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The Future of Mobile: SoLoMoCo with Tim Reis

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Tim Reis of Google tells us how to get ready for the next big trends in marketing - social, local, mobile commerce: SoLoMoCo. …

Tim Reis of Google tells us how to get ready for the next big trends in marketing - social, local, mobile commerce: SoLoMoCo.

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  • Well.ca:100 app downloads in the first 3 hoursSold more Tide detergent in first day than entire previous month15% of well.ca’s purchases coming from mobile devices
  • Connect all your +1’s across the webBeforethe introduction of Pages, users were only able to recommend your individual web pages or ads. There was no way to recommend your brand as a whole. But today, we are beginning the process of centralizing all the recommendations -- which we call +1’s -- your business receives with Google. All your +1’s -- on your ads, search results, web pages, and Google+ Page - will be combined into one number. This mean that +1’s live beyond any one campaign. Your Page is an extension of your brand’s identity on the web. This allows you to extend the reach of your brand’s recommendations to all of the people come to Google everyday.
  • Bill Walton
  • How to get started Create your Page. Creating a page only takes a few minutes. Also, link your page to your site and campaigns.Next, share content that your followers will find valuable – hold Hangouts, create Circles. Finally, promote your Page by placing badges on your site and in your offline marketing by using “Circle us on Google+”
  • sitelinks - change to yellow - they are running on all the mobile brand campaigns, just not on the non-brandsplit out click to call and call metrics - CTC should be green and call metrics redclick to download - should stay red, but note that they don't have an app yetadequate budget - stays red...in Q3, 70% of their lost impression share was due to budgettablet only - change to yellow - these live in the main savings and checking (when it's on) accounts but should be expanded
  • The reaction to Google+ speaks to the need people have for a new way of sharingMillion of people joined within the first few days, making Google+ the fastest growing social networkWe’re excited, but this is still early days.

Transcript

  • 1. digital’s next five yearstim reishead of mobile & social solutions, americastreis@google.comjune 8, 2012 Google Confidential and Proprietary
  • 2. digital’s next 5 years? solomoco social local mobile commerce Google Confidential and Proprietary Google Confidential
  • 3. 5 predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile powers commerce4. mobile is mainstream, part 25. social is in everything Google Confidential and Proprietary
  • 4. 5 predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile powers commerce4. mobile is mainstream, part 25. social is in everything Google Confidential and Proprietary
  • 5. mobile passes desktop w/in two years global mobile vs. desktop internet population, 2007-2015 Mobile Internet Users Desktop Internet Users 2000 1600 global 1200internet users 800 (mm) 400 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Morgan Stanley Research, April 2010 Google Confidential and Proprietary 5 Google confidential
  • 6. mobile is cool6 Google confidential
  • 7. 79%62%of large online advertisersdo not have a mobile optimized landing page40% of consumerswill abandon a badsite experience tovisit a competitor’ssite Google Confidential and Proprietary 7
  • 8. mobile optimized sites workefficiency 30% abandonment 53%conversions 50% time spent 25% howtogomo.com Google Confidential and Proprietary 8
  • 9. five predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile powers commerce4. mobile is mainstream, part 25. social is in everything Google Confidential and Proprietary
  • 10. how to go lo-mo-co1 in 3 mobile searches has local intent• 61% call• 59% visit10 Google confidential 10
  • 11. mobile changes the field Of walk-outs influenced by smartphone usage Amazon.com “The four walls of the store have become porous.” Google Confidential and Proprietary11 Google confidential
  • 12. 5 predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile powers commerce4. mobile is mainstream, part 25. social is in everything Google Confidential and Proprietary
  • 13. by 2015 mobile transactions will reach… $1 Trillion13 Google confidential
  • 14. how to go mo-co14 Google confidential
  • 15. google wallet and offers15 Google confidential
  • 16. 5 predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile empowers commerce4. mobile is mainstream, part 25. social is in everything Google Confidential and Proprietary
  • 17. mobile: tool /entertainment/personal/obsession 50% of US mobile subscribers have smartphones 3 feet or less 1 in 4 >500 years from it use it in the bathroom of Angry Birds played daily 48% 3 in 4 79% of whom are looking for receive mobile coupons & shop with it coupons offers always on. always accessible. information on the go.source: the mobile movement: understanding smartphone always connected.consumers, april 2011; mobile insights, q4, 2011 Google Confidential and Proprietary 17 Google confidential
  • 18. mobile works the entire funnel online and/or brand awareness audience engagement offline conversions Google Confidential and Proprietary
  • 19. Return On Investment Google Confidential and Proprietary
  • 20. mobile/tablet searches peakIn TV Prime Heavy Search by Pads, Mobile during primetime TABLETS Prime Time Peak Suggests TV Multitasking MOBILE Prime Time Peak DESKTOPS Work Day Google Confidential and Proprietary OVERNIGHT MORNING AFTERNOON PRIME
  • 21. 40% ofsmartphone/tabletowners use them dailywhile watching TV 45% are viewing unrelated content 42% are going to social networking sites Google Confidential and Proprietary
  • 22. ads across all screens more effective in driving brand awareness 74% 48% lift in campaign % correctly 50% recall recalling Volvo as brand advertised TV+ TV Only PC Video+ Phone Video+ Tablet Video Google Confidential and Proprietarysource: Nielsen Multi-Screen Media Lab Study, Sep’11
  • 23. 5 predictions for the next 5 yearsand 5 things you can do about them NOW1. mobile is mainstream2. local is the battlefield3. mobile powers commerce4. mobile is mainstream, part 2 - branding5. social is in everything Google Confidential and Proprietary
  • 24. connect all your +1’s across the web sites Google + page display +your brand search video mobile
  • 25. google+ page Google Confidential and Proprietary
  • 26. ripples v.2 allows you to see more than ever beforeGraph depicting See Ripples for achronological URL or YouTubejourney of your post video by enteringand highlights top the URL hereinfluencers on theway Add top influencers directly to yourPress play to circles from Rippleswatch how thepost spreadsover time
  • 27. connect your page with google analytics Google Analytics: to track your page activity, simply connect to Google Analytics
  • 28. Google Confidential and Proprietary
  • 29. hangouts Google Confidential and Proprietary Google Confidential
  • 30. hangouts on air Google Confidential and Proprietary
  • 31. hangouts on air Google Confidential and Proprietary 31 Google Confidential
  • 32. Google Confidential and Proprietary
  • 33. three things you can do nowCreate a Share valuable Promote yourpage & link it to content and hold page with badgesyour site and ads Hangouts and offline marketing
  • 34. Resources Google Confidential and Proprietary
  • 35. mobile scorecard scorecard: best practices & product adoption mobile optimized site mobile only campaigns mobile specific ad copy sitelinks click-to-call/call metrics click-to-download adequate budget bid to position 1/2 leverage mobile display Google Confidential and Proprietary35 Google confidential
  • 36. staying ahead with your mobile strategy - mSearch client’s progress and next opportunities for mobile successoptimize Expand Keyword Coverage to match Bid to positions 1-2 and optimize budget Build Mobile-onlyfor clicks: campaigns Desktop Utilize Mobile Ad Extensions Opt-in to targeting Tablets Track and Iterate on strategyandconversions: Create Mobile Optimized Track the full value of Mobile (mobile to store, Site mobile to desktop, micro-conversions) Google Confidential and Proprietary
  • 37. staying ahead with your mobile strategy - mDisplay client’s progress and next opportunities for mobile success Track downloads andoptimize Extend campaigns optimize towards target to AdMob and build conversion rate/CPD onfor Opt in out rich media AdMobreach/engag mobile/tablets to Leverage video formats on desktop mGDN YT Mobileement: campaigns Track and Iterate on strategyandconversions/downloads: Create Mobile Implement conversion Optimized Site tracking on mobile sites Google Confidential and Proprietary
  • 38. more resources www.themobileplaybook.com www.howtogomo.com www.ourmobileplanet.com Google Confidential and Proprietary
  • 39. Thank you!High res +1 buttons Morgan Knutson - 2/2/12 Questions? treis@google.com G+: tim.h.reis Twitter: @tim_reis LinkedIn: Tim Reis Google Confidential and Proprietary
  • 40. AppendixHigh res +1 buttons Morgan Knutson - 2/2/12 Google Confidential and Proprietary
  • 41. a great start 100 MILLION Google+ 30 day active users 50 MILLION Google+ daily active users 1M sites added the +1 button 5B +1 impressions/day 200+ updates since Google+ Trial launch in June 2011