Ragan Mobile Revolution - Closing Keynote

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Hugh Jedwill, CEO of Mobile Anthem, dodges tornadoes at the Sprint HQ to give the closing keynote at the Ragan Mobile Revolution conference. He talks about the mobile journey using his travels around the world as a metaphor for what internal/external communicators will be going through. He also talks about the Test and Learn concept used at Procter & Gamble to vet new ideas and how he used it on their first mobile-integrated campaign for Venus.

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Ragan Mobile Revolution - Closing Keynote

  1. 1. The Mobile Revolution Conference"Test and Learn" MobileThe Procter & Gamble Model extended to MobileMay 25, 2011 tweeting guide: @mobilebranding #raganmobile
  2. 2. @mobilebranding #raganmobileOverview Background Mobile’s True Power Importance of Behaviors P&G’s Test & Learn Model T&L Venus & Mobile T&L Sara Lee & P&G WOM Conclusion
  3. 3. @mobilebranding #raganmobileBackground
  4. 4. @mobilebranding #raganmobileMobile Promise - McD’s 2011
  5. 5. @mobilebranding #raganmobileMobile Promise - McD’s 1996
  6. 6. @mobilebranding #raganmobileBackground: Mass Marketing Moments 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US +5 yrs, 2010 - Foursquare “greed is good”
  7. 7. @mobilebranding #raganmobileThe Journey Destination Planned stops Unplanned excursions Emotional - excitement, fear, hope Different at the end Journey vs. Destination
  8. 8. @mobilebranding #raganmobile The Journey: Presenter - Building Brands22 in 10
  9. 9. @mobilebranding #raganmobileThe Journey: Presenter - Building Brands
  10. 10. Internal coordinationLatest news in resistanceInternational relations#Libyana
  11. 11. Internal communicationsLatest news in companyExternal relations#yourhashtag
  12. 12. Life
  13. 13. Behaviors
  14. 14. @mobilebranding #raganmobile Behaviors: 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone1. Tomi Ahonen, Almanac 2010
  15. 15. @mobilebranding #raganmobileBehaviors: What Do Consumers Want?0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-SeekingDRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORKAND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
  16. 16. @mobilebranding #raganmobile Behaviors: Motivated by Mobility: 39% Positive attitude... 8 and improving 8 Hard to give up mobile... and getting harder to 7 9 Segmentation: Digital Collaborators 8% 7 Ambivalent Networkers 7% Media Movers 7% Roving Nodes 9% Digital Collab Mobile Newbies 8% Ambiv Networkers Media Movers Roving Nodes Mobile Newbies1. Pew Internet & American Life Project, The Mobile Difference, March 2009
  17. 17. @mobilebranding #raganmobile OK with Stationary: 61% No mobile pull 13 Technology plateau 14 Segmentation: Desktop Veterans 13% Drifting Surfers 14% 10 14 Information Encumbered 10% Tech Indifferent 10% 10 Off the Network 14% Desktop Veterans Drifting Surfers Info Encumbered Tech Indiff Off Network1. Pew Internet & American Life Project, The Mobile Difference, March 2009
  18. 18. @mobilebranding #raganmobileBehaviors: Who is Really OK with Stationary?
  19. 19. @mobilebranding #raganmobileBackground: The Three Blind Men & The Elephant
  20. 20. @mobilebranding #raganmobileP&G’s Test & Learn Model
  21. 21. @mobilebranding #raganmobileTest & Learn: The Strategy Creates Innovation Reduces Risk Verifies Stats Freshens Image Builds Organization Capability Must be % of Budget
  22. 22. @mobilebranding #raganmobileTest & Learn: The Setup Identify Problem/Need Align to Business Objective Model the Metric - old/new Find/teach the partner Execute & Measure Learn
  23. 23. @mobilebranding #raganmobileT&L Example: Gillette Man Cave
  24. 24. @mobilebranding #raganmobileThe Setup: Venus & Mobile
  25. 25. @mobilebranding #raganmobile Setup: Mobile Youth Generation Y is mobile, 76-83M1 1800 2nd determiner of teen social status Calls 8.6 average age of first mobile use2 1350 Texts 41% can text blindfolded 900 50% open to marketing through phone 450 79% have mobile phones 0 <12 13-17 18-24 25-34 35-44 3,339 texts per month Q2 ‘08 avg/mn21 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08
  26. 26. @mobilebranding #raganmobileSetup: The Target
  27. 27. @mobilebranding #raganmobileThe Test: VenusBeach
  28. 28. @mobilebranding #raganmobileThe Test: Summary Gillette Venus Spring Break Campaign ‘06 • Problem: Brand awareness for Venus dropped for college-aged females • Solution: Integrated Campaign including Mobile, Internet, Print, Experiential, TV, and Sampling • Results: Drove trial with X.XM women and millions of impressions Won the Silver Promo Marketing Award for Experience Photo Anthem™ Textual Flirting™VenusBeach Mobile game
  29. 29. @mobilebranding #raganmobileThe Test: Campaign Integration
  30. 30. @mobilebranding #raganmobileThe Test: Campaign Integration
  31. 31. @mobilebranding #raganmobileThe Test: The Oasis
  32. 32. @mobilebranding #raganmobileTest Test: Premiums (83k) Venus Tattoos Venus Tanks Venus Beach TowelsVenus Shower Radios Yoga Mats Venus Emory Boards Venus Ice-Masks
  33. 33. @mobilebranding #raganmobileThe Test: Signage HISS Large BannersLa Vela Beach Stage Banner Internet Café Door Wrap Entrance Pole Wraps Elevator WrapsPool Bottom Graphic
  34. 34. @mobilebranding #raganmobileThe Test: Mobile Game (before)
  35. 35. @mobilebranding #raganmobileThe Test: Mobile Game (before)
  36. 36. @mobilebranding #raganmobileThe Test: Textual Fling (during)
  37. 37. @mobilebranding #raganmobileThe Test: Textual Fling
  38. 38. @mobilebranding #raganmobileThe Test: Textual Fling
  39. 39. @mobilebranding #raganmobileThe Test: Textual Fling
  40. 40. @mobilebranding #raganmobileThe Test: Textual Fling
  41. 41. @mobilebranding #raganmobileThe Test: Textual Fling
  42. 42. @mobilebranding #raganmobileThe Test: Textual Fling
  43. 43. @mobilebranding #raganmobileThe Test: Textual Fling
  44. 44. @mobilebranding #raganmobileThe Test: mPictures (after)
  45. 45. @mobilebranding #raganmobileThe Test: mPictures (4,500)
  46. 46. @mobilebranding #raganmobileThe Learn: VenusBeach Mobile game did not work Textual Flirting required practice mPictures exceeded expectation Needed a plan for numbers acquired Mobile campaign was a natural extension
  47. 47. @mobilebranding #raganmobile TV PRINT RadioOOH Internet MOBILE PR In-Store On- Events pack
  48. 48. @mobilebranding #raganmobile TV PRINT RadioOOH Internet MOBILE PR In-Store On- Events pack
  49. 49. @mobilebranding #raganmobile TV PRINT RadioOOH Internet MOBILE PR In-Store On- Events pack
  50. 50. @mobilebranding #raganmobileTest & Learn Translated
  51. 51. @mobilebranding #raganmobile
  52. 52. @mobilebranding #raganmobile
  53. 53. @mobilebranding #raganmobile
  54. 54. @mobilebranding #raganmobile
  55. 55. @mobilebranding #raganmobile
  56. 56. @mobilebranding #raganmobileState Fair Dream Home promotion Problem: drive awareness for promotion Solution: mobile text/web campaign reminding people to play promotion Results: drove over XX% from text to mWeb Learned: repeated actions drive behavior
  57. 57. @mobilebranding #raganmobileP&G’s Tremor In uencer Network
  58. 58. @mobilebranding #raganmobileTexting to mVideo: P&G’s Tremor
  59. 59. @mobilebranding #raganmobileTexting to mVideo: P&G’s Tremor
  60. 60. @mobilebranding #raganmobileP&G’s Tremor Mobile Engagement Problem: Drive viewership; Extend Tremor influence beyond online Solution: • Email sign-up for mobile alerts • mWeb • Text refer-a-friend The Learn: • Viral is hit-n-miss • Moms are on smartphones • Mobile video engages
  61. 61. @mobilebranding #raganmobile LEGEND Inverse Law of Mobile Color refers to hype RED = overhyped GREEN = underhypedBlow Size = consumer potentialYour Aug-Mind mented RealityQuality of Interaction Apps mWeb 2D mVideo Codes LBS MMS IVR SMSYawn 0% Market Reach 100%
  62. 62. @mobilebranding #raganmobileIn Conclusion
  63. 63. @mobilebranding #raganmobileConclusionsMobile impacts lifeUnderstanding behaviors crucialLower the stakes using test & learnFast adopt the winning executionsRepeat Test & Learn, then Scale
  64. 64. THANK YOU! Hugh Park Jedwill CEO/Founder Mobile AnthemText “anthem” to 41411 for presentation @mobilebrandinghugh@mobileanthem.com 312.912.2837 (m)

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