Who are we?!Ville Kulmala (Finland) – Managing Director – Mobile Spark!!Twitter: @villekulmala!!-  Over 14 years technology and business consulting

experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!

-  Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong. !

-  Chairman for +1000 members strong Mobile Monday Thailand.!

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Mobile Game Changers!1. Web Apps for Mobile Marketing !!-  Case for Web Apps as mobile marketing tool!

!2. Mobile Word-of-Mouth !!-  How to take advantage of WOMM in a mobile!

!3. Social Mobile – The Big Picture!

-  Past, current and future of mobile social media!

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Web Apps for Mobile Marketing!

Stats – Mobile Web vs. Native !Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate  paths.  Fragmenta#on  con#nues.  Of  all  users:    36.4%  use  their  mobile  browser    34.4%  use  their  na5ve  Apps    Twi$er    14%  use  their  mobile  browser    8%  use  their  na5ve  Apps      (Comscore  –  US  based  users)  /  (Twi6er)      !

Positioning - Mobile Web vs. Native !Na#ve  apps  and  mobile  web  have  differen#a#ng  posi#oning  for  a  client  interac#on.  !Mobile Web ! !è Discovery!- Linkable!- Searchable!- Shareable!- Trackable!!

Native Apps !è Loyalty!!!!Ref. Google!

Mobile Marketing Perspective “Funnel”!Mobile  Web  vs.  Na=ve  Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate  paths.    

!!!!!

Loyalty  New  Customer  

Convert  Exis#ng  Customer  

Loyal  Customer  /  Evangelist  

Mobile  Web  

Discovery  

Na5ve  (web  too..)  

Mobile Word of Mouth!

What are your 3C’s ?!

Complete Consumer Cycle!!“Consider your customer’s full interaction cycle”!

Case Study - Travel Industry!Case for Hotel Bookings apps (red).!Case for Photo Sharing apps (blue).!!-  Most interactions only

focused on one step!!-  Relative importance of

other customer interactions ignored.!

-  All steps should be considered for mobile marketing strategy.!

Case Study – High Impact Facebook!!Spotify!!-  Seamless Facebook integration!-  Fully integrated mobile app!-  Facebook Timeline since Jan 12!-  Sharing enabled in-app!-  Artist pages link to Spotify!-  Facebook / Spotify partnership!!“All roads leads to listening music on Spotify”!

! ! ! ! ! ! ! ! ! ! ! !

Case Study – High Impact Twitter!Nike + FuelBand!!-  Very popular product!-  iPad/iPhone Native App !!(partner)!

-  Integrated Twitter account !!and missions!

! !Yet !!-  Facebook “separation” and !!“monologue” !

-  Physical device / App not !fully integrated!

!

Social Mobile – The Big Picture!

Social Macro perspective – 3 yrs ago!

Social Macro Perspective – 2 yrs ago!

Social Macro Perspective – 4 days ago!

Social Macro Perspective – The Law!

Social Macro Perspective - The Future!Social  Mobile  Web    -­‐  More  sharing  about  everything,  increase  of  sharing  without  ac5on  

-­‐  Facebook  and  others  will  expand  their  ecosystems  to  the  mobile  

-­‐  More  means  to  share,  third  party  developers  offer  a  way  to  tap  in  to  new  opportuni#es  on  a  mobile  

 Take  advantage  of  new  mobile  tools    -­‐  Posi5on  yourself  for  the  growth  –  being  first  does  pay  off,  but  it  

can  be  painful    

Conclusion!1.  Mobile Web Apps for Marketing !

!Discovery - Mobile Web App is Discoverable !

2.  Social Mobile Word-of-Mouth Marketing!

3C’s - Cover your Complete Customer Cycle!

3.  Integrating your Social Mobile Marketing efforts!

Think Future - Position your mobile efforts!for growth!

!!

Thank you!!

Ville Kulmala – Director!!Twitter: @villekulmala!