mobile – social marketing
DESCRIPTION
A quick Run through of mobile Social Marketing that I presented as a Keynote on 7/7/11TRANSCRIPT
Presented by:Onur Ibrahim
Mobile Social MarketingAn Introduction
Why Mobile Marketing and the way we use mobiles
Email / SMSFacebook / Google Plus and other social
networksAppsHTML5Case StudiesQuestions / Off the cuff thinking / Open
Forum
Introduction to Mobile Social
Introduction to Mobile Social
There are 285.6 million mobile subscribers in the United States. Stated another way, that's 91% of the population! ‘CTIA’
Mobile devices will pass PCs as the access device of choice by 2013. ‘Gartner’
One-third of mobile searches are tied to local. ‘Google’ Mobile search will represent 20% of all search traffic by 2012. RBC
Capital Markets $2.2 billion of physical goods will be purchased via mobile device in
2010.
‘ABI Research’ Mobile retail to reach $12 billion by 2014. ‘Juniper Research’ 27% of U.S. mobile web users have clicked on a mobile ad. ‘ABI
Research’ 53% of mobile users would share their location to receive more
relevant ads. ‘Mashable’ Mobile coupon redemption is 10x that of traditional coupons.
‘Borrell Associates’ Hilton Hotels sees "seven digits a month" in mobile revenue. ‘USA
Today’ 36% of people are interested in receiving grocery coupons on their
mobile phone. ‘Compete’
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12 month service revenues $'000 USDEst Connections
Globally there are more mobile phones than PCs.Source: GSM World
Introduction to Mobile Social
By 2013, mobile phones will overtake PCs as the most common Web access device worldwide. According to Gartner's PC installed base forecast,
the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.
Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications offer support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.
Introduction to Mobile Social
‘My problem with regular advertising is that it feels too
disconnected’- Onur Ibrahim 2010
Beauty of Mobile based Marketing
• Location based Notifications• Always within easy reach• ‘When-you-want’ messaging• Move from ‘communication’ to
‘conversation’• Natural communication
platform
Introduction to Mobile Social
Context
• Based on what is happening now(excl. Display)
• Location• Event• Action
Immediate
• Delivered Instantly
• Instant Gratification
• High Speed Web• (3G/WiFi)• Already in Pocket
or being used at the time
Personalized
• Can be registered w/profile
• Specific App/Ad• eCRM => mCRM• Already a Social
comms. device
Interactivity
Introduction to Mobile Social
Methods of Social Activation
Conversation
Sharing
Fun / Entertainment
Liking (Expressing opinion)
Helping
Optimising
Gain
ing
Socia
l re-
en
forc
em
en
t
Com
mu
nic
atin
g
Trend Spotting
Mobile is about Instant Access
Video Killed the Blogging Star
• Video Consumption (Mobile Video) has increased faster than mobile uptake
• Easier for video to be created and consumed (YouTube, Vimeo etc…)
Infographic from OnlineSchools.org
Technologies
Location Based
Apps and Downloads
Mobile Video + Display Advertising
QR Codes + Augmented Reality
Price Checkers and Special Offers
Group Buying Offers + Mobile Barcodes
SMS / MMS / Email
Mike Bloomberg – Mayor of NYC
Mobile Commerce / Mobile Payments Mobile Music Downloads
Where do I Start??…………
Do I need to create mobile specific content?
Optimise existing content
Enhancing User Experiences
Create mobile versions of existing web site
Produce shorter content
Save images as low res and smaller
Use large navigation elements
Review current marketing plans and re-think to include mobile
E.g. Event could utilise indoor GPS, attendee networking and keynote reminders,
Video clips that can be delivered through apps / HTML5
What are the audience needs?
How can we start new conversations or expand existing conversations using SMS, Content Feeds, Mobile Email, Notifications
Is there a location based solution for them?
What platforms do they use?
How do users currently utilise their mobile phones?
What Immediate / Urgent information do they rely on?
What else should I be thinking about?
1. Assess Competitor Programs / Campaigns
2. What and Where is the Unique Value for Customers
3. Set a Clear and Measurable Strategy4. Identify Relevant Tools5. Determine Platform Requirements6. Develop Promotions and Delivery Plan7. Measure and Optimise
Case Studies
Case Study – Get Glue
•Watching a show?•Check in!•Like it to gain special offers and additional content•Review it and share with your friends for more rewards
Case Study – Days Inn
Days Inn uses Location Based Services to increase bookingsAim: to increase room Bookings
Using: Poynt App
Method: user searching for related keywords views a Days Inn Offer banner(15% off a 2 night stay)
The user clicks on the ad and are taken to a mobile site that provided a click to call or click to web to make a reservation.
Results: Ten Times higher response than the industry standard!
In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.
Appendix