Social gone mobile presentation (2)

MOBILE MASTERCLASS#SOCIALGONEMOBILE@mcsaatchimobile

• The worlds largest specialist mobile marketing agency

• Access to M&C Saatchi’s resources

• Over 85 full-time mobile experts

• Multi-award winning

Full service specialist mobile agency

global reach = localised knowledge

In today’s episode…

1. How social is going mobile2. What mobile adds to social 3. How to pick and choose tactics dependent on

your objectives4. Case studies where people are doing it right,

with mobile taking the lead

SOCIAL WENT MOBILE LAST YEAR

Many now mobile-only189 million only access Facebook via mobile

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 20130

20

40

60

80

100

120

140

160

180

200

83

102

126

157

189

Millions of mobile only monthly active users

Source: Facebook Q1 2013 Earnings Call

Mobile PC

751million

349million

Source: Facebook Q1 2013 Earnings Call

IT IS A MOBILE BUSINESSMONTHLY ACTIVE USERS

If Facebook was a country, it would be the third largest globally

Source: Wikipedia

If Facebook MOBILE was a country, it would be the SIXTH largest globally

Source: Wikipedia

Mobile accounted for 30% of Facebook’s total ad revenue in Q1 2013

Source: Facebook Q1 2013 Earnings Call

IT WAS Built for mobile

Source: Wikipedia

Mobile adverts will account for half of Twitter’s ad revenue this yearThis figure will increase to 60% of the company’s ad revenue by 2015

Source: eMarketer

TAKING A GLOBAL VIEW

IT’s NOT ALL FACEBOOK AND TWITTER

Source: Alexa Credits: Vincenzo Cosenza

OPERATING PLATFORMS VERY DIFFERENT

Source: Mxit

TOP DEVICES LOOK VERY PRIMATIVE

TO WESTERN MARKETERs

Source: Mxit

BUT THE ADVERTISER OPPORTUNITIES ARE STILL THERE

Source: 2go

MOBILE = SOCIAL+

SOCIAL IS MOBILE BY PERSONALITY

‘The Lover’ ‘The Wizard’

Source: Meet the Screens, Microsoft 2013

MOBILE ADDS A UNIQUE ELEMENT - CONTEXT

Location Device OS Version Wi-Fi/3G

IT IS PARTICULARLY STRONG

FOR MOBILE FIRST BRANDS

Our approach targeting & OPTIMISATION

WE HAVE MANY TARGETING VARIABLE TO PLAY WITH

SOCIALLikes &

InterestsFriend

ConnectionsActivity (e.g. check-ins)

Intent

PERSONALCity / State / Zip

BirthdayEducationWorkplace

Relationship Status

DEMOGRAPHICAgeGenderDeviceOSLocationWi-Fi / 3G

CUSTOM AUDIENCEEmail addressesPhone numbersFacebook user IDs

OPTIMISE ON DATA FOR MAXIMUM EFFECT

Example testing matrix – 9 iterations

Significance testing to establish volume required for 95%

confidence.

FURTHER ANALYSIS MEANS THAT WE IDENTIFY BEST

PERFORMING COMBINATIONS As WELL

CHAID analysis

CURRENT M&C SAATCHI CLIENT - CONVERSION

• Ran on Facebook to promote install of free application

• Tues & Wed best CPD• ‘Free’ biggest differentiator

in copy• Female imagery works best• CPI lower for females• Brand name showed strong

response in copyLearnings have shaped other areas of mobile strategy outside of social

media

THE SOCIAL FUNNEL

Awareness

Opinion

ConsiderationPreference

PURCHASE

ADVOCATE

Mobile is available at every stage of the purchase

funnel..

Awareness

Opinion

ConsiderationPreference

PURCHASE

ADVOCATE

..AND SO IS SOCIAL

NOT ALL Multi-TASKING IS CREATED EQUAL

Content Grazing Spider-Webbing

Social Spider-Webbing Quantum

Source: Cross-Screen Engagement 2013, Microsoft

An increasing component of successful campaigns

Source: Warc

AWARENESS

THE AIM IS TO BE A VIRAL SENSATION

1. Get reach2. Encourage sharing3. Amplify Campaign

Broad targeting and mobile destinations

Targeting• Demographic• Interest• New or existing fans

(new content)

Destinations• Fan page• Mobile web• App page

Quality content distribution

Ad formats• Splash screens• Image/text banners• Video• ‘Like’ ads• In page posts• Sponsored stories• Promoted trends /

accounts

Mechanics• Incentives• Highly engaging / viral

content (topical)

SOFTER METRICS GENERALLY USED

Metrics• Views / impressions• Likes• Reposts / re-tweets /

shares

EXAMPLEs

Facebook page posts

TwitterSponsored tweets

Mxit splash screens

OPINION / CONSIDERATION / PREFERENCE

AIM FOR POSITIVE LONG TERM INTERACTION

1. Engage current and future customers

2. Convert opinion

TIGHT targeting and mobile CONTENT

Targeting• Demographic• Key influencers (most

likely / greatest influence)

• Retargeting

Destinations• Fan page• Mobile web• App page• Feeds / articles

DEEPER ADS AND INTERACTIONS

Ad formats• Question ads• Events ads• Sponsored search

Mechanics• Product sampling• Polls & questions• ‘Hangouts’ and

livechat• UGC• Engaging & exclusive

content• Direct engagement /

monitoring

Measurement IS BASED ON OPINION AND INTENT

Metrics• Repeat views• Comments• ‘Attending’ responses• Conversations• Uploads• Channel size (active

fans ratio)

EXAMPLEs

Facebook question & events ads

YouTubeChannel

PURCHASE

THE AIM IS TO DRIVE ACTION

1. Sign-ups2. Purchases3. Installs

PIN POINT targeting and mobile TRANSACTION

Targeting• Demographic• Retargeting (customer

lookalike audiences)

Destinations• Mobile web• App page

OFTEN PURE Direct RESPONSE

Ad formats• App install ads• Offer ads• Image/text banners• Link ads• Sponsored search

Mechanics• Push to store• Push to download• (Post after purchase /

download)

Measurement IS DEFINITITIVE, BUT THE

FULL PICTURE MIGHT NOT BE Metrics

• Installs• Purchases

EXAMPLEs

Facebook app install and offer

ads

Facebooksponsored Search

SERVICE

THE MEDIUM BETWEEN THE CONSUMER AND BRAND

1. Provide a link between brand and consumer

2. Nurture the consumer relationship

SPEAK TO CONSUMERS IN THEIR ENVIRONMENT

Targeting• Existing users• Fans• Potential customers

Destinations• Social platform

IT’s ABOUT DISCOVERY AND NURTURE

Ad formats• SEO / SEM

Mechanics• Community building• Community

management• Incentives• Forums• Rich media response

(video / images)

COMMUNITY MEASUREMENT, BUT ULTIMATELY COST

Metrics• Size of community• Activity• Positive responses• Cost reduction• Customer satisfaction

CASE STUDIES

H&M - AWARENESS

• Competition to win a $1,000 H&M gift card and other prizes using Instragram

• Consumers enter by taking a picture of the statue using the Instagram mobile application with the hashtag #HMBeckham

ADIDAS SOUTH AFRICA - AWARENESS

• Drive awareness of Adidas and build the Mxit community

• Splash screen pushed to app where they could upload their ‘game face’ to win training session with LA Lakers basketball team

• 80,582 subscribers• 7,208 qualified entries

Wendys – AWARENESS & CONSIDERATION

• #twEATfor1k competition• Chance to win $1,000 a

day for tweeting image of Flatbread

• Consumers can learn more about the new sandwich and view entries via mobile optimised site

DOMINOS TWEET TREAT-AWARENESS & CONVERSION• Domino's reduced the

price of the star pizza today according to how may people tweeted in time for lunch

• For every tweet sent, a minimum of £0.01 would be knocked off the price

• Offer only available to those who tweeted

TWELP FORCE - SERVICE

• Knowledge of staff was confined to stores

• 24/7 service to provide technical help to whoever wanted it

• 2000 employees• Answered 1000s of tweets• Reduced customer

complaints by 20% in first year

SUMMARY

CONSIDER ALL STAGES FOR MAXIMUM IMPACT

Overall• What context can mobile add?• What can you amplify using

social?

Awareness• What is your hook?• Who is the most receptive to your

message?

Opinion / Consideration / Preference• What does a high quality

engagement look like?

Purchase• What does the full purchase

funnel look like?• What conversions turn into long

term high value customers?

Service• What is missing from the

customer experience?• What can new platforms add?

QUESTIONS?