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Social is mobile and often mobile is social.In the creative mix of social media and the mobile channel brands and products can establish themselves and become relevant to consumers.This presentation is about social media and mobile use, with fresh statistics of use in Denmark, creative social+mobile concepts and models for marketers orchestrating multichannel presence, services and messages considering both consumer journeys, digital platforms and market communication.
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Mix Mobile and
Social Media
– and take part in
the conversation
Rikke Rømer and Simon Kibsgård
@FrkRoemer @SimonKibsgaard
Rikke Rømer
Simon Kibsgård
You at #morgenbriefing
@FrkRoemer @SimonKibsgaard
Agenda: Mobile + Social
1. How we use it
2. How marketers use it (cases)
3. How you can plan for it
4. Some low hanging fruits.
@FrkRoemer @SimonKibsgaard
Mobile & Social - is it connected?
No Social without mobile Mobile without social?
@FrkRoemer @SimonKibsgaard
Social Semantic: Danes well ahead
@FrkRoemer @SimonKibsgaard
How we use mobile + Social
@FrkRoemer @SimonKibsgaard
Global social media statistics
500 million active Facebook users 30 billion pieces of content is shared on Facebook per month 200 million registered accounts on Twitter as of January 2011 110 million tweets are sent per day on Twitter 200 million views of YouTube via mobile per day
@FrkRoemer @SimonKibsgaard
Social media statistics - Denmark
2.7 million have an active Facebook profile 100.000 have a twitter profile 815.000 create content/ upload pictures with the intent to share 200.000 use other social media network sites 1.6 million downloading games, watching music, videos, movies …
@FrkRoemer @SimonKibsgaard
Social media behavior
Me, myself & I.
Entertainment
What's in it for me?!
@FrkRoemer @SimonKibsgaard
The F-factor
@FrkRoemer @SimonKibsgaard
The F-discovery
@FrkRoemer @SimonKibsgaard
The F-rated
@FrkRoemer @SimonKibsgaard
The F-feedback
@FrkRoemer @SimonKibsgaard
The F-together
@FrkRoemer @SimonKibsgaard
The F-me
@FrkRoemer @SimonKibsgaard
Mobile Platforms. The real rise of
the multichannel web
In 1983, the first commercial wireless call was placed with a Motorola DynaTac. The phone cost $3,995, almost 2 kilo and was 25 cm tall + antenna.... 1987
@FrkRoemer @SimonKibsgaard
Mobile Platforms. The real rise of
the multichannel web
@FrkRoemer @SimonKibsgaard
12% 13%
0%
51%
23%
0%
10%
20%
30%
40%
50%
60%
iOS Android WindowsPhone 7
Nokia Andre
Mobile Platform disitribution in Denmark (March 2011)
18
@FrkRoemer @SimonKibsgaard
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
15-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 Alder60+
Smartphone Penetration in Denmark by age (March 2011)
19
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Smartphone Users All
Bought Something With Mobile in Denmark (March 2011)
SMS tickets Mobile Apps Ringtones
20
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard
75% turn to their mobile device to check out product details
17% would rather ask the store staff 49% browse the mobile web while watching TV
Mobile is everywhere
but still hard to unlock
@FrkRoemer @SimonKibsgaard
0%
2%
4%
6%
8%
10%
12%
14%
Facebook Twitter LinkedIn YouTube Other
Danes Using Social Media via Mobile (March 2011)
22
Smartphone are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Status messaging Sharing pictures Sharing Links Reading othersupdates
"Liking" mobile appsor websites
Other
When Danes are using Social Media via Mobile – Which features? (March 2011)
Share of men Share of women
23
@FrkRoemer @SimonKibsgaard
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Iphone Android All
What Else Are Danes Using Mobile Phones for? (March 2011)
Surfing the Internet
Social Media
Checking in (eg. withFourSquare or FBPlaces)Playing games
Downloading apps
24
@FrkRoemer @SimonKibsgaard
How marketers use it
@FrkRoemer @SimonKibsgaard
Skanderborg Festival 2010
@FrkRoemer @SimonKibsgaard
Skanderborg Festival 2011
@FrkRoemer @SimonKibsgaard
Shake 'n' Donate
@FrkRoemer @SimonKibsgaard
Dunkin’ Donuts
@FrkRoemer @SimonKibsgaard
Color app
@FrkRoemer @SimonKibsgaard
ShoGoo
@FrkRoemer @SimonKibsgaard
FourSquare, FB Places & Deals
@FrkRoemer @SimonKibsgaard
Normann Copenhagen
@FrkRoemer @SimonKibsgaard
How you can plan
for mobile+ social?
@FrkRoemer @SimonKibsgaard
App Strategy
Social Media Strategy Direct Marketing
Strategy
Loyalty programme
Mobile Strategy
Digital Marketing Strategy
Marketing Strategy
What’s your strategy?
@FrkRoemer @SimonKibsgaard
Throwing stuff against the
wall has never been easier
Making it stick is still the harder part Presence Services Messages On many channels - and media
@FrkRoemer @SimonKibsgaard
The big questions
Customer centric How can you influence consistently on touch points consumers have (or could have) with your business?
System centric How do you manage your digital marketing ecosystem
Marketer centric How can you orchestrate campaigns, apps/services and your digital platform to increase customer engagement?
@FrkRoemer @SimonKibsgaard
Customer Centric
@FrkRoemer @SimonKibsgaard
Moment of
purchase
Initial
considerat
ion The Loyalty loop
Active evaluation
Post Purchase Experience
Trigger
Inspired by McKinsey
@FrkRoemer @SimonKibsgaard
Map your touch points throughout
the decision making journey
Initial
consideration
Active
evaluation
Moment of
purchase
Post purchase
experience
Touch
Point
01
Touch
Point 02
Touch
Point 03
Touch
Point 04
Touch Point 05 Touch
Point
06
Touch
Point 07
@FrkRoemer @SimonKibsgaard
TV The big campaign idea
Your Device
Optimized
Website
….will it fit digitally?
@FrkRoemer @SimonKibsgaard 42
Your Device
Optimized
Website
Mobile
App
You
Tube
Search
TV
Display
Radio
Inspired by Forrester
@FrkRoemer @SimonKibsgaard 43
CAMPAIGN ACTIVITY
CAMPAIGN ACTIVITY
CONSUMER
APP or SERVICE
APP or SERVICE
APP or SERVICE
Plan for increasing
engagement on a longer term
Inspired by R/GA
@FrkRoemer @SimonKibsgaard 44
Customer centric
Marketer centric System centric
@FrkRoemer @SimonKibsgaard
You’ve got to start somewhere
@FrkRoemer @SimonKibsgaard
78%
43%
22%
54%
0 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Users All
Danes Reading their Email on the Mobile Phone (March 2011)
Read all or most emails on the phone
Occasionally read mails on the phone
Never read mails on the phone
46
Smartphones are defined as Android, iPhone or Windows Phone 7
@FrkRoemer @SimonKibsgaard
Tak!
@FrkRoemer @SimonKibsgaard
#morgenbriefing
