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Presentation delivered in Amsterdam at the Mobile Convention 1st April 2010. More details at http://L0N.eu/mocoam
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LondonCalling.mobi
twitter @andrewgrill
When social meets mobile
Andrew Grill, Visible TechnologiesMobile Convention Amsterdam April 2010
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This time…it’s personal
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The Mad Men need to change their approach
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What’s wrong with this picture ?
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The advertising world has to change
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Ad avoidance
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The glittering allure of the mobile society
1. Mobile is personal – it is my media
2. Mobile is always carried – the city in my pocket
3. Mobile is always on
4. Mobile has a built in payment mechanism
5. Mobile is there at the point of creative impulse
6. Mobile can recount the audience
Source: Alan Moore http://bit.ly/m-allureNovember 2008 commissioned by Microsoft
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Bespoke mobile app for Smirnoff
bit.ly/smirnoffapp
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Branded Utility
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Branded experiences
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Barclaycard waterslide game
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Barclaycard waterslide game
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Social Media is demanding attention
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When social meets mobile
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Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate
why one choice is better than another choice.
Operations delivers.
Any gap between the two drives a conversation on the social Web.
Dave Evans bit.ly/nublack
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Social media is just like real life!
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Social + mobile = ?Not only what are you doing but where are you doing it
Value/Loyalty
Mobile Social
€
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Social + mobile = ?What's in it for me where I am right now?
Value/Loyalty
Mobile Social
€
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Foursquare – location meets social
€
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Could Foursquare be the next twitter?
€
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Foursquare ticks all the boxes
User generated location updates Permission based Loyalty component Share with and find your friends Statistics for advertisers and brands Competitive / game element Simple to access from your mobile
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Social media + loyalty
€
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Making money from mobile & social?
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Turn mashups into money
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Turn mashups into money
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Can we advertiseon social networks?
LondonCalling.mobibit.ly/4rules
Listen
Learn
Engage
Integrate
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Mobile Secrets
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Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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Informa /Ogilvy / Acision paper bit.ly/ad2020
“P&G spent just 0.17% of their advertising budget on mobile in 2008”
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Mobile secret #2
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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“Ultimately advertising must sell...or else”David Ogilvy
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Mobile secret #3
“Small is beautiful with mobile”
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The changing face of advertising
RE
LE
VA
NC
Y
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Mobile secret #4
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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Permission
Privacy
Preference
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Permissionpeople will decide what they see / receive / engage with
Privacy
Preference
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Permission
Privacypeople will decide where their data is and how it is used
Preference
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Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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twitter @andrewgrill
Follow me on twitter.com/AndrewGrillSlides http://bit.ly/sharegrill
email me via andrewgrill.com/contact+44 788 198 6694
Social Media & Mobilewww.LondonCalling.mobi
