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Social Media & Mobile Strategies in Digital World

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  • אמנם דיברנו על תחום המובייל מספר שנים ברציפות, אבל שנת 2010 היא זו שתהיה שנת המובייל. אימוץ כמעט אקפוננציאלי של טלפונים ניידים אפשר להסביר ע"י מספר סיבות. יש לזה סיבות חבתיות, טכנ' וכלכליות
  • רשימת החברים של 40% ממשתמשי פייסבוק מכילה בין השאר ארגונים או מותגים הנמצאים ברשתות פייסבוק או מייספייס
  • רשת חברתית בעלת הגידול המהיר בעולם היא טוויטר. 44% מהמשתמשים שעקבו אחרי המותג מסוים בטוויטר עשו זאת בשביל לבצע טרנזקציה אמיתית. ו48% מאלה שראו מותג מוזכר בטוויטר עשו לאחר מכן חיפוש באינטרנט לגבי אותו המותג
  • שירותים מבוססי מקום בעזרת טכנ GPS – כאן אנו מדברים על האספקת מידע ושירותים המבוססים על מיקום המדויק של המשתמש. כשאני נמצאת ברחוב דיזנגוף בת"א אני מקבלת מהבנק שלי את המיקום
  • שילוב מעניין הבא – הוא רשתות חברתיות סלולריות, דוגמת FOUTSQUARE למשל. מדובר המלצות בזמן אמת מבוססות על המיקום המדויק שלך עכשיו אשר משתמשות

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  • 1. Social Media & Mobile Strategies in Digital World Galit Fein EVP & Office of the CIO Strategies Senior Analyst
  • 2. Y 2010 - Going Mobile Mobile Reasons: Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 2 Do not remove source or attribution from any graphic or portion of graphic
  • 3. Get Social 90% 70% Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 3 Do not remove source or attribution from any graphic or portion of graphic
  • 4. Facebook  40 M Facebook status updates a day by 400 M+ users; +137% Y/Y  65 M people use Facebook on a mobile device (450K Israelis) Your Text here Your Text here  40% of consumers “frended” a brand on Facebook &/ or MySpace Source: Razorfish Digital Brand Experience Report 2009 Galit Fein’s work Copyright 2010 @STKI 4 Do not remove source or attribution from any graphic or portion of graphic
  • 5. Twitter  58 MM users; +1238% Y/Y Source: Morgan Stanley  ~25M tweets per day Source: GigaTweet 11/2009  44% of consumers who followed a brand on Twitter Your Text here Your Text here did so for actual transaction  48% of those who saw a brand mentioned on Twitter did research on that brand Source: Razorfish Digital Brand Experience Report 2009 Galit Fein’s work Copyright 2010 @STKI 5 Do not remove source or attribution from any graphic or portion of graphic
  • 6. Levels of social media involvement 1) Listen Start here: Simple to do, 2) Analyze/understand High value! 3) React 4) Measure 5) Create interactions Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 6
  • 7. Levels of social media involvement 1) Listen 2) Analyze/understand 3) React 4) Measure 5) Create interactions Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 7
  • 8. Listening platforms Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 8
  • 9. Levels of social media involvement 1) Listen 2) Analyze/understand 3) React 4) Measure 5) Create interactions Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 9
  • 10. Real time service Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 10
  • 11. Levels of social media involvement 1) Listen 2) Analyze/understand 3) React 4) Measure 5) Create interactions Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 11
  • 12. What are we doing wrong? Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 12
  • 13. Amazon Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 13
  • 14. To Be Where Your Customers Are  3rd party virtual vendors are accelerating financial services & replacing traditional Your Text here Your Text here providers (banks, brokers, accountants…) Galit Fein’s work Copyright 2010 @STKI 14 Do not remove source or attribution from any graphic or portion of graphic
  • 15. Social Media Payments Barter Currency Credit Cards From Your Text here Your Text here to Twitter??? Galit Fein’s work Copyright 2010 @STKI 15 Do not remove source or attribution from any graphic or portion of graphic
  • 16. Traditional (Interruption) Marketing Mobile Now can be filtered (digital cable recorder) Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 16 Do not remove source or attribution from any graphic or portion of graphic
  • 17. Permission Marketing Mobile Do not push ads message to your consumers - Let them to pull it from you! The Crème Brulee Cart Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 17 Do not remove source or attribution from any graphic or portion of graphic
  • 18. The Crème Brulee on Twitter 9,854 followers Real Time advertisement Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 18
  • 19. It’s not about money – It’s about value! Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 19 Do not remove source or attribution from any graphic or portion of graphic
  • 20. Mobile Internet Computing Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 20 Do not remove source or attribution from any graphic or portion of graphic
  • 21. Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 21 Do not remove source or attribution from any graphic or portion of graphic
  • 22. From Content To Context • Location Based Services - Provision of exact, contextual info & services based on specific location Mobility & location will change how usersText here Your & advertisers interact Your Text here with the Web: • Real Time Marketing • Discount alert & real time recommendations from where & when it occurs Galit Fein’s work Copyright 2010 @STKI 22 Do not remove source or attribution from any graphic or portion of graphic
  • 23. Context Application: Zipcar Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 23 Do not remove source or attribution from any graphic or portion of graphic
  • 24. In Context :Transparent Price Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 24 Do not remove source or attribution from any graphic or portion of graphic
  • 25. Location-Based Social Networks through Mobile Real-time recommendations based on your current location using an app that aggregates info from real- time searches from social sites, local ads & “limited time” discounts on your Your Text here mobile Your Text here Galit Fein’s work Copyright 2010 @STKI 25 Do not remove source or attribution from any graphic or portion of graphic
  • 26. Augmented Reality Your hotel is only Historical sites 2 km away Your Text here Your Text here Beatles Tour: Ringo, Paul, John, George with YOU on Abbey Road Galit Fein’s work Copyright 2010 @STKI 26 Do not remove source or attribution from any graphic or portion of graphic
  • 27. Bank Leumi iCleumi – Augmented Reality Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 27
  • 28. Multi Channels Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 28
  • 29. Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 29
  • 30. One for each kind? Tablet Call Center Internet Smartphone Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 30
  • 31. Or one for each machine? PCs Mac Tablets Smart phones Cell phones Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 31
  • 32. How are we going to use them ? Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 32
  • 33. The Web is Dead Your Text here Your Text here Galit Fein’s work Copyright 2010 @STKI 33 Do not remove source or attribution from any graphic or portion of graphic
  • 34. Mobile website also changing Your mobile website should and Less like that: look more like that: Don’t look at mobile devices as an “extended PC” It is a totally different device that will offer added value that a PC doesn’t Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 34
  • 35. 3 Possible Mobile Models:  SMS • Easy, common in all devices, affordable • Catalyst to more banking actions via mobile  MobileYour Text here Downloadable Apps Your Text here • Rich user experience, ability to work offline  Mobile Internet • Familiar, supported by most Source: Mobile Marketing Association devices, UI is an issue Galit Fein’s work Copyright 2010 @STKI 35 Do not remove source or attribution from any graphic or portion of graphic
  • 36. To summarize… • Channel strategy will increasingly be considered a core competency of organizations  This also means that it CANNOT be outsourced • Engage and Influence: Clients are defining the ways in which they want to receive services from their providers • The challenge: address each channel differently, while establishing a single platform that can extend services to each of these channels (to enable cross-channel interactions, service levels etc.) Einat Shimoni’s work Copyright 2010 @STKI Do not remove source or attribution from any graphic or portion of graphic 36
  • 37. The End Thank you! Galit Fein Your Text here Your Text here Blog: www.galitfein.blogspot.com Twitter: GalitFein Galit Fein’s work Copyright 2010 @STKI 37 Do not remove source or attribution from any graphic or portion of graphic