think big 2010 brussels andrew grill
DESCRIPTION
Presentation given at the IAB Think Big Conference in Brussels 6th May 2010 by Andrew Grill looking at the intersection of social media and mobile networks.TRANSCRIPT
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LondonCalling.mobi
twitter @andrewgrill
When social meets mobile
Andrew Grill, Visible TechnologiesIAB Think Big May 2010
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LondonCalling.mobi
This time…it’s personal
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LondonCalling.mobi
The Mad Men need to change their approach
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LondonCalling.mobi
What’s wrong with this picture ?
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LondonCalling.mobi
The advertising world has to change
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LondonCalling.mobi
Ad avoidance
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LondonCalling.mobi
The glittering allure of the mobile society
1. Mobile is personal – it is my media
2. Mobile is always carried – the city in my pocket
3. Mobile is always on
4. Mobile has a built in payment mechanism
5. Mobile is there at the point of creative impulse
6. Mobile can recount the audience
Source: Alan Moore http://bit.ly/m-allureNovember 2008 commissioned by Microsoft
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LondonCalling.mobi
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LondonCalling.mobi
Bespoke mobile app for Smirnoff
bit.ly/smirnoffapp
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LondonCalling.mobi
Branded Utility
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LondonCalling.mobi
Branded experiences
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LondonCalling.mobi
Social Media is demanding attention
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LondonCalling.mobi
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LondonCalling.mobi
When social meets mobile
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LondonCalling.mobi
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate
why one choice is better than another choice.
Operations delivers.
Any gap between the two drives a conversation on the social Web.
Dave Evans bit.ly/nublack
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LondonCalling.mobi
Social media is just like real life!
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LondonCalling.mobi
Social + mobile = ?Not only what are you doing but where are you doing it
Value/Loyalty
Mobile Social
€
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LondonCalling.mobi
Social + mobile = ?What's in it for me where I am right now?
Value/Loyalty
Mobile Social
€
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LondonCalling.mobi
Foursquare – location meets social
€
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LondonCalling.mobi
Could Foursquare be the next twitter?
€
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LondonCalling.mobi
Foursquare ticks all the boxes
User generated location updates Permission based Loyalty component Share with and find your friends Statistics for advertisers and brands Competitive / game element Simple to access from your mobile
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LondonCalling.mobi
Social media + loyalty
€
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LondonCalling.mobi
Making money from mobile & social?
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LondonCalling.mobi
Turn mashups into money
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LondonCalling.mobi
Turn mashups into money
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LondonCalling.mobi
Can we advertiseon social networks?
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LondonCalling.mobibit.ly/4rules
Listen
Learn
Engage
Integrate
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LondonCalling.mobi
Mobile Secrets
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LondonCalling.mobi
Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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LondonCalling.mobi
“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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LondonCalling.mobi
Informa / Ogilvy / Acision paper bit.ly/ad2020
“P&G spent just 0.17% of their advertising budget on mobile in 2008”
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LondonCalling.mobi
Mobile secret #2
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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LondonCalling.mobi
“Ultimately advertising must sell...or else”David Ogilvy
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LondonCalling.mobi
Mobile secret #3
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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LondonCalling.mobi
Permission
Privacy
Preference
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LondonCalling.mobi
Permissionpeople will decide what they see / receive / engage with
Privacy
Preference
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LondonCalling.mobi
Permission
Privacypeople will decide where their data is and how it is used
Preference
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LondonCalling.mobi
Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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LondonCalling.mobi
twitter @andrewgrill
Follow me on twitter.com/AndrewGrillSlides http://bit.ly/gthinkbig
email me via andrewgrill.com/contact+44 788 198 6694
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