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Marketers guide to ipad for business

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Marketers guide to ipad for business presented by Brian Giesen of Ogilvy, Mike Boyd of Alpha Salmon and James New from Citrix Online.

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Marketers guide to ipad for business

  1. 1. 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
  2. 2. Meet Your Moderator James New APAC Marketing
  3. 3. How to interact todayRaise your virtual hand up to ask an audio question at the end     Type  your  comments   Type  ques)on  here   and  ques1ons  here   throughout    
  4. 4. Twitter Hashtag #iPad4biz
  5. 5. Meet Your Speaker’sBrian Giesen | @bdgiesen Mike Boyd | @mike_boyd Regional Director, Sydney Managing DirectorOgilvy 360°Digital Influence AppCast Pty Ltd
  6. 6. The Marketer’s Guide to iPad for Business Presented by Ogilvy 360°Digital Influence and AppCast 11 August 2011Confidential 11/08/11
  7. 7. AUDIENCE POLLDo you own an iPad?
  8. 8. The iPad landscape
  9. 9. More than 17 million iPad/iPad2 units sold worldwide!Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/
  10. 10. 8% of online Australiansown a tablet device!Source: Nielsen Online, Lillian Zrim
  11. 11. In U.S., 500,000 iPad2ʼs sold onthe first day, 70% to new users!Source: ipadforums.net, Reuters
  12. 12. On March25, iPad2went onsale inAustralia,selling outwithinhours!Source: International Business Times
  13. 13. Market Growth of Tablets 242.3 Million Sydne sold in 2015 y 19.7 Million sold in 2010Source: isuppli.com, itp.net
  14. 14. 87%  of  iPad  owners  use  it  every  day 35%   39%  Source: btrax
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Brand  websites  that  break  on  the  iPad Source: btrax
  23. 23. AUDIENCE POLL Why did you purchase orwant to purchase a tablet?
  24. 24. Who is using the iPad?
  25. 25. 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 !
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Strategic Approach to ! Content Creation for the Tablet!Measure Strategy ! ! Create! Publish! Measure Measure ! !
  36. 36. 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.! ! !
  37. 37. 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.! ! !
  38. 38. 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.! ! ! !
  39. 39. 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.! ! !
  40. 40. Resources:
  41. 41. Additional ResourcesGetting started:!•  http://www.apple.com/ipad/business/!!Staying smart:!•  https://discussions.apple.com/community/ipad?categoryID=267!•  http://www.asiadigitalmap.com/!•  http://www.zipadblog.com/!•  http://www.tipb.com/!Slideshare presentations:!•  http://www.slideshare.net/emakina/ipadvertising?from=ss_embed!•  http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics!!!
  42. 42. 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 brian.giesen@ogilvy.com.au e mike@appcast.com.au t @bdgiesen t @mike_boyd
  43. 43. Q&A Type your Type  ques)on  here  comments andquestions here
  44. 44. 3 great Reasons to fill out the exit survey1 Receive a Complimentary Copy of today’s presentation2 Request a free trial of GoToWebinar, GoToMeeting or GoToMyPC by Citrix3 Access a special subscription offer of the First 2 Months Free before 31 Aug
  45. 45. Today’s webinar brought to you by: Webinars Made Easy For a free trial and to learn more visit phone: Australia: 1800 451 485 New Zealand: 0800 42 4874 Hong Kong: 852 2100 5077 India: 1 800 103 5551 Visit: www.gotowebinar.com Follow our blog workshifting.com SPECIAL OFFER to Today’s Webinar Attendees Subscribe to Any GoTo Products before 31 August and get the FIRST TWO MONTHS FREEAccess your PC or Mac from Anywhere NOW with HD Faces Video Conferencing
  46. 46. Q&ARaise your virtual hand up to ask an audio question at the end Type your Type  ques)on  here   comments and questions here
  47. 47. Thank you for attending (and interacting)! We will send you a link to the recorded session later today Next Webinar: Thurs 18 August at Noon AEST With Bob Hanson, President, Quantum Leap Marketing How to Create New Qualified Leads with Webinars #LunchLearn

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