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CETWorld- Mobile MediaCrossMedia
 

CETWorld- Mobile MediaCrossMedia

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This is a presentation about building a cross-media strategy in the converging landscape. How to bridge, social-online-mobile-digitalscreens.

This is a presentation about building a cross-media strategy in the converging landscape. How to bridge, social-online-mobile-digitalscreens.

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  • Digital Signage vs. Screen vs. Display vs. Kiosk 2007~2011 the world changes with the iPhone => iPhone In parallel, over the last 4 years social media => Facebook Chaos of fragmentation, but if we could step 5 years in the future…
  • Mobile is with you. Will Connect to Everything. It is a complement to other channels I worked for Nokia, and the Ex-President of the MultiMedia Dision
  • For 12 Years I worked at Nokia and ran 3 different business units. Mobile Search, Mobile Advertising, Games Business Started ADO in 2
  • Digital Hand. Analog Touch- Metaphor around what we have seen with the sensations of touch-screen technology Hand also is the guiding element, like a “conductor and the orchestra” I tend to bundle all of Digial ( Online/Desktop/ TV/ In-Home/ Outdoor… in the the digital screens. Connected to the cloud, yet the context of personal or public……. A drive-in restaurant, nobody driving in not personal. Get up-close and connected then becomes personal….. This connection to mobile will happen automatically. Started with SMS/Qrcodes  Bluetooth/wifi/NFC…. ( I put my money in Wifi, Then NFC)
  • Out of all the movement in social, the key thing that jumped out is “collective intelligence” getting aligned- not just 1-to-1 conversations, but 1-to-many, that Digital screen will be a gateway to that world.
  • Running joke in the mobile world …. When is the year of mobile, so say the decade We look at it that with social, and digital running fast, it is more like 2012 is the year of convergence.
  • Example of the Million Fans Club… 800M people there, Brands have to be there. Growing at a rate of 20K~100K/day….
  • Social at the core of connectivity, The Fraternity vs. the Library….
  • Animating the un-Animated…. Cities/shops/can come alive. Have you seen the corning glass- you-tube video. A must. Ray Kurweil, Singularity…. There is a another dimension to this the Virtual Screen/ Kind AR, etc… but I will keep it simple for us on marketing as the digital screen. “ Story” Blue-tooth…. People could not grasp it if they could not see it…. Needed to touch something. iPhone that changed everything was the Touch Screen. Keep an eye on the user Behavior of how we interact with screens…. ( Touch will be wih us for a long time as it is a very strong behavior)
  • Used everywhere but the key is the content and the context of the different ones that make up that actual solution.
  • Dwell, Standing infront of it. The new metric. What I think is interesting for this metric is the “ momentary” time to where you enter that other world, the Gate. We all see them at the Airport when we do airport security, How many of you have been to Vegas, Just think of the recollection of the Probably the largest opportunity in my mind for moving from a static back-lit neon billboard to a digital screen.
  • Using screens to complement the transaction, from menus to pay, delivering Using text messaging to pay for things….
  • Using services to bring value at that point in time through the interactivity…
  • Eventually they will be everywhere Cost? ROI ? Platform Ubiquity Value-add in the connectivity with cross-media Personal vs. Public/ multi-modal Times Square screens are now all mobile enabled, Even the likes of Forever 21 is “Social Media” Enabled
  • Real value proposition
  • If you do not have the right mobile strategy, your competition will and you will miss opportunity. Had a good discussion the other evening. On the race horse track you need to be ahead to win….. Well the race has become, no going back, Get your stragety and budget now. 2007~2010 were times to test and think, now it is really here.
  • インターネット りようしゃ よそう
  • Smart phone mania 50% by 2012, totally converged… Android is now in over 30 devices in China People are accessing the internet even before getting a PC In Q2 this year Japan had more PV on Mobile then PC.
  • US +56% EU5 +75 according to comScore You never need to drink alone thanks to mobile social media!
  • Sharon
  • SMS vs. QR code…… “hey we are mobile” Ran a campaign for FashionWeek drives traffic
  • Apps as Ad-units…..
  • Digital Hand. Analog Touch- Metaphor around what we have seen with the sensations of touch-screen technology Hand also is the guiding element, like a “conductor and the orchestra” I tend to bundle all of Digial ( Online/Desktop/ TV/ In-Home/ Outdoor… in the the digital screens. Connected to the cloud, yet the context of personal or public……. A drive-in restaurant, nobody driving in not personal. Get up-close and connected then becomes personal….. This connection to mobile will happen automatically. Started with SMS/Qrcodes  Bluetooth/wifi/NFC…. ( I put my money in Wifi, Then NFC)

CETWorld- Mobile MediaCrossMedia CETWorld- Mobile MediaCrossMedia Presentation Transcript

  • CALMNESS AFTER THE STORM: Executing the Right Digital Strategy Cross-Media (Digital Screen/Social/Mobile) Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents
  • Overview
    • The Storm 1) Social 2) Digital Screens 3) Mobile The Converging Landscape- Digital/Online
    • The Calm 10 Key Considerations
    • The Responsive Screen/ Convergence Strategy
  • Digital Hand . Analog Touch Mobile Cross-Media Strategies Outdoor Radio TV Print Our Vision 0329 LM 0329 LM 0329 LM Interactive Focused Revenue Growth with Convergence Media-Mix “ Touching Everything” Digital
  • ADObjects , Inc. unded 2007 New York | Tokyo | Vancouver Launching 11.11.11
  • The Sea Change: Touching Everything ? Community You Screens Social Mobile Digital
  • Social (Collective Intelligence)
  • 1 Main Social Network Real Community and Sharing Facebook found a way to bring some simplicity to this chaos for marketers Alto Consulting ( Australia)
  • 2X Shift Mindset over 1 Year 36% >80% 2010 2011
  • Courtesy of http://Dreamgrow.com … . with of the many trends of social media CONTEXT is of critical importance for marketers..
  • Goal: Best Use Social Media to reach your Market/Customers (Social CRM) Existing Social Media Own Content Market (Facebook, MySpace, Twitter, Linked-in, etc.) (Blog, Website, Applications) Face to face Phone / SMS E-mail Letter Fax Website Business Partner POS SOCIAL CRM (Tools) New Marketing Old Marketing
  • Key Methodology: Measurement of “Engaged Fans” /CRM … .Once Grow Fans, the key is to get them Engaged with your Brand
  • Social Marketing Engagement Cycle Social Check-In/ Website Engagement Engagement App Grow Fans Engaged Sharing Fans
  •  
  • Step-1 Summary: Leveraging the Cross-Media Facebook “Verbs” and Social CRM
  • Digital Screens (Animating the un-Animated)
  • Screens are Everywhere …… .and we are just at the tip of the iceberg on connected experiences Access Amount (Private) Access Experience (Public) DOOH/ kiosks/etc… In-Home Desktop Netbook Tablet Phone >10X Day <10X Day >10X Week >10X Week <10X Month
  •  
  • Screen Cross-Media “Dwell”
  • Screen Cross-Media “Convert”
  • Screen Cross-Media “Search and Game”
  • Touch Points for Digital Displays Times Square Digital Screens Major Stadium Boards Shops Display Cases Rented Rented or Owned Owned Over Time and Cost Reduction My Refrigerator My Car Glass My Mirror Inventory Value/ Viewers 2011 What will it take before true ubiquity?
  • Step-2 Summary Connecting the Screen to build the Relationships= Revenue ( What is behind the screen is just as important)
  • Mobile (Personal & Every Moment)
  • The Inflection Cross-Over is Here
  • By 2013 the Worlds Internet Like the Ocean that surrounds us!
    • By 2013 ~2B Users Internet Around the World
    • Mobile Internet Users passes Online 2010
    • >700M Websites today Online
    • Yet only Several 100K’s of Applications
    525 Million ~400 Million
  • Therefore.. World’s Internet = The Mobile Internet ( No Different) Japan/Korea China/Asia 940Million Europe/Middle East & Africa   600   Million Media Leading Edge Media Size Media             Fragmentation North/South America 525   Million Long-Term do you honestly think there will be separate Facebook/Apple/ Android/ RIM/ Windows/ S60 Application World Wide Webs?
  • 5B users of mobile data in 5 years
  • More over…How would your business survive if your Web Site was Down? Not having a the right mobile strategy for your Website is like having your site inoperable 1~2 Days of the week ( >20% Access)
  • Store 82% Sporting event 36% Doctor’s office 55% Opportunity Cost or Lost: Extremely High Usage In- Store >60% of Smartphone users have done a Mobile Search In plane 14% In church 7% Movie Theatre 17%
  • VS. Mobile Online Mobile is a Better Loop-Closer 9% 9% 15% 14% 10% 12% 2% 3% 6% 3% 2% 2% 0% 5% 10% 15% 20% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007 - December 2009 Mobile Norms Online Norms Delta: Exposed - Control
  • SMS Here to stay….. Smart Phone #1 Because the SMS inbox is so Hyper-Personal
  • The App: Must Have the Right Purpose vs. Brand Marketing Engagement and Loyalty
  • Again is an App right for Me? Still only less then 30%, Internet 40%
  • Mobile has Enabled the Flip the Funnel Every Connected moment is a chance to communicate
  • The New Strategic Marketing Paradigm The Customer Hourglass looks at the entire experience Jeremiah Owyang ( [email_address] ) Tasti-D-Lite rewards brand advocates with points that translate into free products Kraft’s top selling iFood app keeps cooks coming back w/ recipes, coupons, & sharing features Delta flyers board with e-boarding passes
    • “ Leaving money on the table”
    • by not Leveraging
    • Core Revenue Generating Web Assets to M obile
    ADObjects, Inc © all rights reserved
  • My Epiphany- Calmness ( it all connects back to the web/cloud)
  • Summary Touching Everything RESPONSIVE WEB BASED STRATEGY (HTML5) Leverage Every Moment The Connected Intelligence Animating un-animated objects Social Mobile Digital Screens
  • Responsive Design and Strategy Phrase Coined in 2010 by Ethan Marcotte in his Book- ( We at ADO like to call it CROSS-SCREENING)
  • Example: BostonGlobe.com
    • Search and User Behavior
    • Social Sharing & Discovery “Ubiquity”
    • Web vs. Apps
    • Avoiding Fragmentation (Compatibility Hell)
    • Cross-Screen App
    • Cross-Media monetization ( Ads/Shops)
    • One CRM & One Database (Social CRM)
    • Contextual UI ( Location, Time, Behavior)
    • Rich User-Experiences ( Video)
    • Cross-Media Analytics
    10 Key Considerations
  • 1) Search for all Assets: Deep linking is critical Must be 1-to-1 parity with Content Links
    • Shared Links Online-2-Mobile-2-Tablet is Exploding
    • Facebook 30% mobile users and that will likely hit over 50% by the end of 2012
    • Only Google attracts more US visitors than the over 45M Facebook gets per month on mobile web
    • Nearly 30% of US mobile users access versions of Facebook – over 64 million
    2) Social Link together: Exponential Discovery 1) Grow 2) Engage 3) Share 4) Viral Like Drives to Social Like Drives to Social
  • 3) Apps: The Responsive Web to Deliver Apps Best Method of App Discovery is via Web ( Mobile Landing Page or Mobile Banner) WEB MUST BE FIRST
    • Apps need to be re-releases for each different version of OS. Why deal with the costs each time Apple/Android/Blackberry/Microsoft, etc… launches new Version.
    • HTML5 is giving the experience of Apps, Convergence of all API’s ( Picture upload, link to internal apps, etc.. Will be coming by 2013. It is Google’s priority)
    4) Avoiding Fragmentation | Compatibility Hell All Android, iOS, Nokia, RIM S ame browser = HTML5 BlackBerry
  • Website Notebook Tablet Smartphone 5) Cross-Screen Applications: Multi-view Integration Confidential © ADObjects Inc, All Rights Reserved HTML5 Apps is becoming Ubiquitous: Now possible 1X across multiple formats ( Does not exist just an example around Responsive Maps) Conceptual Only
    • Mobile Advertising has come a long way in technology of Rich-Media HTML5 Ad Units.
    • Selling online can be extended to offering an upsell opportunity for mobile!
    6) Cross-Platform ( HTML5 Ads) 1/2 Mobile is 6x more effective as a branding medium ( Insight Express) Engagement Direct Response Branding Experiential
    • Companies like Pandora, Amazon created HTML5 Web Apps
    • Interactive Content Rich-Media HTML5 Ad Units extend to iPad
    6) Cross-Platform ( HTML5 Ads) 2/2 Mobile is more then just Smart Phones. Rich media Ad Units
    • Does not matter where you sign-up, Access everywhere
    • Can lead some unique Freemium models as well as ARPU calculations cross-platform
    • Social Widgets are also pervasive
    7) One CRM/ One Data-base ( i.e. NYTimes Digital Subscriber) Business models for Publishers Evolving Cross-Media
  • 8) Contextual UI ( Location, Time, Behavior) Different optimized Layouts for different screens Guide Board/ Menu Tablet Mobile
  • 9) Rich User Experiences ( Video, Games) Technically make sure, Rich Media with social share work across screens Safetyathome.com ( UL) UI Example
  • 10) Gold in the Cross-Screen Data: Analytics Put your resources and time into the analytics bit.ly/100ways ( 100 Ways to Measure Social media) Real-time Data (Evolve investment & strategy) Panel Data (Define Business Plan/Model) By David Berkowitz, 360i
  • Summary: Pulling it all together CMS Data-Analytics CRM eCommerce Solutions Connect Retail/ POS/ Inventory/ Logistics/ Systems Connect to Cloud and HTML5 Web Solutions Systems Smartphone Tablet Desktop ( Website) Digital-In-Store Digital-Outdoor Web Based/ Cloud System
  • Simply: Calmness after the storm Think Responsive Web
  • THANK-YOU [email_address] @adobjects #MXMEvents [ come to ADOstrategies.com to get the Presentation] 11.11.11