Tim Reis of Google tells us how to get ready for the next big trends in marketing - social, local, mobile commerce: SoLoMoCo.
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The Future of Mobile: SoLoMoCo with Tim Reis
1. digital’s next five years
tim reis
head of mobile & social solutions, americas
treis@google.com
june 8, 2012 Google Confidential and Proprietary
2. digital’s next 5 years?
solomoco
social
local
mobile
commerce
Google Confidential and Proprietary
Google Confidential
3. 5 predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile powers commerce
4. mobile is mainstream, part 2
5. social is in everything
Google Confidential and Proprietary
4. 5 predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile powers commerce
4. mobile is mainstream, part 2
5. social is in everything
Google Confidential and Proprietary
5. mobile passes desktop w/in two years
global mobile vs. desktop internet population, 2007-2015
Mobile Internet Users Desktop Internet Users
2000
1600
global 1200
internet
users 800
(mm)
400
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Morgan Stanley Research, April 2010
Google Confidential and Proprietary
5 Google confidential
7. 79%
62%
of large online advertisers
do not have a mobile optimized landing page
40% of consumers
will abandon a bad
site experience to
visit a competitor’s
site
Google Confidential and Proprietary
7
8. mobile optimized sites work
efficiency 30% abandonment 53%
conversions 50% time spent 25%
howtogomo.com
Google Confidential and Proprietary
8
9. five predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile powers commerce
4. mobile is mainstream, part 2
5. social is in everything
Google Confidential and Proprietary
10. how to go lo-mo-co
1 in 3 mobile searches has local intent
• 61% call
• 59% visit
10 Google confidential 10
11. mobile changes the field
Of walk-outs influenced by
smartphone usage
Amazon.com
“The four walls of the
store have become
porous.”
Google Confidential and Proprietary
11 Google confidential
12. 5 predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile powers commerce
4. mobile is mainstream, part 2
5. social is in everything
Google Confidential and Proprietary
13. by 2015 mobile transactions will reach…
$1 Trillion
13 Google confidential
16. 5 predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile empowers commerce
4. mobile is mainstream, part 2
5. social is in everything
Google Confidential and Proprietary
17. mobile: tool /entertainment/personal/obsession
50% of US mobile subscribers have smartphones
3 feet or less 1 in 4 >500 years
from it use it in the bathroom of Angry Birds played daily
48%
3 in 4
79% of whom are looking for receive mobile coupons &
shop with it coupons offers
always on. always accessible. information on the go.
source: the mobile movement: understanding smartphone always connected.
consumers, april 2011; mobile insights, q4, 2011
Google Confidential and Proprietary
17 Google confidential
18. mobile works the entire funnel
online and/or
brand awareness audience engagement
offline conversions
Google Confidential and Proprietary
20. mobile/tablet searches peakIn TV Prime
Heavy Search by Pads, Mobile during primetime
TABLETS
Prime Time Peak
Suggests
TV
Multitasking
MOBILE
Prime Time Peak
DESKTOPS
Work Day
Google Confidential and Proprietary
OVERNIGHT MORNING AFTERNOON PRIME
21. 40% of
smartphone/tablet
owners use them daily
while watching TV
45% are viewing
unrelated content
42% are going to social
networking sites
Google Confidential and Proprietary
22. ads across all screens more effective in driving
brand awareness
74%
48% lift in
campaign
% correctly 50% recall
recalling Volvo
as brand
advertised
TV+
TV Only PC Video+
Phone Video+
Tablet Video
Google Confidential and Proprietary
source: Nielsen Multi-Screen Media Lab Study, Sep’11
23. 5 predictions for the next 5 years
and 5 things you can do about them NOW
1. mobile is mainstream
2. local is the battlefield
3. mobile powers commerce
4. mobile is mainstream, part 2 - branding
5. social is in everything
Google Confidential and Proprietary
24. connect all your +1’s across the web
sites
Google
+ page display
+your brand
search video
mobile
25. google+ page
Google Confidential and Proprietary
26. ripples v.2 allows you to see more than ever before
Graph depicting See Ripples for a
chronological URL or YouTube
journey of your post video by entering
and highlights top the URL here
influencers on the
way
Add top influencers
directly to your
Press play to circles from Ripples
watch how the
post spreads
over time
27. connect your page with google analytics
Google Analytics: to track
your page activity, simply
connect to Google Analytics
33. three things you can do now
Create a Share valuable Promote your
page & link it to content and hold page with badges
your site and ads Hangouts and offline
marketing
35. mobile scorecard
scorecard:
best practices & product adoption
mobile optimized site
mobile only campaigns
mobile specific ad copy
sitelinks
click-to-call/call metrics
click-to-download
adequate budget
bid to position 1/2
leverage mobile display
Google Confidential and Proprietary
35 Google confidential
36. staying ahead with your mobile strategy - mSearch
client’s progress and next opportunities for mobile success
optimize Expand Keyword
Coverage to match
Bid to positions 1-2 and
optimize budget
Build Mobile-only
for clicks: campaigns
Desktop
Utilize Mobile Ad Extensions
Opt-in to targeting
Tablets
Track and
Iterate on
strategy
and
conversions:
Create Mobile Optimized Track the full value of Mobile (mobile to store,
Site mobile to desktop, micro-conversions)
Google Confidential and Proprietary
37. staying ahead with your mobile strategy - mDisplay
client’s progress and next opportunities for mobile success
Track downloads and
optimize Extend campaigns optimize towards target
to AdMob and build conversion rate/CPD on
for Opt in out rich media AdMob
reach/engag mobile/tablets to Leverage video formats on
desktop mGDN YT Mobile
ement: campaigns
Track and
Iterate on
strategy
and
conversions/
downloads: Create Mobile Implement conversion
Optimized Site tracking on mobile sites
Google Confidential and Proprietary
38. more resources
www.themobileplaybook.com www.howtogomo.com
www.ourmobileplanet.com
Google Confidential and Proprietary
39. Thank you!
High res +1 buttons Morgan Knutson - 2/2/12
Questions?
treis@google.com
G+: tim.h.reis
Twitter: @tim_reis
LinkedIn: Tim Reis
Google Confidential and Proprietary
40. Appendix
High res +1 buttons Morgan Knutson - 2/2/12
Google Confidential and Proprietary
41. a great start
100 MILLION Google+ 30 day active users
50 MILLION Google+ daily active users
1M sites added the +1 button
5B +1 impressions/day
200+ updates since Google+ Trial launch in June 2011
Notas do Editor
Well.ca:100 app downloads in the first 3 hoursSold more Tide detergent in first day than entire previous month15% of well.ca’s purchases coming from mobile devices
Connect all your +1’s across the webBeforethe introduction of Pages, users were only able to recommend your individual web pages or ads. There was no way to recommend your brand as a whole. But today, we are beginning the process of centralizing all the recommendations -- which we call +1’s -- your business receives with Google. All your +1’s -- on your ads, search results, web pages, and Google+ Page - will be combined into one number. This mean that +1’s live beyond any one campaign. Your Page is an extension of your brand’s identity on the web. This allows you to extend the reach of your brand’s recommendations to all of the people come to Google everyday.
Bill Walton
How to get started Create your Page. Creating a page only takes a few minutes. Also, link your page to your site and campaigns.Next, share content that your followers will find valuable – hold Hangouts, create Circles. Finally, promote your Page by placing badges on your site and in your offline marketing by using “Circle us on Google+”
sitelinks - change to yellow - they are running on all the mobile brand campaigns, just not on the non-brandsplit out click to call and call metrics - CTC should be green and call metrics redclick to download - should stay red, but note that they don't have an app yetadequate budget - stays red...in Q3, 70% of their lost impression share was due to budgettablet only - change to yellow - these live in the main savings and checking (when it's on) accounts but should be expanded
The reaction to Google+ speaks to the need people have for a new way of sharingMillion of people joined within the first few days, making Google+ the fastest growing social networkWe’re excited, but this is still early days.