Ad-Tech NY 2009

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Presentation I gave to audience at Ad:Tech NYC 2009 on Mobility Planning a new approach developed by the team at 5th Finger.

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Ad-Tech NY 2009

  1. 1. MASTER CLASS MOBILITY PLANNING. Steen Andersson, Co-Founder & VP Strategy, 5th Finger 5thfinger© 5th Finger 2009
  2. 2. 1. mobility planning"2. mobile website development"3. comparative framework" 5thfinger
  3. 3. 5thfingerhttp://www.flickr.com/photos/82329524@N00/2857765317/!
  4. 4. 1. mobility planning"2. mobile website development"3. comparative framework" ! 5thfinger
  5. 5. This is a mobile phone. 5thfinger
  6. 6. This is mobility. 5thfinger
  7. 7. mobilityis a range of BEHAVIORS. 5thfinger
  8. 8. Our job is helping brands engage consumers living on the go. 5thfinger
  9. 9. By tapping into context. 5thfinger© 5th Finger 2009
  10. 10. Exploiting functionality. 5thfinger
  11. 11. Creating utility. 5thfinger© 5th Finger 2009
  12. 12. How do you think about mobile? 5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!© 5th Finger 2009
  13. 13. Most people think about mobile like this. Voice An idea. An idea. SMS Brand Apps An idea. Mobile Web An idea. 5thfinger© 5th Finger 2009
  14. 14. Most people think about mobile AS Voice An idea. TECHNOLOGY. An idea. SMS Brand Apps An idea. Mobile Web An idea. 5thfinger© 5th Finger 2009
  15. 15. Some people think about mobile like this. TV Ideas. Ideas. OOH Mobile Print Ideas. Ideas. Online 5thfinger© 5th Finger 2009
  16. 16. Some people think about mobile AS Ideas. TV Ideas. CONNECTION. OOH Ideas. Mobile Print Ideas. Online 5thfinger© 5th Finger 2009
  17. 17. We think about mobile like this. People Brand Mobile Media Technology 5thfinger© 5th Finger 2009
  18. 18. A We think about mobileAS PeopleRELATIONSHIP. Brand Mobile Media Technology 5thfinger© 5th Finger 2009
  19. 19. How do you think about mobile? 5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!© 5th Finger 2009
  20. 20. mobility planning – the process" ! 5thfinger
  21. 21. Establish High 1" Level Objectives Program Planning 7" Research & 2" Immersion Execution Relationship 6" & Optimization Driven CoreMobile Concept Segment 3" Mobile Behavior Develop Mobile Brief 5" 4" Identify Key Insights 5thfinger
  22. 22. 1"Establish High Level Objectives" Cross Sell Grow ROI Consumption Driving Opt+In Time 5thfinger
  23. 23. Old Mobile Opt-In Process From:2653 To:2653 From:2653 To:2653 JoinMCR Great.Ifyou Mobileby LINK wouldliketo Y replyingwith opt+inas ‘LINK’tolink well,reply yourphone. with‘Y’.1. User enters mobile number 2. User 3. User replies 4. User 5. User replies receives TXT with ‘LINK’ to receives TXT ‘Y’ to opt-in inviting them to link phone inviting them to LINK their opt-in to mobile Phone alerts 5thfinger
  24. 24. New Mobile Opt-In Process 1 User enters mobile number 1. 2. 2 User checks opt-in From:2653 To:2653 JoinMCR Mobileby LINK replyingwith ‘LINK’tolink yourphone.1 3 3. User receives TXT asking to confirm this is their phone by replying LINK. 2 They will then get a welcome message from Jen. 5thfinger
  25. 25. Result? Monthly opt-in growth of 5%-10%*"*Source: Aberdeen 2009 Mobile Marketing Benchmark Report 5thfinger
  26. 26. Maximum Opt-In Rate 1 User enters mobile number 1. 2. 2 User checks opt-in From:2653 To:2653 Thanksfor joining.Reply LINK STOPtostop receiving messages.1 3 3. User receives TXT confirming opt-in.2 5thfinger
  27. 27. Demographic ! & Psychographic 2" Data on Target Mobile Usage Existing Digital & Consumers! Patterns for Target Mobile Programs! Demo! Current Loyalty ! Social & Digital & DM Programs! Media Trends! Current Marketing Macro Economic Strategy! & Social Trends!Research "& Immersion" 5thfinger
  28. 28. 2"Research "& Immersion"primary research?" 5thfinger
  29. 29. 2"Research "& Immersion" Take s ome action tion s… A sk the ques my team know What does of ile behaviorKey Questions…
 ob" about the m onsumers? our target c1.  mobile media consumption habits
 " t2.  mobile app usage
 be the mos " What would us to find o ut for3.  social and mobile usage
 effective way " more?4.  mobile handsets (% smartphones)
 "5.  other emerging trends / patterns
 5thfinger "
  30. 30. Segmenting Mobile Behavior."Mobilista - 3g device, app downloads. They expect both form + function. Trend setter. Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”.Worker - Stay connected for work. On weekend, many use a secondary device. Txtr - It’s all about communications - direct yet personal. Function over form. Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech. 5thfinger
  31. 31. Segmenting Mobile Behavior." connecTvityMobilista - 3g device, app downloads. They expect both form + function. Trend setter. accessibilitySearcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”. producTvityWorker - Stay connected for work. On weekend, many use a secondary device. community me actionTxtr - It’s all about communications - direct yet personal. Function so form. Take over ion… k the quest As ur we group o simplicity How couldPhone’o’phobe – luddite, not just with their phone (voice calls are rgets based oalso ta staple) but r mobile n theiother tech. behavior? 5thfinger
  32. 32. Establish High 1" Level Objectives Program Planning 7" Research & 2" Immersion Execution Relationship 6" & OptimizationDriven Core Idea 3" Segment Mobile Behavior Develop Mobile Brief 5" 4" Identify Key Insights 5thfinger
  33. 33. Identify Key Insights" 5thfinger
  34. 34. is there love for other mobile devices too?" 5thfinger
  35. 35. Identify Key Insights" n Take some actio ion…st Ask the que we t/s pace could What concep ur own in th e mind of o ging customer s by levera ? m pelling way mobile in co 5thfinger
  36. 36. Develop Mobile Brief" 5thfinger
  37. 37. mobile brief" Business Background" Primary & Secondary Objectives" Target (s)" Timing" Key Consumer Insights" [driven by mobile behavior]" " Secondary Consumer Insights / Considerations" Consumer Goal" " " Mandatories" Ongoing TXT Program" Mobile Website
 On-Pack TXT Activation" PC Website Integration" Mobile Site" Other _________________" Mobile Application " " Handset Targeting" iPhone Only" " iPhone Class (iPhone, Palm Pre, (An)Droid) " " Smartphone (iPhone Class + High Res xHTML browsers)" " Smartphone with graceful degradation ! " Feature Phones & Media Phones (LCD)" " …" …" 5thfinger
  38. 38. Present the Core Creative Idea(s) Relationship Driven Core Idea 5thfinger
  39. 39. Establish High 1" Level Objectives Program Planning 7" Research & 2" Immersion Execution Relationship 6" & OptimizationDriven Core Idea 3" Segment Mobile Behavior Develop Mobile Brief 5" 4" Identify Key Insights 5thfinger
  40. 40. 1. mobility planning"2. mobile website development"3. comparative framework" ! 5thfinger
  41. 41. mobile "websitedevelopment"" 5thfinger
  42. 42. 5thfinger
  43. 43. Mobile Content Relevance Winners Model""Indexed and Scored every section of the site (>50) againstthese criteria:"1.  PC Desktop Popularity (Weighting "0.5)"2.  Smartphone Popularity (Weighting 1.0)"3.  Ease of Making Mobile (Weighting "0.75)"4.  Relevance of Mobility (Weighting 1.5)"5.  Revenue Potential (Weighting 0.25)" 5thfinger
  44. 44. 1. mobility planning"2. mobile website development"3. comparative framework" ! 5thfinger
  45. 45. 5thfinger
  46. 46. 5thfinger
  47. 47. Comparative Framework" Shopping" Mobile in the Middle" Mobile Relationship" Lifestyle Extension" Mobile community Branding: Moblie 
 In-store marketing Expanded management around content discovery 
 platform for brands! community focus : Next Big Mobile Move" new and back-to- engine! Empowered Women! school parents! 5thfinger
  48. 48. 1. mobility planning
 
 "2. mobile website development
 
 "3. comparative framework" 5thfinger
  49. 49. THANK YOU + Q&A " Steen Andersson" Co-Founder & VP Strategy
 " 5thfingerwww.flickr.com/photos/35798967@N08/3307330817

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