M2 roadshow europe ian homer bemoko
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Transcript of M2 roadshow europe ian homer bemoko
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Integrating mobile into your activities
a presentation by bemoko and HeathWallace
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Why have a mobile solution?
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Why do people have a web presence?
Are the reasons the same for mobile?
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Web != Print
Mobile != Web
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What do you want to do?
What’s your goal?
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The goal gives you ...
purposedirection
reason to be
creative foundations measurability
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The experience can be ...
usefulviral
stickyfun
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The experience can ...
reinforce brand
drive direct sales
provide service
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Who defines goal?
youyour competitors
your audience
your mobile partner
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1.discover2.engage• trust•measure
• repeat
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IntentAwareness Appreciation ActionAdvocacyBenchmarking
IAB’s Social Media Measurement
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1 DISCOVER
SocialSMSQR CodesMobileEmailSearchPromotionOutand about
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DISCOVER - INDUSTRY EXAMPLES
Orange
Wednesdays
BMW
Snow tyres
Google QR
code stickers
Yelp AR
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2 ENGAGE
SocialConversationMakerelevantGive 'emsomethingSeizethe moment
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it’s the consumerthat chooses when
and where to connect
while out and about
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it’s the consumerthat chooses when
and where to connect
in private
while out and about
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it’s the consumerthat chooses when
and where to connect
wherever they get inspired
in private
while out and about
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Good site ... bad site
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the web killed my phone
it also killed my first impressions, user experience and my patience
I’ve just bought an iPhone, so why should I care?
uh oh… this page uses flash, I
hope there wasn’t important stuff
here.
if I squint hard, this is a store locator.
but surely the phone knows where it
is – just give me the closest store!
I can’t read anything, where do I
start?
somewhere here is a login button-
why? you know who I am!
so many links, even if I could read
them, how many do I really need
when out-and-about?
this whole page was over 412 KB,
and took me ages to download. I’m
glad the flash didn’t work now – it
would have more than tripled that…
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(but it doesn’t have to be this way)
images delivered the correct size for
my screen, saving me time and
money.
it’s instantly clear how to navigate the site, and I have
the option of jumping to the full PC site should I need
to do more.
content personalised for me
without asking me to login
great, the page is optimised to take full
advantage of this expensive phone I just
bought
easy to press buttons – perfect for use on a
touchscreen phone like this
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ENGAGE - INDUSTRY EXAMPLES
Quiz
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3 TRUST
Brand in the handLook & feel UXQuality of Experience
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TRUST - INDUSTRY EXAMPLES
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4 MEASURE
AnalyticsIdentify good performanceRoot out bad performanceFeedback and improve
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SocialViralValuableserviceThey want to return
5 REPEAT
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Mobile different to PC... but do connect campaign across channels
consistentcompliment
combine
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Mobile can ...
create fuller campaignextend reach
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THANK YOU
Why? GoalEngageMeasure