Mobylizr mobile NIMA 06 10 2011 v1

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Deze presentatie was onderdeel van de middag workshops tijdens het NIMA social experiment event. Voor vragen en meer informatie over de mogelijkheden van mobiel en "connected devices"voor uw merk en bedrijf kunt u mij altijd benaderen. Grtz, Mark de Kock

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Mobylizr mobile NIMA 06 10 2011 v1

  1. 1. NIMA – The social experiment<br />Social apps maar dananders<br />Mark de Kock, Mobylizr<br />
  2. 2. Stay hungry, stay foolishSteve Jobs 1955-2011<br />
  3. 3. Wie ben je? Mark de KockLost Boys, Agency.com, Delta Lloyd, Sara Lee<br />Mobylizr, interactief bureau gespecialiseerd in mobielestrategie en marketing<br />Co-founder: SanneWalvisch<br />Mobile strateeg<br />Interim/freelance <br />e-marketeer<br />Marketing consultant<br />Cardcloud.com/Markies<br />@markies<br />0655870078 / mark@mobylizr.com<br />
  4. 4. Let’s do this!<br />Rondjelangs de velden<br />Trends<br />Cijfers<br />Bouwers<br />Maturiteit van de markt<br />Wat is social?<br />Merken en hun (socialeinteractie)<br />3 socialevoorbeelden<br />Oefening; De idealesocialeapplicatievoorParnassia<br />Inventarisatiewat de idealekaraktereigenschappenzijn<br />Wat is belangrijk / watniet<br />
  5. 5. Wat is onzerealiteit? > allesdigitaal<br />Media consumption average hours per week<br />Today<br />100<br />Gaming<br />90<br />80<br />Digital radio<br />70<br />Mobile<br />60<br />Outdoor<br />50<br />Digital TV<br />Cinema<br />40<br />30<br />Analogue radio<br />Analogue TV<br />20<br />Internet<br />10<br />Print<br />0<br />1960<br />1980<br />2000<br />2020<br />1920<br />1940<br />
  6. 6. Lineair<br />1 dimensionaal<br />Max lengte van uitzending + ankeilers<br />Passief<br />
  7. 7. Non-lineair<br />Nietlocatiegebonden<br />Multi dimensionaal<br />Max lengte “oneindig”<br />Actief EN/OF passief<br />Connected devices<br />
  8. 8. Hoe groot is/wordt de mobielemarkt?<br />Source: http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-7<br />
  9. 9. Watdoen we op de mobiel?<br />Source: http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-19<br />
  10. 10. iPhone gebruik<br />Source: http://mashable.com/2011/09/25/iphone-5-infographic/<br />
  11. 11. Wieheeftwelkbereik<br />Source:http://www.comscore.com/Press_Events/Press_Releases/2011/9/Android_Captures_number_2_Ranking_Among_Smartphone_Platforms_in_EU5<br />
  12. 12. Scan van de mobielebedrijven in NL<br />Strategic<br />Thought<br />leaders<br />UX<br />Tech<br />Execution<br />
  13. 13. Maturiteit<br />Stelling:<br />“Mobielekennis” is tussen de 3 en 15 jaaroud<br />Groei van competenties in lijn met de opkomst van smartphones en tablets<br />Voorbeeldrollen:<br />Strategy<br />UX<br />DesignTECH<br />CRM<br />Social<br />Marketing<br />Smartphones<br />Tablets<br />Maturity<br />‘05<br />‘11<br />‘08<br />Smartphones<br />Tablets<br />Mobieletelefoons<br />+ providers<br />Source: Mobylizr research<br />
  14. 14. Maturiteit<br />Groei van competenties in lijn met de opkomst van smartphones en tablets<br />Voorbeeldrollen:<br />Strategy<br />UX<br />DesignTECH<br />CRM<br />Social<br />Marketing<br />Smartphones<br />Tablets<br />Maturity<br />‘05<br />‘11<br />‘08<br />Smartphones<br />Tablets<br />Mobieletelefoons<br />+ providers<br />Source: Mobylizr research<br />
  15. 15. Merken en hun (sociale) interactie<br />offline<br />phone<br />service<br />loyalty<br />orientation<br />differentiation<br />purchase<br />tv<br />billboard<br />Events<br />shop<br />dm<br />tv<br />narrowcasting<br />Brand<br />website<br />website<br />CONSUMER<br />CUSTOMER<br />MY website<br />banners<br />E-newsletter<br />Blog<br />eDM<br />online<br />Lineair of…..?<br />En waar past mobiel?<br />
  16. 16. Bouwstenenvoorsociale apps<br />Lokatie<br />Relaties<br />Communicatie<br />Content<br />Context<br />Timing<br />
  17. 17. M-Health + viral<br />Cross platform want:<br />Mobiel + Web + integratie met Facebook / Twitter<br />
  18. 18. M-Health + viral<br />Cross platform want:<br />Mobiel + Web + integratie met Facebook / Twitter<br />
  19. 19. Communicatie<br />Cross platform want:<br />Mobiel + Web + integratie met Telefoonlijst / Facebook / Twitter<br />
  20. 20. Communicatie<br />Cross platform want:<br />Mobiel + Web + integratie met Telefoonlijst / Facebook / Twitter<br />
  21. 21. M-Health + viral + gamification<br />Cross platform want:<br />Mobiel + Web<br />
  22. 22. M-Health + viral + gamification<br />Cross platform want:<br />Mobiel + Web<br />
  23. 23. Muziek + viraal<br />Cross platform want:<br />Mobiel + Applicatie + integratie met Facebook / twitter<br />
  24. 24. Stelling: Watzoekenmerken?<br />In toenemende mate zoekenzij “engagement en activatie” met mobiel as nr 1 activiteit.<br />1-on-1<br />Sterke data verzamelingvoorrelevanteinteractie<br />Directeafrekenmethoden<br />Merk engagement<br />Belevingfaciliterenipvzenden<br />Effectieve marketing inzet op de juistedoelgroepen<br />
  25. 25. Introductie in bouwproces<br />Initieer<br />Initiate<br /><ul><li>Audience
  26. 26. Brief
  27. 27. Readiness
  28. 28. Goals
  29. 29. Dependencies</li></ul>Definieer<br />Debrief<br /><ul><li>Concept
  30. 30. Design
  31. 31. FD / TD / ID
  32. 32. CRM
  33. 33. KPI</li></ul>Maak<br />Develop<br /><ul><li>Beta version
  34. 34. User testing
  35. 35. Reiterate
  36. 36. Stakeholder approval</li></ul>Lanceer<br />Launch<br /><ul><li>Campaign
  37. 37. Optimize</li></ul>Leer<br />Learn<br /><ul><li>Share lessons
  38. 38. State of mobile
  39. 39. Use cases
  40. 40. Stats</li></ul>Step 2<br /> Step 3<br />Step 4<br />Step 5<br />Step 1<br />Herhaal<br />
  41. 41. Vingeroefening<br />Opdracht: Bedenkeennieuwe app voorParnassia<br />10 minuten (!!) bedenktijd<br />Vormeengroepje van 5 mensen<br />Omschrijf de top driesuccesfactoren<br />Omschrijf de belangrijkstefunctionaliteit(en)<br />Omschrijf de doelgroep(en)<br />Na 10 minutengroepsdiscussie<br />Wat is de ideale app voorParnassia op basis van <br />Vorm<br />Doelstelling<br />Functionaliteit<br />
  42. 42. Backup<br />
  43. 43. Mobile opportunities > the consumer IS mobile<br />Mobile is increasing in growth across country borders, cultural development AND all income levels.<br />Mobile time spent online is outpacing all others media shares/usage in growth.<br />Mobile devices sold will outnumber sold PC’s in 2011. <br />Consumers are increasingly treating mobile connectivity as a ubiquity.<br />Mobile is not just cellular but connected devices.<br />Brands will increasingly look for engagement and activation within mobile as their nr 1 activity.<br />1-on-1 engagement<br />Strong data capture for relevance in interaction<br />Direct billing relationship possible<br />Brand engagement<br />Marketing efforts increase in effectivity<br />Multiple new brand engagement (marketing) efforts emerging = innovation<br />A integration of traditional marketing with social and mobile increase effectiveness (earned, owned, payed).<br />Mobile is growing in relevance for retailing <br />In sales cycle phases: top of mind positioning, selection, transaction, service, rebuy<br />In combination with other online channels + offline <br />
  44. 44. Mobile opportunities > considerations<br />Mobile is not just one area of expertise. <br />Mobile is beyond the app, much more towards “connected devices”. <br />True leadership in mobile requires a range of knowledge areas such as: <br /><ul><li>CRM, UX, Location, business, Branding, marketing, etc.</li></ul>Together these knowledge areas make the best mobile experience across multiple connected devices.<br />Mobile is not a separate entity but much more integrated with “Digital brand DNA”.<br />

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