Slides that I presented at a conference in Hong Kong on mobile social marketing

1. Strategising for a Winning Mobile
Social Formula
Ged Carroll, director: digital, social
& interactive – Greater China region

2. In this presentation
• Overview of the Asia social mobile landscape
•How mobile and social will affect other parts of
the marketing mix
• Mobile social marketing strategies - how they
all come together
•Consumer-oriented case studies of companies
on mobile social networks

3. Why we’re really here
Globally 24 per cent of all media is consumed
on a mobile device. Yet only one per cent of
dollars are actually spent there – Bonin
Bough, vice president of global media &
consumer engagement – Mondelez
International

4. Social mobile
landscape
istole thetv

5. What does mobile mean?

6. Hong Kong vs. the EU
Attribute Hong Kong EU Difference
Broadband 87%* 73%** 14%
Mobile penetration 223%* 128%*** 95%
Mobile data / user /
month
666.9MB* 527MB** 21%
LTE / 4G services Universal coverage, if
not adoption*
Not all licenses
awarded, networks roll
out variable
-
E-commerce usage 62%**** 35%** 27%
*Government of Hong Kong **Eurostat service of European Union
(2011) *** GSMA European Mobile Observatory 2011 **** Global Web
Index

7. Mobile and social
Mobile is
social
Address
bookDark social
SMS
Social
platforms
Email
Facebook*
CyWorld*
Weibo
Twitter
Mixi
LinkedIn*
IM
Yahoo!
Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Instagram
Messaging Apps
Skype
Viber
WhatsApp
Platforms
WeChat
LINE
KakaoTalk

8. Yes. It’s complex*.
*And that’s just an indicative rather than a complete map

9. Mobile is dark social
Mobile is
social
Address
bookDark social
SMS
Social
platforms
Email
Facebook*
CyWorld*
Weibo
Twitter
Mixi
LinkedIn*
IM
Yahoo!
Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Instagram
Messaging Apps
Skype
Viber
WhatsApp
Platforms
WeChat
LINE
KakaoTalk

10. But not all social is mobile
Mobile is
social
Address
bookDark social
SMS
Social
platforms
Email
Facebook*
CyWorld*
Weibo
Twitter
Mixi
LinkedIn*
IM
Yahoo!
Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Instagram
Messaging Apps
Skype
Viber
WhatsApp
Platforms
WeChat
LINE
KakaoTalk

11. Mobile social applications
Mobile is
social
Address
bookDark social
SMS
Social
platforms
Email
Facebook*
CyWorld*
Weibo
Twitter
Mixi
LinkedIn*
IM
Yahoo!
Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Instagram
Messaging Apps
Skype
Viber
WhatsApp
Platforms
WeChat
LINE
KakaoTalk

12. The power of social apps
Is this the world’s best
phone? – Christian
Lindholm (2007)

13. Mobile social platforms
Mobile is
social
Address
bookDark social
SMS
Social
platforms
Email
Facebook*
CyWorld*
Weibo
Twitter
Mixi
LinkedIn*
IM
Yahoo!
Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Instagram
Messaging Apps
Skype
Viber
WhatsApp
Platforms
WeChat
LINE
KakaoTalk

14. Understand your landscape
• Lies, damned lies and analytics
• Fragmented landscape
• Technologies
• Legal and regulatory
• Business relationships
• Socio-cultural aspects
• Too many innovative people*

15. How mobile and social affect other
parts of the marketing mix

16. Where does mobile social marketing fit
in?
Altimeter Group –
Customer Hour Glass

17. Where does mobile social marketing fit
in?
Ask for advice
Read reviews
Check-in | Share news
Ask for help
Follow brand news | give
advice
Publish brand content |
Amplify

18. Do you mean social or socialised?

19. Where does mobile social marketing fit
in?
Socialised
Social

20. Attributes
• Immediate
• Real-time
• Contextual
• Personal
• Social nexus

21. Mobile social
marketing
strategies –
coming
together
LeWeb

22. Starting point
• Desk research and then market research
• A platform is not a strategy
• What’s the customer journey you want?
• Mobilise what you already have
• Think mobile first, not responsive when
creating new assets
• Test & learn iteratively

23. China Merchants Bank
From message in
a bottle to ‘social
banking’

24. Maeil on Kakao ‘Every Town’
• Engage & entertain
consumers
• Facilitate product
trial
• Acquire for future
EDM campaign

25. Gamification|community management
• Established rules
• listening
• Tasks (time limited)
• Co-create, co-solve &
amplify
• Rich content
• Recognition
• Shout-outs
• Leaderboards
• Badges
• Points
• Discounts
• Integration across
channels

26. Uniqlo on KakaoTalk
• EDM
• 2 million+
subscribers
• Mix of in-store &
online calls to action

27. Clarins on WeChat
• EDM
• Integration with
loyalty programme

28. Disney WeChat character stickers
• Increase
awareness and
create positive
sentiment toward
characters
• Socialise on
Facebook

29. Case studies - videos

30. Some links for more ideas
• Bryan & Stephanie
Rieger of Yiibu - smart
design thinking
• Onavo – interesting
apps data
• GSMA – research
• Wireless Foundry
• WPP Reading Room
• Fjord – service design
consultancy (now part of
Accenture)
• Zocialinc – Southeast
Asian social insights
• App Annie – mobile app
download data
• Asymco – mobile
platform analysis

31. Any
questions?
colinkinner

32. Thank You
Ged Carroll | +852 2963 5679 | +852 5360 2702 | @r_c |
http://bm.com | ged.carroll@bm.com