burson marsteller proof - fortune 50 mobile study

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B-M Evidence-Based Communications presents: Fortune 50 Use of Mobile: If You’ve Got It, Flaunt It

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Burson-Marsteller / Proof Integrated Communications - Fortune 50 Mobile Study

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Page 1: Burson marsteller proof - fortune 50 mobile study

B-M Evidence-Based Communications presents:

Fortune 50 Use of Mobile: If You’ve Got It, Flaunt It

Page 2: Burson marsteller proof - fortune 50 mobile study

Mobileis positioned to be

the dominant channelfor both internal and externalcorporate communications.

( )

Page 3: Burson marsteller proof - fortune 50 mobile study

Fortune 50 Use of Mobile

of Fortune 50 companies have a mobile website or

application…

62%

of those with a mobile presence make

it readily known on their websites

39%…but only

Page 4: Burson marsteller proof - fortune 50 mobile study

38% of the Fortune 50 have mobile-optimized websites

Mobile-Optimized Websites

B2B-oriented organizations can also benefit from maintaining mobile-optimized websites.

Dow Chemical’s mobile website is targeted specifically to investor relations,

with information and optionsthat are relevant to

on-the-go shareholders.

Costco’s mobile website enables simplified browsing

which is conducive to a mobile-sized screen. Users can make purchases, initiate and

renew memberships and sign up for text message alerts on the mobile website.

State Farm’s allows consumers to get insurance quotes,

report accidents and locate repair facilities easily

from it’s mobile-optimized home page.

Page 5: Burson marsteller proof - fortune 50 mobile study

Mobile Applications

58%of Fortune 50

corporations have mobile applications

15%19% 28% 30%

I’m catching

you!

17%change*

Microsoft Windows

Mobile

AndroidiPhone RIM

Blackberry

-6%change*

533%change*

Market Share Q3

2010-19%

change*

While the Android’s market share is quickly catching up to that of the iPhone and

Blackberry, companies are still focused on building

apps for the iPhone.

*Market share increase, Q3 2009 v. Q3 2010, Nielsen

*83% of iPhone apps are also iPad compatible

Fortune 50 Companies with Mobile Applications

Page 6: Burson marsteller proof - fortune 50 mobile study

Transactions, Not Just Information

Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones.

Home Depot enables shopping via mobile.

Bank of America lets customers transfer funds and pay bills with

their smartphones.

43%of companies’ mobile

websites/apps allow for transactions/interaction

with stakeholders.

Page 7: Burson marsteller proof - fortune 50 mobile study

Walmart sends alerts about promotions and notifications about

photo/prescription pick-up

Johnson & Johnson’s text4baby provides timely updates to

promote moms’ and babies’ health

SMS/Text Message Marketing

Target sends text alerts that include bar codes for

redeeming promotions.

of Fortune 50 companies use

SMS/text messaging

…but only

of adults useSMS/text messaging

70% 22%

Page 8: Burson marsteller proof - fortune 50 mobile study

To use a QR code, download a QR code reader to your

smartphone and scan the two-dimensional image below. This QR code will take you to the Burson-Marsteller Blog.

*QR codes are two-dimensional barcodes that are encrypted with information. Consumers scan the codes with mobile phones and in return receive any information ranging from photos to product data.

Fortune 50 companies that use QR codes often include them in ads

to deliver additional content to a stakeholder’s smartphone.

Take a Picture: QR Codes

of Fortune 50 companies are using

QR codes* Verizon used QR codes to promote applications using the DROID.

Page 9: Burson marsteller proof - fortune 50 mobile study

Bill KempManaging Director, U.S. Digital [email protected]

B.L. OchmanManaging Director, Emerging [email protected]

Chris GeeManaging Director, Digital [email protected]

Zach AmbroseManager, Digital [email protected]

MethodologyThe Burson-Marsteller & Proof research teams looked at the Fortune 50 corporations’ use of mobile tools and communications, including optimized mobile website presence and application deployment on the Android, BlackBerry, iPhone and iPad. The team also examined the companies’ communication of mobile activities and SMS programs, as well as the companies’ use of QR codes. Data was collected between October 25 and November 5, 2010.

Dip Your Toe in the Mobile Waters by Developing a Mobile-Optimized Website:

Our State of Mobile Communications research showed that one-half of U.S. adults will have a smartphone by 2011. Businesses that are not interacting with stakeholders via mobile are missing a huge opportunity to connect.

Do More Than Push Out Your Same, Tired

Content:Mobile includes voice, images and video – not just words. Deliver location-based content and enable transactions that are unique to mobile. Take advantage of the fact that you can reach stakeholders anytime and anywhere.

If You’ve Got It, Flaunt It:Once you have a mobile presence, let everyone know. Advertise it on your homepage and tell stakeholders via email. Anywhere you mention your social media presence, make sure your mobile offerings are mentioned also.

Mobilize!

Other Burson-Marsteller/Proof Digital Research:

• The State of Mobile Communications

• Fortune Global 100 Social Media Study

• Asia Pacific Social Media Check-up

• Latin America Social Media Check-up

• U.S. Advocacy Groups' Use of Twitter

@BMGlobalNews

@ProofTweets