Post on 26-May-2015
description
Listen to audio over your computer speakers or headphones, or phone in toll-free on:
Australia: 1800 903 061 New Zealand: 0800 45 2198 Singapore: 800 120 5611 China: 4001 646 424 Hong Kong: 800 905 507 India: 000 800 650 1701 Indonesia: 007 803 011 0394 Malaysia: 1800 81 5376 Philippines: 1800 1651 0717 Thailand: 1800 658 132 Taiwan: 00 806 651 909 Vietnam: 120 65 158
Access Code: 502-538-536 We will begin at approximately 12 Noon Australian EST
The Marketer’s Guide To iPad for Business
Meet Your Moderator
James New APAC Marketing
Type ques)on here
How to interact today
Type your comments and ques1ons here
throughout
Raise your virtual hand up to ask an audio question at the end
Twitter Hashtag
#iPad4biz
Brian Giesen | @bdgiesen Regional Director, Sydney
Ogilvy 360°Digital Influence
Meet Your Speaker’s
Mike Boyd | @mike_boyd Managing Director AppCast Pty Ltd
Confidential
11/08/11
The Marketer’s Guide to iPad for Business Presented by Ogilvy 360°Digital Influence and AppCast 11 August 2011
AUDIENCE POLL
Do you own an iPad?
The iPad landscape
More than 17 million iPad/iPad2 units sold worldwide!Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/
8% of online Australians own a tablet device!Source: Nielsen Online, Lillian Zrim
In U.S., 500,000 iPad2ʼs sold on the first day, 70% to new users!
Source: ipadforums.net, Reuters
On March 25, iPad2 went on sale in Australia, selling out within hours!
Source: International Business Times
Sydney
242.3 Million sold in 2015
19.7 Million sold in 2010
Market Growth of Tablets
Source: isuppli.com, itp.net
87% of iPad owners use it every day
Source: btrax
39% 35%
iPad Sta1s1cs
59
15 90 iPad already available in 59 countries
15MM units sold in 2010
90% tablet market share
Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com
50 50% of Fortune 100 using iPad commercially
iPad in the Enterprise
80 80% of Fortune 500 deploying or pilo1ng iPad
Source: zdnet.com, dashboardinsight.com
0
2
4
6
8
10
0 1 2 3 4 5 6 7 8 9 10
Apps iTunes
App Economy
Quarters after launch!
Dow
nloa
ds (B
illion
)!
Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
10 bn
0
200
400
Jul-06 Jan-07
Apple Android
Available Apps
Thou
sand
Source: Forrester, February 2011
45.5%
33.1%
10.3%
Mobile Traffic Report from Forrester Retail Site
iPad
iPhone
iPod Touch
Droid
Blackberry Tour
Blackberry Onyx
Samsung Moment
Other Mobile
Nearly half of mobile traffic occurs on iPad
Source: Business Insider, May 2011
0%
10%
20%
30%
40%
50%
60%
July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11
iPhone
Android
iPad
Mobile Share of Total Visits iPod
Blackberry
Visits to Business Insider From Mobile Devices (Share Of Mobile Visits Per Device)
Mobile share of web use on the rise
iPad users’ percep1on of mobile adver1sing
• More receptive to ads than other device users!!• Enjoys interactive ads!!• Looks more at ads with video!
• Appreciates innovative advertising methods!!• More likely to make a purchase after viewing an ad!
Source: The Nielsen Company
The Australian Mobile Audience Landscape
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
0
50000
100000
150000
200000
250000
300000
350000
400000
Aug 09
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May 10
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Ave Daily UB
PI
Source : Nielsen Market Intelligence, Mobile content, Total Traffic May 2011
Brand websites that break on the iPad
Source: btrax
AUDIENCE POLL
Why did you purchase or want to purchase a tablet?
Who is using the iPad?
Entertainment!Utility! Information!
Call customers to act in a way that is in line with business objectives!
Incorporate games, videos, and other entertaining features based around
products !
Offer additional knowledge about products or related
services !
Businesses incorporate the iPad in various ways
Source: itunes.apple.com
CX Mobile makes travelling easier by
letting users handle many travel
necessities at any time and from
anywhere in the world, including:!
Ø Check in!
Ø Check flight status!
Ø Booking a flight!
Ø Manage your booking!
Ø Get flight schedules !
Ø Access City Guides to over 70
destinations worldwide !
Cathay Pacific Travel Resources
Utility!
ChaXer Salesforceʼs Chatter is designed to
improve employee collaboration and
engagement. !
!
Great tool for sales teams in particular, as
the app features groups, file sharing as
well as the short “what are you working
on” updates.
!
Source: itunes.apple.com, fashionista.com
Utility!
Features include:!
Ø Store Locator!
Ø Drink Builder: Create and share your
perfect Starbucks ® beverages!
Ø Food Menu with nutritional info and
ingredients!
Ø Coffee Menu!
Ø Job Finder!
Ø myStarbucks: Save all of your favorites
for quick recall and sharing.
!
Starbucks Coffee-‐maker
Source: itunes.apple.com
Utility!
The digital edition of GOURMET
TRAVELLER is an interactive app-based
magazine available for free.!
Features include:!
Ø How-to videos!
Ø Cooking demonstrations!
Ø Picture Slideshows!
!!
Australian Gourmet Traveller
Source: itunes.apple.com
Entertainment!
Features include: !
Ø Play & download games.!
Ø Listen to Radio Disney.!
Ø Interact with Disney characters. !
Ø Create personalized greetings from
characters.!
Ø Watch new, favorite and original videos.!
Ø Get the latest Disney news and
updates about movies, TV shows, events
and more!
Ø Movie showtimes, locations and tickets!
Disney Interac1vity
Source: itunes.apple.com
Entertainment!
Burberry Retail Theatre During their 2011 spring/summer
show, 25 Burberry boutiques around
the globe streamed the runway show
live for customers on social media. !
!
iPads with a special Burberry app
were distributed among the public,
allowing the public to order and buy
the items on show straight away. !
Source: Ogilvy
Entertainment!
Ford Fiesta Brochure The Ford Fiesta brochure app is a
friendly, easy-to-use presentation that
takes you on a complete tour of Fiesta in
a simple magazine format.!
Features include:!
Ø 360-degree views of exterior & interior!
Ø Details of 15 class-exclusive features!
Ø Informative videos!
Ø View all of Fiesta's exterior colors !
Ø Dealer locator current dealer inventory!
Ø Price quote request!
Source: itunes.apple.com
Information!
Mercedes-Benz Advantage is an app
made for the automaker's sales force. The
app provides quick access to the latest
deals and a quicker turnaround time for
customer credit application processes.!
!
The program streamlines the closing of
the deal by eliminating the potentially
deal-killing walk away. !
Mercedes-‐Benz Advantage
Source: autoblog.com
Information!
Flickr user iFun.de
With the free InterContinental® Concierge
Insider Guides iPad App, users tap into
the knowledge and experiences of the
InterContinental Concierges.!
Features include: !
Ø Local concierge recommendations for
over 120 destinations!
Ø Video tours!
Ø An interactive map of recommended
shops, restaurants and local attractions!
InterCon1nental Concierge
Source: itunes.apple.com
Information!
Measure! Measure!
Strategic Approach to !Content Creation for the Tablet!
Strategy! Measure!Create! Publish!
Measure! Measure!Strategy! Measure!Create! Publish!
Discover
Plan
What are our goals?!Who will we reach?!What are our resources?! !
Where will people interact with content?!Define content types.!Develop strategy.! !
Strategic Approach to !Content Creation for the Tablet!
Refine messaging in content.!Modify channels of distribution.! !
Measure! Measure!Strategy! Measure!Create! Publish!
Discover
Plan
What are our goals?!Who will we reach?!What are our resources?! !
Where will people interact with content?!Define content types.!Develop strategy.! !
Strategic Approach to !Content Creation for the Tablet!
Content Owned content.!Event triggered.!Consumer generated. ! !
Story Define message and tone.!What problem are you trying to solve?!! !
Measure! Measure!Strategy! Measure!Create! Publish!
Discover
Plan
What are our goals?!Who will we reach?!What are our resources?! !
Where will people interact with content?!Define content types.!Develop strategy.! !
Strategic Approach to !Content Creation for the Tablet!
Content Owned content.!Event triggered.!Consumer generated. ! !
Distribute Content seeding with !online destinations: !social channels, etc.! !
Story Define message and tone.!What problem are you trying to solve?!! !
Curate Determine sources.!Aggregate content.!Apply keywords. ! !
Measure! Measure!Strategy! Measure!Create! Publish!
Discover
Plan
What are our goals?!Who will we reach?!What are our resources?! !
Where will people interact with content?!Define content types.!Develop strategy.! !
Strategic Approach to !Content Creation for the Tablet!
Content Owned content.!Event triggered.!Consumer generated. ! !
Distribute Content seeding with !online destinations: !social channels, etc.! !
Optimize Refine messaging in content.!Modify channels of distribution.! !
Story Define message and tone.!What problem are you trying to solve?!! !
Evaluate Content performance meet goals?!Which channels are best?!Which most valuable? ! !
Curate Determine sources.!Aggregate content.!Apply keywords. ! !
Resources:
Additional Resources
Getting started:!
• http://www.apple.com/ipad/business/!
!
Staying smart:!
• https://discussions.apple.com/community/ipad?categoryID=267!
• http://www.asiadigitalmap.com/!
• http://www.zipadblog.com/!
• http://www.tipb.com/!
Slideshare presentations:!
• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed!
• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics!
!
!
The Holmes Report Awards • 2011: APAC Digital Consultancy of the Year
IPA Effectiveness Awards • 2010: Bronze award for “How Branding
Generated Sales, Even in a Recession”
Asia Pacific PR Awards
• 2010: Best Use of Digital x 3
• 2009: Best Use of Digital
Asia Marketing Effectiveness Awards • 2010: Most Effective Public Relations
Ogilvy Professional Achievement Awards • 2010: Best in Digital Influence (Taiwan)
• 2010: Best Specialized Marketing (Shanghai)
• 2010: Best submission for 30th anniversary competition (Hong Kong)
Click Awards • 2010: Integrated Marketing
WPPed Cream Awards • 2010: Best Consumer Marketing
ITSMA Marketing Excellence Awards • 2010: Most Effective Public Relations
(Diamond)
IBM Global Best Practice Awards
• 2010: Best CFO Case Study (Silver)
• 2010: Best Impact in Regional Activity Using Social Media (Bronze)
• 2010: Values Award
Microsoft Marketing Awards
• 2010: Social Media Marketing in Asia Pacific
Atticus Awards • 2010 Best Digital Influence Essay
CONTACT: Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p 02 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen
Ogilvy is the most awarded social media agency in APAC
Mike Boyd Managing Director Appcast p 02 9409 0088 e mike@appcast.com.au t @mike_boyd
Type ques)on here
Q&A
Type your
comments and questions here
Receive a Complimentary Copy of today’s presentation Request a free trial of GoToWebinar, GoToMeeting or GoToMyPC by Citrix Access a special subscription offer of the First 2 Months Free before 31 Aug
3 Reasons to fill out the exit survey
great
1 2 3
For a free trial and to learn more visit phone:
Australia: 1800 451 485 New Zealand: 0800 42 4874 Hong Kong: 852 2100 5077 India: 1 800 103 5551 Visit: www.gotowebinar.com Follow our blog workshifting.com
SPECIAL OFFER to Today’s Webinar Attendees Subscribe to Any GoTo Products before 31 August
and get the FIRST TWO MONTHS FREE
Webinars Made Easy
Today’s webinar brought to you by:
Access your PC or Mac from Anywhere NOW with HD Faces Video Conferencing
Type ques)on here
Q&A
Type your
comments and questions here
Raise your virtual hand up to ask an audio question at the end
Thank you for attending (and interacting)!
We will send you a link to the recorded session later today
Next Webinar: Thurs 18 August at Noon AEST With Bob Hanson, President, Quantum Leap Marketing
How to Create New Qualified Leads with Webinars
#LunchLearn