Integration of digital, social and mobile! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!
Integration of digital, social and mobile! 06.29.2010 | P2
The As the web has become both more social and more mobile, it hasConvergence of become almost impossible to separate out digital, social andDigital, Mobile mobile. and Social! Dotcom era! Search era! Social era! ! ! !Owned media! § Brochure § Interactive § Social ! websites websites ! platforms (People)! (Information)! (Forms)! § Social ads onPaid media! § Display ads on § Search ads on Facebook/ Yahoo!! Google! LinkedIn/ Twitter! ! § Interactions onEarned media! § Mentions in § Mentions on Facebook/ online media! blogs! LinkedIn/ Twitter! ! ! ! ! ! ! ! ! ! !
TheConvergence of The convergence of digital, mobile and social is critical in AsiaDigital, Mobile because mobile phones are the primary device for web access in most Asian markets (all ﬁgures in millions).! and Social in Asia! What if 790m Last PC-ﬁrst mobile phone internet market owners go in the world!! online via 3G!! 900 ! 879 ! 791 ! Worldʼs most More 800 ! 700 ! advanced Facebook 600 ! mobile web users than PC 500 ! 457 ! market!! internet users!! 400 ! 305 ! 286 ! 300 ! 214 ! 220 ! 200 ! 100 ! 116 9980 ! ! ! 70 ! 40 ! 493935 ! ! ! 3430 ! ! 100 ! - ! China! India! Japan! South Indonesia! USA! Korea! Mobile! Internet! Mobile Internet!
The Both social platforms (Facebook, Twitter, LinkedIn) and mobileConvergence of platforms (iPhone, Android, Blackberry) have open applicationDigital, Mobile ecosystems, leading to an integrated experience.! and Social! Social web! Integrated experience! Mobile web! Mobile apps! Open application ecosystems!
TheConvergence of In China, the main social platforms Tencent (QQ), Sina and RenrenDigital, Mobile are also moving towards open application ecosystems, leading to a comparable integrated experience.! and Social in China! Social web! Integrated experience! Mobile web! Mobile apps! Open application ecosystems!
TheConvergence of In China, popular social platforms Sina Weibo, RenRen, Qzone andDigital, Mobile Youku all have popular iPhone apps.! and Social in China! Source: Sina Weibo, RenRen, Qzone, Youku!
TheConvergence of In India, popular social platforms Ibibo has a iPhone app. RockeTalk,Digital, Mobile SMSGupShup and Mig33 are popular mobile social networking platforms.! and Social in India! Source: Mig33, SMSGupShup, RockeTalk, Ibibo!
Case study: Nike+ !• Nike+ is a good example of the convergence of digital, mobile and social.!• The Nike+ iPhone app tracks running data using a sensor and syncs it with the Nike+ community.!• Nike+ members can track their own progress against goals, participate in challenges with others and share their runs on Facebook and Twitter.!• Nike+ members have run 375 million miles.! Source: Nike+, Nike+ ad!
How to scale real time plus face time?! 06.29.2010 | P10
The rise of real time! Activity streams! Notiﬁcations and alerts! Search and Always-on subscribe! mobile apps!
Real-time plus face-time! Follow activity Search or stream online! discover online! Plan to meet up Meet up ofﬂine! online!
Decoding real- time plus face- time! Strengthen ! relationships! § Text or video § Meetups! chatting! § Flash mobs!Synchronous! § Live video streaming! § Activity streams! § Checking in! § Push notiﬁcations! § Calendar sharing!Asynchronous! Sustain ! Online! Ofﬂine! relationships!
MSLGROUPʼs social media offering! 06.29.2010 | P15
MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations
MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Distill actionable insights and • Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF Peoples VERITE measurement Lab approach.! approach.! ! • Discover a shared purpose • Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! • Create platforms and programs to organize and • Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!
MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Design and develop private or • Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! • Leverage on-site and off-site • Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! • Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!
MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Build long-term relationships • Track and participate in with key online inﬂuencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer inﬂuencer broader social web.! relationship management tool.! ! • Leverage targeted paid • Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! • Create triggers for community members to participate and act, on the community platforms owned by the brand.!
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