What Your CEO Should Really Know About Mobile.
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This presentation is aimed at helping CMOs, CIOs, Digital Directors and PR professional help sell mobile to their CEO and board. The event was called 'Making it Mobile 2012' and was organised by The BLN. A video of my talk will be available here: http://thebln.com/blog/
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What Your CEO Should Really Know About Mobile.
- 1. Tweet me! I’m @renate WHAT YOUR CEO REALLY SHOULD KNOW ABOUT MOBILE. Renate Nyborg, Global Director of Mobile, Edelman London, 28 November 2012
- 2. We do mobile Tweet me! I’m @renate
- 3. Tweet me! I’m @renate “I am phones” 2001 2005/6 2012
- 4. Tweet me! I’m @renate I’m not going to give show you a bunch of charts that show mobile is important. I’m going to help you do something about it.
- 5. Tweet me! Every company is unique, but there I’m @renate are four types of obstacles that recur. Mobile naturally brings out an enthusiasm and desire to make things happen, in employees at all levels. Philosophical Cultural However, nearly every organization suffers structural and perception issues that block business opportunities. Being aware of these Practical Strategic obstacles will help bridge the gap between the expectations of your customers and employees, and the reality of running your business.
- 6. Tweet me! I’m @renate Mobile strategy? I think we’re on top of it...
- 7. Tweet me! I’m @renate CULTURAL Harnessing the power of your employees.
- 8. Tweet me! I’m @renate 1. Don’t worry, you’re not stupid. 63% of the UK’s top brands and 74% of small businesses do not even have a mobile optimised website. It’s OK to start now – but I do mean NOW. Source: IAB UK, September 2012
- 9. Tweet me! I’m @renate 2. Make your CMO and CIO work together. A recent Altimeter survey reported that Mobile is nearly always led by a brand’s CMO or CIO exclusively. It needs both. SOFTWARE COMMERCE CUSTOMER LOYALTY COMMUNICATION HARDWARE DATA & PRIVACY MARKETING SOCIAL MEDIA TRANSACTIONS SEO BRAND MEDIA SPEND Source: Altimeter xxxx
- 10. Tweet me! I’m @renate 3. Ask your CIO for all your mobile data. Unlike Facebook or Twitter where you’re starting from scratch, you already have 2-5 years of data on what your digital and mobile audience wants. Google SMS Analytics Apps Search Social- mobile Source: Twitter and Facebook website, November 2012
- 11. Tweet me! I’m @renate 3. Ask your CIO for all your mobile data. Unlike Facebook or Twitter where you’re starting from scratch, you already have 2-5 years of data on what your digital and mobile audience wants. Google SMS Analytics Chances are that 10-20% of your web audience and 50+% of your social audience are engaging via mobile Apps Search Social- mobile Source: Twitter and Facebook website, November 2012
- 12. Tweet me! I’m @renate 4. Ask your CMO to identify all relevant behaviours and situations that mobile influences. How are your customers using it? How are your employees using it? How are your competitors using it?
- 13. Tweet me! I’m @renate 5. Your employees are already mobile, so get with the programme. 1 in 5 job searches is conducted on mobile devices, and a whopping 88% of executives in 17 EMEA markets say employees use their own personal devices for business purposes. HR BYOD? Recruitment? feedback? Source: BBC News, “BYOD: Bring your own device could spell end for work PC”, February 2012
- 14. Tweet me! I’m @renate Look, I’ve had to cut all my budgets this year. I’ll invest when my numbers are up.
- 15. Tweet me! I’m @renate STRATEGIC Finding budget and bringing mobile to your business plan.
- 16. Tweet me! I’m @renate Every innovation plan needs a ‘fear’ slide.
- 17. Tweet me! I’m @renate 1. Rethink your media & advertising budgets. In other words, we are spending over 3x on Print relative to engagement, and just 1/10th on Mobile relative to engagement. Source: ‘2012 Internet Trends’, Mary Meeker, Klein Worth Perkins, September 2012
- 18. Tweet me! I’m @renate …and whilst ATL is key for brand building, what do you think those readers do when they see something they like? 2 out of 3 times people act on print, TV or billboard advertising by doing a mobile search Source: Google Survey, 2011
- 19. Tweet me! I’m @renate Mobile should amplify all other marketing and communications activities. Don’t think of it like a separate line on the budget. Source: Google Survey, 2011
- 20. Tweet me! I’m @renate 2. Rethink your competitive set. In the UK, 46% of smartphone owners have used their mobile device for store-related shopping, already influencing 10% of electronic sales and 4% on average across all in-store retail. Source: Deloitte Digital, August 2012
- 21. Tweet me! 3. Think about where mobile can help I’m @renate you monetize and cut costs. Urban Outfitters will replace all cash tills with iPad and iPhone Touch devices. 80% cost saving!!
- 22. Tweet me! I’m @renate I just don’t know where to start!
- 23. Tweet me! I’m @renate PRACTICAL Three things to start with tomorrow.
- 24. Tweet me! I’m @renate 1. You need a mobile optimised website. 1. PEOPLE EXPECT IT • Mobile search has grown 4x in the past year. • 1 in 3 mobile searches have local intent. • This Christmas, 20% of sales and 30% of website visits in the UK will come from mobile devices. 2. IT COSTS YOU MONEY WHEN IT COULD MAKE YOU MONEY • Non-optimized mobile and slow-loading websites lose online retailers £1.73 billion a year. Source: IMRG Capgemini Quarterly Benchmarking Index, Q3 2012 Source: QuBit, ‘Retail Focus Whitepaper’, March 2012
- 25. Tweet me! I’m @renate What’s the difference? No-no’s. 1. Your site loads in more than 5 seconds 2. There are broken and missing images on the site 3. You can’t read the text without zooming or scrolling side to side 4. Links and buttons cannot be clicked with a thumb 5. Your location and phone number are not visible 6. You cannot click to initiative a call or load a map
- 26. Tweet me! I’m @renate Here’s how it should look.
- 27. Tweet me! 2. Never launch an app with a I’m @renate solid marketing plan in place. 94% of UK Top 100 brand apps are not opened after 1 year – and 26% of all apps are only opened once.
- 28. Tweet me! I’m @renate 3. Social = Mobile Over 50% of Facebook and Twitter users are Mobile, and 100% of Instagram users are. We tend to ignore this. 60% of likes and 50% of comments occur within the newsfeed Early trials of targeted Facebook newsfeed ads have seen 8-10x engagement compared to desktop
- 29. Tweet me! I’m @renate Apps are just a fad. We can afford to ignore mobile.
- 30. Tweet me! I’m @renate PHILOSOPHICAL The bigger picture.
- 31. Tweet me! I’m @renate It’s not just about apps or devices!!!!
- 32. Tweet me! I’m @renate 1. Mobile is the only ubiquitous channel. It’s the first thing we look at when we wake up and the last thing we touch before bed…
- 33. Tweet me! 2. Mobile is the world’s first global I’m @renate communications channel. If your work force or customers are spread out over developing and emerging markets, this is your one chance to equalize.
- 34. Tweet me! 3. Mobile has the power to be I’m @renate transformational. 41% of women in emerging markets reported having increased income and professional opportunities once they owned a mobile phone. What can we learn from the way mobile has transformed lives in emerging markets? Source: GSMA, Women & Mobile: A Global Opportunity
- 35. Tweet me! I’m @renate So in conclusion. WHAT YOUR CEO REALLY SHOULD KNOW ABOUT MOBILE.
- 36. Tweet me! I’m @renate CULTURAL SOLUTIONS 1. Not mobile yet? You’re not stupid - most companies don’t even have a mobile website. But do start NOW. 2. Make your CMO and CIO work together. Mobile is at the intersection of human and technical trends. 3. Ask you CIO to report on all your mobile data: Google analytics, search, apps, social-mobile, SMS. 4. Ask your CMO to identify all relevant behaviours and situations that mobile can and does impact. 5. All your employees are mobile, so get with it.
- 37. Tweet me! I’m @renate STRATEGIC SOLUTIONS 1. Rethink your media and advertising spend. Mobile isn’t a separate line on the budget, it the way to convert ATL, BTL and social media marketing. 2. Rethink your competitive set. You can’t afford to ignore disruptive new business models. 3. Think about how you can use mobile to monetize and cut costs. You can probably create the budget to get mobile off the ground.
- 38. Tweet me! I’m @renate PRACTICAL SOLUTIONS 1. You need a mobile website! Mobile search is our personalized marketing channel. 2. Never launch an app without a solid marketing plan in place. 3. Social = Mobile. Look again at your social communities through the 3rd screen (or should that be 1st screen?).
- 39. Tweet me! I’m @renate PHILOSOPHICAL MOTIVATIONS 1. Mobile is the only truly ubiquitous channel. 2. Mobile is the first global communications channel. 3. Mobile has the power to be transformational.
- 40. Tweet me! Fancy a free ‘Making Sense of Mobile’ I’m @renate report? email renate.nyborg@edelman.com website wwww.edelmanmobile.com twitter @EdelmanMobile
- 41. EdelmanMobile | renate.nyborg@edelman.com | @renate
Editor's Notes
- Presentation is about selling mobile to your board.
- We use Mobile for everything: xxxx My clients are often CMO’s or Directors of Communications and Digital Directors. So I’m here to talk about what I’ve learned about getting Mobile across into the boardroom.
- I’ve been focused on mobile at large corporates for the last 4 years, first at DMGT group (owner of Daily Mail and Metro) and now at Edelman, where I’ve been exposing our many Fortune 500 clients across 65 offices to the opportunities that Mobile creates. I’ve heard every reason NOT to invest in mobile, and I’ve started to figure out how to get past it. More importantly, how to help my clients, from marketeers and digital directors to PRs, help sell mobile in to their budget holders.
- There are 4 obstacles to taking full advantage of the opportunities mobiel offers. Not having the right people looking at the right areas. Strategic – not having the budget or right strategic balance. Practical – not having done the basics, rendering everything else futile. Philosophical – not seeing the bigger picture.
- Every conference I’ve been to recently has featured people presenting impressive stats about mobile and shouting: “If you’re not getting mobile right, you’re an idiot!” But most companies are not getting the basics right. In the UK, 63% of top 100 brands and 74% of small businesses don’t even have a mobile optimized website.
- So does that mean that 6 in 10 CEO’s are idiots? Of course not! They have built some of the world’s biggest brands for a reason. Whilst each has natural merit, it is essential that brand, customer loyalty, marketing and communications objectives on one hand, and transcational, are developed hand in hand
- I recently asked a sample of our clients, across digital, marketing and comms what their mobile web traffic was. Only two knew.
- I recently asked a sample of our clients, across digital, marketing and comms what their mobile web traffic was. Only two knew.
- Your employees are already mobile. This creates huge opportunities to create efficiencies.
- The second big challenge is finding the budgets.
- In her 2012 Internet Trends report (slide 17), legendary digital industry analyst Mary Meeker highlights that print now accounts for 7% of audience time and 25% of US ad spend; whereas mobile accounts for 10% of time but only 1% of ad spend. There is a HUGE gap between where people are listening and where brands are trying to talk to them. CEO’s need to get a clear picture of how mobile has influenced the way their customers behave, and analyse the gap with their media spend, because from our experience media agencies are not moving fast enough.
- The point being: your competitors may no longer be the shop across the road, but retail websites and apps. Amazon changes its prices 4 to times per day - that HAS to change the way HMV approaches its customers.
- Find the budget for mobile by saving money elsewhere. Urban Outfitters will save 80% by replacing cash tills with mobile devices.
- A recent study by data agency QuBit found that non-optimized mobile and slow-loading websites lose online retailers £1.73 billion a year. When you consider the impact simply having a mobile website (not a fancy, expensive app!) has on brand perception, audience engagement, converting leads and taking action, it seems mad that brands aren’t spending the cash on the basics.
- Did you know that over 50% of Facebook and Twitter engagement happens on mobile devices? We need to consider this in the content calendars that we write, and the mediabuys that we do. Early reports from Facebook indicate that mobile-targeted news feed ads are 8-10x as effective. So let’s take advantage of the different social media behaviours on mobile devices…and imagine what creative opportunities arise from talking to people via social channels on interactive, location aware, touch-screen gadgets!
- 63% of Mobile Users Make Phone Calls from the Bathroom