The document discusses an online marketing strategy for the iPhone. It summarizes that half of iPhone users are under age 30 and most had previous experience with Apple products and are technically sophisticated. It identifies online communities that discuss the iPhone and issues they raise. The proposed strategy recommends that Apple break its silence, improve site usability, reach key audiences, and understand social media to better engage the iPhone community. Challenges to implementing this strategy include internal resource constraints and a lack of metrics to measure return on investment.

1. Online Marketing Strategy - iPhone Mohamed Osman

2. Background Research iPhone target consumers Professionals Corporate users Entrepreneurs Care Workers High school, college and graduates

3. Positioning - product differentiation Convenient Value Personal and professional use Market for high end/smart phones Small % compared to general phone market Early adopters Higher market growth potential

4. Half of iPhone Users Are Under age 30 Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

5. Most iPhone Users Had Previous Apple Experience Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

6. Most iPhone Users Are Technically Sophisticated Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

7. Where Is The iPhone Community Online?

8. Listening Some of The Free Tools Used Google AdWords Google Alerts Addict-o-matic Del.icio.us Yahoo Pipes Bloglines

9. Areas Monitored By These Free Tools Traditional / mainstream websites Social networks (e.g. Facebook, MySpace, Bebo) Social news / bookmarking sites Forums / discussion boards User-generated content (UGC) Blogs Microblogs (e.g. Twitter, Jaiku, Plurk) Tags Images Video Source: Online Reputation and Buzz Monitoring Buyer’s Guide 2008 http://www.e-consultancy.com/publications/online-reputation-and-buzz-monitoring-buyers-guide-2008/

10. Findings From The iPhone Community Main issues with the iphone Security Battery Coverage (US) Restricted (SDK) Secretive/Cautious

11. Is Apple Listening?

13. Proposed Strategy Break the silence Opportunity for brand engagement Improve the site usability and navigation for brand engagements Consider upgrading the forum discussion Reach out to prime audience Drive links to you site from the iphone/Apple community Understand social media

16. How You Tube helped to carve out a career Meet musician Ronald Jenkees on YouTube “ YouTube is awesome for marketing. Whenever I upload a new video, 40,000 subscribers get an email notification. So that acts as my mailing list whenever I’m ready to share a new jam or some news” Source: http://www.ronaldjenkees.com/

17. How To Engage With Your Online Community? Target your online community Listen and understand your community Honesty More transparency Challenge opinion leaders Involve your consumers in the process Web measurements

18. Challenges Internal resource constrains Lack of available metrics and measure of ROI Internal involvement at all levels Fear of cultural change Control

19. Any Questions? [email_address]