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DMC 2013. Brian Wong. Чего хотят пользователи, или новая парадигма вовлечения
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DMC 2013. Brian Wong. Чего хотят пользователи, или новая парадигма вовлечения

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Чего хотят пользователи, или новая парадигма вовлечения. …

Чего хотят пользователи, или новая парадигма вовлечения.

Автор: Brian Wong, Founder, CEO Kiip

Published in: Marketing, Technology, Business
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  • 1. C AU G H T U P I N T H E M O M E N T
  • 2. This is a story about moments. It starts with a moment of inspiration.
  • 3. Moments, abused.
  • 4. Acknowledgment and reciprocity was the key.
  • 5. Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)
  • 6. Our evolution: what other moments were in a consumer’s day?
  • 7. Soon, we found moments everywhere. 510 million of them per month. 1,500 apps integrated. 75 million devices each month. 39 million rewards delivered per month.
  • 8. COUPONS CREDITS VIRTUAL CURRENCY INFLUENCER REWARDS ACCESS BRANDED TIPS EXCLUSIVE CONTENT FEATURES EXTERNAL POINTS It wasn’t just about a reward. It was about feeling acknowledged.
  • 9. Your Reward from Dannon A Reward from Campbells April 26, 2013, 12:44 PM KIIP REWARDS Terms & Privacy Here’s a reward for Unlocking an Achievement Enter your email Here’s a reward for Unlocking an Achievement
  • 10. 10.5% of those shown a reward claim it with an e-mail.
  • 11. Advertising + Loyalty
  • 12. 23,454   have completed a to-do list. 6,545   women have logged a run. 34   moms have bookmarked a recipe in Moscow. !
  • 13. Why moments? !
  • 14. “ Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment.
 - Adam Bain, CRO, Twitter
  • 15. Mobile SearchdriveS converSionS MoMentS UnderStanding how Mobile Mobile search is always on, happening on the go, at home and at work 77% of mobile searches occur at home or work; 17% on the go Mobile Search Ads Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses 3 of 4 mobile searches trigger follow-up actions 36% 25% Actions triggered by mobile search also happen very quickly 55% of conversions (store visit, phone call or purchase) happening within an hour On average, each mobile search triggers
  • 16. MORNING LOGGED workout FINISHES to-do list G TE NI N RN REVIEWS new recipe AF EVE WATCHES new show OO N ACHIEVES high score MAKES playlist Mobile is a series of moments.
  • 17. We live in moments. We consume in moments. We want things now.
  • 18. PMT Precision Moments Targeting by Kiip TE G HISTORICAL REDEMPTION RE-REWARDING AF NI N RN EVE OO N MORNING UNIQUE INSIGHTS DEFINING MOMENTS TO OWN TIMELINESS TIME-OF-DAY, MINDSET, FREQUENCY Native not only in UX, but in the moment itself. V V
  • 19. Understanding and pinpointing emotion.
  • 20. Billions of moments, billions of opportunities to delight. A crisis in consumers’ mindsets.
  • 21. Media Conversion CRM/Loyalty Data Moments Social Content/Creative Doing more with the moment.
  • 22. Building loyalty in the moment.
  • 23. Moments off the device.
  • 24. Looking beyond: moments off the device. The right reward for the right moment.
  • 25. Doing it right. !
  • 26. Best Practice: Natural Moments
  • 27. Serendipity, surprise, delight, and respect.
  • 28. It’s about being human.
  • 29. SPORTS JFDI CELEBRATION COOKING PRODUCTIVIT Y WHAT’S YOUR MOMENT? DINING WINNING SOCIAL UNPARALLELED WINNING BEAUT Y GOALS CLUMSY
  • 30. brian@kiip.com twitter.com/brian_wong www.kiip.com

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