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Mobile – social marketing

  1. 1. Presented by:<br />Onur Ibrahim<br />Mobile Social MarketingAn Introduction<br />
  2. 2. Why Mobile Marketing and the way we use mobiles <br />Email / SMS<br />Facebook / Google Plus and other social networks<br />Apps<br />HTML5<br />Case Studies<br />Questions / Off the cuff thinking / Open Forum<br />Introduction to Mobile Social<br />
  3. 3. Introduction to Mobile Social<br />There are 285.6 million mobile subscribers in the United States. Stated another way, that's 91% of the population! ‘CTIA’<br />Mobile devices will pass PCs as the access device of choice by 2013. ‘Gartner’<br />One-third of mobile searches are tied to local. ‘Google’<br />Mobile search will represent 20% of all search traffic by 2012. RBC Capital Markets<br />$2.2 billion of physical goods will be purchased via mobile device in 2010. <br /> ‘ABI Research’<br />Mobile retail to reach $12 billion by 2014. ‘Juniper Research’<br />27% of U.S. mobile web users have clicked on a mobile ad. ‘ABI Research’<br />53% of mobile users would share their location to receive more relevant ads. ‘Mashable’<br />Mobile coupon redemption is 10x that of traditional coupons. ‘Borrell Associates’<br />Hilton Hotels sees "seven digits a month" in mobile revenue. ‘USA Today’<br />36% of people are interested in receiving grocery coupons on their mobile phone. ‘Compete’<br />
  4. 4. Introduction to Mobile Social<br />Globally there are more mobile phones than PCs.Source: GSM World<br />
  5. 5. Introduction to Mobile Social<br />By 2013, mobile phones will overtake PCs as the most common Web access device worldwide. According to Gartner's PC installed base forecast, <br />the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications offer support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.<br />
  6. 6. Introduction to Mobile Social<br />‘My problem with <br />regular advertising is that it feels too disconnected’<br />- Onur Ibrahim 2010<br />Beauty of Mobile based Marketing<br /><ul><li>Location based Notifications
  7. 7. Always within easy reach
  8. 8. ‘When-you-want’ messaging
  9. 9. Move from ‘communication’ to ‘conversation’
  10. 10. Natural communication platform</li></li></ul><li>Introduction to Mobile Social<br />Context<br /><ul><li>Based on what is happening now</li></ul> (excl. Display)<br /><ul><li>Location
  11. 11. Event
  12. 12. Action</li></ul>Immediate<br /><ul><li>Delivered Instantly
  13. 13. Instant Gratification
  14. 14. High Speed Web
  15. 15. (3G/WiFi)
  16. 16. Already in Pocket or being used at the time</li></ul>Personalized<br /><ul><li>Can be registered w/profile
  17. 17. Specific App/Ad
  18. 18. eCRM => mCRM
  19. 19. Already a Social comms. device</li></ul>Interactivity<br />
  20. 20. Methods of Social Activation<br />Sharing<br />Gaining Social re-enforcement<br />Communicating<br />Conversation<br />Liking (Expressing opinion)<br />Fun / Entertainment<br />Optimising<br />Helping<br />
  21. 21. Trend Spotting<br />
  22. 22. Mobile is about Instant Access<br />
  23. 23. Video Killed the Blogging Star <br /><ul><li>Video Consumption (Mobile Video) has increased faster than mobile uptake
  24. 24. Easier for video to be created and consumed (YouTube, Vimeo etc…)</li></li></ul><li>
  25. 25.
  26. 26. Infographic from<br />
  27. 27. Technologies<br />
  28. 28. Location Based<br />
  29. 29. Apps and Downloads<br />
  30. 30. Mobile Video + Display Advertising<br />
  31. 31. QR Codes + Augmented Reality<br />
  32. 32. Price Checkers and Special Offers<br />
  33. 33. Group Buying Offers + Mobile Barcodes<br />
  34. 34. SMS / MMS / Email<br />Mike Bloomberg – Mayor of NYC<br />
  35. 35. Mobile Commerce / Mobile Payments Mobile Music Downloads<br />
  36. 36. Where do I Start??…………<br />
  37. 37. Do I need to create mobile specific content?<br />Optimise existing content<br />Enhancing User Experiences<br />Create mobile versions of existing web site<br />Produce shorter content<br />Save images as low res and smaller<br />Use large navigation elements<br />Review current marketing plans and re-think to include mobile<br />E.g. Event could utilise indoor GPS, attendee networking and keynote reminders, <br />Video clips that can be delivered through apps / HTML5<br />
  38. 38. What are the audience needs?<br />How can we start new conversations or expand existing conversations using SMS, Content Feeds, Mobile Email, Notifications<br />Is there a location based solution for them?<br />What platforms do they use? <br />How do users currently utilise their mobile phones?<br />What Immediate / Urgent information do they rely on?<br />
  39. 39. What else should I be thinking about?<br />Assess Competitor Programs / Campaigns<br />What and Where is the Unique Value for Customers<br />Set a Clear and Measurable Strategy<br />Identify Relevant Tools<br />Determine Platform Requirements<br />Develop Promotions and Delivery Plan<br />Measure and Optimise <br />
  40. 40. Case Studies<br />
  41. 41. Case Study – Get Glue<br /><ul><li>Watching a show?
  42. 42. Check in!
  43. 43. Like it to gain special offers and additional content
  44. 44. Review it and share with your friends for more rewards</li></li></ul><li>Case Study – Days Inn<br />Days Inn uses Location Based Services to increase bookings<br />Aim: to increase room Bookings<br />Using:Poynt App<br />Method: user searching for related keywords views a Days Inn Offer banner<br />(15% off a 2 night stay) <br />The user clicks on the ad and are taken to a mobile site that provided a click to call or click to web to make a reservation.<br />Results: Ten Times higher response than the industry standard! <br />In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.<br />
  45. 45. Appendix<br />