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

1. Marketing Cloud:
Mobile Engagement Strategy
10 Things You Should Know About Mobility
Tim 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
REWARDING
50% US (70%+ Asia/Europe) ~40% of US Smartphone Users
Smartphone Ownership Owned Device < 1 Year

6. Where does
Mobile 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 Networks
search 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 Networks
search 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 LIFE
HOME 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 mobile
behavior and what you
can do about each to
engage users

14. #10
Go Offline

15. Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012

16. #9
More $ More Users

18. #8
Be Responsive &
Reactive

20. #7
Remember,
its a Camera

22. #6
Remember,
its a Phone

24. #5
Make it Easy

26. #4
Social
Immediacy

27. Engage
Re-direct
Privately
NO NO
YES YES
Engage Converse
Compliment Assess Proceed Proceed Re-direct
in public? further?
NO
YES
Community NO
Managers
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 YES
Community 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

28. #3
Brevity Rules
the Moment

29. 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.

30. #2
Integration is
Key

31. Social
Experiences ClickStream
CRM
Transactions Email
App(s) SMS/MMS

32. #1

33. Think
Mobile Behavior
before
Mobile Technology

34. Tim Hayden
SVP, Mobile Strategy
@TheTimHayden
tim.hayden@edelman.com