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Social gone mobile presentation (2)
The document discusses how social media has gone mobile, with over half of Facebook users now only accessing it via mobile. It outlines how mobile adds location and context that enhances social interactions. The key stages of a mobile social strategy are discussed as awareness, opinion/consideration, purchase, and service. Case studies demonstrate how brands have driven awareness with competitions, built communities, and provided customer service via social media on mobile. The overall message is to consider all stages of the customer journey and how mobile and social media can work together for maximum impact.
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Social gone mobile presentation (2)
- 1.
- 2. • The worldslargest specialist mobile marketing agency • Access to M&C Saatchi’s resources • Over 85 full-time mobile experts • Multi-award winning Full service specialist mobile agency
- 3. global reach = localisedknowledge
- 4. In today’s episode… 1.How social is going mobile 2. What mobile adds to social 3. How to pick and choose tactics dependent on your objectives 4. Case studies where people are doing it right, with mobile taking the lead
- 5. SOCIAL WENT MOBILELAST YEAR
- 6. Many now mobile-only 189million only access Facebook via mobile 83 102 126 157 189 0 20 40 60 80 100 120 140 160 180 200 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Millions of mobile only monthly active users Source: Facebook Q1 2013 Earnings Call
- 7. Mobile PC 751 million 349 million Source: FacebookQ1 2013 Earnings Call IT IS A MOBILE BUSINESS MONTHLY ACTIVE USERS
- 8. If Facebook wasa country, it would be the third largest globally Source: Wikipedia
- 9. If Facebook MOBILEwas a country, it would be the SIXTH largest globally Source: Wikipedia
- 10. Mobile accounted for30% of Facebook’s total ad revenue in Q1 2013 Source: Facebook Q1 2013 Earnings Call
- 11. IT WAS Builtfor mobile Source: Wikipedia
- 12. Mobile adverts willaccount for half of Twitter’s ad revenue this year This figure will increase to 60% of the company’s ad revenue by 2015 Source: eMarketer
- 13. TAKING A GLOBALVIEW
- 14. IT’s NOT ALLFACEBOOK AND TWITTER Source: Alexa Credits: Vincenzo Cosenza
- 15. OPERATING PLATFORMS VERYDIFFERENT Source: Mxit
- 16. TOP DEVICES LOOKVERY PRIMATIVE TO WESTERN MARKETERs Source: Mxit
- 17. BUT THE ADVERTISEROPPORTUNITIES ARE STILL THERE Source: 2go
- 18.
- 19. SOCIAL IS MOBILEBY PERSONALITY ‘The Lover’ ‘The Wizard’ Source: Meet the Screens, Microsoft 2013
- 20. MOBILE ADDS AUNIQUE ELEMENT - CONTEXT Location Device OS Version Wi-Fi/3G
- 21. IT IS PARTICULARLYSTRONG FOR MOBILE FIRST BRANDS
- 22. Our approach targeting &OPTIMISATION
- 23. WE HAVE MANYTARGETING VARIABLE TO PLAY WITH SOCIAL Likes & Interests Friend Connections Activity (e.g. check-ins) Intent PERSONAL City / State / Zip Birthday Education Workplace Relationship Status DEMOGRAPHIC Age Gender Device OS Location Wi-Fi / 3G CUSTOM AUDIENCE Email addresses Phone numbers Facebook user IDs
- 24. OPTIMISE ON DATAFOR MAXIMUM EFFECT Example testing matrix – 9 iterations Significance testing to establish volume required for 95% confidence.
- 25. FURTHER ANALYSIS MEANSTHAT WE IDENTIFY BEST PERFORMING COMBINATIONS As WELL CHAID analysis
- 26. CURRENT M&C SAATCHICLIENT - CONVERSION • Ran on Facebook to promote install of free application • Tues & Wed best CPD • ‘Free’ biggest differentiator in copy • Female imagery works best • CPI lower for females • Brand name showed strong response in copy Learnings have shaped other areas of mobile strategy outside of social media
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- 28. Awareness Opinion Consideration Preference PURCHASE ADVOCATE Mobile is availableat every stage of the purchase funnel..
- 29.
- 30. NOT ALL Multi-TASKINGIS CREATED EQUAL Content Grazing Spider-Webbing Social Spider-Webbing Quantum Source: Cross-Screen Engagement 2013, Microsoft
- 31. An increasing componentof successful campaigns Source: Warc
- 32.
- 33. THE AIM ISTO BE A VIRAL SENSATION 1. Get reach 2. Encourage sharing 3. Amplify Campaign
- 34. Broad targeting andmobile destinations Targeting • Demographic • Interest • New or existing fans (new content) Destinations • Fan page • Mobile web • App page
- 35. Quality content distribution Adformats • Splash screens • Image/text banners • Video • ‘Like’ ads • In page posts • Sponsored stories • Promoted trends / accounts Mechanics • Incentives • Highly engaging / viral content (topical)
- 36. SOFTER METRICS GENERALLYUSED Metrics • Views / impressions • Likes • Reposts / re-tweets / shares
- 37.
- 38. OPINION / CONSIDERATION/ PREFERENCE
- 39. AIM FOR POSITIVELONG TERM INTERACTION 1. Engage current and future customers 2. Convert opinion
- 40. TIGHT targeting andmobile CONTENT Targeting • Demographic • Key influencers (most likely / greatest influence) • Retargeting Destinations • Fan page • Mobile web • App page • Feeds / articles
- 41. DEEPER ADS ANDINTERACTIONS Ad formats • Question ads • Events ads • Sponsored search Mechanics • Product sampling • Polls & questions • ‘Hangouts’ and livechat • UGC • Engaging & exclusive content • Direct engagement / monitoring
- 42. Measurement IS BASEDON OPINION AND INTENT Metrics • Repeat views • Comments • ‘Attending’ responses • Conversations • Uploads • Channel size (active fans ratio)
- 43. EXAMPLEs Facebook question & eventsads YouTube Channel
- 44.
- 45. THE AIM ISTO DRIVE ACTION 1. Sign-ups 2. Purchases 3. Installs
- 46. PIN POINT targetingand mobile TRANSACTION Targeting • Demographic • Retargeting (customer lookalike audiences) Destinations • Mobile web • App page
- 47. OFTEN PURE DirectRESPONSE Ad formats • App install ads • Offer ads • Image/text banners • Link ads • Sponsored search Mechanics • Push to store • Push to download • (Post after purchase / download)
- 48. Measurement IS DEFINITITIVE,BUT THE FULL PICTURE MIGHT NOT BE Metrics • Installs • Purchases
- 49. EXAMPLEs Facebook app install andoffer ads Facebook sponsored Search
- 50.
- 51. THE MEDIUM BETWEENTHE CONSUMER AND BRAND 1. Provide a link between brand and consumer 2. Nurture the consumer relationship
- 52. SPEAK TO CONSUMERSIN THEIR ENVIRONMENT Targeting • Existing users • Fans • Potential customers Destinations • Social platform
- 53. IT’s ABOUT DISCOVERYAND NURTURE Ad formats • SEO / SEM Mechanics • Community building • Community management • Incentives • Forums • Rich media response (video / images)
- 54. COMMUNITY MEASUREMENT, BUTULTIMATELY COST Metrics • Size of community • Activity • Positive responses • Cost reduction • Customer satisfaction
- 55.
- 56. H&M - AWARENESS •Competition to win a $1,000 H&M gift card and other prizes using Instragram • Consumers enter by taking a picture of the statue using the Instagram mobile application with the hashtag #HMBeckham
- 57. ADIDAS SOUTH AFRICA- AWARENESS • Drive awareness of Adidas and build the Mxit community • Splash screen pushed to app where they could upload their ‘game face’ to win training session with LA Lakers basketball team • 80,582 subscribers • 7,208 qualified entries
- 58. Wendys – AWARENESS& CONSIDERATION • #twEATfor1k competition • Chance to win $1,000 a day for tweeting image of Flatbread • Consumers can learn more about the new sandwich and view entries via mobile optimised site
- 59. DOMINOS TWEET TREAT- AWARENESS& CONVERSION • Domino's reduced the price of the star pizza today according to how may people tweeted in time for lunch • For every tweet sent, a minimum of £0.01 would be knocked off the price • Offer only available to those who tweeted
- 60. TWELP FORCE -SERVICE • Knowledge of staff was confined to stores • 24/7 service to provide technical help to whoever wanted it • 2000 employees • Answered 1000s of tweets • Reduced customer complaints by 20% in first year
- 61.
- 62. CONSIDER ALL STAGESFOR MAXIMUM IMPACT Overall • What context can mobile add? • What can you amplify using social? Awareness • What is your hook? • Who is the most receptive to your message? Opinion / Consideration / Preference • What does a high quality engagement look like? Purchase • What does the full purchase funnel look like? • What conversions turn into long term high value customers? Service • What is missing from the customer experience? • What can new platforms add?
- 63.
Editor's Notes
- #7 67.66 percent of Facebook’s total user base now accesses the service from a mobile device
- #29 There are 6 stages of the purchase funnel, including a ‘loyalty loop’. At each stage the number of people who pass to the next stage shows some wastage. In order to increase purchase, we need to reduce wastage by ensuring the most amount of consumers pass to the next stage.They are defined as the following:AwarenessBeing made aware that the product existsOpinionHaving an opinion about the productConsiderationConsidering the product as a choice in a purchase decisionPreferencePreferring the product over the competitionPurchasePurchasing the productAdvocateHaving a good experience and sharing with othersMobile is at every stage of the funnel and should be a consideration not matter where the consumer is in the purchase funnel. For instance:31% of UK smartphone users have made a purchase on their smartphone39% of UK users researched on a smartphone and then made a purchase via computer (Google and Ipsos. “Our Mobile Planet UK: Understanding the Mobile Consumer”. May 2012)
- #30 There are 6 stages of the purchase funnel, including a ‘loyalty loop’. At each stage the number of people who pass to the next stage shows some wastage. In order to increase purchase, we need to reduce wastage by ensuring the most amount of consumers pass to the next stage.They are defined as the following:AwarenessBeing made aware that the product existsOpinionHaving an opinion about the productConsiderationConsidering the product as a choice in a purchase decisionPreferencePreferring the product over the competitionPurchasePurchasing the productAdvocateHaving a good experience and sharing with othersMobile is at every stage of the funnel and should be a consideration not matter where the consumer is in the purchase funnel. For instance:31% of UK smartphone users have made a purchase on their smartphone39% of UK users researched on a smartphone and then made a purchase via computer (Google and Ipsos. “Our Mobile Planet UK: Understanding the Mobile Consumer”. May 2012)
- #32 http://www.businessinsider.com/this-chart-shows-just-how-effective-facebooks-mobile-app-install-ads-are-2013-5
- #38 Edge rank, decides what appears
- #40 Increase content consumption / interaction / engagment