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When social meets mobile<br />Andrew Grill, Visible Technologies<br />Mobile Convention Amsterdam April 2010<br />
This time…it’s personal<br />
The Mad Men need to change their approach<br />
What’s wrong with this picture ?<br />
The advertising world has to change<br />
Ad avoidance<br />
The glittering allure of the mobile society<br />Mobile is personal – it is my media<br />Mobile is always carried – the c...
Bespoke mobile app for Smirnoff<br />bit.ly/smirnoffapp<br />
Branded Utility<br />
Branded experiences<br />
Barclaycard waterslide game<br />
Barclaycard waterslide game<br />
Social Media is demanding attention<br />
When social <br />meets mobile<br />
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is bette...
Social media is just like real life!<br />
Social + mobile = ?<br />Not only what are you doing but where are you doing it<br />Value/Loyalty<br />Mobile<br />   Soc...
Social + mobile = ?<br />What's in it for me where I am right now?<br />Value/Loyalty<br />Mobile<br />   Social<br />€<br />
Foursquare – location meets social<br />€<br />
Could Foursquare be the next twitter?<br />€<br />
Foursquare ticks all the boxes<br /><ul><li> 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</li></li></ul><li>Social media + loyalty<br />€<br />
Making money from mobile & social?<br />
Turn mashups into money<br />
Turn mashups into money<br />
Can we advertise<br />on social networks?<br />
Listen<br />Learn<br />Engage<br />Integrate<br />bit.ly/4rules<br />
Mobile Secrets<br />
Mobile secret #1<br />“Mobile operators don’t collect the information advertisers need”<br />
“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”<br />VW CRM Manager May 2009<br />
Informa /Ogilvy / Acision paper bit.ly/ad2020<br />“P&G spent just 0.17% of their advertising budget on mobile in 2008”<br />
Mobile secret #2<br />“we’re not interested in CPM or click-through rates…we just want to sell products”<br />Brand Manage...
“Ultimately advertising must sell...or else”<br />David Ogilvy<br />
Mobile secret #3<br />“Small is beautiful with mobile”<br />
The changing face of advertising<br />Reach & Frequency<br />RELEVANCY<br />
Mobile secret #4<br />“Unless we heed the 3 Ps of mobile it will never take off as a medium”<br />
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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

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Transcript of "When Social Meets Mobile - Andrew Grill"

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