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It is important to integrate feedback opportunities into consumers’ preferred environments – that, more and more, start with online networks, social media and mobile devices. Hear of recent advancements and practical applications of new technologies to access and engage audiences through smartphone, Facebook and mobile web apps.
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1Globalpark. Manage what matters.
MEETING RESPONDENTS IN THEIR NEW “HOMES”
Alex Osbaldeston, Radu Immenroth
Mobile Research Conference, 17 April 2011, London
Globalpark. Manage what matters.2
MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity?
3Globalpark. Manage what matters.
1
MEGATREND: SOCIAL
Globalpark. Manage what matters.4
FACEBOOK POPULATION VS. COUNTRIES
660
Source: Techworldsz, 2011
Globalpark. Manage what matters.5
40% OF US FACEBOOK`S USERS ARE AGE 35+
22.04.2011
Age 35+
Source: iStrategyLabs, 2010
Globalpark. Manage what matters.6
US USERS SPEND 3X MORE MINUTES ON BLOGS & SOCIAL NETWORKS THAN ON EMAIL
906
Source: Nielsen NetView, 2010
Globalpark. Manage what matters.7
EMAIL USAGE IS ON THE DECLINE
22.04.2011
Source: Comscore, 2011
Globalpark. Manage what matters.8
200 M AMERICANS ARE ON “DO NOT CALL LIST“
Source: FTC, 2010
9Globalpark. Manage what matters.
1 2
MEGATREND: MOBILE
Globalpark. Manage what matters.10
SOCIAL AND MOBILE ARE LINKED TOGETHER
Social networking is accelerating growth of mobile
…and vice versa
Globalpark. Manage what matters.11
Source: Flowtown, 2010a
Globalpark. Manage what matters.12
Source: Flowtown, 2010b
Globalpark. Manage what matters.13
mobile 2X as
active
THE RISE OF FACEBOOK MOBILE
2009
250M users
65M
mobile
users
2011
660M users
250M
mobile
users
Source: Facebook, 2011, Techworldsz, 2011
Globalpark. Manage what matters.14
PARADIGM CHANGE
From „always on“ to „always in touch“
From recall to “moment of truth”
Globalpark. Manage what matters.15
MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity!
16Globalpark. Manage what matters.
1 2 3
SOCIAL INSIGHT CONNECT
Globalpark. Manage what matters.17
• Fictional company
• Manufacturer of outdoor apparel
and equipment
Globalpark. Manage what matters.18
Globalpark. Manage what matters.19
Globalpark. Manage what matters.20
Globalpark. Manage what matters.21
YOU DECIDE WHICH DATA WILL BE INTEGRATED
Globalpark. Manage what matters.22
APPEND FROM / ADD TO YOUR OWN DATABASE
Globalpark. Manage what matters.23
Globalpark. Manage what matters.24
Globalpark. Manage what matters.25
MEASURE KEY PERFORMANCE INDICATORS
Globalpark. Manage what matters.26
Globalpark. Manage what matters.27
FANS MANAGE INCENTIVES WITHIN FACEBOOK
Globalpark. Manage what matters.28
Globalpark. Manage what matters.29
Willingness to recommend
Likability
Purchase Intention
Customer Lifetime Value
Customer Satisfaction
Category Spending
Customer Profit
Loyalty
Difference illustrates the value
of a Facebook fan
Basic Target Group Facebook Fans
COMPARING FANS WITH YOUR CORE TARGET
Globalpark. Manage what matters.30
31Globalpark. Manage what matters.
1 2 3 4
MOBILE CHANNEL
Globalpark. Manage what matters.32
SMARTPHONES
Globalpark. Manage what matters.33
SMARTPHONES
Globalpark. Manage what matters.34
EXAMPLE: TICKBOX
Globalpark. Manage what matters.35
MOBILE MARKET IS HIGHLY FRAGMENTED
Don„t forget non-smartphones!
Globalpark. Manage what matters.36
NON-SMARTPHONES: SMS + MOBILE WEBSITE
Globalpark. Manage what matters.37
MEGATRENDS: SOCIAL & MOBILE
Face Complexity!
Accept Confusion!
Take Opportunity!
Globalpark. Manage what matters.38
THANK YOU!ANY QUESTIONS?
Globalpark. Manage what matters.39
REFERENCES
• Facebook, 2011. Available [online] at: http://www.facebook.com/press/info.php?statistics [Accessed
18 April 2011].
• Flowtown, 2010a. Available [online] at http://www.flowtown.com/blog/rise-of-facebook-mobile
[Accessed 18 April 2011].
• Flowtown, 2010b. Available [online] at http://www.flowtown.com/blog/how-important-are-apps
[Accessed 18 April 2011].
• iStrategyLabs, 2010. Available [online] at http://www.istrategylabs.com/2010/01/facebook-
demographics-and-statistics-report-2010-145-growth-in-1-year/ [Accessed 18 April 2011].
• Techworldsz, 2011. Available [online] at http://techworldsz.blogspot.com/2011/04/facebook-users-
statistics-total-number.html [Accessed 18 April 2011].
• Nielsen NetView, 2010. Available [online] at http://blog.nielsen.com/nielsenwire/online_mobile/what-
americans-do-online-social-media-and-games-dominate-activity/ [Accessed 18 April 2011].
• Comscore, 2011. Available [online] at http://www.dreamgrow.com/tag/comscore/#axzz1KGZHUbGJ
[Accessed 18 April 2011].
• FTC, 2010. Available [online] at http://www.ftc.gov/opa/2010/07/dnc.shtm [Accessed 18 April 2011].
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