Mobile and Social Interactions

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A short deck presented at TFM&A for eConsultancy, 2nd March 2011

A short deck presented at TFM&A for eConsultancy, 2nd March 2011

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  • At home on the sofa?
  • How do you find your site, what measures do you need to take to make sure you rank highly for your goods and services
  • Test often, on multiple devices.Revist the users who you first spoke to and ask what they think. It’s an ongoing process

Transcript

  • 1. Mobile and Social
    Generating new types of customer interaction
  • 2. About Me...
    11 years’ hard labour in mobile marketing
    Author of ‘Insights into the Mobile Future’ report for UK Government
    Director of Customer Strategy at Mobile Interactive Group
    @timmcdunn
  • 3. .com
    Paid Media
    Call Centre
    Branch
    Brand
    Service
    Consumer
    then
  • 4. Service
    Brand
    Events
    Gaming
    Branch
    .com
    Mobile
    Sponsorship
    Blogs
    Paid Media
    Consumer
    Call Centre
    Social
    Networks
    Mobi
    Apps
    now
  • 5.
  • 6.
  • 7. Addressing the Digital Native
    Us
    Them
  • 8. Choice
    I’m the customer...
    I want what I want, when I want it
  • 9. Generational Brand Gap
    Wha’eva...
    Social Networks
    Mobile web
    Widgets
    Games
    Mates
    Email
    Apps
    SMS
    Viral
    IM
    Buy it!
    Buy it!
    Branches
    Call Centres
    Own-brand web sites
    TV Advertising
    Direct Mail
    Outbound calling
  • 10. No...
  • 11. No...
  • 12. The end of Pull and Push
    Service advertising
    Call centre
    Branch
    Web log-in
    Statements
    DM
    Outbound dial
    Paper vouchers
  • 13. Brands should just ‘float’
    ...naturally within the user’s daily life
  • 14. The smartphone revolution...
    Young users, who are addicted to digital products and communities, will place the smartphone at the top of their device wish-list, leading to near universal take-up within two years
    Q1 2011:
    45% smartphone penetration in the UK
    ComScore
    High digital usage
    2011
    2013
    Smartphone penetration
    Adults are the current key market for smartphones due to their high tariff and previous exclusivity to Pay Monthly tariffs. However, fewer habitual users of social and digital products mean that not all adults will want one
    Medium digital usage
    2011
    2013
    Older users who make little use of digital platforms, and for whom new devices are a source of confusion or discomfort, will be less likely to acquire a smartphone
    Little digital usage
    2013
    2011
  • 15. The big players in mobile...
  • 16. Google
    Android OS set for 40% market share by 2014
    20% of all search to move to mobile by 2012 (93.8% share of market)
    YouTube
    100m mobile plays per day
    HTML5 version for iOS
    AdMob purchased for $750m
  • 17. Apple
    50% of global mobile data – 74% in the UK
    Captured 72% of Japanese smartphone market
    Generate doublethe profit of all other phone makers globally, despite 3% market share
    Acquired Quattro, released iAd to great reception
    App Store revenues for 2010 - $6.2bn
  • 18. Facebook
    200m active mobile users
    Mobile web, plus apps across every OS
    Embedded deeply into every mobile OS
    200 mobile operators in 60 countries actively deploying Facebook products
    Facebook Zero rapidly spreading through the developing world
  • 19. Facebook
  • 20. So what does this mean for customer experience?
  • 21. Friends
    Location
    Common Purpose?
    Time
  • 22. Context
  • 23.
  • 24. Your customers are probably here
  • 25.
  • 26. x 3.5
  • 27. 5m new mobile web users in 12 months Oct 09-10 – a 39.4% growth rate
    ComScore
  • 28. Right
  • 29. Even more right
  • 30. How to design this experience?
  • 31. Start creating true multi-channel experiences
  • 32.
  • 33.
  • 34. Traditional Brand Communications
    Mobile
    Real-world digital
    Old-skoolweb
    Social
    Multi-channel User Experience
  • 35. Methodology
    Reward
    Promotion
    Discovery
    Check-in
    Viral
    Content
    Redemption
  • 36. Apps
    Web
    Advanced tech
    SMS
    Voice
    Mobile comms for everyone
  • 37.
  • 38.
  • 39. Places Models
    Individual
    “25% off when you check in”
    Friend
    “Check in with 5 friends and get free drinks”
    Loyalty
    “Check in 5 times this month and get free personal shopper£
    Charity
    “Go Large today and we give $1 to Kids Club”
  • 40. McDonalds
    • 100 randomly awarded $5 and $10 giftcards as ‘checkin bait’
    • 41. Check-ins rose by 33% on 4sqday
  • Nike
    Nike capitalise on users checkins at music festivals to drive them to a secret reward
  • 42.
  • 43. Mazda
    Give away 5 cars a month plus 20% discount on certain models
  • 44. Odeon
    Users check in and get free popcorn
  • 45. Next
    Stage 1
    Look for the yellow
    ‘deal’ card
    Stage 2
    Select ‘claim deal’
    Stage 3
    Redeem at POS
  • 46. CNN
    As part of CNN’s healthy eating drive, they partnered with US Farmer’s Markets
    Users check in to earn badge and get healthy food
  • 47. The Future?
  • 48.
  • 49. iPhone 5 will play a part...
  • 50. ...in developing NFC
    Mobile ID recognition
    Contactless Retailers
    P2P payment
    Social interface
    Transport and ticketing
  • 51.
  • 52. Facebook to REALLY connect
    Retailer
  • 53. Have a great day!
    Come meet Mobile Interactive Group in the Upzone today
    Tim Dunn
    @timmcdunn
  • 54. Econsultancy runs 30+ different courses covering digital marketing and e-commerce, as well as two MSc qualifications (see brochure) We also deliver training in-company if you've got a team.The Training & Qualifications Team is here so meet them after this session or visit Econsultancy at Stand H42 if you've got any questions.Don't forget your 25% discount on training courses (see flyer) - use it up to the end of this month!Econsultancy helps its 100,000 members build their internal capabilities via a combination of research reports and how-to guides, training and development consultancy, face-to-face conferences, forums and professional networking.For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.
    2 March 2011
    Follow us @Econsultancy