search
Paid search
To learn more: www.google.com.au/adwords/

11. Local search
Google+ / Google maps
To learn more: www.google.com.au/business/

12. Local search
To learn more: https://moz.com/local-search-ranking-factors
My business signals 14.7%
Google listing
Category
Location
External location signals 15.5%
IYP/aggregator consistency
Citation volume
On-page signals 21%
Name, Address, and Phone Number
are consistently listed the same
across the web
Keywords
Domain authority
Link signals 18.3%
Inbound anchor text
Linking domain authority & quality
Review signals 9.8%
Review quality
Review diversity
Review velocity
Social signals 5.8%
Google+ authority
Facebook likes
Twitter followers
Behavioural / Mobile signals 6.9%
Click through rate
Mobile clicks to calls
Check in
Personalisation 8.4%

13. Facebook advertising
“Facebook has the reach ofTV
but with the targeting
capabilities and low-cost entry
price that only the internet can
offer.”

14. Facebook advertising
To learn more: www.facebook.com/business/
Tools: Facebook Power Editor

15. Landing page optimisation
Banner Ad / Search / Audio Ad  Landing Page  Enquire / Buy

16. Landing page optimisation
Few distraction
For those that want to
speak to someone
Clear call to action (CTA)
at the top of the page
Beautiful imagery
Simple articulation of
what the offer is
For those who might be nervous
Clear copy
Secondary CTA for those
not ready to buy
https://99designs.com.au/powerpoint-template-design

18. Introducing Pandora
radio

19. Pandora ConfidentialPandora Confidential

20. Pandora Confidential
Todays Agenda
• Streaming Music Landscape
• Streaming Music Trends
• Pandora Partnerships & Acquisition
• Pandora Advertising & Power of Audio
Feel free to ask questions throughout!

21. Music Consumption Has Evolved
Streaming
Pandora / Spotify /
Soundcloud
Downloading
Napster / Lime Wire /
iTunes
Hard Copy
Vinyl / Cassette / CD
NOWMid 00’sMid 90’s
Pandora Confidential

22. Pandora Confidential
Streaming Category
KEY CATEGORY TIERS
Streaming Aggregators
Tune into streams of Broadcast Radio Stations
(TuneIn)
On-Demand Streaming
Play individual songs or albums on demand,
usually for a subscription fee
(Spotify)
Personalised Radio
Create your own personalised radio station based
around an artist, song or genre
(Pandora)

23. Pandora Confidential
The Music Genome
SETTING PANDORA APART
The Music Genome captures up to 450 musical
attributes or ‘genes’ of a song – such as vocal
tonality or beat syncopation
This is then analyzed & sorted by a team of 30+
highly skilled ‘Musicologists’
From there it is organized using a complex
mathematical algorithm
The result is that Pandora plays customized
musical selections in the form of stations –
completely unique to the user

24. Streaming
music trends

25. Pandora Confidential
Streaming Category
KEY TRENDS
Consolidation
From 20+ services to 3 dominant players –
Pandora, Spotify and Apple Music
Move towards Subscription
Apple Music 100% Subscription, Spotify 40%,
Pandora to launch on-demand subscription service
Mainstream Adoption
No longer only early adopters. Rise of Netflix/VOD

26. Music Streaming Growth
Source: RoyMorganResearchSingleSource(Australia): November2014–October2015
9.5%
10.7%
9.9%
13.3%
12.1% 12.7%
12.4%
13.9%
17.4% 17.1%
18.3%
21.0%
0%
5%
10%
15%
20%
25%
Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15
Music Streaming Listener L7d

27. Incremental Reach Versus Radio
5Source: RoyMorganResearchSingleSource(Australia): June2015–Mar2016
COMMERCIAL
RADIO
78%
DIGITAL
RADIO
8.1%
13.9%
Commercial radio or digital music
streaming listeners
(13.4M)

28. Incremental Reach Versus Spotify
Source: RoyMorganResearchSingleSource(Australia): June2015-March2016
79% OF PANDORA USERS HAVE NOT LISTENED TO SPOTIFY IN THE LAST 4 WEEKS
Pandora
79% exclusivity
Spotify
88% exclusivity

29. Pandora Confidential
Pandora Australia
LARGEST AUSTRALIAN INTERNET RADIO SERVICE
Delivering audience at scale:
3.5m+Registered Accounts
(15% Market Penetration)

30. Unique User Growth
9% Growth
756,949
779,655
819,162
842,999
851,853
919,258
952,521
1,003,133
700,000
750,000
800,000
850,000
900,000
950,000
1,000,000
1,050,000
June July August September October November December January
Pandora Confidential

31. Pandora Confidential
Engaged Audience on Pandora
MOST LISTENED TO AUSTRALIAN INTERNET RADIO SERVICE
Time Spent:
2.5 HrsListened per user per day

32. Pandora Confidential Source: Roy Morgan Research Single Source (Australia): July 2014 – June 2015, Total Audience: Website or App in the last 4 weeks
Pandora Listener Profile

33. The Internet of Everything
Pandora Confidential

34. Adoption Fueled by Strategic Partnerships
Pandora Confidential

35. The power
of audio

36. Pandora Confidential
The Power of Audio
Captures Attention
Personalisation of message
Unparalleled Engagement
Tap in to People’s Imagination

37. Best Practice Audio Advertising
Pandora Confidential

38. Best Practice Audio Advertising
Pandora Confidential

39. Target Your Exact Audience
Location
Demographic
Time of Day
Pandora Confidential

40. Audio Commercial Load
1 Spot 1-2 Spots1-2 Spots 1-2 Spots
Pandora serves a maximum of 4 Audio Ads per hour
Low Clutter, Deeper Ad Engagement
Pandora Confidential

41. Benefits Versus Radio
COMMERCIAL RADIO
Personalised Yes No
Commercial Load (Ad Clutter) Low – 2 mins/hour High – 15+ mins/hour
Audience Delivery Actual (Logged In User) Estimated
Targeted Age, Gender, Geo, Genre, etc Demo Skewed
Visual Support Yes No
Measurable Yes No
Audience Verification Yes No
Pandora Confidential

42. HSBC CASE STUDY
1.49%
overall campaign
conversion rate
$100
cost per call
1.59%
334
total number of call
enquiries to HSBC
from campaign
click to call rate
Pandora Confidential

43. Pandora Confidential
GETTING STARTED WITH PANDORA
Investment: $15,000 (min. $5,000)
Free Audio Ad Recording: Pandora can record custom audio ad free of charge
Reporting: Weekly reporting provided on the number of audio ads that were heard
and clicks to your website
1 month, Melbourne, 550,000 audio ads, visual banner ads
klarner@pandora.com

44. Pandora ConfidentialPandora Confidential
Katherine Larner
0437 3074732
klarner@pandora.com

45. Key takeaways

46. Generating leads with digital
• Lead gen (awareness/consideration) digital activities differ from conversion
and retention tactics
• The benefits of digital radio are:
– Emotionally connects you with people through personalisation
– Hyper targeted, hyper-local
– No clutter
– ROI is clear
• Facebook advertising is a cost effective marketing tool
• Ensure you are set up properly for google local search
• Landing page optimisation will increase conversion rates
• Don’t wait – test and learn
• Watch your inbox for our resources on digital marketing

47. Questions & Answers

49. Disclaimer
This webinar and information has been prepared and issued by Netwealth Investments Limited
(Netwealth), ABN 85 090 569 109, AFSL 230975. It contains factual information and general financial
product advice only and has been prepared without taking into account the objectives, financial situation
or needs of any individual. The information provided is not intended to be a substitute for professional
financial product advice and you should determine its appropriateness having regard to you or your
client’s particular circumstances. The relevant disclosure document should be obtained from Netwealth
and considered before deciding whether to acquire, dispose of, or to continue to hold, an investment in
any Netwealth product.
While all care has been taken in the preparation of this document (using sources believed to be reliable
and accurate), no person, including Netwealth, or any other member of the Netwealth group of
companies, accepts responsibility for any loss suffered by any person arising from reliance on this
information.