the executive's guide to ipad for business

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Social Media Belts

Social Media Black Belt

Social Media White Belt

Understand

Social Media Red Belt

LeadParticipate

iPad for BusinessA White Belt Training

Social Media

White BeltUnderstand

Speakers

John Stauffer | @John StaufferRegional Director, Hong KongOgilvy 360°Digital Influence

ThomasCrampton.com | @ThomasCramptonAsia-Pacific Director Ogilvy 360°Digital Influence

Twitter Hashtag

#iPad4biz

QUESTION PANE

What city are you joining us from?

The iPad landscape

More than 17 million iPad/iPad2 units sold worldwide

Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/

One-sixth of Apple units are sold in the Asia-PacificSource: insidemobileapps.com, http://itnsltwn.deviantart.com/

In U.S., 500,000 iPad2’s sold on the first day, 70% to new users

Source: ipadforums.net, Reuters

On May 6th, iPad2 went on sale in China, home to Apple’s highest-grossing stores…

Source: International Business Times

…a brawl ensued

Source: International Business Times

Sydney

242.3 Millionsold in 2015

19.7 Million sold in 2010

Market Growth of Tablets

Source: isuppli.com, itp.net

87% of iPad owners use it every day

Source: btrax

39%35%

iPad Statistics

5915 90iPad already available in

59 countries

15MM units sold in 2010

90% tablet market share

Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com

5050% of Fortune 100 using iPad commercially

iPad in the Enterprise

8080% of Fortune

500 deploying or piloting iPad

Source: zdnet.com, dashboardinsight.com

0 1 2 3 4 5 6 7 8 9 100

2

4

6

8

10

Apps iTunes

App Economy

Quarters after launch

Dow

nloa

ds (

Bill

ion)

Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com

10 bn

Jan-060

200

400

Apple Android

Available AppsThousa

nd

Source: Forrester, February 2011

45.5%

33.1%

10.3%

Mobile Traffic Report from Forrester Retail Site

iPad

iPhone

iPod Touch

Droid

Blackberry Tour

Blackberry Onyx

Samsung Moment

Other Mobile

Nearly half of mobile traffic occurs on iPad

Source: Business Insider, May 2011

July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '110%

10%

20%

30%

40%

50%

60%

iPhone

Android

iPad

Mobile Share of Total VisitsiPod

Blackberry

Visits to Business Insider From Mobile Devices(Share Of Mobile Visits Per Device)

Mobile share of web use on the rise

iPad users’ perception of mobile advertising

• More receptive to ads than other device users

• Enjoys interactive ads

• Looks more at ads with video

• Appreciates innovative advertising methods

• More likely to make a purchase after viewing an ad

Source: The Nielsen Company

Brand websites that break on the iPad

Source: btrax

QUICK POLL

Do you own an iPad?

Who is using the iPad?

EntertainmentUtility Information

Call customers to act in a way that is in line with business objectives

Incorporate games, videos, and other entertaining features based around

products

Offer additional knowledge about products or related

services

Businesses incorporate the iPad in various ways

Source: itunes.apple.com

CX Mobile makes travelling easier by

letting users handle many travel

necessities at any time and from

anywhere in the world, including:

Check in

Check flight status

Booking a flight

Manage your booking

Get flight schedules

Access City Guides to over 70

destinations worldwide

Cathay Pacific Travel Resources

Utility

Features include:

Store Locator

Drink Builder: Create and share your

perfect Starbucks ® beverages

Food Menu with nutritional info and

ingredients

Coffee Menu

Job Finder

myStarbucks: Save all of your favorites

for quick recall and sharing.

Starbucks Coffee-maker

Source: itunes.apple.com

Utility

Gilt on the GoGilt on the Go allows users to shop top

fashion and luxury labels at prices up to

70% off retail from anywhere in the world.

7% of the company’s weekend sales

come from the Gilt on the Go app via

various mobile devices.

Source: itunes.apple.com, fashionista.com

Utility

Features include:

Play & download games.

Listen to Radio Disney.

Interact with Disney characters.

Create personalized greetings from

characters.

Watch new, favorite and original

videos.

Get the latest Disney news and

updates about movies, TV shows, events

and more

Movie showtimes, locations and tickets

Disney Interactivity

Source: itunes.apple.com

Entertainment

Burberry Retail Theatre During their 2011 spring/summer

show, 25 Burberry boutiques around

the globe streamed the runway show

live for customers on social media.

iPads with a special Burberry app

were distributed among the public,

allowing the public to order and buy

the items on show straight away.

Source: Ogilvy

Entertainment

The digital edition of MARTHA STEWART

LIVING is an interactive app-based

magazine available for USD $3.99 each

month.

Features include:

How-to videos

Behind the scenes tours

Slideshows

Easy-to-share recipes.

MARTHA Digital Magazine

Source: itunes.apple.com

Entertainment

Mercedes-Benz Advantage is an app

made for the automaker's sales force.

The app provides quick access to the

latest deals and a quicker turnaround

time for customer credit application

processes.

The program streamlines the closing of

the deal by eliminating the potentially

deal-killing walk away.

Mercedes-Benz Advantage

Source: autoblog.com

Information

Flickr user iFun.de

With the free InterContinental®

Concierge Insider Guides iPad App,

users tap into the knowledge and

experiences of the InterContinental

Concierges.

Features include:

Local concierge recommendations for

over 120 destinations

Video tours

An interactive map of recommended

shops, restaurants and local attractions

InterContinental Concierge

Source: itunes.apple.com

Information

Ford Fiesta BrochureThe Ford Fiesta brochure app is a

friendly, easy-to-use presentation that

takes you on a complete tour of Fiesta in

a simple magazine format.

Features include:

360-degree views of exterior & interior

Details of 15 class-exclusive features

Informative videos

View all of Fiesta's exterior colors

Dealer locator current dealer inventory

Price quote request

Source: itunes.apple.com

Information

Measure Measure

Strategic Approach to Content Creation for the Tablet

Strategy MeasureCreate Publish

Measure MeasureStrategy MeasureCreate Publish

Discover

Plan

What are our goals?Who will we reach?What are our resources?

Where will people interact with content?Define content types.Develop strategy.

Strategic Approach to Content Creation for the Tablet

Refine messaging in content.Modify channels of distribution.

Measure MeasureStrategy MeasureCreate Publish

Discover

Plan

What are our goals?Who will we reach?What are our resources?

Where will people interact with content?Define content types.Develop strategy.

Strategic Approach to Content Creation for the Tablet

ContentOwned content.Event triggered.Consumer generated.

StoryDefine message and tone.What problem are you trying to solve?

Measure MeasureStrategy MeasureCreate Publish

Discover

Plan

What are our goals?Who will we reach?What are our resources?

Where will people interact with content?Define content types.Develop strategy.

Strategic Approach to Content Creation for the Tablet

ContentOwned content.Event triggered.Consumer generated.

DistributeContent seeding with online destinations: social channels, etc.

StoryDefine message and tone.What problem are you trying to solve?

CurateDetermine sources.Aggregate content.Apply keywords.

Measure MeasureStrategy MeasureCreate Publish

Discover

Plan

What are our goals?Who will we reach?What are our resources?

Where will people interact with content?Define content types.Develop strategy.

Strategic Approach to Content Creation for the Tablet

ContentOwned content.Event triggered.Consumer generated.

DistributeContent seeding with online destinations: social channels, etc.

OptimizeRefine messaging in content.Modify channels of distribution.

StoryDefine message and tone.What problem are you trying to solve?

EvaluateContent performance meet goals?Which channels are best?Which most valuable?

CurateDetermine sources.Aggregate content.Apply keywords.

Resources:

Additional Resources

Getting started:

• http://www.apple.com/ipad/business/

Staying smart:

• https://discussions.apple.com/community/ipad?categoryID=267

• http://www.asiadigitalmap.com/

• http://www.zipadblog.com/

• http://www.tipb.com/

Slideshare presentations:

• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed

• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics

?Any Questions?

The Holmes Report Awards

• 2011: APAC Digital Consultancy of the Year

IPA Effectiveness Awards

• 2010: Bronze award for “How Branding Generated Sales, Even in a Recession”

Asia Pacific PR Awards

• 2010: Best Use of Digital x 3

• 2009: Best Use of Digital

Asia Marketing Effectiveness Awards

• 2010: Most Effective Public Relations

Ogilvy Professional Achievement Awards

• 2010: Best in Digital Influence (Taiwan)

• 2010: Best Specialized Marketing (Shanghai)

• 2010: Best submission for 30th anniversary competition (Hong Kong)

Click Awards

• 2010: Integrated Marketing

WPPed Cream Awards

• 2010: Best Consumer Marketing

ITSMA Marketing Excellence Awards

• 2010: Most Effective Public Relations (Diamond)

IBM Global Best Practice Awards

• 2010: Best CFO Case Study (Silver)

• 2010: Best Impact in Regional Activity Using Social Media (Bronze)

• 2010: Values Award

Microsoft Marketing Awards

• 2010: Social Media Marketing in Asia Pacific

Atticus Awards

• 2010 Best Digital Influence Essay

CONTACT: John StaufferRegional Strategy Director | 360° Digital InfluenceOgilvy Hong Kongp +852 9661 0998e john.stauffert @johnstauffer

Thomas Crampton Asia-Pacific Director | 360° Digital InfluenceOgilvy Hong Kongp +852 6397 1662, e thomas.crampton@ogilvy.comt @thomascrampton

Ogilvy is the most awarded social media agency in APAC