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The moveable brand

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Transcript

  • 1. THE MOVEABLE BRAND November 30, 2011
  • 2. Dan WeingrodHelping Brands and BusinessesParticipate on the Internet
  • 3. http://www.flickr.com/photos/igboo/
  • 4. "Every two days now we create asmuch information as we did from thedawn of civilization up until 2003. " - Eric Schmidt, CEO Google
  • 5. 60% OF APPLE’S SALESare from products that did not exist 4 years ago
  • 6. USERS SPEND MORE TIME ON SOCIAL NETWORKS than they do on portals
  • 7. GOOGLE’S US REVENUEwill soon exceed total US newspaper revenue
  • 8. PEOPLE SPEND MORE TIME ONLINE50% 43% 8%25% 25% 16% 8%0% Print Radio Television Internet & Mobile than they do with print and radio combined
  • 9. All ConnectedAll Content Creators
  • 10. MOBILE
  • 11. Pop Quiz Name the country that allows opening and funding of bankaccounts and money transfer using mobile phones?
  • 12. Finland? UK?Japan?
  • 13. Kenya 2013 +100% 2011 39M 63% 2008 24.9M 39%14.3M
  • 14. M-PESA12 Million customers$15.6 M transfer fee
  • 15. Micro LoansCrop SalesHealthcareCommerce
  • 16. Dumb Phoneshttp://www.flickr.com/photos/yisris/267108001/
  • 17. http://www.flickr.com/photos/whiteafrican/2736558918/ http://www.flickr.com/photos/zoetnet/4669800101/ Essential Accessory
  • 18. 77%of the planet owns a mobile device
  • 19. TABLETShttp://www.flickr.com/photos/coolmikeol/4495161742/
  • 20. Mobile = Phone Mobile = Access Mobile = ContentMobile = ConnectionMobile = Commerce
  • 21. ACCESShttp://www.flickr.com/photos/video4net/4103102579/
  • 22. NOWhttp://www.flickr.com/photos/richardland/1325457040/
  • 23. BORED NOW REPETITIVE NOW URGENT NOWhttp://www.flickr.com/photos/richardland/1325457040/
  • 24. Contexthttp://www.flickr.com/photos/st_a_sh/493343628/
  • 25. FOURSQUARE
  • 26. WAZE
  • 27. SHOPKICK
  • 28. SCVNGR
  • 29. Contenthttp://www.flickr.com/photos/ccacnorthlib/4131837946/
  • 30. AUGMENTED REALITY
  • 31. LAYAR
  • 32. WIKITUDE
  • 33. Connectionhttp://www.flickr.com/photos/simondee/2970528440/
  • 34. Mobile Enables Social
  • 35. 2009 - 2010 users doubled 150 Million active users2X activity of non-mobile users
  • 36. 10 Million users in less than 12 months 26 photos uploaded per second
  • 37. Commerce
  • 38. Google Wallet
  • 39. ZMOT
  • 40. Mobile DNA• Functional• Seamless integration• Not about interruption• Context sensitive• Content availability
  • 41. App DNA• Useful• Simple• Informational• Delightful
  • 42. UTILITY RULES• Immediate access• Help me do something now• mobile resource• Just in time information
  • 43. THE MOVEABLE BRAND• brand available anytime anywhere• Customer context matters• enhance communication, build loyalty and utility• Brand is a part of the consumer’s life
  • 44. SURFACE DATA• Find data about your company or customers• Surface it in a relevant way• Build conversational hooks• Privacy concerns
  • 45. LISTEN AND LEARN• Createopportunities for discussion• Comment boxes, forms, ratings• Listen to the conversation• Join the discussion• Promote key community members
  • 46. ENGAGE• Use mobile for contextual conversation• Build sharing among consumers and Brand
  • 47. ENTERTAIN• Games or puzzles• Videos• Consumer participation
  • 48. MAKE IT SOCIAL• Leverage existing social platforms• Mobile activities related to Facebook page• Build commentary and information
  • 49. THE MOVEABLE BRAND• thebiggest shift in communication and behavior since the PC• We are still learning•A more connected world• Opportunityto link in new and sustainable ways
  • 50. The Near Future?http://www.youtube.com/watch?v=g7_mOdi3O5E
  • 51. Thank YouQuestions?