The document discusses how social media has gone mobile, with over half of Facebook users now only accessing it via mobile. It outlines how mobile adds location and context that enhances social interactions. The key stages of a mobile social strategy are discussed as awareness, opinion/consideration, purchase, and service. Case studies demonstrate how brands have driven awareness with competitions, built communities, and provided customer service via social media on mobile. The overall message is to consider all stages of the customer journey and how mobile and social media can work together for maximum impact.

1. MOBILE MASTERCLASS
#SOCIALGONEMOBILE
@mcsaatchimobile

2. • The worlds largest specialist mobile
marketing agency
• Access to M&C Saatchi’s resources
• Over 85 full-time mobile experts
• Multi-award winning
Full service
specialist
mobile agency

3. global reach =
localised knowledge

4. In today’s episode…
1. How social is going mobile
2. What mobile adds to social
3. How to pick and choose tactics dependent on your
objectives
4. Case studies where people are doing it right, with mobile
taking the lead

5. SOCIAL WENT MOBILE LAST YEAR

6. Many now mobile-only
189 million only access Facebook via mobile
83
102
126
157
189
0
20
40
60
80
100
120
140
160
180
200
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013
Millions of
mobile only
monthly active
users
Source: Facebook Q1 2013 Earnings Call

7. Mobile PC
751
million
349
million
Source: Facebook Q1 2013 Earnings Call
IT IS A MOBILE BUSINESS
MONTHLY ACTIVE USERS

8. If Facebook was a country,
it would be the third largest
globally
Source: Wikipedia

9. If Facebook MOBILE was a
country, it would be the SIXTH
largest globally
Source: Wikipedia

10. Mobile accounted for 30% of
Facebook’s total ad revenue in
Q1 2013
Source: Facebook Q1 2013 Earnings Call

11. IT WAS Built for mobile
Source: Wikipedia

12. Mobile adverts will account
for half of Twitter’s ad
revenue this year
This figure will increase to 60% of the company’s ad revenue by 2015
Source: eMarketer

13. TAKING A GLOBAL VIEW

14. IT’s NOT ALL FACEBOOK AND TWITTER
Source: Alexa Credits: Vincenzo Cosenza

15. OPERATING PLATFORMS VERY DIFFERENT
Source: Mxit

16. TOP DEVICES LOOK VERY PRIMATIVE
TO WESTERN MARKETERs
Source: Mxit

17. BUT THE ADVERTISER OPPORTUNITIES ARE STILL THERE
Source: 2go

18. MOBILE = SOCIAL+

19. SOCIAL IS MOBILE BY PERSONALITY
‘The Lover’ ‘The Wizard’
Source: Meet the Screens, Microsoft 2013

20. MOBILE ADDS A UNIQUE ELEMENT - CONTEXT
Location Device OS Version Wi-Fi/3G

21. IT IS PARTICULARLY STRONG
FOR MOBILE FIRST BRANDS

22. Our approach
targeting & OPTIMISATION

23. WE HAVE MANY TARGETING VARIABLE TO PLAY WITH
SOCIAL
Likes & Interests
Friend
Connections
Activity (e.g.
check-ins)
Intent
PERSONAL
City / State / Zip
Birthday
Education
Workplace
Relationship Status
DEMOGRAPHIC
Age
Gender
Device
OS
Location
Wi-Fi / 3G
CUSTOM AUDIENCE
Email addresses
Phone numbers
Facebook user IDs

24. OPTIMISE ON DATA FOR MAXIMUM EFFECT
Example testing
matrix – 9
iterations
Significance testing to establish
volume required for 95% confidence.

25. FURTHER ANALYSIS MEANS THAT WE IDENTIFY
BEST PERFORMING COMBINATIONS As WELL
CHAID analysis

26. CURRENT M&C SAATCHI CLIENT - CONVERSION
• Ran on Facebook to promote
install of free application
• Tues & Wed best CPD
• ‘Free’ biggest differentiator in
copy
• Female imagery works best
• CPI lower for females
• Brand name showed strong
response in copy
Learnings have shaped other areas of
mobile strategy outside of social media

27. THE SOCIAL FUNNEL

28. Awareness
Opinion
Consideration
Preference
PURCHASE
ADVOCATE
Mobile is available at every
stage of the purchase funnel..

29. Awareness
Opinion
Consideration
Preference
PURCHASE
ADVOCATE
..AND SO IS SOCIAL

30. NOT ALL Multi-TASKING IS CREATED EQUAL
Content Grazing Spider-Webbing
Social Spider-Webbing Quantum
Source: Cross-Screen Engagement 2013, Microsoft

31. An increasing component of
successful campaigns
Source: Warc

32. AWARENESS

33. THE AIM IS TO BE A VIRAL SENSATION
1. Get reach
2. Encourage sharing
3. Amplify Campaign

34. Broad targeting and mobile destinations
Targeting
• Demographic
• Interest
• New or existing fans (new
content)
Destinations
• Fan page
• Mobile web
• App page

35. Quality content distribution
Ad formats
• Splash screens
• Image/text banners
• Video
• ‘Like’ ads
• In page posts
• Sponsored stories
• Promoted trends /
accounts
Mechanics
• Incentives
• Highly engaging / viral
content (topical)

36. SOFTER METRICS GENERALLY USED
Metrics
• Views / impressions
• Likes
• Reposts / re-tweets /
shares

37. EXAMPLEs
Facebook page
posts
Twitter
Sponsored tweets
Mxit splash
screens

38. OPINION / CONSIDERATION / PREFERENCE

39. AIM FOR POSITIVE LONG TERM INTERACTION
1. Engage current and future
customers
2. Convert opinion

40. TIGHT targeting and mobile CONTENT
Targeting
• Demographic
• Key influencers (most likely
/ greatest influence)
• Retargeting
Destinations
• Fan page
• Mobile web
• App page
• Feeds / articles

41. DEEPER ADS AND INTERACTIONS
Ad formats
• Question ads
• Events ads
• Sponsored search
Mechanics
• Product sampling
• Polls & questions
• ‘Hangouts’ and livechat
• UGC
• Engaging & exclusive
content
• Direct engagement /
monitoring

42. Measurement IS BASED ON OPINION AND INTENT
Metrics
• Repeat views
• Comments
• ‘Attending’ responses
• Conversations
• Uploads
• Channel size (active fans
ratio)

43. EXAMPLEs
Facebook question
& events ads
YouTube
Channel

44. PURCHASE

45. THE AIM IS TO DRIVE ACTION
1. Sign-ups
2. Purchases
3. Installs

46. PIN POINT targeting and mobile TRANSACTION
Targeting
• Demographic
• Retargeting (customer
lookalike audiences)
Destinations
• Mobile web
• App page

47. OFTEN PURE Direct RESPONSE
Ad formats
• App install ads
• Offer ads
• Image/text banners
• Link ads
• Sponsored search
Mechanics
• Push to store
• Push to download
• (Post after purchase /
download)

48. Measurement IS DEFINITITIVE, BUT THE
FULL PICTURE MIGHT NOT BE
Metrics
• Installs
• Purchases

49. EXAMPLEs
Facebook app install
and offer ads
Facebook
sponsored Search

50. SERVICE

51. THE MEDIUM BETWEEN THE CONSUMER AND BRAND
1. Provide a link between
brand and consumer
2. Nurture the consumer
relationship

52. SPEAK TO CONSUMERS IN THEIR ENVIRONMENT
Targeting
• Existing users
• Fans
• Potential customers
Destinations
• Social platform

53. IT’s ABOUT DISCOVERY AND NURTURE
Ad formats
• SEO / SEM
Mechanics
• Community building
• Community management
• Incentives
• Forums
• Rich media response
(video / images)

54. COMMUNITY MEASUREMENT, BUT ULTIMATELY COST
Metrics
• Size of community
• Activity
• Positive responses
• Cost reduction
• Customer satisfaction

55. CASE STUDIES

56. H&M - AWARENESS
• Competition to win a $1,000
H&M gift card and other prizes
using Instragram
• Consumers enter by taking a
picture of the statue using the
Instagram mobile application
with the hashtag #HMBeckham

57. ADIDAS SOUTH AFRICA - AWARENESS
• Drive awareness of Adidas and
build the Mxit community
• Splash screen pushed to app
where they could upload their
‘game face’ to win training
session with LA Lakers
basketball team
• 80,582 subscribers
• 7,208 qualified entries

58. Wendys – AWARENESS & CONSIDERATION
• #twEATfor1k competition
• Chance to win $1,000 a day for
tweeting image of Flatbread
• Consumers can learn more
about the new sandwich and
view entries via mobile
optimised site

59. DOMINOS TWEET TREAT-
AWARENESS & CONVERSION
• Domino's reduced the price of
the star pizza today according
to how may people tweeted in
time for lunch
• For every tweet sent, a
minimum of £0.01 would be
knocked off the price
• Offer only available to those who
tweeted

60. TWELP FORCE - SERVICE
• Knowledge of staff was confined
to stores
• 24/7 service to provide
technical help to whoever
wanted it
• 2000 employees
• Answered 1000s of tweets
• Reduced customer complaints
by 20% in first year

61. SUMMARY

62. CONSIDER ALL STAGES FOR MAXIMUM IMPACT
Overall
• What context can mobile add?
• What can you amplify using social?
Awareness
• What is your hook?
• Who is the most receptive to your
message?
Opinion / Consideration / Preference
• What does a high quality engagement
look like?
Purchase
• What does the full purchase funnel look
like?
• What conversions turn into long term
high value customers?
Service
• What is missing from the customer
experience?
• What can new platforms add?

63. QUESTIONS?