In today’s episode…1. How social is going mobile2. What mobile adds to social3. How to pick and choose tactics dependent on yourobjectives4. Case studies where people are doing it right, with mobiletaking the lead
WE HAVE MANY TARGETING VARIABLE TO PLAY WITHSOCIALLikes & InterestsFriendConnectionsActivity (e.g.check-ins)IntentPERSONALCity / State / ZipBirthdayEducationWorkplaceRelationship StatusDEMOGRAPHICAgeGenderDeviceOSLocationWi-Fi / 3GCUSTOM AUDIENCEEmail addressesPhone numbersFacebook user IDs
OPTIMISE ON DATA FOR MAXIMUM EFFECTExample testingmatrix – 9iterationsSignificance testing to establishvolume required for 95% confidence.
FURTHER ANALYSIS MEANS THAT WE IDENTIFYBEST PERFORMING COMBINATIONS As WELLCHAID analysis
CURRENT M&C SAATCHI CLIENT - CONVERSION• Ran on Facebook to promoteinstall of free application• Tues & Wed best CPD• ‘Free’ biggest differentiator incopy• Female imagery works best• CPI lower for females• Brand name showed strongresponse in copyLearnings have shaped other areas ofmobile strategy outside of social media
H&M - AWARENESS• Competition to win a $1,000H&M gift card and other prizesusing Instragram• Consumers enter by taking apicture of the statue using theInstagram mobile applicationwith the hashtag #HMBeckham
ADIDAS SOUTH AFRICA - AWARENESS• Drive awareness of Adidas andbuild the Mxit community• Splash screen pushed to appwhere they could upload their‘game face’ to win trainingsession with LA Lakersbasketball team• 80,582 subscribers• 7,208 qualified entries
Wendys – AWARENESS & CONSIDERATION• #twEATfor1k competition• Chance to win $1,000 a day fortweeting image of Flatbread• Consumers can learn moreabout the new sandwich andview entries via mobileoptimised site
DOMINOS TWEET TREAT-AWARENESS & CONVERSION• Dominos reduced the price ofthe star pizza today accordingto how may people tweeted intime for lunch• For every tweet sent, aminimum of £0.01 would beknocked off the price• Offer only available to those whotweeted
TWELP FORCE - SERVICE• Knowledge of staff was confinedto stores• 24/7 service to providetechnical help to whoeverwanted it• 2000 employees• Answered 1000s of tweets• Reduced customer complaintsby 20% in first year
CONSIDER ALL STAGES FOR MAXIMUM IMPACTOverall• What context can mobile add?• What can you amplify using social?Awareness• What is your hook?• Who is the most receptive to yourmessage?Opinion / Consideration / Preference• What does a high quality engagementlook like?Purchase• What does the full purchase funnel looklike?• What conversions turn into long termhigh value customers?Service• What is missing from the customerexperience?• What can new platforms add?