SMCKC - Mobile Social Media
             June 22, 2010
  Themobile environment
  What is mobile anyway?
 ◦ Apps,
 ◦ Mobile Web
 ◦ SMS
  Marketing   with mobile
A brief comparison of mobile
and fixed online services
Source: Mobile Marketing Association
APPLICATION        DATA AND           MOBILE             MOBILE           CONSULTING
   CARRIERS          AGGREGATORS     ...
1.    Print (books, newspapers) – 1400s
2.    Recordings (records, tapes, CDs) – 1800s
3.    Cinema – 1900s
4.    Radio – ...
30 minute tasks              30 second tasks

    Using PC/laptop             Using mobile phone
    Planned Use       ...
1.    Mobile is the first personal mass media
2.    Mobile is permanently carried
3.    Mobile is always on
4.    Mobile h...
Source: http://www.mobilemarketer.com/cms/news/
advertising/6468.html
Downloadable programs
designed to run on a specific
type of phone
    Apple App Store
    Google Android Market
    Palm App Catalog
    RIM/Blackberry App World
    Nokia Ovi Store
...
Today’s Smartphone Market – 17% of all users = 39M


Device             % of Smartphone % Total Market     Users
         ...
    88% of mobile phones are text enabled
     64% of mobile phones are Internet enabled




              34.5% - unlim...
Pros                            Cons

    Takes advantage of the         One platform means
     capabilities of the    ...
Internet in your pocket
The Mobile Web refers to using a
mobile phone handset device
incorporating a web browser to access
the World Wide Web

The...
    m. (“M dot”) http://m.tacobell.com/
     ◦  Often seen by established brands with .com
        domains


    .mobi (...
  Incorporates the same concept of pages and
   links (http://……)
  Connects to a server located somewhere else:
   No n...
  Screens are obviously smaller so the user
   experience is different…very different
  One small screen = one window
 ...
Pros                      Cons

    Interoperability         Lack of standards to
    Lower cost -              take ad...
Two Unique Capabilities of
Mobile
    SMS “Simple Message Service” (i.e. Texting) is
     a standard that works across all mobile
     phones for sending 1...
Keyword                               Shortcode

    A word or name used                  A special number used
     to ...
Pros                          Cons

    Simplicity – almost          Limited amount of
     100% of mobile phones       ...
Putting it all together
    Consumer Goods
    Retail
    Restaurants, Food & Beverage
    Politics & Government
    Financial
    News, Spo...
1.    Mobile is permission-based
2.    A PC experience is not a mobile experience
3.    Mobile is one of many channels for...
Mobile Marketing is a set of practices that
enables organizations to communicate and
engage with their audience in an inte...
”The MMA’s primary focus is on
consumer protection and privacy,
given the importance of consumer
satisfaction in maintaini...
    Mobile Marketing Association:
     ◦  Code of Conduct for Mobile Marketing (July 2008)
     ◦  U.S. Consumer Best Pra...
    Choice – consumers must opt-in
    Control – consumers must be able to opt-out of
     an unwanted program
    Cust...
Good Mobile
Marketing is always
Permission-Based
    Marketing
1.    Understand who you’re reaching
2.    Know your objective and how mobile fits
3.    Make it relevant and of value
4. ...
Our Great
 Mobile
Marketing
Campaign
  Fundraising event by the Arts & Recreation
   Foundation of Overland Park for the Botanical
   Gardens at the Arboretum...
    Step 1 – create a
     mobile site or
     mobile call-to-
     action
    Step 2 – promote the
     message - “Text
     STEMS to 63636”
    Step 3 –
     measure
     results
    Step 4 – Connect
     with mobile
     subscribers

    Step 5 – Continue
     to measure and
     refine your
     ...
    Industry News
     ◦  Mobile Marketer –
     ◦  www.mobilemarketer.com
     ◦  Mobile Commerce Daily -
        www.mo...
Questions & Answers

                           Mike Craig
                         VP Marketing
                        R...
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
Introduction to Mobile Marketing
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Introduction to Mobile Marketing

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Introduction to Mobile Marketing

  1. 1. SMCKC - Mobile Social Media June 22, 2010
  2. 2.   Themobile environment   What is mobile anyway? ◦ Apps, ◦ Mobile Web ◦ SMS   Marketing with mobile
  3. 3. A brief comparison of mobile and fixed online services
  4. 4. Source: Mobile Marketing Association
  5. 5. APPLICATION DATA AND MOBILE MOBILE CONSULTING CARRIERS AGGREGATORS SERVICE ANALYTICS MEDIA ADVERTISING FIRMS PROVIDERS PROVIDERS NETWORKS AGENCIES Operate the Specialize in Network of Advise leading networks that software publisher sites companies enable wireless development and that offer a way to regarding communication, hosting for mobile reach mass strategy, exerts the most messaging audiences via organization, control over the applications. contextual & geo- change industry. House Offer quantitative, targeted mobile. Help brands management, connections to info-based demystify the operations, & wireless networks services, database mobile space and technology. & maintain management, strategically security, technical, implementation, integrate mobile & service level consulting & into the mix. requirements. analytics. Source: MAhearns & MMA
  6. 6. 1.  Print (books, newspapers) – 1400s 2.  Recordings (records, tapes, CDs) – 1800s 3.  Cinema – 1900s 4.  Radio – 1910s 5.  Television – 1950s 6.  Internet – 1990s 7.  Mobile – 2000s
  7. 7. 30 minute tasks 30 second tasks   Using PC/laptop   Using mobile phone   Planned Use   Unplanned use   Sitting   Standing/walking/ moving   Have time   In a hurry   e-mail / social media   SMS / e-mail / social   Creating info   Consuming info   Focused attention   Multi-tasking Source: Tomi Ahonen, 2007
  8. 8. 1.  Mobile is the first personal mass media 2.  Mobile is permanently carried 3.  Mobile is always on 4.  Mobile has a built-in payment mechanism 5.  Mobile is available at the point of creative inspiration 6.  Mobile has the most accurate audience measurement capability 7.  Mobile captures the social context of media consumption 8.  Mobile allows augmented reality to be used in media
  9. 9. Source: http://www.mobilemarketer.com/cms/news/ advertising/6468.html
  10. 10. Downloadable programs designed to run on a specific type of phone
  11. 11.   Apple App Store   Google Android Market   Palm App Catalog   RIM/Blackberry App World   Nokia Ovi Store   Microsoft Windows Marketplace for Mobile   Carrier-Specific Stores (Verizon, Sprint, AT&T)   3rd-party Apps stores – GetJar, Handmark, and more all the time
  12. 12. Today’s Smartphone Market – 17% of all users = 39M Device % of Smartphone % Total Market Users Market RIM 41% 7% 17M Apple 25% 4% 10M Microsoft 18% 3% 7M Palm 6% 1% 2M Google 5% 1% 2M Source: Comscore Dec. 2009
  13. 13.   88% of mobile phones are text enabled   64% of mobile phones are Internet enabled 34.5% - unlimited text plans 48.9% - unlimited text plans 11.7% - unlimited data plans 52.0% - unlimited data plans Source: Ahearns, iLoop Mobile; Luth Research Survey June 2009; Comscore June 2009
  14. 14. Pros Cons   Takes advantage of the   One platform means capabilities of the they’re not compatible mobile phone (tilt, GPS, with other devices. (Like cameras) Mac vs. PC)   Can perform well since   There is generally a they don’t rely on (or higher cost associated need) mobile with the programming connections involved than with other   The best are well- channels developed and highly   Little control over the sophisticated platform – Apple/ Google/RIM call the shots
  15. 15. Internet in your pocket
  16. 16. The Mobile Web refers to using a mobile phone handset device incorporating a web browser to access the World Wide Web The total number of mobile web users grew past the total number of computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009)
  17. 17.   m. (“M dot”) http://m.tacobell.com/ ◦  Often seen by established brands with .com domains   .mobi (“Dot mobi”) http://ruxter.mobi/ ◦  Used for mobile-specific pages instead of .com Dot Mobi is the ‘official’ way to establish a mobile web address, but the beauty of the Internet is that nobody really listens to ‘official’
  18. 18.   Incorporates the same concept of pages and links (http://……)   Connects to a server located somewhere else: No network connection = No Internet   Is ‘standards-based’ and accessible across all mobile devices with a browser   Provides graphics, text, and linking capability.
  19. 19.   Screens are obviously smaller so the user experience is different…very different   One small screen = one window   Speed vary between carriers (3G, emerging 4G)   ‘Standards’ can be widely interpreted   Some technical capabilities we see in the Big Internet are absent
  20. 20. Pros Cons   Interoperability   Lack of standards to   Lower cost - take advantage of sometimes handset sophistication   Wider reach   Differences in user experience across   Faster development handsets   Simple integration   Requires reliable with other online connection to be useful activities
  21. 21. Two Unique Capabilities of Mobile
  22. 22.   SMS “Simple Message Service” (i.e. Texting) is a standard that works across all mobile phones for sending 160-character messages   MMS “Multimedia Messaging Service” (i.e. Texting with images) is a standard for sending a text with attached image, video, ringtone
  23. 23. Keyword Shortcode   A word or name used   A special number used to identify a particular with SMS and MMS service on a specific   Generally 4 to 6 digits shortcode Text this to that is the opt-in process: “Text HAITI to 90909” “Text RUXTERMOBI to 63636” By combining keywords + shortcodes, billions of unique combinations can be created.
  24. 24. Pros Cons   Simplicity – almost   Limited amount of 100% of mobile phones information conveyed can receive a text in a single text   Low cost – a few cents   Dedicated shortcodes per message, although are not inexpensive MMS is more   MMS is not universally   Texts tend to be more supported and tend to valued than other be carrier-specific messaging formats
  25. 25. Putting it all together
  26. 26.   Consumer Goods   Retail   Restaurants, Food & Beverage   Politics & Government   Financial   News, Sports & Information   Automotive   Healthcare   Media & Publication   Travel & Entertainment   Quick-Service Restaurants   Non-Profit Organizations   Education
  27. 27. 1.  Mobile is permission-based 2.  A PC experience is not a mobile experience 3.  Mobile is one of many channels for marketing, and should be used as such
  28. 28. Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network
  29. 29. ”The MMA’s primary focus is on consumer protection and privacy, given the importance of consumer satisfaction in maintaining a sustainable industry and promoting growth. The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience.”
  30. 30.   Mobile Marketing Association: ◦  Code of Conduct for Mobile Marketing (July 2008) ◦  U.S. Consumer Best Practices (May 2010) ◦  Mobile Advertising Guidelines (Sept 2009)
  31. 31.   Choice – consumers must opt-in   Control – consumers must be able to opt-out of an unwanted program   Customization – data supplied by the consumer should tailor their choices   Consideration – the consumer should be offered something of perceived value   Constraint – the marketer must effectively manage their campaigns   Confidentiality – commitment to not sharing consumer info with third parties
  32. 32. Good Mobile Marketing is always Permission-Based Marketing
  33. 33. 1.  Understand who you’re reaching 2.  Know your objective and how mobile fits 3.  Make it relevant and of value 4.  Leverage existing channels to reinforce your message 5.  Be engaging, fun, and useful 6.  Be flexible, interactive, and respectful 7.  Start small, measure results, and build up
  34. 34. Our Great Mobile Marketing Campaign
  35. 35.   Fundraising event by the Arts & Recreation Foundation of Overland Park for the Botanical Gardens at the Arboretum   Event driven – activities leading up to and during the event that fit well with mobile   Mixed demographic - working to incorporate social media & mobile into the message to engage a younger & tech-savvy audience
  36. 36.   Step 1 – create a mobile site or mobile call-to- action
  37. 37.   Step 2 – promote the message - “Text STEMS to 63636”
  38. 38.   Step 3 – measure results
  39. 39.   Step 4 – Connect with mobile subscribers   Step 5 – Continue to measure and refine your mobile message
  40. 40.   Industry News ◦  Mobile Marketer – ◦  www.mobilemarketer.com ◦  Mobile Commerce Daily - www.mobilecommercedaily.com   Trade Associations ◦  Mobile Marketing Association (MMA) - www.mmaglobal.com ◦  Common Short Code Administration (CSCA) - www.ussshortcodes.com   Local / Regional Groups ◦  Heartland Mobile Council ◦  Mobile Monday
  41. 41. Questions & Answers Mike Craig VP Marketing Ruxter Mobile mike.craig@ruxter.com Twitter: @ruxtermobi

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