Social Mobilized and Mobile Socialized


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Barney Loehnis, Head of Digital, Asia-Pacific, Thomas Crampton | Regional Director, Asia-Pacfic, Hannah Law, Senior Regional Strategist, Asia-Pacific, show us how mobile is changing the way the world works is below.

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  • Mobilized communications and services will transform our world. Consumers are pervasively connected 24/7 & their appetite to access content and services on the go is only tempered by limitations in what can be easily achieved on a small screen. Mobile is both the largest communication medium as well as the most personal ONly eclipsed by The Internet of things: “things” being devices, cars, household electronic objects, nation utilities and transport systems that are all connected via the internet... and accessible by the mobile consumer. So we not only have a transformed consumer, and a transform world, but we also have a transformed way of creating bridges between people and the world, both physical and digital. Nano technology, Voice commands, motion gesture, ultra high pitched frequency, radio frequency identification (RFID) are emerging mass technologies that will all play a part in fortifying what can be achieved with mobile devices. Massive uptake of Mobile search, mobile payment, mobile entertainment, and interaction with creative dual screen <<transmedia>> experiences also bode well for a transformed creative palate. BUT - we need to rethink our whole approach to comms and services. We need to re-imagine our approach to communications and service development Occasional customer - loves surprise and delight Loyal customers - love predictability
  • We should first understand - their NEEDS - their ECOSYSTEM - their WORLD - their MOODS - their EXPECTATION
  • 2/the-mobile-enterprise-puts-business-leaders-on-the-hot-seat.html en/smarter_cities/overview/?lnk=fkt-scit-usen How to operate the business: Many fundamental business pro cesses were established in an era when companies tightly controlled every aspect of their operations. Mobility disrupts those linear flows of work and information. Now, business leaders have to restructure their business processes to take into account new kinds of interactions with customers, employees and business partners, and new sources of information. Example: How can a B-to-C company run an outstanding marketing program without taking into account the locations of customers and their real-time communications via social media? How to interact with clients: Today, most businesses recognize the importance of their clients, but mobility and the emergence of big data add new elements to this calculus. CEOs understand that their most important assets are not just their employees but also the vast storehouses of information they possess and the day to day interaction with their clients. Leaders have to deal with the fact that, because of the mobility revolution, many of their most important clients have choices in who they interact with, when they interact and the type of interaction.  It is imperative they take advantage of this new paradigm, embrace it, innovate around it and improve their client experiences. How to manage employees: For all the talk about flat organizations and employee empowerment, many organizations still operate under the command-and-control management model. Today, thanks to mobility technologies, employees have the means to gather information and make decisions on the spot, and, increasingly, they ’ll want to act. Leaders should empower them to exercise their judgment and creativity. Mobility is a great enabler. At the same time, though, organizations need to establish policies, practices and training programs that protect the company and its customers from undue risks. How to manage information: Many companies keep their information in silos aligned with particular business units and functions. Most of what they gather sits in databases in rows and columns. But the coming era of big data means a tremendous amount of information of different types is now available—including unstructured data from sensors, video and Web pages. This information must be shared across the enterprise, and, naturally, it will be pushed and pulled via mobile technologies. Companies have to manage their information so it is easily accessible for those who need it and, at the same time, protected from unauthorized access. How to manage technology: For established business, most of their technology was installed before mobility became such a big factor. It makes no sense to rip and replace it. Instead, companies should add-on capabilities that make it easy for the data and business processes managed in legacy computing systems to be available via mobile devices. New business processes and software applications should be developed with a “mobile first” mindset.  That way, accessibility and security will be designed in from the start. Mobility should always be evaluated in the context of the other major technology shifts that are around it today, namely, cloud computing, data analytics and social business. These new capabilities are all game-changers individually, but, together, they can transform a business, making it more efficient, dynamic and productive. Embracing change and the impacts of technology like mobility is a great opportunity for most businesses.  Change is inevitable.   Those that harness it and exploit it correctly will be leaders.  But technology for technology sake is not the full equation.  The combination of technology along with the changing business processes, insights derived from data analytics and the changing interaction among people is the game changer.
  • Bloodlines
  • Communications planning is partially about choosing the right touch points for when consumers will be most receptive to receiving marketing or communications... then crafting brilliant creative ideas to win people ’ s attention. Digital has given the opportunity for brands to extend the reach of their services and products way beyond traditional physical. Now our role becomes as much about designing services, communication and commerce platforms as it was advertising. But more broadly, planning is about understanding not individual touch points, but the broader collection of touch points. How does the consumer journey take people from one media to another? And how about consumers multi tasking and co-consumption of multiple media at the same time. Mobile make all media transactional, so one of the key creative and commercial opportunities is to develop trans media experiences which invite people to cross between TV, print and mobile simultaneously.
  • "mobile" represents the "individual" - Facebook , TW, LkIn - tracking tools
  • "mobile" represents the "individual" - Facebook , TW, LkIn - tracking tools
  • The boy, Tasuku, and his dog, Muu, seem to be inseparable. The boy ’s mother, Aya Sakai of Japan, has been posting images of the pair, earning herself a huge following on Facebook and Instagram . Click through to see the tiny twosome watching TV, sleeping, snacking and just being adorable.  
  • We like to say that Twitter was born mobile. After all, the 140 character limit of Tweets was based on text messaging or SMS constraints. That means our platform was actually designed to allow anyone, anywhere to read, write and share Tweets. Today, mobile is often the primary way people around the globe experience Twitter. Sixty percent of our 200 million active users log in via a mobile device at least once every month. So how is a user that accesses Twitter primarily on mobile different from the average Twitter user?  Working with Compete, we found that these primary mobile Twitter users in the U.S. are more engaged in several key ways. Namely, they are on the platform more often, they interact more with Tweets and they follow more brands. Here are the top five findings that advertisers need to know to better connect with these mobile consumers on Twitter: 1. Primary mobile users may be on the go but they ’ re on Twitter more than the average user.  Not surprisingly, users who primarily access Twitter via mobile are 57% less likely to use Twitter on the desktop than average Twitter users. They are also on Twitter more often. They are 86% more likely to be on Twitter several times a day than the average Twitter user.   And these mobile users don't just use phones to access Twitter. Fifteen percent of primary mobile users say that the top way they access Twitter is on a tablet.  Advertiser tip: Many Twitter users rarely access Twitter on desktop so don ’ t forget about mobile targeting when developing Twitter Ads campaigns. Target messages by device to optimize reach and drive on the go engagement. Think about content that ’ s easy to interact with and consider the experience beyond the Tweet too – for example, link to sites that are optimized for mobile.  2. Primary mobile Twitter users tend to be younger.  Compete found that 18 to 34 year olds are 52% more likely to be logging into Twitter primarily via a mobile device. Not a big surprise since younger consumers tend to be stronger adopters of mobile in general. We found no statistically significant difference in the gender breakdown of primary mobile users of Twitter. It ’ s a pretty even split.  Advertiser tip: When targeting on mobile, consider the age of the core audience that you are trying to reach. You may want to prioritize campaigns that more closely align to the life stage of the 18-34 demographic as well as their interests. But, remember, on Twitter who you follow is also a strong indicator of what you care about. When targeting people who follow your brand on mobile, speak to that interest, not just a person ’ s age.  3. Primary mobile users engage with Twitter throughout the day.  As mobile users go about their daily routines, Twitter is a major part of nearly every aspect of their lives. Primary mobile users are 157% more likely to use Twitter when they wake up and 129% more likely to use Twitter when going to sleep. I like to think this means they dream about Twitter too.  Primary mobile Twitter users are also three times more likely to use Twitter during their commutes. Once they get to work or school, they are 160% more likely keep using Twitter. And this Twitter use extends into their social time.  The study found that primarily mobile Twitter users are twice as likely to use Twitter when they are out with friends. They are 169% more likely to use Twitter while shopping. Primary mobile users are also 301% more likely to use Twitter before and after attending a movie than the average Twitter user. Sixty-two percent of mobile Twitter users communicate with people near them via Twitter. What exactly does that mean? Think about times when you send a friend a Tweet who you are meeting at a store to let them know you ’ ve already arrived. Or you tweet a photo with friends and include their Twitter handles when you ’ re all out at a restaurant. Primary mobile users also access Twitter inside the home. Sixty-six percent use Twitter in front of the TV at home. Primarily mobile users are 32% more likely than the average Twitter user to use the platform while they are watching television.  Advertiser tip: When creating Twitter campaigns, think about a day in the life of your target consumers. Consider where they are, what they are doing and who they might be with at key moments during the day and evening. Think about timing Tweets to reach people wherever they are – 24 hours a day, seven days a week.  For some campaigns, this might mean during rush hour when they want to be distracted. Or during the weekend while they are out and about with friends. Don't miss the chance to engage primary mobile users at home too. Integrate Twitter with your TV strategy to maximize the dual screen experience.  4. Mobile Twitter users engage more with content.  Primarily mobile users aren ’ t just checking Twitter more often than average Twitter users; they create  and engage with Tweets more too. Primary mobile users are 57% more likely to compose original Tweets than the average Twitter user. They are also 63% more likely to click on links, 78% more likely to retweet and 85% more likely to favorite a Tweet.  Advertiser tip: Mobile users tend to be amplifiers. Drive engagement and earned media by creating  Tweets that include rich media, links and strong call to actions. Simply including the words “ Please retweet ” has been shown to increase the likelihood of being retweeted by 23 times, according to Buddy Media.  5. Mobile Twitter are more engaged with brands.  The average Twitter user follows five or more brands. Users who primarily access Twitter on mobile are 96% more likely to follow 11 or more brands. They are also 58% more likely to recall seeing an ad on Twitter than the average Twitter user.  Advertiser Tip: Create Tweets that align with what mobile users need: real-time information that helps them make decisions as they go about their daily lives. They may be shopping near your store and a Tweet about your current promotion might get them in the door. They may be waiting in a line at your bank and looking for information that will make the transaction easier. Think about creating campaigns centered around useful information or special offers that someone can act on immediately. Bottom line: As consumers continue to shift their time to mobile, a big opportunity arises for brands. Mobile is in our DNA at Twitter, which means our platform can connect your brand to users in real time, wherever they are. Because mobile ads on Twitter are part of the organic content experience, they create a particularly powerful vehicle for brands to create reach, build frequency and drive engagement.
  • -it-works/ apps/details? GPS Tracking Pro keeps your family and friends safe by tracking their re al-time location using any Android phone. With the best in GPS technology, this app tracks the exact location of your family members and alerts you when they are in trouble, using the app's innovative check-in feature. Track your family using GPS The app allows family members to locate each other on our mobile map. Parents today are busier than ever so you can use our mobile app to track your child whether you're at home, work, or on the road. More about the app: - Use the check-in feature to let everyone in the family know where you are and that you are okay - See everyone in your family on our real-time map, along with nearby safety points like hospitals and police stations - Use panic alerts to let your family know where you are and that you need help GPS Tracker Pro is also great for tracking lost and stolen Android phones. Once installed on your Android phone, you ’ll be able to track the phone’s location via the website. GPS Tracker Pro is the most accurate mobile tracking app available for your Android device, and can also provide navigation to your phone’s location.
  • The way the app works is pretty simple. Both the sender and the recipient will need to have ProxToMe installed on their phones (or iPad or iPod touch). Once installed, they will be able to see everyone within a 250-feet radius who has the app installed as well. “ The important thing is the proximity engine, ” ProxToMe Co-Founder Carlo Capello tells Mashable . “ Everything starts there. That differentiates our app. ” When a person is nearby, you can tap on his or her name and check out their Facebook profile to learn a little more about them. You can also chat with that person, or send them a file. All of the files sent using ProxToMe are saved in Dropbox. Received files go into a “ ProxToMe ” folder within your Dropbox, making it easy to keep things straight. File size is only limited by the amount of available space in your Dropbox, so you can send a presentation to a coworker, or video of your cat to a friend. The app uses Bluetooth to discover people nearby, but file transfers take place in the cloud. Files don ’ t start transferring until you accept them, so you can wait until you ’ re connected to Wi-Fi to download something particularly large, or ignore files you don ’ t want. You can also block other users if they send you something you ’ d rather not have. Sex Offender Search gives you access to the National Sex Offender Registry at your fingertips. You ’ll know who the sex offenders are in your neighborhood, and your family will be aware of where they live. Keep your family safe and informed, using GPS technology to locate all the sex offenders in your area. This free app is considered one of the best free tools for any family! -networking-dating-app-what-is-lulu-saying-about-you/ OkCupid This clas sic dating service provides a slew of questions to mathematically match you up with a compatible date. Its “ broadcast ” service, which sends out a note to those in your vicinity, is an especially u seful way to spend a few spare moments. Good for : Finding a quick date. Price : Free How About We This creativity-inspiring app is perfect for getting to know a new city with a fellow adventurer. Fire up your wild side with fun outing suggestions and see who else is nearby and ready to join. Good for : Trying new things. Price : Free Plenty of Fish A location tracker shows you who ’s nearby and lets you get in touch quickly with a “Meet Me” feature. The “Places” feature gives you some ideas for a date and will even send out event notifications for your area. Good for : Grabbing coffee between meetings. Price : Free Blendr/Grindr The gay men-finding app Grindr has gained an impressive following of 4 million users, and its co-ed partner, Blendr, is following suit. Both allow you search the social network of nearby singles looking to connect. Good for : Casual flings. Price : Free Tinder Using Facebook to determine mutual friends, interests and location, Tinder will match you with compatible users. “Like” a profile and if they like you back, you two can see more information about each other, chat and make plans. Good for : The dater who values privacy. Price : Free Zoosk You ’re bound to find that perfect match with Zoosk’s network of 50 million users. There’s also a couples section where you can make a dual profile. Good for : An ego boost—with so many users, your inbox will fill up quickly. Price : Free Skout As the largest location-based dating app, Skout is a good way to connect with a potential friend, or more, wherever you may be in the world. Good for : Making friends abroad. Price : Free Tagged Named one of “America’s Most Promising Companies” by Forbes in 2011, Tagged has been building up a vast user network. The site and accompanying app is a blend of friendship and dating opportunities, allowing people to meet through the social-gaming component. Good for : Gamers looking for love. Price : Free Are You Interested? This dating app flips through pictures of nearby users asking, “Are you interested?” If you both answer yes, you two will be matched up and can arrange from there. Other features let you message others in your proximity and browse date ideas. Good for : Those with a fear of rejection. Price : Free Tingle A more anonymous version of apps like Grindr, Tingle lets you talk on the phone and text potential romantic partners without giving away your phone number or exact location. Good for : The privacy-oriented dater. Price : Free Jazzed The photography lover ’s app, this service has a main feed of user-submitted photographs that can be sorted by interest or location and will match you up with another shutterbug based on these factors. Good for : The aesthetically inclined crowd. Price : Free eHarmony Hook up your existing account to this mobile app, or make a new one and plot out your ideal significant other with this classic matchmaking experience. Good for : Finding true love. Price : Free, but must already have (or purchase) membership. Sonar By connecting to your Twitter, Facebook, LinkedIn, and Foursquare accounts, this app shows you the locations of friends and other “interesting people” you might have mutual connections with. Good for : Meeting up with people within your circle at conferences, concerts, etc. Price : Free What It Does: Provides a forum to submit pickup lines, allows users can rate the ones that are most effective. It's exactly as bad as it sounds. Here's a sample: (girl) I have a boyfriend... (you) I have 2 goldfish (girl) what? (you): Oh, I'm sorry, I thought we were talking about t hings that didn't matter. Don't... ever use this. Just don't. Nothing broadcasts r aging sexual prowess like using a script written by people on the internet. TINGLE What It Does: It's an online dating app that allows you to text and talk with strangers without revealing your phone number. I'm mainly averse to this because of the name. When I was little, my mom used to warn me about "the tingle" before a herpes outbreak. Also, really, if you're apprehensive about giving your phone number to someone you met online, you should probably listen to your gut and not give them your phone number.
  • 2. Location & Context fuel interactions and influence decision making  Grindr, Momo, Weixin, Foursquare -travel & food - capture
  • I developed tis acronym for qualities that should be leveraged in mobile campaigns, and the Coke piece of work ticks most of these As you go through the planning journey there are 7 attributes of mobile that you can think of identifying and insight against Contextual - what situation, in terms of activity, or subject matter or thought process Always ON - what needs can be met because the consumer can access information and services at any time? How does the improve life for the consumer? how should the brand respond? Placely - mobile devices can enable messages push and pull to be related to the specific location of a consumer. Timely - does the time of communication offer an opportunity for greater relevancy, or personalized message? Useful - how can a brand provide a utility that will add value to consumers Remarkable - is the Communication or experience remarkable? Are people going to want to talk it up to their friends? Why should a consumer bother? Effortful - people love it when people and brands have made an extra effort on their behalf. How can a brand develop an experience that really SHOWS how much they care? [think about mating activity of bower birds and birds of paradise]
  • There are tons of ways to find reviews of restaurants, but when you ’ re hungry you don ’ t want to have to scour too much. This is where Lunchbox comes in. Taking tips and suggestions from other app users and mixing in reviews that have been shared on Foursquare and Yelp, Lunchbox is a comprehensive food critic that fits in your back pocket. Type in whatever your current craving may be and watch as Lunchbox populates a list of dining options that are sure to satisfy. It even offers up contact information and directions for your destination to assure you ’ ll have a seat waiting for you.
  • TripIt for Business is an all-around helpful tool for frequent business travelers and their bosses alike. The TripIt app lets traveler access their travel plans, including flight itineraries, car rental details and hotel reservations, all in one place. Those details are available via smartphone, tablet, a calendar or online. TripIt for Business, though, adds functionality that make coordinating with teammates a breeze. Travel coordinators, for example, can send a traveler's details to [email_address] with the employees email address in the subject line. Those details or updates will be sent directly to the traveler's account. For the traveler's teammates, different schedules can be easily viewed on a company travel calendar — which means no more wondering when your coworkers are coming back.And for the number crunchers at the office, TripIt for Business organizes business travel expenses, so that past and upcoming flight, hotel and car spends can be viewed. Even more interesting is the list of a businesses' most frequent and efficient travelers. TripIt for Business is directly based off of the TripIt app, so techies who travel for business and pleasure don't have to sacrifice workflow on an enterprise app. Thomas Marks, director of product marketing for TripIt for Business, comments: "Consumer travel apps continue to grow and dominate. With nearly 20,000 travel apps in the marketplace, business travelers will continue to favor consumer-friendly choices like Yelp, Google Maps and TripAdvisor. With TripIt for Business, small businesses are using the same technology developed for individual travelers to organize office travel and keep track of who ’ s in or out of the office." TripIt for Business pricing plans start at $29 per month for up to 10 users and scale to $159 per month for up to 100 users. GateGuru started as an app for making your way around airports. It's still great for that, but it's grown since its humble beginnings — it now offers real-time flight status updates, for example.This free app excels in its classic use, though: finding where the heck your gate is and figuring out where to grab some eats before taking off. The app features maps of 86 airports that detail where shops, restaurants and services are located in each terminal. Backed by 30,000 reviews and tips and 5,000 photos from fellow travelers, you're sure to find what you're looking for — if it exists. If you're trying to consolidate your travel life into one app, this one may be the winning choice, as it lets users see their TripIt and Kayak itineraries. With a little bit of everything, it's hard to go wrong with GateGuru.
  • Wondering what's happening at your favorite bar, restaurant or hangout spot? Localmind was an app that let you contact a random patron at your favorite spot (or maybe a new place) to ask what the scene is like, if the place has Wi-Fi or anything else you're wondering. The app finds people at your destination using Foursquare or other location-based apps. You send the message and that person is contact through whichever app they used to check-in. They can respond to you in real-time. Localmind was recently acquired by Airbnb , the website that lets your rent other people's rooms or entire properties around the world instead of a hotel. SEE ALSO: Location-Based App Maps Nearby Bars, Food and Adventure The two platforms, Airbnb and Localmind, intersect in one key way: They provide a local's perspective of a town, rather than the sanitized version found in hotels and guidebooks. Seth Porges began renting out his Brooklyn pad on Airbnb three years ago. He tells Mashable the acquisition of Localmind makes sense for Airbnb. "What makes Airbnb so much more fun than staying at a hotel is the sense that you're being let into a local community, that you're seeing a city from an insider's perspective. My guests tend to be the kinds of folks who are looking for a different and unique experience, and anything Airbnb can do to add to this is all gain," he said. The real-time aspect of Localmind is a step above the ability of an Airbnb host to recommend activities to a guest — finding out what the best cafe in town is, but also if there's seating available right now . One feature Localmind had added more recently allowed users to ask "experts in the area" questions rather than relying on someone who had checked in at a specific place. It's possible Airbnb hosts will fill this role if a new version of Localmind is built into the Airbnb experience. "Part of what I offer as a host is my years of experience of living in NYC — I give my guests a guide of all my favorite places and things, and guests often report back how much it meant to them and how much it helped their trip. But I'm only one person, and if Airbnb can build in a useful and social way of giving visitors who are looking to get off the beaten path an inside track on the best things to see — well, I'd be happy for the help!" Perhaps Localmind will help to enrich a traveler's experience by not only letting them live with a local, but dine and drink where the locals go, too. What other apps do you think would work well with Airbnb? Tell us in the comments.
  • 3. To plan effectively think about four key consumer states - Passive Vs  Active: broadcasting Vs Consuming - photo and weather apps - utilities, organisers
  • Dual screen experiences will become one of the most transformative trends in the next few years. A number of entries in 2012 were good examples of brands and producers creating complimentary experiences for audiences that create social dimensions, interaction, participation or that drive commerce. The Chevrolet entry was credited because it was an advertiser, investing in the super bowl slot, effectively driving hype and intrigue around their commercials. Coca Cola in Hong Kong also used this mechanism very effectively. The Chevy app also enabled the brand to communicate so much more about the product and provide insights into their audience, and what content was successful at driving interaction
  • This game is fun, social and shareable - exactly the qualities needed to promote a new dance game on console. The execution was also simple, enabling young and old to get involved, producing shareable clips that could be posted on FB.
  • 4. All communications should be Social and Mobile by design - Mobile moments and movements - Customer journey from Acq to loyalty
  • Once engaged, Glass is capable of taking photos, recording videos, looking up answers on Google, showing reminders (such as for a flight) and sharing whatever you're looking at — either via messaging or through a Google+ Hangout. As Google co-founder Sergey Brin himself revealed previously, Glass will also have an automatic picture-taking mode , snapping pics at a preset intervals (such as every 5 seconds). Google also launched a contest with its own hashtag (#ifihadglass), challenging anyone to come up with creative uses for Google Glass that can be explained in 50 words or fewer. Winners will get the chance to buy their own, along with developers, when they become available. The price: $1,500, plus tax.
  • Social Mobilized and Mobile Socialized

    1. 1. Social Mobilized& Mobile SocializedThe world in the palm of your hand …… broadcasting to the world from your palm Barney Loehnis Head of Digital, Asia-Pacific April 2013
    2. 2. Part 1. Macro Part 2. MacroImpact on society: Impact oncommunities & individuals:enterprises relationships with people and brands
    3. 3. Brands fail to understandthe scale and scope of themobile & social opportunity
    4. 4. In terms of screens it is ...and yet it transpires tothe ugly ducking: at first it be the swan: agile,seems an inferior canvas elegant, deft, swift andfor creativity & efficient.interaction...
    5. 5. You might think mobileis about this
    6. 6. 7
    7. 7. Mobility haschanged the waythat we interact andmanage our lives 8
    8. 8. We no longer think “ all about theof communication at empowereda fixed and planned consumer controllingstate of time their world, unconstrained by physical terminals and locations” 9
    9. 9. So is (m)obileNot (M)obility 10
    10. 10. You might think socialis about this
    11. 11. 12
    12. 12. 13
    13. 13. Social media haschanged the way weview socialising withpeople 14
    14. 14. The Bondingexperience oftenstarts digitally longbefore people canmeet in person 15
    15. 15. So is (s)cialNot (S)ocial 16
    16. 16. Social and Mobile aremore about this:
    17. 17. mind need, wantPeople consumer& society what is feeling desirable? like, affinity motivation physical ability, skill why? technology what is possible? 26
    18. 18. Emancipationof Consumer throughConnectedness
    19. 19. 20
    20. 20. SOCIETY BRANDS LearningEDUCATION Credentialing EMPLOYEES Socialising SymptomsHEALTH Diagnostics INFORMATION Treatment MaintenanceCOMMERCE Market prices COMMERCE Microfinance EfficiencyGOVERNMENT Sustainability INTERACTION Emancipation
    21. 21. Mobile is like the“bloodline” that connectsthe faceless emotions thatrun deep across differentmoments in time. Mobile isthe back bone ofcommunications andservices.
    22. 22. State of mindNeedAttitudeRelationships
    23. 23. Brands fail to understand howto design expereinces withmobile and social at the core
    24. 24. Social networkingtime spent by devicePC still the main entrance for users to spend timeon SNS site, but more and more users accessSNS via mobile - particularly Apps. the percentage of each device to access weibo 97.66 % 89.35 85.43 % % 60.24 % P smartphon table non- C e t smartphone Resouce:
    25. 25. >70% use their mobilewith other media
    26. 26. TV t Prin tal Di g iMobile, like socialis a unifier. OOH & EIt is central within O M OC L BI IAL Onli na larger ecosystem t S Even io Rad
    27. 27. Golden rules
    28. 28. 1. Obsess over people’srelationships & behavioral nuancesPeople & Relationships
    29. 29. Understanding people’s social motivations is crucial tounderstanding and predicting their behavioral response The Unabashed The Lonely The Oversharer The Joker The First Word Promoter Heart The Wannabe The News The Retweeter The Nerd The Last Word Photographer Reader YOU
    30. 30. Staying in touch with your interest and social graphs...Twitter Facebook
    31. 31. ... finding new ways to interact and relate... WEIBO Wechat / Wexin Social way: micro blogging , LBS Social way: instant messaging , LBS Relationships between people & strangers Relationship between: acquaintances , strangers Users: 368 million Users: more than 250 million1 1 2Share photos and text withacquaintances and In-app QR scanner Hold-to-talk: the widelystrangers.Also added LBS welcomed walkie-talkieservice. makes all mobile function for users who prefer to activations much leave a quick instant voice friendlier. message rather than text. 2 3 Moments are more like Path, “Shake” to add which is a a friend who is narrow way to also shaking socialize with around you. selective friends.
    32. 32. ... stalking the people you deeply love...Mamabear Footprints GPS Find My Kids ~ Footprints Keep track of childrens Tracker whereabouts friends can locate each other even managers can track employees set up Geofences, like school be notified when fences are crossed.
    33. 33. ...or simply digging deep to find love... Lulu Lulu
    34. 34. 2. Craft and polish the relevancy andsingle minded purposeContext: Where, What, Why
    35. 35. C.A.P.T.U.R.E for relevance and valueC ontextu P lacely U seful E ffortful al A lways T imely R emarkable on relevance value
    36. 36. Deliver relevant messages and promotions... DD Coupon JiePang Social way: LBS1 Relationship between strangers Information: text, picture Find coupon by category Users: 2 million 12 Users share that theyve promotion and coupon list arrived at specific venues, by category as well as share tips, photos, and comments around those venues.3 2 nearest restaurant with address, contact info and Merchants and brands can location use Jiepang to reach, engage, and learn about 4 their customers by offering coupons. coupon information Lunchbox Foodspotting Untapped
    37. 37. ... use Apps to give insight about consumer behaviorJauntle GateGurut TripadvisorTripit
    38. 38. Get close and personal to those with similar interestsAirbnb Meet and Seat: KLM Want to find out who will be on your KLM flight? With Meet & Seat you can view other passengers’ Facebook or LinkedIn profile details and see where they’ll be sitting – long before your flight leaves the ground.
    39. 39. Deliver new services to improve people’s access to services Relationship between people: shake Apps to call taxi The way to deliver information: LBS between users and taxiYY Zhaoche drivers Users: over 40 thousands ( 2012.9 ) 1 2 3 send taxi to pick someone Free service to call taxi Find users by LBS else
    40. 40. 3. Use the consumer states todeliver the transactionActive, passive:Receive, broadcast
    41. 41. There are FOUR consumer states of interactionSearchingSeeking 1. Specific Outcomes the world to me the world to me 3. Vague Outcomes Reading AwardedBooking BrowsingTransacting ReceivingSelecting WatchingOrganising PurposelessnessACTIVEACTIVE PASSIVE PASSIVESharing 4. Digital Read 2. Footprint ViewedPosting SelectedCheck-in Gaming Interaction LocatedRedeemingAssociating Logged inBroadcasting Performing Me to the world Me to the world
    42. 42. Oreos Walkers Kill Count
    43. 43. Autodance: Just Dance3
    44. 44. 4. Seek mobile “moments” & createmobile “movements”Instances & platforms
    45. 45. Deliver relevancy & intimacy via Unlock value through pervasivecontext connectivitymobile moments mobile movements
    46. 46. Mobile is used across the consumer journey
    47. 47. Identify every “moment” and “movement” 3 4 7 1 8 230 Moments 19 66 17 12Movements 5 35 18 22 15 16 14 27 13 34 28 30 10 33 25 36 32 9 31 21 20 11 29 26 23 24
    48. 48. Social Media and Fashion: “me. here. now.”
    49. 49. Connected Commerce - one bite at a time Mogujie and Meilishuo
    50. 50. Wearable computing will have a transformative effect. Withings Zeo Sleep ManageriBGStar Lark Silent Alarm Clock Nike FuelBand
    51. 51. ... streaming every interaction and experience.
    52. 52. Summary1. Obsess over people’s relationships & behavioral nuances2. Craft and polish the relevancy and single minded purpose3. Use the consumer states to deliver the transaction4. Seek mobile “moments” & create mobile “movements”