Multi chanell

1. Social Media & Mobile Strategies
in Digital World
Galit Fein
EVP & Office of the CIO Strategies
Senior Analyst

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Mobile
Reasons:
Y 2010 - Going Mobile

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Get Social
90%
70%

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Facebook
 40 M Facebook status updates
a day by 400 M+ users; +137% Y/Y
 65 M people use Facebook on a
mobile device (450K Israelis)
 40% of consumers “frended” a
brand on Facebook &/ or
MySpace
Source: Razorfish Digital Brand Experience Report 2009

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Twitter
Source: GigaTweet 11/2009
58 MM users; +1238% Y/Y
~25M tweets per day
44% of consumers who
followed a brand on Twitter
did so for actual transaction
48% of those who saw a brand
mentioned on Twitter did
research on that brand
Source: Razorfish Digital Brand Experience Report 2009
Source: Morgan Stanley

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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions
Start here:
Simple to do,
High value!

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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions

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Listening platforms

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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions

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Real time service

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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions

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What are we doing wrong?

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Amazon

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To Be Where Your
Customers Are
 3rd party virtual vendors are
accelerating financial services
& replacing traditional
providers (banks, brokers,
accountants…)

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Social Media Payments
From
Barter Currency Credit Cards
to Twitter???

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Traditional (Interruption) Marketing
Now can be filtered (digital cable recorder)
Mobile

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Permission Marketing
Do not push ads message to your consumers -
Let them to pull it from you!
The Crème Brulee Cart
Mobile

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The Crème
Brulee on
Twitter
9,854 followers
Real Time
advertisement

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It’s not about money –
It’s about value!

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Mobile Internet Computing

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From Content To Context
• Location Based Services - Provision of exact, contextual
info & services based on specific location
Mobility & location will change
how users & advertisers interact
with the Web:
• Real Time Marketing
• Discount alert & real time
recommendations from where
& when it occurs

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Context Application: Zipcar

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In Context :Transparent Price

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Location-Based Social Networks through
Mobile
Real-time recommendations
based on your current
location using an app that
aggregates info from real-
time searches from social
sites, local ads & “limited
time” discounts on your
mobile

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Augmented Reality
Beatles Tour: Ringo, Paul, John,
George with YOU on Abbey
Road
Your hotel is only
2 km away
Historical sites

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Bank Leumi iCleumi – Augmented Reality

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Multi Channels

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One for each kind?
Tablet Call Center
Internet
Smartphone

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Or one for each machine?
PCs Mac Tablets Smart phones Cell phones

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How are we going to use them ?

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The Web is Dead

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Mobile website also changing
Your mobile website should
look more like that:
and Less like that:
Don’t look at mobile devices as an “extended PC”
It is a totally different device that will offer added value that a PC doesn’t

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3 Possible Mobile Models:
 SMS
• Easy, common in all devices,
affordable
• Catalyst to more banking
actions via mobile
 Mobile Downloadable Apps
• Rich user experience, ability
to work offline
 Mobile Internet
• Familiar, supported by most
devices, UI is an issue
Source: Mobile Marketing Association

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To summarize…
• Channel strategy will increasingly be considered a core
competency of organizations
This also means that it CANNOT be outsourced
• Engage and Influence: Clients are defining the ways in
which they want to receive services from their
providers
• The challenge: address each channel differently, while
establishing a single platform that can extend services
to each of these channels (to enable cross-channel
interactions, service levels etc.)

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The End
Thank you!
Galit Fein
Blog: www.galitfein.blogspot.com
Twitter: GalitFein