Responsive Web Cross-Media and Mobile

@ADObjectsADObjects-Inc.com

CALMNESS AFTER THE STORM:Responsive Web

Cross-Media Strategy(Digital/Social/Mobile)

Matthew Snyder, CEO ADObjects-Inc | Founder, MXMEvents

http://ADObjects-inc.com@ADObjects

Today’s Story

The Storm 1) Social 2) Digital 3) Mobile

The Converging Landscape

The Calm Value Proposition ( 10 core reasons) The Responsive

Screen/ Convergence Strategy

A Concluding Case Study

LG Fashion Week


Digital

Digital Hand . Analog TouchMobile Cross-Media Strategies

Outdoor

Radio

TV

Print

Our Vision

0329 LM

0329 LM

0329 LM

Interactive

Focused Revenue Growth with Convergence Media-Mix “Touching Everything”


ADObjects, Inc.unded 2007New York | Tokyo | Vancouver

Responsive Agency

Launched

11.11.11

* Mobify based

*

*


The Sea Change: Convergence

Social

Mobile Digital?

You

Me World


Social (Collective Intelligence)


1 Main Social Network

Real Community and Sharing

Facebook found a way to bring some simplicity to this chaos for

marketersAlto Consulting ( Australia)


2X Shift Mindset over 1 Year

36%

>80%

2010 2011


Goal: Best Use Social Media to reach your Market/Customers (Social CRM)

Existing Social Media

Own Content

Market

(Facebook, MySpace, Twitter,

Linked-in, etc.)

(Blog, Website,

Applications)

Face to face

Phone /SMS

E-mail LetterFax

Website Business

PartnerPOS

SOCIAL CRM

(Tools) New Marketing Old Marketing

© ADObjects-Inc All Rights Reserved


Key Methodology: “Engaged Fans” (Fan CRM)

….Once Grow Fans, the key is to get them Engaged with your Brand


Usage:24 Min/ Day3.3 Times/Day

Source: ComScore

Facebook Mobile 1.5X Desktop

Facebook Mobile Facebook on PC

Usage:27 Min/Day2.3 Times/Day


Social Summary:Cross-Media Social CRM with Facebook

A Cornerstone to Marketing Strategy


DigitalWorld

(Screens)(Animating

the un-Animated)


Connected Screens are Exploding

…….and we are just at the tip of the iceberg on connected experiences

DOOH/ kiosks/etc…In-HomeDesktopNetbookTabletPhone

>10X Day

<10X Day>10X Week

>10X Week <10X Month

Access Amount (Private) Access Experience (Public)© ADObjects-Inc All Rights Reserved


Touch Points for Digital Displays

Times Square Digital Screens

Major Stadium Boards

Shops Display Cases

RentedRented or Owned Owned

Over Time and Cost Reduction

My Refrigerator

My Car Glass

My Mirror

Inven

tory

Valu

e/

Vie

wers

2011

What will it take before true ubiquity?



Screen Cross-Media “Convert w/NFC”



Screen Cross-Media “Engage TEXTING”~80% of guests recall seeing the

Signage



The Turning Point ( Purchase Moment)Interactive Glass at the Point of Sale


Digital Summary Connecting the Screen to build the Relationships= Revenue

( What is behind the screen is just as important)



Mobile(Personal & Every Moment)



525 Ｍｉｌｌｉｏｎ

~400 Ｍｉｌｌｉｏｎ

By 2013 the Worlds Internet Like the Ocean that surrounds

us!

• By 2013 ~2B Users Internet Around the World

• Mobile Internet Users passes Online 2010

• >700M Websites today Online

• Yet only Several 100K’s of Applications

Therefore

the Worlds Internet =

Mobile Internet© ADObjects-Inc All Rights Reserved


The Inflection Cross-Over is Here

http://ADObjects-inc.com@ADObjects24

Store82%

Sporting event36%

Doctor’s office55%

In plane14%

In church7%

Movie Theatre17%

(Smart Phones) Opportunity Cost or Lost: Extremely High Usage In-

Store

>60% of Smartphone users have done a

Mobile Search



The App: Must Have the Right Purpose

Brand Marketin

g

Engagement and Loyalty vs.



Mobile has Enabled the Flip the Funnel

Every Connected moment is a chance to communicate

(Sweet Spot for Apps)



The New Strategic Marketing ParadigmThe Customer Hourglass looks at the entire experience

Jeremiah Owyang ( [email protected] )

Tasti-D-Lite rewards brand advocates with

points that translate into free products

Kraft’s top selling iFood app keeps

cooks coming back w/ recipes, coupons, &

sharing features

Delta flyers board with e-

boarding passes


Would your business survive if your Web Site was Down?

Not having a the right mobile web strategy is like having your site down

1~2 Days of the week ( >20% Access)



1) Poor Mobile Presence (Website=Mobile)

1) Search for Beyonce

* Or click on a shared SNL link on Twitter, Facebook or DIGG

2) >1Minute to load

End-User can not even get to a proper usable page !

3) Non-Working Website(This would piss me off, if I was Beyonce)

ADObjects, Inc © all rights reserved© ADObjects-Inc All Rights Reserved


2) Silo’d Mobile Web Site

2) Mobile Site Home

3) Scroll Down

4) Scroll Down1) Search for info about SNL

* Or click on a shared SNL link on Twitter, Facebook or DIGG

5) Then get to an SNL Landing page only…..

End-User Needs 5-Actions to get to SNL Landing Page!

ADObjects, Inc © all rights reserved



Ah-ha Moment Calmness ( it all connects back to Ubiquity)

““Leaving money on the table”Leaving money on the table” by not by not LeveragingLeveraging

Core Revenue Generating Core Revenue Generating Web Assets to Web Assets to MMobileobile


Touching & Connecting Everything

Social

Mobile DigitalScreens

RESPONSIVE

WEB BASED

STRATEGY (HTML5)

LeverageEvery

Moment

The Connected Intelligence Animating

un-

animated

objects



Responsive Design and Strategy

Phrase Coined in 2010 by Ethan Marcotte in his Book- ( We at ADO like to call it CROSS-

SCREENING)© ADObjects-Inc All Rights Reserved


Example: BostonGlobe.com

This is a video of the Boston Globe site …. Grab your browser and Resize it



Responsive Web Design Fastest Growth!


Confidential Material

The Responsive WebValue

Proposition( 10 Core Reasons)



2) Social Link together: Exponential Discovery

1) Grow 2) Engage 3) Share 4) Viral

Shared Links Online-2-Mobile-2-Tablet is Exploding ( Fan-Engagement)

Facebook mobile users and that will likely hit over 50% by the end of 2012 (>500M)

Only Google attracts more USvisitors then the 45M Facebook gets per month on mobile web

30% of US mobile users access Facebook – over 64 million

“Like” Drives to Social

“Like” Drives to

Social



3) Apps: The Responsive Web to Deliver Apps

Best Method of App Discovery is via Web ( Mobile Landing Page or

Mobile Banner) WEB MUST BE FIRST

Best Method of App Discovery is via Web ( Mobile Landing Page or

Mobile Banner) WEB MUST BE FIRST



4) Avoiding Fragmentation | Compatibility Hell

All Android, iOS, Nokia, RIM Same browser = HTML5

Apps need to be re-releases for each different version of OS. Why deal with the costs each time Apple/Android/Blackberry/Microsoft, etc… launches new Version.

HTML5 is giving the experience of Apps, Convergence of all API’s ( Picture upload, link to internal apps, etc.. Will be coming by 2013. It is Google’s priority)

BlackBerry


Confidential Material

Website Notebook Tablet Smartphone

5) Cross-Screen Applications: Multi-view Integration

Confidential © ADObjects Inc, All Rights Reserved

HTML5 Apps is becoming Ubiquitous: Now possible

1X across multiple formats

HTML5 Apps is becoming Ubiquitous: Now possible

1X across multiple formats

(Example around Responsive Maps App)

Reference

Only


6) Cross-Platform ( HTML5 Ads) 1/2

Mobile is 6x more effective as a branding medium ( Insight Express)

Mobile Advertising has come a long way in technology of Rich-Media HTML5 Ad Units.

Selling online can be extended to offering an upsell opportunity for mobile! Engagement

Direct ResponseBranding Experiential



6) Cross-Platform ( HTML5 Ads) 2/2

Mobile is more then just Smart Phones. Rich

media Ad Units

Companies like Pandora, Amazon created HTML5 Web Apps

Interactive Content Rich-Media HTML5 Ad Units extend to iPad



7) Holistic CRM/ One Data-base ( i.e. Boston Globe

Digital Subscriber)

Business models for Publishers Evolving Cross-Media

sms,email,social crm

Does not matter where you sign-up, Access everywhere

Can lead some unique Freemium models as well as ARPU calculations cross-platform

Social Widgets are also pervasive



8) Contextual UI ( Location, Time, Behavior)

Different optimized Layouts for different screens ( Leveraging different style sheets )

Guide Board/ MenuTabletMobile

© ADObjects-Inc All Rights

Reserved


9) Rich User Experiences Work ( Video)

Rich Media with Social Sharing work Across Screens

Safetyathome.com ( UL) UI Example



10) Pulling together the Cross-Screen Data: Analytics

Put your resources and time into the Analyticsbit.ly/100ways ( 100 Ways to Measure Social media)

By David Berkowitz, 360i


Concluding Case Study

Video of LGFashionweek.ca



Simply: Calmness after the storm

ThinkResponsiv

eWeb


Summary: Pulling it all together

CMS Data-AnalyticsCRMeCommerce Solutions

Connect

Retail/

POS/ Inventory/

Logistics/

Systems

Connect to Cloud and

HTML5

Web Solutions Systems

Smartphone Tablet Desktop ( Website)

Digital-In-StoreDigital-Outdoor

Web Based/ Cloud System © ADObjects-Inc All Rights Reserved

@ADObjectsADObjects-Inc.com

[email protected]

http://ado.cm mobile responsive web solutions

Responsive Web Cross-Media and Mobile

Technology

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