Integration of digital, social and mobile!

Gaurav Mishra | Gauravonomics!Asia Director of Social Media, MSLGROUP!

06.29.2010 | P2

Integration of digital, social and mobile!

The Convergence of Digital, Mobile

and Social!

As the web has become both more social and more mobile, it has become almost impossible to separate out digital, social and mobile.

Dotcom era!!§ Brochure websites (Information)!

§ Display ads on Yahoo!!

§ Mentions in online media!

!!!!!!!!

Search era!!§ Interactive websites !(Forms)!

§ Search ads on Google!

§ Mentions on blogs!

Social era!!§ Social !platforms (People)!

§ Social ads on Facebook/ LinkedIn/ Twitter!!§ Interactions on Facebook/ LinkedIn/ Twitter!

!!!!

Owned media!

Paid media!

Earned media!

- ! 100 ! 200 ! 300 ! 400 ! 500 ! 600 ! 700 ! 800 ! 900 !

China! India! Japan! South Korea!

Indonesia! USA!

879 ! 791 !

116 ! 49 !

214 ! 286 !

457 !

100 ! 99 ! 39 ! 34 !

220 ! 305 !

40 ! 80 ! 35 ! 30 ! 70 !

Mobile! Internet! Mobile Internet!

The Convergence of Digital, Mobile and Social in

Asia!

The convergence of digital, mobile and social is critical in Asia because mobile phones are the primary device for web access in most Asian markets (all figures in millions).!

Last PC-first internet market in the world!!

More Facebook users than PC internet users!!

What if 790m mobile phone owners go online via 3G!!

Worldʼs most advanced mobile web market!!

The Convergence of Digital, Mobile

and Social!

Both social platforms (Facebook, Twitter, LinkedIn) and mobile platforms (iPhone, Android, Blackberry) have open application ecosystems, leading to an integrated experience.!

Integrated experience!

Social web!

Mobile apps!Mobile web!

Open application ecosystems!

The Convergence of Digital, Mobile and Social in

China!

In China, the main social platforms Tencent (QQ), Sina and Renren are also moving towards open application ecosystems, leading to a comparable integrated experience.!

Integrated experience!

Social web!

Mobile apps!Mobile web!

Open application ecosystems!

The Convergence of Digital, Mobile and Social in

China!

Source: Sina Weibo, RenRen, Qzone, Youku!

In China, popular social platforms Sina Weibo, RenRen, Qzone and Youku all have popular iPhone apps.!

The Convergence of Digital, Mobile and Social in

India!

Source: Mig33, SMSGupShup, RockeTalk, Ibibo!

In India, popular social platforms Ibibo has a iPhone app. RockeTalk, SMSGupShup and Mig33 are popular mobile social networking platforms.!

•  Nike+ is a good example of the convergence of digital, mobile and social.!

•  The Nike+ iPhone app tracks running data using a sensor and syncs it with the Nike+ community.!

•  Nike+ members can track their own progress against goals, participate in challenges with others and share their runs on Facebook and Twitter.!

•  Nike+ members have run 375 million miles.!

Case study: Nike+!

Source: Nike+, Nike+ ad!

06.29.2010 | P10

How to scale real time plus face time?!

The rise of real time!

Always-on mobile apps!

Search and subscribe!

Activity streams! Notifications and alerts!

Real-time plus face-time!

Meet up offline!Plan to meet up online!

Follow activity stream online!

Search or discover online!

Decoding real-time plus face-

time!

§ Text or video chatting!§ Live video streaming!

§ Meetups!§ Flash mobs!

§ Activity streams!§ Push notifications!

§ Checking in!§ Calendar sharing!

Synchronous!

Asynchronous!

Online! Offline!Sustain !relationships!

Strengthen !relationships!

Scaling real-time plus face-

time!

§ Twitter chats!§ Ustream events!

§ Tweetups!§ Meetup groups!

§ Twitter hashtags!§ SlideShare or YouTube archive!

§ Foursquare loyalty programs!§ Facebook event activation!

Synchronous!

Asynchronous!

Online! Offline!Sustain !relationships!

Strengthen !relationships!

06.29.2010 | P15

MSLGROUPʼs social media offering!

MSLGROUPʼs social media

offering!

MSLGROUP has created a fully integrated social media offering across the PLAN-BUILD-ENGAGE phases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!

MSLGROUPʼs social media

offering!

MSLGROUPʼs PLAN offering includes insights, strategy, and enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!

•  Distill actionable insights and foresights from conversations and communities using our proprietary What IF People's Lab approach.!

!•  Discover a shared purpose

and brand story that connects the brand values with evangelists passions.!

!•  Create platforms and

programs to organize and energize brand evangelists, co-create shareable content, and trigger participation and action.!

•  Link back participation and action to business objectives through our proprietary VERITE measurement approach.!

•  Provide strategic counsel across the consumer activation, corporate reputation, and employee engagement use cases.!

•  Design and deliver training programs to help build enterprise capabilities to participate in the conversation economy.!

MSLGROUPʼs social media

offering!

MSLGROUPʼs BUILD offering includes designing and developing web, mobile, and social applications, through in-house specialists and partners.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

•  Design and develop private or public community platforms using our proprietary What IF white label community tool.!

!•  Design and develop social

applications using the Facebook, LinkedIn and Twitter APIs.!

!•  Design and develop mobile

applications on the Apple, Android, and Blackberry platforms.!

•  Set up, optimize and manage digital assets across channels and geographies.!

!•  Leverage on-site and off-site

search engine optimization for higher search rankings.!

2! 3!1!

MSLGROUPʼs social media

offering!

MSLGROUPʼs ENGAGE offering includes managing content, communities, and conversations, through dedicated specialists and integrated communications teams.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

•  Build long-term relationships with key online influencers beyond the "big-box" blogs using our proprietary Multiloguer influencer relationship management tool.!

•  Leverage creative storytelling and rich multimedia content to bring alive the brand story.!

•  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

•  Track and participate in conversations related to the brand, the category or the social heartbeat on the broader social web.!

!•  Leverage targeted paid

media, primarily social advertising and search advertising, to support owned media and earned media.!

2! 3!1!

Letʼs stay in touch!

mslgroup.com | gauravonomics.com gauravonomics on Google/ Skype!Facebook/ Twitter/ LinkedIn/ SlideShare!