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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in