SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012

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This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.

The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi

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  • Has already been lost while going to a store?
  • Has already been refused to use a brand coupon in a store?
  • Has already arrived to a closed store while thinking it was still open ?
  • Brand intimacyaction
  • SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012

    1. 1. Welcome to the SoLoMoUniversity 09:30 – 10:00: « An introduction to SoLoMo (Social, Local & Mobile) Marketing: what is key to successfully attract ready-to-buy shoppers within your stores. » by Georges-Alexandre Hanin (CEO at Mobilosoft) 10:00 – 10:30: « How to use information medias to create traffic on mobile websites. » by Frédéric Martins (Marketing & Business Development Manager at Rossel) 10:30 – 11:00: Coffee break. 11:00 – 11:30: « Adwords, the future battle field of local and mobile web marketing. » by Gaetan Godart (Account Manager at blue2purple) 11:30 – 12:00: « In-store geolocation to measure shop performance. » by Olivier Delangre (CEO Amoobi) Powered by
    2. 2. An Introduction to SoLoMo Marketing By Georges-Alexandre Hanin Mobilosoft Powered by
    3. 3. Who …. ? Powered by
    4. 4. Who …. ? Powered by
    5. 5. Who …. ? Powered by
    6. 6. Why… ? Powered by
    7. 7. So Lo Mo Powered by
    8. 8. Agenda• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case Powered by
    9. 9. Shopper that uses mobileand Social Networks while shopping Powered by
    10. 10. SocialLocalMobile Powered by
    11. 11. “Social Shopping”Today, more than 60%of young adults (15y-25y) share information while shopping ! 90% on FB! Powered by
    12. 12. “Local shopping” 81% of smartphone users search for local information while doing shopping! Powered by
    13. 13. “Mobile Shopping” 85% of smartphone owners use it as a shopping companion! Powered by
    14. 14. A SoLoMo consumer is then: • Ultra-connected • Media consumer • Mobile user • Explorer • Amplifier Powered by
    15. 15. Agenda• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case Powered by
    16. 16. What is your objective ? Powered by
    17. 17. You must to this twice… Powered by
    18. 18. Brand intimacy Powered by
    19. 19. Traffic generation Powered by
    20. 20. Traffic generation Powered by
    21. 21. Transaction … Powered by
    22. 22. It is the way to the hole ! Powered by
    23. 23. Agenda• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case Powered by
    24. 24. Devices Powered by
    25. 25. Own media Powered by
    26. 26. Social media Powered by
    27. 27. Local directories Powered by
    28. 28. Streets, kiosks, shops,… Powered by
    29. 29. Agenda• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case Powered by
    30. 30. Problem Powered by
    31. 31. Powered by
    32. 32. Agenda• The SoLoMo Customer• A 2-levels challenge• Everywhere• Data consistency• Case Powered by
    33. 33. Open a new shop… Powered by
    34. 34. Powered by
    35. 35. Powered by
    36. 36. 24% Powered by
    37. 37. Our business evolved Centralise the data management Automatically share across all media Powered by
    38. 38. Leader in Belgium Mobilosoft on the Belgian Market • Started 15/09/11 with Mobile sites • Profitable in 2011 • 40% market shares 5.000POS Powered by
    39. 39. Other Resources• Scoop-it: – SoLoMo in french: http://www.scoop.it/t/strategies-marketing- mobiles-gagnantes-dans-le-retail – SoLoMo in English: http://www.scoop.it/t/mobile-marketing-in- retail• Slideshare: – http://www.slideshare.net/mobilosoft/• Our Blog: – http://www.mobilosoft.com/blog Powered by
    40. 40. Powered by
    41. 41. How to generate traffic on a mobile website thanks to the medias F. Martins 23/11/2012 Powered by
    42. 42. Generate traffic to mobilewebsites You know  You need  You download Powered by
    43. 43. Agenda1. Mobile websites2. Medias3. Ad formats Powered by
    44. 44. Mobile experience – Le Soir Powered by
    45. 45. Mobile experience – Le Soir 2012 Spring 2011 Windows phone – News digital offers – Windows 8 – Digital edition on all devices – New website Redirection mobile website (device) June 2010 Coming s0on : 17h edition iPad Appli new iPad Appli January 2010Spring 2008 April 2011 Appli iPhonem.lesoir.be Blackberry Appli1er mobile website May 2010 July 2010 June 2008 Androïd Appli 1e newspaper iPhone.lesoir.be sold on iPad, iPhone, 1er optimized website Androïd Powered by
    46. 46. Mobile experience – Today Website : 2.200.000 U.V. /month Mobile website : 91.000 U.V. / month app lesoir androïd app lesoir 4% iPad Mobile UV (all) 13% app lesoir iPhone lesoir mobile 27% m.lesoir 56% Powered bySource : Google CIM Metriweb Analytics , september 2012
    47. 47. We need a media - reach Mobile audience = selective audience - 81% are men - 42 average age - 52% are 35-54 - 31% are executives - 57% are PRP Powered bySource : Rossel Study 2012
    48. 48. How to generate traffic on a mobilewebsite?1. WE NEED A MOBILE WEBSITE Powered by
    49. 49. We need a mobile website- small & multiple sizes screens- slow connection- url typing Powered by
    50. 50. We need a mobile website- small & multiple sizes screens Mobilosoft- slow connection Responsive (html5)- url typing M. & mobile URL Redirection (TeraWURFL) Powered by
    51. 51. How to generate traffic on a mobilewebsite?2. WE NEED A MEDIA TO ADVERTISE Powered by
    52. 52. We need a media- No reach- It’s complicated- It’s expensive Powered by
    53. 53. We need a media - reach Powered by
    54. 54. We need a media - reach Powered by
    55. 55. We need a media - reach Powered by
    56. 56. We need a media - reach Powered bySource : Adtech impressions
    57. 57. We need a media - complicated Browser Mobile OS Website(Operating System) User’s device (Software) Mobile Data Content Connexion (Hardware) Or WiFi Or WifiManufacturer App. stores Application (Company) Powered by
    58. 58. We need a media - expensiveCPM website news : 25€ CPM mobile website : 25€ 1 week on m.lesoir.be : 12.500 € Powered by
    59. 59. How to generate traffic on a mobilewebsite?3. WE NEED AN AD FORMAT Powered by
    60. 60. We need an ad formatProblems :- small size screens- multi sizes screens- different OS Powered by
    61. 61. We need an ad formatSolutions :- call to action Powered by
    62. 62. We need an ad formatSolutions :- call to action- multi sizes formats (optimized) Powered by
    63. 63. We need an ad formatSolutions :- call to action- multi sizes formats (optimized)- ad server mobile Powered by
    64. 64. We need an ad format Powered by
    65. 65. We need an ad format Powered by
    66. 66. We need an ad format Powered by
    67. 67. We need an ad formatResultsCampaign 1- 2 weeks Campaign 3- 500 000 delivered imp. - 2 weeks- 4 000 clicks - 167 000 delivered imp.- CTR = 0.87% - 1 700 clicks- iPhone Le Soir + Cinenews - CTR = 1.01% - Le Soir App Iphone Campaign 2 - 2 weeks - 300 000 delivered imp. - 3 800 clicks - CTR = 1.17% - Le Soir App Android, Iphone, Mobile site Powered by
    68. 68. How to generate traffic on a mobilewebsite?CONCLUSION Powered by
    69. 69. Conclusion- You know  choose a media/support  adapt your ad format- You need  make your mobile content an experience valuable for the consumers- You download  make your content easily accessible on m/mobile (redirection) Powered by
    70. 70. How to generate traffic on a mobilewebsite?Q&A? Powered by
    71. 71. How to generate traffic on a mobilewebsite?THANK YOU Powered by
    72. 72. Be local – Drive perfomances Powered by
    73. 73. Who am I ? Amazing ! Powered by
    74. 74. Who am I ? 34%Local info research 1x a week 36% Google Search 72% Don’t leave home without their smartphone 550 Movember Member Powered by
    75. 75. Multi-tasking90%@home  cross media Powered by
    76. 76. Multi-tasking Driving X% Powered by
    77. 77. On the Go Driving walking STIB /MIVB X% X% X% 70% On the go Powered by
    78. 78. This is my Daily Go Powered by
    79. 79. I need a barber NOW ! Powered by
    80. 80. Where is my opportunity?Click to website PLACE TO BE Click to call Click to map Powered by
    81. 81. 2 networks Powered by
    82. 82. Display Advertising In app On site Text or Display Text or Display Rich media Video ads Rich media ads Youtube specific formats Powered by
    83. 83. Let’s focus on Search Powered by
    84. 84. Local Search matters Powered by
    85. 85. Define your goals Improve your customer experience Drive Trafic Generate visibilityGenerate offline Sales Improve contact experience Promote your AppGenerate online Sales Show your stores Powered by
    86. 86. Build a strategy Click to map Click to download Click to call Click to website Powered by
    87. 87. Click to map What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store. Powered by
    88. 88. Click to map What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store. Powered by
    89. 89. Click to map What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store. Powered by
    90. 90. Google Address Powered by
    91. 91. Learninghow your customers search you locally Powered by
    92. 92. Learninghow your customers search you locally Powered by
    93. 93. Choose the right targeting Powered by
    94. 94. Choose the right targeting Powered by
    95. 95. Be creative ! Airport targeting Powered by
    96. 96. Click to download What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page Powered by
    97. 97. Build a strategy What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page Powered by
    98. 98. Build a strategy What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page Track your download! Powered by
    99. 99. Click to call What is it? With Click-to-call you can include a click-to-call phone number in your mobile ad so users can call your business direct. Your phone number appears as an extra line in the ad. 8% higher CTR Powered by
    100. 100. Hold the line please… Powered by
    101. 101. Schedule your broadcasting Powered by
    102. 102. Click to website Connect more customers with what they want by using Sitelinks to help people get straight to a specific page on your mobile site. % of mobile querries in 2013 More users using the internet via mobile devices than via desktops Powered by
    103. 103. Do I Need a mobile website? Powered by
    104. 104. CASE 1Generate Traffic thanks to mobile Powered by
    105. 105. CASE 1: Traffic JUNE 2012 Objective: Generating a maximum of traffic with a determined flat monthly budget Launch of the campaigns in June  desktop website only Trafic: 2500 CPC: 0,70€ Cost: 1750€ Trafic: 8000 CPC: 0,50€ Cost: 4000€ Powered by
    106. 106. CASE 1: Traffic SEPTEMBER 2012 Launch of the mobile website in september Objective: more and more traffic ! JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€ SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€ JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€ SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€ SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€ Powered by
    107. 107. Conclusion case 1 - Very low CPC - Very low competition - Huge inventory - Adwords full integration - Multiple ads formats Powered by
    108. 108. CASE 2Generate Subscriptions thanks to mobile Powered by
    109. 109. CASE 2: Cost July 2012 Objective: Subscription Launch of the campaigns in July New Mobile Website Client’s Sector: Dating (Google policy: all public) CPC: 0,16€ CPA: 1,52€ Conv Rate: 10% CPC: 0,26€ CPA: 2,33€ Conv Rate: 11% CPC: 0,09€ CPA: 1,31€ Conv Rate: 7% Powered by
    110. 110. CASE 2: SEPTEMBER 2012 Objective: more Subscriptions! JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10% SEPT 12: CPC: 0,18€ CPA: 1,91€ Conv Rate: 10% JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11% SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14% JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7% SEPT 12: CPC: 0,05€ CPA: 1,22€ Conv Rate: 4% Powered by
    111. 111. Case 2: Conclusion - Very low CPC - Very low competition - Lower CPA - Slightly lower Conversion Rate - Multiple ads formats Powered by
    112. 112. Conclusion① Mobile internet use is booming – be there or someone else will take the spot② Mobile Advertising offers you a lot – define your goals and be strategic③ If you do not feel ready – start slowly but be there anyway ! Powered by
    113. 113. What can we learn from Mobileusers? Olivier Delangre Amoobi Powered by
    114. 114. The “connected” mobile user Powered by
    115. 115. WHAT ABOUT WEBSITES? Powered by
    116. 116. Qualitative vs quantitative Powered by
    117. 117. Your mobile is the “cookie” Powered by
    118. 118. Shopper funnel 60% 44% 25%Entrance Department A Product Y Purchase Powered by
    119. 119. Powered by
    120. 120. A FEW EXAMPLES Powered by
    121. 121. Powered by
    122. 122. New remodeling Powered by
    123. 123. “Typical” paths Powered by
    124. 124. Segmentation of shoppers Unique and short visit Stock up allFrequent visitor, shortmission Quick trip Frequent visitor, stock up food Powered by
    125. 125. Powered by
    126. 126. Exposure vs sales Powered by
    127. 127. Conversion rate Promotion Powered by
    128. 128. WHERE DOES IT FIT IN MOBILE STRATEGY? ONE EXAMPLE Powered by
    129. 129. Showrooming Powered by
    130. 130. Showrooming Sales Clients Visitors Conversion rate Powered by
    131. 131. HOW IT WORKS Powered by
    132. 132. Our uniqueness is in the ability to position a large sample of visitors without anyinteraction with them thanks to their mobile phone Powered by
    133. 133. Powered by
    134. 134. Enhanced analytical tool directlyavailable Powered by
    135. 135. THANK YOU!Olivier Delangreolivier.delangre@amoobi.com+32 477 811 752 Powered by

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