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Creuna: Mobilizing Your Business
 

Creuna: Mobilizing Your Business

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Presented April 14, 2011

Presented April 14, 2011

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http://bit.ly/g93FSd

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    Creuna: Mobilizing Your Business Creuna: Mobilizing Your Business Presentation Transcript

    • Slide to unlock
    • Mobilizing your businessBrought to you by Hörnsten & Ivmark
    • Creuna ABStockholm
    • Why Mobilize?Market Transformation
    • Mobilization FrameworkMarket DriverMarket Driver MOBILIZEDMarket Driver PILLARS & ENGAGEMENT ECOSYSTEM PLAN BRAND STRATEGYMarket DriverMarket Driver
    • Connectivity
    • “ You’ve spent the day on the Internet — but not on the Web. ” “The Web Is Dead. Long Live the Internet” By Chris Anderson and Michael Wolff Wired, August 2010
    • Connectivity Today 23% of allFB users Googleare 2x searchesmore active come fromon mobile mobile Netflix, on More Kindle 100 ebooks than devices paperbacks!
    • Desirability
    • Demand for Platforms iPod iPhone iPad0 1 Quarters After Launch 2 3
    • Demand for Utility APPLE ITUNES MEDIA 7 yrs10 000 000 000 downloads
    • Demand for Utility APPLE APP STORE 2,5 yrs10 000 000 000 downloads
    • Monetization
    • ROI? Biz Model? % 5037.5 2512.5 0 Symbian Blackberry Apple Microsoft Google Other Market share App download and usageGartner Q1 2010: Market ShareAdMob Operating System Share, May 2010
    • Emerging App-Threat?
    • Semiclosed vs. HTML AWARENESS ? MARKETING MARKETING SERVICES iAd Ad Sense ? PRODUCT ANDMARKETPLACE MARKETPLACE OR SERVICE ? $ $ $ LOYALTY
    • Rewards
    • “ Were seeing a dramatic shift in the way business is done towards more transparency, more collaboration, more democracy, and ultimately more value. ” – Alex Bogusky, Founding Insurgent, FearLess Cottage
    • Value SpectrumCONTENT UTILITY
    • FORM ATSMobile Tagging QR Co des Barcod es Mobile T ags
    • KEY P LAYERCheck-ins Foursq S u are Gowall a Facebo ok
    • KEY T HEMEM-Commerce Augm Price In-Ap ented R S Transp eality ar p Purc ency Exclus hasing ive De Gifting als
    • EMER GINGM-Health Awaren EXAMP LES ess Publica tions Self-Ca re
    • M-Banking TREN DSET Mint.c TE om RS Chase Deutc he Ba nk
    • GENREntertainment Music Public ES /Film ations Game News/ s Media
    • GENREntertainment Music Public ES /Film ations Game News/ s Media
    • Empowerment
    • “...consumers are surroundingthemselves with the people andinformation that helps themmake better decisions thanks tosocial networks such asFacebook, Twitter, and YouTube.Their attention is focused innew paradigms and away fromtraditional media.... ” – Brian Solis, Social Media Evangelist
    • Customers are more empowered than ever before.Some believe we are on the verge a customer revolution.
    • They’re not just customers, theycan be your biggest advocates! Source: Harvard Business Review
    • EMER GING Custo MIND mers SET your b increa rand v se alue.“ Tell me and Ill forget; show me and I may remember; involve me and Ill understand. ” – Chinese Proverb
    • EMER GING Custo MIND mers SET your b increa rand v se alue.“ Tell me and Ill forget; show me and I may remember; involve me and Ill make it better. ” – Chinese Proverb? Wikipedia’d?
    • PREPARE TOENGAGE
    • Mobilization, Step 1/3 Define your Platform Pillars
    • Platform PillarsDEVICESSERVICESCUSTOMERS
    • Mobilization, Step 2/3 Create your Ecosystem
    • Ecosystem WebDEVICESSERVICES SocialCUSTOMERS Mobile
    • Ecosystem WebDEVICES Primary,SERVICES SocialCUSTOMERS Extended or Pilot Service
    • Stockholm City Library Web WebPrimary SocialService
    • Stockholm Stad Web Web Pilot SocialService
    • Mobilization, Step 3/3 Develop your Engagement Plan
    • Engagement PlanAWARENESS ADOPTION ADVOCACY LOYALTY
    • Engagement Plan Lenses WORDREACH VALUE OF IDENTITY MOUTH
    • Engagement Plan / Ecosystem Web Web WORD VALUE OF IDENTITY Social MOUTHMobile
    • Engagement Plan / Ecosystem Web WORDREACH OF IDENTITY Social Mobile MOUTH
    • Engagement Plan / Ecosystem WebREACH VALUE IDENTITY Social Mobile
    • Engagement Plan / Ecosystem Web WORDREACH VALUE OF Social Mobile MOUTH
    • It’s a Work-in-progress Building market & brandrelevance doesn’t happen overnight.
    • Mobilization is Progressive MARKET DRIVERS PILLARS & ENGAGEMENT RELEVANCE ECOSYSTEM PLAN Connectivity Desirability AWARENESS Devices ADOPTION MOBILIZED Monetization Services BRAND ADVOCACY Customers STRATEGY Rewards LOYALTYEmpowerment
    • SummaryDefine your PillarsCreate your EcosystemDevelop your Engagement Plan
    • Key Take-AwaysBe Relevant.Be Engaged – Mobile & socialwill help you listen, learn andengage with your customers.Be Fearless – Empowermentcan be a mutual benefit.
    • Thanks!fredrik.hornsten@creuna.se ali.ivmark@creuna.se