Mobile + Social: Connect, Curate and Sell
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Mobile and Social Connecting, Curating, and Selling Katrina Klier and Khody Golshan @KatrinaKlier @KhodyG
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Transcript of Mobile + Social: Connect, Curate and Sell
Mobile and Social Connecting, Curating, and Selling
Katrina Klier and Khody Golshan@KatrinaKlier @KhodyG
Marketing used to be so simple…
New product
Pump up the air cover
Add some offers
Sales grew!
Marketing messages delivered via advertising used to be a primary and trusted source of information.
Word of Mouth was localized and slow.
@KatrinaKlier @KhodyG #DMS2013
Trust of Information Varies…92% Trust
Earned Media
70% Trust Online
Customer Reviews
58% Trust Information on Company
Websites
36% Trust Online Video
Ads
33% Trust Online
Banner Ads & Mobile
Display Ads
36% Trust Sponsored
Social Media Ads
29% Trust Text Ads on
Their Phones
47% Trust Television
Ads
47% Trust Magazine
Ads
46% Trust Newspaper
Ads
Source: Nielsen http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/
@KatrinaKlier @KhodyG #DMS2013
Generating Reach to Create Connection, Trust…
>1B Users>600M Mobile
Avg 359 Friends
>520M Accounts>50% Mobile
40% of all Tweets are mobile
Blogs, Email, Phones
3.1M Email Accts>181M Blogs
85% Smartphones w/ browser
>2B Page Views/mo
10% more likely to buy
Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen
>200M Users WW
7M in Canada25% of Visits are
Mobile
@KatrinaKlier @KhodyG #DMS2013
Mobile by the Numbers
comScore Reports August 2012 U.S. Mobile Subscriber Market Share| Mary Meeker Internet Trends 5/30/2012 Nielsen Global Smartphone Insights, first half of 2012; Nielsen Mobile Insights, 2012
@KatrinaKlier @KhodyG #DMS2013
Over 75% of users send text message
53% download apps
52% access a browser
Nearly 40% access some form of Social Media
10% of the total global Internet traffic now goes over mobile phones
6 Billion mobile subscriptions worldwide with 75% of the world having access to mobile phones
Active global mobile app users now number 1 Billion, expected to reach 2.1B by 2016
South Korea, leads worldwide mobile ownership 99% & smartphone ownership 67%
Smartphone ownership is lowest in the U.S. among developed markets, reaching 61% by December 2012.
The Traditional Funnel…
• All about closing a sale• Once the customer started to use
the product, the conversation stopped
• No incentive for repeat purchase• No way for a customer to be an
active fan of the brand or products• Word of Mouth has hard to hear or
see
@KatrinaKlier @KhodyG #DMS2013
Open Content or Channels:
Reality, Delivery
Brand-Controlled Content or Channels: Expectation, Promise
Customer Conversations: Nonstop & Dynamic
@KatrinaKlier @KhodyG #DMS2013Source: Accenture, Serving the Nonstop Customer, 2012
Success in the Nonstop World
PersonalGenerate demand via targeted offers to drive consideration
Location and TimeLeverage geolocation capabilities to deliver location based offers, via out of home with QRs, location based services, or even TV
Pull in Social GraphsDrive end-user consideration by building advocacy, support and loyalty through social media engagement and pulling in individual Social Graphs.
Gauge and EngageDrive end-user consideration by building advocacy, support and loyalty through social media engagement and pulling in individual Social Graphs.
AccessibilityConnect via channels accessible from many places – PC, Tablet, Phone, TV, Kiosk…
@KatrinaKlier @KhodyG #DMS2013
Takeaways – Connect, Curate, Sell, Repeat
• Social and Mobile are a “digital town square”
• Everyone contributes content
• Media across the non-stop lifecycle
• Devices people use through their day@KatrinaKlier @KhodyG #DMS2013
