06/13/2013

MORNING BREAKFASTMobileJUNE 2013Gene Keenan

Sunday, June 16, 13

Hello

WHAT’S STOPPING MOBILE?

Sunday, June 16, 13

In 5 minutes were going to look at what’s stopping (eating) mobile.

WHAT’S EATING MOBILE?

Sunday, June 16, 13

In 5 minutes were going to look at what’s stopping (eating) mobile.

THE AGENCY PERSPECTIVE

Sunday, June 16, 13

The agency perspective on this

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THE THINGS WE THINK ARE EATING MOBILE

•TARGETING •TRACKING•MEASUREMENT•CREATIVE

http://s3.amazonaws.com/pre.good.is/goodfinder/original/17979_1280-eating-habits.jpg

Sunday, June 16, 13

I and our esteemed panel are going to discuss these things. These are the things we believe are eating mobile

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UPPERLOWER

6

These things are keeping us in the weeds

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But really. These things are just keeping us in the weeds

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•TARGETING •TRACKING •MEASUREMENT•CREATIVE

LET’S ASSUME FOR A MINUTE THAT THESE ARE ALL SOLVED

WHAT NEXT?

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Imagine for a second that these things have all been solved what then?

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WHAT IS REALLY HOLDING US BACK?

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AGENCIES

BRANDS

TWO THINGS:

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The truth is it’s Agencies and Brands that are eating mobile

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AGENCIESME/YOU/US

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First, lets look at ourselves: agencies

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AS AGENCIES WE THINK

SMALL

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As agencies we think small

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CONSUMER SURROUNDED BY MEDIA CHANNELS

On-Product Direct Mail

In-Store

EventRadio

OOH

Print

Phone

Computer

Tablet

TV

TYPICAL COMMS PLANNING PROCESS:

Consumer in the middle

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We think small because we use this planning process

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WE PLAN MOBILE AS A

CHANNELSunday, June 16, 13

It sounds genius because its consumer centric. But it’s not because we end up planning mobile as a channel

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WE THINK IN SILOS

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We do this because we think in silos

WE LEARNED TO PLAN THIS WAY

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Partly because we learned to plan this way. We learned this way because before there was digital...

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TRADITIONAL

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In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD

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TRADITIONAL DIGITAL

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so digital grew by itself and for the past ten years the big traditional shops have been eating the digital shops but keeping them largely separate keeping old paradigms in place

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TRADITIONAL DIGITAL MOBILE

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Now doing the same thing all over again with mobile. Big guys are eating mobile shops up just as they ate up digital shops

WHAT’S THE CONSEQUENCE

OF THIS?

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What’s the consequence of this?

MISSED CONNECTIONS

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Broken Connections

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IT MAKES EVERYTHING:

TRANSACTIONAL SOCIAL LOCATION IMMEDIATE

WHAT MAKES MOBILE GREAT?

THE INTERNET OF ALL THINGS

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How is that possible? What is causing missed connections? Four things that make mobile great

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TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

Person

MOBILE AS CHANNEL =

CONTINUOUSLYMISSED CONNECTIONS

Sunday, June 16, 13

Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missed connections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media work harder!

MOBILE AS PLATFORM=

MULE

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What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to go together. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead of it being used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a horse.

ADD MOBILE TO ANY MEDIA CHANNEL AND YOU GET SOMETHING GREATER THAN THE INDIVIDUAL PARTS

LIKE PEANUT BUTTERAND CHOCOLATE ->

Sunday, June 16, 13

make your media work harder

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TV

Tablet

Computer

EventDR Mail

On Prod

Phone

Radio

Print In-Store

MOBILEPERMANENT

CONNECTION

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

Phone = Person

OOH

MOBILE AS PLATFORM

CONTINUOUSCONNECTIONS

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If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos connections

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CONTINUOUS CONNECTIONS

MOBILE AS PLATFORM =

FOR ALL MEDIASunday, June 16, 13

win with continuous connections. Make your media work harder. make more with less

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WHY SHOULD I CARE?

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AUDIENCE SIZE CAN INCREASE BY 135%CONSUMER DROP OFF CAN IMPROVE BY 20%

OVERALL CONVERSIONS CAN INCREASE BY 19%Source: Insight Express Mobility Study (blinded)

OMNI-CHANNEL WITH MOBILE = MORE MONEY

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Sales typically increase by about 20% when mobile is applied across all media channels. It works by eliminating waste. Consumers have the chance to act impulsively across all media now. The transactional device in their hands makes that possible

HELP ME DO THIS

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AGENCY SOLUTION:“be the change you wish to see in the world”-GHANDI

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STOP LOOKING FOR CHANGE FROM OUTSIDE

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IN-SOURCE IT

LEARN TO DO THIS YOURSELF

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in more practical terms

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TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

PersonSTOP DOING THIS ->

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STOP THINKING OF MOBILE AS A CHANNEL

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Try not. Do, or do not. There is no try.-YODA

REMEMBER!

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AND REMEMBER! DONT TRY DO!

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AGENCIES

BRANDS

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NOW FOR THE SECOND THING

WHAT’S EATING MOBILE AT BRANDS?

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In 5 minutes were going to look at what’s stopping (eating) mobile.

YOU

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lets look at brands

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WE THINK IN SILOS

Sunday, June 16, 13The biggest challenge however is we think in silos. Maybe you work in CRM, TV, online, radio, events, etc. But we all tend to think and work in Silos. Doing integrated marketing is challenging.WHY?

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WE PUT OURSELVES IN SILOS

Sunday, June 16, 13I care about my TV brand or my Direct Marketing brand or Digital brand.The only way consumers will care about your marketing is if you care about the brand

TCFprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012

email

sales

in-store sales

online marketing

direct mail

TV

OFTEN BECAUSE OUR DATA SITS IN ISLANDS

Sunday, June 16, 13Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each otherIT groups inside companies often tend to be put in the position of having to take compromise solutions instead of the best solution. Marketing teams often feel like they are at the mercy of the IT group Because much of our data sits in islands. When digital came along brands had antiquated systems so they built out new data islands and centers to deal with these new tactics. And because nobody was telling them what the future would bring we acted in an adhoc way. We built new solutions for new tactics and opportunities. The net result is we have a very disconnected view of our consumers

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NET RESULT IS OUR MARKETING TEAMS SIT IN ISLANDS

Sunday, June 16, 13

Big brands sometimes have a bewildering number of marketing arms. Each with their own little piece of turf. It’s a recipe for disaster.

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MOBILE GETS

PLANNED BY ONE GROUP

Sunday, June 16, 13

It sounds genius because its consumer centric. But it’s not because we end up planning mobile as a channel

TCF

TV

Tablet

Computer

EventDR Mail

On Prod

Phone

OOH

RadioPrint

In-Store

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

MOBILEPERMANENT

CONNECTION

Person

OURPLANS LOOK LIKE THIS ->

Sunday, June 16, 13

STOP THINKING OF MOBILE AS A CHANNEL

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HOW DID THIS HAPPEN?

ONE REASON IS...

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DATA BASES ARE TYPICALLY CONTROLLED BY OPERATIONS

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marketing and operations are like oil and water. two beasts that don’t understand each other

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WHICH MEANS YOU NEED TO

DEAL WITH GUYS WHO DEAL WITH

THIS ->Sunday, June 16, 13

operations has huge responsibilities. and few in marketing understand their jobs

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IT STAFF IS OFTEN OVERBURDENED

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IT like marketing teams are often overburdened. So IT is always looking for the simplest solution

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IT’S OFTEN EASIER TO CREATE A NEW DATABASE

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so punching a hole to make a new data island can be a simple answer. This is by no means true for every organization or the only challenge.

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AS A RESULT OUR DATA

WINDS UP AS DISCRETE ISLANDS

email in-store sales

online marketing

direct mail

TV

etc. etc.

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what your world might look like

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AND MARKETING INVOLVING TECH

CAN LOOK LIKE THIS

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so what is the result of this mess?

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NEW MARKETING INITIATIVES DRIVEN BY CONVENIENCE

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operations making marketing by convenience

TCFSource:(Marke,ng/IT(Collabora,on:(It(Is(Possible(|(April(2008(|by(Cindy(Commander,(Forrester(Research

IT doesn't understand our

business

56%LEADING MARKETERS TO THINK THIS:

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leading marketers to think IT doesn’t get you.

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WHAT’S THE SOLUTION? ?

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Imagine for a second that these things have all been solved what then?

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STOP BLAMING IT FOR OUR MARKETING PROBLEMS

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Solutions will come from within ourselves: true change comes from within

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THEY ARE PART OF YOUR TEAM

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Realize that operations are your friend

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IT WON’T BE EASY

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this won’t be an easy thing

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TV

Tablet

Computer

EventDR Mail

On Prod

Phone

Radio

Print In-Store

MOBILEPERMANENT

CONNECTION

PROVIDESLOCATION

TRANSACTIONAL

SOCIAL

Phone = Person

OOH

DOING THIS->

MEANS ON-BOARDING OPERATIONS

Sunday, June 16, 13

If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos connections

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“WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL

COMPANY FIGHT”Wendy Bergh - Director, Mobile & Digital Strategy Walmart Global eCommerce

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Walmart has done well but it was VERY painful

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WHAT’S A GOOD FIRST STEP?

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where might be a good place to start?

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MOBILIZE INTERNALLYempower your internal team first and make them your on-the-go mouthpiece.

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keep doing what you do externally but try doing something internally that involves working with Operations

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THIS DEMONSTRATES THE EFFICIENCIES GAINED

THROUGH MOBILIZATION TO IT

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you both will learn something

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NET RESULT IS A COMPLETE CHANGE OF YOUR MARKETING

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THE LEARNING CURVE

UNCONSCIOUS INCOMPETENCE

CONSCIOUS INCOMPETENCE

CONSCIOUS COMPETENCE

UNCONSCIOUS COMPETENCE

"I don't know that I don't know how to do this."

"I know that I don't know how to do this, yet."

"I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious.

"What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it.

SOURCE: http://processcoaching.com/fourstages.html

Work on mobile with IT this way: They understand this process. It’s about starting simple and learning.

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Follow their process

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HILTON STARTED HEREAND ARE

NOW HERE

TIMELINE - TWO YEARS

THE CASE FOR THIS LEARNING CURVE

HISTORY• Hilton needs mobile site• IT uses a “screen scraping” technology

(6 weeks to execute)• Gets to market quickly• Marketing learns what their customers

really want• IT looks at more viable solutions• API’s are created to service mobile• New site gets created

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The case study for this kind of process. The left is what makes 56% of you to think operations does not understand you. It’s not true though. This is the IT process

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SMARTPHONES DOMINATE NOWsimple 4 years ago simple today

Responsive Design will be an evolution not the final destination of good mobile

Sunday, June 16, 13

The same thing is happening all over again. Responsive Design has been hailed as the savior for marketers. It’s not: WD by itself does not address the differing content strategies for device based on context (time, location, user, etc.). It is however a great evolution. Certainly better than what is on the left

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THE POINT:

START SIMPLE. WORK WITH IT AND YOU WILL BECOME AN UNCONSCIOUS EXPERT IN NO TIME

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The point is. We all have to crawl before we can run. Nobody becomes a black belt over night.

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GOOD PLACE TO START(apply marketing technique to operations)

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So back to those good places to start.

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MARKETING LEARNS OPERATIONAL CHALLENGES

IT LEARNS VALUE OF MARKETING

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• Desktop bound applications

• Mobile users who can’t connect to those applications

• General hatred of those applications by employees

• Disparate number of discrete systems that can’t talk to each other

ENTERPRISE CHALLENGES

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look at what you want to change internally

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1.Surveys2.Ideations3.Geo location of employees4.inventory management5.Claims processing6.Expense reporting

7.Intranets8.Benefits9.Feedback10.Medical

11.SOCIAL

GET MORE OUT OF YOUR EMPLOYEES THROUGH CUSTOM ENTERPRISE APPLICATIONS

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focus on your consumers: People who work inside your company

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Rewarding Millennials: embracing our future leaders• Leveraging behaviors Millennials are

familiar with, comfortable with to increase productivity• Checkins• Time sheets through text messaging• Location

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Think about what Millennials need. They were born digitally and they don’t understand why everything is not digital.

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1.Connectivity through: USB, bluetooth 3G, and WiFi

2.Strong OS

1.Developer ecosystem

2.apps apps apps

3.Familiar user interfaces and behaviors

BENEFITS: GENERIC POWER

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Keep your projects generic. Focus on creating tools that can be leveraged across your internal eco-system: Don’t create islands.

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CONTACT:Gene Keenanhello@thecollectivefactory.com415-218.7369

http://www.thecollectivefactory.com

FOR MORE PRESENTATIONS:http://www.slideshare.net/genekeenan1/presentations

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Thanks for looking and be sure to check out the other presentations

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