Go Mobile or Go Out of Business - BOLO 2012 Keynote - 10-8-12

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Slides from my keynote talk at BOLO 2012 in Scottsdale, AZ. Many thanks to Bret Giles, the AgencySide team and all of the attendees.

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Go Mobile or Go Out of Business - BOLO 2012 Keynote - 10-8-12

  1. 1. Go Mobile…Or, Go Out of Business. Tim Hayden ● @TheTimHayden ● #bolo2012
  2. 2. Why mobile? (why should we care?)
  3. 3. We’ve been upright and walking *mobile+ for more than 4 million years… …and, we’ve been sitting on our tails, typing, for less than 200 years.
  4. 4. EMPOWERING LIBERATING REWARDING50% US (70%+ Asia/Europe) ~40% of USsmartphone users owned device < 1 year smartphone ownership
  5. 5. So, where doesMobile fit? (uh, everywhere…)
  6. 6. TODAY’S DIGITAL ECOSYSTEM THE CURRENT DIGITAL ECOSYSTEM: WEB, SOCIAL, MOBILE, SEARCH Internal Properties (Intranets etc.) Mobile Properties CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND search engines WEBSITES social sharing BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid + Earned Earned
  7. 7. TOMORROW’S DIGITAL ECOSYSTEM MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND search engines WEBSITES LOCATION BASED social sharing BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
  8. 8. MOBILITY is LifeHome Work Store Play
  9. 9. Mobility is aBehavior(s) (it’s about the individual, not the device)
  10. 10. Tablets = “Lean Back”• Primary: Apps • Shopping: M-Commerce• News/Media • Games• Long Form Content • Utility: Home & Business
  11. 11. Smartphones = “On-the-Go”• Primary: Texting • Shopping: Deals/Payments• Social • Games• Search/Inquiry • Utility: Life & Play
  12. 12. Mobile isGamechanging… (a few disruptive realities…)
  13. 13. Offline is the New OnlineSource: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
  14. 14. Second Screen Experiences
  15. 15. Don’t forget, it’s still a phone (and we still use it as one)
  16. 16. Clickable phone # or thison each page of site/app
  17. 17. Remember, it’s a camera (and we love it!)
  18. 18. The Rise of the Supply Side
  19. 19. Data is Everywhere
  20. 20. Offline  Online EDUCATE DELIVER & &  INSTRUCT REWARDINTRIGUE ACTIONABLE & &SUSPENSE CONVERT & Go SOCIAL
  21. 21. Relevance & BrevityRule the Moment
  22. 22. Responsive & Reactive Design
  23. 23. Mobile Searchas a technology…Google has, and will, change therules on how your site is indexed:ARE YOU MOBILE FRIENDLY?ARE YOU NEARBY?DO YOU HAVE VIDEO?ARE YOU POPULAR? …as a behavior
  24. 24. Social is now immediate Engage Re-direct Privately NO NO YE YE S S Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? NO YE Community NO S Managers NO YE Expertise S Product Can CM Engage with Assess help? Privately product? YE S Participant upset? Monitor Conversations !! Complaint !! Is Company Is topic Positive Proceed engagement Proceed sensitive? outcome? NO positive? YE YE S S Community YE NO NO S Legitimate? Engage ?! Other issues !? Assess Proceed Privately YE S NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT
  25. 25. Decline in Social Media & Online Attention We have better things to do, places to go and people to see. It is illegal in almost every state (US) to look at/touch your phone while driving. Apps, SMS texting, Apps, email, Apps!We run into each other if we stare at our phones while walking.
  26. 26. The Investment &Responsibility
  27. 27. More $ ≠More Users
  28. 28. Social Experiences ClickStreamIntegration is CRM Key Transactions Email App(s) SMS/MMS
  29. 29. Social Experiences ClickStream UIDs:email addressphone number CRM cookie Transactions Email Facebook ID App(s) SMS/MMS
  30. 30. Think Mobile Behavior beforeMobile Technology
  31. 31. Thank You,BOLO 2012! Tim Hayden SVP, Mobile Strategy @TheTimHayden tim.hayden@edelman.com

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