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The Director Forum Social & Mobile Feb 2011 Hugh Griffiths
 

The Director Forum Social & Mobile Feb 2011 Hugh Griffiths

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Mobile and Social - Observations Past Present and Future

Mobile and Social - Observations Past Present and Future

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The Director Forum Social & Mobile Feb 2011 Hugh Griffiths The Director Forum Social & Mobile Feb 2011 Hugh Griffiths Presentation Transcript

  • Social & Mobile Observations – Past Present & Future March 3 rd 2011 Hugh Griffiths www.digitalpotential.co.uk
  • Hugh Griffiths Digital Potential Other Experience Non Exec Director of PhonepayPlus 2010 - The UK Mobile Marketing Association Board 2007 – 2008; The Mobile Entertainment Advisory Board 2005 – 2008; Monthly Columnist in Revolution Magazine 2002-8; Contact Details Email: [email_address] Mobile: +447712 39712 Twitter: hugh_griffiths Over 15 years experience across Online and Digital TV and Mobile. Helping organisations define and implement their digital service strategies. Specialising in mobile but also operating in fixed line Internet businesses Director Mobile Services at Microsoft 2007 – 2009 VP Data Products and Content at O2 Telefonica 2001-2007 Managing Director at iTouch 2000 – 2001 (Independent News and Media owned start up) Previously with: Cable & Wireless, 3i, Proctor & Gamble
  • Social & Mobile Observations – Past Present & Future
  • The mobile is primaily a communication device – therefore ‘social media’ has always driven mobile consumption. Source: Ericsson reported in Mobile Entertainment – March 25th 2010 Slide
    • 1999 - SMS Interoperability, Premium Rate SMS launched, Wap launched.
    • 2000 - First Wap services/portals, Speedy Tomato, Vizzavi, Genie launched etc.
    • 2001 - Wap portals, Wap Chat, Dating etc. First applications.
    • 2002 - MMS & Colour Screens launched.
    • 2003 - 3G Networks launched, Games, IM.
    • 2004 - Multiplayer gaming
    • 2005 - Mobile TV. Wap Chat represents 25% of all traffic. RIM launches BBM.
    • 2006 - Banner advertising launched by many operators and third parties
    • 2007 - Launch of iphone, Facebook on Mobile.
    • 2008 - Launch of the Apple app store, Android, Twitter on Mobile,
    • 2009 – RIM apps, Microsoft Marketplace.
    • 2010 - Mobile Media Metrics launched in the UK. Google goggles.
    • 2011 - ?
    2000 – 2010 review of Mobile services Social media has driven mobile ‘data’ consumption
  • ‘ Mobile data traffic overtakes voice’ Source: Ericsson reported in Mobile Entertainment – March 25th 2010 Slide
  • Social & Mobile Observations – Past Present & Future
    • Mobile is increasingly becoming the platform of choice for social media, particularly with the growth of smartphones
    • 16-24 year olds in the UK do one fifth of their social networking through mobile Souce - Ofcom : the communications market Aug 2010
    • 10 million of Facebook’s c. 33m active daily users access via mobile
    • Twitter has been designed for mobile access from the start
    • The mobile experience is more intimate, offering huge opportunities for connecting with individuals
    • Facebook mobile contains no advertising, making newsfeeds crucial
    The importance of mobile
  • Mobile is enabling the ‘Real-time Web’
    • Aka ‘The Live Web’
    • Most time critical, active parts of the internet
    • Newswires and listings services increasingly supplanted by social tools, particularly Twitter, for live, real-time information
    • Audiences are more active and engaged
    by Andy Gibson and Amanda Gore - Commercial in Confidence “ The Live Web will help drive the Intention Economy… [It is where] you have customers who are ready to buy. Intention in a marketplace is what you get when the customer's mind is made up. There's no marketing in the Intention Economy. Just sales.” – Doc Searls , co-author, The Cluetrain Manifesto http://www.searls.com/doc/2006reboot8/
  • The 500lb Social ‘Gorillas’ Facebook 500m users globally Web Origin ‘ Private’ Look at Me/You! Good for Products Twitter 190m users globally Designed for Mobile ‘ Public’ Look at That! Great for Services
  • Social Media & Brands
    • Enables individuals
    • Empowers individuals
    • Forces companies to deliver ..
    • It can turn this... …into this
    Social Media is not one of a brands ‘channels’ and you can’t control it.....
  • Case Study United Breaks Guitars The song became an immediate YouTube and ITMS hit in July 2009. $150 to make the video 10m+ YouTube views 27,193 comments (mostly citing bad experiences) 250 media interviews Media coverage in CNN, Fox, Time, local, national and international press 50,000 hits a day to their own website http://www.youtube.com/watch?v=5YGc4zOqozo "United Breaks Guitars" by Canadian musician David Carroll
  • United Breaks Guitars
    • A spike was tracked in social chatter about United Airlines just after United Breaks Guitars went live, especially on Twitter.
    • Positive sentiment down from 34% to 28%; negative increased from 22% to 25%;
    • Traditional media was worse - positive stories dropped from 39% to 27%, while negative stories increased from 18% to 23% .
    • The Times newspaper reported that within 4 days of the video being posted online, United Airline's stock price fell 10% , costing about $180 million in value.
  • How Virgin America get it right
    • Virgin America flight in 2010 - Delay announced
    • A passenger on his mobile, “filed” a complaint on his Twitter profile, giving his seat number and the flight number.
    • The Virgin America department that followed social networking sites spotted the tweet.
    • A technician was dispatched and the problem was solved before the plane took off. http://www.hurriyetdailynews.com/n.php?n=complaints-through-twitter-2010-01-26
    “ We’re very open to being criticised on Twitter and Facebook, because it’s legitimate. Any bad experience young people have matters, I want to know that now.” Louise MacDonald , Chief Executive, Young Scot
  • UK Airlines A transparent graph supplied by Linkdex showing how some UK airlines are found online. As can be seen, rather like PR, social is almost non existent.
  • Other services Brands
  • O2 Media O2 More – 1.4M customers opted in the receive messages Wide range of services – Messaging/Click to call/M-Site/App/Video/Rate Location based messaging: “ The most ambitious deployment yet of newlocation-based wireless marketing technology” FT Also develop bespoke app through partnership with Golden Gekko
  • Location
    • For donations.. During SXSWI 2010 Microsoft and Paypal donated $0.25 to Save The Children’s Haiti Relief for every checked-in (on Foursquare) to an Austin, Texas venue (donations in excess of £15k).
    • Dominos Pizza has attributed it strong growth in online sales to promotions on Foursquare
    • Facebook Places launched in November 2010
  • Augmented Reality http://www.youtube.com/watch?v=U2uH-jrsSxs
  • Social & Mobile Observations – Past Present & Future
  • What’s in store? Slide
    • More on Location / AR in 2011
    • Mobile Payments
    • Wearable Technology
    • Interaction between screens
    Video
  • Planning for the future? “ At some point, social media may hit a tipping point and become more important than anything, and at that point you want to have made all your mistakes and have trained your organisation in it.” Ted Hunt, Digital Manager, Innocent
  • Slide Thank You Questions? Hugh Griffiths www.digitalpotential.co.uk Email: [email_address] Skype: hugh_griffiths Twitter: hugh_griffiths