Slides from my keynote talk at BOLO 2012 in Scottsdale, AZ. Many thanks to Bret Giles, the AgencySide team and all of the attendees.

1. Go Mobile…
Or, Go Out of Business.
Tim Hayden ● @TheTimHayden ● #bolo2012

2. Why mobile?
(why should we care?)

3. We’ve been upright and walking *mobile+ for more than 4 million years…
…and, we’ve been sitting on our tails, typing, for less than 200 years.

4. EMPOWERING
LIBERATING
REWARDING
50% US (70%+ Asia/Europe) ~40% of US
smartphone users owned device < 1 year
smartphone ownership

5. So, where
does
Mobile fit?
(uh, everywhere…)

6. TODAY’S DIGITAL ECOSYSTEM
THE CURRENT DIGITAL ECOSYSTEM: WEB, SOCIAL, MOBILE, SEARCH
Internal Properties (Intranets etc.)
Mobile
Properties
CORPORATE
External Websites External Social Networks
BRAND
WEBSITES
MULTIBRAND
search engines
WEBSITES
social sharing
BRANDS
MULTIBRAND
BLOGGER
OUTREACH BLOGS
CORPORATE RICH MEDIA
WEBSITES PARTNERSHIPS
ADS
BANNER ADS
Owned + Paid +
Earned Earned

7. TOMORROW’S DIGITAL ECOSYSTEM
MOBILE TECHNOLOGY AND BEHAVIORS PART OF EVERYTHING
Internal Properties (Intranets etc.)
CORPORATE
External Websites External Social Networks
BRAND
WEBSITES
MULTIBRAND
search engines
WEBSITES LOCATION BASED
social sharing
BRANDS
MULTIBRAND
BLOGGER
OUTREACH BLOGS
CORPORATE RICH MEDIA
WEBSITES PARTNERSHIPS
ADS
BANNER ADS
DIGITAL OOH NICHE APPS
Owned + Paid +
Earned Earned

8. MOBILITY
is Life
Home Work Store Play

9. Mobility is a
Behavior(s)
(it’s about the individual, not the device)

10. Tablets = “Lean Back”
• Primary: Apps • Shopping: M-Commerce
• News/Media • Games
• Long Form Content • Utility: Home & Business

11. Smartphones = “On-the-Go”
• Primary: Texting • Shopping: Deals/Payments
• Social • Games
• Search/Inquiry • Utility: Life & Play

12. Mobile is
Gamechanging…
(a few disruptive realities…)

13. Offline is the New Online
Source: Our Mobile Planet: United States, Google/Ipsos OTX MediaCT, US, May 2012

14. Second Screen Experiences

15. Don’t forget,
it’s still
a phone
(and we still use it as one)

16. Clickable phone # or this
on each page of site/app

17. Remember, it’s
a camera
(and we love it!)

18. The Rise of the Supply Side

19. Data is Everywhere

20. Offline  Online
EDUCATE DELIVER
& &
 
INSTRUCT REWARD
INTRIGUE ACTIONABLE
& &
SUSPENSE CONVERT
&
Go SOCIAL

21. Relevance
&
Brevity
Rule the Moment

22. Responsive & Reactive Design

23. Mobile Search
as a technology…
Google has, and will, change the
rules on how your site is indexed:
ARE YOU MOBILE FRIENDLY?
ARE YOU NEARBY?
DO YOU HAVE VIDEO?
ARE YOU POPULAR?
…as a behavior

25. Social is now immediate
Engage
Re-direct
Privately
NO NO
YE YE
S S
Engage Converse
Compliment Assess Proceed Proceed Re-direct
in public? further?
NO
YE
Community NO S
Managers
NO YE
Expertise S
Product Can CM Engage
with Assess
help? Privately
product? YE
S
Participant upset?
Monitor
Conversations !! Complaint !!
Is
Company Is topic Positive
Proceed engagement Proceed
sensitive? outcome?
NO positive? YE YE
S S
Community YE NO NO
S
Legitimate? Engage
?! Other issues !? Assess Proceed
Privately
YE
S
NO
Engage
Do not engage Re-direct (optional, but recommended)
Privately
LISTEN ASSESS ENGAGE REPEAT

26. Decline in Social Media & Online Attention
We have better things to do, places to go and people to see.
It is illegal in almost every state (US) to
look at/touch your phone while driving.
Apps, SMS texting, Apps, email, Apps!
We run into each other if we stare at our phones while walking.

27. The
Investment
&
Responsibility

28. More $
≠
More Users

29. Social
Experiences ClickStream
Integration is CRM
Key Transactions Email
App(s) SMS/MMS

30. Social
Experiences ClickStream
UIDs:
email address
phone number
CRM
cookie Transactions Email
Facebook ID
App(s) SMS/MMS

31. Think
Mobile Behavior
before
Mobile Technology

32. Thank You,
BOLO 2012!
Tim Hayden
SVP, Mobile Strategy
@TheTimHayden
tim.hayden@edelman.com