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When Social Meets Mobile - Andrew Grill
 

When Social Meets Mobile - Andrew Grill

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Presentation delivered in Amsterdam at the Mobile Convention 1st April 2010. More details at http://L0N.eu/mocoam

Presentation delivered in Amsterdam at the Mobile Convention 1st April 2010. More details at http://L0N.eu/mocoam

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    When Social Meets Mobile - Andrew Grill When Social Meets Mobile - Andrew Grill Presentation Transcript

    • When social meets mobile
      Andrew Grill, Visible Technologies
      Mobile Convention Amsterdam April 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
      Mobile is personal – it is my media
      Mobile is always carried – the city in my pocket
      Mobile is always on
      Mobile has a built in payment mechanism
      Mobile is there at the point of creative impulse
      Mobile can recount the audience
      Source: Alan Moore http://bit.ly/m-allure
      November 2008 commissioned by Microsoft
    • Bespoke mobile app for Smirnoff
      bit.ly/smirnoffapp
    • Branded Utility
    • Branded experiences
    • Barclaycard waterslide game
    • Barclaycard waterslide game
    • Social Media is demanding attention
    • When social
      meets mobile
    • Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice.
      Operationsdelivers.
      Any gap between the two drives a conversation on the social Web.
      Dave Evans bit.ly/nublack
    • Social media is just like real life!
    • Social + mobile = ?
      Not only what are you doing but where are you doing it
      Value/Loyalty
      Mobile
      Social

    • Social + mobile = ?
      What's in it for me where I am right now?
      Value/Loyalty
      Mobile
      Social

    • Foursquare – location meets social

    • Could Foursquare be the next twitter?

    • Foursquare ticks all the boxes
      • User generated location updates
      • Permission based
      • Loyalty component
      • Share with and find your friends
      • Statistics for advertisers and brands
      • Competitive / game element
      • Simple to access from your mobile
    • Social media + loyalty

    • Making money from mobile & social?
    • Turn mashups into money
    • Turn mashups into money
    • Can we advertise
      on social networks?
    • Listen
      Learn
      Engage
      Integrate
      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
      “Small is beautiful with mobile”
    • The changing face of advertising
      Reach & Frequency
      RELEVANCY
    • Mobile secret #4
      “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
      Privacypeople 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 lifespan
    • Social Media & Mobile
      www.LondonCalling.mobi
      Follow me on twitter.com/AndrewGrillSlides http://bit.ly/sharegrillemail me via andrewgrill.com/contact+44 788 198 6694