bemoko's 5 easy steps to mobilising your brand

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Slides from internet world on how to get started on creating of mobile campaign

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bemoko's 5 easy steps to mobilising your brand

  1. 1. bemoko’s 5 easy steps to mobilising your brand a presentation by bemoko http://www.flickr.com/photos/sgrazied/230319696
  2. 2. over 50% of people would gladly substitute their PC web for mobile web
  3. 3. it’s the consumer that chooses when and where to connect while out and about
  4. 4. it’s the consumer that chooses when and where to connect while out and about in private
  5. 5. it’s the consumer that chooses when and where to connect while out and about in private wherever they get inspired
  6. 6. So what's the mobile landscape like today?
  7. 7. European Smartphone sales Android (comScore 2009 Q4) 2% RIM 8% Microsoft 14% Apple Symbian 15% 61%
  8. 8. Smartphone US Handset sales Android (comScore 2009 Q4) 5% Palm 6% 3 Month Trend Android +3% Microsoft RIM Apple +1% 18% 42% Blackberry -1% Microsoft -1% Palm -2% Apple 25%
  9. 9. Mobile Web Browser Usage (StatCounter April 2010) Android 6% Other 10% 3 Month Trend Opera iPod Touch 26% 9% Blackberry +4% Android +2% Nokia -3% iPod -2% Blackberry iPhone -1% 14% iPhone 20% Nokia 15%
  10. 10. Good site ... bad site
  11. 11. the web killed my phone it also killed my first impressions, user experience and my patience I’ve just bought an iPhone, so why should I care? somewhere here is a login I can’t read anything, button- why? you know where do I start? who I am! if I squint hard, this is a store locator. but surely the phone knows where it is – just give uh oh… this page uses flash, me the closest store! I hope there wasn’t important stuff here. this whole page was over 412 KB, and took me ages to so many links, even if I download. I’m glad the flash could read them, how many didn’t work now – it would do I really need when out- have more than tripled that… and-about?
  12. 12. (but it doesn’t have to be this way) it’s instantly clear how to navigate the site, and I have the option of jumping to the full PC site should I need to do more. images delivered the correct size for my screen, saving me time and money. great, the page is optimised to take full advantage of this expensive phone I just bought content personalised for me without asking me to login easy to press buttons – perfect for use on a touchscreen phone like this
  13. 13. 1. discover 2. engage 3. trust 4. measure 5. repeat
  14. 14. 1 DISCOVER http://www.flickr.com/photos/wolfsavard/3348879666
  15. 15. DISCOVER ENGAGE TRUST MEASURE REPEAT o Social o SMS o QR Codes o Mobile Email o Search o Promotion o Out and about
  16. 16. DISCOVER ENGAGE TRUST MEASURE REPEAT industry examples Orange Google QR Wednesdays code stickers Yelp AR BMW Snow tyres
  17. 17. 2 ENGAGE http://www.flickr.com/photos/eole/1394588888
  18. 18. DISCOVER ENGAGE TRUST MEASURE REPEAT o Social o Conversation o Make relevant o Give 'em something o Seize the moment
  19. 19. DISCOVER ENGAGE TRUST MEASURE REPEAT bemoko examples Quiz
  20. 20. http://www.flickr.com/photos/ceekay/2410500144 3 TRUST
  21. 21. DISCOVER ENGAGE TRUST MEASURE REPEAT "86% of survey respondents in the UK would not trust a communication from a source they often use if the details were sent in an unfamiliar font" Julie Strawson, Director of Marketing, Europe, Monotype Imaging Ltd
  22. 22. DISCOVER ENGAGE TRUST MEASURE REPEAT o Brand in the hand o Look & feel o UX o Quality of Experience
  23. 23. DISCOVER ENGAGE TRUST MEASURE REPEAT industry examples
  24. 24. 4 MEASURE http://www.flickr.com/photos/elsie/3271195811
  25. 25. DISCOVER ENGAGE TRUST MEASURE REPEAT o Analytics o Identify good performance o Root out bad performance o Feedback and improve
  26. 26. DISCOVER ENGAGE TRUST MEASURE REPEAT mobile analytics specialists
  27. 27. 5 REPEAT http://www.flickr.com/photos/dalydose/6483796
  28. 28. DISCOVER ENGAGE TRUST MEASURE REPEAT o Social o Viral o Valuable service o They want to return
  29. 29. Tying it all together
  30. 30. (mobile) web foundations search social native apps mobile web Email SMS
  31. 31. mobile web and mobile apps mobile web mobile apps content   interactions (e.g. forms)   enhanced UI (e.g. iPhone UI)   cross-platform cross-linking  - geo location   offline up & coming  phone access (e.g. contacts) -  reach all mobile users + - updating software + - monetisation - + high end UI performance - +
  32. 32. Coordination across all platforms o campaign o content o function o look and feel
  33. 33. Quickly integrate new channels http://www.flickr.com/photos/gaetanlee/118885175
  34. 34. thank you let the user connect when and how they want mobile web as foundation continue the conversation across multiple touch points ian.homer@bemoko.com | http://twitter.com/ianhomer
  35. 35. thank you any questions? ian.homer@bemoko.com | http://twitter.com/ianhomer

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