1. Is Social + Mobile Worth it? How to
Calculate & Get Mocial ROI
RE/CON Asia, Beijing, December 2, 2013
Handol Kim, CEO, Reqvu, Inc.
handol@reqvu.com
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2. Agenda
§ Is it worth it? Some background data
§ Mobile + Social Marketing is different
§ What is your objective?
§ How to succeed on Mocial
§ Calculating success and ROI
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3. Introduction & Background
§ Co-Founder & CEO of Reqvu, Inc., a
social + mobile marketing platform and
app start-up selling to Shopping
Centers, Retailers, F&B and CPG/FMCG
Brands
§ 15+ years of high-technology
experience, the last 8 years in mobile
software
§ Industry expert for Gerson-Lerhman
Group (GLG), Samsung Securities, HSBC
Securities; speaker TelecomTV
CONFIDENTIAL
handol@reqvu.com

4. Problem Statement
“It is 2014 and 99% of people still market like it’s
2004.” Gary Vaynerchuk, author of Jab Jab Jab Right Hook
§ Social marketing is fundamentally different from
traditional and even digital marketing
§ It is inherently a 2-way conversation – everything
else is 1-way, eg. broadcasting
§ Mobile marketing enables you to reach
shoppers in ways you never could before
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5. The Objections
§ I don’t get Facebook, it’s for kids.
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§ The average
age of a
Facebook
user is ~38

6. The Objections
§ I don’t want people saying bad things about our
mall on social
§ Different social sites work in different ways: On
Twitter, this is more dangerous. On Facebook,
much less so
§ Comments that flame your mall’s Facebook
Page are only seen by a small number of people
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7. The Main Points
§ If you’re not on mobile then you’re not reaching
your target customers, ~50% of your footfall has
smartphones, and they use social apps while
shopping
§ Your mobile app MUST do something: apps are
not for information
§ Mobile = Social: need both to succeed
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8. Smartphones are Everywhere
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§ Your focus should be on where your customers spend
time

9. Mobile Usage
§ Facebook accounts for a full 1 out of every 5
minutes spent on mobile
§ Over 70% of Facebook usage is via mobile, and
almost 40%+ is via mobile EXCLUSIVELY*
§ Add other social/messaging/photo apps and
social apps account for ~40% of all time spent
on mobile
§ Most other top social apps are mobile first/exclusive,
eg. Twitter, Instagram, etc.
* Facebook Q1/2013 Earnings Call
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10. Mobile Usage
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§ Whatsapp processes
14B messages/day,
global SMS is 20B
§ 400M photos/day
shared on Whatsapp
§ 350M on Facebook
and Snapchat
§ 55M on Instagram
§ So how do you take
advantage of this?

11. What Doesn’t Work
§ Assigning a junior marketing person to update your
mall’s Facebook Page, Twitter Account, etc.
publicizing your tenants’ sales
§ Pegging your marketing team’s KPI to getting more
Likes is not how you succeed
§ Hiring the people who did your website to do your
mobile app
§ Launching a mobile app that is a glorified map/
directory
§ Not being able to track, quantify your results: no
analytics
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12. What is Your Objective?
§ You need to set your objective
before you can determine success
§ Mobile reaches users whenever
and wherever; Social is a
conversation
§ Your objective can be Reach, but
Engagement is even much better
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13. Challenges
§ Your mobile app has to do something, and you
have to promote it
§ Your mobile app is not a website – there is
overhead in maintaining it with new content,
functions, etc.
§ How do you track success?
§ There are lots of Social networks – which to
choose?
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14. Mobile Apps are not Websites
§ When you think of the most successful mobile
apps, they generally follow these criteria:
§ They DO something that is of value to you
§ They are SIMPLE/EFFICIENT/FAST and let you
do what it is valuable to you as easily as possible
§ The context of their usage is mobile-first
§ Don’t take your website and make it a mobile
app and expect people to use it
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15. Lots of Choices?
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§ Many options, but you
don’t need to cover all
of them
§ Facebook and Twitter,
then choose either
Instagram or Pinterest
if N.America, or Line if
Asia – of course, you
must have WeChat/
Weixin for China

16. Comparison of Mocial vs Other Options
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§ Options range from the traditional, eg. TV, radio,
newspapers, direct mail, magazines, OOH (Out-Of-
Home) and in-store signage
§ Effectiveness of such media is typically measured by
metrics such as Gross Rating Points (GRP)
§ Online/Digital/Social/Mobile are generally measured
by other metrics. The following comparison will focus
on website vs Facebook for an actual mall (identity
hidden)

17. Comparison of Mocial vs Other Options
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§ Traditional media cannot be compared effectively
on an apples-to-apples to basis for the following
reasons:
§ If a tree falls in the forest…GRP is derived by
multiplying Reach by Frequency: there is no concept of
the target actually consuming the media, eg. in
bathroom while advert on TV, flipping through ad in
magazine
§ Hard to measure engagement/impact. Deriving a
quantitatively accurate conversion rate of a GRP for a
given campaign to foot-fall is difficult, and even more
difficult to plot to conversion (purchase)

18. Case Study
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§ According to Alexa (leading web
analytics authority), the Actual #of
Daily Uniques is not available
publicly - only rankings
§ Judging by the Daily Pageviews
per Visitor (3.2) and Daily Time on
Site (2:40), the average website
visitor is likely looking for quick
information and leaving after
finding it
§ TrafficEstimate.com estimates
there were 73,100 visits in the last
30 days, or ~2,437 visits per day

19. Case Study
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§ The mall’s Facebook Page shows the following metrics:
#Likes: 18,166; PTAT: 384; Been Here: 2,390
§ The mall is posting twice a day to the Facebook Page,
meaning that users reached daily is ~9,400 (calculations available
upon request)

20. Comparative Data
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in mall"
§ The above are estimates for reference only.
Calculations showing how these figures were derived
are available upon request
§ Increasing Dwell Time is best done via social, but more
importantly your shoppers engage via social. A mobile
app could help increase even more by reaching
shoppers in your mall at the right time along the path to
purchase

21. What it boils down to
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§ Each time you post an update on your Facebook Page
you can reach people – free…imagine if you did more
§ Post more often, buy ads, mobile app
§ People who engage with you on Facebook spend more
and more often

22. Re-Cap
§ Is it worth it? Yes, if reaching shoppers where
they are while in your mall is important to you
§ Is it easy? Nothing worthwhile is easy, but it’s not
as hard as you think but it has to be done
differently
§ Set your objectives clearly and your Mocial efforts
will succeed
§ Measure, measure, measure!
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23. Conclusion
§ Don’t be afraid. Social + Mobile is not that hard,
it’s just new
§ What are your shoppers doing when they are in
your mall? Is this behavior increasing?
§ No other medium has the ability to reach your
shoppers in-mall at the right time in the path to
purchase
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