Tim Hayden keynote: Media App Summit

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Tim Hayden keynote: Media App Summit

  1. 1. Reaching  &    Keeping  the   Mobile  Audience      Tim  Hayden/@TheTimHayden  ●  December  3,  2012  ●  New  York  
  2. 2. Think     Mobile  Behavior   before    Mobile  Technology  
  3. 3. 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
  4. 4.   MOBILITY    is  Life  Home   Work   Store   Play  
  5. 5. Mobility  is  a     Behavior       (it’s  about  the  individual,  not  the  device)
  6. 6. Tablets  =  “Lean  Back”  •  Primary:  Apps   •  Shopping:  M-­‐Commerce  •  News/Media   •  Games  •  Long  Form  Content   •  U^lity:  Home  &  Business  
  7. 7. Smartphones  =  “On-­‐the-­‐Go”  •  Primary:  Tex^ng   •  Shopping:  Deals/Payments  •  Social   •  Games  •  Search/Inquiry •  U^lity:  Life  &  Play  
  8. 8. “Content  is  infinite,  yet   Time  remains  finite.”       -­‐  Steve  Rubel,  Edelman  Clip  Report  II,  August  2012
  9. 9. the Desktop Hour the Mobile Hour email webemail socialweb textsocial appother call other
  10. 10. (all)  Media   is  now  interdependent       (and,  that’s  a  good  thing…for  everything)
  11. 11. Offline  is  the  New  Online  Source:  Our  Mobile  Planet:  United  States,  Google/Ipsos  OTX  MediaCT,  US,  May  2012  
  12. 12. Second  Screen/Social  TV  
  13. 13. News  that  finds  us   Web News Culture
  14. 14. News  that  we  find  
  15. 15. NPR: Sideways Traffichttp://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
  16. 16. 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  
  17. 17. Relevance     &   Brevity  Rule  the  Moment  
  18. 18. Adap^ve  &  Reac^ve  Design  
  19. 19. 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
  20. 20. Social Media ClickStreamIntegra^on  is  Key   CRM Transactions Email App(s) SMS/MMS
  21. 21. Social Media ClickStream UIDs:    email  address   CRMphone  number   Transactions Email cookie   Facebook  ID   App(s) SMS/MMS
  22. 22. The Investment & Responsibility More  $     ≠    More  Users  
  23. 23. “Go  Mobile,   OR  Go  Out  of  Business”  
  24. 24. Thank  you.  Ques^ons?           Tim  Hayden   ^m.hayden@edelman.com   @TheTimHayden  

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