This presentation to the CIPR addresses how marcomms professionals - client side and agency side - can get to grips with mobile and tablet as core comms channels. - Why mobile is different - Mobile success factors - Opportunities for PR industry - Getting started Hope this is useful. If this sparks ideas / interest for you or your clients, get in touch? Contact details on last slide. @CIPR_Marcomms

1. 2014 Mobile Workshop
Winning Mobile Plans
US version
Rob Thurner
London, 4.3.14
@weburnthesky

2. Rob Thurner
Mobile consultant, author, trainer, speaker
• 20 years PR, digital and traditional marketing experience
• 10 years in mobile
• Managing Partner, Burn The Sky
- Mobile strategy, execution, optimisation
• Author
- 10 key decisions for mCommerce success
- Winning with Mobile - Creating a strategy for Mobile Marketing,
Mobile,Commerce and Mobile CRM. Download from Amazon
• Digital Tutor and Trainer in Europe and USA.
@weburnthesky

3. Mobilising other brands
@weburnthesky

4. Content
• Why
mobile
is
different
• Mobile
success
factors
• Opportuni;es
for
PR
industry
• Ge?ng
started
@weburnthesky

5. @weburnthesky

6. Mobile First – where to start?
It’s
the
same
person
on
a
new
device
Behaviour
depends
on
loca;on,
;me
&
device
It’s
a
plaGorm
not
a
medium
It
enables
integra;on
with
every
other
discipline
• Mobile
is
a
dialogue
with
the
customer
• It’s
a
complex
journey
and
requires
a
long
term
plan
•
•
•
•
@weburnthesky

7. Start with the mobile consumer
Web
browsing
Navigation
Gaming
Personal
organizer
Call
Email
Camera +
pictures
Shopping
Text
Search
Mobile TV
Tablets
@weburnthesky
Music
Content
Download
Social
networks
Vouchers +
tickets
mPayments

8. Mobile in numbers
• On
average,
we
check
our
mobiles
• 69%
of
tablet
users
have
shopped
150
1mes
/
day
via
their
device
in
the
last
30
days
(Source:
Google)
(Source:
IAB)
• 84%
of
UK
smartphone
owners
use
•
mobile
devices
in-­‐store
…
17%
of
them
have
changed
their
minds
as
as
result
(Source:
Google)
61%
of
customers
who
visit
a
mobile
unfriendly
site
are
likely
to
go
to
a
compe1tor’s
site
(Source:
IAB)
• 56%
of
smartphone
owners
prefer
• Mobile
will
account
for
50%
of
using
their
smartphone,
rather
payments
worldwide
by
2016
than
a
computer,
to
access
the
(Source:
PayPal)
internet.
(Source:
Prosper
Mobile
Insights)
@weburnthesky

9. Customer journeys –
now more complex
@weburnthesky

10. Buying electronics goods:
Purchase process
@weburnthesky

11. What’s her ‘mobile’ behaviour?
@weburnthesky

12. Who are your mobile personas
(Heineken)
Tribal drinkers
Career guys
Buzz seekers
Regular blokes
Party girls
@weburnthesky
Male traditionalists
Routine strugglers
Detached moderates
Careful females

13. Audience data underpins mobile
format choice
Number of subscribers in the UK (000s)
13-17
18-24
25-34
35-44
45-54
Index vs population as a whole
55+
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Apps
@weburnthesky
Mobile
internet
MMS
SMS
LBS

14. Customer centric philosophy
@weburnthesky

15. Mobile : permission is essential!
@weburnthesky

16. Multiple screen consumers
Source:
Google
@weburnthesky

17. Fastest Growing Usage
Category on Smartphones
Top 10 Categories - % Reach
Email (Work/Personal)
78.9%
Weather
67.8%
66.2%
Search
60.3%
Travel
42.6%
Retail
41.1%
Insurance
39.3%
Home/Lifestyle
34.5%
41.1%
39.3%
34.5%
34.3%
34.0%
Maps/Directions
54.1%
E-Payments/Money Transfer
34.3%
Played Games
53.3%
Photo/Video Sharing
34.0%
33.4%
Local/World News
49.8%
Beauty/Fashion/Style
33.4%
33.2%
Listened to Music
48.9%
Credit Cards
33.2%
32.9%
Watched TV/Video
32.9%
29.4%
Instant Messaging
Watched TV/Video
47.0%
43.5%
% Smartphone Audience
@weburnthesky
Recipes/Cooking Tips
29.4%
% Year-on-Year Growth
Source: MobiLens, 3 mo. avg. ending September 2013, United States, N=32,377
%YoY Growth
Social Networking
Top 10 Categories - % Growth42.6%

18. Tablets for “relaxed creativity”
Why
did
you
choose
to
use
this
device
as
opposed
to
another
device?
49% Easiest for me to pick-up
37% Fastest at giving me what I need
37% Screen/interface is easier to use
32% What I need in format I prefer
Preferred
functionality
31% Always prefer to use this device
27% Has apps/programmes I prefer
18% Habit
7% Offers greatest privacy
No other devices were available at
6% the time
5% Cheaper for accessing the Internet
@weburnthesky

19. Most focus on customer
acquisition
Mobile
advertising
Site +app
development
Social
Mobile
Mobile PPC
@weburnthesky

20. Bigger opportunity for long term
loyalty
Mobile
advertising
Basic appdevelopment
Social
Mobile
Mobile PPC
Data
Integration
Messaging
Coupons
CRM &
Loyalty
Programmes
@weburnthesky

21. Develop a robust mobile strategy
@weburnthesky

22. Is There an App For That?
@weburnthesky

23. Why invest in apps?
… what’s the consumer benefit?
• Is
there
a
defined
consumer
segment?
• Is
there
an
opportunity
for
frequent
engagement
built
around:
– Service
– Entertainment
– Informa;on
– Distrac;on…?
@weburnthesky

24. Messaging Apps
+54%
+379%
@weburnthesky
+105%
+35%

25. App focus on user experience
… over form and function
@weburnthesky

26. Starbucks - ease, convenience,
personalisation
Ø Check
and
charge
up
your
Starbucks
Card
Ø Pay
with
your
iPhone
or
iPod
Touch
at
U.S.
Starbucks
stores
Ø Locate
a
mobile
payment
Starbucks
near
you
Ø Track
your
Starbucks
Rewards
program
@weburnthesky

27. Swiftkey app
@weburnthesky

28. Mobile web : HTML5 approach
@weburnthesky

29. FT’s HTML5 strategy
@weburnthesky

30. Role of PR agencies
in the value chain
• Idea
genera;on
• User
Generated
Content
• Driving
traffic
@weburnthesky

31. SMS text to win
• Response
into
rela;onships
• “Something
for
everyone”
enhanced
by
local
ac;va;on
informed
by
SMS
response
data
@weburnthesky

32. Interactive billboard – Grenata
@weburnthesky

33. Jimmy Choo – integrated mobile
social location campaign
@weburnthesky

34. Customer value over time
Impact
on
profits
60
50
Profit
Index
40
Profit
from
referrals
Profit
from
reduced
costs
to
serve
30
Profit
from
price
premium
Profit
from
increased
purchases
20
Base
profit
10
0
1
2
3
4
Years
Source:
Harvard
Business
School
@weburnthesky
5

35. Concierge service – Nike True City
• The
True
City
app
gives
informa;on
on
Nike
products
and
loca;ons
based
on
cell
ID
• Allows
for
consumers
to
review
and
add
own
loca;ons
@weburnthesky

36. Best Practice – clear Ts&Cs
@weburnthesky
36

37. P&G Charmin sponsors
Sit or Squat App
• Sit
or
Squat
Bathroom
finder
in
10
different
countries
-­‐
100,000
bathrooms
worldwide
• Charmin
sponsor
the
app
to
build
brand
awareness
–
lower
cost
than
building
an
app
"Sit
or
Squat
is
the
perfect
partner
for
us
…
we're
not
going
to
reinvent
the
wheel
by
crea;ng
this
applica;on.
We
found
somebody
out
there
whose
mission
matches
ours.
It
creates
the
perfect
partnership."
Dewayne
Guy,
external
rela;ons
manager
at
P&G
Source:
www.mobilemarkerter.com
@weburnthesky

38. Mobile ratings and reviews
@weburnthesky

39. Mobile social networking as
advertising platform
Social Networking Activities
Read posts from people known personally
83.9%
Posted status update
75.6%
Followed posted link to website
70.9%
Posted photo
70.0%
Read posts from organizations/brands/events
67.3%
Read posts from public figures/celebrities
65.6%
Posted link to website
56.4%
Clicked on advertisement
46.2%
Received coupon/offer/deal
42.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
% used Social Networking related to TV programme
@weburnthesky
39
•
Source: MobiLens, 3 mo. avg. ending September 2013, EU5, N=67,216

40. Driving traffic
• Driving
traffic
to
mobile
assets
is
cri;cal.
• We
are
experienced
at
delivering
effec;ve
traffic
genera;on
strategies:
– Messaging
– Adver;sing
– Search
– Social
media
– E-­‐mail
– Word
of
mouth
@weburnthesky

41. QR codes - User experience?
@weburnthesky

42. App focus on standout
… > 1 million other apps
• Standout
from
App
noise
is
cri;cal
• Ra;ngs
+
sales
used
to
organise
App
stores
• Use
WOM
• Use
Social
Media
outlets
• Use
blogs
• Use
App
store
marke;ng
machines
@weburnthesky

43. Paid Search
@weburnthesky

44. Google Mobile Search extensions
@weburnthesky

45. Natural search
@weburnthesky

46. Natural search returns
@weburnthesky

47. News sites
@weburnthesky

48. Getting started
@weburnthesky

49. Mobile resources
Site
Content
www.mobilemarketingmagazine.com
www.iabuk.net
www.smartinsights.com
www.burnermobile.com
The Mobile Playbook
Our Mobile Planet
Google Mobile Ads Blog
www.flurry.com
www.comscore.com
News, case studies, awards
Case studies, white papers
Digital strategy, analytics, blog
Blog, market analysis
Google guide – winning with mobile
Google – Q&A on mobile consumers
Google blog on mobile advertising
Metrics, apps
Mobile usage
@weburnthesky

50. Mobile resource – Amazon ebook
Search:
Winning
with
Mobile
@weburnthesky

51. Thanks for your time
rob@burnthesky.com
@weburnthesky
www.burnthesky.com
+44
7793
804419
@weburnthesky