1. #CIPRSM#CIPRSM
Using Mobile As Part ofYour
Marketing Strategy
Phil Hakim, Senior Account Manager, Edelman
@phillyhak
27th June 2013
SOCIAL
SUMMER

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Why Mobile Matters

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Mobile is EVERYONE
6
billion
4.5 billion
2
billion
MOBILE
SUBSCRIPTIONS TOOTHBRUSHES
ACCESSTO
INTERNET

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Mobile is GLOBAL
135%
114%
108%
80%
87%

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Mobile is BEHAVIOUR
ATWORK
EMAIL
PRODUCTIVITY
IN STORE
VOUCHERS
SHOWROOMING
AT HOME
M-COMMERCE
DUAL SCREENING
AT PLAY
SOCIAL
GAMES

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Mobile is THE WEB

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Mobile is SOCIAL
100%25%70%80%
24%33%27%32%

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Mobile is BIGGERTHAN PRINT
7
15
43
26
10
25
11
42
22
1
0
5
10
15
20
25
30
35
40
45
50
Print Radio TV Internet Mobile
Time Spent
Ad Spend
%TimeSpentinMedia/%ofAdSpend

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Mobile is DATA
• Always on, always with us
• Real time and contextual
• Personalised and relevant
• Location based
• Call and text message
• Browsing history
• Social Media Use
• App Use
EXAMPLE DATA BENEFITS

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Mobile isn’t ALWAYS MOBILE
PC use peaks after
lunch between 2-
5pm
Smartphone use begins to
increase between 5 – 7pm as
we commute home
Tablet use peaks in
the evening at 8pm
as we relax in front
of theTV
Smartphone use is
also it’s highest in
the evening – when
we are at home!

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Mobile is SEARCH
1.LOCAL– for example, you are inVictoria and need to find the nearest
coffee shop
2.FAST– mobile searches are completed in under an hour vs. over a week
for desktop
3.ACTION – mobile searches are ready to take action

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Mobile is (not all about) APPS
700,000 apps
30bn downloads
600,000
apps
25bn
downloads
15,000 apps
Unknown
downloads
150,000
apps
1bn
downloads

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SoWhat?

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Mobile touches everything we do
PAID MEDIA
Advertising that is
placed and bought by
us
• Paid search
• SocialAdvertising
• TVAdvertising
• Native Advertising
EARNED MEDIA
Communication about
a brand that we can’t
control
• Word of mouth
• Forums and blogs
• Social – Facebook and
Twitter
OWNED MEDIA
Branded
communication on our
own channels
• Brand websites
• Email marketing
• Facebook page
• Mobile apps

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PAID MEDIA
Advertising that is
placed and bought by
us
• Paid search
• SocialAdvertising
• TVAdvertising
• Native advertising
OWNED MEDIA
Branded
communication on our
own channels
• Brand websites
• Email marketing
• Facebook page
• Mobile apps
MOBILE
Mobile touches everything we do
EARNED MEDIA
Communication about
a brand that we can’t
control
• Word of mouth
• Forums and blogs
• Social – Facebook and
Twitter

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Mobile Search

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Desktop vs. Mobile Search PAID

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3 things to remember
1. CONTEXTUAL – 45% of mobile searches are conducted to make
an immediate decision (e.g. ‘where is the nearest coffee shop?)
2. IMMEDIATE– 63% of mobile search triggered actions occur within
1 hour of initial search
3. ACTION – 73% of mobile searches result in action (e.g. a purchase or
visiting a store)
PAID

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Mobile search drives conversion
How?
• Mobile shortens the conversion funnel for brands
• 70% of mobile searchers lead to action within an hour
• 67% of searchers are more likely to make a purchase if your site is mobile optimised
• 61% of searchers will leave a website if they don’t find what they want straight away
User sees aTV ad or
billboard
Conducts a mobile
search
Makes a purchase
Google, 2012

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The opportunity
1. Target mobile and desktop users separately
– They behave differently (remember: context, immediate and
action)
2. Optimise your website
– Google will prioritise mobile websites
– Mobile searches are impatient
– 80% of mobile searchers will leave a site after two pages if not
mobile optimised
3. Add location into the mix
– Mobile search is local – think about geo-targeting
– This is now possible down to the level of a specific location or
shop
4. Think about your keywords
– Mobile searchers are action orientated
– E.g. ‘best sandwiches inVictoria’ – surprise them with an offer
– Link our ATL to mobile – people see my ad, people search!
5. Have a Google + profile
– Having a well populated profile (with location, user reviews et)
will affect the authority of your listing within the mobile search
results page
– For brands, a well populated page means you rank higher in on
the SERP

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NativeAdvertising
• Lack of standards
– Unifying standards on ad size, creative and
placement
– Fragmentation of devices
• Targeting and tracking issues
– Cross platform
– Privacy issues surrounding location data
• Intrusion
– Small screen on a mobile device
– Intrusion
• NativeAd Format
– Platform level standards
– Targeting capability
– Feels like actual content
You don’t need to design ads that look like editorial content, great content is
your ad

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Mobile Social Behaviour

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The growth in mobile social
33%
33%
36%
47%
48%
59%
Europe
Latin
America
North America
Global
Middle East
Africa
Asia Pacific
% of people using mobile to access social media sites
• 67% of growth comes from
mobile - Mobile social networking
accounts for 67% of the growth in
social networking use
• 1/3 of all social networking time
is spent in mobile apps
• OTT messaging (e.g.WhatsApp)
accounts for 41 million messages
a day
• Mobile only social networks are
growing –
Instagram,Vine, Snapchat
EARNED

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Mobile social is the growth
37,033
152,226
22,620
78,388
42,366
74,274
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Twitter
Facebook
MobileWeb
Mobile App
PC

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Mobile optimizing our content
25%70%80%
• 140 characters mean
content is inherently
mobile friendly
• Images and videos
automatically
downgraded for mobile
• Mobile and desktop
inherently different
• New newsfeed should fix
• Content should be
optimised as mobile first
• Growth in mobile driving
overall growth
• YouTube Mobile is
second most visited
mobile video website in
the US
• Videos should be
optimised for mobile

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Focus on
Mobile newsfeed =the most
engaging place on Facebook
• Visual posts
• Post length
• Time of day
• Optimise links
65B
mobilenews
feedstory
impressions
daily
45%
ofcommentsonmobile
happeninnews feed
65%
Of mobilelikeshappen
innewsfeed

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An example: Nike
Text – the post is text light (mobile
posts should be less than 100
chracterd
Image – The image is optimised for
mobile and desktop newsfeed (not
desktop timeline)
Time of Day – 21.40, 30/04/2013
• Post went live with final whistle
• 40% of sports fans are engaged
on social media while watching
sports

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Mobile App Development

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Creating successful apps is hard
There are over 900,000 apps in the iTunes app store and over
700,000 in Google Play – competition is tough!
900,000
&
700,000
91%
20-40
apps
Of the Interbrand top 100 brands have apps but <4% of those
have featured in the top 100 UK apps
The average number of apps on the typical smartphone, a ¼
of which are only ever opened once
OWNED

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Creating your app
Strategic Planning Smart Design Marketing Optimise
• Clear function and
utility
• Audience
behaviours
• Native vs. Hybrid
• UX
• App Store
Optimisation
• Wider Marketing
Tactics
• Analyse, refine
and optimise

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Strategic planning
1. Clear Utility and Functionality
– What is the one hero function or
your app?
– What is your objective?
2. Understand your audience
– What is the use case for your app?
– It is a smartphone or tablet play?
– Who is your audience? E.g.
CEOs, students
– Demographics
3. Do you need to build an app?
– Think about the use case and
whether there is an applicable
alternative
– Mobile web optimisation
– Mobile social etc.
UK iTunesTop Free – June, 2013
UK iTunesTop Paid – June, 2013

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Smart design
Native Web Based Apps Hybrid Apps
Description An application designed to
run on a single OS (iOS =
ObjectiveC, Android =
Java)
A web based app written
in HTML5
HTML5,CSS, JavaScript
apps built with a native
wrapper
Pros • Fast
• Most reliable
• Most responsive UX
• Native device
functionality
• Will run on any device
with a browser
• Great for static content
• Can be put into app
stores
• Better performance
• Can access phone
features
• Easier to port cross
platform
Cons • Only work on a single
OS/device
• Expensive
• Longer development
cycle
• Limited functionality
• Poorer user experience
• Often unreliable
• Cannot be downloaded
through app stores
• User experience still not
as good as native apps

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Native iOS to Hybrid - DistributionHTML5 to Native - UX

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App Store Optimisation
iTunes
• Users primarily find apps via searching the charts, featured apps or external referral
• Rank drives organic discovery
• This makes the use of media at launch pivotal – it is vital to drive an early spike to drive downloads to get
to the top of the charts and therefore increase organic downloads
• More visibility means better chart positioning means more downloads
• Keyword and image optimisation of mobile listing vital
Google Play
• 75%* of organic downloads in the Play Store originate from a user search
• 50%* originate from a brand search and 25%* from a more generic search
• Google indexes the entire app description meaning as a marketing tool, the quality of description is
important
• More so than in the app store, the app title and keyword frequency in the app description is pivotal for
discovery
• Although rank is still important. Google’s rank algorithm is skewed in favour of apps with a high user
retention
• The more net installs (uninstalls are tracked) the higher the rank your app could achieve

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Marketing your app
‘If you build it, they MIGHT come’
APP STORE VIDEO WEBSITE SOCIAL SEARCH PR
• App store optimization and
management of submission
• Bloggers & App
Review sites
• Specialised columns
– Shortlist and
Guardian
• Targeted ads at mobile
users from key
demographics
• MUST HAVE
• Google Play, YouTube, Social, PR
• Targeted Native advertising
• Facebook ad install units
• Promoted tweets
• App landing page on
website Mobile pop up –
prompting users to
download app

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Optimise, optimise, optimise
‘An app is for life, not for just for Christmas’
OPERATIONAL
ANALYTICS
MARKETING
ANALYTICS
CUSTOMER
EXPERIENCE
Operational analytics are key to ensuring we retain an audience. 98% of
people will delete an app that freezes, crashes or is consistently slow.
Unfortunately even with proper testing, spotty coverage or improper settings can also hurt app
performance
Example tools: Crashalytics, Bug Sense, Critterism, Google Analytics (to a degree)
Mobile real estate is limited as is user attention span (usually <10
minutes), therefore understanding user journeys and optimizing content
and layout based on that is vital. Working within such limited parameters means every
screen and every click matters!
Example tools: MixPanel, Critterism, Apigee Mobile Analytics
Marketing analytics enable us to understand the performance of an app or
website in real time in order to achieve our goals. This could be to build better
apps, improve our targeting, improve advertising or monetize our audience
Example tools: Omniture, Flurry, Google Analytics,

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Mobile Myth Busters

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A. 87% of US consumers prefer apps over websites and
mobile websites
B. 67% of US consumers prefer apps over websites and
mobile websites
C. 57% of US consumers prefer websites and mobile
websites over apps
Question one

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A. 87% of US consumers prefer apps over websites and
mobile websites
B. 67% of US consumers prefer apps over websites and
mobile websites
C. 87% of US consumers prefer websites and mobile
websites over apps
Answer one

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A. 45% of UK consumers use their smartphone in store to
find more information out about products
B. 55% of UK consumers use their smartphone in store to
find more information out about products
C. 65% of UK consumers use their smartphone in store to
find more information out about products
Question two

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A. 45% of UK consumers use their smartphone in store to
find more information out about products
B. 55% of UK consumers use their smartphone in store to
find more information out about products
C. 65% of UK consumers use their smartphone in store to
find more information out about products
Answer two

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A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of Kenyan GDP is spent via mobile devices
Question three

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A. 31% of Kenyan GDP is spent via mobile devices
B. 10% of Kenyan GDP is spent via mobile devices
C. 50% of Kenyan GDP is spent via mobile devices
Answer three

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A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%
Question four

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A. UK smartphone penetration is 64%
B. UK smartphone penetration is 54%
C. UK smartphone penetration is 44%
Answer four

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A. 25% of people check Facebook on their smartphone
before getting out of bed
B. 50% of people check Facebook on their smartphone
before getting out of bed
C. 75% of people check Facebook on their smartphone
before getting out of bed
Question five

48. #CIPRSM#CIPRSM
A. 25% of people check Facebook on their smartphone
before getting out of bed
B. 50% of people check Facebook on their smartphone
before getting out of bed
C. 75% of people check Facebook on their smartphone
before getting out of bed
Answer five

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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER