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The moveable brand

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The moveable brand

  1. 1. THE MOVEABLE BRAND November 30, 2011
  2. 2. Dan WeingrodHelping Brands and BusinessesParticipate on the Internet
  3. 3. http://www.flickr.com/photos/igboo/
  4. 4. "Every two days now we create asmuch information as we did from thedawn of civilization up until 2003. " - Eric Schmidt, CEO Google
  5. 5. 60% OF APPLE’S SALESare from products that did not exist 4 years ago
  6. 6. USERS SPEND MORE TIME ON SOCIAL NETWORKS than they do on portals
  7. 7. GOOGLE’S US REVENUEwill soon exceed total US newspaper revenue
  8. 8. PEOPLE SPEND MORE TIME ONLINE50% 43% 8%25% 25% 16% 8%0% Print Radio Television Internet & Mobile than they do with print and radio combined
  9. 9. All ConnectedAll Content Creators
  10. 10. MOBILE
  11. 11. Pop Quiz Name the country that allows opening and funding of bankaccounts and money transfer using mobile phones?
  12. 12. Finland? UK?Japan?
  13. 13. Kenya 2013 +100% 2011 39M 63% 2008 24.9M 39%14.3M
  14. 14. M-PESA12 Million customers$15.6 M transfer fee
  15. 15. Micro LoansCrop SalesHealthcareCommerce
  16. 16. Dumb Phoneshttp://www.flickr.com/photos/yisris/267108001/
  17. 17. http://www.flickr.com/photos/whiteafrican/2736558918/ http://www.flickr.com/photos/zoetnet/4669800101/ Essential Accessory
  18. 18. 77%of the planet owns a mobile device
  19. 19. TABLETShttp://www.flickr.com/photos/coolmikeol/4495161742/
  20. 20. Mobile = Phone Mobile = Access Mobile = ContentMobile = ConnectionMobile = Commerce
  21. 21. ACCESShttp://www.flickr.com/photos/video4net/4103102579/
  22. 22. NOWhttp://www.flickr.com/photos/richardland/1325457040/
  23. 23. BORED NOW REPETITIVE NOW URGENT NOWhttp://www.flickr.com/photos/richardland/1325457040/
  24. 24. Contexthttp://www.flickr.com/photos/st_a_sh/493343628/
  25. 25. FOURSQUARE
  26. 26. WAZE
  27. 27. SHOPKICK
  28. 28. SCVNGR
  29. 29. Contenthttp://www.flickr.com/photos/ccacnorthlib/4131837946/
  30. 30. AUGMENTED REALITY
  31. 31. LAYAR
  32. 32. WIKITUDE
  33. 33. Connectionhttp://www.flickr.com/photos/simondee/2970528440/
  34. 34. Mobile Enables Social
  35. 35. 2009 - 2010 users doubled 150 Million active users2X activity of non-mobile users
  36. 36. 10 Million users in less than 12 months 26 photos uploaded per second
  37. 37. Commerce
  38. 38. Google Wallet
  39. 39. ZMOT
  40. 40. Mobile DNA• Functional• Seamless integration• Not about interruption• Context sensitive• Content availability
  41. 41. App DNA• Useful• Simple• Informational• Delightful
  42. 42. UTILITY RULES• Immediate access• Help me do something now• mobile resource• Just in time information
  43. 43. 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
  44. 44. SURFACE DATA• Find data about your company or customers• Surface it in a relevant way• Build conversational hooks• Privacy concerns
  45. 45. LISTEN AND LEARN• Createopportunities for discussion• Comment boxes, forms, ratings• Listen to the conversation• Join the discussion• Promote key community members
  46. 46. ENGAGE• Use mobile for contextual conversation• Build sharing among consumers and Brand
  47. 47. ENTERTAIN• Games or puzzles• Videos• Consumer participation
  48. 48. MAKE IT SOCIAL• Leverage existing social platforms• Mobile activities related to Facebook page• Build commentary and information
  49. 49. 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
  50. 50. The Near Future?http://www.youtube.com/watch?v=g7_mOdi3O5E
  51. 51. Thank YouQuestions?

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