[Mobile + Social] = ? Renate Nyborg - Edelman

Director of Digital & Head of Mobile

Mobile World Congress 2012

Twitter: @renate | Email: renate.nyborg@edelman.com

Hello! I’m @renate

•  World’s largest PR company

•  61 offices world-wide

•  Edelman Digital: 75 people in the UK

•  Focus on social media comms and marketing

“CONTEXT IS KING”

DOES THE COMBINATION OF [SOCIAL + MOBILE] COMPLEMENT ADVERTISING AND MARKETING?

FIVE opportunities [mobile + social] offers brands

Reach Local Search Data Iteration

1.2 billion active social media users

5.8 billion

mobile subscriptions

50% of Facebook

users are mobile users

Location plus

social make ads

ACTIVE NOT

PASSIVE

71% of US smartphone users have

searched their mobile after

seeing an offline or TV

ad*

Mobile offers a data dashboard

across all marketing channels

a hub, the glue & always-on

Instant feedback

We can

OPTIMIZE our marketing based on

engagement metrics

*Google/OTX, The mobile movement, US April 2011

IS TARGETING AND RELEVANCE MORE ASSURED VIA THE MOBILE CHANNEL?

Not Yet. 2. Mobile hyper-link 1. Fragmentation

4. Display 3. Transaction

It’s about a bigger shift in marketing.

“In the future, no television advertisement will be just self-

contained narratives.

They will be trailers into deeper branded digital experiences.

When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digital

experience will stretch out the brand experiences beyond the 30 second clip.”

- Shiv Singh, Global Head of Digital, PepsiCo

Mobile becomes a hub for advertising and marketing activities – across ALL platforms

HYPOTHESIS

BY PUTTING DIGITAL AT THE HEART OF YOUR ADVERTISING AND MARKETING STRATEGY,

WE CLEAR THE PATH FOR MOBILE TO BECOME TRULY COMPLEMENTARY AND TRULY TARGETED

Any questions?

Email: renate.nyborg@edelman.com | Twitter: @renate