When Social Meets Mobile - Andrew Grill
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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

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