Social gone mobile presentation (2)
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Social gone mobile presentation (2)

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  • 67.66 percent of Facebook’s total user base now accesses the service from a mobile device
  • There are 6 stages of the purchase funnel, including a ‘loyalty loop’. At each stage the number of people who pass to the next stage shows some wastage. In order to increase purchase, we need to reduce wastage by ensuring the most amount of consumers pass to the next stage.They are defined as the following:AwarenessBeing made aware that the product existsOpinionHaving an opinion about the productConsiderationConsidering the product as a choice in a purchase decisionPreferencePreferring the product over the competitionPurchasePurchasing the productAdvocateHaving a good experience and sharing with othersMobile is at every stage of the funnel and should be a consideration not matter where the consumer is in the purchase funnel. For instance:31% of UK smartphone users have made a purchase on their smartphone39% of UK users researched on a smartphone and then made a purchase via computer (Google and Ipsos. “Our Mobile Planet UK: Understanding the Mobile Consumer”. May 2012)
  • There are 6 stages of the purchase funnel, including a ‘loyalty loop’. At each stage the number of people who pass to the next stage shows some wastage. In order to increase purchase, we need to reduce wastage by ensuring the most amount of consumers pass to the next stage.They are defined as the following:AwarenessBeing made aware that the product existsOpinionHaving an opinion about the productConsiderationConsidering the product as a choice in a purchase decisionPreferencePreferring the product over the competitionPurchasePurchasing the productAdvocateHaving a good experience and sharing with othersMobile is at every stage of the funnel and should be a consideration not matter where the consumer is in the purchase funnel. For instance:31% of UK smartphone users have made a purchase on their smartphone39% of UK users researched on a smartphone and then made a purchase via computer (Google and Ipsos. “Our Mobile Planet UK: Understanding the Mobile Consumer”. May 2012)
  • http://www.businessinsider.com/this-chart-shows-just-how-effective-facebooks-mobile-app-install-ads-are-2013-5
  • Edge rank, decides what appears
  • Increase content consumption / interaction / engagment

Social gone mobile presentation (2) Social gone mobile presentation (2) Presentation Transcript

  • MOBILE MASTERCLASS#SOCIALGONEMOBILE@mcsaatchimobile
  • • The worlds largest specialist mobilemarketing agency• Access to M&C Saatchi’s resources• Over 85 full-time mobile experts• Multi-award winningFull servicespecialistmobile agency
  • global reach =localised knowledge
  • 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
  • SOCIAL WENT MOBILE LAST YEAR
  • Many now mobile-only189 million only access Facebook via mobile83102126157189020406080100120140160180200Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013Millions ofmobile onlymonthly activeusersSource: Facebook Q1 2013 Earnings Call
  • Mobile PC751million349millionSource: Facebook Q1 2013 Earnings CallIT IS A MOBILE BUSINESSMONTHLY ACTIVE USERS
  • If Facebook was a country,it would be the third largestgloballySource: Wikipedia
  • If Facebook MOBILE was acountry, it would be the SIXTHlargest globallySource: Wikipedia
  • Mobile accounted for 30% ofFacebook’s total ad revenue inQ1 2013Source: Facebook Q1 2013 Earnings Call
  • IT WAS Built for mobileSource: Wikipedia
  • Mobile adverts will accountfor half of Twitter’s adrevenue this yearThis figure will increase to 60% of the company’s ad revenue by 2015Source: eMarketer
  • TAKING A GLOBAL VIEW
  • IT’s NOT ALL FACEBOOK AND TWITTERSource: Alexa Credits: Vincenzo Cosenza
  • OPERATING PLATFORMS VERY DIFFERENTSource: Mxit
  • TOP DEVICES LOOK VERY PRIMATIVETO WESTERN MARKETERsSource: Mxit
  • BUT THE ADVERTISER OPPORTUNITIES ARE STILL THERESource: 2go
  • MOBILE = SOCIAL+
  • SOCIAL IS MOBILE BY PERSONALITY‘The Lover’ ‘The Wizard’Source: Meet the Screens, Microsoft 2013
  • MOBILE ADDS A UNIQUE ELEMENT - CONTEXTLocation Device OS Version Wi-Fi/3G
  • IT IS PARTICULARLY STRONGFOR MOBILE FIRST BRANDS
  • Our approachtargeting & OPTIMISATION
  • 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
  • THE SOCIAL FUNNEL
  • AwarenessOpinionConsiderationPreferencePURCHASEADVOCATEMobile is available at everystage of the purchase funnel..
  • AwarenessOpinionConsiderationPreferencePURCHASEADVOCATE..AND SO IS SOCIAL
  • NOT ALL Multi-TASKING IS CREATED EQUALContent Grazing Spider-WebbingSocial Spider-Webbing QuantumSource: Cross-Screen Engagement 2013, Microsoft
  • An increasing component ofsuccessful campaignsSource: Warc
  • AWARENESS
  • THE AIM IS TO BE A VIRAL SENSATION1. Get reach2. Encourage sharing3. Amplify Campaign
  • Broad targeting and mobile destinationsTargeting• Demographic• Interest• New or existing fans (newcontent)Destinations• Fan page• Mobile web• App page
  • Quality content distributionAd formats• Splash screens• Image/text banners• Video• ‘Like’ ads• In page posts• Sponsored stories• Promoted trends /accountsMechanics• Incentives• Highly engaging / viralcontent (topical)
  • SOFTER METRICS GENERALLY USEDMetrics• Views / impressions• Likes• Reposts / re-tweets /shares
  • EXAMPLEsFacebook pagepostsTwitterSponsored tweetsMxit splashscreens
  • OPINION / CONSIDERATION / PREFERENCE
  • AIM FOR POSITIVE LONG TERM INTERACTION1. Engage current and futurecustomers2. Convert opinion
  • TIGHT targeting and mobile CONTENTTargeting• Demographic• Key influencers (most likely/ greatest influence)• RetargetingDestinations• Fan page• Mobile web• App page• Feeds / articles
  • DEEPER ADS AND INTERACTIONSAd formats• Question ads• Events ads• Sponsored searchMechanics• Product sampling• Polls & questions• ‘Hangouts’ and livechat• UGC• Engaging & exclusivecontent• Direct engagement /monitoring
  • Measurement IS BASED ON OPINION AND INTENTMetrics• Repeat views• Comments• ‘Attending’ responses• Conversations• Uploads• Channel size (active fansratio)
  • EXAMPLEsFacebook question& events adsYouTubeChannel
  • PURCHASE
  • THE AIM IS TO DRIVE ACTION1. Sign-ups2. Purchases3. Installs
  • PIN POINT targeting and mobile TRANSACTIONTargeting• Demographic• Retargeting (customerlookalike audiences)Destinations• Mobile web• App page
  • OFTEN PURE Direct RESPONSEAd formats• App install ads• Offer ads• Image/text banners• Link ads• Sponsored searchMechanics• Push to store• Push to download• (Post after purchase /download)
  • Measurement IS DEFINITITIVE, BUT THEFULL PICTURE MIGHT NOT BEMetrics• Installs• Purchases
  • EXAMPLEsFacebook app installand offer adsFacebooksponsored Search
  • SERVICE
  • THE MEDIUM BETWEEN THE CONSUMER AND BRAND1. Provide a link betweenbrand and consumer2. Nurture the consumerrelationship
  • SPEAK TO CONSUMERS IN THEIR ENVIRONMENTTargeting• Existing users• Fans• Potential customersDestinations• Social platform
  • IT’s ABOUT DISCOVERY AND NURTUREAd formats• SEO / SEMMechanics• Community building• Community management• Incentives• Forums• Rich media response(video / images)
  • COMMUNITY MEASUREMENT, BUT ULTIMATELY COSTMetrics• Size of community• Activity• Positive responses• Cost reduction• Customer satisfaction
  • CASE STUDIES
  • 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
  • SUMMARY
  • 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?
  • QUESTIONS?