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@weburnthesky
2014 Mobile Workshop
US version
Winning Mobile Plans
Rob Thurner London, 4.3.14
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@weburnthesky
Rob Thurner Mobile consultant, author, trainer, speaker
• 20 years PR, digital and traditional marketing experience
• 10 years in mobile
• Managing Partner, Burn The Sky - Mobile strategy, execution, optimisation
• Author
- 10 key decisions for mCommerce success - Winning with Mobile - Creating a strategy for Mobile Marketing, Mobile,Commerce and Mobile CRM. Download from Amazon
• Digital Tutor and Trainer in Europe and USA.
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@weburnthesky
Mobilising other brands
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@weburnthesky
Content
• Why mobile is different
• Mobile success factors
• Opportuni;es for PR industry
• Ge?ng started
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@weburnthesky
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@weburnthesky
Mobile First – where to start?
• It’s the same person on a new device • Behaviour depends on loca;on, ;me & device • It’s a plaGorm not a medium • It enables integra;on with every other discipline
• Mobile is a dialogue with the customer • It’s a complex journey and requires a long term plan
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@weburnthesky
Start with the mobile consumer
Call
Text
Social networks
Search
Content Download
Mobile TV
Web browsing
mPayments
Gaming
Shopping
Music
Camera + pictures
Personal organizer
Navigation
Vouchers + tickets
Tablets
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@weburnthesky
Mobile in numbers
• On average, we check our mobiles 150 1mes / day (Source: Google)
• 84% of UK smartphone owners use mobile devices in-‐store … 17% of them have changed their minds as as result (Source: Google)
• 56% of smartphone owners prefer using their smartphone, rather than a computer, to access the internet. (Source: Prosper Mobile Insights)
• 69% of tablet users have shopped via their device in the last 30 days (Source: IAB)
• 61% of customers who visit a mobile unfriendly site are likely to go to a compe1tor’s site (Source: IAB)
• Mobile will account for 50% of payments worldwide by 2016 (Source: PayPal)
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@weburnthesky
Customer journeys – now more complex
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@weburnthesky
Buying electronics goods: Purchase process
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@weburnthesky
What’s her ‘mobile’ behaviour?
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@weburnthesky
Who are your mobile personas (Heineken)
Tribal drinkers
Buzz seekers Regular blokes
Male traditionalists
Detached moderates
Party girls
Career guys
Careful females
Routine strugglers
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@weburnthesky
Number of subscribers in the UK (000s)
Audience data underpins mobile format choice
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Apps Mobile internet
MMS SMS LBS
13-17 18-24 25-34 35-44 45-54 55+
Index vs population as a whole
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@weburnthesky
Customer centric philosophy
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@weburnthesky
Mobile : permission is essential!
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@weburnthesky
Multiple screen consumers
Source: Google
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@weburnthesky
43.5%
47.0%
48.9%
49.8%
53.3%
54.1%
60.3%
66.2%
67.8%
78.9%
Watched TV/Video
Instant Messaging
Listened to Music
Local/World News
Played Games
Maps/Directions
Search
Social Networking
Weather
Email (Work/Personal)
% Smartphone Audience
Top 10 Categories - % Reach
Fastest Growing Usage Category on Smartphones
Source: MobiLens, 3 mo. avg. ending September 2013, United States, N=32,377
42.6%
41.1%
39.3%
34.5%
34.3%
34.0%
33.4%
33.2%
32.9%
29.4%
%YoY G
rowth
29.4%
32.9%
33.2%
33.4%
34.0%
34.3%
34.5%
39.3%
41.1%
42.6%
Recipes/Cooking Tips
Watched TV/Video
Credit Cards
Beauty/Fashion/Style
Photo/Video Sharing
E-Payments/Money Transfer
Home/Lifestyle
Insurance
Retail
Travel
% Year-on-Year Growth
Top 10 Categories - % Growth
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@weburnthesky
Tablets for “relaxed creativity”
Preferred functionality
Fastest at giving me what I need 37%
No other devices were available at the time 6%
Offers greatest privacy 7%
Has apps/programmes I prefer 27%
Habit 18%
Cheaper for accessing the Internet 5%
Always prefer to use this device 31%
Screen/interface is easier to use 37%
What I need in format I prefer 32%
Easiest for me to pick-up 49%
Why did you choose to use this device as opposed to another device?
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@weburnthesky
Most focus on customer acquisition
Mobile advertising
Site +app development
Social Mobile Mobile PPC
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@weburnthesky
Bigger opportunity for long term loyalty
Mobile advertising
Basic app-development
Messaging
Data Integration
CRM & Loyalty
Programmes
Coupons
Social Mobile Mobile PPC
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@weburnthesky
Develop a robust mobile strategy
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@weburnthesky
Is There an App For That?
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@weburnthesky
Why invest in apps? … what’s the consumer benefit?
• Is there a defined consumer segment?
• Is there an opportunity for frequent engagement built around:
– Service – Entertainment – Informa;on – Distrac;on…?
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@weburnthesky
Messaging Apps
+54%
+379%
+105%
+35%
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@weburnthesky
App focus on user experience … over form and function
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@weburnthesky
Ø Check and charge up your Starbucks Card
Ø Pay with your iPhone or iPod Touch at U.S. Starbucks stores
Ø Locate a mobile payment Starbucks near you
Ø Track your Starbucks Rewards program
Starbucks - ease, convenience, personalisation
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@weburnthesky
Swiftkey app
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@weburnthesky
Mobile web : HTML5 approach
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@weburnthesky
FT’s HTML5 strategy
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@weburnthesky
Role of PR agencies in the value chain
• Idea genera;on
• User Generated Content
• Driving traffic
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@weburnthesky
• Response into rela;onships • “Something for everyone” enhanced by local ac;va;on informed
by SMS response data
SMS text to win
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@weburnthesky
Interactive billboard – Grenata
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@weburnthesky
Jimmy Choo – integrated mobile social location campaign
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@weburnthesky
Customer value over time
0
10
20
30
40
50
60
1 2 3 4 5
Profi
t Ind
ex
Years
Impact on profits
Profit from referrals
Profit from reduced costs to serve
Profit from price premium
Profit from increased purchases
Base profit
Source: Harvard Business School
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@weburnthesky
• The True City app gives informa;on on Nike products and loca;ons based on cell ID
• Allows for consumers to review and add own loca;ons
Concierge service – Nike True City
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@weburnthesky
Best Practice – clear Ts&Cs
36
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@weburnthesky
P&G Charmin sponsors Sit or Squat App
• Sit or Squat Bathroom finder in 10 different countries -‐ 100,000 bathrooms worldwide
• Charmin sponsor the app to build brand awareness – lower cost than building an app
"Sit or Squat is the perfect partner for us … we're not going to reinvent the wheel by crea;ng this applica;on. We found somebody out there whose mission matches ours. It creates the perfect partnership."
Dewayne Guy, external rela;ons manager at P&G
Source: www.mobilemarkerter.com
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@weburnthesky
Mobile ratings and reviews
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@weburnthesky 39
• Source: MobiLens, 3 mo. avg. ending September 2013, EU5, N=67,216
Mobile social networking as advertising platform
42.5%
46.2%
56.4%
65.6%
67.3%
70.0%
70.9%
75.6%
83.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
Received coupon/offer/deal
Clicked on advertisement
Posted link to website
Read posts from public figures/celebrities
Read posts from organizations/brands/events
Posted photo
Followed posted link to website
Posted status update
Read posts from people known personally
% used Social Networking related to TV programme
Social Networking Activities
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@weburnthesky
Driving traffic
• Driving traffic to mobile assets is cri;cal. • We are experienced at delivering effec;ve traffic genera;on strategies: – Messaging – Adver;sing – Search – Social media – E-‐mail – Word of mouth
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@weburnthesky
QR codes - User experience?
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@weburnthesky
App focus on standout … > 1 million other apps
• Standout from App noise is cri;cal
• Ra;ngs + sales used to organise App stores
• Use WOM
• Use Social Media outlets
• Use blogs
• Use App store marke;ng machines
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@weburnthesky
Paid Search
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@weburnthesky
Google Mobile Search extensions
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@weburnthesky
Natural search
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@weburnthesky
Natural search returns
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@weburnthesky
News sites
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@weburnthesky
Getting started
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@weburnthesky
Mobile resources
Site Content
www.mobilemarketingmagazine.com www.iabuk.net www.smartinsights.com www.burnermobile.com The Mobile Playbook Our Mobile Planet Google Mobile Ads Blog www.flurry.com www.comscore.com
News, case studies, awards Case studies, white papers Digital strategy, analytics, blog Blog, market analysis Google guide – winning with mobile Google – Q&A on mobile consumers Google blog on mobile advertising Metrics, apps Mobile usage
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@weburnthesky
Mobile resource – Amazon ebook
Search: Winning with Mobile
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@weburnthesky
Thanks for your time
[email protected] @weburnthesky
www.burnthesky.com +44 7793 804419