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Strategising for mobile social marketing

Strategising for mobile social marketing

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  • Strategising for a Winning Mobile Social Formula Overview of the Asia SoMo landscape Mobile, social and marketing strategies - how they all come together How mobile and social will affect other parts of the marketing mix Consumer-oriented case studies of companies on mobile social network Ged Carroll, Director, Digital, Social & Interactive, Burson-Marsteller Hong Kong
  • Depending where you are in Asia the answer will be very differentCellular or wifi for internet.Secondary or primary deviceRich experience or feature phoneWallet?Advanced like Hong Kong or nascent like Myanmar
  • So how are mobile and social related. In short it’s complicated.
  • Mobile is by its very nature social. Although as marketers it may not be that visible. The most complete social graphs lie in address books of our phones, covering friends, colleagues and authorities. Dark ‘ person-to-person’ social interactions over email, SMS and latterly messaging platforms account for a substantial minority of web traffic.
  • But not all the social platforms that have been created have been designed to be mobile in nature
  • Smartphones and 3G networks has seen the rise of a new generation of messaging applications that replicated previous functions
  • A question asked some 5 months after the launch of the original iPhone
  • I consider the most interesting move however is applications becoming platforms allowing for data interchange between services, gaming and brands. There is an opportunity for deep integration with marketing campaigns
  • Onavocouldn’t pull data immediately on Tencent’s WeChat app in China because they use a custom HTTP protocolUse market research to support platform decisions
  • Ask for advice with immediacy – micro-blogging, email, messaging appRead reviews – comments on locative apps, social network brand page
  • Interested in mobile for two reasons:Effectiveness: 18% more impulse driven purchases. Visit stores twice as often, twice the basket valueSynergies: TV works much harderMobile video equivalencySocial TV
  • A platforms is not a strategy – yet many agency briefs will talk about number of fans on a given platform with no insight around what is the desired endpoint for the businessWhat’s the customer journey you want? – where do you want to take people. Are you solely concerned with a transaction?Mobilise what you already have – because if you gain consumers interest they will point others there whether you are ready or not. Secondly existing social platforms want to go mobileThink mobile first, not responsive when creating new assets – because it encourages a design thought process that is beneficial to social and search, with a focus on simplicity and fast page load times from click through
  • IChina Merchants Bank (CMBC) was one of the first brand accounts to test out WeChat and Drift Bottle. Named “Drift Bottles of Love” (爱心漂流瓶), applying their campaign toward autism research. They set adrift bottles en masse to reach out to users beyond their circle, promising that for every 500 replies, the bank would donate professional training courses to autistic children in China. Micro customer serviceIn late 2012 China Merchants Bank (CMB)  started the talk with Wechat team on deeper integration and even had some customized APIs made.The service “CMB Micro-customer Service” was finally launched in March this year, in which each card holder’s information binds to his or her WeChat account. The menus at the bottom of the account interface allow users to check their bills, credits, limits or transaction records. This new service, obviously,  has replaced the functions of SMSs to inform card holders of different payment records or information related. Before most banks including CMB would send SMSs to card holders as a reminder after each payment, and now all these things can be realized over the official accounts, which saves the bank lots of money. Surely this is not the point but “to provide more service to card holders” is the ultimate goal according to CMB.Currently two more features have been in trial, one is the voice-text service, which recognizes users’ voice and automatically executed the task like checking the credits, etc. The other one accordingly is an LBS-focused service which helps users better access the real-time discount information of the merchants closest to them.
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130801   imm conference hk 130801 imm conference hk Presentation Transcript

  • Strategising for a Winning Mobile Social Formula Ged Carroll, director: digital, social & interactive – Greater China region
  • In this presentation • Overview of the Asia social mobile landscape • How mobile and social will affect other parts of the marketing mix • Mobile social marketing strategies - how they all come together • Consumer-oriented case studies of companies on mobile social networks
  • Why we’re really here Globally 24 per cent of all media is consumed on a mobile device. Yet only one per cent of dollars are actually spent there – Bonin Bough, vice president of global media & consumer engagement – Mondelez International
  • Social mobile landscape istole thetv
  • What does mobile mean?
  • Hong Kong vs. the EU Attribute Hong Kong EU Difference Broadband 87%* 73%** 14% Mobile penetration 223%* 128%*** 95% Mobile data / user / 666.9MB* 527MB** 21% month LTE / 4G services Universal coverage, if not adoption* Not all licenses awarded, networks roll out variable - E-commerce usage 62%**** 35%** 27% *Government of Hong Kong **Eurostat service of European Union (2011) *** GSMA European Mobile Observatory 2011 **** Global Web Index
  • Mobile and social Mobile is social Address Dark social book SMS Social platforms Email Facebook* Mixi Twitter Weibo CyWorld* LinkedIn* IM Yahoo! Messenger QQ AIM Locative Foursquare Jiapeng Instagram Messaging Apps Skype Viber WhatsApp Platforms WeChat LINE KakaoTalk
  • Yes. It’s complex*. *And that’s just an indicative rather than a complete map
  • Mobile is dark social Mobile is social Address Dark social book SMS Social platforms Email Facebook* Mixi Twitter Weibo CyWorld* LinkedIn* IM Yahoo! Messenger QQ AIM Locative Foursquare Jiapeng Instagram Messaging Apps Skype Viber WhatsApp Platforms WeChat LINE KakaoTalk
  • But not all social is mobile Mobile is social Address Dark social book SMS Social platforms Email Facebook* Mixi Twitter Weibo CyWorld* LinkedIn* IM Yahoo! Messenger QQ AIM Locative Foursquare Jiapeng Instagram Messaging Apps Skype Viber WhatsApp Platforms WeChat LINE KakaoTalk
  • Mobile social applications Mobile is social Address Dark social book SMS Social platforms Email Facebook* Mixi Twitter Weibo CyWorld* LinkedIn* IM Yahoo! Messenger QQ AIM Locative Foursquare Jiapeng Instagram Messaging Apps Skype Viber WhatsApp Platforms WeChat LINE KakaoTalk
  • The power of social apps Is this the world’s best phone? – Christian Lindholm (2007)
  • Mobile social platforms Mobile is social Address Dark social book SMS Social platforms Email Facebook* Mixi Twitter Weibo CyWorld* LinkedIn* IM Yahoo! Messenger QQ AIM Locative Foursquare Jiapeng Instagram Messaging Apps Skype Viber WhatsApp Platforms WeChat LINE KakaoTalk
  • Understand your landscape • Lies, damned lies and analytics • Fragmented landscape • Technologies • Legal and regulatory • Business relationships • Socio-cultural aspects • Too many innovative people*
  • How mobile and social affect other parts of the marketing mix
  • Where does mobile social marketing fit in? Altimeter Group – Customer Hour Glass
  • Where does mobile social marketing fit in? Ask for advice Read reviews Check-in | Share news Ask for help Follow brand news | give advice Publish brand content | Amplify
  • Do you mean social or socialised?
  • Where does mobile social marketing fit in? Socialised Social
  • Attributes • Immediate • Real-time • Contextual • Personal • Social nexus
  • Mobile social marketing strategies – coming together LeWeb
  • Starting point • Desk research and then market research • A platform is not a strategy • What’s the customer journey you want? • Mobilise what you already have • Think mobile first, not responsive when creating new assets • Test & learn iteratively
  • China Merchants Bank From message in a bottle to ‘social banking’
  • Maeil on Kakao ‘Every Town’ • Engage & entertain consumers • Facilitate product trial • Acquire for future EDM campaign
  • Gamification|community management • Established rules • listening • Tasks (time limited) • Co-create, co-solve & amplify • Rich content • Recognition • Shout-outs • Leaderboards • Badges • Points • Discounts • Integration across channels
  • Uniqlo on KakaoTalk • EDM • 2 million+ subscribers • Mix of in-store & online calls to action
  • Clarins on WeChat • EDM • Integration with loyalty programme
  • Disney WeChat character stickers • Increase awareness and create positive sentiment toward characters • Socialise on Facebook
  • Case studies - videos
  • Some links for more ideas • Bryan & Stephanie Rieger of Yiibu - smart design thinking • Onavo – interesting apps data • GSMA – research • Wireless Foundry • WPP Reading Room • Fjord – service design consultancy (now part of Accenture) • Zocialinc – Southeast Asian social insights • App Annie – mobile app download data • Asymco – mobile platform analysis
  • Any questions? colinkinner
  • Ged Carroll | +852 2963 5679 | +852 5360 2702 | @r_c | http:// bm.com | ged.carroll@bm.com Thank You