Tim Hayden keynote: Media App Summit

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Tim Hayden keynote: Media App Summit Tim Hayden keynote: Media App Summit Presentation Transcript

  • Reaching  &    Keeping  the   Mobile  Audience      Tim  Hayden/@TheTimHayden  ●  December  3,  2012  ●  New  York  
  • Think     Mobile  Behavior   before    Mobile  Technology  
  • TODAY’S  DIGITAL  ECOSYSTEM   MOBILE  TECHNOLOGY  AND  BEHAVIORS  PART  OF  EVERYTHING   Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND WEBSITES LOCATION BASED social sharingsearch engines BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
  •   MOBILITY    is  Life  Home   Work   Store   Play  
  • Mobility  is  a     Behavior       (it’s  about  the  individual,  not  the  device)
  • Tablets  =  “Lean  Back”  •  Primary:  Apps   •  Shopping:  M-­‐Commerce  •  News/Media   •  Games  •  Long  Form  Content   •  U^lity:  Home  &  Business  
  • Smartphones  =  “On-­‐the-­‐Go”  •  Primary:  Tex^ng   •  Shopping:  Deals/Payments  •  Social   •  Games  •  Search/Inquiry •  U^lity:  Life  &  Play  
  • “Content  is  infinite,  yet   Time  remains  finite.”       -­‐  Steve  Rubel,  Edelman  Clip  Report  II,  August  2012
  • the Desktop Hour the Mobile Hour email webemail socialweb textsocial appother call other
  • (all)  Media   is  now  interdependent       (and,  that’s  a  good  thing…for  everything)
  • Offline  is  the  New  Online  Source:  Our  Mobile  Planet:  United  States,  Google/Ipsos  OTX  MediaCT,  US,  May  2012  
  • Second  Screen/Social  TV  
  • News  that  finds  us   Web News Culture
  • News  that  we  find  
  • NPR: Sideways Traffichttp://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
  • Mobile  Search   as  a  technology…  Google  has,  and  will,  change  the  rules  on  how  your  site  is  indexed:    ARE  YOU  MOBILE  FRIENDLY?    ARE  YOU  NEARBY?    DO  YOU  HAVE  VIDEO?    ARE  YOU  POPULAR?     …as  a  behavior  
  • Relevance     &   Brevity  Rule  the  Moment  
  • Adap^ve  &  Reac^ve  Design  
  • The  Mobile  [web]  Moment  The “Click” - Origination DATA Reports/ Views/Dashboard Search   Social   Responsive/Reactive Content Web   Email   Media / Apps Broadcast   Offline   Analytics Content   CRM Data   POS Search Mgmt Social Content Content Command Center  ASribtuTon    Measurement/Analysis
  • Social Media ClickStreamIntegra^on  is  Key   CRM Transactions Email App(s) SMS/MMS
  • Social Media ClickStream UIDs:    email  address   CRMphone  number   Transactions Email cookie   Facebook  ID   App(s) SMS/MMS
  • The Investment & Responsibility More  $     ≠    More  Users  
  • “Go  Mobile,   OR  Go  Out  of  Business”  
  • Thank  you.  Ques^ons?           Tim  Hayden   ^m.hayden@edelman.com   @TheTimHayden