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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

Published in: Business
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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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