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Mobilised socialised: macro and micro view of mobile barney loehnis

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Mobilised socialised: macro and micro view of mobile barney loehnis

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Here I look at some of the macro implication of mobile - on how it is transforming society and different aspects of our life like eduction, health and empowering rural communities.

If small and under resourced groups can be so innovative, why is it that brands and marketing?

IN the second part we look at micro mobile and how brands can leverage its potential to drive services and communications.

Here I look at some of the macro implication of mobile - on how it is transforming society and different aspects of our life like eduction, health and empowering rural communities.

If small and under resourced groups can be so innovative, why is it that brands and marketing?

IN the second part we look at micro mobile and how brands can leverage its potential to drive services and communications.

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Mobilised socialised: macro and micro view of mobile barney loehnis

  1. Barney Loehnis - @barneylo Social Mobilised ....broadcasting to the world from your palm Mobile Socialised& The world in the palm of your hand.... 1
  2. Part 1. Macro Impact on society: communities & enterprises Part 2. Micro Impact on individuals: relationships with people and brands 2
  3. Brands fail to understand the scale and scope of the mobile & social opportunity 3
  4. You might think MOBILE is about THIS 4
  5. 5
  6. 6 6
  7. 7 It is not about devices. Mobility has changed the way that we interact & manage our lives “Mobility  is  about  the  empowered  consumer  in  control  of   their  world” 7
  8. 8 So is (m)obile NOT (M)OBILITY 8
  9. You might think SOCIAL is about THIS... 9
  10. 10 10
  11. 11 LIFE-STREAMING BROADCASTING 11
  12. 12 The impact of Social media has changed the actual way we view socialising with people 12
  13. 13 In China people bond online first, then they meet in person offline. 13
  14. 14 So is (s)ocial NOT (S)OCIAL 14
  15. SOCIAL and MOBILE are more about this: 15
  16. consumer what is desirable? motivation why? technology what is possible? feeling like, affinity mind need, want? physical ability, skill 26 SOCIETY PEOPLE & 16
  17. Emancipation of Consumer through CONNECTEDNESS 17
  18. 18 18
  19. 19 19
  20. Learning Credentialing Socialising Symptoms Diagnostics Treatment Maintenance Market prices Microfinance Efficiency Sustainability Emancipation COMMERCE HEALTH EDUCATION GOVERNMENT COMMERCE INFORMATION EMPLOYEES INTERACTION SOCIETY BRANDS IMPACT 20
  21. 21 Mitra Sugata’s “Hole in the Wall” project... and “School in the clouds” is disrupting education 21
  22. 22 $100 $40 The affordability of devices will change the way we use them 22
  23. 23 Khan Academy - amazing online education YY.com - music, gaming & aspiring educationalists 23
  24. 24 In ChongQing they are building a health cloud to provide medical resources 24
  25. 25 10% increase in connectivity = +1.25% in GDP 25
  26. Lanzhou  university    hospital  build  up     telemedicine  hd  video  system The  Internet  of  things  system  of  remote   intelligent  medical  service  to  expand    in  wuxi  city Nanjing  enabled  the  first  home  pension  remote   management  service  pla?orm Chongqing  use  the  telemedicine  technology  to   pilot  the  health  blood  pressure  project   Numerous initiatives are improving basic care 26
  27. 27 China Mobile’s Wireless city is emancipating millions of farmers across Xinjiang 27
  28. Farming  Job  opportuni7es Daily  MMS  for  farming    weather  forecast Market  prices  for  agriculture  trade  and  commerce e-­‐magazine  on  finance  for  farmers Rural  lifestyle  MMS  provider Nongxintong - the “eyes & ears of farmers” 28
  29. mPowering Action Mobile Social Entreprenuerialism 29
  30. If they can.You can. 30
  31. 31 BUILD END TO END COMMUNICATIONS DEVELOP SERVICE EXTENSIONS CREATE LIFESTYLE PLATFORMS IMPROVE SUPPLY CHAIN MANAGEMENT LEVERAGE FOR INSIGHT & DATA EVOLVE THE ENTERPRISE SYSTEM OF SYSTEMS Look for the BIG opportunity for Brands 31
  32. Part 1. Macro Impact on society: communities & enterprises Part 2. Micro Impact on individuals: relationships with people and brands 32
  33. Brands fail to understand how to design expereinces with mobile and social at the core 33
  34. Everything digital has a Social fingerprint All content, Always On, Transactionable Digital [In]fused into our lives All actions are measurable THE CATALYST THE FUEL THE BACKBONE THE BRAIN Digitised Socialised Mobilised Datarised 34
  35. Mobile  is  like  the  “bloodline”  that  connects  the  faceless  emotions  that   run  deep  across  different  moments  in  time.  Mobile  is  the  back  bone  of  communications  and  services. 35
  36. ACTIVE PASSIVE Searching, Seeking, Booking, Transacting, Selecting, Organising Sharing, Posting, Check-in, Redeeming, Associating, Broadcasting Reading, Awarded, Browsing, Receiving, Watching, Purposelessness Read, Viewed, Gaming, Located, Logged in, Performing Push Pull 2. Selected Interaction 4. Digital Footprint 1. Specific Outcomes 3. Vague Outcomes There are FOUR consumer states of interaction 36
  37. 1. Obsess over people’s relationships & behavioural nuances PEOPLE & RELATIONSHIPS 37
  38. Tasuku & Muu 38
  39. Understanding people’s social motivations is crucial to understanding and predicting their behavioural response The Oversharer The Wannabe Photographer The Joker The Unabashed Promoter The First Word The Lonely Heart The Retweeter The Nerd The Last Word The News Reader YOU 39
  40. Twitter Staying in touch with your friends Social way: instant messaging , LBS Relationship between: acquaintances , strangers Users: more than 250 million Hold-to-talk: the widely welcomed walkie-talkie function for users who prefer to leave a quick instant voice message rather than text. 1 Moments are more like Path, which is a narrow way to socialize with selective friends. 2 “Shake” to add a friend who is also shaking around you. 3 Wechat / Wexin ... finding new ways to interact ... 40
  41. Mamabear Footprints Find My Kids ~ Footprints Keep track of children's whereabouts friends can locate each other even managers can track employees set up Geofences, like school be notified when fences are crossed. ... stalking the people you deeply love... ...or simply digging deep to find love... 41
  42. 2. Craft and polish the relevancy and single minded purpose CONTEXT: WHERE, WHAT, WHY 42
  43. C.A.P.T.U.R.E for relevance and value Contextual Always on Placely Timely Useful Remarkable Effortful relevance value 43
  44. Airbnb Meet and Seat: KLM Want to find out who will be on your KLM flight? With Meet & Seat you can view other passengers’ Facebook or LinkedIn profile details and see where they’ll be sitting – long before your flight leaves the ground. Get close and personal to those with similar interests 44
  45. 3. Identify opportunities across the consumer journey CONNNECTIVITY = MOMENTS + MOVEMENTS 45
  46. MOBILE MOMENTS DELIVER RELEVANCY & INTIMACY via CONTEXT MOBILE MOVEMENTS UNLOCK VALUE THROUGH PERVASIVE CONNECTIVITY Mindsets What people want Motives Why people need Functional & emotional Insights Based on milli seconds Decision Architecture Single minded Surprise Enterprise & E2E SystemsServices Utility & Transactions Pervasive Connectedness Systemic Mobile End-to-end Enterprise Predictability 46
  47. Connected Commerce - one bite at a time Mogujie and Meilishuo 47
  48. ... streaming every interaction and experience. 48
  49. 34%$ 23%$ 15%$ 9%$ 13%$ 26%$ 49%$ 9%$ 9%$ 18%$ 13%$ 14%$ 8%$ 6%$ 6%$ In-store activity Source: Mobile Life F3; Use of mobile to purchase or research Base: BAT markets. Those purchased or researched in last 12 months aged 19+, 1793 Online research while at home Read independent product reviews Check what others are saying about the product via SNs Receive a special deal by interacting with an advertisement (e.g. taking a photo, winning a competition) Receive updates from nearby shops/places of interest Online research while in the store To compare prices Take notes of product details in-store Scan QR codes to receive more information on the product Scan the barcode and receive more information on the product To redeem a coupon received by email, downloaded from a site, or saved on phone Scan a barcode to pay for the product Scan a QR code to pay for the product Pay for a product by touching phone against a sensor Buy products from group buying sites (e.g. Groupon) Mobile is used across the consumer journey 49
  50. Innovation Interaction Marketing Loyalty Commerce Engagement AR @ retail retail shopping behavior Sales tool @ retail branded App SMS QR code mobile media cooperation mobile search Integration SNS sharing club App scan product barcode Sample requests Member service Loyalty points coupon link to mStore LBS coupon mCommerce component QR code mobile site weixin campaign mobile beauty content TV/MagazineAd weixin m obilesearch mobile media @ retail mobilesite 6 building blocks core commerce channel (counter) touch points BRAND @RETAIL Identify every “moment” and “movement” COSMETICS 50
  51. 30 Moments 6 Movements 1 3 4 7 8 2 6 12 35 18 30 11 26 29 36 23 24 28 27 16 15 14 13 10 25 31 32 33 34 17 9 19 21 5 22 20 Identify every “moment” and “movement” TRAVEL & HOTEL 51
  52. SUMMARY #1 Obsess over people’s relationships & behavioural nuances #2 Craft and optimise the interaction relevancy & single purpose #3 Seek mobile “moments” & “movements” across journey 52
  53. 53 contact: barney.loehnis@ogilvy.com For a copy of the presentation @barneylo 53

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