1. Harnessing the Mobile Opportunity to Target and Build
Communities Tania Seif, Head of Social Marketing
2. The mobile opportunity on social Advertising & content
Selling a product through social 2 Todays presentation
3. 71% of UK adults have a smartphone - OFCOM
4. Marketing has always been focused on reaching people where
they spend their time
5. Apps & social media dominate time spent Source: FLURRY,
April , 2014: http://marketingland.com/google-takes-mobile-
revenue-deserves-time-spent-78540
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. ADVERTISING CONTENT INTERRUPTIVE ONE-WAY MESSAGING
PARTICIPATIVE TWO-WAY CONVERSATIONS PROJECTED PUBLISHED PAID FOR
EARNED & OWNED PUSH PULL
8. ADVERTISING
9. CONTENT
10. Targeting paid social with CRM LOW MEDIA WASTAGE
12. NEW CATEGORY CUSTOMERS ACTIVE CATEGORY CUSTOMERS Customer
retention iOS
13. Growing the Coral community LOOKALIKES COMPETITORS MOSAIC
PROFILES
14. 2-way conversation
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. Moment marketing
17. Marketing via trending # & popular culture
18. Direct marketing to talking points
19. Content, conversation & cut through
20. SOV into traffic & sales Source: Crimson Hexagon, April
2015
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. 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