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Transcript of Meeting respondents in their new "homes" of mobile phones and social networks - Globalpark (Mobile...
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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
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MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity?
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MEGATREND: SOCIAL
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FACEBOOK POPULATION VS. COUNTRIES
660
Source: Techworldsz, 2011
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40% OF US FACEBOOK`S USERS ARE AGE 35+
22.04.2011
Age 35+
Source: iStrategyLabs, 2010
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US USERS SPEND 3X MORE MINUTES ON BLOGS & SOCIAL NETWORKS THAN ON EMAIL
906
Source: Nielsen NetView, 2010
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EMAIL USAGE IS ON THE DECLINE
22.04.2011
Source: Comscore, 2011
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200 M AMERICANS ARE ON “DO NOT CALL LIST“
Source: FTC, 2010
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9Globalpark. Manage what matters.
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MEGATREND: MOBILE
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SOCIAL AND MOBILE ARE LINKED TOGETHER
Social networking is accelerating growth of mobile
…and vice versa
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Source: Flowtown, 2010a
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Source: Flowtown, 2010b
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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
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PARADIGM CHANGE
From „always on“ to „always in touch“
From recall to “moment of truth”
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MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity!
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SOCIAL INSIGHT CONNECT
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• Fictional company
• Manufacturer of outdoor apparel
and equipment
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YOU DECIDE WHICH DATA WILL BE INTEGRATED
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APPEND FROM / ADD TO YOUR OWN DATABASE
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MEASURE KEY PERFORMANCE INDICATORS
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FANS MANAGE INCENTIVES WITHIN FACEBOOK
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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
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MOBILE CHANNEL
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SMARTPHONES
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SMARTPHONES
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EXAMPLE: TICKBOX
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MOBILE MARKET IS HIGHLY FRAGMENTED
Don„t forget non-smartphones!
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NON-SMARTPHONES: SMS + MOBILE WEBSITE
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MEGATRENDS: SOCIAL & MOBILE
Face Complexity!
Accept Confusion!
Take Opportunity!
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THANK YOU!ANY QUESTIONS?
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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].