Чего хотят пользователи, или новая парадигма вовлечения. Автор: Brian Wong, Founder, CEO Kiip

1. C AU G H T U P I N T H E M O M E N T

4. This is a story about moments.
It starts with a moment of inspiration.

6. Moments, abused.

7. Acknowledgment and reciprocity was the key.

8. Fast Company’s Top 50 Most Innovative Companies in the World
(WE BEAT MICROSOFT!)

9. Our evolution: what other moments were in a consumer’s day?

10. Soon, we found moments everywhere.
510 million of them per month.
1,500 apps integrated.
75 million devices each month.
39 million rewards delivered per month.

11. COUPONS
CREDITS
VIRTUAL CURRENCY
INFLUENCER REWARDS
ACCESS
BRANDED TIPS
EXCLUSIVE CONTENT
FEATURES
EXTERNAL POINTS
It wasn’t just about a reward. It was about feeling acknowledged.

12. Your Reward from Dannon
A Reward from Campbells
April 26, 2013, 12:44 PM
KIIP REWARDS
Terms & Privacy
Here’s a reward for Unlocking an Achievement
Enter your email
Here’s a reward for Unlocking an Achievement

13. 10.5%
of those shown a reward claim it with an e-mail.

14. Advertising +
Loyalty

15. 23,454
have completed a to-do list.
6,545
women have logged a run.
34
moms have bookmarked a recipe in Moscow.
!

16. Why moments?
!

18. “
Twitter is a series of ‘now’ moments, while there are
other platforms that are about yesterday's moments.
Marketing is all about owning the ‘now’ moment.
- Adam Bain, CRO, Twitter

19. Mobile SearchdriveS converSionS
MoMentS
UnderStanding how Mobile
Mobile search is always on, happening
on the go, at home and at work
77%
of mobile searches
occur at home or
work; 17% on the go
Mobile Search Ads
Shopping queries are 2x more likely to be in store
Mobile searches drive valuable
outcomes for businesses
3 of 4 mobile searches
trigger follow-up actions
36%
25%
Actions triggered by mobile search
also happen very quickly
55%
of conversions (store visit,
phone call or purchase)
happening within an hour
On average, each mobile search triggers

20. MORNING
LOGGED
workout
FINISHES
to-do list
G
TE
NI N
RN
REVIEWS
new recipe
AF
EVE
WATCHES
new show
OO
N
ACHIEVES
high score
MAKES
playlist
Mobile is a series of moments.

21. We live in moments. We consume in moments. We want things now.

22. PMT
Precision Moments Targeting
by Kiip
TE
G
HISTORICAL REDEMPTION
RE-REWARDING
AF
NI N
RN
EVE
OO
N
MORNING
UNIQUE INSIGHTS
DEFINING MOMENTS TO OWN
TIMELINESS
TIME-OF-DAY, MINDSET, FREQUENCY
Native not only in UX, but in the moment itself.
V
V

23. Understanding and pinpointing emotion.

24. Billions of moments, billions of opportunities to delight.
A crisis in consumers’ mindsets.

25. Media
Conversion
CRM/Loyalty
Data
Moments
Social
Content/Creative
Doing more with the moment.

26. Building loyalty in the moment.

27. Moments off the device.

28. Looking beyond: moments off the device.
The right reward for the right moment.

29. Doing it right.
!

30. Best Practice: Natural Moments

31. Serendipity, surprise, delight, and respect.

32. It’s about being human.

33. SPORTS
JFDI
CELEBRATION
COOKING
PRODUCTIVIT Y
WHAT’S YOUR MOMENT?
DINING
WINNING
SOCIAL
UNPARALLELED
WINNING
BEAUT Y
GOALS
CLUMSY

34. brian@kiip.com
twitter.com/brian_wong
www.kiip.com