1. THE MOVEABLE BRAND
November 30, 2011

2. Dan Weingrod
Helping Brands and Businesses
Participate on the Internet

3. http://www.flickr.com/photos/igboo/

4. "Every two days now we create as
much information as we did from the
dawn of civilization up until 2003. "
- Eric Schmidt, CEO Google

6. 60% OF APPLE’S SALES
are from products that did not
exist 4 years ago

7. USERS SPEND MORE TIME ON SOCIAL NETWORKS
than they do on portals

8. GOOGLE’S US REVENUE
will soon exceed total US newspaper
revenue

9. PEOPLE SPEND MORE TIME ONLINE
50%
43%
8%
25%
25%
16%
8%
0%
Print Radio Television Internet & Mobile
than they do with print and radio combined

11. All Connected
All Content Creators

12. MOBILE

13. Pop Quiz
Name the country that allows
opening and funding of bank
accounts and money transfer using
mobile phones?

14. Finland?
UK?
Japan?

15. Kenya
2013
+100%
2011 39M
63%
2008 24.9M
39%
14.3M

16. M-PESA
12 Million customers
$15.6 M transfer fee

17. Micro Loans
Crop Sales
Healthcare
Commerce

18. Dumb Phones
http://www.flickr.com/photos/yisris/267108001/

19. http://www.flickr.com/photos/whiteafrican/2736558918/ http://www.flickr.com/photos/zoetnet/4669800101/
Essential Accessory

23. 77%
of the planet owns a mobile device

24. TABLETS
http://www.flickr.com/photos/coolmikeol/4495161742/

30. Mobile = Phone
Mobile = Access
Mobile = Content
Mobile = Connection
Mobile = Commerce

31. ACCESS
http://www.flickr.com/photos/video4net/4103102579/

32. NOW
http://www.flickr.com/photos/richardland/1325457040/

33. BORED NOW
REPETITIVE NOW
URGENT NOW
http://www.flickr.com/photos/richardland/1325457040/

37. Context
http://www.flickr.com/photos/st_a_sh/493343628/

38. FOURSQUARE

39. WAZE

40. SHOPKICK

41. SCVNGR

42. Content
http://www.flickr.com/photos/ccacnorthlib/4131837946/

45. AUGMENTED REALITY

46. LAYAR

47. WIKITUDE

48. Connection
http://www.flickr.com/photos/simondee/2970528440/

49. Mobile Enables Social

50. 2009 - 2010 users doubled
150 Million active users
2X activity of non-mobile users

51. 10 Million users in less than 12 months
26 photos uploaded per second

53. Commerce

54. Google Wallet

55. ZMOT

57. Mobile DNA
• Functional
• Seamless integration
• Not about interruption
• Context sensitive
• Content availability

58. App DNA
• Useful
• Simple
• Informational
• Delightful

59. UTILITY RULES
• Immediate access
• Help me do something now
• mobile resource
• Just in time information

60. THE MOVEABLE BRAND
• brand available anytime anywhere
• Customer context matters
• enhance communication, build loyalty
and utility
• Brand is a part of the consumer’s life

61. SURFACE DATA
• Find
data about your company
or customers
• Surface it in a relevant way
• Build conversational hooks
• Privacy concerns

62. LISTEN AND LEARN
• Createopportunities for
discussion
• Comment boxes, forms,
ratings
• Listen to the conversation
• Join the discussion
• Promote key community
members

63. ENGAGE
• Use
mobile for contextual
conversation
• Build
sharing among consumers
and Brand

64. ENTERTAIN
• Games or puzzles
• Videos
• Consumer participation

65. MAKE IT SOCIAL
• Leverage
existing social
platforms
• Mobile
activities related to
Facebook page
• Build
commentary and
information

66. THE MOVEABLE BRAND
• thebiggest shift in
communication and behavior
since the PC
• We are still learning
•A more connected world
• Opportunityto link in new and
sustainable ways

67. The Near Future?
http://www.youtube.com/watch?v=g7_mOdi3O5E

68. Thank You
Questions?