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SHARETHIS
SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
SUPPORTED BY
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Simon LissCommunicating in a mobile world
@Heavyairs
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Why has mobile become so important?
2011 is the year the internet changed – it became mobile
Jan-10 Feb-10
Mar-10
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Jul-10 Aug-10
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Jan-1130.0%
32.0%
34.0%
36.0%
38.0%
40.0%
42.0%
44.0%
46.0%
48.0%
36.8%
46.2%Used App OR Browser (UK)
% M
arke
t
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Mobile Usage August 2012
Mobile Media - Growing Usage Patterns Total pop
Text at least once a month 92%
Accessed apps 62%
Accessed mobile internet 57%
Accessed social networking site/blog at least once a month
42%
Accessed search at least once a month 39%
Mobile Media Usage Areas in decline/static Total pop
Used SMS to access news/info 26%
Scanned QR / barcode 7%
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Mobile is social and social is mobile
Growth EU5 Q1 2012 via Comscore
+101% MOBILE+66% PC
+52% MOBILE+9% PC
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FB is tied to mobile
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Key Messages
#1 Mobile is a big part of social and web #2 Consumers are leading the way#3 There is opportunity to innovate
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Approaching Mobile (some words of advice)
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Don’t Put Technology First
SUPER HIGH-TECH! USED BY ROBOTS! BIG IN JAPAN!
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Don’t Put Technology First
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Don’t Put Technology First
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Fish where the fish are
13 - 17 yr olds
18 – 24 yr olds
25 – 34 yr olds
35 – 44 yr olds
45 – 54 yr olds
55 yr olds +
Audience 3.5 m or 7.2%
5.7m or 11.8%
8.1m or 16.8%
8.3m or 17.% 8.1m or 16.8%
14.7m or 30.4%
Scanned a QR code (at least once each week)
1.1% (0.1%) 2.3% (0.6%) 2.1% (0.2%) 1.4% (0.1%) 0.4% (0.2%) 0.3% (0%)
Searched regularly via browser
27.6% (1.1%)
38% (0.9%) 36.7% (1.3%) 32.4% (1.7%) 21.2% (0.2%) 12.5% (1.3%)
Comscore Mobilens All UK March 2012
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Look forward not backwards
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Look forward not backwards
MOBILE WEB BANNERSMOBILE WEB SITES
M E COMMERCE
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Think horizontal
67% have used their mobile to search for a product after seeing an advert on other media
31% of people said they used a smartphones in-store
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Key Messages
#1 Don’t let technology lead#2 Break out of the PC web constraints#3 Mobile is not just ‘stand-alone’
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Experience & Contextin action
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Mobile is still a small part of web
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Mobile Web
Total VolumesMobile 18% vs PC 82%
Overall 18%
Total mobile share of web traffic in-line with expectations
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The Dual Screen Effect
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WebMobile
Teaser ads go liveMobile peaks at 35%
Main TV ads go liveMobile peaks at 25%
Initial interest is high and mobile over-indexes during the broadcast of the TVCs
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The Fibre Media effect
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Mobile TrafficPC Traffic
Print Live Mobile web volume exceeds PC
web (peaks at 55%)
Print works very well with mobile in certain contexts
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
Putting Mobile into Practice (in the real world)
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The mobilisation roadmap
Increase reach and relevance of existing
digital channels
Creating new relevant mobile channels
Activating and leveraging non-digital
channels
1 2 3Optimise Innovate Integrate
The quick fix. Taking existing content and concepts and
adapting them so they work on mobile devices
Breaking new ground by testing and learning with new mobile channel specific opportunities
Allowing all relevant touch points to pivot around mobile
specific content and assets
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SOCIAL MEDIA CONFERENCE, 1 NOVEMBER, LONDON
#1 Mobile is a big part of social and web #2 Consumers are leading the way#3 There is opportunity to innovate#4 Don’t let technology lead#5 Break out of the PC web constraints#6 Mobile is not just ‘stand-alone’
@Heavyairs