Wrapp webit congress oct 2012
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This document discusses the potential of friend-to-friend marketing using a mobile app called Wrapp. Traditional advertising is becoming less effective as consumers find ads intrusive and irrelevant. Wrapp aims to leverage the influence of friends by allowing users to share gift cards they receive via the app through social networks. In a trial with H&M, Wrapp distributed 55,000 gift cards through Facebook which reached 500,000 users and resulted in 5,200 gift cards being redeemed, showing the power of recommendations from friends.
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This document discusses how social media has changed marketing and advertising. It notes that people are more willing to share information online and participate in product design. Marketers are focusing on cultivating relationships through social media rather than just push advertising. The document discusses how brands can engage customers through social media to generate leads, conduct research, and create viral marketing campaigns. It argues that the future of marketing will be immersive experiences that seamlessly integrate different forms of media and content sharing.
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Wrapp webit congress oct 2012
- 1. “Adios brand advertising; hola friend-to-friend marketing” Webit Congress, Istanbul, Oct 2012
- 2. WHO AM I? Co-founder & COO @fritjofsson
- 3. MARKETING IS TOUGH Consumer issues: ✓Intrusive ✓Irrelevant ✓Banner blindness Retailer challenges: ✓Engagement ✓Measurability ✓Investment risk
- 4. THE WORLD IS SOCIAL...
- 5. ...AND THE PHONE GREW SMART
- 6. GIFT CARDS ARE MASSIVE
- 7. Targeted Personal SimpleSocial Friend-2-Friend Marketing INTRODUCING WRAPP
- 8. ➡ 92%of people trust ‘earned media’, such as word-of-mouth or recommendations from friends, above all other forms of advertising ➡ 71%of people claim reviews from family or friends exert a "great deal" or "fair amount" of influence over decision to use or not a particular company/brand/product Source: Nielsen Global, 2011; Harris Interactive, June 2010 WHY FRIENDS ARE KEY
- 9. Sources: TowerGroup, eMarketer, IFPI US Paid Gift Cards Market = $100B per year US Marketing Spend = $170B per year Comparison: The GLOBAL Music Industry = $17B per year THE POTENTIAL OF THE IDEA US market only!
- 10. 5 EUR FOR FREE 2 MILLION IN-APP IMPRESSIONS 5,2X AVERAGE RECEIPT ≈ 26 EUR 55,000 GIFT CARDS DISTRIBUTED 47,000 GIFT CARDS POSTED TO Facebook VIEWED BY 500,000 UNIQUE Facebook- PROFILES 5,200 REDEEMED 26 EUR5 EUR ONE MONTH WITH WRAPP
- 11. “Wrapp has created an ingenious way to use mobile phones and social networks to get people online that we want as customers, actually into our stores and making purchases. And one of the things we like best is that with Wrapp, H&M is being recommended to you by your friends." – Karl-Johan Persson, global CEO of H&M WHO’S WRAPPIN’?