toonity.com – How to get an online community into mobile?

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M-Days 2012
toonity.com – How to get an online community into mobile?

Daniel Haida, STABILO International GmbH
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

Published in: Business, Technology
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toonity.com – How to get an online community into mobile?

  1. 1. M-Days 2012, Frankfurt February 1st 2012, Session 3toonity.com – How to get an online community into mobile? STABILO International GmbH - Daniel Haida M-Days 2012, Daniel Haida, Feb. 1st 2012 1
  2. 2. Some information about STABILO M-Days 2012, Daniel Haida, Feb. 1st 2012 2
  3. 3. We sell coloured lines on paper!
  4. 4. What´s the difference? M-Days 2012, Daniel Haida, Feb. 1st 2012 4
  5. 5. Favourite pens for you! M-Days 2012, Daniel Haida, Feb. 1st 2012 5
  6. 6. General mobile stuff from STABILO• QR Code for STABILO SMARTball ballpoint pen for touch screen displays for decision support at POS: film + product features• Optimized STABILO product websites for mobile use• PimpYourPic App M-Days 2012, Daniel Haida, Feb. 1st 2012 6
  7. 7. Why toonity.com? M-Days 2012, Daniel Haida, Feb. 1st 2012 7
  8. 8. The concept behind toonity.com STABILO´s target group STABILO´s target group …is highly creative …is highly creative …is drawing and writing with STABILO pens already …is drawing and writing with STABILO pens already …is interested in Comic and Manga …is interested in Comic and Manga Web 2.0 success factors:Comic CommunityComic Community Web 2.0 success factors:  self-expression  self-expression  entertainment  entertainment  social experience  social experience „Creativity“ becomes community spirit „Creativity“ becomes community spirit M-Days 2012, Daniel Haida, Feb. 1st 2012 8
  9. 9. toonity.com – THE NAME toonity = carTOON + communITY M-Days 2012, Daniel Haida, Feb. 1st 2012 9
  10. 10. Concentration on STABILO´s core target group 12-19 – They love stylish and trendy products – They set a high value on brands – They love to communicate and self-portrayal themselves especially inside the Internet – They use all kinds of media, communication tools and electronic toys  high potential to get in direct contact and to deepen direct communication ! Alter M-Days 2012, Daniel Haida, Feb. 1st 2012 10
  11. 11. Main offers and added values M-Days 2012, Daniel Haida, Feb. 1st 2012 11
  12. 12. Comic Creator tool including picture upload The Comic Creator tool… • is easy to use • is boosting creativity • is pure funFotoupload M-Days 2012, Daniel Haida, Feb. 1st 2012 12
  13. 13. Upload of own drawingsM-Days 2012, Daniel Haida, Feb. 1st 2012 13
  14. 14. toonity.com Comic Soap• 2-3 episodes a week• target group relevant topics• user-generated content:„Decide how the story could goon!“• exciting prize winning games M-Days 2012, Daniel Haida, Feb. 1st 2012 14
  15. 15. Free of charge drawing tutorial with professional draftspersonM-Days 2012, Daniel Haida, Feb. 1st 2012 15
  16. 16. Exciting comic creator or drawing contests + creative competitions M-Days 2012, Daniel Haida, Feb. 1st 2012 16
  17. 17. Crowdsourcing e.g. STABILO bionic Penstyler-Wettbewerb80 designs M-Days 2012, Daniel Haida, Feb. 1st 2012 17
  18. 18. Main benefits of toonity.com• Digital Relations as a chance: Intensive Dialogue with STABILO heavy users/buyers• Strengthening STABILO´s brand- and product image• Outstanding PR-story• Crowdsourcing – product and design tests• Creating STABILO related user-generated content for youtube, Facebook & Co.• Increase of end consumer loyalty and turnover M-Days 2012, Daniel Haida, Feb. 1st 2012 18
  19. 19. GOING MOBILE? M-Days 2012, Daniel Haida, Feb. 1st 2012 19
  20. 20. General Objective: Reducing access barriersPossible features:• Facebook Login – but: No facebook App!• Mobile Version• Mobile APP under – Possible mobile features: discussion • Wall + Chat  communication • Comic Creator  creativity M-Days 2012, Daniel Haida, Feb. 1st 2012 20
  21. 21. Pros and Cons of a toonity.com APP (HTML5)• Pros: – Optimized look on mobile devices – Increased usability – Higher reach within target group – Easier access + automatic login „on the go“ – Easier communication amongst toonity users ?• Cons: – Costs of about 15.000 – 20.000 EUR – Situation today: no relevant use of mobile apps inside young toonity target group  unsureness about future mobile use development M-Days 2012, Daniel Haida, Feb. 1st 2012 21
  22. 22. Mobile Phone: General availability Yes, I have access to a mobile phone Total Boys Girls Own mobile phone. Co-use of mobile phone Total Boys Girls M-Days 2012, Daniel Haida, Feb. 1st 2012 22
  23. 23. Yes, I have downloaded apps alreadyTotal Boys Girls Yes, I asked my parents to download apps for meTotal Boys Girls M-Days 2012, Daniel Haida, Feb. 1st 2012 23
  24. 24. toonity.com user survey in February 2012• Redesigned layout + new features will be tested from users• Included questions: – Do you own a smartphone? – Are you registered on facebook and do you use it regularly? – Would you use a mobile toonity.com Version or even a toonity.com App on your smartphone? – Which mobile toonity.com features could you think of? D E C I S I O N ??? M-Days 2012, Daniel Haida, Feb. 1st 2012 24
  25. 25. Thank you very much for your attention! Daniel Haida daniel.haida@stabilo.com Tel.: 0911 / 567–1327 M-Days 2012, Daniel Haida, Feb. 1st 2012 25

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