the director forum social & mobile feb 2011 hugh griffiths

Social & Mobile The Directors Forum

Hugh Griffithswww.digitalpotential.co.uk

Social & Mobile Observations – Past Present & Future

March 3rd 2011


Hugh GriffithsDigital Potential

Other Experience

Non Exec Director of PhonepayPlus 2010 - The UK Mobile Marketing Association Board 2007 – 2008; The Mobile Entertainment Advisory Board 2005 – 2008; Monthly Columnist in Revolution Magazine 2002-8;

Contact Details Email: [email protected] Mobile: +447712 39712

Twitter: hugh_griffiths

Over 15 years experience across Online and Digital TV and Mobile. Helping organisations define and implement their digital service strategies. Specialising in mobile but also operating in fixed line Internet businesses

Director Mobile Services at Microsoft 2007 – 2009 VP Data Products and Content at O2 Telefonica 2001-2007Managing Director at iTouch 2000 – 2001 (Independent News and Media owned start up)Previously with: Cable & Wireless, 3i, Proctor & Gamble

The mobile is primaily a communication device –

therefore ‘social media’ has always driven mobile

consumption.

Source: Ericsson reported in Mobile Entertainment – March 25th 2010

Slide 4


• 1999 - SMS Interoperability, Premium Rate SMS launched, Wap launched.

• 2000 - First Wap services/portals, Speedy Tomato, Vizzavi, Genie launched etc.

• 2001 - Wap portals, Wap Chat, Dating etc. First applications.

• 2002 - MMS & Colour Screens launched.

• 2003 - 3G Networks launched, Games, IM.

• 2004 - Multiplayer gaming

• 2005 - Mobile TV. Wap Chat represents 25% of all traffic. RIM launches BBM.

• 2006 - Banner advertising launched by many operators and third parties

• 2007 - Launch of iphone, Facebook on Mobile.

• 2008 - Launch of the Apple app store, Android, Twitter on Mobile,

• 2009 – RIM apps, Microsoft Marketplace.

• 2010 - Mobile Media Metrics launched in the UK. Google goggles.

• 2011 - ?

2000 – 2010 review of Mobile services

Social media has driven mobile ‘data’ consumption

‘Mobile data traffic overtakes voice’

Source: Ericsson reported in Mobile Entertainment – March 25th 2010

Slide 6

Social & Mobile The Directors Forum 8

• Mobile is increasingly becoming the platform of choice for social

media, particularly with the growth of smartphones

• 16-24 year olds in the UK do one fifth of their social networking

through mobileSouce - Ofcom : the communications market Aug 2010

• 10 million of Facebook’s c. 33m active daily users access via mobile

• Twitter has been designed for mobile access from the start

• The mobile experience is more intimate, offering huge opportunities for

connecting with individuals

• Facebook mobile contains no advertising, making newsfeeds crucial

The importance of mobile


The 500lb Social ‘Gorillas’

Facebook

500m users globally

Web Origin

‘Private’

Look at Me/You!

Good for Products

Twitter

190m users globally

Designed for Mobile

‘Public’

Look at That!

Great for Services


Social Media & Brands

Enables individuals

Empowers individuals

Forces companies to deliver ..

It can turn this... …into this

Social Media is not one of a brands ‘channels’ and you can’t control it.....


Case Study United Breaks Guitars

The song became an immediate YouTube and ITMS hit in July 2009.

$150 to make the video

10m+ YouTube views

27,193 comments (mostly citing bad experiences)

250 media interviews

Media coverage in CNN, Fox, Time, local, national and international press

50,000 hits a day to their own website

http://www.youtube.com/watch?v=5YGc4zOqozo

"United Breaks Guitars" by

Canadian musician David Carroll


United Breaks Guitars

• A spike was tracked in social chatter about United Airlines just after

United Breaks Guitars went live, especially on Twitter.

• Positive sentiment down from 34% to 28%; negative increased from

22% to 25%;

• Traditional media was worse - positive stories dropped from 39% to

27%, while negative stories increased from 18% to 23%.

• The Times newspaper reported that within 4 days of the video being

posted online, United Airline's stock price fell 10%, costing about

$180 million in value.


How Virgin America get it right

• Virgin America flight in 2010 - Delay announced

• A passenger on his mobile, “filed” a complaint on

his Twitter profile, giving his seat number and the

flight number.

• The Virgin America department that followed

social networking sites spotted the tweet.

• A technician was dispatched and the problem was

solved before the plane took off. http://www.hurriyetdailynews.com/n.php?n=complaints-through-twitter-2010-01-26

“We’re very open to being criticised on Twitter and Facebook, because it’s legitimate. Any bad experience young people have matters, I want to know that now.” Louise MacDonald, Chief Executive, Young Scot


UK Airlines

A transparent graph supplied by Linkdex showing how some UK airlines are found online. As can be seen, rather like PR, social is almost non existent.


Brands

Other services


O2 Media

O2 More – 1.4M customers opted in the receive messages

Wide range of services – Messaging/Click to call/M-Site/App/Video/Rate

Location based messaging:

“The most ambitious deployment yet of newlocation-based wireless marketing technology” FT

Also develop bespoke app through partnership with Golden Gekko


Location

• For donations.. During SXSWI 2010 Microsoft

and Paypal donated $0.25 to Save The

Children’s Haiti Relief for every checked-in

(on Foursquare) to an Austin, Texas venue

(donations in excess of £15k).

• Dominos Pizza has attributed it strong growth

in online sales to promotions on Foursquare

• Facebook Places launched in November 2010


Augmented Reality

http://www.youtube.com/watch?v=U2uH-jrsSxs

What’s in store?

Slide 21

• More on Location / AR in 2011

• Mobile Payments

• Wearable Technology

• Interaction between screens

Video


Planning for the future?

“At some point, social media may hit a tipping point and become more important than anything, and at that point you want to have made all your mistakes and have trained your organisation in it.”Ted Hunt, Digital Manager, Innocent

Thank YouQuestions?

Hugh Griffiths

www.digitalpotential.co.uk

Email: [email protected]

Skype: hugh_griffiths

Twitter: hugh_griffiths

the director forum social & mobile feb 2011 hugh griffiths

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