When  social  meets  mobile Andrew Grill, Visible Technologies IAB Think Big May 2010
This time…it’s personal
The Mad Men need to change their approach
What’s wrong with this picture ?
The advertising world has to change
Ad avoidance
The glittering allure of the mobile society <ul><li>Mobile is personal – it is my media </li></ul><ul><li>Mobile is always...
 
Bespoke mobile app for Smirnoff bit.ly/smirnoffapp
Branded Utility
Branded experiences
Social Media is demanding attention
 
When social  meets mobile
<ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice ...
Social media is just like real life!
Social + mobile = ? <ul><li>Not only what are you doing but where are you doing it </li></ul>Value/Loyalty Mobile Social €
Social + mobile = ? <ul><li>What's in it for me where I am right now? </li></ul>Value/Loyalty Mobile Social €
Foursquare – location meets social €
Could Foursquare be the next twitter? €
Foursquare ticks all the boxes <ul><li>User generated location updates </li></ul><ul><li>Permission based </li></ul><ul><l...
Social media + loyalty €
Making money from mobile & social?
Turn mashups into money
Turn mashups into money
Can we advertise on social networks?
<ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul><ul><li>Integrate </li></ul>bit.ly/4rules
Mobile Secrets
Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
“ Volkswagen spend  ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
Informa / Ogilvy / Acision paper  bit.ly/ad2020 “ P&G spent just 0.17% of their advertising budget on mobile  in 2008”
Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
“ Ultimately advertising must sell...or else” David Ogilvy
Mobile secret #3 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
Permission Privacy Preference
Permission people will decide what they see / receive / engage with Privacy Preference
Permission Privacy people will decide where their data is and how it is used Preference
Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited l...
Follow me on twitter.com/AndrewGrill Slides http://bit.ly/gthinkbig email me via andrewgrill.com/contact +44 788 198 6694 ...
Upcoming SlideShare
Loading in...5
×

Think Big 2010 Brussels Andrew Grill

1,254

Published on

Presentation given at the IAB Think Big Conference in Brussels 6th May 2010 by Andrew Grill looking at the intersection of social media and mobile networks.

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,254
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
55
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Think Big 2010 Brussels Andrew Grill

  1. 1. When social meets mobile Andrew Grill, Visible Technologies IAB Think Big May 2010
  2. 2. This time…it’s personal
  3. 3. The Mad Men need to change their approach
  4. 4. What’s wrong with this picture ?
  5. 5. The advertising world has to change
  6. 6. Ad avoidance
  7. 7. The glittering allure of the mobile society <ul><li>Mobile is personal – it is my media </li></ul><ul><li>Mobile is always carried – the city in my pocket </li></ul><ul><li>Mobile is always on </li></ul><ul><li>Mobile has a built in payment mechanism </li></ul><ul><li>Mobile is there at the point of creative impulse </li></ul><ul><li>Mobile can recount the audience </li></ul>Source: Alan Moore http://bit.ly/m-allure November 2008 commissioned by Microsoft
  8. 9. Bespoke mobile app for Smirnoff bit.ly/smirnoffapp
  9. 10. Branded Utility
  10. 11. Branded experiences
  11. 12. Social Media is demanding attention
  12. 14. When social meets mobile
  13. 15. <ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice. </li></ul><ul><li>Operations delivers. </li></ul><ul><li>Any gap between the two drives a conversation on the social Web. </li></ul>Dave Evans bit.ly/nublack
  14. 16. Social media is just like real life!
  15. 17. Social + mobile = ? <ul><li>Not only what are you doing but where are you doing it </li></ul>Value/Loyalty Mobile Social €
  16. 18. Social + mobile = ? <ul><li>What's in it for me where I am right now? </li></ul>Value/Loyalty Mobile Social €
  17. 19. Foursquare – location meets social €
  18. 20. Could Foursquare be the next twitter? €
  19. 21. Foursquare ticks all the boxes <ul><li>User generated location updates </li></ul><ul><li>Permission based </li></ul><ul><li>Loyalty component </li></ul><ul><li>Share with and find your friends </li></ul><ul><li>Statistics for advertisers and brands </li></ul><ul><li>Competitive / game element </li></ul><ul><li>Simple to access from your mobile </li></ul>
  20. 22. Social media + loyalty €
  21. 23. Making money from mobile & social?
  22. 24. Turn mashups into money
  23. 25. Turn mashups into money
  24. 26. Can we advertise on social networks?
  25. 27. <ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul><ul><li>Integrate </li></ul>bit.ly/4rules
  26. 28. Mobile Secrets
  27. 29. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
  28. 30. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
  29. 31. Informa / Ogilvy / Acision paper bit.ly/ad2020 “ P&G spent just 0.17% of their advertising budget on mobile in 2008”
  30. 32. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
  31. 33. “ Ultimately advertising must sell...or else” David Ogilvy
  32. 34. Mobile secret #3 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
  33. 35. Permission Privacy Preference
  34. 36. Permission people will decide what they see / receive / engage with Privacy Preference
  35. 37. Permission Privacy people will decide where their data is and how it is used Preference
  36. 38. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
  37. 39. Follow me on twitter.com/AndrewGrill Slides http://bit.ly/gthinkbig email me via andrewgrill.com/contact +44 788 198 6694 Social Media & Mobile www.LondonCalling.mobi
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×