3. “Leveraging the mobile channel offers unique
personal and functional value. The ability to gain
individual customer insight and trust, through end-
to-end services and ongoing one-to-one branded
conversations…
4. …the key objective behind effective mobile
offerings is lifetime, value relationships.”
Andrew Graham, Mobile Strategy, Adidas
8. Purpose
> Evidence and trends surrounding the mobile social
media landscape
> The importance of mobile social media
> Case Studies
> Recommendations and Thought Starters
11. Social Networking Sites are Driving the Mobile Web
Mobile Internet Audience Growth by Service Type: 2008- 2010
August 2008 – August 2010, National
Source: Nielsen 2010 October Report, ComScore 2010, Facbook Oct 2010
12. Facebook currently reaching 34% of Mobile Internet Users
Facebook Active Reach (%) – Trended Projection
All Users
Source: Nielsen 2010 October Report
14. Across Device
Category of Free App Downloads - iPhone Category of Paid App Downloads - Blackberry
iPhone Free App Downloaders Blackberry Free App Downloaders
Category of Free App Downloads - Apple iPad Category of Paid App Downloads - iPod Touch
iPad Free App Downloaders iPod Touch Free App Downloaders
Source: Nielsen 2010 October Report
15. And OS
Most Popular Used Apps on the iPhone OS Most Popular Used Apps on the Android OS
Past 30 Day App Downloaders (n=959) Past 30 Day App Downloaders (n=338)
Most Popular Used Apps on the BlackBerry OS Most Popular Used Apps on the Windows Mobile OS
Past 30 Day App Downloaders (n=625) Past 30 Day App Downloaders (n=294)
Source: Nielsen 2010 October Report
16. Trends
“…Our job is to makes things more social”
Mark Zuckerberg, Facebook
17. Trends
Activities and Loyalty and
Location Purchasing
“Things” Rewards
Inspire Sharing and Interaction
21. 1. Mobile social users are nearly 300% more likely to
access the mobile web daily
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
22. 2. Mobile social users are engaged and active users
When compared to PC users
> Facebook mobile users are 2X
more engaged
> 60% have responded to mobile
advertising
> 4x likely to seek mobile
coupons or offers
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009;
Google Mobile ads Blog 2010
23. 3. Mobile social users are affluent with disposable income
74% make over $50,000 a year
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
24. 4. Mobile social users are hyper-influencers
100x+ more likely to create and respond to UGC content
Source: North American Technographics Benchmark Survey, Q2 2010, Forrester Research
29. Commonalities
> Non-disruptive experience
– Tailored mobile experiences
> Integrates and extends the ecosystem
– Focus is not tactically driven; but leverages and integrates paid,
earned and owned media while growing CRM environments
> Real world benefits
– User engagement and interaction translates into real world rewards
> Personalized
– Speaks to the individual
31. Maurices: Facebook SMS Integration
> Opt-In SMS CTA for
discounts and offers
> SMS messages drove
discount offers and traffic to
Facebook pages
> SMS Opt-In across in-store
and other advertising
integrations
> Doubled the number of
“Likes” for the brand;
generated 20,000 SMS Opt-
Ins after the fist 4 months;
60% coupon redemption
> SMS Opt-In also acts as a
two way conversation
between the brand and the
consumer
33. Starbucks: Social Mobile Commerce
> Reload card via Facebook application
> Leverage mobile to redeem or pay for product via mobile application and
barcode scanner
35. Recommendations
> An integrated mobile social strategy provides functional value
– It is not a Twitter feed or a coupon on FourSquare
> Ongoing one-to-one branded conversation
– Mobile is extremely personal; branded conversations should be just that
> Lifetime, valued relationship
– Starts with understanding the customer and creating value based on
their needs and preferences
36. Thought Starters
> Utilize Mobile Rendering Platforms
– Optimize sites linked from wall post
> Incorporate SMS
– Drive “Likes”, deals, shares etc
– Create one-to-one conversations (SMS, Connect with Twitter/Facebook)
> Leverage Location and Behavior
– Win a trip promotions around workplace check-ins
– Loyalty programs for airport, car rental, and hotel check-ins
– Extend point coverage (allow users to check-in to activities, scan purchases, loyalty points)
– Create at-location specialty services (Red carpets, flight upgrades, assigned parking, etc)
> Reviews
– Incorporate reviews within activities booking
– Incorporate chat functionality within bookings (hotel, flight, and activity)
> Groups
– “Un-official” charters designed for deals and discounts (for Expedia members)
– Allow members to share/combine loyalty points
37. Thank You!
paul cowman
strategist
paul.cowmna@iconmobile.com
+1 206.295.7245
jenn brown
sr. media planner
jenn.brown@wunderman.com
39. Mobile Travel Stats
Travel Research > 19% of business and 16% of leisure mobile
travelers are interested in booking travel via
mobile
> 54% of business and 48% of leisure mobile
travelers have used mobile to look up travel-
related information
Travel Related > Airplane Ticket: 21%
> Entertainment Tickets: 21%
Purchased > Hotel: 19%
> Car Rental: 14%
Trip Planning > Schedule Change Notifications: 52%
> Rate Change Notifications: 48%
> Consolidation of Itinerary: 42%
> Rewards and Loyalty Points: 41%
Source: eMarketer, Millennial Media and ComScore , Forrester “Travel and Mobile”
