When Social Meets Mobile - Andrew Grill

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

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

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

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When Social Meets Mobile - Andrew Grill

by Andrew Grill on Mar 28, 2010

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When Social Meets Mobile - Andrew Grill — Presentation Transcript