Social is mobile and often mobile is social. In the creative mix of social media and the mobile channel brands and products can establish themselves and become relevant to consumers. This presentation is about social media and mobile use, with fresh statistics of use in Denmark, creative social+mobile concepts and models for marketers orchestrating multichannel presence, services and messages considering both consumer journeys, digital platforms and market communication.

1. Rikke Rømer and Simon Kibsgård
Mix Mobile and
Social Media
– and take part in
the conversation

2. Rikke Rømer
You at
#morgenbriefing
Simon Kibsgård
@FrkRoemer @SimonKibsgaard

3. Agenda: Mobile + Social
1. How we use it
2. How marketers use it (cases)
3. How you can plan for it
4. Some low hanging fruits.
@FrkRoemer @SimonKibsgaard

4. Mobile & Social - is it connected?
No Social without mobile Mobile without social?
@FrkRoemer @SimonKibsgaard

5. Social Semantic: Danes well ahead
@FrkRoemer @SimonKibsgaard

6. How we use mobile + Social
@FrkRoemer @SimonKibsgaard

7. Global social media statistics
 500 million active Facebook users
 30 billion pieces of content is shared on Facebook per month
 200 million registered accounts on Twitter as of January 2011
 110 million tweets are sent per day on Twitter
 200 million views of YouTube via mobile per day
@FrkRoemer @SimonKibsgaard

8. Social media statistics - Denmark
 2.7 million have an active Facebook profile
 100.000 have a twitter profile
 815.000 create content/ upload pictures with the intent to share
 200.000 use other social media network sites
 1.6 million downloading games, watching music, videos, movies …
@FrkRoemer @SimonKibsgaard

9. Social media behavior
 Me, myself & I.
 Entertainment
 What's in it for me?!
@FrkRoemer @SimonKibsgaard

10. The F-factor
@FrkRoemer @SimonKibsgaard

11. The F-discovery
@FrkRoemer @SimonKibsgaard

12. The F-rated
@FrkRoemer @SimonKibsgaard

13. The F-feedback
@FrkRoemer @SimonKibsgaard

14. The F-together
@FrkRoemer @SimonKibsgaard

15. The F-me
@FrkRoemer @SimonKibsgaard

16. Mobile Platforms. The real rise of
the multichannel web
In 1983, the first commercial wireless call was placed with a
Motorola DynaTac. The phone cost $3,995, almost 2 kilo and
was 25 cm tall + antenna....
1987
@FrkRoemer @SimonKibsgaard

17. Mobile Platforms. The real rise of
the multichannel web
@FrkRoemer @SimonKibsgaard

18. Mobile Platform disitribution in Denmark (March 2011)
60%
51%
50%
40%
30%
23%
20%
12% 13%
10%
0%
0%
iOS Android Windows Nokia Andre
Phone 7
@FrkRoemer @SimonKibsgaard 18

19. Smartphone Penetration in Denmark by age
(March 2011)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
15-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 Alder
60+
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard 19

20. Bought Something With Mobile in Denmark
(March 2011)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Smartphone Users All
SMS tickets Mobile Apps Ringtones
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard 20

21. Mobile is everywhere
but still hard to unlock
75% turn to their mobile device to check out product details
17% would rather ask the store staff
49% browse the mobile web while watching TV
@FrkRoemer @SimonKibsgaard

22. Danes Using Social Media via Mobile (March 2011)
14%
12%
10%
8%
6%
4%
2%
0%
Facebook Twitter LinkedIn YouTube Other
Smartphone are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard 22

23. When Danes are using Social Media via Mobile –
Which features? (March 2011)
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Status messaging Sharing pictures Sharing Links Reading others "Liking" mobile apps Other
updates or websites
Share of men Share of women
@FrkRoemer @SimonKibsgaard 23

24. What Else Are Danes Using Mobile Phones for?
(March 2011)
100%
90%
80% Surfing the Internet
70%
Social Media
60%
50%
Checking in (eg. with
40% FourSquare or FB
Places)
30% Playing games
20%
10% Downloading apps
0%
Iphone Android All
@FrkRoemer @SimonKibsgaard 24

25. How marketers use it
@FrkRoemer @SimonKibsgaard

26. Skanderborg Festival 2010
@FrkRoemer @SimonKibsgaard

27. Skanderborg Festival 2011
@FrkRoemer @SimonKibsgaard

28. Shake 'n' Donate
@FrkRoemer @SimonKibsgaard

29. Dunkin’ Donuts
@FrkRoemer @SimonKibsgaard

30. Color app
@FrkRoemer @SimonKibsgaard

31. ShoGoo
@FrkRoemer @SimonKibsgaard

32. FourSquare, FB Places & Deals
@FrkRoemer @SimonKibsgaard

33. Normann Copenhagen
@FrkRoemer @SimonKibsgaard

34. How you can plan
for mobile+ social?
@FrkRoemer @SimonKibsgaard

35. What’s your strategy?
Marketing Strategy
Digital Marketing Strategy
Loyalty programme
Mobile Strategy
Social Media
Strategy Direct Marketing
Strategy
App Strategy
@FrkRoemer @SimonKibsgaard

36. Throwing stuff against the
wall has never been easier
Making it stick is still the harder part
Presence
Services
Messages
On many channels
- and media
@FrkRoemer @SimonKibsgaard

37. The big questions
Customer centric
How can you influence consistently on touch points
consumers have (or could have) with your business?
System centric
How do you manage your digital marketing ecosystem
Marketer centric
How can you orchestrate campaigns, apps/services and your
digital platform to increase customer engagement?
@FrkRoemer @SimonKibsgaard

38. Customer Centric
@FrkRoemer @SimonKibsgaard

39. Active evaluation
Initial
considerat
ion The Loyalty loop
Moment of
purchase
Trigger
Post Purchase Experience
@FrkRoemer @SimonKibsgaard
Inspired by McKinsey

40. Map your touch points throughout
the decision making journey
Initial Active Moment of Post purchase
consideration evaluation purchase experience
Touch Touch Touch Touch Touch Point 05 Touch Touch
Point Point 02 Point 03 Point 04 Point Point 07
01 06
@FrkRoemer @SimonKibsgaard

41. The big campaign idea TV
….will it fit digitally?
Your Device
Optimized
Website
@FrkRoemer @SimonKibsgaard

42. Search TV
Mobile
App
Facebook
Your Device
Optimized Twitter
Website
Radio
Print You
Tube
Display
@FrkRoemer @SimonKibsgaard 42
Inspired by Forrester

43. Plan for increasing
engagement on a longer term
CAMPAIGN
ACTIVITY APP or
SERVICE
CAMPAIGN APP or
ACTIVITY SERVICE
APP or CONSUMER
SERVICE
@FrkRoemer @SimonKibsgaard Inspired 43 R/GA
by

44. Customer centric
Marketer centric System centric
@FrkRoemer @SimonKibsgaard 44

45. You’ve got to start somewhere
@FrkRoemer @SimonKibsgaard

46. Danes Reading their Email on the Mobile
Phone (March 2011)
100%
90%
78%
80%
70%
60% 54%
50% 43%
40%
30% 22%
20%
10% 3%
0
0%
Smartphone Users All
Read all or most emails on the phone
Occasionally read mails on the phone
Never read mails on the phone
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard 46

47. Tak!
#morgenbriefing
@FrkRoemer @SimonKibsgaard