1. 1. Harnessing the Mobile Opportunity to Target and Build Communities Tania Seif, Head of Social Marketing
2. 2. The mobile opportunity on social Advertising & content Selling a product through social 2 Todays presentation
3. 3. 71% of UK adults have a smartphone - OFCOM
4. 4. Marketing has always been focused on reaching people where they spend their time
5. 5. Apps & social media dominate time spent Source: FLURRY, April , 2014: http://marketingland.com/google-takes-mobile- revenue-deserves-time-spent-78540
6. 6. 79% of SMARTPHONE USERS keep their phones with them for all but two hours of their waking day The average IOS user has 26.8 apps installed Only 15% still use an app after 2 months
7. 7. ADVERTISING CONTENT INTERRUPTIVE ONE-WAY MESSAGING PARTICIPATIVE TWO-WAY CONVERSATIONS PROJECTED PUBLISHED PAID FOR EARNED & OWNED PUSH PULL
8. 8. ADVERTISING
9. 9. CONTENT
10. 10. Targeting paid social with CRM LOW MEDIA WASTAGE
11. 11. INTERESTS & KEYWORDS COMPETITORS LOOKALIKES Customer discovery & acquisition iOS, ANDROID, DESKTOP
12. 12. NEW CATEGORY CUSTOMERS ACTIVE CATEGORY CUSTOMERS Customer retention iOS
13. 13. Growing the Coral community LOOKALIKES COMPETITORS MOSAIC PROFILES
14. 14. 2-way conversation
15. 15. The Jerry Seinfeld Cold Call Sorry, cant talk now, but give me your home number and Ill call you back later. The cold caller says he cant do that. Seinfeld says: Thats because you dont like being called at home, right? Well, now you know how I feel. Delivering on relevancy
16. 16. Moment marketing
17. 17. Marketing via trending # & popular culture
18. 18. Direct marketing to talking points
19. 19. Content, conversation & cut through
20. 20. SOV into traffic & sales Source: Crimson Hexagon, April 2015
21. 21. Impact on purchase? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2013 2014 13% 8% 25% 42% 30% 31% Not in the last month Via a mobile / tablet On 2+ channels Source: Gala Coral Group, Internal Data, 2014
22. 22. Personal nature of mobile our biggest challenge Hard selling is not effective Use paid for direct response Test and learn for your brand In summary
23. 23. Thank You