The Marketer’s Guide To iPad for Business Listen to audio over your computer speakers or headphones, or phone in toll-free on:Australia: 1800 903 061 New Zealand: 0800 45 2198 Singapore: 800 120 5611China: 4001 646 424 Hong Kong: 800 905 507 India: 000 800 650 1701Indonesia: 007 803 011 0394 Malaysia: 1800 81 5376 Philippines: 1800 1651 0717Thailand: 1800 658 132 Taiwan: 00 806 651 909 Vietnam: 120 65 158 Access Code: 502-538-536 We will begin at approximately 12 Noon Australian EST
More than 17 million iPad/iPad2 units sold worldwide!Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/
8% of online Australiansown a tablet device!Source: Nielsen Online, Lillian Zrim
In U.S., 500,000 iPad2ʼs sold onthe ﬁrst day, 70% to new users!Source: ipadforums.net, Reuters
On March25, iPad2went onsale inAustralia,selling outwithinhours!Source: International Business Times
Market Growth of Tablets 242.3 Million Sydne sold in 2015 y 19.7 Million sold in 2010Source: isuppli.com, itp.net
87% of iPad owners use it every day 35% 39% Source: btrax
iPad Sta1s1cs 15 59 90 15MM iPad already 90% tablet units sold available in market in 2010 59 countries share Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com
iPad in the Enterprise 50 50% of Fortune 80 80% of Fortune 100 using iPad 500 deploying or commercially pilo1ng iPad Source: zdnet.com, dashboardinsight.com
10 10 bn App Economy 8 Available Apps 400 Thousand 200Downloads (Billion)! 6 0 Jul-06 Jan-07 Apple Android 4 2 0 0 1 2 3 4 5 6 7 8 9 10 Quarters after launch! Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com Apps iTunes
Nearly half of mobile traﬃc occurs on iPad Mobile Traffic Report from Forrester Retail Site 10.3% iPad iPhone iPod Touch 45.5% Droid Blackberry Tour Blackberry Onyx Samsung Moment 33.1% Other MobileSource: Forrester, February 2011
Mobile share of web use on the rise Visits to Business Insider From Mobile Devices (Share Of Mobile Visits Per Device) 60% 50% iPhone 40% 30% Android iPad 20% Mobile Share of Total Visits 10% iPod Blackberry 0% July 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11Source: Business Insider, May 2011
iPad users’ percep1on of mobile adver1sing • More receptive to ads than other device users! ! • Enjoys interactive ads! ! • Looks more at ads with video! • Appreciates innovative advertising methods! ! • More likely to make a purchase after viewing an ad!Source: The Nielsen Company
The Australian Mobile Audience Landscape 400000 90000000 350000 80000000 70000000 300000 60000000 250000 50000000 200000 Ave Daily UB 40000000 PI 150000 30000000 100000 20000000 50000 10000000 0 0 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 09 09 09 09 09 10 10 10 10 10 10 10 10 10 10 10 10 11 11 11 11 11 Source : Nielsen Market Intelligence, Mobile content, Total Traffic May 2011
Brand websites that break on the iPad Source: btrax
AUDIENCE POLL Why did you purchase orwant to purchase a tablet?
Businesses incorporate the iPad in various ways Utility! Entertainment! Information! Incorporate games, videos,Call customers to act in a Offer additional knowledge and other entertaining way that is in line with about products or related features based around business objectives! services ! products !
Utility! Cathay Paciﬁc Travel Resources CX Mobile makes travelling easier by letting users handle many travel necessities at any time and from anywhere in the world, including:! Ø Check in! Ø Check ﬂight status! Ø Booking a ﬂight! Ø Manage your booking! Ø Get ﬂight schedules ! Ø Access City Guides to over 70 destinations worldwide !Source: itunes.apple.com
Utility! ChaXer Salesforceʼs Chatter is designed to improve employee collaboration and engagement. ! ! Great tool for sales teams in particular, as the app features groups, ﬁle sharing as well as the short “what are you working on” updates. !Source: itunes.apple.com, fashionista.com
Utility! Starbucks Coﬀee-‐maker Features include:! Ø Store Locator! Ø Drink Builder: Create and share your perfect Starbucks ® beverages! Ø Food Menu with nutritional info and ingredients! Ø Coffee Menu! Ø Job Finder! Ø myStarbucks: Save all of your favorites for quick recall and sharing. !Source: itunes.apple.com
Entertainment! Australian Gourmet Traveller The digital edition of GOURMET TRAVELLER is an interactive app-based magazine available for free.! Features include:! Ø How-to videos! Ø Cooking demonstrations! Ø Picture Slideshows! ! ! Source: itunes.apple.com
Entertainment! Disney Interac1vity Features include: ! Ø Play & download games.! Ø Listen to Radio Disney.! Ø Interact with Disney characters. ! Ø Create personalized greetings from characters.! Ø Watch new, favorite and original videos.! Ø Get the latest Disney news and updates about movies, TV shows, events and more! Ø Movie showtimes, locations and tickets! Source: itunes.apple.com
Entertainment! Burberry Retail Theatre During their 2011 spring/summer show, 25 Burberry boutiques around the globe streamed the runway show live for customers on social media. ! ! iPads with a special Burberry app were distributed among the public, allowing the public to order and buy the items on show straight away. ! Source: Ogilvy
Information! Ford Fiesta Brochure The Ford Fiesta brochure app is a friendly, easy-to-use presentation that takes you on a complete tour of Fiesta in a simple magazine format.! Features include:! Ø 360-degree views of exterior & interior! Ø Details of 15 class-exclusive features! Ø Informative videos! Ø View all of Fiestas exterior colors ! Ø Dealer locator current dealer inventory! Ø Price quote request! Source: itunes.apple.com
Information! Mercedes-‐Benz Advantage Mercedes-Benz Advantage is an app made for the automakers sales force. The app provides quick access to the latest deals and a quicker turnaround time for customer credit application processes.! ! Flickr user iFun.de The program streamlines the closing of the deal by eliminating the potentially deal-killing walk away. ! Source: autoblog.com
Information! InterCon1nental Concierge With the free InterContinental® Concierge Insider Guides iPad App, users tap into the knowledge and experiences of the InterContinental Concierges.! Features include: ! Ø Local concierge recommendations for over 120 destinations! Ø Video tours! Ø An interactive map of recommended shops, restaurants and local attractions! Source: itunes.apple.com
Strategic Approach to ! Content Creation for the Tablet!Measure Strategy ! ! Create! Publish! Measure Measure ! !
Strategic Approach to ! Content Creation for the Tablet! Measure Strategy ! ! Create! Publish! Measure Measure ! !DiscoverWhat are our goals?!Who will we reach?!What are our resources?! !PlanWhere will people interact Reﬁne messaging inwith content?! content.!Deﬁne content types.! Modify channels ofDevelop strategy.! distribution.! ! !
Strategic Approach to ! Content Creation for the Tablet! Measure Strategy ! ! Create! Publish! Measure Measure ! !Discover StoryWhat are our goals?! Deﬁne message and tone.!Who will we reach?! What problem are you tryingWhat are our resources?! to solve?! ! ! !Plan ContentWhere will people interact Owned content.!with content?! Event triggered.!Deﬁne content types.! Consumer generated. !Develop strategy.! ! !
Strategic Approach to ! Content Creation for the Tablet! Measure Strategy ! ! Create! Publish! Measure Measure ! !Discover Story CurateWhat are our goals?! Deﬁne message and tone.! Determine sources.!Who will we reach?! What problem are you trying Aggregate content.!What are our resources?! to solve?! Apply keywords. ! ! ! ! !Plan Content DistributeWhere will people interact Owned content.! Content seeding with !with content?! Event triggered.! online destinations: !Deﬁne content types.! Consumer generated. ! social channels, etc.!Develop strategy.! ! ! !
Strategic Approach to ! Content Creation for the Tablet! Measure Strategy ! ! Create! Publish! Measure Measure ! !Discover Story Curate EvaluateWhat are our goals?! Deﬁne message and tone.! Determine sources.! Content performance meetWho will we reach?! What problem are you trying Aggregate content.! goals?!What are our resources?! to solve?! Apply keywords. ! Which channels are best?! ! ! ! Which most valuable? ! ! !Plan Content Distribute OptimizeWhere will people interact Owned content.! Content seeding with ! Reﬁne messaging inwith content?! Event triggered.! online destinations: ! content.!Deﬁne content types.! Consumer generated. ! social channels, etc.! Modify channels ofDevelop strategy.! ! ! distribution.! ! !
Ogilvy is the most awarded social media agency in APAC The Holmes Report Awards Click Awards • 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing IPA Effectiveness Awards WPPed Cream Awards • 2010: Bronze award for “How Branding • 2010: Best Consumer Marketing Generated Sales, Even in a Recession” ITSMA Marketing Excellence Awards Asia Pacific PR Awards • 2010: Most Effective Public Relations • 2010: Best Use of Digital x 3 (Diamond) • 2009: Best Use of Digital IBM Global Best Practice Awards Asia Marketing Effectiveness Awards • 2010: Best CFO Case Study (Silver) • 2010: Most Effective Public Relations • 2010: Best Impact in Regional Activity Using Social Media (Bronze) Ogilvy Professional Achievement Awards • 2010: Values Award • 2010: Best in Digital Influence (Taiwan) Microsoft Marketing Awards • 2010: Best Specialized Marketing (Shanghai) • 2010: Social Media Marketing in Asia Pacific • 2010: Best submission for 30th anniversary competition (Hong Kong) Atticus Awards • 2010 Best Digital Influence Essay Brian GiesenCONTACT: Regional Director | 360° Digital Influence Mike Boyd Managing Director Ogilvy Sydney Appcast p 02 8281 3853 p 02 9409 0088 e firstname.lastname@example.org e email@example.com t @bdgiesen t @mike_boyd
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