Mobile, loyalty & advocacy

Simon AndrewsFounder – addictive

Fixed phone?

The mobile web opens up new situationsfor business to connect with their customers

Fixed web?

Loyalty?

Advocacy?

People are in control

Old CRM• Opt in/ opt out• Direct Mail• a/b split• Mail everyone• Buy everything• .01% clickthrough

• Suspects/Prospects

• Brand in control

Old CRM• Opt in/ opt out• Direct Mail• a/b split• Mail everyone• Buy everything• .01% clickthrough

• Suspects/Prospects

• Brand in control

New Dialogue• Facebook Like• Twitter follow• RSS• App

• “Friends”• People in control

http://www.flickr.com/photos/mcazadi/2388418126/

Turning Strangers into Friends

Turning Friends into Family

Strangers

Acquaintances

Friends

Family

Mobile is social

Social is mobile

“Today around 37% of active users use Twitter on their phones. More than most other web services, but that should be 100%. There should be people using Twitter only on mobile, eventually. Twitter is built for mobile”

Evan Williams – CEO Twitter

Mobile gives us context

Precise Targeting is feasible

Men 18 – 24 & In Central London (postcodes W1, WC1, W2)& Between 9am and 4pm Monday to Saturday& Who have searched for sports content in last 28 days& And have a iPhone 3gs or Android phone

http://www.flickr.com/photos/myklroventine/3283063477/

http://www.dandad.org/awards08/entry.asp?entry_id=18031

Branded games work

Branded games work

10million downloadsTop game in 57 countries

Utility works

Tesco Wine utility

Amazon adds utility

Branded utility works

But must be thought through

Starbucks – payment & loyalty mechanism

Smart retailers are reengineering their

business

Opening up new opportunities

Couponing is still nascent

Things to think about

How do you earn a place here?

How can you use existing platforms?

Or should you clone one?

How do we reframe SMS as a dialogue?

How do we use advocacy

Connecting barcodes with reviews or green

credentials?

How do you

• Get introduced?• Join the conversation?• Learn about people?• Make the dialogue more

interesting?• Turn strangers into Friends and

Families?

addictive ideas

Solving Businessproblems

by Solving Customerproblems

Focused on mobileSupported by other digital channels

Mary Meeker – Morgan Stanley – April 2010

“Rapid Ramp of Mobile Internet usage will be a boon

to consumers &some companies will likely win

big (potentially very big)while many will wonder what

just happened”

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www.addictivemobile.com

simon@addictivemobile.com

@addictivemobile