Responsive Web Cross-Media and Mobile

CALMNESS AFTER THE STORM: Responsive Web Cross-Media Strategy (Digital/Social/Mobile) Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents

Today’s Story
The Storm 1) Social 2) Digital 3) Mobile The Converging Landscape
The Calm Value Proposition ( 10 core reasons) The Responsive Screen/ Convergence Strategy
A Concluding Case Study
LG Fashion Week

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 Responsive Agency Launched 11.11.11 * Mobify based * *

The Sea Change: Convergence ? You Me World 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

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) © ADObjects-Inc All Rights Reserved Face to face Phone / SMS E-mail Letter Fax Website Business Partner POS SOCIAL CRM (Tools) New Marketing Old Marketing

Key Methodology: “Engaged Fans” (Fan CRM) … .Once Grow Fans, the key is to get them Engaged with your Brand

Usage: 24 Min/ Day 3.3 Times/Day Source: ComScore Facebook Mobile 1.5X Desktop Facebook Mobile Facebook on PC Usage: 27 Min/Day 2.3 Times/Day

Social Summary: Cross-Media Social CRM with Facebook A Cornerstone to Marketing Strategy

Digital World (Screens) (Animating the un-Animated)

Connected Screens are Exploding …… .and we are just at the tip of the iceberg on connected experiences Access Amount (Private) Access Experience (Public) © ADObjects-Inc All Rights Reserved DOOH/ kiosks/etc… In-Home Desktop Netbook Tablet Phone >10X Day <10X Day >10X Week >10X Week <10X Month

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? © ADObjects-Inc All Rights Reserved

The Turning Point ( Purchase Moment) Interactive Glass at the Point of Sale

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
Therefore
the Worlds Internet =
Mobile Internet
© ADObjects-Inc All Rights Reserved 525 Ｍｉｌｌｉｏｎ ~400 Ｍｉｌｌｉｏｎ

The Inflection Cross-Over is Here

Store 82% Sporting event 36% Doctor’s office 55% (Smart Phones) Opportunity Cost or Lost: Extremely High Usage In- Store >60% of Smartphone users have done a Mobile Search © ADObjects-Inc All Rights Reserved In plane 14% In church 7% Movie Theatre 17%

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

1) Poor Mobile Presence (Website=Mobile) 1) Search for Beyonce * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User can not even get to a proper usable page ! ADObjects, Inc © all rights reserved © ADObjects-Inc All Rights Reserved 2) >1Minute to load 3) Non-Working Website (This would piss me off, if I was Beyonce)

2) Silo’d Mobile Web Site 1) Search for info about SNL * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User Needs 5-Actions to get to SNL Landing Page! ADObjects, Inc © all rights reserved © ADObjects-Inc All Rights Reserved 2) Mobile Site Home 3) Scroll Down 4) Scroll Down 5) Then get to an SNL Landing page only…..

Ah-ha Moment Calmness ( it all connects back to Ubiquity) “ Leaving money on the table” by not Leveraging Core Revenue Generating Web Assets to M obile

Touching & Connecting Everything RESPONSIVE WEB BASED STRATEGY (HTML5) Leverage Every Moment The Connected Intelligence Animating un-animated objects © ADObjects-Inc All Rights Reserved Social Mobile Digital Screens

Shared Links Online-2-Mobile-2-Tablet is Exploding ( Fan-Engagement)
Facebook mobile users and that will likely hit over 50% by the end of 2012 (>500M )
Only Google attracts more US visitors then the 45M Facebook gets per month on mobile web
30% of US mobile users access 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 © ADObjects-Inc All Rights Reserved

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 © ADObjects-Inc All Rights Reserved

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 (Example around Responsive Maps App) Reference 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 © ADObjects-Inc All Rights Reserved

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 © ADObjects-Inc All Rights Reserved

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) Holistic CRM/ One Data-base ( i.e. Boston Globe Digital Subscriber) Business models for Publishers Evolving Cross-Media sms,email,social crm © ADObjects-Inc All Rights Reserved

10) Pulling together the Cross-Screen Data: Analytics Put your resources and time into the Analytics bit.ly/100ways ( 100 Ways to Measure Social media) By David Berkowitz, 360i

Simply: Calmness after the storm Think Responsive Web

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 © ADObjects-Inc All Rights Reserved

THANK-YOU [email_address] http://ado.cm mobile responsive web solutions

Responsive Web Cross-Media and Mobile

by Matthew Snyder on Dec 14, 2011

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