It is important to integrate feedback opportunities into consumers’ preferred environments – that, more and more, start with online networks, social media and mobile devices. Hear of recent advancements and practical applications of new technologies to access and engage audiences through smartphone, Facebook and mobile web apps.

1. MEETING RESPONDENTS IN
THEIR NEW “HOMES”
Alex Osbaldeston, Radu Immenroth
Mobile Research Conference, 17 April 2011, London
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2. MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity?
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3. 1
MEGATREND: SOCIAL
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4. FACEBOOK POPULATION VS. COUNTRIES
660
Source: Techworldsz, 2011
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5. 40% OF US FACEBOOK`S USERS ARE AGE 35+
Age 35+
Source: iStrategyLabs, 2010
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6. US USERS SPEND 3X MORE MINUTES ON BLOGS &
SOCIAL NETWORKS THAN ON EMAIL
906
Source: Nielsen NetView, 2010
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7. EMAIL USAGE IS ON THE DECLINE
Source: Comscore, 2011
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8. 200 M AMERICANS ARE ON “DO NOT CALL LIST“
Source: FTC, 2010
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9. 1 2
MEGATREND: MOBILE
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10. SOCIAL AND MOBILE ARE LINKED TOGETHER
Social networking is accelerating growth of mobile
…and vice versa
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11. Source: Flowtown, 2010a
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12. Source: Flowtown, 2010b
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13. THE RISE OF FACEBOOK MOBILE
2009 2011
250M users 660M users
mobile 2X as
active
65M 250M
mobile mobile
users users
Source: Facebook, 2011, Techworldsz, 2011
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14. PARADIGM CHANGE
From „always on“ to „always in touch“
From recall to “moment of truth”
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15. MEGATRENDS: SOCIAL & MOBILE
Complexity?
Confusion?
Opportunity!
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16. 1 2 3
SOCIAL INSIGHT CONNECT
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17. • Fictional company
• Manufacturer of outdoor apparel
and equipment
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21. YOU DECIDE WHICH DATA WILL BE INTEGRATED
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22. APPEND FROM / ADD TO YOUR OWN DATABASE
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25. MEASURE KEY PERFORMANCE INDICATORS
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27. FANS MANAGE INCENTIVES WITHIN FACEBOOK
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29. COMPARING FANS WITH YOUR CORE TARGET
Basic Target Group Facebook Fans
Willingness to recommend
Likability
Purchase Intention
Customer Lifetime Value
Customer Satisfaction
Category Spending
Customer Profit
Loyalty
Difference illustrates the value
of a Facebook fan
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30. 30
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31. 1 2 3 4
MOBILE CHANNEL
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32. SMARTPHONES
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33. SMARTPHONES
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34. EXAMPLE: TICKBOX
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35. MOBILE MARKET IS HIGHLY FRAGMENTED
Don„t forget non-smartphones!
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36. NON-SMARTPHONES: SMS + MOBILE WEBSITE
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37. MEGATRENDS: SOCIAL & MOBILE
Face Complexity!
Accept Confusion!
Take Opportunity!
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38. THANK YOU!
ANY QUESTIONS?
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39. 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].
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