Short presentation on several mobile marketing best practices for Belgian Market Research society BAQMAR and Dutch Market Research Society MOA.

1. Mobile Marketing: Best Practices How some of the world’s biggest brands leverage the world’s largest platform. Polle de Maagtfor BAQMAR

2. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Telenet, Danoneand Philips agreed to pay us for it.

3. Managing expectations ... I only have 30 minutes. Don’t expect me to do magic. For magic (or more on mobile marketing and conversations), send me an email at polle@insites.eu.

4. Mobile is not about being on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end goals. So it really is about if and how both can help you reach your end goal. Which is most likely not about having a Facebook fan page and more about driving conversations, customer retention, sales or brand value.

5. It’s not about doing exactly the same things you already did but in a new platform. A mobile device is different from a laptop. Or a desktop computer. Or a television screen. Or radio. It’s different, not better. So cater to it’s characteristics: it’s smaller screen, it’s connectivity and it’s location features.

6. And it certainly isn’t about being the first mover in adopting new technology. Mobile, augmented reality, location based services are all just awesome. And yes, there is PR-value in being the first Augmented Reality bakery in your neighborhood. But is that really what you want your consumers to talk about?

7. So, it really isn’t about technology. It is about driving meaningful conversations and connecting with your consumers. About creating stories worth sharing and experiences worth participating.

8. Mobile isn’t about ads, it’s about acts.

9. “ Consumers out-conversate brands. Create stuff worth sharing. Tom de Bruyne (Boondoggle) “

10. Nike Take Mokum / Take Antwerp How to change the way people run.

11. Nike uses technology to actually change behavior. Whenever you start a run within the Nike+ Running application, you can ask your Facebook friends to cheer for you. How? Nike sends a wall post to Facebook where other users can comment and like. Every comment and like turns into a cheer in the runner’s headphone.

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13. Nike uses a simple tool to increase conversion from offline to online. Likify lets users become instant fans online. Whenever they scan a QRcode with their cellphone, they become a fan on Facebook.

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15. KLM KLM Surprise How to drive loyalty and conversations.

16. KLM used existing mobile-generated data. KLM used Twitter messages, Foursquare check-ins to monitor the Amsterdam Schiphol Airport and to surprise passengers.

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18. IKEA Interactive Catalog REALLY help people.

19. IKEA used augmented reality to augment reality. Using the mobile device’s photo camera, IKEA projected their furniture into reality. A great way to solve the problem that you never know how a piece of furniture will actually look in your own house.

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21. You can forget most of the silly things I said today. But please, remember these 3 things.

22. Mobile is different, so treat it differently. So start the conversation. 1)

23. Mobile is about acts, not ads. Don’t plan only for life time money value, but for life time conversation value. 2)

24. Create things to be conversation-worthy, to be worth sharing. Start monitoring, start with pilots and learn while doing. 3)

25. I hope I was worth sharing. Send me an email at polle@insites.eu so I can help you to be conversation-worthy. Find the presentation at http://polle.me/baqmar11