Managing community engagement technology: MMGN

Media company MMGN talks about how its is using Amazon Web Services to fuel its growing commercial business helping Australian companies to better their online community engagement

Fuelling social conversation and community through content generation and curation is incredibly important today for brands looking to drive conversion and loyalty around their products and services. But responding to and acting on these interactions presents significant management challenges around IT infrastructure, bandwidth, and tailoring real-time content through analysis to keep the community thriving.

This was the problem facing Australian media company, MMGN, which generates and curates professional and user-generated content to encourage better interaction between individuals in the gaming community. Since its launch, the company has built one of the biggest gaming communities in Australia, with more than 6 million conversations per month, and has 60 moderators working on interaction globally.

More recently, MMGN has also begun providing its community management know-how to corporate clients, helping to improve user engagement for a range of enterprises including DMG Radio, Australia Post and Sensis, and hopes to continue growing this side of its business.

“The idea behind our business is that when users are interacting, lots of interesting things start to happen,” MMGN founder, Roy Hui, told CMO. “People talk about the things they are passionate about and involved in.

“User discussion, user generated content, social discovery and private messaging all increase the amount of time a consumer interacts with a brand. For example, when you read an article about a game, we often provide those consumers with a way to interact with the game and that content, as well as connect with other people that share their passion and interest. That generally increases engagement and with it, business metrics.

“As an innovative and smaller business, we are more agile and can interact more quickly than larger businesses. We can share our success and technology built along the way.”

Hui claimed client-business engagement for organisations that have applied its technology and services to existing communities have increased by up to 250 per cent.

One of the challenges MMGN faced was controlling the costs of IT infrastructure and bandwidth usage in the face of traffic spikes generated by particularly popular content. The company was using a managed services provider in Australia to host its websites and technology services, but struggled under the weight of unpredictable bandwidth charges.

“We were being heavily penalised for growth,”Hui said. “For example, if we had a social uplift from an article that went viral on Reddit, for example, you get a huge spike in global traffic from it, and we were getting punished.”

MMGN opted to switch Amazon Web Services (AWS) in 2009, starting with its storage and content delivery networking capabilities. When the company launched its data centre in Sydney last year, MMGN opted to run its entire infrastructure in an Australian-hosted AWS environment.

Hui claimed AWS offers almost infinite storage and bandwidth capabilities with no penalty for exceeding the monthly quota. He highlighted having its own independent services and full control of its data locally as another welcome improvement.

In addition, combining AWS DynamoDB, a database for fast performance and seamless scalability with ElastiCache, an in-memory caching system solution, has allowed MMGN to store millions of conversations and provide real-time analysis on big data.

Hui said the decision to switch completely to AWS has reduced total operating costs for MMGN by 50 per cent.

Another benefit is that AWS makes all its own infrastructure accessible via APIs, giving the team at MMGN the opportunities to delve into the technical details and really understand new products and usage before having to commit, he said.

Access to enterprise-grade solutions architects is another plus. For example, MMGN had been interested in switching from a traditional MySQL data to a NoSQL non-relational database solution, but was unsure of its effectiveness versus the amount of effort to transition. By escalating the problem, MMGN was able to talk to AWS advisors about the pros and cons and advised to stick with the traditional relational database solution.

“That validation from someone who understands the industry and technology was a nice surprise,” Hui added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Should your disclaimer become your headline?

To avoid misleading customers, or simply through fear of legal backlash, advertising has evolved to hide the potential shortcomings of an offer in its disclaimer.

Sam Tatam

Head of behavioural science, OgilvyChange Australia

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

What’s Happening In The PR World?http://blog.fullintel.com/what...

Vinish

Panel: The future of email marketing is about contextual data

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in