Rikke Rømer and Simon KibsgårdMIX MOBIL OGSOCIAL OG BLIVEN DEL AFSAMTALEN
Rikke Rømer                                      You at                                  #morgenbriefing              Simo...
Agenda: Mobile + Social1. How we use it2. How marketers use it (cases)3. How you can plan for it4. Some low hanging fruits...
Mobile & Social - is it connected?No Social without mobile         Mobile without social?      @FrkRoemer           @Simon...
Social Semantic: Danes well ahead    @FrkRoemer   @SimonKibsgaard
How we use mobile + Social   @FrkRoemer   @SimonKibsgaard
Global social media statistics   500 million active Facebook users   30 billion pieces of content is shared on Facebook ...
Social media statistics - Denmark   2.7 million have an active Facebook profile   100.000 have a twitter profile   815....
Social media behavior   Me, myself & I.   Entertainment   Whats in it for me?!       @FrkRoemer           @SimonKibsgaard
The F-factor    @FrkRoemer   @SimonKibsgaard
The F-discovery    @FrkRoemer   @SimonKibsgaard
The F-rated    @FrkRoemer   @SimonKibsgaard
The F-feedback   @FrkRoemer   @SimonKibsgaard
The F-together    @FrkRoemer   @SimonKibsgaard
The F-me   @FrkRoemer   @SimonKibsgaard
Mobile Platforms. The real rise ofthe multichannel webIn 1983, the first commercial wireless call was placed with aMotorol...
Mobile Platforms. The real rise ofthe multichannel web    @FrkRoemer   @SimonKibsgaard
Mobile Platform disitribution in Denmark (March 2011)60%                                               51%50%40%30%       ...
Smartphone Penetration in Denmark by age                        (March 2011)50%45%40%35%30%25%20%15%10%5%0%       15-25   ...
Bought Something With Mobile in Denmark                           (March 2011)90%80%70%60%50%40%30%20%10%0%              S...
Mobile is everywherebut still hard to unlock75% turn to their mobile device to check out product details17% would rather a...
Danes Using Social Media via Mobile (March 2011)14%12%10%8%6%4%2%0%        Facebook        Twitter      LinkedIn       You...
When Danes are using Social Media via Mobile –              Which features? (March 2011)18%16%14%12%10%8%6%4%2%0%      Sta...
What Else Are Danes Using Mobile Phones for?                         (March 2011)100%90%80%                               ...
How marketers use it   @FrkRoemer   @SimonKibsgaard
Skanderborg Festival 2010    @FrkRoemer   @SimonKibsgaard
Skanderborg Festival 2011    @FrkRoemer   @SimonKibsgaard
Shake n Donate    @FrkRoemer   @SimonKibsgaard
Dunkin’ Donuts    @FrkRoemer   @SimonKibsgaard
Color app    @FrkRoemer   @SimonKibsgaard
ShoGoo   @FrkRoemer   @SimonKibsgaard
FourSquare, FB Places & Deals    @FrkRoemer   @SimonKibsgaard
Normann Copenhagen   @FrkRoemer   @SimonKibsgaard
How you can planfor mobile+ social?    @FrkRoemer   @SimonKibsgaard
What’s your strategy?                      Marketing Strategy       Digital Marketing Strategy                            ...
Throwing stuff against thewall has never been easierMaking it stick is still the harder part               Presence       ...
The big questionsCustomer centricHow can you influence consistently on touch pointsconsumers have (or could have) with you...
Customer Centric   @FrkRoemer   @SimonKibsgaard
Active evaluation  Initialconsiderat   ion           The Loyalty loop                                                    M...
Map your touch points throughoutthe decision making journey      Initial            Active                Moment of       ...
The big campaign idea            TV….will it fit digitally?             Your Device              Optimized               W...
Search                                                      TV                                    Mobile                  ...
Plan for increasingengagement on a longer term                             CAMPAIGN                             ACTIVITY  ...
Customer centricMarketer centric                         System centric     @FrkRoemer        @SimonKibsgaard             ...
You’ve got to start somewhere    @FrkRoemer   @SimonKibsgaard
Danes Reading their Email on the Mobile                Phone (March 2011)100% 90%            78% 80% 70% 60%              ...
Tak!                               #morgenbriefing@FrkRoemer   @SimonKibsgaard
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Mix Mobile & Social Media and Take Part in the Conversation

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Social is mobile and often mobile is social.
In the creative mix of social media and the mobile channel brands and products can establish themselves and become relevant to consumers.
This presentation is about social media and mobile use, with fresh statistics of use in Denmark, creative social+mobile concepts and models for marketers orchestrating multichannel presence, services and messages considering both consumer journeys, digital platforms and market communication.

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Mix Mobile & Social Media and Take Part in the Conversation

  1. 1. Rikke Rømer and Simon KibsgårdMIX MOBIL OGSOCIAL OG BLIVEN DEL AFSAMTALEN
  2. 2. Rikke Rømer You at #morgenbriefing Simon Kibsgård@FrkRoemer @SimonKibsgaard
  3. 3. Agenda: Mobile + Social1. How we use it2. How marketers use it (cases)3. How you can plan for it4. Some low hanging fruits. @FrkRoemer @SimonKibsgaard
  4. 4. Mobile & Social - is it connected?No Social without mobile Mobile without social? @FrkRoemer @SimonKibsgaard
  5. 5. Social Semantic: Danes well ahead @FrkRoemer @SimonKibsgaard
  6. 6. How we use mobile + Social @FrkRoemer @SimonKibsgaard
  7. 7. Global social media statistics 500 million active Facebook users 30 billion pieces of content is shared on Facebook per month 200 million registered accounts on Twitter as of January 2011 110 million tweets are sent per day on Twitter 200 million views of YouTube via mobile per day @FrkRoemer @SimonKibsgaard
  8. 8. Social media statistics - Denmark 2.7 million have an active Facebook profile 100.000 have a twitter profile 815.000 create content/ upload pictures with the intent to share 200.000 use other social media network sites 1.6 million downloading games, watching music, videos, movies … @FrkRoemer @SimonKibsgaard
  9. 9. Social media behavior Me, myself & I. Entertainment Whats in it for me?! @FrkRoemer @SimonKibsgaard
  10. 10. The F-factor @FrkRoemer @SimonKibsgaard
  11. 11. The F-discovery @FrkRoemer @SimonKibsgaard
  12. 12. The F-rated @FrkRoemer @SimonKibsgaard
  13. 13. The F-feedback @FrkRoemer @SimonKibsgaard
  14. 14. The F-together @FrkRoemer @SimonKibsgaard
  15. 15. The F-me @FrkRoemer @SimonKibsgaard
  16. 16. Mobile Platforms. The real rise ofthe multichannel webIn 1983, the first commercial wireless call was placed with aMotorola DynaTac. The phone cost $3,995, almost 2 kilo andwas 25 cm tall + antenna....1987 @FrkRoemer @SimonKibsgaard
  17. 17. Mobile Platforms. The real rise ofthe multichannel web @FrkRoemer @SimonKibsgaard
  18. 18. Mobile Platform disitribution in Denmark (March 2011)60% 51%50%40%30% 23%20% 12% 13%10% 0%0% iOS Android Windows Nokia Andre Phone 7 @FrkRoemer @SimonKibsgaard 18
  19. 19. Smartphone Penetration in Denmark by age (March 2011)50%45%40%35%30%25%20%15%10%5%0% 15-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 Alder 60+Smartphones are defined as Android, iPhone or Windows Phone 7 @FrkRoemer @SimonKibsgaard 19
  20. 20. Bought Something With Mobile in Denmark (March 2011)90%80%70%60%50%40%30%20%10%0% Smartphone Users All SMS tickets Mobile Apps RingtonesSmartphones are defined as Android, iPhone or Windows Phone 7 @FrkRoemer @SimonKibsgaard 20
  21. 21. Mobile is everywherebut still hard to unlock75% turn to their mobile device to check out product details17% would rather ask the store staff49% browse the mobile web while watching TV @FrkRoemer @SimonKibsgaard
  22. 22. Danes Using Social Media via Mobile (March 2011)14%12%10%8%6%4%2%0% Facebook Twitter LinkedIn YouTube OtherSmartphone are defined as Android, iPhone or Windows Phone 7 @FrkRoemer @SimonKibsgaard 22
  23. 23. When Danes are using Social Media via Mobile – Which features? (March 2011)18%16%14%12%10%8%6%4%2%0% Status messaging Sharing pictures Sharing Links Reading others "Liking" mobile apps Other updates or websites Share of men Share of women @FrkRoemer @SimonKibsgaard 23
  24. 24. What Else Are Danes Using Mobile Phones for? (March 2011)100%90%80% Surfing the Internet70% Social Media60%50% Checking in (eg. with40% FourSquare or FB Places)30% Playing games20%10% Downloading apps 0% Iphone Android All @FrkRoemer @SimonKibsgaard 24
  25. 25. How marketers use it @FrkRoemer @SimonKibsgaard
  26. 26. Skanderborg Festival 2010 @FrkRoemer @SimonKibsgaard
  27. 27. Skanderborg Festival 2011 @FrkRoemer @SimonKibsgaard
  28. 28. Shake n Donate @FrkRoemer @SimonKibsgaard
  29. 29. Dunkin’ Donuts @FrkRoemer @SimonKibsgaard
  30. 30. Color app @FrkRoemer @SimonKibsgaard
  31. 31. ShoGoo @FrkRoemer @SimonKibsgaard
  32. 32. FourSquare, FB Places & Deals @FrkRoemer @SimonKibsgaard
  33. 33. Normann Copenhagen @FrkRoemer @SimonKibsgaard
  34. 34. How you can planfor mobile+ social? @FrkRoemer @SimonKibsgaard
  35. 35. What’s your strategy? Marketing Strategy Digital Marketing Strategy Loyalty programmeMobile Strategy Social Media Strategy Direct Marketing Strategy App Strategy @FrkRoemer @SimonKibsgaard
  36. 36. Throwing stuff against thewall has never been easierMaking it stick is still the harder part Presence Services Messages On many channels - and media @FrkRoemer @SimonKibsgaard
  37. 37. The big questionsCustomer centricHow can you influence consistently on touch pointsconsumers have (or could have) with your business?System centricHow do you manage your digital marketing ecosystemMarketer centricHow can you orchestrate campaigns, apps/services and yourdigital platform to increase customer engagement? @FrkRoemer @SimonKibsgaard
  38. 38. Customer Centric @FrkRoemer @SimonKibsgaard
  39. 39. Active evaluation Initialconsiderat ion The Loyalty loop Moment of purchase Trigger Post Purchase Experience @FrkRoemer @SimonKibsgaard Inspired by McKinsey
  40. 40. Map your touch points throughoutthe decision making journey Initial Active Moment of Post purchase consideration evaluation purchase experience Touch Touch Touch Touch Touch Point 05 Touch Touch Point Point 02 Point 03 Point 04 Point Point 07 01 06 @FrkRoemer @SimonKibsgaard
  41. 41. The big campaign idea TV….will it fit digitally? Your Device Optimized Website@FrkRoemer @SimonKibsgaard
  42. 42. Search TV Mobile App Facebook Your Device Optimized Twitter Website Radio Print You Tube Display @FrkRoemer @SimonKibsgaard 42 Inspired by Forrester
  43. 43. Plan for increasingengagement on a longer term CAMPAIGN ACTIVITY APP or SERVICE CAMPAIGN APP or ACTIVITY SERVICE APP or CONSUMER SERVICE @FrkRoemer @SimonKibsgaard Inspired 43 R/GA by
  44. 44. Customer centricMarketer centric System centric @FrkRoemer @SimonKibsgaard 44
  45. 45. You’ve got to start somewhere @FrkRoemer @SimonKibsgaard
  46. 46. Danes Reading their Email on the Mobile Phone (March 2011)100% 90% 78% 80% 70% 60% 54% 50% 43% 40% 30% 22% 20% 10% 3% 0 0% Smartphone Users All Read all or most emails on the phone Occasionally read mails on the phone Never read mails on the phoneSmartphones are defined as Android, iPhone or Windows Phone 7 @FrkRoemer @SimonKibsgaard 46
  47. 47. Tak! #morgenbriefing@FrkRoemer @SimonKibsgaard

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