Integrating mobile into your activities
a presentation by bemoko and HeathWallace
Why have a mobile solution?
Why do people have a web presence?
Are the reasons the same for mobile?
Web != Print
Mobile != Web
What do you want to do?
What’s your goal?
The goal gives you ...
purposedirection
reason to be
creative foundations measurability
The experience can be ...
usefulviral
stickyfun
The experience can ...
reinforce brand
drive direct sales
provide service
Who defines goal?
youyour competitors
your audience
your mobile partner
1.discover2.engage• trust•measure
• repeat
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IntentAwareness Appreciation ActionAdvocacyBenchmarking
IAB’s Social Media Measurement
1 DISCOVER
SocialSMSQR CodesMobileEmailSearchPromotionOutand about
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DISCOVER - INDUSTRY EXAMPLES
Orange
Wednesdays
BMW
Snow tyres
Google QR
code stickers
Yelp AR
2 ENGAGE
SocialConversationMakerelevantGive 'emsomethingSeizethe moment
it’s the consumerthat chooses when
and where to connect
while out and about
it’s the consumerthat chooses when
and where to connect
in private
while out and about
it’s the consumerthat chooses when
and where to connect
wherever they get inspired
in private
while out and about
Good site ... bad site
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…
(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
3 TRUST
Brand in the handLook & feel UXQuality of Experience
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TRUST - INDUSTRY EXAMPLES
4 MEASURE
AnalyticsIdentify good performanceRoot out bad performanceFeedback and improve
SocialViralValuableserviceThey want to return
5 REPEAT
Mobile different to PC... but do connect campaign across channels
consistentcompliment
combine
Mobile can ...
create fuller campaignextend reach
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THANK YOU
Why? GoalEngageMeasure
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