ad-tech ny 2009
DESCRIPTION
Presentation I gave to audience at Ad:Tech NYC 2009 on Mobility Planning a new approach developed by the team at 5th Finger.TRANSCRIPT
5thfinger
MASTER CLASS MOBILITY PLANNING.
© 5th Finger 2009
Steen Andersson, Co-Founder & VP Strategy, 5th Finger
5thfinger
1. mobility planning"2. mobile website development"3. comparative framework"
5thfinger http://www.flickr.com/photos/82329524@N00/2857765317/!
5thfinger
1. mobility planning"2. mobile website development"3. comparative framework"
!
5thfinger
This is a mobile phone.
5thfinger
This is mobility.
5thfinger
is a range of BEHAVIORS.
mobility
5thfinger
Our job is helping brands engage consumers living on the go.
5thfinger
By tapping into context.
© 5th Finger 2009
5thfinger
Exploiting functionality.
5thfinger
Creating utility.
© 5th Finger 2009
5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!
How do you think about mobile?
© 5th Finger 2009
5thfinger
Most people think about mobile like this.
Brand
Voice
Apps
Mobile Web
SMS An idea.
An idea.
An idea.
An idea.
© 5th Finger 2009
5thfinger
Most people think about mobile
Brand
Voice
Apps
Mobile Web
SMS An idea.
An idea.
An idea.
An idea.
AS TECHNOLOGY.
© 5th Finger 2009
5thfinger
Some people think about mobile like this.
Mobile
TV
Online
OOH
Ideas.
Ideas. Ideas.
Ideas.
© 5th Finger 2009
5thfinger
Some people think about mobile
Mobile
TV
Online
OOH
Ideas.
Ideas. Ideas.
Ideas. AS CONNECTION.
© 5th Finger 2009
5thfinger
We think about mobile like this.
Mobile
People
Media
Technology
Brand
© 5th Finger 2009
5thfinger
We think about mobile
Mobile
People
Media
Technology
Brand
RELATIONSHIP. AS A
© 5th Finger 2009
5thfinger http://www.flickr.com/photos/34449596@N04/3252160946!
How do you think about mobile?
© 5th Finger 2009
5thfinger
mobility planning – the process" !
5thfinger
Research & Immersion
Establish High Level Objectives
Segment Mobile Behavior
Identify Key Insights
Relationship Driven Core
Mobile Concept
Execution & Optimization
Develop Mobile Brief
Program Planning
1"
2"
3"
4"5"
6"
7"
5thfinger
Establish High Level Objectives"
Driving'Opt+In'
ROI
Time
Grow Consumption
Cross Sell
1"
5thfinger
From:'2653'Join'MCR'Mobile'by'replying'with'‘LINK’'to'link'your'phone.''
1. User enters mobile number' 2. User receives TXT inviting them to LINK their Phone'
3. User replies with ‘LINK’ to link phone '
4. User receives TXT inviting them to opt-in to mobile alerts '
5. User replies ‘Y’ to opt-in'
To:'2653''LINK''
From:'2653'Great.'If'you'would'like'to'opt+in'as'well,'reply'with'‘Y’.''
To:'2653''Y''
Old Mobile Opt-In Process
5thfinger
1. User enters mobile number 2. User checks opt-in'
3. User receives TXT asking to confirm this is their phone by replying LINK. They will then get a welcome message from Jen.
1'
2'
New Mobile Opt-In Process
From:'2653'Join'MCR'Mobile'by'replying'with'‘LINK’'to'link'your'phone.''
To:'2653''LINK''
1'2'
3'
5thfinger
Result?
Monthly opt-in growth of 5%-10%*"
*Source: Aberdeen 2009 Mobile Marketing Benchmark Report
5thfinger
1. User enters mobile number 2. User checks opt-in'
3. User receives TXT confirming opt-in. 1'
2'
Maximum Opt-In Rate
From:'2653'Thanks'for'joining.'Reply'STOP'to'stop'receiving'messages.'
To:'2653''LINK''
1'2'
3'
5thfinger
Demographic !& Psychographic Data on Target
Consumers!
Current Marketing Strategy!
Social & Digital Media Trends!
Current Loyalty !& DM Programs!
Existing Digital & Mobile Programs!
Mobile Usage Patterns for Target
Demo!
Macro Economic & Social Trends!
Research "& Immersion"
2"
5thfinger
Research "& Immersion"
primary research?"
2"
5thfinger
Research "& Immersion"
Key Questions…"1. mobile media consumption habits
"2. mobile app usage
"3. social and mobile usage
"4. mobile handsets (% smartphones)
"5. other emerging trends / patterns
"
Take some action
Ask the questions…
What does my team know
about the mobile behavior of
our target consumers?
What would be the most
effective way for us to find out
more?
2"
5thfinger
Segmenting Mobile Behavior." Mobilista - 3g device, app downloads. They expect both form + function. Trend setter. Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”. Worker - Stay connected for work. On weekend, many use a secondary device. Txtr - It’s all about communications - direct yet personal. Function over form. Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.
5thfinger
Mobilista - 3g device, app downloads. They expect both form + function. Trend setter. Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”. Worker - Stay connected for work. On weekend, many use a secondary device. Txtr - It’s all about communications - direct yet personal. Function over form. Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.
connecTvity'
accessibility'
producTvity'
community'
simplicity'
Segmenting Mobile Behavior."
Take some action
Ask the question…
How could we group our
targets based on their mobile
behavior?
5thfinger
Research & Immersion
Establish High Level Objectives
Segment Mobile Behavior
Identify Key Insights
Relationship Driven Core Idea
Execution & Optimization
Develop Mobile Brief
Program Planning
1"
2"
3"
4"5"
6"
7"
5thfinger
Identify Key Insights"
5thfinger
is there love for other mobile devices too?"
5thfinger
Identify Key Insights"
Take some action
Ask the question…
What concept/space could we
own in the mind of our
customers by leveraging
mobile in compelling way?
5thfinger
Develop Mobile Brief"
5thfinger
Business Background"Primary & Secondary Objectives"Target (s)"Timing"Key Consumer Insights" [driven by mobile behavior]"
"
Secondary Consumer Insights / Considerations"
Consumer Goal" ""
Mandatories" � Ongoing TXT Program"� On-Pack TXT Activation"� Mobile Site"� Mobile Application ""
� Mobile Website � PC Website Integration"� Other _________________"
Handset Targeting"""""
� iPhone Only"� iPhone Class (iPhone, Palm Pre, (An)Droid) "� Smartphone (iPhone Class + High Res xHTML browsers)"� Smartphone with graceful degradation !� Feature Phones & Media Phones (LCD)""
…" …"
mobile brief"
5thfinger
Present the Core Creative Idea(s) Relationship Driven Core Idea
5thfinger
Research & Immersion
Establish High Level Objectives
Segment Mobile Behavior
Identify Key Insights
Relationship Driven Core Idea
Execution & Optimization
Develop Mobile Brief
Program Planning
1"
2"
3"
4"5"
6"
7"
5thfinger
1. mobility planning"2. mobile website development"3. comparative framework"
!
5thfinger
mobile "website development""
5thfinger
5thfinger
Mobile Content Relevance Winners Model""Indexed and Scored every section of the site (>50) against these criteria:"1. PC Desktop Popularity (Weighting "0.5)"2. Smartphone Popularity (Weighting 1.0)"3. Ease of Making Mobile (Weighting "0.75)"4. Relevance of Mobility (Weighting 1.5)"5. Revenue Potential (Weighting 0.25)"
5thfinger
1. mobility planning"2. mobile website development"3. comparative framework"
!
5thfinger
5thfinger
5thfinger
Shopping"
Next Big Mobile Move"
Mobile Relationship"
Lifestyle Extension"
Mobile in the Middle"
Mobile community management around
new and back-to-school parents!
Branding: Moblie content discovery
engine!
In-store marketing platform for brands!
Expanded community focus :
Empowered Women!
Comparative Framework"
5thfinger
1. mobility planning"
2. mobile website development "
3. comparative framework"
5thfinger www.flickr.com/photos/35798967@N08/3307330817
THANK YOU + Q&A
"Steen Andersson"Co-Founder & VP Strategy "