Think Big 2010 Brussels Andrew Grill

LondonCalling.mobi

twitter @andrewgrill

When social meets mobile

Andrew Grill, Visible TechnologiesIAB Think Big May 2010

LondonCalling.mobi

This time…it’s personal

LondonCalling.mobi

The Mad Men need to change their approach

LondonCalling.mobi

What’s wrong with this picture ?

LondonCalling.mobi

The advertising world has to change

LondonCalling.mobi

Ad avoidance

LondonCalling.mobi

The glittering allure of the mobile society

1. Mobile is personal – it is my media

2. Mobile is always carried – the city in my pocket

3. Mobile is always on

4. Mobile has a built in payment mechanism

5. Mobile is there at the point of creative impulse

6. Mobile can recount the audience

Source: Alan Moore http://bit.ly/m-allureNovember 2008 commissioned by Microsoft

LondonCalling.mobi

LondonCalling.mobi

Bespoke mobile app for Smirnoff

bit.ly/smirnoffapp

LondonCalling.mobi

Branded Utility

LondonCalling.mobi

Branded experiences

LondonCalling.mobi

Social Media is demanding attention

LondonCalling.mobi

LondonCalling.mobi

When social meets mobile

LondonCalling.mobi

Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate

why one choice is better than another choice.

Operations delivers.

Any gap between the two drives a conversation on the social Web.

Dave Evans bit.ly/nublack

LondonCalling.mobi

Social media is just like real life!

LondonCalling.mobi

Social + mobile = ?Not only what are you doing but where are you doing it

Value/Loyalty

Mobile Social

€

LondonCalling.mobi

Social + mobile = ?What's in it for me where I am right now?

Value/Loyalty

Mobile Social

€

LondonCalling.mobi

Foursquare – location meets social

€

LondonCalling.mobi

Could Foursquare be the next twitter?

€

LondonCalling.mobi

Foursquare ticks all the boxes

User generated location updates Permission based Loyalty component Share with and find your friends Statistics for advertisers and brands Competitive / game element Simple to access from your mobile

LondonCalling.mobi

Social media + loyalty

€

LondonCalling.mobi

Making money from mobile & social?

LondonCalling.mobi

Turn mashups into money

LondonCalling.mobi

Turn mashups into money

LondonCalling.mobi

Can we advertiseon social networks?

LondonCalling.mobibit.ly/4rules

Listen

Learn

Engage

Integrate

LondonCalling.mobi

Mobile Secrets

LondonCalling.mobi

Mobile secret #1

“Mobile operators don’t collect the information advertisers need”

LondonCalling.mobi

“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”

VW CRM Manager May 2009

LondonCalling.mobi

Informa / Ogilvy / Acision paper bit.ly/ad2020

“P&G spent just 0.17% of their advertising budget on mobile in 2008”

LondonCalling.mobi

Mobile secret #2

“we’re not interested in CPM or click-through rates…we just want to sell products”

Brand Manager FMCG 2008

LondonCalling.mobi

“Ultimately advertising must sell...or else”David Ogilvy

LondonCalling.mobi

Mobile secret #3

“Unless we heed the 3 Ps of mobile it will never take off as a medium”

LondonCalling.mobi

Permission

Privacy

Preference

LondonCalling.mobi

Permissionpeople will decide what they see / receive / engage with

Privacy

Preference

LondonCalling.mobi

Permission

Privacypeople will decide where their data is and how it is used

Preference

LondonCalling.mobi

Permission

Privacy

Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan

LondonCalling.mobi

twitter @andrewgrill

Follow me on twitter.com/AndrewGrillSlides http://bit.ly/gthinkbig

email me via andrewgrill.com/contact+44 788 198 6694

Social Media & Mobilewww.LondonCalling.mobi