ad-tech ny 2009

5thfinger

MASTER CLASS MOBILITY PLANNING.

© 5th Finger 2009

Steen Andersson, Co-Founder & VP Strategy, 5th Finger

5thfinger

1. mobility planning"2. mobile website development"3. comparative framework"

5thfinger http://www.flickr.com/photos/82329524@N00/2857765317/!

5thfinger

1. mobility planning"2. mobile website development"3. comparative framework"

!

5thfinger

This is a mobile phone.

5thfinger

This is mobility.

5thfinger

is a range of BEHAVIORS.

mobility

5thfinger

Our job is helping brands engage consumers living on the go.

5thfinger

By tapping into context.

© 5th Finger 2009

5thfinger

Exploiting functionality.

5thfinger

Creating utility.

© 5th Finger 2009

5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!

How do you think about mobile?

© 5th Finger 2009

5thfinger

Most people think about mobile like this.

Brand

Voice

Apps

Mobile Web

SMS An idea.

An idea.

An idea.

An idea.

© 5th Finger 2009

5thfinger

Most people think about mobile

Brand

Voice

Apps

Mobile Web

SMS An idea.

An idea.

An idea.

An idea.

AS TECHNOLOGY.

© 5th Finger 2009

5thfinger

Some people think about mobile like this.

Mobile

TV

Print

Online

OOH

Ideas.

Ideas. Ideas.

Ideas.

© 5th Finger 2009

5thfinger

Some people think about mobile

Mobile

TV

Print

Online

OOH

Ideas.

Ideas. Ideas.

Ideas. AS CONNECTION.

© 5th Finger 2009

5thfinger

We think about mobile like this.

Mobile

People

Media

Technology

Brand

© 5th Finger 2009

5thfinger

We think about mobile

Mobile

People

Media

Technology

Brand

RELATIONSHIP. AS A

© 5th Finger 2009

5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!

How do you think about mobile?

© 5th Finger 2009

5thfinger

mobility planning – the process" !

5thfinger

Research & Immersion

Establish High Level Objectives

Segment Mobile Behavior

Identify Key Insights

Relationship Driven Core

Mobile Concept

Execution & Optimization

Develop Mobile Brief

Program Planning

1"

2"

3"

4"5"

6"

7"

5thfinger

Establish High Level Objectives"

Driving'Opt+In'

ROI

Time

Grow Consumption

Cross Sell

1"

5thfinger

From:'2653'Join'MCR'Mobile'by'replying'with'‘LINK’'to'link'your'phone.''

1. User enters mobile number' 2. User receives TXT inviting them to LINK their Phone'

3. User replies with ‘LINK’ to link phone '

4. User receives TXT inviting them to opt-in to mobile alerts '

5. User replies ‘Y’ to opt-in'

To:'2653''LINK''

From:'2653'Great.'If'you'would'like'to'opt+in'as'well,'reply'with'‘Y’.''

To:'2653''Y''

Old Mobile Opt-In Process

5thfinger

1. User enters mobile number 2. User checks opt-in'

3. User receives TXT asking to confirm this is their phone by replying LINK. They will then get a welcome message from Jen.

1'

2'

New Mobile Opt-In Process

From:'2653'Join'MCR'Mobile'by'replying'with'‘LINK’'to'link'your'phone.''

To:'2653''LINK''

1'2'

3'

5thfinger

Result?

Monthly opt-in growth of 5%-10%*"

*Source: Aberdeen 2009 Mobile Marketing Benchmark Report

5thfinger

1. User enters mobile number 2. User checks opt-in'

3. User receives TXT confirming opt-in. 1'

2'

Maximum Opt-In Rate

From:'2653'Thanks'for'joining.'Reply'STOP'to'stop'receiving'messages.'

To:'2653''LINK''

1'2'

3'

5thfinger

Demographic !& Psychographic Data on Target

Consumers!

Current Marketing Strategy!

Social & Digital Media Trends!

Current Loyalty !& DM Programs!

Existing Digital & Mobile Programs!

Mobile Usage Patterns for Target

Demo!

Macro Economic & Social Trends!

Research "& Immersion"

2"

5thfinger

Research "& Immersion"

primary research?"

2"

5thfinger

Research "& Immersion"

Key Questions…"1.  mobile media consumption habits

"2.  mobile app usage

"3.  social and mobile usage

"4.  mobile handsets (% smartphones)

"5.  other emerging trends / patterns

"

Take some action

Ask the questions…

What does my team know

about the mobile behavior of

our target consumers?

What would be the most

effective way for us to find out

more?

2"

5thfinger

Segmenting Mobile Behavior." Mobilista - 3g device, app downloads. They expect both form + function. Trend setter. Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”. Worker - Stay connected for work. On weekend, many use a secondary device. Txtr - It’s all about communications - direct yet personal. Function over form. Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.

5thfinger

Mobilista - 3g device, app downloads. They expect both form + function. Trend setter. Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”. Worker - Stay connected for work. On weekend, many use a secondary device. Txtr - It’s all about communications - direct yet personal. Function over form. Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.

connecTvity'

accessibility'

producTvity'

community'

simplicity'

Segmenting Mobile Behavior."

Take some action

Ask the question…

How could we group our

targets based on their mobile

behavior?

5thfinger

Research & Immersion

Establish High Level Objectives

Segment Mobile Behavior

Identify Key Insights

Relationship Driven Core Idea

Execution & Optimization

Develop Mobile Brief

Program Planning

1"

2"

3"

4"5"

6"

7"

5thfinger

Identify Key Insights"

5thfinger

is there love for other mobile devices too?"

5thfinger

Identify Key Insights"

Take some action

Ask the question…

What concept/space could we

own in the mind of our

customers by leveraging

mobile in compelling way?

5thfinger

Develop Mobile Brief"

5thfinger

Business Background"Primary & Secondary Objectives"Target (s)"Timing"Key Consumer Insights" [driven by mobile behavior]"

"

Secondary Consumer Insights / Considerations"

Consumer Goal" ""

Mandatories" � Ongoing TXT Program"� On-Pack TXT Activation"� Mobile Site"� Mobile Application ""

� Mobile Website � PC Website Integration"� Other _________________"

Handset Targeting"""""

� iPhone Only"� iPhone Class (iPhone, Palm Pre, (An)Droid) "� Smartphone (iPhone Class + High Res xHTML browsers)"� Smartphone with graceful degradation !� Feature Phones & Media Phones (LCD)""

…" …"

mobile brief"

5thfinger

Present the Core Creative Idea(s) Relationship Driven Core Idea

5thfinger

Research & Immersion

Establish High Level Objectives

Segment Mobile Behavior

Identify Key Insights

Relationship Driven Core Idea

Execution & Optimization

Develop Mobile Brief

Program Planning

1"

2"

3"

4"5"

6"

7"

5thfinger

1. mobility planning"2. mobile website development"3. comparative framework"

!

5thfinger

mobile "website development""

5thfinger

5thfinger

Mobile Content Relevance Winners Model""Indexed and Scored every section of the site (>50) against these criteria:"1.  PC Desktop Popularity (Weighting "0.5)"2.  Smartphone Popularity (Weighting 1.0)"3.  Ease of Making Mobile (Weighting "0.75)"4.  Relevance of Mobility (Weighting 1.5)"5.  Revenue Potential (Weighting 0.25)"

5thfinger

1. mobility planning"2. mobile website development"3. comparative framework"

!

5thfinger

5thfinger

5thfinger

Shopping"

Next Big Mobile Move"

Mobile Relationship"

Lifestyle Extension"

Mobile in the Middle"

Mobile community management around

new and back-to-school parents!

Branding: Moblie content discovery

engine!

In-store marketing platform for brands!

Expanded community focus :

Empowered Women!

Comparative Framework"

5thfinger

1. mobility planning"

2. mobile website development "

3. comparative framework"

5thfinger www.flickr.com/photos/35798967@N08/3307330817

THANK YOU + Q&A

"Steen Andersson"Co-Founder & VP Strategy "