Mobile: An InterestingGround for Viral and Word of Mouth Marketing

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  • 1. BSI Mobile: An Interesting Ground for Viral and Word of Mouth Marketing Marketing 2.0 Conference, Paris 2008
  • 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • 3. Mobile : an interesting ground for Viral Marketing and WOM Cédric Giorgi Goojet - Marketing Manager « Speedy Chick » Cedric Giorgi IWOMC 2008
  • 4. The six first media Print Recordings Cinema Radio Television Internet Cedric Giorgi IWOMC 2008
  • 5. The 7th media } ? Cedric Giorgi IWOMC 2008
  • 6. The 7th media « Mobile can do everything that was done by the previous media, but it adds also six different unique benefits » Toni Mahonen 1. The first personal mass media 2. The first always carried media 3. The first always-on media 4. The first media with a built in payment mechanism 5. The first media always present at the point of creative impulse 6. The first media where the audience can be accurately identified Toni Mahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html Cedric Giorgi IWOMC 2008
  • 7. Word of Mouth (WOM) for the 7th media 1. The first personal mass media => WOM is a one to one relation, personalization matters. 2. The first always carried media => WOM is happening in an unpredictable manner. 3. The first always-on media => WOM is time-independant, or better, time relevant. 4. The first media with a built in payment mechanism => WOM Marketing is still marketing : objective is to sell. 5. The first media always present at the point of creative impulse => WOM needs also a sort of creative impulse to occur. 6. The first media where the audience can be accurately identified => WOM Marketing is marketing : measurement is key Cedric Giorgi IWOMC 2008
  • 8. Mobile 2.0 • SMS -> IM, mobile blogging • MMS -> Media sharing • Operator Portals -> Content Search and Discovery • Java Games -> Connected Applications • Presence & Push-To-Talk -> VOIP applications • WAP sites -> Web sites that adapt for mobile browsers • WAP push -> RSS readers • Wallpaper -> Idle screen applications • Location-based services -> Proximity and location-aware services By Daniel Appelquist, Vodafone => More User Generated Content => More connections between people => Information spread faster } More and easier WOM Cedric Giorgi IWOMC 2008
  • 9. Mobile Web : a bridge for WOM “Research shows 90% of WOM conversations occur face to face or by phone vs. only 7% online” Keller. • Mobile is in the middle of WOM conversations • Mobile Web creates a bridge between the online world and the offline one and facilitates the spreading of WOM conversations. • Most WOM conversations occur offline but lot of them start online or spread online. => Mobile Web : online conversations come in the pocket Cedric Giorgi IWOMC 2008
  • 10. Mobile WOM Examples • SMS : SMS was the first example of virality on the mobile. Why virality succeed ? SMS was easy-to-use, easy-to-understand and easy-to-spread. • Ringtones and wallpapers : the success of ringtones and wallpapers is mainly because of WOM : it can be compared, it can be shown creating a sort of challenge between people. • Twitter and Moblogging : With such new publication tools, people can quickly and easily spread interesting news happening offline to online contacts. • Price comparisons and mobile web : With the mobile web, people can have access to new information on their mobile, such as price comparisons, user review and opinions, changing the way they’re consuming. Cedric Giorgi IWOMC 2008
  • 11. Mobile Viral Marketing “Mobile viral marketing is a marketing communication or distribution concept that relies on consumers to transmit mobile viral content (products, services or ideas) using mobile communication techniques to other potential consumers in their social sphere and to animate these contacts to also transmit the mobile viral content.” Exploring the Concept of Mobile Viral Marketing through Case Study Research, Dietmar G. Wiedemann Cedric Giorgi IWOMC 2008
  • 12. Mobile Viral Marketing Characteristics Cedric Giorgi IWOMC 2008
  • 13. Mobile Viral Marketing Standard Types Motivated Evangelism : mobile communities, mobile applications Signaling use, Group membership : mobile payment, mobile messaging Targeted Recommendation : the send-to-friend option Awareness Creation & benefit signaling : mobile greeting cards, free SMS Cedric Giorgi IWOMC 2008
  • 14. Success factors in Mobile Viral Marketing  Perceived usefulness by recipient  Reward for communicator  Perceived ease of use  Free mobile viral content  Initial contacts  First mover’s advantage  Critical mass  Scalability Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach by Key Pousttchi and Dietmar G. Wiedemann Cedric Giorgi IWOMC 2008
  • 15. Mobile Viral Marketing Examples • Crickee, Zlango : mobile communication applications where both communicator and recipient are required to download the application. • MeYou : Gaming mobile social network where users are rewarded with credits for sending recommendations. • Coca-Cola : Mobile Social Network for Sprite targeting teenagers in China and the USA, giving free mobile content to users who provide on-product promotion codes • VISA : campaign to promote the new funny TV commercials, placed on mobile sites, where consumers are encouraged to forward. Another exemple of mobile video sharing : « Borat » movie. • BBC : « Collect and Share » application gives the users access to the first part of a collection of cool music content. To unlock the rest, the user must bluetooth the app to another user Cedric Giorgi IWOMC 2008
  • 16. Goojet An innovative approach to the web – mobile convergence A free B2C place, with premium and partners’ content VC backed : Partech International, Elaia Partners, IRDI Launching public version in June 2008 in Europe Access services through simple icons (Widgets) Share, collaborate, stay connected Event driven Design your mobile space Aggregate any service; and invent yours! Access the same space from PC or Mobile Cedric Giorgi IWOMC 2008
  • 17. Goojet: a multitude of services Cedric Giorgi IWOMC 2008
  • 18. Goojet: easy of use, easy of forward Cedric Giorgi IWOMC 2008
  • 19. Goojet’s Portal Use Cedric Giorgi IWOMC 2008
  • 20. Goojet’s Mobile UI Cedric Giorgi IWOMC 2008
  • 21. Goojet Viral Mechanisms Goojets’ sharing : on the web, Web or Mobile Application a simple drag and drop is Sharing : on their mobile, users needed to send a service to a can easily send a request to a friend or a group of friends, on contact inviting him to use the mobile, a simple clic in the Goojet (by MSISDN, email, or menu is required. by using the address book or the contact list) Space discovering and ranking : Goojet sharing for people can visite friends’ spaces application sharing : if a user and add services with a simple sends a goojet to a non-user, drag and drop or clic; a general this last can install the ranking of goojets is given to application with automatically challenge the users. the shared goojet inside. Cedric Giorgi IWOMC 2008
  • 22. Thank Y Cedric Giorgi IWOMC 2008