Mobile Best Practices Discussion June 14, 2012

Before we begin…

Has everyone checked in?

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Mobile numbers are large and growing. •  236.6M mobile phone users

•  75.5% of all Americans •  91.4M use the mobile internet

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Source: eMarketer, March 2011

•  73.3 M are smartphone users

•  Expected to be 109M by 2015 •  49.4M use mobile social networking But the best know phone in the world is also known for being …

…terrible at making phone calls.

Mobile in the world

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•  tv •  movies •  dm •  internet •  books •  tabloids •  popular press

•  radio •  billboards •  tabloids

• trade press • radio • internet • exhibitions • billboards

•  radio •  billboards •  free newspapers

•  newspaper •  radio •  tv

1 6 9 11 14 16 19 23

HOME

sleep

WORK HOME

sleep play/shop transit lunch

time

MOBILE  IS  PRESENT  DURING  EVERY  PART  OF  THE  DAY  Original Chart Source: Ansible Mobile

Alarm Clock Use Phone for: Weather

Traffic Alerts Newspaper

Shopping Dining Tix

Take Pictures

Dinner Plans Social Networking

Mobile for the consumer

That has interesting implications.

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1. “All About Me” •  Invitations •  Highly personal: Where | When | What

2. “All About It”

•  Physical Restrictions •  Quick Hits •  Deeper Connections

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All About “Me”

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Ask yourself: Why do 98% of SMS messages get opened -- within 60 minutes?

I’m fairly certain…

it’s from someone I know, or it’s something I speci!cally requested.

“I invited it.”

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Mobile Best Practices 1) Earn their invitation Give consumers a reason to invite you onto their phone. 2) Their trust needs to be rewarded When they invite you in, give value back. We don’t want to be vampire spam: invited in, only to suck up valuable time and attention.

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Trust is such a major consideration in mobile because “All About Me” means mobile is highly personal…

…which equates to brands as highly useful.

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-  Where you are -  When you’re there -  What you’re doing

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Me: Where | When | What

Mobile Best Practice 3) Continuous Relevance

We know more than usual

Personally relevant at that exact

moment

Personal = =

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Tell a geo-social app like Foursquare where you are. A nearby Starbucks tells you about a special offer.

An example…

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All About “It”

Just picture the way most people use their smartphones. Held in one hand. Carefully pressing small screens or tiny keyboards,

with their thumb.

Smartphones are lovely, but limited

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Consumers pop on to their phone to get quick hits of news and sports, games and entertainment, or to make a quick announcement to the world through social media.

“Quick Hits” rule

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Mobile Best Practice 4) Optimize for Quick Hits A basic interaction with a mobile consumer should be easy for them to enter into, and easy to get a response.

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Because its so personal, you’re much closer to the consumer than normal. Which means these hits can more easily lead to deeper engagements.

“Quick” doesn’t have to mean “shallow”

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A consumer hears a song they like on the Pandora streaming music app. They can bookmark it for later, and then explore that song, or the artist, in more detail using Pandora on their computer. And then that exploration instantly updates the mobile experience next time the app is launched.

An example: “I like that song!”

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Mobile Best Practice 5) Flow to deeper engagements If a consumer is intrigued enough to engage in a deeper way, offer them easy ways to do so.

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Mobile Best Practices 1)  Earn an invitation 2)  Reward their trust 3)  Continuous Relevance 4)  Optimize for Quick Hits 5)  Flow to deeper engagements

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Thanks!

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