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Strategising for a Winning Mobile Social Formula
Ged Carroll, director: digital, social & interactive – Greater China region
In this presentation • Overview of the Asia social mobile landscape • How mobile and social will affect other parts of the marketing mix • Mobile social marketing strategies - how they all come together • Consumer-oriented case studies of companies on mobile social networks
Why we’re really here Globally 24 per cent of all media is consumed on a mobile device. Yet only one per cent of dollars are actually spent there – Bonin Bough, vice president of global media & consumer engagement – Mondelez International
Social mobile landscape
istole thetv
What does mobile mean?
Hong Kong vs. the EU Attribute Hong Kong EU Difference Broadband 87%* 73%** 14% Mobile penetration 223%* 128%*** 95%
Mobile data / user / month
666.9MB* 527MB** 21%
LTE / 4G services Universal coverage, if not adoption*
Not all licenses awarded, networks roll out variable
-
E-commerce usage 62%**** 35%** 27%
*Government of Hong Kong **Eurostat service of European Union (2011) *** GSMA European Mobile Observatory 2011 **** Global Web Index
Mobile and social
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
Yes. It’s complex*.
*And that’s just an indicative rather than a complete map
Mobile is dark social
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
But not all social is mobile
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
Mobile social applications
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
The power of social apps Is this the world’s best phone? – Christian Lindholm (2007)
Mobile social platforms
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
Understand your landscape • Lies, damned lies and analytics • Fragmented landscape • Technologies • Legal and regulatory • Business relationships • Socio-cultural aspects
• Too many innovative people*
How mobile and social affect other parts of the marketing mix
Where does mobile social marketing fit in?
Altimeter Group – Customer Hour Glass
Where does mobile social marketing fit in?
Ask for advice
Read reviews
Check-in | Share news
Ask for help
Follow brand news | give advice Publish brand content | Amplify
Do you mean social or socialised?
Where does mobile social marketing fit in?
Socialised
Social
Attributes • Immediate • Real-time • Contextual • Personal • Social nexus
Mobile social marketing strategies – coming together
LeW
eb
Starting point • Desk research and then market research • A platform is not a strategy • What’s the customer journey you want? • Mobilise what you already have • Think mobile first, not responsive when
creating new assets • Test & learn iteratively
China Merchants Bank From message in a bottle to ‘social banking’
Maeil on Kakao ‘Every Town’ • Engage &
entertain consumers
• Facilitate product trial
• Acquire for future EDM campaign
Gamification|community management • Established rules • listening • Tasks (time limited) • Co-create, co-solve &
amplify • Rich content
• Recognition • Shout-outs • Leaderboards • Badges • Points
• Discounts • Integration across
channels
Uniqlo on KakaoTalk • EDM • 2 million+
subscribers • Mix of in-store &
online calls to action
Clarins on WeChat • EDM • Integration with
loyalty programme
Disney WeChat character stickers • Increase
awareness and create positive sentiment toward characters
• Socialise on Facebook
Case studies - videos
Some links for more ideas • Bryan &
Stephanie Rieger of Yiibu - smart design thinking
• Onavo – interesting apps data
• GSMA – research • Wireless Foundry • WPP Reading Room
• Fjord – service design consultancy (now part of Accenture)
• Zocialinc – Southeast Asian social insights
• App Annie – mobile app download data
• Asymco – mobile platform analysis
Any questions?
colinkinner
