Social Mobile Innovations Breakfast Briefing

www.digitaltrainingcompany.com

Social Mobile Innova.ons Breakfast Brieﬁng www.digitaltrainingcompany.com

Our Approach •  Pragma.sts not evangelists •  Importance of contextualising •  Sustainability •  Combining strategic and prac.cal •  Perpetual beta www.digitaltrainingcompany.com

The Workshop Objec.ves •  Increase your digital knowledge •  Understand current and future digital trends •  Understand what Social Mobile is •  Explore Social Mobile case studies •  Learn how to operate eﬀec5vely in the Social Mobile landscape •  Meet like-‐minded professionals www.digitaltrainingcompany.com

Your Objec.ves www.digitaltrainingcompany.com Source: Social Mobile Innovations Breakfast Briefing Attendees July 2010

The Workshop IS IS NOT exploratory deﬁni.ve experien.al evangelical par.cipatory prescrip.ve collabora.ve a presenta.on ideas answers a journey a des.na.on www.digitaltrainingcompany.com

Today’s Journey Context Social Mobile How Proof www.digitaltrainingcompany.com

Key Content USER INSIGHT CASE STUDY www.digitaltrainingcompany.com

How Can Something So New Have Become So Dominant? www.digitaltrainingcompany.com

The Evolu.on of the Web Web 1.0 Web 2.0 Web 3.0 Library Big group of friends & Personal Assistant acquaintances Uses internet as source of Uses internet to make Uses internet to make Informa.on connec.ons between connec.ons between people informa.on and data Back End Front End Back End www.digitaltrainingcompany.com

Web 4.0? www.digitaltrainingcompany.com

Where is UK? Web 1.0 Web 2.0 Web 3.0 Library Big group of friends & Personal Assistant acquaintances Uses internet as source of Uses internet to make Uses internet to make Informa.on connec.ons between connec.ons between people informa.on and data Back End Front End Back End www.digitaltrainingcompany.com

Where are You? Web 1.0 Web 2.0 Web 3.0 Library Big group of friends & Personal Assistant acquaintances Uses internet as source of Uses internet to make Uses internet to make Informa.on connec.ons between connec.ons between people informa.on and data Back End Front End Back End www.digitaltrainingcompany.com

USER INSIGHT How You Use Social Media www.digitaltrainingcompany.com Source: Social Mobile Innovations Breakfast Briefing Attendees July 2010

USER INSIGHT Mobile Device You Use 50% of you have more than one mobile device www.digitaltrainingcompany.com Source: Social Mobile Innovations Breakfast Briefing Attendees July 2010

Where is Your Business? Web 1.0 Web 2.0 Web 3.0 Library Big group of friends & Personal Assistant acquaintances Uses internet as source of Uses internet to make Uses internet to make Informa.on connec.ons between connec.ons between people informa.on and data Back End Front End Back End www.digitaltrainingcompany.com

The Challenge & The Opportunity Businesses Consumers Push Pull Passive Ac.ve Sta.c Mobile Detached Immediate Consump.on Interac.on Monologue Dialogue Control Collabora.on Interrup.on Par.cipa.on Delivering a message Being part of a conversa.on Database Community www.digitaltrainingcompany.com Sources: ROI Digital Group

Two Key Trends Social Mobile www.digitaltrainingcompany.com

What do we mean by social mobile The art of meaningful connec1on at any *me in any place on any device www.digitaltrainingcompany.com Sources: Jay Cooper, ROI Digital Group

USER INSIGHT Social Mobile is Everywhere •  16 million people in the UK access the internet via mobile •  Increasing by 20% each month •  They view 6.6 billion pages and spend 4.8 billion minutes a month on the mobile internet •  Half of all 5me spent on social mobile was spent on Facebook •  In the ﬁrst quarter of 2010, 4 billion tweets per were posted, 80% were posted from a mobile device •  YouTube is the world’s 2nd largest search engine with 25% of videos watched on a mobile handset •  5 billion apps have been downloaded on iPhone...the most successful and enduring are for Facebook www.digitaltrainingcompany.com Sources: BBC.com & GSMA

UBIQUITOUS www.digitaltrainingcompany.com

USER INSIGHT Your Social Mobile Usage www.digitaltrainingcompany.com Source: Social Mobile Innovations Breakfast Briefing Attendees July 2010

ALWAYS ON www.digitaltrainingcompany.com

PERSONAL www.digitaltrainingcompany.com

DESIGNED FOR COMMUNICATION www.digitaltrainingcompany.com

USER INSIGHT Ac.ons Speak Louder Than Adver.sing Branded experience is the new adver.sing. And consumers are increasingly hungry for them: •  97% have searched for a brand online •  77% have watched a commercial on YouTube •  69% have read a corporate blog •  65% have played a branded, browser-‐based game •  73% have posted a product or brand review on a site like Amazon, Facebook or Twifer www.digitaltrainingcompany.com Source: Razorfish Digital Brand Experience Report 2009

USER INSIGHT Experiences Not Only Build Brands They Make Or Break Them Amazon, Google, Facebook, Apple and Nike are all experien.al brands that know consumer preference isn’t formed in a reac.on to a message, but to a series of experiences over .me. There’s a good reason. Of consumers who interact: •  97% report increased brand awareness •  98% show increased considera.on •  97% will more likely purchase a product •  96% may recommend the brand to their friends www.digitaltrainingcompany.com Source: Razorfish Digital Brand Experience Report 2009

USER INSIGHT Digital Experience Create Customers •  65% of consumers have had a digital Digital is not simply an awareness or experience change their opinion about a CRM channel. It is a customer brand. crea.on opportunity. •  97% of those report that experience inﬂuencing whether of not they purchased The overwhelming majority of a product or service from that brand. consumers who engage with a brand online move from passive ‘recievers’ •  64% of consumer report making a ﬁrst to advocates almost instantly purchase from a brand because of digital experience www.digitaltrainingcompany.com Source: Razorfish Digital Brand Experience Report 2009

How? Through Value Exchange Business/Organisa5on Audience 1.  Engagement 1.  Fun 2.  U.lity •  Knowledge Advocacy 2.  Value •  Informa.on •  Time saving 3.  Ac.va.on 3.  Social Currency •  Exclusivity •  Empower •  Inﬂuencer •  Kudos www.digitaltrainingcompany.com

Branded • What works Experience • What doesn’t Value • What works Exchange • What doesn’t www.digitaltrainingcompany.com

CASE STUDY App Cri.que 1.  hfp://www.youtube.com/watch?v=7UdtdPgO7Qg 2.  hfp://www.youtube.com/watch?v=XcﬀEsVGK0E 3.  hfp://www.youtube.com/watch?v=sTERI1s-‐UyA www.digitaltrainingcompany.com

Social + Mobile + Local www.digitaltrainingcompany.com

CASE STUDY Social Mobile Case Studies 1.  Small businesses 2.  Retail 3.  Media 4.  Brands www.digitaltrainingcompany.com

CASE STUDY Small Business www.digitaltrainingcompany.com Sources: Dennis Crowley Foursquare

CASE STUDY Retail: Starbucks •  It started in March when coffee addicts could earn a barista badge by checking into ﬁve separate Starbucks locations. •  In May Starbucks implemented a month long “mayor” offer for each location. The “mayor” of each Starbucks location is entitled to £1 off of any Frappuccino, one time for the month of June. www.digitaltrainingcompany.com Sources: New York Times

CASE STUDY Retail: Domino’s Pizza •  Rewards mayors with a small free pizza each Wednesday. •  Those who merely check in on Foursquare will receive a free side dish for their patronage when they spend more than £10 www.digitaltrainingcompany.com Sources: Mashable.com & wirefresh.com

CASE STUDY Brands: Jimmy Choo Catch-‐a-‐Choo Treasure Hunt •  A pair of Jimmy Choo trainers checkin at 100 fashionable locations across London. •  Contestants in the online interactive competition needed to follow the check-ins and arrive at the location before the pair of trainers leaves. •  If they succeed they will win a pair of trainers in the size and style of their choice. •  4000 participants on 4sq, FB & Tw •  Huge media attention •  33% sales increase www.digitaltrainingcompany.com Sources: misscocoa.com & slideshare.com

CASE STUDY Media: Financial Times •  FT collaboration with key advertisers – business schools •  Foursquare users at the cafes in CASS, LSE, London Business School, Harvard and Columbia earn secret codes that will give them access to premium subscriptions for FT.com. •  More venues will be added as the campaign continues. www.digitaltrainingcompany.com Sources: Guardian.co.uk

Value Exchange Business Consumer   Useful   Reﬂects brand values   Fun   Generates buzz   Social currency   Commercial results   Experien.al   Exclusive www.digitaltrainingcompany.com

Social Mobile -‐ Key Take Outs DO DONT Enter into dialogue Adver.se using monologue Be part of a conversa.on Just deliver a message Create value exchange Forget the consumer Make the most of social Treat social mobile like old mobile’s inherent quali.es media Be innova.ve Silo social and mobile Be experien.al Ignore it Keep exploring Give up www.digitaltrainingcompany.com

Contacts Digital Training Company www.digitaltrainingcompany.com @traindigital Digital Training group on LinkedIn Kate Cooper kate@digitaltrainingcompany.com @kate_cooper Link with me through LinkedIn Jay Cooper jay@digitaltrainingcompany.com @jaycoopertweets Link with me through LinkedIn www.digitaltrainingcompany.com

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Social Mobile Innovations Breakfast Briefing

by Kate Cooper on Jul 12, 2010

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