My presentation from the 2012 Digiday Brand Summit discussing the need for a mobile-specific strategy for brands.

1. Does your brand need a mobile-specific strategy?
HYPE-BUSTERS
@kaylam

2. MOBILE IS NOTTHE FUTURE:
MOBILE IS HERETODAY

3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE,
REPRESENTING 56% OF THE GLOBAL POPULATION
SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE,
OR 13.5% OF THE TOTAL POPULATION
BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG
MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45%
SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE:
MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS
IDC CLAIMS THAT BY 2015 MORE AMERICANS
WILL ACCESS THE INTERNET VIA MOBILE VS PC
IPAD GROWTH = 3X IPHONE GROWTH

4. MOBILE IS NOTA
‘BOLT-ON’ SOLUTION

5. TRUTH #1
humans want
to be entertained.

6. BRAND STORYTELLING

7. CONSUMER STORYTELLING

8. PRODUCT STORYTELLING

9. TRUTH #2
context drives content
(and sometimes content drives context)

10. MOBILE HASTHEABILITYTO MARKETTO CIRCUMSTANCE

11. TRUTH #3
mobile fuels other
digital &
traditional behaviors

12. MOBILEACTSAS CONNECTIVETISSUE BETWEEN
OTHER CONSUMERTOUCH POINTS

13. SO WHAT?Where do I go from here?

14. Stop focusing on the container.
Your customers will consume the content when and where they want to.
Just be there with meaningful and optimized content.
FOCUS ON THE CONTENT

15. HOW?

16. DESIGN FOR CONNECTED EXPERIENCES
Create content experiences that are fluid between mobile, tablet, desktop, and IRL.
a aa

17. BUILD A SOLID CMS AND TRACK EVERYTHING
Manage your content so that it optimizes for the right experience at any screen, anytime.
Analytics becomes your best friend in learning about your customer
and where and when they engage with your brand.
LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name'
[REPLACE | IGNORE]
INTO TABLE tbl_name
[PARTITION (partition_name,...)]
[CHARACTER SET charset_name]
[{FIELDS | COLUMNS}
[TERMINATED BY 'string']
[[OPTIONALLY] ENCLOSED BY 'char']
[ESCAPED BY 'char']
]

18. AUGMENT YOUR CONTENT STRATEGY
Develop well-designed user interfaces to connect with people in contextually relevant ways.

19. ITERATE
Set up your organization structures with flexibility for experimentation.
a b c

20. FOCUS ON PEOPLE
NOT THE TECHNOLOGY
Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.

21. See you on the internets.
THANKS
@kaylam