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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in