share this presentation simon liss
DESCRIPTION
TRANSCRIPT
SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Simon LissCommunicating in a mobile world
@Heavyairs
Why has mobile become so important?
2011 is the year the internet changed – it became mobile
Jan-10 Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10 Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-1130.0%
32.0%
34.0%
36.0%
38.0%
40.0%
42.0%
44.0%
46.0%
48.0%
36.8%
46.2%Used App OR Browser (UK)
% M
arke
t
Mobile Usage August 2012
Mobile Media - Growing Usage Patterns Total pop
Text at least once a month 92%
Accessed apps 62%
Accessed mobile internet 57%
Accessed social networking site/blog at least once a month
42%
Accessed search at least once a month 39%
Mobile Media Usage Areas in decline/static Total pop
Used SMS to access news/info 26%
Scanned QR / barcode 7%
Mobile is social and social is mobile
Growth EU5 Q1 2012 via Comscore
+101% MOBILE+66% PC
+52% MOBILE+9% PC
FB is tied to mobile
Key Messages
#1 Mobile is a big part of social and web #2 Consumers are leading the way#3 There is opportunity to innovate
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Approaching Mobile (some words of advice)
Don’t Put Technology First
SUPER HIGH-TECH! USED BY ROBOTS! BIG IN JAPAN!
Don’t Put Technology First
Don’t Put Technology First
Fish where the fish are
13 - 17 yr olds
18 – 24 yr olds
25 – 34 yr olds
35 – 44 yr olds
45 – 54 yr olds
55 yr olds +
Audience 3.5 m or 7.2%
5.7m or 11.8%
8.1m or 16.8%
8.3m or 17.% 8.1m or 16.8%
14.7m or 30.4%
Scanned a QR code (at least once each week)
1.1% (0.1%) 2.3% (0.6%) 2.1% (0.2%) 1.4% (0.1%) 0.4% (0.2%) 0.3% (0%)
Searched regularly via browser
27.6% (1.1%)
38% (0.9%) 36.7% (1.3%) 32.4% (1.7%) 21.2% (0.2%) 12.5% (1.3%)
Comscore Mobilens All UK March 2012
Look forward not backwards
Look forward not backwards
MOBILE WEB BANNERSMOBILE WEB SITES
M E COMMERCE
Think horizontal
67% have used their mobile to search for a product after seeing an advert on other media
31% of people said they used a smartphones in-store
Key Messages
#1 Don’t let technology lead#2 Break out of the PC web constraints#3 Mobile is not just ‘stand-alone’
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Experience & Contextin action
Mobile is still a small part of web
Jan 13, 2
012
Jan 15, 2
012
Jan 17, 2
012
Jan 19, 2
012
Jan 21, 2
012
Jan 23, 2
012
Jan 25, 2
012
Jan 27, 2
012
Jan 29, 2
012
Jan 31, 2
012
Feb 2, 2
012
Feb 4, 2
012
Feb 6, 2
012
Feb 8, 2
012
Feb 10, 2
012
Feb 12, 2
012
Feb 14, 2
012
Feb 16, 2
012
Feb 18, 2
012
Feb 20, 2
012
Feb 22, 2
012
Feb 24, 2
012
Feb 26, 2
012
Feb 28, 2
012
Mar 1, 2
012
Mar 3, 2
012
Mar 5, 2
0120
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Mobile Web
Total VolumesMobile 18% vs PC 82%
Overall 18%
Total mobile share of web traffic in-line with expectations
The Dual Screen Effect
5 PM
6 PM
7 PM
8 PM
9 PM
10 PM
11 PM
12 AM Jan 14
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
8 AM
9 AM
10 AM
11 AM
12 PM Jan 14
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 PM
11 PM
0
2000
4000
6000
8000
10000
12000
14000
16000
WebMobile
Teaser ads go liveMobile peaks at 35%
Main TV ads go liveMobile peaks at 25%
Initial interest is high and mobile over-indexes during the broadcast of the TVCs
The Fibre Media effect
12 AM Jan 19
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
8 AM
9 AM
10 AM
11 AM
12 PM Jan 19
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 PM
11 PM
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Mobile TrafficPC Traffic
Print Live Mobile web volume exceeds PC
web (peaks at 55%)
Print works very well with mobile in certain contexts
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Putting Mobile into Practice (in the real world)
The mobilisation roadmap
Increase reach and relevance of existing
digital channels
Creating new relevant mobile channels
Activating and leveraging non-digital
channels
1 2 3Optimise Innovate Integrate
The quick fix. Taking existing content and concepts and
adapting them so they work on mobile devices
Breaking new ground by testing and learning with new mobile channel specific opportunities
Allowing all relevant touch points to pivot around mobile
specific content and assets
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
#1 Mobile is a big part of social and web #2 Consumers are leading the way#3 There is opportunity to innovate#4 Don’t let technology lead#5 Break out of the PC web constraints#6 Mobile is not just ‘stand-alone’
@Heavyairs