Mobile MarketingMagnus Jern, CEO Golden GekkoCrea Digital Day9 January, 2014

Who am I?

Programmer since childhood

Bulletin Boards

University

Framfab

Driftbolaget

Blokks

Vodafone

Golden Gekko

NComVA

Software engineer, entrepreneur, CEO and SVP

Content

About Golden Gekko

Why Mobile

Why Mobile First

Apps vs Web

How do I create a great mobile service

Summary

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About Golden Gekko

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We help build Mobile Engagement Experiences

“Mobile Engagement is the Golden Gekko approach deploying technology to achieve both customer intimacy and scale. It’s about engaging customers to interact with their favourite brand on a daily basis, wherever they are.”

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A team of 180+ people that love and breathe mobile apps. 20+ nationalities across 5 countries.

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More than 150 brands and agencies have put their trust in us since 2005.

From Concept to LaunchProcess

1. Strategy/Concept................................................Agree objectives, target group, strategy, platforms and concepts with input from our team based on experience of 500+ apps/sites.

2. UE/Design................................................Our user experience team creates wireframes, user journeys and designs optimised for the targeted mobile devices

3. Development................................................Chose technology and develop the mobile apps/site across the agreed platforms in iterations to allow for testing throughout the process.

4. QA/Test................................................Test the mobile app/site across the target devices with the agreed use cases.

5. Distribution................................................Launch and submit the app to the agreed appstores (e.g. ITunes, Android Market, Getjar, Amazon, etc) and promote it.

6. Operations & Analytics................................................Monitor the performance of the app/site, maintain and update based on user feedback.

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Why Mobile?“Most people look at their phone about 150 times a day, that’s roughly once every 6.5 minutes”

- Qualcomm CEO, Paul Jacobs.

Mobile allows you to do more…

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Smartphone Usage – Mobile Advertising

on website

watching a video

on a video web site

0% 10% 20% 30% 40% 50% 60%

Where mobile ads are noticed

23% 34% 39% 46% 48%

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Consumer presence vs spent budget

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Source: eMarketer, August 2013 and IAB October 2013 for the US and EuropeNote: Time spent on each medium includes all time spent with that medium regardless of multitasking; for example, 1 hour of multitasking on PC while watching TV is counted as 1 hour for TV and 1 hour for online* Off-line reading only

% Time Spent per media vs Ad Spend 2013 The gap is widening

Time spent on mobile

Ad spend on mobile

What happened in 2013?

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Mobile Media Spend continued to grow by about 120% in NA and Europe

Much of the growth was fueled by Facebook and Google ads thanks to a much larger share of mobile users and mobile advertising offerings

Facebook pay per app download most popular

Smartphones are used everywhere

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Smartphone Usage – Cross Media

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Smartphones have become so important to consumers that 40% would rather give up their TV than

their smartphone

Source: Nielsen

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Why Mobile First?

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Mobile-First

Yesterday

“Go to the computer”

Today

“Open a browser (or app)”

LOCATION is irrelevantTIME is on my sideU.E. “most content win!”

LOCATION is everythingTIME fliesU.E. “Less is more”

Mobile-FirstMobile-optimized sites are 3x more likely to generate

mobile conversion rates of 5%+ than desktop sites.Adobe 2013 Digital Marketing Optimization Survey

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This is what a popular branded Facebook app looked on mobile…

Heinekens global website on mobile

Responsive WebTechnique with HTML, CSS and Java script allowing

us to build a single website that adapts to any device.

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Content StrategyLayout and write copy for mobile first - it will force you to prioritize by value.

The ValueWhy the valueHow to use the value 2

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Apps vs Web?

Apps vs WebAnswer = Both

Mobile web has more users, but time spent on apps vastly outperforms mobile web for top destinations

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Apps vs Web

+ 432m total visits from 109 unique users across web and mobile

+ 15m app downloads (+ Para olympics 5.8m and game 6.5m)

+ 60% of visits from mobile devices

+ 23% of app users generated 64% of time spent

+ 627k Facebook Check-ins at venues

+ 10m+ push notifications with 60% open rate

Olympics 2012: the most mobile visited channels ever

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How do I create a great mobile solution?

What makes a great mobile app?

Relevance – is it relevant to the target audience

Ownership – is the brand a credible owner

Credit – will the brand get credit

Reach – will it reach a large enough audience

The conceptual idea and its execution

User Experience

Interactivity/ Social

Utility/ Entertainme

ntPerformance

Stickiness

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Stickiness - keeping the consumer’s attention

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Identifying the right use cases

Talking about the World CupShow support for favorite teamFan page

BlogsMagazines/TV/Fashion showsSocial NetworksColleagues/Family/Friends

Friends to watch with Where to watch? Bar / HomeWhen to meet

Following news up to the gameBetting on the gameTalking to friends

Order in the barSocialiseBar games

ThemeDrinksFoodMusic

Planning for the next gameTalking about the next game

Feedback, Offers, News, Inspiration for the next event

USER JOURNEY

Inspire

Engage

Planning

Warming up

In Bar

At home

Between games

Post WC

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User Centric approach: Review the touch points and top use cases and build your campaign and conversation

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Examples: Nike+

Utility

Interactivity/Social

User Experience

Performance

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All stickiness factors:

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My Dog Social mobile platform for dog lovers.

Portfolio

My Network:  Meet, connect, socialise, and share with dog lovers

Functionality: Share photos with other dog lovers. Out & About, Directory, Profile, Dog Care/Dr Dog, Advisor, Travel Tips and more

Utility

Interactivity/Social

User Experience

Performance

Stickiness factors:

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O2 Priority MomentsOffers for loyal customers.

Local offers and exclusive experiences from the best already in the market - from some of the UK’s most well-loved brands.

Over 3.4m active users Dec 2013

Utility

User Experience

Performance

Stickiness factors:

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End-to-End Process

From Vision to Launch and Beyond

Vision and Strategy

Collaborate to create a vision that succinctly describes where the client wants to be in the long term

Provides a focus and rallying point for team

Achieve through facilitated collaboration and consensus building

Create and Build

Holistic thinking to align solution to vision

Concept Planning and Ideation

User-Centric UX and UI Design

Prototyping Solution

Development Quality Assurance

and Deployment Planning

Launch and Market

Push the fully-tested app to a live environment and make available for download via app stores

Develop campaign and creative assets

Create and implement launch marketing plan – activating across paid, owned, and earned media

Measure and Maintain

Ensure alignment with goals, requirements, and technology

Measure app usage data and optimize app features

Track and optimize against marketing KPIs

Gather insights for future product updates and improvements

Underlying Principles:

Vision and Strategy Vision workshop Innovation workshops Quantitative research Concept testing

Review existing data Competitive Audit Stakeholder interviews Local surveys Local ethnographies Local focus groups

Deliverables

Interview and Survey Findings User Insights and Opportunities Global and Local User Personas Feature Prioritization

Mobile Vision Roadmap Functional Requirements Technical Requirements

Create and Build

Deliverables Project Schedule and Scope Wireframes and Designs Prototype Strategy, if applicable Common Architecture

Global Framework Local App Features Test Plans and Approach Final App Plans for Launch

Launch and MarketDrive trial and engagement by utilizing paid, owned, and earned media channels

Paid

Owned

Earned

Display, Search, Native, Distributed Content, Video, Traditional Media

Websites, Content, Blogs, Social Media Platforms, Email, Guest Receipts, On-Property Promotions

PR Pick-ups, Word of Mouth, Referral Programs, Re-tweets, Likes, Reviews

Think small, not bigNumerous small ideas and executions, performed over time, tend to add up to a much larger result than one big ad campaign.

Create. Test. Learn.Each element of a launch can and should be measured. We evaluate this data in real-time to double down on what’s working and eliminate what’s not.

Think Content FirstConnecting with today’s consumers requires valuable, entertaining, and moving content, distributed effectively.

Measure and MaintainProviding insight and visibility into the app performance and user behavior is key to measuring progress against goals and objectives and making meaningful decisions to improve lifetime value

Deliverables Performance Measurement Brief Customer and Performance Data

Inventory Performance Measurement Gap

Analysis against Launch Plan

Documented KPI capture and business demands

High-Level six-month performance measurement roadmap

App maintenance and support plan

Gather Data

How are users finding the app?

How active are they and what features are being used the most?

Where are users abandoning the app?

What is the user retention rate?

What is the user experience and how are users reacting to the app (user reviews/app store ratings)?

What happened? Why did it happen? How can we improve?

Analyze Data

Segment users and gather insights

Uncover behavior and activity trends

Identify opportunities for targeted campaigns/offers/promotions

Determine most appropriate method and times to deliver messaging

Take Action

Create better interaction

Provide one-to-one marketing

Drive engagement

Increase revenue

Promote customer loyalty

Improve customer satisfaction

Create brand enthusiasts

KPI How Target Date# of app downloads YTD and per month

Distimo 300.000 3 months from launch

App Store Ratings App Store 4 stars 3 months from launch

Accumulated # of unique active users per month (measures UEU for apps)

Google Analytics 50.000 Monthly over 3 months

Average Session Length/Visit duration (measures average session time)

Google Analytics 2 min 3 months from launch

Frequency of use (e.g.: in average every visitor access the app 3 times per month)

Google Analytics 3 times/month Monthly over 3 months

Transactions (redemptions and purchases)

E.g. PayPal/Google Analytics

10% = 5.000 with average value of 3 USD

3 months from launch

Registrations User data base / Harte Hanks

70% of monthly active users

Monthly over 3 months

Measuring Success

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Smart Mobile App KPIs measure engagement and not only downloads.

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Shall we sum it up?

Summary and key insightsMobile is already bigger than print and radio and will surpass PC Web in media time spent by 2015 but is currently far behind in media spend.

Is mobile defined in your budget in proportion to customer demand?

Apps vs web – apps are not for everyone but provide one of the best channels for ongoing engagements and to drive transactions

A great solution needs relevant content and a clear key use case

Key success factor for all solutions is utility and/or entertainment factor

Enable user discovery - leverage other channels to promote your mobile solution

Set SMART targets, monitor them rigorously and improve

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email

mobile

Magnus JernCEO

magnus.jern@goldengekko.com

+44 778 994 8836