Cross-Mobile Brand Strategy                       Hosted by                                                               ...
Cross-Mobile Brand Strategy                       Hosted by              During the panel,     Text ‘dotgo’ to DOTCOM (368...
Text DOTGO to DOTCOM (368266)
Cross Mobile Brand Strategy         Text DOTGO to DOTCOM (368266)
Cross Mobile Brand Strategy1. Panelist intros2. Panel Discussion3. Q & A Text dotgo to DOTCOM (368266) to     comment or a...
Text DOTGO to DOTCOM (368266)
Over 5 trillion text messages sent in 2010            Text DOTGO to DOTCOM (368266)
Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015            Text DOTGO to DOTCOM (368266)
Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015In the US more texts than calls since 2008            T...
Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015In the US more texts than calls since 2008And half of a...
Text DOTGO to DOTCOM (368266)
Why is texting so popular?         Text DOTGO to DOTCOM (368266)
Why is texting so popular?Cross-device, cross-platform, cross-network         Text DOTGO to DOTCOM (368266)
Why is texting so popular?Cross-device, cross-platform, cross-networkNo install             Text DOTGO to DOTCOM (368266)
Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to use             Text DOTGO to DOTCO...
Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to useDirect and personal             ...
Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to useDirect and personalReliable     ...
Text DOTGO to DOTCOM (368266)
Text messaging works. Text DOTGO to DOTCOM (368266)
Text messaging uses short code phone           Text DOTGO to DOTCOM (368266)
Text messaging uses short code phone           Text DOTGO to DOTCOM (368266)
Text DOTGO to DOTCOM (368266)
Short codes are great, but can’t be            Text DOTGO to DOTCOM (368266)
Short codes are great, but can’t behaiti to 90999          sam2 to 75309taste to 68632          poll to 63103eqiq59 to 741...
Text DOTGO to DOTCOM (368266)
And can’t be remembered...           Text DOTGO to DOTCOM (368266)
And can’t be remembered...? to ?????               ? to ?????? to ?????               ? to ?????? to ?????               ?...
Text DOTGO to DOTCOM (368266)
DOTGO is the Internet for Text     Text DOTGO to DOTCOM (368266)
Text DOTGO to DOTCOM (368266)
1. Access any .com with DOTCOM(368266)         Text DOTGO to DOTCOM (368266)
1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266)         Text DOTGO to DOTCOM (368266)
1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266)MTV.com?Text MTV to DOTCOM (368266)      ...
1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266)MTV.com?Text MTV to DOTCOM (368266)Jetblu...
Text DOTGO to DOTCOM (368266)
2. Create interactive, engaging dialogues with              Text DOTGO to DOTCOM (368266)
2. Create interactive, engaging dialogues withmybrand to DOTCOM              Text DOTGO to DOTCOM (368266)
2. Create interactive, engaging dialogues withmybrand to DOTCOM                       Reply 1              Text DOTGO to D...
Text DOTGO to DOTCOM (368266)
If you have a website, you can text it right                  now.            Text DOTGO to DOTCOM (368266)
hiiʼm @farrahbostic  iʼm a maker
i’ve been a...
i’ve been a... copywriter               website developer               account planner               brand strategist    ...
this place pays me to be a Group Planning Director
But what I do is make digital    things for clients…
But what I do is make digital    things for clients…    that are increasingly   centered on mobile &    social experiences.
the client:   consumer electronics              manufacturerthe target:   makers of mobile culturethe idea:     distribute...
go beyond thinking of mobile  as just a media channel
think of your brand as an API,  and mobile as middleware
Brands
Must
Align
With
Current
Informa<on
Access
Pointsdiverse
insights
Advantages
of
Mobile
vs.Non‐Mobile
Marke<ng•
Omnipresence•
Reduced
targe<ng
errors
•
Improved
data
management•
Always
on
a...
Consolida<on
of
DevicesAddress
bookAudio
recorderCalendarCamera                    =Game
DeviceGPS                        ...
diverse
insights
When
Integra<ng
Mobile•
Create
or
refine
your
overall
brand
strategy•
Create
a
mobile
plan
and
implementa<on
course



that...
The
Most
Effec<ve
Tool
is
the
One
That
Your
Customer
is
Most
Familiar
Withdiverse
insights
Kris<n
 Volk
Rules
of
the
(mobile)
road
1.
Integrate
mobile
into
your
overall
          connec;ons
plan                brand                             ts       ...
2.
Create
meaningful
human
experiences
by
                 pueng                  INSIGHTS
                     front
&
  ...
3.
Recognize
that               consumers
are
calling
the
               shots
these
daysUs
 
      
      
   ThemInterru...
4.
Play
by
the
new
rules              “Tell
me
and
Ill
forget.











                                                ...
5.
Harness
the
power
of
this
unique
medium
Lucky
Magazine’s
Mobile
Strategy         Social
Media
Week         February
11,
2011
Mobile
Program
Components• Barcodes
–
for
styling
videos
and
sweeps• Shortcodes‐
for
styling
videos,
sweeps
and
  product
...
Metrics• Since
the
program
launched
September
2010
–
  January
31st,
we’ve
had
149,130
incoming
texts,
  over
51,005
uniqu...
In‐Book
Promo<on
What
We’ve
Learned

So
Far• Incen<ves
are
key
to
increasing
metrics• Mul<ple
content
offerings
per
download
more
  desirabl...
What’s
Next• Mobile
Shopping
experience:
phone
and
iPad• More
loca<on‐based
applica<ons
and
  partnerships
with
retailers
...
Cross-Mobile Brand Strategy                       Hosted by                                During the panel,           Tex...
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Cross-Mobile Brand Strategy Panel, Hosted by DOTGO

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  • \n
  • \n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Why is texting so popular?\nCross-device, cross-platform, cross-network\nEasy to use\nDirect and personal\nReliable\nLow cost\n\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
  • Src: http://www.informatm.com/itmgcontent/icoms/whats-new/20017843617.html;jsessionid=AD860FEA1EA3CB2EDAAA0C3ECBC2A00C.3a28236a3250c0ed437033ee58418c2dca6c225e\nRedcross raised $30 million\n
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  • Cross-Mobile Brand Strategy Panel, Hosted by DOTGO

    1. 1. Cross-Mobile Brand Strategy Hosted by wifi: smwjwtSPEAKERS: #smw11Moderator: #smwdotgoStefan
Gromoll,
Co‐Founder
&
CEO
‐
DOTGO
@dotgoSpeakers:Farrah
Bos;c,
VP,
Group
Planning
Director
–
Digitas
@farrahbos<cChi
Modu,
Brand
Strategist
–
Diverse
Insights
@chimodu,
@diverseinsightsMary
Gail
Pezzimen;,
Execu<ve
Producer
–
Lucky
Magazine
at
Conde
Nast
Publica<ons
@mgpezzKris;n
Volk,
VP,
Human
Experience
Strategy
Director
–
MediaVest
@kris<nvolk,
@weallneedaplanCHECK‐IN
>
TWEET
>
CONNECTJoin
the
global
conversa<on
at
h=p://socialmediaweek.org/nokiaconnects
    2. 2. Cross-Mobile Brand Strategy Hosted by During the panel, Text ‘dotgo’ to DOTCOM (368266) to comment / ask a questionCHECK‐IN
>
TWEET
>
CONNECTJoin
the
global
conversa<on
at
h=p://socialmediaweek.org/nokiaconnects
    3. 3. Text DOTGO to DOTCOM (368266)
    4. 4. Cross Mobile Brand Strategy Text DOTGO to DOTCOM (368266)
    5. 5. Cross Mobile Brand Strategy1. Panelist intros2. Panel Discussion3. Q & A Text dotgo to DOTCOM (368266) to comment or ask a question Text DOTGO to DOTCOM (368266)
    6. 6. Text DOTGO to DOTCOM (368266)
    7. 7. Over 5 trillion text messages sent in 2010 Text DOTGO to DOTCOM (368266)
    8. 8. Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015 Text DOTGO to DOTCOM (368266)
    9. 9. Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015In the US more texts than calls since 2008 Text DOTGO to DOTCOM (368266)
    10. 10. Over 5 trillion text messages sent in 2010Almost 9 trillion by 2015In the US more texts than calls since 2008And half of all teens send 1500+ per month Text DOTGO to DOTCOM (368266)
    11. 11. Text DOTGO to DOTCOM (368266)
    12. 12. Why is texting so popular? Text DOTGO to DOTCOM (368266)
    13. 13. Why is texting so popular?Cross-device, cross-platform, cross-network Text DOTGO to DOTCOM (368266)
    14. 14. Why is texting so popular?Cross-device, cross-platform, cross-networkNo install Text DOTGO to DOTCOM (368266)
    15. 15. Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to use Text DOTGO to DOTCOM (368266)
    16. 16. Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to useDirect and personal Text DOTGO to DOTCOM (368266)
    17. 17. Why is texting so popular?Cross-device, cross-platform, cross-networkNo installEasy to useDirect and personalReliable Text DOTGO to DOTCOM (368266)
    18. 18. Text DOTGO to DOTCOM (368266)
    19. 19. Text messaging works. Text DOTGO to DOTCOM (368266)
    20. 20. Text messaging uses short code phone Text DOTGO to DOTCOM (368266)
    21. 21. Text messaging uses short code phone Text DOTGO to DOTCOM (368266)
    22. 22. Text DOTGO to DOTCOM (368266)
    23. 23. Short codes are great, but can’t be Text DOTGO to DOTCOM (368266)
    24. 24. Short codes are great, but can’t behaiti to 90999 sam2 to 75309taste to 68632 poll to 63103eqiq59 to 74139 over or under to30241declare to 64444 vets to 69866 Text DOTGO to DOTCOM (368266)
    25. 25. Text DOTGO to DOTCOM (368266)
    26. 26. And can’t be remembered... Text DOTGO to DOTCOM (368266)
    27. 27. And can’t be remembered...? to ????? ? to ?????? to ????? ? to ?????? to ????? ? or ? to ?????? to ????? ? to ?????? to ????? ? to ?????? Text DOTGO to DOTCOM (368266)
    28. 28. Text DOTGO to DOTCOM (368266)
    29. 29. DOTGO is the Internet for Text Text DOTGO to DOTCOM (368266)
    30. 30. Text DOTGO to DOTCOM (368266)
    31. 31. 1. Access any .com with DOTCOM(368266) Text DOTGO to DOTCOM (368266)
    32. 32. 1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266) Text DOTGO to DOTCOM (368266)
    33. 33. 1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266)MTV.com?Text MTV to DOTCOM (368266) Text DOTGO to DOTCOM (368266)
    34. 34. 1. Access any .com with DOTCOM(368266)NYTimes.com?Text NYtimes to DOTCOM (368266)MTV.com?Text MTV to DOTCOM (368266)Jetblue.com?Text Jetblue to DOTCOM (368266) Text DOTGO to DOTCOM (368266)
    35. 35. Text DOTGO to DOTCOM (368266)
    36. 36. 2. Create interactive, engaging dialogues with Text DOTGO to DOTCOM (368266)
    37. 37. 2. Create interactive, engaging dialogues withmybrand to DOTCOM Text DOTGO to DOTCOM (368266)
    38. 38. 2. Create interactive, engaging dialogues withmybrand to DOTCOM Reply 1 Text DOTGO to DOTCOM (368266)
    39. 39. Text DOTGO to DOTCOM (368266)
    40. 40. If you have a website, you can text it right now. Text DOTGO to DOTCOM (368266)
    41. 41. hiiʼm @farrahbostic iʼm a maker
    42. 42. i’ve been a...
    43. 43. i’ve been a... copywriter website developer account planner brand strategist qualitative researcher innovation specialist entrepreneur
    44. 44. this place pays me to be a Group Planning Director
    45. 45. But what I do is make digital things for clients…
    46. 46. But what I do is make digital things for clients… that are increasingly centered on mobile & social experiences.
    47. 47. the client: consumer electronics manufacturerthe target: makers of mobile culturethe idea: distributed, social content, created on, activated by, and
    48. 48. go beyond thinking of mobile as just a media channel
    49. 49. think of your brand as an API, and mobile as middleware
    50. 50. Brands
Must
Align
With
Current
Informa<on
Access
Pointsdiverse
insights
    51. 51. Advantages
of
Mobile
vs.Non‐Mobile
Marke<ng•
Omnipresence•
Reduced
targe<ng
errors
•
Improved
data
management•
Always
on
and
always
aware•
Loca<on
awareness•
In<mate
plaZorm
diverse
insights
    52. 52. Consolida<on
of
DevicesAddress
bookAudio
recorderCalendarCamera =Game
DeviceGPS Mobile
LaptopMusic
player 
 Device
Note
padRemote
controlTelephoneTelevisionWalletdiverse
insights
    53. 53. diverse
insights
    54. 54. When
Integra<ng
Mobile•
Create
or
refine
your
overall
brand
strategy•
Create
a
mobile
plan
and
implementa<on
course



that
is
informed
by
your
brand
strategy
and
posi<on
•
Research
and
study
your
customers’
mobile
behavior


and
informa<on
consump<on
preferences•
Understand
what
your
customers
(and
prospects)



expect
from
your
brand•
•
•diverse
insights
    55. 55. The
Most
Effec<ve
Tool
is
the
One
That
Your
Customer
is
Most
Familiar
Withdiverse
insights
    56. 56. Kris<n
 Volk
    57. 57. Rules
of
the
(mobile)
road
    58. 58. 1.
Integrate
mobile
into
your
overall
 connec;ons
plan brand ts co oin n su chp m er tou
    59. 59. 2.
Create
meaningful
human
experiences
by
 pueng INSIGHTS
 front
&
 center Insights
about
what
people
are
trying
to
do, 
what
the
brand
is
trying
to
do, 
and
how
people
use
media.
    60. 60. 3.
Recognize
that consumers
are
calling
the
 shots
these
daysUs
 
 
 
 ThemInterrupt
 
 
 Par;cipateMarket
to


 
 Entertain
&
informMonologue
 
 Dialogue
    61. 61. 4.
Play
by
the
new
rules “Tell
me
and
Ill
forget.











 
 Show
me
and
Ill
remember.

 Involve
me
and
Ill
understand.”
 
 
 



‐
Confucius,
500
BC
    62. 62. 5.
Harness
the
power
of
this
unique
medium
    63. 63. Lucky
Magazine’s
Mobile
Strategy Social
Media
Week February
11,
2011
    64. 64. Mobile
Program
Components• Barcodes
–
for
styling
videos
and
sweeps• Shortcodes‐
for
styling
videos,
sweeps
and
 product
credits• Lucky
At
Your
Service
Iphone
App
–
Launched
in
 February
2008• Strategic
Partnership
with
Foursquare‐
Launched
 in
2010
    65. 65. Metrics• Since
the
program
launched
September
2010
–
 January
31st,
we’ve
had
149,130
incoming
texts,
 over
51,005
unique
phone
numbers.• Based
on
December
breaks
sweeps,

6.7%
of
the
 entries
were
mobile.
• More
than
55,000
people
are
following
us
on
 Foursquare
(even
with
Twi=er)• 150,000
Downloads
of

LAYS
app• Mobile
does
not
tend
to
be
cannibalis<c,
it’s
an
 amplifier.

    66. 66. In‐Book
Promo<on
    67. 67. What
We’ve
Learned

So
Far• Incen<ves
are
key
to
increasing
metrics• Mul<ple
content
offerings
per
download
more
 desirable• Time/Money
Saver
or
<me
waster• Video,
slide,
<ps:
audience
is
delivery
agnos<c• Programs
build
over
<me
through
educa<on–
 clickthrough
rates
on
text
to
buy
went
from
23%
in
 October
2010
to
71%
in
February
2011• Android
has
caught
quickly

    68. 68. What’s
Next• Mobile
Shopping
experience:
phone
and
iPad• More
loca<on‐based
applica<ons
and
 partnerships
with
retailers
to
access
incen<ves
 for
Lucky

audience• Games• Constant
pursuit
of
cool,
new
tech• Real‐<me
interac<on
with
editors• Universal
shopping
carts
    69. 69. Cross-Mobile Brand Strategy Hosted by During the panel, Text ‘dotgo’ to DOTCOM (368266) to comment / ask a questionStefan
Gromoll,
Co‐Founder
&
CEO
‐
DOTGO
@dotgoFarrah
Bos;c,
VP,
Group
Planning
Director
–
Digitas
@farrahbos<cChi
Modu,
Brand
Strategist
–
Diverse
Insights
@diverseinsights
@chimoduMary
Gail
Pezzimen;,
Execu<ve
Producer
–
Lucky
Magazine
at
Conde
Nast
Publica<ons
@mgpezzKris;n
Volk,
VP,
Human
Experience
Strategy
Director
–
MediaVest
@sample wifi: smwjwt #smw11 #smwdotgoCHECK‐IN
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