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Frukostseminarium 2011 - Mobilen i fokus
This document discusses how to mobilize a business by developing a mobilization framework. The framework involves three steps: 1) defining platform pillars such as devices, services, and customers, 2) creating an ecosystem through primary and extended services on mobile and web platforms, and 3) developing an engagement plan around awareness, adoption, advocacy and loyalty through various engagement lenses. The process of mobilization is progressive and builds market and brand relevance over time by driving it through connectivity, desirability, monetization, and empowerment.
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Frukostseminarium 2011 - Mobilen i fokus
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- 2. Mobilizing your business Broughtto you by Hörnsten & Ivmark
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- 5. Mobilization Framework Market Driver MarketDriver MOBILIZED Market Driver PILLARS & ENGAGEMENT ECOSYSTEM PLAN BRAND STRATEGY Market Driver Market Driver
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- 7. “ You’ve spentthe day on the Internet — but not on the Web. ” “The Web Is Dead. Long Live the Internet” By Chris Anderson and Michael Wolff Wired, August 2010
- 8. Connectivity Today 23% of all FB users Google are 2x searches more active come from on mobile mobile Netflix, on More Kindle 100 ebooks than devices paperbacks!
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- 10. Demand for Platforms iPod iPhone iPad 0 1 Quarters After Launch 2 3
- 11. Demand for Utility APPLE ITUNES MEDIA 7 yrs 10 000 000 000 downloads
- 12. Demand for Utility APPLE APP STORE 2,5 yrs 10 000 000 000 downloads
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- 14. ROI? Biz Model? % 50 37.5 25 12.5 0 Symbian Blackberry Apple Microsoft Google Other Market share App download and usage Gartner Q1 2010: Market Share AdMob Operating System Share, May 2010
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- 17. Semiclosed vs. HTML AWARENESS ? MARKETING MARKETING SERVICES iAd Ad Sense ? PRODUCT AND MARKETPLACE MARKETPLACE OR SERVICE ? $ $ $ LOYALTY
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- 19. “ We're seeing a dramatic shift in the way business is done towards more transparency, more collaboration, more democracy, and ultimately more value. ” – Alex Bogusky, Founding Insurgent, FearLess Cottage
- 20. Value Spectrum CONTENT UTILITY
- 21. FORM ATS Mobile Tagging QR Co des Barcod es Mobile T ags
- 22. KEY P LAYER Check-ins Foursq S u are Gowall a Facebo ok
- 23. KEY T HEME M-Commerce Augm Price In-Ap ented R S Transp eality ar p Purc ency Exclus hasing ive De Gifting als
- 24. EMER GING M-Health Awaren EXAMP LES ess Publica tions Self-Ca re
- 25. M-Banking TREN DSET Mint.c TE om RS Chase Deutc he Ba nk
- 26. GENR Entertainment Music Public ES /Film ations Game News/ s Media
- 27. GENR Entertainment Music Public ES /Film ations Game News/ s Media
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- 29. “ ...consumers are surrounding themselveswith the people and information that helps them make better decisions thanks to social networks such as Facebook, Twitter, and YouTube. Their attention is focused in new paradigms and away from traditional media.... ” – Brian Solis, Social Media Evangelist
- 30. Customers are moreempowered than ever before. Some believe we are on the verge a customer revolution.
- 31. They’re not justcustomers, they can be your biggest advocates! Source: Harvard Business Review
- 32. EMER GING Custo MIND mers SET your b increa rand v se alue. “ Tell me and I'll forget; show me and I may remember; involve me and I'll understand. ” – Chinese Proverb
- 33. EMER GING Custo MIND mers SET your b increa rand v se alue. “ Tell me and I'll forget; show me and I may remember; involve me and I'll make it better. ” – Chinese Proverb? Wikipedia’d?
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- 35. Mobilization, Step 1/3 Define your Platform Pillars
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- 37. Mobilization, Step 2/3 Create your Ecosystem
- 38. Ecosystem Web DEVICES SERVICES Social CUSTOMERS Mobile
- 39. Ecosystem Web DEVICES Primary, SERVICES Social CUSTOMERS Extended or Pilot Service
- 40. Stockholm City Library Web Web Primary Social Service
- 41. Stockholm Stad Web Web Pilot Social Service
- 42. Mobilization, Step 3/3 Develop your Engagement Plan
- 43. Engagement Plan AWARENESS ADOPTION ADVOCACY LOYALTY
- 44. Engagement Plan Lenses WORD REACH VALUE OF IDENTITY MOUTH
- 45. Engagement Plan /Ecosystem Web Web WORD VALUE OF IDENTITY Social MOUTH Mobile
- 46. Engagement Plan /Ecosystem Web WORD REACH OF IDENTITY Social Mobile MOUTH
- 47. Engagement Plan /Ecosystem Web REACH VALUE IDENTITY Social Mobile
- 48. Engagement Plan /Ecosystem Web WORD REACH VALUE OF Social Mobile MOUTH
- 49. It’s a Work-in-progress Building market & brand relevance doesn’t happen overnight.
- 50. Mobilization is Progressive MARKET DRIVERS PILLARS & ENGAGEMENT RELEVANCE ECOSYSTEM PLAN Connectivity Desirability AWARENESS Devices ADOPTION MOBILIZED Monetization Services BRAND ADVOCACY Customers STRATEGY Rewards LOYALTY Empowerment
- 51. Summary Define your Pillars Createyour Ecosystem Develop your Engagement Plan
- 52. Key Take-Aways Be Relevant. BeEngaged – Mobile & social will help you listen, learn and engage with your customers. Be Fearless – Empowerment can be a mutual benefit.
- 53. Thanks! fredrik.hornsten@creuna.se ali.ivmark@creuna.se