Delivering The Right Mobile                         Experience With Drupal                                 05.29.2012Tuesd...
AGENDA     -      Intro to VML     -      Mobile Action Items     -      Mobile Landscape     -      Case studies         ...
FACTSTuesday, May 29, 2012
FACTS                 Founded in 1992,     Creative solutions at the   More than 1,200                        VML became p...
Tuesday, May 29, 2012
INNOVATION                        CREATIVITY                                                  STRATEGY                    ...
Tuesday, May 29, 2012
®Tuesday, May 29, 2012
Big agency          capabilities and          experience.Tuesday, May 29, 2012
VML named one of                        “Ten Standout Shops” in                        Ad Age’s 2012 Agency               ...
ACTION ITEMSTuesday, May 29, 2012
MOBILE ACTION ITEMS     Strategic Considerations                                         Implementation Considerations    ...
MOBILE ACTION ITEMS     Strategic Considerations                                         Implementation Considerations    ...
MOBILE ACTION ITEMS     Strategic Considerations                                         Implementation Considerations    ...
MOBILE        LANDSCAPETuesday, May 29, 2012
DATA HIGHLIGHTSTuesday, May 29, 2012
High Growth      In many parts of the world, the mobile channel is the fastest      growing marketing channel, as measured...
the statistical story   16Tuesday, May 29, 2012
the statistical story   17Tuesday, May 29, 2012
the statistical story                                 18     Mobile apps are also exploding      •     Dominated by Apple/...
the statistical story                       19     Tablets expected to surpass laptops      •   Other          projections...
Always On         Customers are shifting their behavior to the mobile         channel, indeed their mobile device is alway...
the statistical story   21Tuesday, May 29, 2012
the statistical story                                                                 22               45%       Users che...
Unique & Effective         Mobile allows you to reach new customers, it also         provides the opportunity to connect ex...
the statistical story                                                                    24        49% 1 foot 4X-5X      O...
MOBILE CHANNELSTuesday, May 29, 2012
Mobile Channel   OFFER                        The mobile channel                        provides powerful ways            ...
Mobile Channels                                                                               27          Text Message    ...
Mobile Channels                                                                                28          Text Message   ...
Mobile Channels                                                                               29          Text Message    ...
Mobile Channels                                                                                    30          Text Messag...
Mobile Channels                                                                                31          Text Message   ...
Mobile Channels                                                                                                         32...
Mobile Channels                                                                                                  33       ...
Mobile Channels                                                                                       34          Text Mes...
Mobile Channels                                                                             35          Text Message    Mo...
Mobile Channels                                                                             36          Text Message    Mo...
Mobile Channels                                                                             37          Text Message    Mo...
Mobile Channels                                                                             38          Text Message    Mo...
Mobile Media                                                           39      Mobile Banners:                    Floating...
Tablets                                                                                                         40     Tab...
App vs Web                                        41                  Mobile is a moving target       !    iOS and Android...
App vs Web                                             42       Apps are expensive        The fragmented device/OS space m...
App vs Web                                                           43       HTML5       Provides the capability to creat...
Mobile Channels                                          44                        Image Recognition Technology           ...
Mobile Channels                          45             ©2011 VML                         infographic from “Indexed”Tuesda...
Two                          Things to                         Remember             ©2010 VMLTuesday, May 29, 2012
1. Do not look at          MOBILE          as a          silo          or with          tunnel vision             ©2011 VM...
Mobile Channels                                                           48     Mobile is a part of your digital     ecos...
2. It’s   about   them,   not us...             ©2011 VMLTuesday, May 29, 2012
WAYS TO THINK        ABOUT MOBILETuesday, May 29, 2012
VML Mobile     Strategy                                                51    Mobile First  Mobile first is concept of buil...
VML Mobile     Strategy                                          52    Mobile Behavior  Below is a useful set of groups to...
VML Mobile     Strategy                                                                   53       Don’t make the mistake ...
VML Mobile     Strategy                                                                           54     Content over Navi...
CASE        STUDIESTuesday, May 29, 2012
CASE STUDIES     - Mobile Specific       - It’s all about the user       - More specialized (app-like experience)     - Re...
CASE STUDIES     - Mobile Specific       - It’s all about the user       - More specialized (app-like experience)     - Re...
VML                Carlson Hotels                Why mobile specific?                Book or change                reserva...
VML                                                           59                        Why mobile            GlobalNET   ...
VML                                       60            VML.com            Why Responsive?            More of an explorato...
THANK YOU     Contact VML         Please email digitalfirst@vml.com with any         questions, enquires                  ...
Thank you.Tuesday, May 29, 2012
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Delivering the Right Mobile Experience with Drupal

  1. 1. Delivering The Right Mobile Experience With Drupal 05.29.2012Tuesday, May 29, 2012
  2. 2. AGENDA - Intro to VML - Mobile Action Items - Mobile Landscape - Case studies 2Tuesday, May 29, 2012
  3. 3. FACTSTuesday, May 29, 2012
  4. 4. FACTS Founded in 1992, Creative solutions at the More than 1,200 VML became part of intersection of marketing VMLers around the WPP Group in 2001. and technology. world.Tuesday, May 29, 2012
  5. 5. Tuesday, May 29, 2012
  6. 6. INNOVATION CREATIVITY STRATEGY KNOWLEDGE Creative solutions at the intersection of marketing and technology.Tuesday, May 29, 2012
  7. 7. Tuesday, May 29, 2012
  8. 8. ®Tuesday, May 29, 2012
  9. 9. Big agency capabilities and experience.Tuesday, May 29, 2012
  10. 10. VML named one of “Ten Standout Shops” in Ad Age’s 2012 Agency A-List Rankings.Tuesday, May 29, 2012
  11. 11. ACTION ITEMSTuesday, May 29, 2012
  12. 12. MOBILE ACTION ITEMS Strategic Considerations Implementation Considerations Strategy Mobile Web - As Google states “Win the moments that matter” - define - Priority number 1 - ensure good experience to meet organic you value prop by determining what the customer wants to demand do with your brand on mobile - Consider mobile web first for end point for any mobile - Consider local and in-store extensions you build - Review competitors in the space App Org - Essential to activate - Designate mobile owner, either at client or within your org - Proceed with caution - Run education sessions to get all team members aligned on opportunity Search - Get every one in your org to review all campaigns with - Create mobile specific search campaigns mobile lens Media Insights - Consider HTML5, tablet unit for rich experience - Build mobile profile of target - update every quarter - - Review level of mobile media spend as part of overall mix distribute - Integrate mobile data into scorecard Tablet - How does our website function on tablet Integration - Project traffic from tablets for next 12 months - Audit touch points - identify opportunities for mobile to bridge Communication - Consider mobile in any email, social, SMS communication undertaking 10Tuesday, May 29, 2012
  13. 13. MOBILE ACTION ITEMS Strategic Considerations Implementation Considerations Strategy Mobile Web - As Google states “Win the moments that matter” - define - Priority number 1 - ensure good experience to meet organic you value prop by determining what the customer wants to demand do with your brand on mobile - Consider mobile web first for end point for any mobile - Consider local and in-store extensions you build - Review competitors in the space App Org - Essential to activate Drupal lays the - Designate mobile owner, either at client or within your org - Proceed with caution - Run education sessions to get all team members aligned foundation for on opportunity Search mobile lens mobile - Get every one in your org to review all campaigns with - Create mobile specific search campaigns implementation Media Insights - Consider HTML5, tablet unit for rich experience - Build mobile profile of target - update every quarter - - Review level of mobile media spend as part of overall mix distribute - Integrate mobile data into scorecard Tablet - How does our website function on tablet Integration - Project traffic from tablets for next 12 months - Audit touch points - identify opportunities for mobile to bridge Communication - Consider mobile in any email, social, SMS communication undertaking 11Tuesday, May 29, 2012
  14. 14. MOBILE ACTION ITEMS Strategic Considerations Implementation Considerations Strategy Mobile Web - As Google states “Win the moments that matter” - define - Priority number 1 - ensure good experience to meet organic you value prop by determining what the customer wants to demand do with your brand on mobile - Consider mobile web first for end point for any mobile - Consider local and in-store extensions you build - Review competitors in the space App Org - Essential to activate Today’s Focus - Designate mobile owner, either at client or within your org - Proceed with caution - Run education sessions to get all team members aligned on opportunity Search - Get every one in your org to review all campaigns with - Create mobile specific search campaigns mobile lens Media Insights - Consider HTML5, tablet unit for rich experience - Build mobile profile of target - update every quarter - - Review level of mobile media spend as part of overall mix distribute - Integrate mobile data into scorecard Tablet - How does our website function on tablet Integration - Project traffic from tablets for next 12 months - Audit touch points - identify opportunities for mobile to bridge Communication - Consider mobile in any email, social, SMS communication undertaking 12Tuesday, May 29, 2012
  15. 15. MOBILE LANDSCAPETuesday, May 29, 2012
  16. 16. DATA HIGHLIGHTSTuesday, May 29, 2012
  17. 17. High Growth In many parts of the world, the mobile channel is the fastest growing marketing channel, as measured by media spend increases and consumer behavior shifts.Tuesday, May 29, 2012
  18. 18. the statistical story 16Tuesday, May 29, 2012
  19. 19. the statistical story 17Tuesday, May 29, 2012
  20. 20. the statistical story 18 Mobile apps are also exploding • Dominated by Apple/iTunes • Launched iTunes App Store in Jul 2008 • Jan 2011 reached 10B apps downloaded • 2.5 years to 10B app downloads • 9+ years to reach 10B music downloads **Note: With the increase of sites that leverage responsive design and app-like functionality, that growth will begin to decline. ©2011 VMLTuesday, May 29, 2012
  21. 21. the statistical story 19 Tablets expected to surpass laptops • Other projections (Gartner) more aggressive 208M by 2014 • iPad remains dominant source: ForresterTuesday, May 29, 2012
  22. 22. Always On Customers are shifting their behavior to the mobile channel, indeed their mobile device is always with them. 20Tuesday, May 29, 2012
  23. 23. the statistical story 21Tuesday, May 29, 2012
  24. 24. the statistical story 22 45% Users check their phone first thing in the morning. 82% Over 4 in 5 shoppers use their mobile device while shopping. 86% Over 4 in 5 mobile phone owner use the mobile internet while watching TV.Tuesday, May 29, 2012
  25. 25. Unique & Effective Mobile allows you to reach new customers, it also provides the opportunity to connect existing channels, for example print with digital. 23Tuesday, May 29, 2012
  26. 26. the statistical story 24 49% 1 foot 4X-5X Over 49% of ESPN’s audience only visit their Services such as Insight Express have found on ShopKick allow average that mobile advertising mobile properties advertisers to delivers is four to five times more rewards only to users effective than online advertising. who enter the actual store, accurate to 1 foot.Tuesday, May 29, 2012
  27. 27. MOBILE CHANNELSTuesday, May 29, 2012
  28. 28. Mobile Channel OFFER The mobile channel provides powerful ways to start, enrich and continue a conversation with your target audience. 26Tuesday, May 29, 2012
  29. 29. Mobile Channels 27 Text Message Mobile Web LBS + QR Codes Apps + AR + NFC Campaigns Sites, HTML5, search location-based-services AR = augmented realityTuesday, May 29, 2012
  30. 30. Mobile Channels 28 Text Message Mobile Web LBS + QR Codes Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Simple text messages (SMS) and Multimedia messages (MMS) can be received by virtually every mobile phone on the planet. They are simple and effective ways to contact and inform customers. The most widely used communications protocol in the world. They can be used to trigger: alerts, contests, voting, WAP sites or download content or app’s.Tuesday, May 29, 2012
  31. 31. Mobile Channels 29 Text Message Mobile Web LBS + QR Codes Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Mobile sites are specially designed internet sites which are optimized to be viewed in the phone’s online browser. Brands can also buy banner ads on mobile sites similar to standard websites. Consumers increasingly expect an elegant mobile web experience and are quickly frustrated by a poor mobile experience.Tuesday, May 29, 2012
  32. 32. Mobile Channels 30 Text Message Mobile SEO/SEM LBS + QR Codes Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Paid Search: Relevant focus strategies include: focus on special offers, focus on seasonal times, and focus on location. Narrow target by device, carrier, geo-location, browser capability and don’t forget click-to-call. 8-10% of all searches in 2010 happened on mobile (according to study by RBC Capital Markets) Mobile SEO: Mobile search engines have different bots and algorithms than those used for traditional web search.Tuesday, May 29, 2012
  33. 33. Mobile Channels 31 Text Message Mobile Video LBS + QR Codes Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Mobile video is taking off in parallel with 3G & 4G adoption. Brands can create made-for-mobile videos on their site, leverage YouTube or even build video into their app’s.Tuesday, May 29, 2012
  34. 34. Mobile Channels 32 Text Message Mobile Web LBS Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Foursquare Shopkick Groupon Users receive mobile- Earns “Kickbucks” redeemable for in- Retailers offer geo-targeted deals that exclusive deals or tips store goods at participating retailers unlock when enough participants commit as they check into as users check into their locations. to “buying” the item. Groupon Now has specific locations. Enables automatic check-ins. check-in’s, is global, 7K employees, $1B IPO and $20B valuation makes Groupon one to watch.Tuesday, May 29, 2012
  35. 35. Mobile Channels 33 Text Message Mobile Web LBS Apps + AR Campaigns WAP, Video, Search location-based-services AR = augmented reality Google Offers livingsocial Facebook Deals / Places Currently in beta (select Founded the year before Groupon Facebook and Google’s reach could cities). Google Deals is like (’07); $500M Revenue, 200 markets swamp Groupon & livingsocial -- Foursquare meets Groupon. vs. Groupon’s 500+. But, better especially since FB’s friend bonus Check-in with “Places” and the retailer cut & sharing with 3 friends has a built-in 130 friends on average pay with google Wallet. who buy the deal makes yours free. a click away + powerful ad platform.Tuesday, May 29, 2012
  36. 36. Mobile Channels 34 Text Message Mobile Web QR Codes Apps + AR Campaigns WAP, Video, Search ready for primetime (?) AR = augmented reality QR Codes (Quick Response) are 2D barcodes that represent up to 4298 alphanumeric characters. A QR Code can launch a website, open a video, link to coupon or serve as an electronic business card. Back-it-up with a shortcode. graphic courtesy of JumpScan.comTuesday, May 29, 2012
  37. 37. Mobile Channels 35 Text Message Mobile Web QR Codes Apps + AR Campaigns WAP, Video, Search ready for primetime (?) AR = augmented reality In-store and at point-of-sale, QR Codes can link to reviews, product information, video tutorials and expert advice.Tuesday, May 29, 2012
  38. 38. Mobile Channels 36 Text Message Mobile Web QR Codes Apps + AR Campaigns WAP, Video, Search ready for primetime (?) AR = augmented reality In print, QR Codes can unlock additional content and drive to richer digital experiences.Tuesday, May 29, 2012
  39. 39. Mobile Channels 37 Text Message Mobile Web QR Codes Apps + AR Campaigns WAP, Video, Search ready for primetime (?) AR = augmented reality Apps allow developers to leverage native aspects of the device such as the camera, GPS, accelerometer and provide greater performance than the web for services such as games. However, as mobile evolves we are seeing more and more of this functionality available on mobile websites. They allow publishers to distribute through app stores (ie: iTunes or Android market).Tuesday, May 29, 2012
  40. 40. Mobile Channels 38 Text Message Mobile Web QR Codes Apps + AR Campaigns WAP, Video, Search ready for primetime (?) AR = augmented reality Augmented reality combines the device’s camera, GPS and compass to overall digital information about the current location. See right for Yelp’s & Wimbledon’s use of AR.Tuesday, May 29, 2012
  41. 41. Mobile Media 39 Mobile Banners: Floating Ads: • Clickable image-based static • Persistent placement: Stays ads. visible as user scrolls down the page’s content. • Minimal intrusiveness. • Greater visibility than banner • Variety of sizes and ads. positioning options on page. • Higher user engagement at the cost of higher intrusiveness. Full-Screen Ads: In-Game Media: • Available in expandable, • Wrapper ads: a few seconds interstitial, or pre-expanded of advertising a the beginning formats. or end of a game. • Can integrate additional • In-game ads: images or features, such as: hotspots backgrounds within the game triggering overlays, photo during play. galleries, video, dynamic feeds, etc. • Interstitial ads: Short video clips pushed in between • Intrusiveness varies. gameplay.Tuesday, May 29, 2012
  42. 42. Tablets 40 Tablet Devices 11 million tablet devices were sold in 2010, Gartner predicts more than 55 million tablets will sell in 2011. Apple, Research In Motion, Samsung, LG, HTC, Acer, Cisco, Dell, Motorola, OpenPeak and Viewsonic will all have their own tablets in 2011. Though Apple’s iPad and iPad 2 account for most of the current tablet marketshare.Tuesday, May 29, 2012
  43. 43. App vs Web 41 Mobile is a moving target !  iOS and Android devices continue to grow !  New players and devices are emerging !  Build once/Deploy all is elusive !  Prone to problems !   Limits phone featuresTuesday, May 29, 2012
  44. 44. App vs Web 42 Apps are expensive The fragmented device/OS space makes it difficult to build apps on the cheap while solving for the widest number of handset. This is one of the biggest advantages of the mobile web.Tuesday, May 29, 2012
  45. 45. App vs Web 43 HTML5 Provides the capability to create cross-platform web applications !  PROS !  Circumvents app stores !  CONS !   Direct access to customers !  HTML5 is not as powerful !   Control the update as other options process !  Loses visibility of iTunes !   Avoids revenue sharing !  HTML5 feature support is not standardized in mobileTuesday, May 29, 2012
  46. 46. Mobile Channels 44 Image Recognition Technology relies on visual cues and patterns to identify specific objects and match them with Internet content. Scan an object through the camera on your phone, and your phone will recognize the object and provide additional information, without the assistance of tags or barcodes.Tuesday, May 29, 2012
  47. 47. Mobile Channels 45 ©2011 VML infographic from “Indexed”Tuesday, May 29, 2012
  48. 48. Two Things to Remember ©2010 VMLTuesday, May 29, 2012
  49. 49. 1. Do not look at MOBILE as a silo or with tunnel vision ©2011 VMLTuesday, May 29, 2012
  50. 50. Mobile Channels 48 Mobile is a part of your digital ecosystemCRM social search mobile content websites online marketing • Exciting extension, lots of possibilities • Make mobile a key part of the overall roadmap • Complement and augment your brand with the data, relationships, functionality, content and add value unique to the mobile channel/experienceTuesday, May 29, 2012
  51. 51. 2. It’s about them, not us... ©2011 VMLTuesday, May 29, 2012
  52. 52. WAYS TO THINK ABOUT MOBILETuesday, May 29, 2012
  53. 53. VML Mobile Strategy 51 Mobile First Mobile first is concept of building your website, app or campaign for mobile before desktop. It: • Prepares for growth • Forces focus • New way of thinkingTuesday, May 29, 2012
  54. 54. VML Mobile Strategy 52 Mobile Behavior Below is a useful set of groups to think in when defining what your mobile service or campaign will achieve •Lookup/Find (urgent info, local) •Explore/Play (bored, local) •Check In/Status (repeat/micro-tasking) •Edit/Create (urgent change/micro-tasking) Source: Mobile First, Luke WroblewskiTuesday, May 29, 2012
  55. 55. VML Mobile Strategy 53 Don’t make the mistake of assuming you can just port content straight from the desktop to mobile Source: Mobile First, Luke WroblewskiTuesday, May 29, 2012
  56. 56. VML Mobile Strategy 54 Content over Navigation There is limited real estate on mobile, prioritize content over navigation in your experiences. ESPN and YouTube are examples below where content takes up the majority of the screen. Source: Mobile First, Luke WroblewskiTuesday, May 29, 2012
  57. 57. CASE STUDIESTuesday, May 29, 2012
  58. 58. CASE STUDIES - Mobile Specific - It’s all about the user - More specialized (app-like experience) - Responsive (adaptive) - It’s all about the content - Provides full site experience - Drupal is a great platform for either 56Tuesday, May 29, 2012
  59. 59. CASE STUDIES - Mobile Specific - It’s all about the user - More specialized (app-like experience) - Responsive (adaptive) - It’s all about the content - Provides full site experience - Drupal is a great platform for either 57Tuesday, May 29, 2012
  60. 60. VML Carlson Hotels Why mobile specific? Book or change reservations from anywhere in the world Find Hotels Solution: Leverage hotel loyalty Built family of mobile-specific sites programs Provide a consistent, user-focused Save customer application across all hotel preferences and properties previous reservation information Mobile traffic increased by 231% and mobile reservations increased Find special offers by 273%Tuesday, May 29, 2012
  61. 61. VML 59 Why mobile GlobalNET specific? Approach: Create mobile Mobile site theme required delivery of Detect mobile mobile specific device and content assign a role to that user Different menus, different Use context to functionality, key off the role different and change the content theme Had to be built in the same Drupal site, to utilize existing users and contentTuesday, May 29, 2012
  62. 62. VML 60 VML.com Why Responsive? More of an exploratory site Wanted same content experience for all users We were able to design it from the ground up instead of apply mobile to existing siteTuesday, May 29, 2012
  63. 63. THANK YOU Contact VML Please email digitalfirst@vml.com with any questions, enquires 61Tuesday, May 29, 2012
  64. 64. Thank you.Tuesday, May 29, 2012
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