69. What are the business goals? awareness? acquisition? retention? customer service? Are you trying to reach more people? Talk to people you can’t reach in other ways? Provide utility? Experiment/test? What else are you doing? where we might be able to compliment those activities. What’s the budget? And what’s the expected return? #getmobile @brunnermobile
70.
71. Shaun Quigley VP, Digital Practice Director [email_address] 202 741 8074 phone @squigster #getmobile @brunnermobile
Hi everyone. Thanks for joining. It looks like we’ve got about __ people on the line so I think we’ll go ahead and get started with today’s program. Today’s topic is Get Moving with Mobile, and it’s part of Brunner’s Digtial innovation series. My name is Shaun Quigley and I’ll be your presenter. I lead the digital practice for Brunner. We’re one of the largest independent agencies in the country and a TOP 75 interactive firm. I work out of Washington DC but am presenting today from our HQ in Pittsburgh. The objective for this session is threefold: Learn something new What leading brands are doing in the mobile space What questions to ask when developing a mobile strategy.
And if you have additional qeustions. Please drop me a line We will repsond to your twitter posts. Let’s go to the phones. .
If you’d like to ask a question. Please use the Twitter hashtag of pound: GET MOBILE You can also use the question tool in this webinar to raise your hand and we’ll do our best to take questions at the end.
Thought starters on what leading brands are doing in the mobile space—ranging from solid blocking and tackling to ideas that are really harnessing the full power of mobile.
The first one is for Anheuser Busch , with it’s Text Cruise to Beers contest, now in its 3rd year. Their Bud Light brand has a text-to-win contest where they fill two cruise ships on a monster party sail down to a private island with a surpriser rock band delivering a private concert. All the beer you could drink on the cruise—but the only way to get in, is if you text and win. They have a multi-platform campaign in all types of media. Mainly, though, the activation takes place at shelf. So if you walk into a liquor store, or as we call ‘em in Massachusetts, the packy, you’ll see big cardboard displays with a simple message for TEXT CRUISE TO BEERS. Once you take the action to text, you’re opted in to Bud Light’s databsase for ongoing marketing efforts. You’ve given them permission to recontact you in the future. And as any good marketer knows, a permissioned list, is more valuable than a big list. The other thing that’s important to point out is that people are simply more likely respond to a mobile message than most other forms of communication. It’s instantaneous. It buzzes in your pocket. You’re conditioned to take it out, and have a look.
From basic SMS messaging we move to the world of mobile video. The Daily show did something really smart. They’ve taken their incredibly popular 30 minute program on Comedy Central, collapsed down to 60 second and 3 minute formats for people on the bus-ride to work. This is an incredibly smart response to address the way people are consuming media on phones. They’re not viewing in large chunks, rather, they’re choosing to engage with media in bit – sized snacks. Information snacking, if you will. And brands—especially content providers or publishers—need to think this way when they plan content for mobile.
Another great example. ADIDAS-proud sponsor of the LONDON marathon is connecting runners to their supporters. Here’s how it works.
Adidas offered all supporters of the runners the chance to monitor the performance on mobile. [read steps] BUT WHAT WAS REALLY COOL was that Addias placed digital billboards at given intervals throughout the race, so friends and family across the pond could send any runner inspirational words of encouragement along the way. The traffic yielded one half million SMS text messages during the London Marathon.
The CDC, center for diseas control, connected with registered users and asked to take a 3 question survey on the phone. 70% answerd the survey and volunteered with 3 simple pieces of information: AGE SEX ZIPCODE This is invaluable information to the CDC-in the event of emergency, when it needs to distribute information quiclk. Remember, opern rates are exponentially more likely via SMS than they are through email.
4 very different brands. 4 very different ideas. Varying degrees of difficulty as far as execution and budget. But all activated right on your phone. So Mobile marketing. What is it. The most common definition is anything that allows communication through any mobile device (like a cell phone, iPad) or through a mobile network (such as carriers and ISPs). The what is easy. .
The WHO generates a bit more controversy The NYT reported this spring that a t hird of teens send 100 or more text messages a day.
HALF- --send 50 or more a day. And while those figures may sound absurdly high, anyone who has teenagers or kids home from college can identify with this scene. The irony of course here is that all 4 of these kids are talking to each other, right. HOWEVER, we’re seeing a huge shift in the mobile audience over the last couple of years. It isn’t just for teens anymore. It’s for everyone.
Young and old. Its reaching across demographics and psychographics. It spans most all income levels. This photo was staged by a colleague of mine who was visiting his grandparents in Boynton Beach, Florida, when he found them all at the table with some form of technologyin front of them. Scenes like –in retirement communities all across America-are becoming more and more common.
Don’t believe me? Here’s the proof. For older segments of our population, having a mobile phone is more popular than having internet access.
8 out of 10 Americans own phones. YOWSERS>
This cultural shift. This ubiquitous access to technology, coupled with the pace of technology advancement has completely altered human behavior. ONE SIMPLE EXAMPLE Picture yourself this morning, before you left the house. What‘’s the last thing you did before you left? In the past we used to pat ourselves down for wallet or purse and our car keys.
But now we’re patting ourselves down for three things.
And most of those devices are feature phones, as opposed to smartphones like the iPod, Android or Blackberry.
But smartphone adoption is happening faster than most think. Nielsen projects that by 2011, smartphones will outpace penetration of feature phones. And when you look at this timeline, it’s pretty remarkable how fast this is all happening. In 2008, 10% smart, 90% feature Three years later, in 2011, projections suggest that market share will be split 50/50.
And that’s opening a whole new world of possibilities to marketers. This photo came from my trip to the baseball park last night. Note the signage that lets people enter the park with a bar code instead of a paper ticket. People are doing all sorts of things on their mobile devices today. It’s no longer just a communications tool. It’s News. It’s weather. It’s sports scores. It’s your shopping list. Maps and directions. Your calendar. Your bank account. Your camera. Your video camera. Social networks. The list is becoming endless. The mobile channel is no longer emerging. Its here. And it’s up to all of us– brands, agencies, media compnaies, designer,s developers and marketers to figure out how to reach and engage these people in the most relevant way possible.
More stats. 69 – that’s a fifth of the country.
And the common problem that marketers—and designers—face--- is that for YEARS, screen sizes were getting larger and larger and larger… Which brand marketers loved cause you could make the logo bigger and bigger and bigger. Well, that trend has completely reversed iteself. Now, everything is getting smaller. And designers need to be much more selective, and frugal, with information design and functionality. Steve jobs says that when facing a design challenge, you need to think about mobile first.
Most of the activity on the mobile web starts with SEARCH, followed by.
Good gracious!
And again, search is one of the most prevalent uses, particularly on smartphones. iPHone and Android user– unsurprisingly- do more of everything with their phone—specifically, music, gaming, social networking, search and IMing.
One of the things that can’t be overlooked is how personal this medium is. On the television show THE VIEW—last week, I heard one of the ladies say that people are within 3 feet of their phones 23 hours a day. Now, that science might be questionable. But it’s undeniable—given how tied people are to these devices—that mobile represents the most interactive and engaging possibilities in digital communication.
This one’s a whopper. By 2011, smartphone sales will eclipse PC sales.
What will those phones look like? Who knows? Here we have marketshare data from MAY on devices by brand. Most of the hype is on the iPhone, and that’s where most brands are experimenting. This can be a mistake The first misstep brands make with mobile is in what they choose to develop for. iPHone apps are the sexiest choice and they’re the most fun to work on for sure. But iPhone apps also have smaller share than that of Android or Blackberry. But they also have smaller share. Take a step back, and think strategically about your approach. If you’re a b2b company, or a professional services firm, you probably want to be thinking about BB first. If you’re a retailer, you might be thinking feature phones and sms If youre selling high end toys like motorcycles, you might want to provide some type of engagement game or utility through an app. And if you’re an information source, like a media company, you’d better have your mobile website figured out But the first question should always be. WHO IS THE TARGET AUDIENCE and WHAT KINDS OF PHONES ARE THEY USING?
What will those phones look like? Who knows? Here we have marketshare data from MAY on devices by brand. Most of the hype is on the iPhone, and that’s where most brands are experimenting. This can be a mistake The first misstep brands make with mobile is in what they choose to develop for. iPHone apps are the sexiest choice and they’re the most fun to work on for sure. But iPhone apps also have smaller share than that of Android or Blackberry. But they also have smaller share. Take a step back, and think strategically about your approach. If you’re a b2b company, or a professional services firm, you probably want to be thinking about BB first. If you’re a retailer, you might be thinking feature phones and sms If youre selling high end toys like motorcycles, you might want to provide some type of engagement game or utility through an app. And if you’re an information source, like a media company, you’d better have your mobile website figured out But the first question should always be. WHO IS THE TARGET AUDIENCE and WHAT KINDS OF PHONES ARE THEY USING?
No one knows who will win the smartphone wars. I thought this play by Android, to steal Apple’s thunder by releasing their new model a day early was pretty sweet. You can almost smell the smoke pouring from Steve Jobs’s ears.
We know the who, and what they’re doing. But what’s causing all this change
. Well it’s a lot of things. But it can be distilled down to 4 core market conditions.
Smarter devices – the actual devices are gettting better every year—people are trading their phones in ever 12 or 24 months and the technology is advancing more rapidly. Faster networks . 4G is has been out for a while, with the iPHone set to release it’s model. Better browsers. Things just look and function better. And finally. All u can eat data plans. Peoplle are no longer concerned w/ that TXT msg that costs them a quarter.
And this complicates things even further. Mobile means personal gaming devices. It’s kindles and eReaders. It’s the iPad. It’s all of these things. A researcher @ Forrester, Josh Bernoff, coined a concept called THE SPLINTERNET– a few months back== The basic premise is this: The whole framework of the Web (and Web marketing) is based around the idea that everything is in a compatible format. Any browser, any computer, any connection, you see pretty much the same thing. Now with all these other devices, that's not true. What you do on your website won’t necessarily work right on everything else, especially if it includes flash or assumes mouse-based navigation. Meanwhile, more and more of the interesting stuff on the Web is hidden behind a login and password. Take Facebook for example. Not only do its applications not work anywhere else, Google can't see most of it. DON”T PANIC DON”T try and unify everyting. Choose your devices carefully and manage expectations accordingly.
The splinternet has created a ton of noise. It’s a total mess. Expectations about what you can do are not aligned with what’s actually possible. The buzz about mobile is is mismanaging expectations about what you can do. Here are some examples.
We talked about some of the differences in design standards. There are many more. Technology is different. Interactivity is different Searchability is no longer a global standard. For example, FB
Here’s a nice table depciting the difference of how things used to be and where they are headed. REACH being one of many challenges. We also need to think differently about user experience. How things are customized. Advertising models. Measurement becomes more difficult. AND THE TALENT---required to pull all this off, has seriously shifted. Agencies listen up: Fewer media buyers, more engineers. .
In the development community, this is a huge question.
This is one of the most compeeling reasons for getting your mobile act together. Morgan Stanley reports that by 2013, more folks will be surfing the web than more on their phone than on the desktop.
They’re making our social networks even more portable.
They’re making our social networks even more portable.
And that portability makes it easier to do things like make comments on facebook. And tag photos, and comment on blogs and learn a little bit about the businessperson you’re meeting while you’re in the lobby of their office.
Starbucks, for example, lets you load your loyatly card right onto your handheld. And when you order up your triple skim soy mocha-chocka latta, the sale is closed using the mobile device instead of your debit card---or cash.
Target is way ahead of the curve. They have a mobile site that’s top notch. They offer an app that provides an optimal experience for the gift registry They have a text messaging platform for couponing, not to mention they’re the first major retailer to offer scannable coupons at register. This is advanced stuff for a U.S. company. When we compare this internationally, however, it’s much less impressive. In many Eastern countries phones are being used to buy every day products in store and in vending machines.
Here comes google with visual search.
Mobile is reinventing the point of purchase.
Especially those that are equipped wit h GPS functionality. If you look closely on this iPHone you’ll see how that GPS signal is transmitted.
Those signals represent a huge opportunity for marketers to reach people based on where theyr’e located. I’m going to play a video now for a location-based service called ShopAlerts ShopAlerts is an opt-in program that reaches consumers when they’re near the store— creating optimal relevancy tied to place and time.
Other location based tools like FOURSQUARE and GOWALLA are rewarding people for checking in public places like restarurants. ON the left you see I’m at the Bastille Café and Bar in DC . On the right you see I’m being pushed out to get a saki bomb over at Shiku Sushi.
QR or quick response codes are taking advantage of the camera’s that people have imbbedded within their phones. These QR codes have been around for 10+ years, and we’re finally staring to see thme permeate everyday marketing.
Like on the Jumbotron, for dick’s. The fan takes out their phone snaps a picture and gets a marketing message sent directly to their phoen.
Or at the shelf. Similar codes are being attached to shelving and packaging. Many of these codes link to user reviews, recipes, or mode of action video.
Proud realtors everywhere are using QR codes to provide guided tousr of their listings when he can’t be there in person.
There’s all kinds of advertising, Here just a few working from left to right. You can create ads through texts – we saw the adidas example Display Search Ads within apps Push notifications– similar to the messages you get from groups you’ve joined on FB.
But the smartest brands are integrating a variety of mobile techniques—and testing what works, and what doesn’t. Here’s one for JCPENNEY
The creative, on balance, sucks. .
Finally, the big debate amongts marketers, technologists, designers and brands is if they should be investing in mobile web or applications. WAP– stands for wireless application protocol. APP is what you’d find in the app store.
These, are mobile web sites.
This, is an app.
40% of traffic coming rom the lot.
Ask yourself these questions first.
Devices How are they using How can you help them
And if you have additional qeustions. Please drop me a line We will repsond to your twitter posts. Let’s go to the phones. .
So that’s all we’ve got for you today. I hope you learned something that can be applied to what you do every day. This is our site, Brunner Mobile.com
![Shaun Quigley VP, Digital Practice Director [email_address] 202 741 8074 phone @squigster](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)