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Social and Mobile 2010
 

Social and Mobile 2010

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    Social and Mobile 2010 Social and Mobile 2010 Presentation Transcript

    • Mobile Social Media 101118
    • “Leveraging the mobile channel offers uniquepersonal and functional value. The ability to gainindividual customer insight and trust, through end-to-end services and ongoing one-to-one brandedconversations…
    • …the key objective behind effective mobile offerings is lifetime, value relationships.” Andrew Graham, Mobile Strategy, Adidas
    • Mobile is the ultimate CRM Tool =
    • Enriched Platform for Customer Loyalty, Commerce andBrand Preference Consideration/Purchase Engagement Loyalty Consideration/ Purchase Wall/News Post Moderation/Feedback Engagement/Activation
    • Purpose
    • Purpose > Evidence and trends surrounding the mobile social media landscape > The importance of mobile social media > Case Studies > Recommendations and Thought Starters
    • Evidence
    • Social is SMS MessagingTwitter SMS increased 8,500% from Q2 „08 – Q1 ‟10; reaching 3.8 billion 3,828,948 SMS Transactions (000) - Twitter 3,295,897 Q2 2008 – Q1 2010 2,178,516 1,269,744 346,729 194,709 44,510 70,646 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Source: Nielsen June 2010
    • Social Networking Sites are Driving the Mobile Web Mobile Internet Audience Growth by Service Type: 2008- 2010 August 2008 – August 2010, National Source: Nielsen 2010 October Report, ComScore 2010, Facbook Oct 2010
    • Facebook currently reaching 34% of Mobile Internet Users Facebook Active Reach (%) – Trended Projection All Users Source: Nielsen 2010 October Report
    • And most popular
    • Across Device Category of Free App Downloads - iPhone Category of Paid App Downloads - Blackberry iPhone Free App Downloaders Blackberry Free App DownloadersCategory of Free App Downloads - Apple iPad Category of Paid App Downloads - iPod Touch iPad Free App Downloaders iPod Touch Free App Downloaders Source: Nielsen 2010 October Report
    • And OS Most Popular Used Apps on the iPhone OS Most Popular Used Apps on the Android OS Past 30 Day App Downloaders (n=959) Past 30 Day App Downloaders (n=338)Most Popular Used Apps on the BlackBerry OS Most Popular Used Apps on the Windows Mobile OS Past 30 Day App Downloaders (n=625) Past 30 Day App Downloaders (n=294) Source: Nielsen 2010 October Report
    • Trends “…Our job is to makes things more social” Mark Zuckerberg, Facebook
    • Trends Activities and Loyalty and Location Purchasing “Things” Rewards Inspire Sharing and Interaction
    • Location, offers, rewards (oh-my!)
    • “Things” are becoming social and will encourage,recommend products
    • Why it this important?
    • 1. Mobile social users are nearly 300% more likely to access the mobile web daily Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
    • 2. Mobile social users are engaged and active users When compared to PC users > Facebook mobile users are 2X more engaged > 60% have responded to mobile advertising > 4x likely to seek mobile coupons or offers Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009; Google Mobile ads Blog 2010
    • 3. Mobile social users are affluent with disposable income 74% make over $50,000 a year Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
    • 4. Mobile social users are hyper-influencers 100x+ more likely to create and respond to UGC content Source: North American Technographics Benchmark Survey, Q2 2010, Forrester Research
    • Why it is important to Expedia?
    • Over 90% of online travelers travel with a mobile device 26 Source: Forrester, “Travel and Mobile Devices “August 2008
    • Who are Tweeting, Texting and Facebooking theirexperience from check-in to arrival
    • Cases
    • Commonalities > Non-disruptive experience – Tailored mobile experiences > Integrates and extends the ecosystem – Focus is not tactically driven; but leverages and integrates paid, earned and owned media while growing CRM environments > Real world benefits – User engagement and interaction translates into real world rewards > Personalized – Speaks to the individual
    • Sephora: Site Rendering on Linking Social Wall Post
    • Maurices: Facebook SMS Integration > Opt-In SMS CTA for discounts and offers > SMS messages drove discount offers and traffic to Facebook pages > SMS Opt-In across in-store and other advertising integrations > Doubled the number of “Likes” for the brand; generated 20,000 SMS Opt- Ins after the fist 4 months; 60% coupon redemption > SMS Opt-In also acts as a two way conversation between the brand and the consumer
    • The MarketFair Mall: Mayor Parking> Designated parking for FourSquare Mayors
    • Starbucks: Social Mobile Commerce > Reload card via Facebook application > Leverage mobile to redeem or pay for product via mobile application and barcode scanner
    • Recommendations and Thought Starters
    • Recommendations > An integrated mobile social strategy provides functional value – It is not a Twitter feed or a coupon on FourSquare > Ongoing one-to-one branded conversation – Mobile is extremely personal; branded conversations should be just that > Lifetime, valued relationship – Starts with understanding the customer and creating value based on their needs and preferences
    • Thought Starters > Utilize Mobile Rendering Platforms – Optimize sites linked from wall post > Incorporate SMS – Drive “Likes”, deals, shares etc – Create one-to-one conversations (SMS, Connect with Twitter/Facebook) > Leverage Location and Behavior – Win a trip promotions around workplace check-ins – Loyalty programs for airport, car rental, and hotel check-ins – Extend point coverage (allow users to check-in to activities, scan purchases, loyalty points) – Create at-location specialty services (Red carpets, flight upgrades, assigned parking, etc) > Reviews – Incorporate reviews within activities booking – Incorporate chat functionality within bookings (hotel, flight, and activity) > Groups – “Un-official” charters designed for deals and discounts (for Expedia members) – Allow members to share/combine loyalty points
    • Thank You! paul cowman strategist paul.cowmna@iconmobile.com +1 206.295.7245 jenn brown sr. media planner jenn.brown@wunderman.com
    • Appendix
    • Mobile Travel StatsTravel Research > 19% of business and 16% of leisure mobile travelers are interested in booking travel via mobile > 54% of business and 48% of leisure mobile travelers have used mobile to look up travel- related informationTravel Related > Airplane Ticket: 21% > Entertainment Tickets: 21%Purchased > Hotel: 19% > Car Rental: 14%Trip Planning > Schedule Change Notifications: 52% > Rate Change Notifications: 48% > Consolidation of Itinerary: 42% > Rewards and Loyalty Points: 41% Source: eMarketer, Millennial Media and ComScore , Forrester “Travel and Mobile”
    • Steve Madden: Facebook “Like” Mobile Integration
    • W Montreal Hotel: “Mayor” Treatment
    • AT&T: Scaling Rewards
    • Top Guest: Agnostic Check-In and Rewards