Mobile, Loyalty & Advocacy

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the deck we shared at the Ogilvy Mobile day in London today

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  • Loyalty and advocacy are powerful words for people - But they tend to be used lightly by brands
  • People are fiercely loyal to friends and family but loyalty to brands is usually about convenience or what’s in it for me?
  • Mobile, Loyalty & Advocacy

    1. 1. Mobile, loyalty & advocacy<br />Simon Andrews<br />Founder – addictive<br />
    2. 2. Fixed phone?<br />
    3. 3. Fixed web?<br />The mobile web opens up new situations<br />for business to connect with their customers<br />
    4. 4. Loyalty?<br />
    5. 5. Advocacy?<br />
    6. 6. People are in <br />control<br />
    7. 7. Old CRM<br />Opt in/ opt out<br />Direct Mail<br />a/b split<br />Mail everyone<br />Buy everything<br />.01% clickthrough<br />Suspects/Prospects<br />Brand in control<br />
    8. 8. Old CRM<br />Opt in/ opt out<br />Direct Mail<br />a/b split<br />Mail everyone<br />Buy everything<br />.01% clickthrough<br />Suspects/Prospects<br />Brand in control<br />New Dialogue<br />Facebook Like<br />Twitter follow<br />RSS<br />App<br />“Friends”<br />People in control<br />http://www.flickr.com/photos/mcazadi/2388418126/<br />
    9. 9. Acquaintances<br />Strangers<br />Friends<br />Family<br />Turning Strangers into FriendsTurning Friends into Family<br />
    10. 10. Mobile is social<br />
    11. 11. Social is mobile<br />“Today around 37% of active users use Twitter on their phones. More than most other web services, but that should be 100%. There should be people using Twitter only on mobile, eventually. Twitter is built for mobile”<br />Evan Williams – CEO Twitter<br />
    12. 12. Mobile gives us context<br />
    13. 13. Precise Targeting is feasible<br />Men 18 – 24 <br />& In Central London (postcodes W1, WC1, W2)<br />& Between 9am and 4pm Monday to Saturday<br />& Who have searched for sports content in last 28 days<br />& And have a iPhone 3gs or Android phone<br />http://www.flickr.com/photos/myklroventine/3283063477/<br />
    14. 14. http://www.dandad.org/awards08/entry.asp?entry_id=18031<br />Branded games work<br />
    15. 15. Branded games work<br />10million downloads<br />Top game in 57 countries<br />
    16. 16. Utility works<br />
    17. 17. Tesco Wine utility<br />
    18. 18. Amazon adds utility<br />
    19. 19. Branded utility works<br />
    20. 20. But must be thought through<br />
    21. 21. Starbucks – payment & loyalty mechanism<br />
    22. 22. Smart retailers are reengineering their business<br />
    23. 23. Opening up new opportunities<br />
    24. 24. Couponing is still nascent<br />
    25. 25. Things to think about<br />
    26. 26. How do you earn a place here?<br />
    27. 27. How can you use existing platforms?<br />
    28. 28. Or should you clone one?<br />
    29. 29. How do we reframe SMS as a dialogue?<br />
    30. 30. How do we use advocacy<br />
    31. 31. Connecting barcodes with reviews or green credentials?<br />
    32. 32. How do you<br />Get introduced?<br />Join the conversation?<br />Learn about people?<br />Make the dialogue more interesting?<br />Turn strangers into Friends and Families?<br />
    33. 33. addictive ideas<br />Solving <br />Business<br />problems<br />by Solving <br />Customer<br />problems<br />Focused on mobile<br />Supported by other digital channels<br />
    34. 34. “Rapid Ramp of Mobile Internet usage will be a boon to consumers &some companies will likely win big (potentially very big)while many will wonder what just happened”<br />Mary Meeker – Morgan Stanley – April 2010<br />
    35. 35. Sign up for Mobile Fix<br />
    36. 36. www.addictivemobile.com<br />simon@addictivemobile.com<br />@addictivemobile<br />

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