Presented by:Onur Ibrahim

Mobile Social MarketingAn Introduction

Why Mobile Marketing and the way we use mobiles

Email / SMSFacebook / Google Plus and other social

networksAppsHTML5Case StudiesQuestions / Off the cuff thinking / Open

Forum

Introduction to Mobile Social

Introduction to Mobile Social

There are 285.6 million mobile subscribers in the United States. Stated another way, that's 91% of the population! ‘CTIA’

Mobile devices will pass PCs as the access device of choice by 2013. ‘Gartner’

One-third of mobile searches are tied to local. ‘Google’ Mobile search will represent 20% of all search traffic by 2012. RBC

Capital Markets $2.2 billion of physical goods will be purchased via mobile device in

2010.

‘ABI Research’ Mobile retail to reach $12 billion by 2014. ‘Juniper Research’ 27% of U.S. mobile web users have clicked on a mobile ad. ‘ABI

Research’ 53% of mobile users would share their location to receive more

relevant ads. ‘Mashable’ Mobile coupon redemption is 10x that of traditional coupons.

‘Borrell Associates’ Hilton Hotels sees "seven digits a month" in mobile revenue. ‘USA

Today’ 36% of people are interested in receiving grocery coupons on their

mobile phone. ‘Compete’

1980 1985 1990 1995 2000 2005 2010 2015$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

$160,000,000

$180,000,000

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

12 month service revenues $'000 USDEst Connections

Globally there are more mobile phones than PCs.Source: GSM World

Introduction to Mobile Social

By 2013, mobile phones will overtake PCs as the most common Web access device worldwide. According to Gartner's PC installed base forecast,

the total number of PCs in use will reach 1.78 billion units in 2013. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units and will be greater than the installed base for PCs thereafter.

Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Although a growing number of websites and Web-based applications offer support for small-form-factor mobile devices, many still do not. Websites not optimized for the smaller-screen formats will become a market barrier for their owners — much content and many sites will need to be reformatted/rebuilt.

Introduction to Mobile Social

‘My problem with regular advertising is that it feels too

disconnected’- Onur Ibrahim 2010

Beauty of Mobile based Marketing

• Location based Notifications• Always within easy reach• ‘When-you-want’ messaging• Move from ‘communication’ to

‘conversation’• Natural communication

platform

Introduction to Mobile Social

Context

• Based on what is happening now(excl. Display)

• Location• Event• Action

Immediate

• Delivered Instantly

• Instant Gratification

• High Speed Web• (3G/WiFi)• Already in Pocket

or being used at the time

Personalized

• Can be registered w/profile

• Specific App/Ad• eCRM => mCRM• Already a Social

comms. device

Interactivity

Introduction to Mobile Social

Methods of Social Activation

Conversation

Sharing

Fun / Entertainment

Liking (Expressing opinion)

Helping

Optimising

Gain

ing

Socia

l re-

en

forc

em

en

t

Com

mu

nic

atin

g

Trend Spotting

Mobile is about Instant Access

Video Killed the Blogging Star

• Video Consumption (Mobile Video) has increased faster than mobile uptake

• Easier for video to be created and consumed (YouTube, Vimeo etc…)

Infographic from OnlineSchools.org

Technologies

Location Based

Apps and Downloads

Mobile Video + Display Advertising

QR Codes + Augmented Reality

Price Checkers and Special Offers

Group Buying Offers + Mobile Barcodes

SMS / MMS / Email

Mike Bloomberg – Mayor of NYC

Mobile Commerce / Mobile Payments Mobile Music Downloads

Where do I Start??…………

Do I need to create mobile specific content?

Optimise existing content

Enhancing User Experiences

Create mobile versions of existing web site

Produce shorter content

Save images as low res and smaller

Use large navigation elements

Review current marketing plans and re-think to include mobile

E.g. Event could utilise indoor GPS, attendee networking and keynote reminders,

Video clips that can be delivered through apps / HTML5

What are the audience needs?

How can we start new conversations or expand existing conversations using SMS, Content Feeds, Mobile Email, Notifications

Is there a location based solution for them?

What platforms do they use?

How do users currently utilise their mobile phones?

What Immediate / Urgent information do they rely on?

What else should I be thinking about?

1. Assess Competitor Programs / Campaigns

2. What and Where is the Unique Value for Customers

3. Set a Clear and Measurable Strategy4. Identify Relevant Tools5. Determine Platform Requirements6. Develop Promotions and Delivery Plan7. Measure and Optimise

Case Studies

Case Study – Get Glue

•Watching a show?•Check in!•Like it to gain special offers and additional content•Review it and share with your friends for more rewards

Case Study – Days Inn

Days Inn uses Location Based Services to increase bookingsAim: to increase room Bookings

Using: Poynt App

Method: user searching for related keywords views a Days Inn Offer banner(15% off a 2 night stay)

The user clicks on the ad and are taken to a mobile site that provided a click to call or click to web to make a reservation.

Results: Ten Times higher response than the industry standard!

In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.

Appendix