5 Breakaway Mobile Marketing Insights
Will Reese Ph.D., Director of the Digital Futures GroupJamie Beckland, Manager of Emerging Media
March 29, 2011
5 Breakaway Mobile Marketing Insights
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
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
What is geolocation?
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A new form of social network updating…
…where people broadcast where they are, and when…
… as they attend events…
... or perform transactions.
What is geolocation?
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
A new form of social network updating…
…where people broadcast where they are, and when…
… as they attend events…
... or perform transactions.
CONNECTION
UNDERSTANDING
PARTICIPATION
RELEVANCE
Why does it matter?
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
Help consumers where and when they want help. Drive purchase at POS.
Right place, right time.
Adoption Momentum
In a comparable period (2006 – 2008) Twitter reached only only 1m users
Mar
ch-0
9
Augus
t-09
Mar
ch-1
0
Augus
t-10
Mar
ch-1
10
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Foursq...
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Foursquare reached 7.5 million users March 2011, up 1.5 million from January
Why does it matter? | Our Study | 5 Insights
Growing market enthusiasm
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Mayor of Austin, TX declares 4/16/11 “Foursquare Day”
Why does it matter? | Our Study | 5 Insights
Geolocation will take off soon.
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
Why does it matter? | Our Study | 5 Insights
Early adopters
Today
Early majority
Our Study
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
February 2011437 smartphone users5 geolocation apps
We’re on the verge.
Usage incidence for location-based apps
(n=437 smartphone users)
39%61% Use of 1 or more loca-
tion-based appsDo not use location-based apps
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
Awareness of location-based
apps(n=437
smartphone users)
56%
44%Know about location-based appsDo not know about them or what they do
Why does it matter? | Our Study | 5 Insights
1. Find your social story.
Check-ins are NOT just coupons.
56%
19%
7% 6%4% 3% 3% 1%
1%
Social Connection InformationEntertainment DiscountsThey are not beneficial DiscoveryDon't Know IdeasOther
| ©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
2. Engage social network updaters.
Users(n=171).
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“How frequently do you contribute updates to social network services?”
Why does it matter? | Our Study | 5 Insights
Non-users(n=266)
8% 15%
28%32%
7%10% Several times per year
Several times per month
Several times per week
1-5 times per day
More than 10 times per day
I do not use social network services
4%9%
26%49%
11%1%
2. Engage social network updaters.
Building social media presence should precede your moving into geo-location.
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Why does it matter? | Our Study | 5 Insights
2. Engage social network updaters.
Users of dedicated apps sees themselves as influential.
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“Others seek my opinion on new mobile services like location-based apps” (n=159 users)
Why does it matter? | Our Study | 5 Insights
Low
Mid
High
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%
Facebook Places Foursquare Google Latitude
2. Engage social network updaters.
Facebook Places is likely to prevail.Successful engagement will signal early majority.
0
50000000
100000000
150000000
200000000
250000000
300000000
350000000
400000000
450000000
500000000
| ©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
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/
3. Earn the interest and trust of a network.
Geolocation lets you stoke advocacy of your closest customers.
Other digital touchpoints reinforce the message.
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Facebook updates by a Nike Plus user (and friends), names altered
Why does it matter? | Our Study | 5 Insights
3. Earn the interest and trust of a network.
The chief barriers today are lack of clear benefit, and privacy fears.
Privacy concerns
No need/interest/benefit
Redundant to how I already connect
Misc
No time to explore
Intrusive to others/inappropriate
Use someone else's
Live in a small community
0% 5% 10% 15% 20% 25% 30% 35%
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“The benefit you cited hasn’t led you to use any of these apps. How come?”(n=73 knowledgable non-users)
Why does it matter? | Our Study | 5 Insights
3. Earn the interest and trust of a network.
Not knowing why you need the info makes it harder for them to share.
0.0%20.0%40.0%60.0%80.0%
Have today Reasonable
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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
4. Sponsor real-world customer interactions.
The ideal: networks provide advice and discovery. Facilitate this.
19%
8%
4%
44%
22% 3%
Insight about my travel or movement patterns over timeSavings in discounts and merchant rewardsAchieving activity milestones in a gameConnection to other people I know or could meetFinding a place liked by people I trustOther (please specify)
“What is the most important benefit of these apps to you, personally?”(n=253)
Why does it matter? | Our Study | 5 Insights
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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.
The key breakaway mobile marketing insight
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? Let’s [email protected], @willreese | [email protected], @beckland
Thank you!
Geolocal is geosocial.You’ll want to be there.
| ©2011 White Horse Productions, Inc. Content may not be reused without permission.
