1. Integrating mobile into your activities
a presentation by bemoko and HeathWallace

2. Why have a
mobile
solution?

3. Why do people have a
web presence?
Are the reasons the
same for mobile?

4. Web != Print
Mobile != Web

5. What do
you want to
do?
What’s your goal?

6. The goal
gives you ...
direction
purpose
reason to be
creative
foundations measurability

7. The experience
can be ...
viral useful
fun
sticky

8. The experience
can ...
reinforce brand
provide service
drive direct sales

9. Who defines
goal?
your audience
you
your competitors
your mobile partner

10. 1.discover
2.engage
• trust
• measure
• repeat

11. IAB’s Social Media Measurement
Intent
Awareness
Appreciation
Text
Action
Advocacy
Benchmarking

12. 1 DISCOVER
SocialSMSQR CodesMobile
EmailSearchPromotionOut
and about

13. DISCOVER - INDUSTRY EXAMPLES
Orange Google QR
Wednesdays code stickers
Text
Yelp AR BMW
Snow tyres

14. 2 ENGAGE
SocialConversatio
nMake
relevantGive 'em
somethingSeize
the moment

15. it’s the consumer
that chooses when
and where to connect
while out and about

16. it’s the consumer
that chooses when
and where to connect
while out and about
in private

17. it’s the consumer
that chooses when
and where to connect
while out and about
in private
wherever they get inspired

18. Good site ...
bad site

19. the web killed my phone
it also killed my first impressions, user experience and my patience
I’ve just bought an iPhone, so why should I care?
somewhere here is a login button-
I can’t read anything, where do I why? you know who I am!
start?
if I squint hard, this is a store locator.
but surely the phone knows where it
is – just give me the closest store! uh oh… this page uses flash, I
hope there wasn’t important stuff
here.
this whole page was over 412 KB,
and took me ages to download. I’m
so many links, even if I could read
glad the flash didn’t work now – it
them, how many do I really need
would have more than tripled that…
when out-and-about?

20. (but it doesn’t have
to be this way)
it’s instantly clear how to navigate the site, and I have
the option of jumping to the full PC site should I need
to do more.
images delivered the correct size for
my screen, saving me time and
money.
great, the page is optimised to take full
advantage of this expensive phone I just
bought
content personalised for me
without asking me to login
easy to press buttons – perfect for use on a
touchscreen phone like this

21. ENGAGE - INDUSTRY EXAMPLES
Quiz
Text

22. 3 TRUST
Brand in the
handLook & feel
UXQuality of
Experience

23. TRUST - INDUSTRY EXAMPLES
Text

24. 4 MEASURE
AnalyticsIdentify good
performanceRoot out bad
performanceFeedback and
improve

25. 5 REPEAT
SocialViralValuable
serviceThey want to
return

26. Mobile different to PC
... but do connect campaign
across channels
consistent
compliment
combine

27. Mobile can ...
create fuller campaign
extend reach

28. THANK YOU
Why? Goal
EngageText
Measure