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The speed of technology innovation means the world changes every Tuesday. Does the concept of a 'business plan' still make sense? This presentation looks at 5 tactics to update your planning for a digital age, focusing on a "pilot and play" approach. Includes case studies.
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LEARNING TO SEE THROUGH MOBILE TINTED GLASSESRenate Nyborg, Global Director of Mobile
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I’m @renatefrom Edelman
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NOT THIS
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OR THIS
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We’re not in Kansas anymore...
Tweet me! I’m @renate THE WORLD CHANGES EVERY TUESDAY Tweet me! I’m @renate
Google Glass 3D printing
Pebble SnapChat
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THE QUESTION IS:
If the world changes every
Tuesday, can we still write a
‘business plan’?
HOWcan we plan ahead
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WHOshould do it
WHAThas changed
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WHAThas changed
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SPOT THE DIFFERENCE?
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THE INFLECTION IS COMING (INDIA 2012)
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60%+ Facebook & Twitter
100% Instagram
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Google and search are at the very core of the
mobile experience
SEARCH IS MOBILE
1 in 4 Google searches
are on mobile
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0
17,500
35,000
52,500
70,000
Social Networing News Reference TV Guides Retail
TOTA
L A
UD
IEN
CE
44%
49%
58%
45%61%
FASTEST GROWING CONTENT CATEGORIES (2011 to 2012)
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95% of smartphone users conduct local searches
90% will act on their results within 24 hours64% of smartphone restaurant searches convert
within one hour
Source: Google Think Insights, October 2012
Tweet me! I’m @renate REACH NEW AUDIENCES
MOBILE
WEB
PERCEPTION REALITY
MOBILE
WEB
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BILLION6MOBILE IS EVERYONE Tweet me!
I’m @renate
Tweet me! I’m @renate MOBILE IS GLOBAL Tweet me! I’m @renate
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Tweet me! I’m @renate BRANDS DON’T RULE Tweet me! I’m @renate
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63%
37%
TOP 100 UK BRANDS
IN FACT, BRANDS ARE BEHIND
Optimised
Unoptimised
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83%
10%7%
ENGAGEMENT
74%
1%
25%
BUDGET
Print Mobile Other
AND THE GAP IS WAY TOO BIG Tweet me! I’m @renate
HOWcan we plan ahead
Tweet me! I’m @renate A NEW PERSPECTIVE ON BUSINESS
Tweet me! I’m @renate CAN WE STILL ‘PLAN’ BUSINESSES?Tweet me!
I’m @renate
Tweet me! I’m @renate LETS PLAN(T) SOME
SEEDS OF CHANGE
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Home Work
Shop Play
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Tweet me! I’m @renate KNOW YOUR AUDIENCETweet me!
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ARE YOU THINKING ABOUT THEIR LIFESTYLE OF MOBILITY?
Tweet me! I’m @renate LISTEN TO SIGNALSTweet me!
I’m @renate
Tweet me! I’m @renate PLAY AND PILOTTweet me!
I’m @renate
Tweet me! I’m @renate CASE STUDY: FACEBOOK ADSTweet me!
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UK BUDGET: £4,600
SPOT THE DIFFERENCE?
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500,000+ new Facebook fans300%+ increase in engagement
What is the ROI of social media?
Gee, I don’t know. Let’s find out using
MOBILE!
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I’m @renate
Tweet me! I’m @renate SEE THROUGH MOBILE GLASSES
Coeuis
Summly
Hailo
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Tweet me! I’m @renate THESE ARE OUR SEEDS FOR CHANGE
TREND SPOTTING
LISTEN TO SIGNALS
PLAY & PILOT
ENTREPRENEURIAL EMPLOYEES
A NEW PERSPECTIVE
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WHOshould do it
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OUR SERVICE OFFERING
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INSIGHT
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APPS
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Number 2 in food
Number 1 in news
PROMOTION
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TRAINING
Edelman Mobile Learning apps
Available May 2013
