Stockholm, December 10 2010 Piperska muren
DIGITAL BRIEFING 2010 Mobile Business Innovation
#DigitalBriefing
WE START ENLIGHTENED
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KIRSTY
You are already in the business of mobile services
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MARTIN & FREDRIK
Mobile is not devices. It’s a state your customers are in – all day!
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COMBINING USER STATS WITH USER INTELLIGENCE
You’ll get a great platform for guessing about a hit at the box office or a new killer value adder.
Combined with your own business specific knowledge you’ll approach a business case evaluation
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BUDGETS ARE LIMITED AND YOU ARE NOT APPLE
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USE TWITTER #DIGITALBRIEFING
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BASIC USER NEEDS A MODEL FOR QUALIFYING YOUR CONCEPT
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Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.
EFFICIENCY
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Deliver valuable information in the right context, and stand stronger in a transparent world.
TRANSPARENCY
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CONVERSATION Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.
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Make better products and services and communicate them well. Be the one that people will want to own, use and share.
DESIRABILITY
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Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free.
ADD EFFICIENCY
Make better products and services and communicate them well. Be the one that people will want to own, use and share.
ADD DESIRABILITY
UNDERSTANDING YOUR AUDIENCE
UNDERSTANDING YOUR BUSINESS
ADD TRANSPARENCY
Deliver valuable information in the right context, and stand stronger in a transparent world.
Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value.
ADD CONVERSATION
BEING CREATIVE CAN BUILD AUDIENCES
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JUICY FRUIT CAMPAIGN WITH TALKABILITY
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JUICY FRUIT CAMPAIGN WITH TALKABILITY
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EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
GET LEADS FROM NEW PLACES
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VOLKSWAGEN TIES SALES TO GAME PLAYERS
It’s the gift, that the audience wants (next after the real car)
No (other) paid media on the GTI 2010
A whole lot of earned media!
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VOLKSWAGEN TIES SALES TO GAME PLAYERS
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EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
It’s the gift, that the audience wants (next after the real car)
No (other) paid media on the GTI 2010
A whole lot of earned media!
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OWN NEW MEDIA, DON’T PAY FOR IT
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Support your team Blow the vuvuzela Do it with Arla
Sure beats banner clicks
+ EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
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PUSHING PRODUCTS TO NEW AUDIENCES
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Gyldendal Norway: Application for kicking in the door
New free poem every day. Like, favor or share. Buy the book The Mobile
Webshop
+ EFFICIENCY
+ TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
BUILD LOYALTY BY SIMPLY BEING HELPFUL
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THE FRIENDLY BRAND HELPING ME, THOUGH I’M NOT EVEN A CUSTOMER
Q8 leading you to the nearest gas station. Even the competing!
+ EFFICIENCY
+ TRANSPARENCY
CONVERSATION
DESIRABILITY
OPTIMIZE CONVERSION RATES
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ACCELERATING CONVERSION WITH MOBILE
On the stadium During the game Instant play, instant win
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+ EFFICIENCY
+ TRANSPARENCY
+ CONVERSATION
DESIRABILITY
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USE EMAIL FOR INSTANT CONVERSION
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+ EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
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ENABLE CONSUMPTION BY ENABLING USERS
+ EFFICIENCY
+ TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
EXPLORE NEW BUSINESS MODELS FOR PAID CONTENT
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Tablet based paid content is coming
for 130 million subscribers and 300 million readers of
Wired, Vougue, Better Homes & Gardens and more
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NORDJYSKE MEDIER WENT AHEAD
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+ EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
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THE ECONOMIST IN SEARCH OF PRINT 2.0 WITH BUILD-IN P.O.S.
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+ EFFICIENCY
TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
MOBILE AS THE WHOLE PACKAGE
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ATTENTION, INTEREST, DESIRE, ACTION
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ATTENTION, INTEREST, DESIRE, ACTION
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ATTENTION, INTEREST, DESIRE, ACTION, DELIVERY, CONSUMPTION
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+ EFFICIENCY
+ TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
USE WHAT USERS USE
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USE WHAT USERS USE Foursquare: DSB, Telenor and more
Limited but loyal customer group
Provides simple mobile presence with easy to measure ROI
It’s basically a coupon
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USE WHAT USERS USE Foursquare: DSB, Telenor and more
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Limited but loyal customer group
Provides simple mobile presence with easy to measure ROI
It’s basically a coupon EFFICIENCY
TRANSPARENCY
+ CONVERSATION
DESIRABILITY
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FOURSQUARE IS HIP IN DENMARK, BUT…
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December at the FCK – Panathinaikos game
At the game and not checked in 99.7%
At the game and checked in 0.3%
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FOURSQUARE IS HIP IN DENMARK, BUT…
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August at the FCK – Rosenborg game compared
August
December
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0.05
0.1
0.15
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0.25
0.3
0.35
At the game and checked in with FourSquare
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FOURSQUARE IS HIP IN DENMARK, BUT…
Maybe 2011 will see 1.5- 2% percent checking in!
Providing loyalty bonuses will drive more checkins
At zero startup cost!
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USE WHAT USERS USE Gowalla: trips and experiences
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EFFICIENCY
+ TRANSPARENCY
+ CONVERSATION
+ DESIRABILITY
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TWITTER IS ALSO MOBILE
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SOME ADVICE ON HOW TO GO ABOUT IT
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SETUP YOUR MOBILE AUTHORITY
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You will need at least a mobile decision maker and a
mobile budget
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DON’T CARE TO MUCH ABOUT DOWNLOADS
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It’s all about frequency of use, retention of the user
and value of use
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DON’T CARE TO MUCH ABOUT DOWNLOADS
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Set up KPIs and put real money value to them
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DO APPS RIGHT
Don’t publish the ACME app
Single focus opens to new audiences
Make it desirable and conversational!
Update!
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DO WEB RIGHT
Mobile web is also your CMS
Mobile web is not setback and it’s populated by enthusiastic users
It can and should look a nice as an app
Put mobile first!
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Simple tips: INTEGRATE RIGHT!
Edit one place Update everywhere
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CMS taught us to separate content from layouts and hierarchy.
Mobile teaches us to switch layouts for devices.
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ONE SERVICE, MANY CHANNELS
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DSB S-Tog: Expanding the daily travel experience
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Desktop website
Mobile website
Public place television
SMS dialog
iPhone App Android App
Symbian App Windows Phone App Java App
A MULTI CHANNEL SOLUTION STARRING YOUR CMS
CMS
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THANK YOU!
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