Mobile sites & apps</li></li></ul><li>Customers<br />“Communities already exist. Instead, think about how you can help that community do what it wants to do”<br />Mark Zuckerberg<br />For communities, read customers.<br />The opportunity lies where ‘new media’ meets traditional.<br />But we’ve been calling it ‘new media’ for 10 years.<br />What are you doing now and where will your customers be next week?<br />
The stats<br />Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:<br /><ul><li>They are 41% more likely to recommend a company.
28% more likely to continue using them in the future.
Fans are worth on average $136.38 to a business and spend $71.84 more per year.
Search + Social Media increases CTR by 94 percent. (GroupM and comScore)</li></li></ul><li>The way we were<br />It’s all about search, paid and natural.<br />And conversion.<br />And maybe a follow-up email.<br />Done.<br />‘traditional’ media<br />=<br />+<br />+<br />
The way we should be now<br />Now social influence during the search and research phase is more important than ever...<br />=<br />+<br />+<br />
Remember the basics<br />Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity.<br />‘Traditional’ approach:<br /><ul><li>Traffic – keyword to landing page
User experience – from calls-to-action to form usability
Mobile<br />Mobile shouldn’t remove the opportunity to consultatively sell.<br />There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.<br />Mobile should<br /><ul><li>highlight your products,
to find store locations</li></ul>Mobile is a new channel, not a replacement.<br />
Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them<br />
Mobile search & ads<br />Mobile ad spend rose 116% in 2010 fo £83m<br />There are 3 types of specific mobile advertising:<br /><ul><li>Search Ads - similar to traditional search ads but have some additional features.
Web Display Ads – Display banner and text ads shown across the network. Either optimised for mobile pages or shown on desktop sites via high end devices like the iPhone.
App Display Ads – These ads are shown across a range of apps E.G. Google Maps, Shazam</li></li></ul><li>Mobile search extras<br />Location Extension <br />Click to Call Extension <br />Click to Download App <br />
Mobile targeting<br />As with any mobile or social activity, this is not instead of the basics, this is a new route to market.<br />
So what?<br />Just a website isn’t a strategy.<br />
So what?<br />Just visitors will not keep you in business<br />
So what?<br />Just social networking is all talk and no trousers<br />
So sell<br />Social commerce<br />Mobile commerce<br />
The point<br />Engaging your customers via the most effective means.<br />
Social change<br />Social commerce – e-commerce through social networks<br />Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there)<br />Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.<br />
Social commerce<br />The socialisation of your brand drives business<br /><ul><li>Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]</li></li></ul><li>Social commerce<br />Shopping via Facebook<br />Shopping in Facebook<br />The phasing out of FBML, the phasing in of iframes.<br />People are happy with the ‘security’ of Facebook.<br />
Truly social commerce<br />‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’<br />
Open social discovery<br />Facebook Connect<br />Share on Twitter<br />Then aggregate...<br />
Social curation<br />Buzz monitoring combined with reviews<br />Quant plus Qual<br />Trusted / respected source of opinion<br />
What next?<br />By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*<br />Web 2.0 was when the consumer started creating <br />instead of just consuming. Now we can influence <br />brands; we have (some) control..<br />Next step: "sensor-driven collective intelligence“**<br />The final disappearance of the boundary between<br />"life online" and "real life", between the physical and the virtual.<br />Oh, and Twitter advertising is coming to the UK.<br />*Professor Manuel Castells – Digital Obama Architect<br />**Tim O-Reilly<br />“We fear change.”<br />