Tim Hayden at TCISBS 2014

1. July
14,
2014
–
TCI
Social
Business
Summit
Tim
Hayden
–
@TheTimHayden

4. …and,
we’ve
been
siCng
on
our
tails,
typing,
for
just
about
200
years.
We’ve
been
upright
and
walking
[mobile]
for
more
than
4
million
years…

6. WHAT
JUST
HAPPENED?

7. Meet
Sundar
Pichai,
who
leads
Google’s
“Android
and
Chrome”
programs
(Google’s
mobile
opera?ngs
system,
and
browser)
The
Future
is
the
Browser

8. Gmail
PromoWons
“grid
view”
Google
–
tes?ng
the
success
of
“visual”
email
message
in
Gmail.
Pictures
say
so
much
more
than
words…in
email,
too!

9. What will your “big
data” opportunities look
like with bedfellows
such as Priceline and
OpenTable?

10. The new Amazon
“Fire” phone…
another direct
connection to
Amazon Prime
and Amazon
Local
subscribers?

13. HAPPENING
NOW!

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

15. >85%
smartphone
at
arm’s
length,
24
hours/day
SOURCE:
Edison
Research

16. Smartphones
=
EVERYWHERE
• Primary:
TexWng
• Social
• Search/Inquiry
• Shopping:
Deals/Payments
• Games
• UWlity:
Life
&
Play

18. Social
is
Mobile
SOURCES:
ere.net,
Mashable,
TechCrunch,
comScore,
Pew,
others.
70%
80%
30%
30%
35%
35%
50%
100%
100%

19. Mobile
is
BUSY
the
Desktop
Hour
email
web
social
other
the
Mobile
Hour
email
web
social
text
app
call

22. The
Mobile
Moment
Content
Data
Social
Search
Web
Email
Offline
Broadcast
The
“Click”
-­‐
OriginaWon
AZribtu?on
Measurement/Analysis
CRM
POS
Search
Mgmt
Social
Content
AnalyWcs
Media
Networks
Reports/
Views/Dashboard
Content
Command
Center
Responsive/ReacWve
Content
DATA

23. 2014
is
the
year
of
the
BEACON
TEST!
(Bluetooth
Low-­‐Energy)
WATCH
THIS
VIDEO
TO
LEARN
MORE:
hmp://vimeo.com/98761891

24. In
Washington,
DC
and
Silicon
Valley,
Starwood
is
tes?ng
beacon
technology
in
two
(2)
alo`
hotel
proper?es
where
guests
may
check-­‐in
and
unlock
an
assigned
room
via
their
smartphone.
This
may
reduce
the
headcount
(staff)
needed
at
registra?on.

25. Provo
understand’s
“knowing”
the
customer…
In
lieu
of
“beacon”
technology,
staff
seem
to
care
and
remember
guests’
names
and
preferences
for
a
more
delighdul
visit!!
Bravo!

26. The
Next
18
Months…

27. Where
Tomorrow’s
Consumers
Creators
are
Today

28. 22
million
digital
signs
by
2015

32. NOT
THIS

33. THIS

34. Mobile
Commerce!

35. !

37. COMMERCE
EVERYWHERE

38. But,
Really…?

39. Travel-­‐Purchase
Journey
It
is
criWcal
to
be
mobile-­‐friendly
across
all
guest
touchpoints
Consideration
Shop/
Compare
Book/Plan
ArriveStay/Explore
Depart
Post-Stay
Adver?sing,
search,
social…
Search,
reviews…
Direct:
app,
site,
or
OTA…
Apps!
Social!
Apps,
search,
social…
Apps!
Social!
Apps,
Email,
Social

40. Travel-­‐Purchase
Journey
It
is
criWcal
to
be
mobile-­‐friendly
across
all
guest
touchpoints
Consideration
Shop/
Compare
Book/Plan
ArriveStay/Explore
Depart
Post-Stay
Adver?sing,
search,
social…
Search,
reviews…
Direct:
app,
site,
or
OTA…
Apps!
Social!
Email!
Apps,
web
search,
social,
email
Apps!
Social!
Apps,
Email,
Social
“While
they
are
here”
is
the
most
cri?cal
point
of
engagement.
The
current
guest
is
the
most
valuable
customer,
now
and
in
the
future.

42. Offline
is
the
New
Online
Consider
indoor/outdoor
media,
direct
mail….with
mobile
calls-­‐to-­‐ac?on.
Think
“Line
of
Sight”

43. Your
Website
Mobile
Adaptive
• You have a
“desktop” and
a “mobile”
website. Mobile
Responsive
• A website that
conforms to
the device on
which it is
viewed.
Mobile
Reactive
• Responsive,
with content
that is
personalized
and relevant
based on
location, time,
day and user
details.
~2006-???? ~2011-???? ~2013-????

44. No
mamer
what…
Don’t forget,
these are
phones!!
Always have a
clickable
phone number
or “button” on
every page of
your website
and/or your
mobile app.

45. EVERY MOMENT IS AN EXPERIENCE

46. Generate
AND
Curate

47. ENGAGEMENT
TRIGGERS
Behavioral!
Technological!

49. The
Mobile
Moment
Content
Data
Social
Search
Web
Email
Offline
Broadcast
The
“Click”
-­‐
OriginaWon
AZribtu?on
Measurement/Analysis
CRM
POS
Search
Mgmt
Social
Content
AnalyWcs
Media
Networks
Reports/
Views/Dashboard
Content
Command
Center
Responsive/ReacWve
Content
DATA

50. Everyone
Is
a
NORM.
“We
should
know
each
guest’s
name,
their
favorite
seat
and
favorite
beer
before
they
walk
through
the
front
door.”

51. BEWARE:
Anyone
can
be
a
CLIFF.
“With
IMDB,
Google
and
Wikipedia
in
our
pockets,
the
bar
room
argument
is
dead.”

52. Thank You,
Turks & Caicos!
(I can’t wait to come back, y’all)
E: Tim@TimHayden.com
T: @TheTimHayden
W: tthstrategy.com
The Mobile Commerce Revolution
Pre-sold on Amazon today, ships in mid-October 2014.