A short keynote presentation I gave at Futureproof 3 in Dublin in November 2009, entitled 'Mobile Marketing & Advertising in a Web 2.0 World'. Many thanks to Jimmy, Steve and Valerie for inviting me over to speak and for looking after me so well while I was there.

1. Mobile Marketing & Advertising in a web 2.0 world 26 November 2009 Prepared by Helen Keegan *Heroes of the Mobile Screen 7 Dec http://mobileheroes.net Helen Keegan: http://technokitten.com http://twitter.com/technokitten Mobile Monday London: http://momolo.org http://twitter.com/momolondon Swedish Beers Mobile Networking: http://swedishbeers.org © Helen Keegan 2009. All rights reserved. Used with permission.

2. Has much changed? Are we really connected? Do most people care? Will my sister ever upgrade her handset? Mitcham town centre looks pretty much the same to me now as it did 9 years ago when I moved there 2

4. The number of magazine titles in the UK has increased six-fold over the last 25 years

5. 250,000 auditable outdoor poster sites in the UK

6. Web 2.0

7. Mobile

8. Unlimited3

9. What does this mean? Trust and attention - key to success It takes time You cannot demand attention What’s important to you is not important to anyone else Make it easy for other people to spread the word for you A good proposition If you get it right, you can build loyalty on the momentum

10. No amount of technology changes this: 5 Good marketing begins and ends with good product and service

11. A little reminder... 6 Can you get excited by one of these?

12. Handsets & functionality 7

16. Mobile internet services skew 65-70% male and average age 33-34 years old. Mobile content & social networking - more even gender split

17. Unlimited data plan subscribers average age over 37Higher on chart = more female Further to right = older Size of bubbles = # of users Source: ComScore M:Metrics Q12009

19. Mobile marketing & Advertising Copyright Helen Keegan 2008. All rights reserved. 12

20. A little reminder: 13 Good marketing begins and ends with good product and service © Helen Keegan 2009. All rights reserved. Used with permission.

21. (mobile) Marketing supports this Communication Customers Acquisition Retention To make it easy for customers to find you buy from you and do it again 14

22. A few mobile marketing ideas Be useful Use dead time Say thank you Ask for feedback 15 © Helen Keegan 2009. All rights reserved. Used with permission.

23. Kodak 360° campaign Onsite ‘villages’ Full-fat website UGC element Mobile service Free mobile download to get ski resort info – oh & some photography hints for good measure 16 © Helen Keegan 2009. All rights reserved. Used with permission.

24. 11 September 2008 Copyright Helen Keegan 2008. All rights reserved. 17

25. Kodak Snow Insider So useful, they got 100,000 downloads in the first 2 weeks and 160,000 at the end of the first month And this is a Java app 18 © Helen Keegan 2009. All rights reserved. Used with permission.

26. Copyright Helen Keegan 2009. All rights reserved. 19 Source: Springwise.com

27. Use dead time And make it pay A new twist on the ad-funded model 20 © Helen Keegan 2009. All rights reserved. Used with permission.

28. Turkcell Tone & Win 21 Copyright Helen Keegan 2009. All rights reserved.

29. Warner/ Quantum of Solace campaign QoS branded ringback tone exclusive to males aged 13-54 living in the 26 Turkish cities where the film launched In less than 14 days, it was heard by 30,000 people, 110,000 times for a total of 1.2 million seconds. 22 © Helen Keegan 2009. All rights reserved. Used with permission.

30. Mr Clarinet 23 Railway station poster campaign

31. The spread of TDC... Do you suffer from it? A common affliction... Does nothing for yours or your customer’s self-esteem What is it...? 24 © Helen Keegan 2009. All rights reserved. Used with permission.

32. Thinly disguised contempt

33. Let’s have some TLC instead  ...and some good manners

34. 27 Say “Thank you” www.MobyMemory.comOrderID: 17xxxx shipped at DH8200xxxxxGB. Tracking: 18.46 (See RoyalMail.com) Thank you for shopping with MobyMemory – Memory for Mobiles Copyright Helen Keegan 2009. All rights reserved.

35. Ask for feedback SMS for customer service is a winner More powerful than push SMS advertising So simple Works on every phone Genuine regard for customers 28 © Helen Keegan 2009. All rights reserved. Used with permission.

36. National Express trains / Rapide A requirement for a feedback mechanism - National Express East Coast has a target for responding to written passenger feedback within 10 days…set by the Department of Transport – expensive & time consuming to run Wanted an instant alert system to make train staff aware of problems so they can be fixed quickly © Helen Keegan 2009. All rights reserved. Used with permission. 29

37. Brian Elliott, Customer Service Development Manager at National Express is happy with the service; “Receiving feedback via SMS has helped us save time, improve our customer’s experiences and even save paper!”

38. The data is fed into a ‘sentiment engine’ and rated Results viewed through the dashboard

39. A final word on authenticity You can’t hide any more behind your PR wall Tone and style of words should reflect your brand as much as your look and feel. Be authentic. You can’t afford not to be. Mobile is about communication – it’s a 2-way street Think customer service, think useful 32 © Helen Keegan 2009. All rights reserved. Used with permission.

40. A final reminder: 33 Good marketing begins and ends with good product and service © Helen Keegan 2009. All rights reserved. Used with permission.

41. Any questions for me? Helen Keegan Mobile: +44 794 053 8802 Email: helen@beepmarketing.com http://mobileheroes.net http://technokitten.com http://twitter.com/technokitten http://momolo.org http://twitter.com/momolondon http://swedishbeers.org