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MasterChef – Generation Y Best Practice Marketing

MasterChef LogoMasterChef has been a huge surprise hit in Australia. The TV ratings have been sensational for Channel 10, with an average of 1.96 million viewers nationally (not bad from a total audience pool of just over 20 million). What keeps this average so high? The key, ironically, is the stickiness created by the side dishes. The MasterChef website gets an equally, if not more, astonishing 2 million views per week.

This website content is what keeps people engaged. Full show episodes stream very quickly from the site not long after screening, letting you catch up if you have missed an episode or just feed your addiction. Every recipe on the show is uploaded and available for those at home to have a crack, and beautiful images are cycled past the viewer. The taunt of “Can you master this MasterClass dish?” next to a picture of a beautiful coffee eclair is a great teaser to engage those at home.

The engaged community that has been built can be confirmed on Twitter. There doesn’t seem to actually be an official MasterChef twitter account, but that hasn’t stopped loyal fans creating unoffical ones and swamping Twitter with comments about how hungry they are, which recipes they love and who they want to get kicked off. The episode finished over an hour ago, but tweets are still coming in faster than one per minute. I really hope someone is monitoring this community really closely, what a great way to get feedback on the franchise directly from your customers.

Even if they are not monitoring the Twitter community, they will at least be monitoring their public forums. Yet another nod to the importance of communities in building a loyal following behind a brand. Over 30,000 posts proves that people are enjoying it, and breaking down the forums by participant gives a great selection criteria for the next season’s contestants (rumoured to be celebrities). Finally, they also have a Digg-like rating system on each recipe, so again the community can feel engaged and contribute back to itself.

How do you then cash in on this community? The product integration with Coles is subtle yet very effective. Recipes have a cost from Coles listed below them, for example this tasty soup is a mere $3.50 per serve. The PDF that you print to take to the shops of course has a Coles logo in the top right corner, as well as any notes about whether Coles stocks the item or not. They could have even taken this to the nth degree by having “MasterChef Prefilled Shopping Carts” from Coles Online, what armchair chef doesn’t want the ingredients delivered straight to their house? Even better, you could pre-empt the episode and deliver the Mystery Box challenge ingredients on the night of the Mystery Box episode! Now that would be challenging our engaged community.

The only thing that Channel 10 have done wrong, is screen Biggest Loser USA directly after MasterChef on a Sunday night. Then again, for some reason Biggest Loser makes me hungry too… 🙂

Telstra's plan to deal with the NBN

Telstra workers working hard

Telstra workers working hard

Telstra went all quiet after they got kicked out of the National Broadband Network tender, apart from a few whimpers about not caring anyway.

Everyone thinks the value is under the ground, in the pits around the nation. More specifically the value is in the copper, or rather it is if you are proposing the cheapest possible national roll out via VDSL. Telstra has been under investing in this asset for at least 20 years, so maybe the value isn’t really there?

One way or the other this asset will end up back in the NBN’s hand, and Telstra has always known that and milked it for every cent it can. It will eventually lose it though; through a Telstra’s lawyers dead hands, structural separation of Telstra, a massive compensation package or some combination of the above.

This is all part of the plan and a distracting safety net as far as Telstra is concerned. This was revealed this week with Telstra’s decision to upgrade its cable network to 100Mb/s, hidden in the fact that now they will deliver PSTN calls over the cable. Optus have been doing this for a while to avoid Telstra copper, but ironically Telstra is now trying to avoid copper too. They want to make sure no spare cent ends up in the hands of the new NBN owner.

So what’s next for Telstra? Telstra will lose the copper lines, keeping their high margin fibre customers (migrating them off copper PSTN lines) and getting a nice gift from the government to give them breathing space. Next steps are to capture as many high margin Metro customers as possible, and clean up the rest with NextG (maybe delivering VoIP over NextG?).

In the end though, Telstra’s plan will only work if the customer’s embrace it. A patriotic duty to support a national network will be hard pressed to overcome the Telstra brand and aggressive marketing and retailing. The economies of scale are being pressed from every side possible.

Domain.com.au Improves their Search Usability

New Domain Search Form
New Domain Search Form

Domain.com.au have updated their search tool by providing a new filtering method. It involves an accordion style menu on the left hand side that lets you select filters across a number of different property parameters. Filters include the usual bedrooms, price etc. plus some new fields such as Special Features, only those with a price specified, only those with photos, properties with Open Homes this weekend and more. There are some other more subtle changes, including different coloured summary view ad titles, a “See surrounding” link, floor plans links from the summary listing, sorting by inspection time and an RSS feed of search results.

I like the improvement, and it seems the agent feedback is generally positive too. They reference the DotHomes website as an example of great usability. I agree that is is very simple to use, however I do get frustrated by a lack of consistent controls and no ability to fine tune your options straight from the home page. For me, consistency is number 1 priority, largely because I think usability is about reducing the learning curve (and that is made much easier by only having one control to learn). Additionally when you refine that control the benefits flow across the whole site, enhancing every section. All the property websites still feel that a suburb search is all you need on the front page, I am hoping to see that change in the near future.

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