How the boundaries between digital, social and mobile are blurring.

1. Integration of digital, social and mobile!
Gaurav Mishra | Gauravonomics!
Asia Director of Social Media,
MSLGROUP!

2. Integration of digital, social and mobile!
06.29.2010 | P2

3. The
As the web has become both more social and more mobile, it has
Convergence of become almost impossible to separate out digital, social and
Digital, Mobile mobile.
and Social!
Dotcom era! Search era! Social era!
! ! !
Owned media! § Brochure § Interactive § Social !
websites websites ! platforms (People)!
(Information)! (Forms)!
§ Social ads on
Paid media! § Display ads on § Search ads on Facebook/
Yahoo!! Google! LinkedIn/ Twitter!
!
§ Interactions on
Earned media! § Mentions in § Mentions on Facebook/
online media! blogs! LinkedIn/ Twitter!
! !
! !
! !
! !
!
!

4. The
Convergence of The convergence of digital, mobile and social is critical in Asia
Digital, Mobile because mobile phones are the primary device for web access in
most Asian markets (all figures in millions).!
and Social in
Asia!
What if 790m
Last PC-first
mobile phone
internet market
owners go
in the world!!
online via 3G!!
900 ! 879 !
791 ! Worldʼs most More
800 !
700 ! advanced Facebook
600 ! mobile web users than PC
500 ! 457 ! market!! internet users!!
400 ! 305 ! 286 !
300 ! 214 ! 220 !
200 ! 100 ! 116 9980 !
! ! 70 !
40 ! 493935 !
! ! 3430 !
!
100 !
- !
China! India! Japan! South Indonesia! USA!
Korea!
Mobile! Internet! Mobile Internet!

5. The
Both social platforms (Facebook, Twitter, LinkedIn) and mobile
Convergence of platforms (iPhone, Android, Blackberry) have open application
Digital, Mobile ecosystems, leading to an integrated experience.!
and Social!
Social web!
Integrated
experience!
Mobile web! Mobile apps!
Open
application
ecosystems!

6. The
Convergence of In China, the main social platforms Tencent (QQ), Sina and Renren
Digital, Mobile are also moving towards open application ecosystems, leading to a
comparable integrated experience.!
and Social in
China! Social web!
Integrated
experience!
Mobile web! Mobile apps!
Open
application
ecosystems!

7. The
Convergence of In China, popular social platforms Sina Weibo, RenRen, Qzone and
Digital, Mobile Youku all have popular iPhone apps.!
and Social in
China!
Source: Sina Weibo, RenRen, Qzone, Youku!

8. The
Convergence of In India, popular social platforms Ibibo has a iPhone app. RockeTalk,
Digital, Mobile SMSGupShup and Mig33 are popular mobile social networking
platforms.!
and Social in
India!
Source: Mig33, SMSGupShup, RockeTalk, Ibibo!

9. Case study:
Nike+ !
• Nike+ is a good example of the
convergence of digital, mobile
and social.!
• The Nike+ iPhone app tracks
running data using a sensor and
syncs it with the Nike+
community.!
• Nike+ members can track their
own progress against goals,
participate in challenges with
others and share their runs on
Facebook and Twitter.!
• Nike+ members have run 375
million miles.!
Source: Nike+, Nike+ ad!

10. How to scale real time plus face time?!
06.29.2010 | P10

11. The rise of real
time!
Activity streams! Notifications
and alerts!
Search and Always-on
subscribe! mobile apps!

12. Real-time plus
face-time!
Follow activity Search or
stream online! discover online!
Plan to meet up
 Meet up offline!
online!

13. Decoding real-
time plus face-
time! Strengthen !
relationships!
§ Text or video § Meetups!

chatting! § Flash mobs!
Synchronous! § Live video
streaming!
§ Activity streams! § Checking in!
§ Push notifications! § Calendar sharing!
Asynchronous!
Sustain ! Online! Offline!
relationships!

14. Scaling real-
time plus face-
time! Strengthen !
relationships!
§ Twitter chats! § Tweetups!

§ Ustream events! § Meetup groups!
Synchronous!
§ Twitter hashtags! § Foursquare loyalty
§ SlideShare or programs!
Asynchronous! YouTube archive! § Facebook event
activation!
Sustain ! Online! Offline!
relationships!

15. MSLGROUPʼs social media offering!
06.29.2010 | P15

16. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering
social media across the PLAN-BUILD-ENGAGE phases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations

17. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and
social media enterprise change across the consumer activation, corporate
reputation, and employee engagement use cases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Distill actionable insights and • Link back participation and
foresights from conversations action to business objectives
and communities using our through our proprietary
proprietary What IF People's VERITE measurement
Lab approach.! approach.!
!
• Discover a shared purpose • Provide strategic counsel
and brand story that connects across the consumer
the brand values with activation, corporate
evangelists passions.! reputation, and employee
! engagement use cases.!
• Create platforms and
programs to organize and • Design and deliver training
energize brand evangelists, programs to help build
co-create shareable content, enterprise capabilities to
and trigger participation and participate in the conversation
action.! economy.!

18. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing
social media web, mobile, and social applications, through in-house specialists
and partners.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Design and develop private or • Set up, optimize and manage
public community platforms digital assets across channels
using our proprietary What IF and geographies.!
white label community tool.! !
! • Leverage on-site and off-site
• Design and develop social search engine optimization for
applications using the higher search rankings.!
Facebook, LinkedIn and
Twitter APIs.!
!
• Design and develop mobile
applications on the Apple,
Android, and Blackberry
platforms.!

19. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content,
social media communities, and conversations, through dedicated specialists and
integrated communications teams.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Build long-term relationships • Track and participate in
with key online influencers conversations related to the
beyond the "big-box" blogs brand, the category or the
using our proprietary social heartbeat on the
Multiloguer influencer broader social web.!
relationship management tool.! !
• Leverage targeted paid
• Leverage creative storytelling media, primarily social
and rich multimedia content to advertising and search
bring alive the brand story.! advertising, to support owned
media and earned media.!
• Create triggers for community
members to participate and
act, on the community
platforms owned by the brand.!

20. Letʼs stay in touch!
mslgroup.com | gauravonomics.com
gauravonomics on Google/ Skype!
Facebook/ Twitter/ LinkedIn/ SlideShare!