Presentation delivered in Amsterdam at the Mobile Convention 1st April 2010. More details at http://L0N.eu/mocoam

1. When social meets mobile Andrew Grill, Visible Technologies Mobile Convention Amsterdam April 2010

2. This time…it’s personal

3. The Mad Men need to change their approach

4. What’s wrong with this picture ?

5. The advertising world has to change

6. Ad avoidance

7. The glittering allure of the mobile society Mobile is personal – it is my media Mobile is always carried – the city in my pocket Mobile is always on Mobile has a built in payment mechanism Mobile is there at the point of creative impulse Mobile can recount the audience Source: Alan Moore http://bit.ly/m-allure November 2008 commissioned by Microsoft

9. Bespoke mobile app for Smirnoff bit.ly/smirnoffapp

10. Branded Utility

11. Branded experiences

12. Barclaycard waterslide game

13. Barclaycard waterslide game

14. Social Media is demanding attention

17. When social meets mobile

18. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice. Operationsdelivers. Any gap between the two drives a conversation on the social Web. Dave Evans bit.ly/nublack

19. Social media is just like real life!

20. Social + mobile = ? Not only what are you doing but where are you doing it Value/Loyalty Mobile Social €

21. Social + mobile = ? What's in it for me where I am right now? Value/Loyalty Mobile Social €

22. Foursquare – location meets social €

23. Could Foursquare be the next twitter? €

25. Permission based

26. Loyalty component

27. Share with and find your friends

28. Statistics for advertisers and brands

29. Competitive / game element

31. Making money from mobile & social?

32. Turn mashups into money

33. Turn mashups into money

34. Can we advertise on social networks?

35. Listen Learn Engage Integrate bit.ly/4rules

36. Mobile Secrets

37. Mobile secret #1 “Mobile operators don’t collect the information advertisers need”

38. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009

39. Informa /Ogilvy / Acision paper bit.ly/ad2020 “P&G spent just 0.17% of their advertising budget on mobile in 2008”

40. Mobile secret #2 “we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008

41. “Ultimately advertising must sell...or else” David Ogilvy

42. Mobile secret #3 “Small is beautiful with mobile”

43. The changing face of advertising Reach & Frequency RELEVANCY

44. Mobile secret #4 “Unless we heed the 3 Ps of mobile it will never take off as a medium”

45. Permission Privacy Preference

46. Permission people will decide what they see / receive / engage with Privacy Preference

47. Permission Privacypeople will decide where their data is and how it is used Preference

48. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan

49. Social Media & Mobile www.LondonCalling.mobi Follow me on twitter.com/AndrewGrillSlides http://bit.ly/sharegrillemail me via andrewgrill.com/contact+44 788 198 6694