130801 imm conference hk
TRANSCRIPT
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Strategising for a Winning Mobile Social Formula
Ged Carroll, director: digital, social & interactive – Greater China region
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In this presentation • Overview of the Asia social mobile landscape • How mobile and social will affect other parts of the marketing mix • Mobile social marketing strategies - how they all come together • Consumer-oriented case studies of companies on mobile social networks
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Why we’re really here Globally 24 per cent of all media is consumed on a mobile device. Yet only one per cent of dollars are actually spent there – Bonin Bough, vice president of global media & consumer engagement – Mondelez International
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Social mobile landscape
istole thetv
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What does mobile mean?
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Hong Kong vs. the EU Attribute Hong Kong EU Difference Broadband 87%* 73%** 14% Mobile penetration 223%* 128%*** 95%
Mobile data / user / month
666.9MB* 527MB** 21%
LTE / 4G services Universal coverage, if not adoption*
Not all licenses awarded, networks roll out variable
-
E-commerce usage 62%**** 35%** 27%
*Government of Hong Kong **Eurostat service of European Union (2011) *** GSMA European Mobile Observatory 2011 **** Global Web Index
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Mobile and social
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
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Yes. It’s complex*.
*And that’s just an indicative rather than a complete map
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Mobile is dark social
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
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But not all social is mobile
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
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Mobile social applications
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
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The power of social apps Is this the world’s best phone? – Christian Lindholm (2007)
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Mobile social platforms
Mobile is social
Address book Dark social
SMS
Social platforms
Facebook*
CyWorld*
Mixi
LinkedIn*
IM
Yahoo! Messenger
QQ AIM
Locative
Jiapeng
Foursquare
Messaging Apps
Skype
Viber
WhatsApp Platforms
LINE KakaoTalk
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Understand your landscape • Lies, damned lies and analytics • Fragmented landscape • Technologies • Legal and regulatory • Business relationships • Socio-cultural aspects
• Too many innovative people*
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How mobile and social affect other parts of the marketing mix
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Where does mobile social marketing fit in?
Altimeter Group – Customer Hour Glass
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Where does mobile social marketing fit in?
Ask for advice
Read reviews
Check-in | Share news
Ask for help
Follow brand news | give advice Publish brand content | Amplify
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Do you mean social or socialised?
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Where does mobile social marketing fit in?
Socialised
Social
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Attributes • Immediate • Real-time • Contextual • Personal • Social nexus
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Mobile social marketing strategies – coming together
LeW
eb
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Starting point • Desk research and then market research • A platform is not a strategy • What’s the customer journey you want? • Mobilise what you already have • Think mobile first, not responsive when
creating new assets • Test & learn iteratively
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China Merchants Bank From message in a bottle to ‘social banking’
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Maeil on Kakao ‘Every Town’ • Engage &
entertain consumers
• Facilitate product trial
• Acquire for future EDM campaign
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Gamification|community management • Established rules • listening • Tasks (time limited) • Co-create, co-solve &
amplify • Rich content
• Recognition • Shout-outs • Leaderboards • Badges • Points
• Discounts • Integration across
channels
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Uniqlo on KakaoTalk • EDM • 2 million+
subscribers • Mix of in-store &
online calls to action
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Clarins on WeChat • EDM • Integration with
loyalty programme
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Disney WeChat character stickers • Increase
awareness and create positive sentiment toward characters
• Socialise on Facebook
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Case studies - videos
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Some links for more ideas • Bryan &
Stephanie Rieger of Yiibu - smart design thinking
• Onavo – interesting apps data
• GSMA – research • Wireless Foundry • WPP Reading Room
• Fjord – service design consultancy (now part of Accenture)
• Zocialinc – Southeast Asian social insights
• App Annie – mobile app download data
• Asymco – mobile platform analysis
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Any questions?
colinkinner