Social and mobile uproar
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The trends in the UK around social media and mobility are outlined in this presentation. How are companies using it and how does this match what consumers expect and want?
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Social and mobile uproar
- 1. The Social Web and Mobile Uproar October 2011
- 2. The Purpose of Marketing “The sole purpose of marketing is to sell more stuff to more people, more often for more money, more efficiently. There is no other reason to do it." Sergio Zyman Former CMO, Coca Cola 2
- 3. Online Spectrum Digital Properties Advertising • Websites Owned Paid • Banners • Customer Care Media Media • Display Ads • Portals • Endorsements • Mobile solutions Partnerships Social Earned • Influencers Media Media • Branded Entertainment • Affiliates 3
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- 5. What social channels are you using? 60 52.46 % of organisations 50 47.54 40.98 42.62 40 30 20 14.75 10 6.56 0 Forums LinkedIn Facebook Twitter Location Blogs Groups Pages Account based Source: EPiServer, The rise of the community manager, June 2011 5
- 6. What benefits do you hope to get from social media? 50 % of organisations 42.62 44.26 40 36.07 30 26.23 20 10 0 Retain customers & As an avenue to A means to engage As a customer Increase loyalty persue customer current and service channel research potential customers Source: EPiServer, The rise of the community manager, June 2011 6
- 7. What benefits do you get from social media? 50 42.62 % of organisations 40 34.34 30 27.87 21.31 19.67 20 16.39 11.38 10 4.92 0 Increased Increased Increased More internal Increased Lowered Found None of the customer customer sales turnover interest traffic to your customer opportunities above loyalty engagement website complaints to improve services Source: EPiServer, The rise of the community manager, June 2011 7
- 8. Surprise! People want to buy from people » Engage in a personal dialogue with each of your (potential) customers – when, where and how they want to » On-going-dialogue = long relationship = $$$ » Measure to make sure you are doing it right 8
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- 11. Rapid increase in access from a mobile device 75% % traffic from mobile units 60% Pandora 55% 50% Twitter 33% Facebook 25% 5% 1% % 2008 2009 2010 2011 Source: Pandora S1, Twitter, Facebook. (Mary Meeker, KPCB http://kpcb.com/insights/internet-trends-2011)
- 12. By 2013, more people will use their mobile phones than PCs to get online.” Source: Gartner, 2010.
- 13. One week without your mobile Source: Telnav, 2011
- 14. Are you choosing to acess mobile sites? What features are important on a mobile site? How mobile apps are becoming accepted forms of mobile engagement
- 15. Rapid increase in access from a mobile device 70 59 % of respondents 60 51 50 39 41 40 30 30 25 21 21 20 18 10 0 I've been I expect to I currently I currently I've used I regularly I mainly I increasingly I have a spending spend more own a own a tablet mobile apps check my browse the browse the mobile more time time smartphone device more in the personal e- web on a web on a phone for browsing browsing last year mail mobile mobile datatraffic
- 16. 33 % has made a ”mobile purchase” Content in the mobile channel 49 % find mobile sites slow 32 % find them hard to navigate 19% find it hard to access the content they need 25% will go to competitors mobile site if they don’t like yours
- 17. Only 20% of marketers said their company had a mobile-optimised website in place 18% had a mobile app ONLY 10% plan to launch a new mobile app in the next 12 months 76 % have a mobile strategy in place 26 % plan to launch a new mobile optimised site in the next 12 months 17
- 18. Create, Edit your content as usual 18
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- 20. What about me? Hybrid apps: Web App goes native Another mobile unit? Another unit? 20
- 21. Thank you! Maria Wasing VP of European Marketing & Sales Operations maria.wasing@episerver.com Twitter: mariawasing LinkedIn: http://se.linkedin.com/in/mariawas 21
Editor's Notes
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- Maria
- In a connected, social world marketing is everything and everything is marketing
- Surveyed 250 marketing decision makers in the UK Intersting to see the differences – in that only 15 % were running a blog, but 7 % were experimenting with location based services1 in 10 are starting a community on their own website
- So what does this lead to – 69 % of UK businesses plan to appoint a community manager during next year. More than a quarter of companies (28%) said they already have a social media or community manager in place and a further 41% expect to appoint one in the next 12 months. But the majority of those without these specialists in place are still turning to in-house marketing employees to manage social channels: 51% say current social media or community management is carried out by a marketing executive 21% by a PR executive 21% by the IT manager! And only 2% are run by external agencies And we know that this drives companies to invest further in their site.
- And what does increase revenue?Surprise! People actually tend to want to buy from people. But since people are costly to scale, we should aim at the next-best thing: constantly engaging with current and potential customers in a personal(ized) interaction – when they want it, and in the channels they want it.This might seem overwhelming.....
- Edit your content in one place – for multiple channels management
- Manage and edit your facebook page directly from the CMS
- Imagine one week without your mobile and being online. A very different experience
- You need to be fast here – the market is evolving and consumers are becoming definietly more savvy than before. The stats speaks for themselvesHowever, there is still hope for brands. Almost half of consumers (46%) would still try and visit a company’s website from their desktop if they couldn’t use it effectively on a mobile device. And 22% of respondents even indicated that they prefer using mobile apps to mobile web browsers, perhaps an indication of where the market may be heading in the future.People browse mobile to find direction, learn about brands, do research and social networking.And of course to check news.A funny fact is that 44 % of the respondents actually say that they use it when they need information or when they are bored!
- It’s also interesting to note that at least 18% of marketers reported that 21-30% of their marketing budget is now allocated to mobile.
- Don’t get stuck with maintaining not being able to easily manage your mobile content from the same place. Content in the right context is what EPiServer is focusing on and enabling the content owner
- Preview what is is going to look like
- The iPad changes the game. And the behaviour of the user is different, so adapt your content to that channel as well.