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.!
!
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!
!!
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!
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