CETWorld- Mobile MediaCrossMedia

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This is a presentation about building a cross-media strategy in the converging landscape. How to bridge, social-online-mobile-digitalscreens.

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CETWorld- Mobile MediaCrossMedia

  1. 1. CALMNESS AFTER THE STORM: Executing the Right Digital Strategy Cross-Media (Digital Screen/Social/Mobile) Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents
  2. 2. Overview <ul><li>The Storm 1) Social 2) Digital Screens 3) Mobile The Converging Landscape- Digital/Online </li></ul><ul><li>The Calm 10 Key Considerations </li></ul><ul><li>The Responsive Screen/ Convergence Strategy </li></ul>
  3. 3. Digital Hand . Analog Touch Mobile Cross-Media Strategies Outdoor Radio TV Print Our Vision 0329 LM 0329 LM 0329 LM Interactive Focused Revenue Growth with Convergence Media-Mix “ Touching Everything” Digital
  4. 4. ADObjects , Inc. unded 2007 New York | Tokyo | Vancouver Launching 11.11.11
  5. 5. The Sea Change: Touching Everything ? Community You Screens Social Mobile Digital
  6. 6. Social (Collective Intelligence)
  7. 7. 1 Main Social Network Real Community and Sharing Facebook found a way to bring some simplicity to this chaos for marketers Alto Consulting ( Australia)
  8. 8. 2X Shift Mindset over 1 Year 36% >80% 2010 2011
  9. 9. Courtesy of http://Dreamgrow.com … . with of the many trends of social media CONTEXT is of critical importance for marketers..
  10. 10. Goal: Best Use Social Media to reach your Market/Customers (Social CRM) Existing Social Media Own Content Market (Facebook, MySpace, Twitter, Linked-in, etc.) (Blog, Website, Applications) Face to face Phone / SMS E-mail Letter Fax Website Business Partner POS SOCIAL CRM (Tools) New Marketing Old Marketing
  11. 11. Key Methodology: Measurement of “Engaged Fans” /CRM … .Once Grow Fans, the key is to get them Engaged with your Brand
  12. 12. Social Marketing Engagement Cycle Social Check-In/ Website Engagement Engagement App Grow Fans Engaged Sharing Fans
  13. 14. Step-1 Summary: Leveraging the Cross-Media Facebook “Verbs” and Social CRM
  14. 15. Digital Screens (Animating the un-Animated)
  15. 16. Screens are Everywhere …… .and we are just at the tip of the iceberg on connected experiences Access Amount (Private) Access Experience (Public) DOOH/ kiosks/etc… In-Home Desktop Netbook Tablet Phone >10X Day <10X Day >10X Week >10X Week <10X Month
  16. 18. Screen Cross-Media “Dwell”
  17. 19. Screen Cross-Media “Convert”
  18. 20. Screen Cross-Media “Search and Game”
  19. 21. Touch Points for Digital Displays Times Square Digital Screens Major Stadium Boards Shops Display Cases Rented Rented or Owned Owned Over Time and Cost Reduction My Refrigerator My Car Glass My Mirror Inventory Value/ Viewers 2011 What will it take before true ubiquity?
  20. 22. Step-2 Summary Connecting the Screen to build the Relationships= Revenue ( What is behind the screen is just as important)
  21. 23. Mobile (Personal & Every Moment)
  22. 24. The Inflection Cross-Over is Here
  23. 25. By 2013 the Worlds Internet Like the Ocean that surrounds us! <ul><li>By 2013 ~2B Users Internet Around the World </li></ul><ul><li>Mobile Internet Users passes Online 2010 </li></ul><ul><li>>700M Websites today Online </li></ul><ul><li>Yet only Several 100K’s of Applications </li></ul>525 Million ~400 Million
  24. 26. Therefore.. World’s Internet = The Mobile Internet ( No Different) Japan/Korea China/Asia 940Million Europe/Middle East & Africa   600   Million Media Leading Edge Media Size Media             Fragmentation North/South America 525   Million Long-Term do you honestly think there will be separate Facebook/Apple/ Android/ RIM/ Windows/ S60 Application World Wide Webs?
  25. 27. 5B users of mobile data in 5 years
  26. 28. More over…How would your business survive if your Web Site was Down? Not having a the right mobile strategy for your Website is like having your site inoperable 1~2 Days of the week ( >20% Access)
  27. 29. Store 82% Sporting event 36% Doctor’s office 55% Opportunity Cost or Lost: Extremely High Usage In- Store >60% of Smartphone users have done a Mobile Search In plane 14% In church 7% Movie Theatre 17%
  28. 30. VS. Mobile Online Mobile is a Better Loop-Closer 9% 9% 15% 14% 10% 12% 2% 3% 6% 3% 2% 2% 0% 5% 10% 15% 20% Unaided Awareness Aided Awareness Ad Awareness Message Association Brand Favorability Purchase Intent Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007 - December 2009 Mobile Norms Online Norms Delta: Exposed - Control
  29. 31. SMS Here to stay….. Smart Phone #1 Because the SMS inbox is so Hyper-Personal
  30. 32. The App: Must Have the Right Purpose vs. Brand Marketing Engagement and Loyalty
  31. 33. Again is an App right for Me? Still only less then 30%, Internet 40%
  32. 34. Mobile has Enabled the Flip the Funnel Every Connected moment is a chance to communicate
  33. 35. The New Strategic Marketing Paradigm The Customer Hourglass looks at the entire experience Jeremiah Owyang ( [email_address] ) Tasti-D-Lite rewards brand advocates with points that translate into free products Kraft’s top selling iFood app keeps cooks coming back w/ recipes, coupons, & sharing features Delta flyers board with e-boarding passes
  34. 36. <ul><li>“ Leaving money on the table” </li></ul><ul><li>by not Leveraging </li></ul><ul><li>Core Revenue Generating Web Assets to M obile </li></ul>ADObjects, Inc © all rights reserved
  35. 37. My Epiphany- Calmness ( it all connects back to the web/cloud)
  36. 38. Summary Touching Everything RESPONSIVE WEB BASED STRATEGY (HTML5) Leverage Every Moment The Connected Intelligence Animating un-animated objects Social Mobile Digital Screens
  37. 39. Responsive Design and Strategy Phrase Coined in 2010 by Ethan Marcotte in his Book- ( We at ADO like to call it CROSS-SCREENING)
  38. 40. Example: BostonGlobe.com
  39. 41. <ul><li>Search and User Behavior </li></ul><ul><li>Social Sharing & Discovery “Ubiquity” </li></ul><ul><li>Web vs. Apps </li></ul><ul><li>Avoiding Fragmentation (Compatibility Hell) </li></ul><ul><li>Cross-Screen App </li></ul><ul><li>Cross-Media monetization ( Ads/Shops) </li></ul><ul><li>One CRM & One Database (Social CRM) </li></ul><ul><li>Contextual UI ( Location, Time, Behavior) </li></ul><ul><li>Rich User-Experiences ( Video) </li></ul><ul><li>Cross-Media Analytics </li></ul>10 Key Considerations
  40. 42. 1) Search for all Assets: Deep linking is critical Must be 1-to-1 parity with Content Links
  41. 43. <ul><li>Shared Links Online-2-Mobile-2-Tablet is Exploding </li></ul><ul><li>Facebook 30% mobile users and that will likely hit over 50% by the end of 2012 </li></ul><ul><li>Only Google attracts more US visitors than the over 45M Facebook gets per month on mobile web </li></ul><ul><li>Nearly 30% of US mobile users access versions of Facebook – over 64 million </li></ul>2) Social Link together: Exponential Discovery 1) Grow 2) Engage 3) Share 4) Viral Like Drives to Social Like Drives to Social
  42. 44. 3) Apps: The Responsive Web to Deliver Apps Best Method of App Discovery is via Web ( Mobile Landing Page or Mobile Banner) WEB MUST BE FIRST
  43. 45. <ul><li>Apps need to be re-releases for each different version of OS. Why deal with the costs each time Apple/Android/Blackberry/Microsoft, etc… launches new Version. </li></ul><ul><li>HTML5 is giving the experience of Apps, Convergence of all API’s ( Picture upload, link to internal apps, etc.. Will be coming by 2013. It is Google’s priority) </li></ul>4) Avoiding Fragmentation | Compatibility Hell All Android, iOS, Nokia, RIM S ame browser = HTML5 BlackBerry
  44. 46. Website Notebook Tablet Smartphone 5) Cross-Screen Applications: Multi-view Integration Confidential © ADObjects Inc, All Rights Reserved HTML5 Apps is becoming Ubiquitous: Now possible 1X across multiple formats ( Does not exist just an example around Responsive Maps) Conceptual Only
  45. 47. <ul><li>Mobile Advertising has come a long way in technology of Rich-Media HTML5 Ad Units. </li></ul><ul><li>Selling online can be extended to offering an upsell opportunity for mobile! </li></ul>6) Cross-Platform ( HTML5 Ads) 1/2 Mobile is 6x more effective as a branding medium ( Insight Express) Engagement Direct Response Branding Experiential
  46. 48. <ul><li>Companies like Pandora, Amazon created HTML5 Web Apps </li></ul><ul><li>Interactive Content Rich-Media HTML5 Ad Units extend to iPad </li></ul>6) Cross-Platform ( HTML5 Ads) 2/2 Mobile is more then just Smart Phones. Rich media Ad Units
  47. 49. <ul><li>Does not matter where you sign-up, Access everywhere </li></ul><ul><li>Can lead some unique Freemium models as well as ARPU calculations cross-platform </li></ul><ul><li>Social Widgets are also pervasive </li></ul>7) One CRM/ One Data-base ( i.e. NYTimes Digital Subscriber) Business models for Publishers Evolving Cross-Media
  48. 50. 8) Contextual UI ( Location, Time, Behavior) Different optimized Layouts for different screens Guide Board/ Menu Tablet Mobile
  49. 51. 9) Rich User Experiences ( Video, Games) Technically make sure, Rich Media with social share work across screens Safetyathome.com ( UL) UI Example
  50. 52. 10) Gold in the Cross-Screen Data: Analytics Put your resources and time into the analytics bit.ly/100ways ( 100 Ways to Measure Social media) Real-time Data (Evolve investment & strategy) Panel Data (Define Business Plan/Model) By David Berkowitz, 360i
  51. 53. Summary: Pulling it all together CMS Data-Analytics CRM eCommerce Solutions Connect Retail/ POS/ Inventory/ Logistics/ Systems Connect to Cloud and HTML5 Web Solutions Systems Smartphone Tablet Desktop ( Website) Digital-In-Store Digital-Outdoor Web Based/ Cloud System
  52. 54. Simply: Calmness after the storm Think Responsive Web
  53. 55. THANK-YOU [email_address] @adobjects #MXMEvents [ come to ADOstrategies.com to get the Presentation] 11.11.11

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