cipr social summer - phil hakim
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#CIPRSM#CIPRSM
Using Mobile As Part of Your Marketing StrategyPhil Hakim, Senior Account Manager, Edelman@phillyhak27th June 2013
SOCIALSUMMER
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Why Mobile Matters
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Mobile is EVERYONE
6 billion
4.5 billion
2 billion
MOBILE SUBSCRIPTIO
NS
TOOTHBRUSHES
ACCESS TO INTERNET
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Mobile is GLOBAL
135%
114%
108%
80%
87%
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Mobile is BEHAVIOUR
AT WORKEMAIL
PRODUCTIVITY
IN STOREVOUCHERS
SHOWROOMING
AT HOMEM-COMMERCE
DUAL SCREENING
AT PLAYSOCIALGAMES
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Mobile is THE WEB
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Mobile is SOCIAL
100%
25%70%80%
24%33%27%32%
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Mobile is BIGGER THAN PRINT
Print Radio TV Internet Mobile05
101520253035404550
7
15
43
26
10
25
11
42
22
1
Time SpentAd Spend
% T
ime S
pen
t in
Med
ia/
% o
f A
d S
pen
d
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Mobile is DATA
• Always on, always with us• Real time and contextual• Personalised and relevant
• Location based• Call and text
message• Browsing history• Social Media Use• App Use
EXAMPLE DATA BENEFITS
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Mobile isn’t ALWAYS MOBILE
PC use peaks after lunch between 2-5pm
Smartphone use begins to increase between 5 – 7pm as we commute home
Tablet use peaks in the evening at 8pm as we relax in front of the TV
Smartphone use is also it’s highest in the evening – when we are at home!
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Mobile is SEARCH
1.LOCAL – for example, you are in Victoria and need to find the nearest coffee shop
2.FAST – mobile searches are completed in under an hour vs. over a week for desktop
3.ACTION – mobile searches are ready to take action
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Mobile is (not all about) APPS
700,000 apps 30bn downloads
600,000 apps 25bn downloads
15,000 apps Unknown downloads
150,000 apps 1bn downloads
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So What?
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Mobile touches everything we do
PAID MEDIA
Advertising that is placed and
bought by us
• Paid search• Social Advertising• TV Advertising• Native Advertising
EARNED MEDIA
Communication about a brand that we can’t
control
• Word of mouth• Forums and blogs• Social – Facebook
and Twitter
OWNED MEDIA
Branded communication
on our own channels
• Brand websites• Email marketing• Facebook page• Mobile apps
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PAID MEDIA
Advertising that is placed and
bought by us
• Paid search• Social Advertising• TV Advertising• Native
advertising
OWNED MEDIA
Branded communication
on our own channels
• Brand websites• Email marketing• Facebook page• Mobile apps
MO
BI
LE
Mobile touches everything we do
EARNED MEDIA
Communication about a brand that we can’t
control
• Word of mouth• Forums and blogs• Social – Facebook
and Twitter
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Mobile Search
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Desktop vs. Mobile SearchPAID
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3 things to remember
1. CONTEXTUAL – 45% of mobile searches are conducted to make an immediate decision (e.g. ‘where is the nearest coffee shop?)
2. IMMEDIATE – 63% of mobile search triggered actions occur within 1 hour of initial search
3. ACTION – 73% of mobile searches result in action (e.g. a purchase or visiting a store)
PAID
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Mobile search drives conversion
How?
• Mobile shortens the conversion funnel for brands• 70% of mobile searchers lead to action within an hour • 67% of searchers are more likely to make a purchase if your site is
mobile optimised• 61% of searchers will leave a website if they don’t find what they
want straight away
User sees a TV ad or billboard
Conducts a mobile search
Makes a purchase
Google, 2012
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The opportunity
1. Target mobile and desktop users separately– They behave differently (remember: context, immediate and
action)
2. Optimise your website– Google will prioritise mobile websites – Mobile searches are impatient– 80% of mobile searchers will leave a site after two pages if
not mobile optimised
3. Add location into the mix– Mobile search is local – think about geo-targeting– This is now possible down to the level of a specific location or
shop
4. Think about your keywords– Mobile searchers are action orientated– E.g. ‘best sandwiches in Victoria’ – surprise them with an offer– Link our ATL to mobile – people see my ad, people search!
5. Have a Google + profile– Having a well populated profile (with location, user reviews
et) will affect the authority of your listing within the mobile search results page
– For brands, a well populated page means you rank higher in on the SERP
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Native Advertising
• Lack of standards– Unifying standards on ad size, creative
and placement– Fragmentation of devices
• Targeting and tracking issues– Cross platform– Privacy issues surrounding location
data
• Intrusion– Small screen on a mobile device– Intrusion
• Native Ad Format– Platform level standards– Targeting capability– Feels like actual content
You don’t need to design ads that look like editorial content, great content is your ad
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Mobile Social Behaviour
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The growth in mobile social
Europe
Latin_x000d_America
North America
Global
Middle East_x000d_Africa
Asia Pacific
33%
33%
36%
47%
48%
59%
% of people using mobile to access social media sites• 67% of growth comes from
mobile - Mobile social networking accounts for 67% of the growth in social networking use
• 1/3 of all social networking time is spent in mobile apps
• OTT messaging (e.g. WhatsApp) accounts for 41 million messages a day
• Mobile only social networks are growing – Instagram, Vine, Snapchat
EARNED
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Mobile social is the growth
37,033
152,226
22,620
78,388
42,366
74,274
Mobile Web
Mobile App
PC
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Mobile optimizing our content
25%70%80%
• 140 characters mean content is inherently mobile friendly
• Images and videos automatically downgraded for mobile
• Mobile and desktop inherently different
• New newsfeed should fix
• Content should be optimised as mobile first
• Growth in mobile driving overall growth
• YouTube Mobile is second most visited mobile video website in the US
• Videos should be optimised for mobile
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Focus on
Mobile newsfeed =the most engaging place on Facebook
• Visual posts• Post length• Time of day • Optimise links
65Bmobile news
feed story impressions
daily
45% of comments on mobile happen in
news feed
65% Of mobile likes
happen in newsfeed
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An example: NikeText – the post is text light (mobile posts should be less than 100 chracterdImage – The image is optimised for mobile and desktop newsfeed (not desktop timeline)Time of Day – 21.40, 30/04/2013• Post went live with final
whistle• 40% of sports fans are
engaged on social media while watching sports
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Mobile App Development
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Creating successful apps is hard
There are over 900,000 apps in the iTunes app store and over 700,000 in Google Play – competition is tough!
900,000&
700,000
91%
20-40 apps
Of the Interbrand top 100 brands have apps but <4% of those have featured in the top 100 UK apps
The average number of apps on the typical smartphone, a ¼ of which are only ever opened once
OWNED
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Creating your app
Strategic Planning
Smart Design Marketing Optimise
• Clear function and utility
• Audience behaviours
• Native vs. Hybrid
• UX
• App Store Optimisation
• Wider Marketing Tactics
• Analyse, refine and optimise
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Strategic planning1. Clear Utility and
Functionality– What is the one hero
function or your app?– What is your objective?
2. Understand your audience– What is the use case for
your app?– It is a smartphone or tablet
play?– Who is your audience? E.g.
CEOs, students– Demographics
3. Do you need to build an app?– Think about the use case
and whether there is an applicable alternative
– Mobile web optimisation– Mobile social etc.
UK iTunes Top Free – June, 2013
UK iTunes Top Paid – June, 2013
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Smart designNative Web Based Apps Hybrid Apps
Description An application designed to run on a single OS (iOS = Objective C, Android = Java)
A web based app written in HTML5
HTML5, CSS, JavaScript apps built with a native wrapper
Pros • Fast• Most reliable• Most responsive UX• Native device
functionality
• Will run on any device with a browser
• Great for static content
• Can be put into app stores
• Better performance • Can access phone
features• Easier to port cross
platform
Cons • Only work on a single OS/device
• Expensive• Longer
development cycle
• Limited functionality
• Poorer user experience
• Often unreliable• Cannot be
downloaded through app stores
• User experience still not as good as native apps
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Native iOS to Hybrid - Distribution
HTML5 to Native - UX
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App Store Optimisation
iTunes• Users primarily find apps via searching the charts, featured apps or external
referral• Rank drives organic discovery• This makes the use of media at launch pivotal – it is vital to drive an early spike to drive
downloads to get to the top of the charts and therefore increase organic downloads• More visibility means better chart positioning means more downloads• Keyword and image optimisation of mobile listing vital
Google Play• 75%* of organic downloads in the Play Store originate from a user search• 50%* originate from a brand search and 25%* from a more generic search • Google indexes the entire app description meaning as a marketing tool, the quality of
description is important• More so than in the app store, the app title and keyword frequency in the app
description is pivotal for discovery• Although rank is still important. Google’s rank algorithm is skewed in favour of apps
with a high user retention• The more net installs (uninstalls are tracked) the higher the rank your app could achieve
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Marketing your app‘If you build it, they MIGHT come’
APP STORE VIDEO WEBSITE SOCIAL SEARCH PR
• App store optimization and management of submission
• Bloggers & App Review sites
• Specialised columns – Shortlist and Guardian
• Targeted ads at mobile users from key demographics
• MUST HAVE• Google Play, YouTube, Social,
PR
• Targeted Native advertising
• Facebook ad install units• Promoted tweets
• App landing page on website Mobile pop up – prompting users to download app
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Optimise, optimise, optimise‘An app is for life, not for just for Christmas’
OPERATIONAL ANALYTICS
MARKETING ANALYTICS
CUSTOMER EXPERIENCE
Operational analytics are key to ensuring we retain an audience. 98% of people will delete an app that freezes, crashes or is consistently slow. Unfortunately even with proper testing, spotty coverage or improper settings can also hurt app performanceExample tools: Crashalytics, Bug Sense, Critterism, Google Analytics (to a degree)
Mobile real estate is limited as is user attention span (usually <10 minutes), therefore understanding user journeys and optimizing content and layout based on that is vital. Working within such limited parameters means every screen and every click matters!Example tools: MixPanel, Critterism, Apigee Mobile Analytics
Marketing analytics enable us to understand the performance of an app or website in real time in order to achieve our goals. This could be to build better apps, improve our targeting, improve advertising or monetize our audienceExample tools: Omniture, Flurry, Google Analytics,
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Mobile Myth Busters
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A. 87% of US consumers prefer apps over websites and mobile websites
B. 67% of US consumers prefer apps over websites and mobile websites
C. 57% of US consumers prefer websites and mobile websites over apps
Question one
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A. 87% of US consumers prefer apps over websites and mobile websites
B. 67% of US consumers prefer apps over websites and mobile websites
C. 87% of US consumers prefer websites and mobile websites over apps
Answer one
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A. 45% of UK consumers use their smartphone in store to find more information out about products
B. 55% of UK consumers use their smartphone in store to find more information out about products
C. 65% of UK consumers use their smartphone in store to find more information out about products
Question two
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A. 45% of UK consumers use their smartphone in store to find more information out about products
B. 55% of UK consumers use their smartphone in store to find more information out about products
C. 65% of UK consumers use their smartphone in store to find more information out about products
Answer two
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A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of Kenyan GDP is spent via mobile devices
Question three
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A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of Kenyan GDP is spent via mobile devices
Answer three
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A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%
Question four
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A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%
Answer four
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A. 25% of people check Facebook on their smartphone before getting out of bed
B. 50% of people check Facebook on their smartphone before getting out of bed
C. 75% of people check Facebook on their smartphone before getting out of bed
Question five
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A. 25% of people check Facebook on their smartphone before getting out of bed
B. 50% of people check Facebook on their smartphone before getting out of bed
C. 75% of people check Facebook on their smartphone before getting out of bed
Answer five
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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIALSUMMER