DreamForce - Tim Hayden - 10 Things You Should Know About Mobility

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These are the slides I presented at DreamForce 2012 in San Francisco to discuss mobile engagement strategy.

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DreamForce - Tim Hayden - 10 Things You Should Know About Mobility

  1. Marketing Cloud:Mobile Engagement Strategy10 Things You Should Know About MobilityTim Hayden, , SVP Mobile Strategy @TheTimHayden www.linkedin.com/in/saddleup
  2. VIDEO SHOWN MAY BE FOUND AT THIS ADDRESS:http://news.cnet.com/8301-17938_105-57482211-1/a-look-at-our-gamified-augmented-reality-future/
  3. Why mobile? (What’s the big deal? Really?)
  4. We’ve been upright and walking *mobile+ for more than 4 million years… …and, we’ve been sitting on our tails, typing, for less than 200 years.
  5. EMPOWERING LIBERATING REWARDING50% US (70%+ Asia/Europe) ~40% of US Smartphone UsersSmartphone Ownership Owned Device < 1 Year
  6. Where doesMobile fit? (the age of mobility…the mobile life)
  7. TODAY’S DIGITAL ECOSYSTEM THE CURRENT DIGITAL ECOSYSTEM: WEB, SOCIAL, MOBILE, SEARCH Internal Properties (Intranets etc.) Mobile Properties CORPORATE External Websites External Social Networkssearch engines BRAND WEBSITES MULTIBRAND social sharing WEBSITES BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid + Earned Earned
  8. TOMORROW’S DIGITAL ECOSYSTEM MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networkssearch engines BRAND WEBSITES MULTIBRAND social sharing WEBSITES LOCATION BASED BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
  9. MOBILITY is LIFEHOME WORK STORE PLAY
  10. Mobility is a Behavior(or Behaviour)
  11. Tablets = “Lean Back” Primary: Apps News/Media Long Form Content Shopping: M-Commerce Games Utility: Home & Business
  12. Smartphones = “On-the-Go” Primary: Texting Social Search/Inquiry Shopping: Deals/Payments Games Utility: Life & Play
  13. 10 things you should know about mobilebehavior and what you can do about each to engage users
  14. #10Go Offline
  15. Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012
  16. #9More $ More Users
  17. #8Be Responsive & Reactive
  18. #7 Remember,its a Camera
  19. #6Remember,its a Phone
  20. #5Make it Easy
  21. #4 SocialImmediacy
  22. Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? NO YESCommunity NOManagers NO YES Expertise Product Can CM Engage with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Company Is topic Positive Proceed engagement Proceed sensitive? outcome? NO positive? YES YESCommunity NO NO YES Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT
  23. #3Brevity Rules the Moment
  24. Decline in Social Media & Online Attention• We have better things to do, places to go and people to see.• It is illegal in almost every state (US) to look at/touch your phone while driving.• Apps, SMS texting, Apps, email, Apps!• We run into each other if we stare at our phones while walking.
  25. #2Integration is Key
  26. Social Experiences ClickStream CRMTransactions Email App(s) SMS/MMS
  27. #1
  28. Think Mobile Behavior beforeMobile Technology
  29. Tim HaydenSVP, Mobile Strategy@TheTimHaydentim.hayden@edelman.com

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