Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012

© Copyright 2012 Daniel J Edelman Ltd.

Renate Nyborg, Director of Mobile, Edelman

@renate

Using Social-Mobile Media for Consumer Marketing

We help brands improve their sales, brand messaging, customer loyalty, and stakeholder engagement in order to achieve a range of business objectives.

We have channel specialists in PR, digital, social, search and mobile, and will help you convert opportunities specific to your industry or target demographic.

Including the opportunities that arise from 6 billion mobile phones...

At Edelman, we help brands leverage the way people use technology on the move...

© Copyright 2012 Daniel J Edelman Ltd. Tweet me @renate | Mail me [email protected]

FROM INTERUPTON THE ENGAGEMENT

“The biggest mindset change for our marketers is realizingthat mobile is not simply just another line item on the

flowchart. As we evolve our Communications approach froman interruption to engagement, whereby we leverage Paid,

Owned and Earned channels, it’s clear that mobile is the keyenabler within this framework. We have built Billion dollar

brands on the back of TV, but moving forward, our next Billion dollar brands will be powered by mobile.”

Jay Altschuler Director of Global Media Innovation, Unilever

mailto:[email protected]



Every single one of our clients is already mobile

• 58% of US tablet owners consume world, national or local news on their devices, with 1 in 4 consuming this content on a near-daily basis

• More than half of Facebook and Twitter engagement is on mobile, and it’s already the number 1 media channel for most of China and India

• By 2014 more people will access the Internet from mobile devices than from desktop PCs

Tweet me @renate | Mail me [email protected]

Social-mobile media have fundamentally changed the way consumers behaveWe expect companies to listen when we publish our opinion (especially if we are complaining!)




This means we need to change the way we market to consumersIn the UK, 46% of smartphone owners have used their device for store-related shopping,

influencing 10% of electronics sales which is predicted to increase to 30% of sales by 2016.

What are you going

to do about it?

vs.




It’s more than just apps...

• Mobile is not defined by handsets, operating systems, apps or 1st, 2nd and 3rd screens

• It is about tapping into specific behaviours and situations, in order to solve problems and create competitive advantages for your business

• I will be talking about ‘mobile solutions’ - personal, local, instant, and seamless experiences that help us connect the dots between different parts of our life




What opportunities are you missing?

• “A mobile friendly website makes a potential customer 67 per cent more likely to stay on the site and make a purchase” (Google survey, August 2012)

• 95 percent of smartphone users who are conducting local searches. Of those, 90 percent of them will act on their results within 24 hours, while another 59 percent will visit a location

• These are behaviours that are not just emerging, they are real and you need to at least understand what your customers are doing


ARE YOU READY?




Most of our clients are NOT ready

90% of Fortune 500 companies do not have a mobile website

Many businesses are held back because of the wrong structure, or the wrong approach.

This session is about understanding what the opportunities are, what problems you can solve,

and how to convert those insights.vs.


1. Don’t make up a strategy, listen to data

• Ask your IT manager to check your web trends:

• What percentage of traffic is from mobile

• Smartphones vs. feature phones

• What are the 5 key actions e.g. email, purchase

• Audience demographics

• Operating systems

• Drop-off rate

• Etc

• If you’re a brand or corporation, drop me an tweet or email and we may be able to do a free ‘mobile health check’




Mobile Health Check

1. Edelman client audit

- What percentage of traffic is from mobile

- Smartphones vs. feature phones

- What are the 5 key actions e.g. email, purchase

- Audience demographics

- Operating systems

- Drop-off rate

- Etc

2. Create 2 page proposal

3. Send to client as a mobile website and physical print offer




2. Don’t just build a ‘small website’

• It’s very easy to just create a mobile friendly website (i.e. my website but just a bit smaller)

• Focus it on 2-4 key actions someone will want to take e.g. McDonalds:

• What can I eat?

• Where can I eat?

• Get I get a discount?

• I need a job!

• Leverage behaviours that will drive business KPIs for your business or industry for instance Interflora




3. Define your ‘mobile vocabulary’Mobile is our ACTION channel

• On a desktop website, it takes most visitors (70%) one week to act on a search — on mobile, it takes them one hour to act

• Tag content to service location and intent e.g. a good breakfast restaurant in Istanbul

• Think about situations e.g. it’s Valentine’s day....

• Think about your audience and the language they use




APP STORE MARKETING




The app store is a crazy place!

Less than 4% of the App Store Top 100 features Fortune 500 brands

Apps lose 96% of their audience within a year

24% of apps are only opened once




1. Define the benefits to your business

80% cost saving! Increase eCommerce, decrease store queues




2. Give people a reason to change their behaviour




3. Plan how you’ll get people to use it

Case study: GBP Loyalty App

• PR – Consumer and Corporate PR

• DIGITAL – Blogger Outreach, Email, Video, Social, Online

• IN STORE – Flyers, In store posters and ‘table talkers’




Redirect!




Social media!


People & places!




Promoted tweets




Marketing is not mathematics. There are no solutions, only experiments.

Hugh MacLeod



Thank you.

INFRA-STRUCTURE

LAUNCH

ENGAGE-MENT

IP & TOOLS

MARKETING

STRATEGY

Edelman is one of few agencies that

can manage the entire mobile life cycle

for you.

From strategy and build to app

marketing, engagement and

conversion, our global network of

resources brings powerful solutions to life to drive inspiration, actions and

purchase behaviour.

Email: [email protected]

Twitter: @renate



Documents

Using Social and Mobile Media for Consumer Marketing - Webit Congress 2012