Marketing to connected communities: from play to stay

Marketing to connected communities:
from play to stay

MARKNADSCHEFERNA: Nåut till kunden via mobilen
Musikaliska, Stockholm
Thursday, October 4, 2012

©Joe Danielson, 2012

Act 1:
About Joe


When I was young, we did not have…


Mail =

Then Now


Computing =

Then Now


FB = Franz Beckenbauer

Now Then


Joe, 20 years


Joe, mobile marketing


Me and marketing to
connected communities

1994-2001
Marketing biotech technology

DNA sequencers and tools to go from drug
discovery to production


Me and marketing to
Users:
Life scientists
Research facilities
Drug determination
Drug efficacy
Drug production


Me and marketing to
Big community project:

Identifying and mapping
20,000–25,000 genes
of the human genome

Users wanted:
Easy-to-access content free

DNA stored in databases available to
anyone on the Internet

Collaboration, knowledge sharing, tips,
technology, methods --- not propaganda


Drug discovery & development today
Report “Mobile Marketing to Life Scientists”
June 2012

Research of over 540 global scientists

67% own a smartphone

72% use a PDAs, smartphones& other mobile
devices to support their research everyday

33% would like brands to send them promotions
via a mobile device

96%smartphone owners expect suppliers to send
protocols and application notes to device


Act 2:
Mobile status


Here, there & everywhere

Today: 5 billion worldwide
users connected to mobile
networks


Every 24 hrs:

250 million photos uploaded to Facebook

200 million tweets

3 billion YouTube views


Q:

What do 40% of global
smartphone users do
before getting out of bed?


A:

Check email, weather, FB updates, stocks
prices, etc.


Q:

Why people love them?


Intellectually:

Situation awareness
Information superiority


Emotionally:

Feel in control
Feel connected
Feel loved


Some data


More smartphones and tablets
sold than PCs


By 2016,
mobile-connected
tablets will generate
almost as much traffic
as the entire global
mobile network does
in 2012

Source: Cisco’s “Visual
Networking Index (VNI)
Global Mobile Data Traffic
Forecast Update”, 2012


50 billion connected devices
by 2020


By 2012, over 100 million smartphone users
>1 GB/month of data


Number of mobile-connected devices will
exceed the number of people on Earth by
year’s end


10 billion mobile-connected devices in
2016, including machine-to-machine
(M2M) modules-exceeding the world’s
population at that time (7.3 billion)


Avg. # of mobile connected devices

2016: 1.4
2022: 6


Take away:

If your marketing
strategy doesn’t focus
on mobile now,
get in sync


Act 3:
Consequences for marketers


We’re the last generation that
grew up in a dumb society


Already now most things in society around
us are smart & social


Accessing relevant information and
services will never be so slow again


Go beyond novelty, games&“LIKES”

Get to know products/brands

Contact brands/companies

Stimulate my career

Referrals fromother users

Find deals or promotions

Talk to expert

Personal entertainment


Today: app, app, app….but:

75% of apps lose their audience after three months

96% lose their audience after 12 months

85% of apps are only used once

Tomorrow?


Like this?

( See http://www.youtube.com/watch?v=t0nmztds7B4 )


Personalization technology
• Every click, download, shopping item, etc.
gives picture of a customer

• Marketers build profiles of online behavior

• Then profile relevant content and products

• Or offer customer support: instructions,
ordering code, etc.

• All in near real-time


Social side too
How far off?

( See http://vimeo.com/47133014 )


Mobile + social + personal =
• Websites as we know them will go away

• Dynamic, adapted content
• Assembled, adapted and sent on the fly

• On devices, tablets, posters, real world kiosks

• Not just a mobile experience
• Like a whole store adapted to each shopper…
• …placed into the purchaser’s hand


Act 4:
Mobile marketing examples


Uses for mobile & social marketing

Sales promo &branding

Alignment &Service

R&D

Source: Web Analytics Demystified and Altimeter Group;
Mobile and social marketing analytics; 2010-2012


Dell
Collaborate: Client-driven R&D
Medium: www + mobile sites
Online “brainstorm”

Gives customers a direct voice
to collaborate with Dell

Over 17,689 ideas submitted

>738,520 votes

>96,725 comments

> 515 ideas launched


Uses for mobile & social marketing

Alignment &Service


Tetra Pak
Alignment: all BU employees global
Medium: www,sms+ film

Best practice circle

• Sync business strategy with
employee actions

• Alignment examples
from day-to-day workflow

• Inspirational cases/presentations

• Templates for improvement ideas

• >400 improvement ideas in 1 yr.


Frontier Airlines
Service: Customer support
Medium: Twitter

Operates >500 daily
flights to more than
80 destinations
Hail storm damages
22 planes
Thousands of
customers would
face cancellations
and delays

47

Frontier Airlines
Medium: Twitter

Help >7,000
customers over a
7-day period to
re-book flights,
get up-to-date
information, and
help their customers

48

Uses for mobile & social marketing…

Sales promo &branding


Considered purchase process
From play to stay

ACTION LOYALTY

AWARENESS EVALUATE SUPPORT ADVOCACY

INTEREST


AWARENESS Stage Driven by Who decides Marketing
Awareness:
Intellectual Customer Start purchasing
perceives need

INTEREST
Interest: Ensure participation
Emotional Marketer
shortlist suppliers in purchasing

EVALUATE Trial: Customer, colleagues Reduce length and
Intellectual
evaluate options and experts complexity of process

ACTION
Action: Customer and Ensure brand
Emotional
choice on decision marketer preference

SUPPORT Support: Intellectual and Customer and Justifybrand
validate choice relational marketer preference

LOYALTY Loyalty: Customer and Ensure brand
Relational
re-choose marketer loyalty

ADVOCACY Advocacy: Support more
Emotional Customer
tell others purchasingcycles


Some good examples & take-aways

ACTION LOYALTY

AWARENESS EVALUATE SUPPORT ADVOCACY

INTEREST


Qualcom
AWARENESS
Awareness: Snapdragon launch
Medium: app + augmented game

( See http://www.youtube.com/watch?v=4jSewjQJNJw&feature=player_embedded )


BradescoSeguros
AWARENESS
Awareness: car insurance
Medium: ads for iPad& tablets

( See http://vimeo.com/41999684)


AWARENESS
Key take-aways

• Go beyond “play”
• Start purchasing process by building trust
– Respect, relevance & relationship
• Location data provides context
• Expect paid media to still fuel this phase, for now


Murat
INTEREST
Interest: Jewelry collection
Medium: QR + interactiveprint

( See
http://www.youtube.com/watch?v=41mBt8ONrFw&f
eature=player_embedded)


IKEA
INTEREST
Interest Interest: Home furnishing
Medium: AR, app + print

Home furnishing inspiration

Films
Interactive experiences
Photo galleries
3-D models of products

( See http://www.youtube.com/watch?v=QQ8HNXtl7jQ)


INTEREST
Key take-aways

• Reconsider how to present your product catalog &
inventory information
• New technology will provide instant context using mobile
and social data
• Inspiring and interactive = participation


Sephora
EVALUATE
Trial: Try products virtually
Medium: app
Plus:
• Watch “how-to” tutorials
and demos

• Scan in-store barcodes
and QR codes

• Access >1miliion ratings
and reviews

• Locate nearest store
• Check in-store availability


EVALUATE
Key take-aways

• Reduce length, uncertainty and complexity of deciding
• Allow ordering/purchasing with a click
• Personalization technology to pay dividends here, too
• Social commerce to boost sales from mobiles:
– shopping lists based on social and location data


Tesco
ACTION
Action: Purchase goods
Medium: QR

June 2011
Scan to purchase goods in virtual subway supermarkets
Same day delivery
More than 10K consumers in Seoul
New members rose by 76%
Online sales increased by 130%


MicroLoan Foundation
ACTION
Action: Donation
Medium: sms + digital outdoor

( See http://www.youtube.com/watch?v=ScrNSrOAoUM&feature=youtu.be)


ACTION
Key take-aways

• Purchase or act to ensure brand preference
and loyalty
• Point of purchase/action is no longer limited to
a physical location
• Not limited to the time of purchase


Frontier Airlines
SUPPORT
Medium: Twitter

Help >7,000
customers over a
7-day period to
re-book flights,
get up-to-date
information, and
help their customers

64

Hilanders is part of the Intellecta Group

SUPPORT
Key take-aways

• Improve customer service and call center support
• Improve sales support
• Reduce support costs by giving information to
consumers on hand
• Offer ability to conduct peer-to-peer support
• Personalization technologies (LiveChat, Vergic, etc.)
enable direct support in real time (web-to-mobile)


Sprite, Nokia
LOYALTY
& Kolkata Knight Riders
Loyalty: three bands
Medium: sms

India campaign 2009

Engage youth

Drink limited edition Sprite
bottle

Unique code reveled

SMS code to win a new
Nokida every hour + meet
team


LOYALTY
Key take-aways

• Stay phase: re-choose
• Loyalty programs of the past are based on long term
commitment and total potential spending value
• In the future, factor in social influence, as well as ability
to share with others into your loyalty programs
• The natural outgrowth of loyalty programs is social


ADVOCACY
Some examples mentioned


ADVOCACY
Key take-aways

• Gain word-of-mouth, gain fans
• Support start of more purchasing cycles
• The holy grail of marketing, this is the lowest cost –yet
highest trusted form of marketing


Act 5:
3 focus point


Building your mobile and online reputation.
#1: Content is king


Content marketing is three times more
effective than digital advertising

http://blog.nielsen.com/nielsenwir
e/nielsen-news/trust-in-advertising-
%E2%80%93-paid-owned-and-
earned/


Content marketing’s cost per lead drops
80% after the first five months

Kapost and Eloqua;

http://demand.eloqua.com/LP=3445?elq
offer=KapostEbook&elqchannel=PressRel
ease


Content marketing generates more
qualified leads/ $1000 than paid search

Kapost and Eloqua;

http://demand.eloqua.com/LP=34
45?elqoffer=KapostEbook&elqchan
nel=PressRelease


Take away
#1: Content is king
• Content has been & always will be what interests
communities

• Deliver all forms: inspiring, easy-to-access content

• Tons of mobile marketing forms & channels: change quickly

• Focus on quality content and building trust & relationships

• Think stay not play


Mobile and online reputation.
#2: Win share of love


Winning share of love

• Mobile marketing different that traditional mass
marketing sales process

• Customer is in charge (activate search)

• Calls for relationship-based marketing

• And lead generation on considered purchasing process


What matters is relations

ACTION LOYALTY

AWARENESS TRIAL SUPPORT ADVOCACY

INTEREST

”Share-of-love”
”Share-of-mind”

”Share-of-voice”


Take away
#2: Win share of love
• Share useful and inspiring interactions

• Relevancy

• Respect

• Relationship


Mobile and online reputation.
#3: Sync
ACTIONS

INTENTIONS COMMUNICATIONS

Knowwhere to go:
Sync mobile marketing to business development targets

Knowhow to get there:
Sync mobile marketing to operational routines and internal alignment

Knowhow customers use mobiles before, during & after purchase:
Sync mobile marketing to on- & offline sales, support, and loyalty programs


Act 6:
About Hilanders


Hilanders
Deep experience in synching brand strategy, alignment & communications
B2B and considered purchase buying processes focus
International and domestic
Strong intellectual capital:
• 30 employees
• Stockholm &Malmö


INTENTIONS COMMUNICATIONS

ACTIONS

In sync

Sync: an overview
“Where we must be” --- Intentions
“How we act to deliver our offer” --- Actions
“How we communicate” --- Communications

The end result is an aligned customer and employee
experience of the brand.

And that is the ultimate measuring stick of any brand.


Support areas
Follow
Activate
Design up
Insights
Strategy
Produce
Concept
Follow-up: measurement, trackingcore reporting alignment programs,
Alignment and reinforcement programs: internalprograms, packaging
Design programs: visual identity, productresearch, trends, competitors,
Strategy platforms: brand platforms, marketing action channels . loyalty,
Business concept: brand of contentand communications concepts,and
Creative intelligence: analysis of market design against KPIs for
Production: distribution promise, in all media for all plans, lead
alignment,inspiration, website monitoring, communications organic
salesforce themes, content,plans,development, opportunities, plans,
design, etc.engagement, satisfaction, etc website optimization, etc.
sales generationloyalty, business integrated
preference and campaign etc.
campaign
growth, etc.
digital media plans, etc.

Insights Activate

Design Produce
Strategy

Follow up
Concept


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