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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  • 1. When social meets mobile
    Andrew Grill, Visible Technologies
    Mobile Convention Amsterdam April 2010
  • 2. This time…it’s personal
  • 3. The Mad Men need to change their approach
  • 4. What’s wrong with this picture ?
  • 5. The advertising world has to change
  • 6. Ad avoidance
  • 7. 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
  • 8.
  • 9. Bespoke mobile app for Smirnoff
    bit.ly/smirnoffapp
  • 10. Branded Utility
  • 11. Branded experiences
  • 12. Barclaycard waterslide game
  • 13. Barclaycard waterslide game
  • 14. Social Media is demanding attention
  • 15.
  • 16.
  • 17. When social
    meets mobile
  • 18. 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
  • 19. Social media is just like real life!
  • 20. Social + mobile = ?
    Not only what are you doing but where are you doing it
    Value/Loyalty
    Mobile
    Social

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

  • 22. Foursquare – location meets social

  • 23. Could Foursquare be the next twitter?

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

  • 31. Making money from mobile & social?
  • 32. Turn mashups into money
  • 33. Turn mashups into money
  • 34. Can we advertise
    on social networks?
  • 35. Listen
    Learn
    Engage
    Integrate
    bit.ly/4rules
  • 36. Mobile Secrets
  • 37. Mobile secret #1
    “Mobile operators don’t collect the information advertisers need”
  • 38. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
    VW CRM Manager May 2009
  • 39. Informa /Ogilvy / Acision paper bit.ly/ad2020
    “P&G spent just 0.17% of their advertising budget on mobile in 2008”
  • 40. Mobile secret #2
    “we’re not interested in CPM or click-through rates…we just want to sell products”
    Brand Manager FMCG 2008
  • 41. “Ultimately advertising must sell...or else”
    David Ogilvy
  • 42. Mobile secret #3
    “Small is beautiful with mobile”
  • 43. The changing face of advertising
    Reach & Frequency
    RELEVANCY
  • 44. Mobile secret #4
    “Unless we heed the 3 Ps of mobile it will never take off as a medium”
  • 45. Permission
    Privacy
    Preference
  • 46. Permission
    people will decide what they see / receive / engage with
    Privacy
    Preference
  • 47. Permission
    Privacypeople will decide where their data is and how it is used
    Preference
  • 48. Permission
    Privacy
    Preference
    people will decide what content they find relevant. Inference and assumption has a limited lifespan
  • 49. 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