Mobile and Social Interactions


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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
  • Mobile and Social Interactions

    1. 1. Mobile and Social<br />Generating new types of customer interaction<br />
    2. 2. About Me...<br />11 years’ hard labour in mobile marketing<br />Author of ‘Insights into the Mobile Future’ report for UK Government<br />Director of Customer Strategy at Mobile Interactive Group<br />@timmcdunn<br />
    3. 3. .com<br />Paid Media<br />Call Centre<br />Branch<br />Brand<br />Service<br />Consumer<br />then<br />
    4. 4. Service<br />Brand<br />Events<br />Gaming<br />Branch<br />.com<br />Mobile<br />Sponsorship<br />Blogs<br />Paid Media<br />Consumer<br />Call Centre<br />Social <br />Networks<br />Mobi<br />Apps<br />now<br />
    5. 5.
    6. 6.
    7. 7. Addressing the Digital Native<br />Us<br />Them<br />
    8. 8. Choice<br />I’m the customer...<br />I want what I want, when I want it<br />
    9. 9. Generational Brand Gap<br />Wha’eva...<br />Social Networks<br />Mobile web<br />Widgets<br />Games<br />Mates<br />Email<br />Apps<br />SMS<br />Viral<br />IM<br />Buy it!<br />Buy it!<br />Branches<br />Call Centres<br />Own-brand web sites<br />TV Advertising<br />Direct Mail<br />Outbound calling<br />
    10. 10. No...<br />
    11. 11. No...<br />
    12. 12. The end of Pull and Push<br />Service advertising<br />Call centre<br />Branch<br />Web log-in<br />Statements<br />DM<br />Outbound dial<br />Paper vouchers<br />
    13. 13. Brands should just ‘float’<br />...naturally within the user’s daily life<br />
    14. 14. The smartphone revolution...<br />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<br />Q1 2011:<br />45% smartphone penetration in the UK<br />ComScore<br />High digital usage<br />2011<br />2013<br />Smartphone penetration<br />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<br />Medium digital usage<br />2011<br />2013<br />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<br />Little digital usage<br />2013<br />2011<br />
    15. 15. The big players in mobile...<br />
    16. 16. Google<br />Android OS set for 40% market share by 2014<br />20% of all search to move to mobile by 2012 (93.8% share of market)<br />YouTube<br />100m mobile plays per day<br />HTML5 version for iOS<br />AdMob purchased for $750m<br />
    17. 17. Apple<br />50% of global mobile data – 74% in the UK<br />Captured 72% of Japanese smartphone market<br />Generate doublethe profit of all other phone makers globally, despite 3% market share<br />Acquired Quattro, released iAd to great reception<br />App Store revenues for 2010 - $6.2bn<br />
    18. 18. Facebook<br />200m active mobile users<br />Mobile web, plus apps across every OS<br />Embedded deeply into every mobile OS<br />200 mobile operators in 60 countries actively deploying Facebook products<br />Facebook Zero rapidly spreading through the developing world<br />
    19. 19. Facebook<br />
    20. 20. So what does this mean for customer experience?<br />
    21. 21. Friends<br />Location<br />Common Purpose?<br />Time<br />
    22. 22. Context<br />
    23. 23.
    24. 24. Your customers are probably here<br />
    25. 25.
    26. 26. x 3.5<br />
    27. 27. 5m new mobile web users in 12 months Oct 09-10 – a 39.4% growth rate<br />ComScore<br />
    28. 28. Right<br />
    29. 29. Even more right<br />
    30. 30. How to design this experience?<br />
    31. 31. Start creating true multi-channel experiences<br />
    32. 32.
    33. 33.
    34. 34. Traditional Brand Communications<br />Mobile<br />Real-world digital<br />Old-skoolweb<br />Social<br />Multi-channel User Experience<br />
    35. 35. Methodology<br />Reward<br />Promotion<br />Discovery<br />Check-in<br />Viral<br />Content<br />Redemption<br />
    36. 36. Apps<br />Web<br />Advanced tech<br />SMS<br />Voice<br />Mobile comms for everyone<br />
    37. 37.
    38. 38.
    39. 39. Places Models<br />Individual<br />“25% off when you check in”<br />Friend<br />“Check in with 5 friends and get free drinks”<br />Loyalty<br />“Check in 5 times this month and get free personal shopper£<br />Charity<br />“Go Large today and we give $1 to Kids Club”<br />
    40. 40. McDonalds<br /><ul><li>100 randomly awarded $5 and $10 giftcards as ‘checkin bait’
    41. 41. Check-ins rose by 33% on 4sqday</li></li></ul><li>Nike<br />Nike capitalise on users checkins at music festivals to drive them to a secret reward<br />
    42. 42.
    43. 43. Mazda<br />Give away 5 cars a month plus 20% discount on certain models<br />
    44. 44. Odeon<br />Users check in and get free popcorn<br />
    45. 45. Next<br />Stage 1 <br />Look for the yellow<br />‘deal’ card <br />Stage 2 <br />Select ‘claim deal’ <br />Stage 3<br />Redeem at POS<br />
    46. 46. CNN<br />As part of CNN’s healthy eating drive, they partnered with US Farmer’s Markets<br />Users check in to earn badge and get healthy food<br />
    47. 47. The Future?<br />
    48. 48.
    49. 49. iPhone 5 will play a part...<br />
    50. 50. developing NFC<br />Mobile ID recognition<br />Contactless Retailers<br />P2P payment<br />Social interface<br />Transport and ticketing<br />
    51. 51.
    52. 52. Facebook to REALLY connect<br />Retailer<br />
    53. 53. Have a great day!<br />Come meet Mobile Interactive Group in the Upzone today <br />Tim Dunn<br />@timmcdunn<br />
    54. 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.<br />2 March 2011<br />Follow us @Econsultancy<br />