Meeting respondents in their new "homes" of mobile phones and social networks - Globalpark (Mobile Research Conference 2011)

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It is important to integrate feedback opportunities into consumers’ preferred environments – that, more and more, start with online networks, social media and mobile devices. Hear of recent advancements and practical applications of new technologies to access and engage audiences through smartphone, Facebook and mobile web apps.

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Meeting respondents in their new "homes" of mobile phones and social networks - Globalpark (Mobile Research Conference 2011)

  1. 1. MEETING RESPONDENTS IN THEIR NEW “HOMES” Alex Osbaldeston, Radu Immenroth Mobile Research Conference, 17 April 2011, London1 Globalpark. Manage what matters.
  2. 2. MEGATRENDS: SOCIAL & MOBILE Complexity? Confusion? Opportunity?2 Globalpark. Manage what matters.
  3. 3. 1 MEGATREND: SOCIAL3 Globalpark. Manage what matters.
  4. 4. FACEBOOK POPULATION VS. COUNTRIES 660 Source: Techworldsz, 20114 Globalpark. Manage what matters.
  5. 5. 40% OF US FACEBOOK`S USERS ARE AGE 35+ Age 35+ Source: iStrategyLabs, 20105 22.04.2011 Globalpark. Manage what matters.
  6. 6. US USERS SPEND 3X MORE MINUTES ON BLOGS & SOCIAL NETWORKS THAN ON EMAIL 906 Source: Nielsen NetView, 20106 Globalpark. Manage what matters.
  7. 7. EMAIL USAGE IS ON THE DECLINE Source: Comscore, 20117 22.04.2011 Globalpark. Manage what matters.
  8. 8. 200 M AMERICANS ARE ON “DO NOT CALL LIST“ Source: FTC, 20108 Globalpark. Manage what matters.
  9. 9. 1 2 MEGATREND: MOBILE9 Globalpark. Manage what matters.
  10. 10. SOCIAL AND MOBILE ARE LINKED TOGETHER Social networking is accelerating growth of mobile …and vice versa10 Globalpark. Manage what matters.
  11. 11. Source: Flowtown, 2010a11 Globalpark. Manage what matters.
  12. 12. Source: Flowtown, 2010b12 Globalpark. Manage what matters.
  13. 13. THE RISE OF FACEBOOK MOBILE 2009 2011 250M users 660M users mobile 2X as active 65M 250M mobile mobile users users Source: Facebook, 2011, Techworldsz, 201113 Globalpark. Manage what matters.
  14. 14. PARADIGM CHANGE From „always on“ to „always in touch“ From recall to “moment of truth”14 Globalpark. Manage what matters.
  15. 15. MEGATRENDS: SOCIAL & MOBILE Complexity? Confusion? Opportunity!15 Globalpark. Manage what matters.
  16. 16. 1 2 3 SOCIAL INSIGHT CONNECT16 Globalpark. Manage what matters.
  17. 17. • Fictional company • Manufacturer of outdoor apparel and equipment17 Globalpark. Manage what matters.
  18. 18. 18 Globalpark. Manage what matters.
  19. 19. 19 Globalpark. Manage what matters.
  20. 20. 20 Globalpark. Manage what matters.
  21. 21. YOU DECIDE WHICH DATA WILL BE INTEGRATED21 Globalpark. Manage what matters.
  22. 22. APPEND FROM / ADD TO YOUR OWN DATABASE22 Globalpark. Manage what matters.
  23. 23. 23 Globalpark. Manage what matters.
  24. 24. 24 Globalpark. Manage what matters.
  25. 25. MEASURE KEY PERFORMANCE INDICATORS25 Globalpark. Manage what matters.
  26. 26. 26 Globalpark. Manage what matters.
  27. 27. FANS MANAGE INCENTIVES WITHIN FACEBOOK27 Globalpark. Manage what matters.
  28. 28. 28 Globalpark. Manage what matters.
  29. 29. COMPARING FANS WITH YOUR CORE TARGET Basic Target Group Facebook Fans Willingness to recommend Likability Purchase Intention Customer Lifetime Value Customer Satisfaction Category Spending Customer Profit Loyalty Difference illustrates the value of a Facebook fan29 Globalpark. Manage what matters.
  30. 30. 30 Globalpark. Manage what matters.
  31. 31. 1 2 3 4 MOBILE CHANNEL31 Globalpark. Manage what matters.
  32. 32. SMARTPHONES32 Globalpark. Manage what matters.
  33. 33. SMARTPHONES33 Globalpark. Manage what matters.
  34. 34. EXAMPLE: TICKBOX34 Globalpark. Manage what matters.
  35. 35. MOBILE MARKET IS HIGHLY FRAGMENTED Don„t forget non-smartphones!35 Globalpark. Manage what matters.
  36. 36. NON-SMARTPHONES: SMS + MOBILE WEBSITE36 Globalpark. Manage what matters.
  37. 37. MEGATRENDS: SOCIAL & MOBILE Face Complexity! Accept Confusion! Take Opportunity!37 Globalpark. Manage what matters.
  38. 38. THANK YOU! ANY QUESTIONS?38 Globalpark. Manage what matters.
  39. 39. REFERENCES • Facebook, 2011. Available [online] at: http://www.facebook.com/press/info.php?statistics [Accessed 18 April 2011]. • Flowtown, 2010a. Available [online] at http://www.flowtown.com/blog/rise-of-facebook-mobile [Accessed 18 April 2011]. • Flowtown, 2010b. Available [online] at http://www.flowtown.com/blog/how-important-are-apps [Accessed 18 April 2011]. • iStrategyLabs, 2010. Available [online] at http://www.istrategylabs.com/2010/01/facebook- demographics-and-statistics-report-2010-145-growth-in-1-year/ [Accessed 18 April 2011]. • Techworldsz, 2011. Available [online] at http://techworldsz.blogspot.com/2011/04/facebook-users- statistics-total-number.html [Accessed 18 April 2011]. • Nielsen NetView, 2010. Available [online] at http://blog.nielsen.com/nielsenwire/online_mobile/what- americans-do-online-social-media-and-games-dominate-activity/ [Accessed 18 April 2011]. • Comscore, 2011. Available [online] at http://www.dreamgrow.com/tag/comscore/#axzz1KGZHUbGJ [Accessed 18 April 2011]. • FTC, 2010. Available [online] at http://www.ftc.gov/opa/2010/07/dnc.shtm [Accessed 18 April 2011].39 Globalpark. Manage what matters.

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