Jonathan Dunn - Talking You Down from the Bleeding Edge

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  • ‘ Party lines’ Telephone for the community Gossip, news travels fast Intimate, unintended knowledge of your neighbours Very local, but largely impersonal (image)
  • ‘ Party line’ community of interest Chat forums Sleazy, sleazy “ Moe” Simpsons party line image/Beevis& Butthead
  • Every home got a phone Leading to every person having a phone 80% penetration in Canada (still lagging Europe/Asia, but certainly a critical mass) Mobile = personal Feature set of a feature phone
  • Advanced feature set of a smartphone
  • Mobile empowers Multiple ways to connect; multiple ways to consume information Voice, SMS, Web, Camera, Video, applications Only becoming more sophisticated
  • I’m as bullish as anyone on AR, but its still a way off from being a viable tool for most consumers/brands/communities How useful will it be when we can insert personal information into the AR environment; what about brands etc with click to call, links to web, push offers, invitations to connect, integrations with soc networks. “ Social augmented reality”
  • Mobile social networks launch Google Latitude, Brightkite, etc… Great for finding people, sharing location-specific info; many are good at integrating into other phone features Good for discovering new people, places, but challenge for extending existing personal network…gotta have the people there
  • That’s why mobile versions of existing social environments are so popular. FB, Myspace among top downloads Twitterberry, Tweetie, Tweetdeck other iPhone apps Take existing network with you, build on what you already have
  • People use mobile for staying connected to their network…it allows us to do what we already do no matter where we are… Always on, always with.
  • volume of SMS messages sent in 2008 broke 20 billion. This is up from just north of 10 billion in 2007, which is up from about 4.3 billion in 2006 and about 2.1 billion in 2005. We are already on pace in 2009 to again double volume to 40 billion SMS messages.
  • Becoming more sophisticated and deeply engrained in how people interact with their world
  • Earn that ‘share of mobile’ Bridge to further education, research for potential users What you can now do with that info…
  • Starbucks Twitpic campaign Flash mobs (Molson, Nike)
  • Zoompass may not be enterprise ready yet, but the service has tremendous scope to succeed in this arena. text to screen at events
  • Jonathan Dunn - Talking You Down from the Bleeding Edge

    1. 1. “ Talking You Down From the Bleeding Edge: Making Mobile Work for All Communities Jonathan Dunn @JCDUNN [email_address]
    2. 2. Hello, Operator? Image credit: http://www.flickr.com/photos/robertlz/
    3. 3. Who’s Coming To the Party?
    4. 4. Everyone’s Got One of These
    5. 5. And some of us have these….
    6. 6. Mobile Connects http://www.flickr.com/photos/erlingsi/3591256069/ Multiple ways to connect; multiple ways to consume information
    7. 7. Mobile Empowers “ There’s an app for that” http://www.flickr.com/photos/vietninjaxtc/3452437170/
    8. 8. Mobile is… <ul><li>a powerful tool for identifying , navigating , connecting to and interacting with the world around us </li></ul>http://www.flickr.com/photos/sooey/3633115048/
    9. 9. Augmented Reality http://www.flickr.com/photos/antjeverena/3327157278/ As a brand using AR, wouldn’t you like: click to call, links to web, push offers, invitations to connect, integrations with social networks?
    10. 10. Augmented ‘Connectivity’ What happens when we can insert personal information into the AR environment?
    11. 11. Mobile Social Networks
    12. 12. Social Networks Made Mobile Take existing network with you, build on what you already have
    13. 13. Mobile Extends
    14. 14. Mobile For Everyone <ul><li>But if that’s the bleeding edge, what about the lowest common denominator? </li></ul>http://www.flickr.com/photos/kamshots/193501258/
    15. 15. Spreading the Word SMS has reach & responsiveness
    16. 16. Spreading the Word <ul><li>News organizations using mobile to gather ‘real time’ from the scene reporting. </li></ul><ul><li>Tweets, email, text, picture, video can all be sent via mobile. </li></ul><ul><li>The Good/The Bad: Barak Obama spreading speech content via SMS. </li></ul><ul><li>During Iran protests, SMS network shut down. </li></ul>
    17. 17. Always Remember… <ul><li>… mobile is both a set of communication/content tools AND an extension of a real person ‘out in the world’ </li></ul>http://www.flickr.com/photos/fluidforms/3524861901/
    18. 18. What Do Real People Like? <ul><li>Simplification – make things easier </li></ul><ul><li>Value – benefits to me </li></ul><ul><li>Stimulation – filling in downtime </li></ul><ul><li>Involvement – participation, sense of belonging </li></ul>http://www.flickr.com/photos/imagesbywestfall http://www.flickr.com/photos/cosmickitty/ http://www.flickr.com/photos/dongkwan/ http://www.flickr.com/photos/eelssej_/
    19. 19. Your Framework <ul><li>Consider both what tactics are right for your audience and what you can do with them </li></ul><ul><ul><li>Aid in documenting and sharing </li></ul></ul><ul><ul><li>Aid in discovering opportunities </li></ul></ul><ul><ul><li>Aid in facilitating connections </li></ul></ul><ul><ul><li>Ensuring you have optimized content </li></ul></ul>
    20. 20. Why Mobile Now <ul><li>Highly personal, direct channel </li></ul><ul><li>Key is getting audience used to engaging with you via mobile </li></ul><ul><li>As technology and applications evolve you’ll have conditioned stakeholders to viewing mobile as a content/connection channel </li></ul>
    21. 21. Where Mobile Makes Sense <ul><ul><li>In media outreach to acquire and inform </li></ul></ul><ul><ul><li>At events to engage and document </li></ul></ul><ul><ul><li>To drive action and solicit response </li></ul></ul>http://www.flickr.com/photos/n0seblunt/3408501616/
    22. 22. Acquisition
    23. 23. Information
    24. 24. “ Listen To Me”
    25. 25. Engagement <ul><li>For brands it’s about purchase consideration </li></ul><ul><ul><li>Product alerts </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Product matching/comparison shopping (image recognition </li></ul></ul><ul><ul><li>LBS services </li></ul></ul><ul><ul><li>mobile commerce </li></ul></ul>
    26. 26. Engagement <ul><ul><li>Micropayments, donation </li></ul></ul><ul><ul><li>Action tips, inspiration </li></ul></ul><ul><ul><li>(SMS, IVR) </li></ul></ul><ul><ul><li>Capture content – picture uploads, QIK video streaming </li></ul></ul>
    27. 27. How To Engage Mobile Web Sign up Volunteer Opportunities to Your Phone
    28. 28. What’s Standing In The Way? <ul><ul><li>Mobile websites can be easily/cheaply built but significant costs for app development </li></ul></ul><ul><ul><li>Need for technical partners for shortcode/SMS activations </li></ul></ul><ul><ul><li>Nuts & Bolts of integrating streamed/submitted content through to other platforms </li></ul></ul>
    29. 29. Getting Started... <ul><ul><li>Understand your audience and how they use mobile </li></ul></ul><ul><ul><li>Build a mobile list </li></ul></ul><ul><ul><li>Launch a mobile website </li></ul></ul><ul><ul><li>Build an app if you’ve got the technical chops and budget (or someone willing to do it for you) </li></ul></ul><ul><ul><li>Optimize your existing content (i.e. newsletters) </li></ul></ul>
    30. 30. <ul><li>Thank You! </li></ul><ul><li>Jonathan Dunn </li></ul><ul><li>@JCDUNN </li></ul><ul><li>[email_address] </li></ul>

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