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5 Breakaway Mobile Marketing Insights

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Our survey of smartphone users reveals why most aren't using location-based apps, how social networking affects mobile marketing opportunities, and actionable insights for you to gain a competitive edge.
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  • 1. 5 Breakaway Mobile Marketing Insights
    Will Reese Ph.D., Director of the Digital Futures Group
    Jamie Beckland, Manager of Emerging Media
    March 29, 2011

2. 5 Breakaway Mobile Marketing Insights
What is geo-location and why does it matter?
Introducing our study
5 Insights
Find your social story
Engage social network updaters
Earn the interest and trust of a network
Sponsor real world customer interactions
Test incentives
|2011 White Horse Productions, Inc. Content may not be reused without permission.
3. What is geolocation?
A new form of social network
updating
where people broadcast
where they are, and when
as they attend events
... or perform transactions.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
4. What is geolocation?
A new form of social network
updating
CONNECTION
where people broadcast
where they are, and when
UNDERSTANDING
PARTICIPATION
as they attend events
... or perform transactions.
RELEVANCE
|2011 White Horse Productions, Inc. Content may not be reused without permission.
5. Why does it matter?
Right place, right time.
Help consumers where and when they want help.
Drive purchase at POS.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
6. Adoption Momentum
In a comparable period (2006 2008) Twitter reached only only 1m users
Why does it matter?| Our Study|5 Insights
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Foursquare reached 7.5 million users March 2011, up 1.5 million from January
7. Growing market enthusiasm
Mayor of Austin, TX declares 4/16/11 Foursquare Day
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Why does it matter?| Our Study|5 Insights
8. Geolocation will take off soon.
Why does it matter?| Our Study|5 Insights
Today
Early majority
Early adopters
|2011 White Horse Productions, Inc. Content may not be reused without permission.
9. Our Study
February 2011
437 smartphone users
5 geolocation apps
|2011 White Horse Productions, Inc. Content may not be reused without permission.
10. Were on the verge.
Usage incidence for location-based apps(n=437 smartphone users)
Why does it matter?| Our Study|5 Insights
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Awareness of location-based apps(n=437 smartphone users)
11. 1. Find your social story.
Check-ins are NOT just coupons.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
What is the most important benefit of these apps to the people who use them? (n=253)
Why does it matter?| Our Study|5 Insights
12. 2. Engage social network updaters.
Users(n=171).
|2011 White Horse Productions, Inc. Content may not be reused without permission.
How frequently do you contribute updates to social network services?
Why does it matter?| Our Study|5 Insights
Non-users(n=266)
13. 2. Engage social network updaters.
Building social media presence should precede your moving into geo-location.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Why does it matter?| Our Study|5 Insights
14. 2. Engage social network updaters.
Users of dedicated apps sees themselves as influential.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Others seek my opinion on new mobile services like location-based apps (n=159 users)
Why does it matter?| Our Study|5 Insights
15. 2. Engage social network updaters.
Facebook Places is likely to prevail.
Successful engagement will signal early majority.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Active users 2010 year end.
Why does it matter?| Our Study|5 Insights
16. 3. Earn the interest and trust of a network.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Why does it matter?|Our Study|5 Insights
Networking tools lets you stoke advocacy of your closest customers.
Data uploaded to Nike Plus site by user Pete Harris (and friends)
http://www.flickr.com/photos/harrip/450350018/sizes/m/in/photostream/
17. 3. Earn the interest and trust of a network.
Geolocation lets you stoke advocacy of your closest customers. Other digital touchpoints reinforce the message.
Facebook updates by a Nike Plus user (and friends), names altered
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Why does it matter?|Our Study|5 Insights
18. 3. Earn the interest and trust of a network.
The chief barriers today are lack of clear benefit, and privacy fears.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
The benefit you cited hasnt led you to use any of these apps. How come?(n=73 knowledgable non-users)
Why does it matter?| Our Study|5 Insights
19. 3. Earn the interest and trust of a network.
Not knowing why you need the info makes it harder for them to share.
|2011 White Horse Productions, Inc. Content may not be reused without permission.
Information merchants are thought to have already, compared to what users think is reasonable for them to have.(n=171 users)
Why does it matter?| Our Study|5 Insights
20. 4. Sponsor real-world customer interactions.
The ideal: networks provide advice and discovery. Facilitate this.
What is the most important benefit of these apps to you, personally?(n=253)
Why does it matter?| Our Study|5 Insights
|2011 White Horse Productions, Inc. Content may not be reused without permission.
21. 5. Test incentives.
Prototype and test which incentives inspire commitment. Then help people opt-in.
Why does it matter?| Our Study|5 Insights
|2011 White Horse Productions, Inc. Content may not be reused without permission.
22. The key breakaway mobile marketing insight
Geolocal is geosocial.
Youll want to be there.
We will email participants of the webinar copies of our full report for their use. The webinar will be available on the White Horse web site.
Questions? Comments? Lets connect.
[email protected], @willreese | [email protected], @beckland
Thank you!
|2011 White Horse Productions, Inc. Content may not be reused without permission.

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