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
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 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
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.
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
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