Social web and mobile uproar

The Social Web and Mobile Uproar

October 2011

2

The Purpose of Marketing

“The sole purpose of marketing is to sell more stuff to more people, more often for more money, more efficiently. There is no other reason to do it."

Sergio Zyman

Former CMO, Coca Cola

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Online Spectrum

OwnedMedia

PaidMedia

EarnedMedia

SocialMedia

Digital Properties• Websites• Customer Care• Portals• Mobile solutions

Advertising• Banners• Display Ads• Endorsements

Partnerships• Influencers• Branded

Entertainment• Affiliates

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5

What social channels are you using?

Forums LinkedIn Groups

Facebook Pages

Twitter Account

Location based

Blogs0

10

20

30

40

50

60

40.9847.54

52.46

42.62

6.56

14.75

% of organisations

Source: EPiServer, The rise of the community manager, June 2011

6

What benefits do you hope to get from social media?

0

20

40 36.0742.62 44.26

26.23% of organisations

Source: EPiServer, The rise of the community manager, June 2011

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What benefits do you get from social media?

0

20

4042.62

34.3427.87

21.31 19.67 16.39 11.384.92

% of organisations

Source: EPiServer, The rise of the community manager, June 2011

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Surprise! People want to buy from people

» Engage in a personal dialogue with each of your(potential) customers – when, where and how they want to

» On-going-dialogue = long relationship = $$$

» Measure to make sure you are doing it right

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Rapid increase in access from a mobile device

2008 2009 2010 2011%

25%

50%

75%

5%

60%55%

1%

33%

Pandora

Twitter

Facebook

% t

raff

ic f

rom

mo

bil

e u

nit

s

Source: Pandora S1, Twitter, Facebook. (Mary Meeker, KPCB http://kpcb.com/insights/internet-trends-2011)

By 2013, more people will use their mobile phones than PCs to get online.”“

Source: Gartner, 2010.

One week without your mobile

Source: Telnav, 2011

What features are important on a mobile site?

Are you choosing to acess mobile sites?

How mobile apps are becoming accepted forms of mobile engagement

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010203040506070

51

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39 4130

21 21

% of respondents

Rapid increase in access from a mobile device

Content in the mobile channel33 % has made a ”mobile purchase”

49 % find mobile sites slow

32 % find them hard to navigate

19% find it hard to access the content they need

25% will go to competitors mobile site if they don’t like yours

17

Only 20% of marketers said their company had a mobile-optimised website in place

18% had a mobile app

ONLY 10% plan to launch a new mobile app in the next 12 months

76 % have a mobile strategy in place

26 % plan to launch a new mobile optimised site in the next 12 months

18

Create, Edit your content as usual

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Hybrid apps: Web App goes nativeWhat about me?

Another mobile unit? Another unit?

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Thank you!

Maria WasingVP of European Marketing & Sales Operationsmaria.wasing@episerver.comTwitter: mariawasingLinkedIn: http://se.linkedin.com/in/mariawas