PhonepayPlus Forum Keynote Wednesday, 04 March 2009

"How major brands and publishers are thinking about the broad digital space, both mobile and internet"

From Madison Avenue

To Silicon Valley

Consumer conversation Ventures and innovation Full service digital marketing Digital health experts Source Online Digital production

What are Chief Marketing Officers thinking?

Three hot topics How should my brand behave in a world of Facebook? Is 2009 the year mobile marketing comes of age? How can I have a meaningful ROI?

How should my brand behave in a world of Facebook?

Is 2009 the year mobile marketing comes of age?

How can I have a meaningful ROI?

How should my brand behave in a world of Facebook?

The power of discontent Motrin runs TV ad Uses front baby carrier sling as context Mums took offense to the tongue and check tone Ad went live Friday Blogs and twitter go crazy on weekend WSJ runs story Monday Ad pulled Monday

Motrin runs TV ad

Uses front baby carrier sling as context

Mums took offense to the tongue and check tone

Ad went live Friday

Blogs and twitter go crazy on weekend

WSJ runs story Monday

Ad pulled Monday

Twitter commentary: "Picking on new mothers is vile, it's as vulnerable as we will ever be and they should know better.” "I can't even count the ways I am offended right now. Taken aback! This is a serious screw up for such a major company.“ "Wow Motrin, you REALLY messed up with that ad. No more Motrin for my family. MobileMommy.“

"Picking on new mothers is vile, it's as vulnerable as we will ever be and they should know better.”

"I can't even count the ways I am offended right now. Taken aback! This is a serious screw up for such a major company.“

"Wow Motrin, you REALLY messed up with that ad. No more Motrin for my family. MobileMommy.“

Service with a smile @comcastcares Meet Frank! Comcast offers transparent customer service Proactive reach out on issues and complaints

Meet Frank!

Comcast offers transparent customer service

Proactive reach out on issues and complaints

Mass collaboration

The numbers

The old model is being ‘flipped’ 2,000,000 x 5% = 100,000 Involvement/Multiplication Reach/Conversion = 100,000 = (30,000 x 2) + (10,000 x 3) +10,000

Our advice

Is 2009 the year mobile marketing comes of age?

Big brands are getting in on the action iFood app by Kraft USA Over 7,000 recipes at your fingertips Smart Shopping List with Store Locator Your very own mobile Recipe Box Delicious inspiration anywhere, anytime Top 100 most popular paid apps Paid service $0.99

iFood app by Kraft USA

Over 7,000 recipes at your fingertips

Smart Shopping List with Store Locator

Your very own mobile Recipe Box

Delicious inspiration anywhere, anytime

Top 100 most popular paid apps

Paid service $0.99

And the little ones too From the Grammy-nominated electronic artist Deadmau5 Mix and remix every song in the album Deadmau5's iPhone app ($3 on iTunes) lets you load any of 10 quantized Deadmau5 tracks into its dual-track playback engine, which works pretty much like professional DJ software while being easy enough for anyone to experiment with.

From the Grammy-nominated electronic artist Deadmau5

Mix and remix every song in the album

Deadmau5's iPhone app ($3 on iTunes) lets you load any of 10 quantized Deadmau5 tracks into its dual-track playback engine, which works pretty much like professional DJ software while being easy enough for anyone to experiment with.

And there's money to be made Ethan Nicholas, developer of a tank artillery game called iShoot Quit his job the day his app rose to No. 1 in the App Store, earning him $37,000 in a single day. "I'm not going to be a millionaire in the next month, but I'd be shocked if it didn't happen at the end of the year” "If it weren't for taxes I would be a millionaire right now.”

Ethan Nicholas, developer of a tank artillery game called iShoot

Quit his job the day his app rose to No. 1 in the App Store, earning him $37,000 in a single day.

"I'm not going to be a millionaire in the next month, but I'd be shocked if it didn't happen at the end of the year”

"If it weren't for taxes I would be a millionaire right now.”

It's hitting the bottom line Jim Hyde, T-Mobile UK's chief executive, said in a statement: "The successful launch of the Android-based G1 in October and the ongoing demand for mobile broadband services had a positive impact on the latter half of 2008."

Jim Hyde, T-Mobile UK's chief executive, said in a statement: "The successful launch of the Android-based G1 in October and the ongoing demand for mobile broadband services had a positive impact on the latter half of 2008."

We are waiting for broader distribution iPhone and Android platforms have limited reach Nokia's market share could solve the distribution and reach problem We’ll be watching the Ovi store

iPhone and Android platforms have limited reach

Nokia's market share could solve the distribution and reach problem

We’ll be watching the Ovi store

How can I have a meaningful ROI?

Pure digital business is in flux The ‘ad supported’ model is weak The next business model has not arrived Classic industries such as music and newspapers are suffering from fragmentation and competition We're moving towards a API styled open architecture

The ‘ad supported’ model is weak

The next business model has not arrived

Classic industries such as music and newspapers are suffering from fragmentation and competition

We're moving towards a API styled open architecture

No choice but to experiment Reach = sales Advertising Freemium Sponsorship paid services ??? Affiliation API services Aggregation

Brands and publishers are also baffled We finally understand our site and paid metrics But how do we measure social media? What value does advocacy represent?

We finally understand our site and paid metrics

But how do we measure social media?

What value does advocacy represent?

Make it simple We always start from the ultimate business goals. We then work out the intermediate measures based on how customers travel on their journeys with a brand. Because we work backwards from business goals, we don’t get tied down by the wrong intermediate measures.

We always start from the ultimate business goals. We then work out the intermediate measures based on how customers travel on their journeys with a brand.

Because we work backwards from business goals, we don’t get tied down by the wrong intermediate measures.

There are three types of KPI’s we look at: Core business metrics, usually sales Behavioural measures based on what we want people to do on the site ‘ Belief’ scores that tell us how we’re impacting your brand

Core business metrics, usually sales

Behavioural measures based on what we want people to do on the site

‘ Belief’ scores that tell us how we’re impacting your brand

In short

It’s crazy out there

Be useful "When we look at consumers, we think that they're busy and they're looking for food-planning tools that can make their lives easier," Ed Kaczmarek, Director-Innovation, new services at Kraft, told Advertising Age. "We developed iFood Assistant as a downloadable app so they can use it anytime and anywhere."

"When we look at consumers, we think that they're busy and they're looking for food-planning tools that can make their lives easier," Ed Kaczmarek, Director-Innovation, new services at Kraft, told Advertising Age. "We developed iFood Assistant as a downloadable app so they can use it anytime and anywhere."

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