social and mobile uproar
DESCRIPTION
The trends in the UK around social media and mobility are outlined in this presentation. How are companies using it and how does this match what consumers expect and want?TRANSCRIPT
The Social Web and Mobile Uproar
October 2011
2
The Purpose of Marketing
“The sole purpose of marketing is to sell more stuff to more people, more often for more money, more efficiently. There is no other reason to do it."
Sergio Zyman
Former CMO, Coca Cola
3
Online Spectrum
OwnedMedia
PaidMedia
EarnedMedia
SocialMedia
Digital Properties• Websites• Customer Care• Portals• Mobile solutions
Advertising• Banners• Display Ads• Endorsements
Partnerships• Influencers• Branded
Entertainment• Affiliates
4
5
What social channels are you using?
Forums LinkedIn Groups
Facebook Pages
Twitter Account
Location based
Blogs0
10
20
30
40
50
60
40.9847.54
52.46
42.62
6.56
14.75
% of organisations
Source: EPiServer, The rise of the community manager, June 2011
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What benefits do you hope to get from social media?
0
20
40 36.0742.62 44.26
26.23% of organisations
Source: EPiServer, The rise of the community manager, June 2011
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What benefits do you get from social media?
0
20
4042.62
34.3427.87
21.31 19.67 16.39 11.384.92
% of organisations
Source: EPiServer, The rise of the community manager, June 2011
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Surprise! People want to buy from people
» Engage in a personal dialogue with each of your(potential) customers – when, where and how they want to
» On-going-dialogue = long relationship = $$$
» Measure to make sure you are doing it right
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10
Rapid increase in access from a mobile device
2008 2009 2010 2011%
25%
50%
75%
5%
60%55%
1%
33%
Pandora
% t
raff
ic f
rom
mo
bil
e u
nit
s
Source: Pandora S1, Twitter, Facebook. (Mary Meeker, KPCB http://kpcb.com/insights/internet-trends-2011)
By 2013, more people will use their mobile phones than PCs to get online.”“
Source: Gartner, 2010.
One week without your mobile
Source: Telnav, 2011
What features are important on a mobile site?
Are you choosing to acess mobile sites?
How mobile apps are becoming accepted forms of mobile engagement
I've
been
spen
ding
mor
e tim
e br
owsin
g
I exp
ect to
spen
d m
ore
time
brow
sing
I cur
rent
ly ow
n a
smar
tpho
ne
I cur
rent
ly ow
n a
tabl
et d
evice
I've
used
mob
ile a
pps m
ore
in th
e la
st ye
ar
I reg
ular
ly ch
eck m
y per
sona
l e-m
ail
I mai
nly b
rowse
the
web o
n a
mob
ile
I incr
easin
gly b
rowse
the
web o
n a
mob
ile
I hav
e a
mob
ile p
hone
for d
atat
raffic
010203040506070
51
25
59
18
39 4130
21 21
% of respondents
Rapid increase in access from a mobile device
Content in the mobile channel33 % has made a ”mobile purchase”
49 % find mobile sites slow
32 % find them hard to navigate
19% find it hard to access the content they need
25% will go to competitors mobile site if they don’t like yours
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Only 20% of marketers said their company had a mobile-optimised website in place
18% had a mobile app
ONLY 10% plan to launch a new mobile app in the next 12 months
76 % have a mobile strategy in place
26 % plan to launch a new mobile optimised site in the next 12 months
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Create, Edit your content as usual
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20
Hybrid apps: Web App goes nativeWhat about me?
Another mobile unit? Another unit?
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Thank you!
Maria WasingVP of European Marketing & Sales [email protected]: mariawasingLinkedIn: http://se.linkedin.com/in/mariawas