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Ragan Mobile Revolution - Closing Keynote
- 1. The Mobile Revolution Conference "Test and Learn" Mobile The Procter & Gamble Model extended to Mobile May 25, 2011 tweeting guide: @mobilebranding #raganmobile
- 2. @mobilebranding #raganmobile Overview Background Mobile’s True Power Importance of Behaviors P&G’s Test & Learn Model T&L Venus & Mobile T&L Sara Lee & P&G WOM Conclusion
- 3. @mobilebranding #raganmobile Background
- 4. @mobilebranding #raganmobile Mobile Promise - McD’s 2011
- 5. @mobilebranding #raganmobile Mobile Promise - McD’s 1996
- 6. @mobilebranding #raganmobile Background: Mass Marketing Moments 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US +5 yrs, 2010 - Foursquare “greed is good”
- 7. @mobilebranding #raganmobile The Journey Destination Planned stops Unplanned excursions Emotional - excitement, fear, hope Different at the end Journey vs. Destination
- 8. @mobilebranding #raganmobile The Journey: Presenter - Building Brands 22 in 10
- 9. @mobilebranding #raganmobile The Journey: Presenter - Building Brands
- 16. Internal coordination Latest news in resistance International relations #Libyana
- 17. Internal communications Latest news in company External relations #yourhashtag
- 18. Life
- 19. Behaviors
- 20. @mobilebranding #raganmobile Behaviors: 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone 1. Tomi Ahonen, Almanac 2010
- 21. @mobilebranding #raganmobile Behaviors: What Do Consumers Want? 0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-Seeking DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
- 22. @mobilebranding #raganmobile Behaviors: Motivated by Mobility: 39% Positive attitude... 8 and improving 8 Hard to give up mobile... and getting harder to 7 9 Segmentation: Digital Collaborators 8% 7 Ambivalent Networkers 7% Media Movers 7% Roving Nodes 9% Digital Collab Mobile Newbies 8% Ambiv Networkers Media Movers Roving Nodes Mobile Newbies 1. Pew Internet & American Life Project, The Mobile Difference, March 2009
- 23. @mobilebranding #raganmobile OK with Stationary: 61% No mobile pull 13 Technology plateau 14 Segmentation: Desktop Veterans 13% Drifting Surfers 14% 10 14 Information Encumbered 10% Tech Indifferent 10% 10 Off the Network 14% Desktop Veterans Drifting Surfers Info Encumbered Tech Indiff Off Network 1. Pew Internet & American Life Project, The Mobile Difference, March 2009
- 24. @mobilebranding #raganmobile Behaviors: Who is Really OK with Stationary?
- 25. @mobilebranding #raganmobile Background: The Three Blind Men & The Elephant
- 26. @mobilebranding #raganmobile P&G’s Test & Learn Model
- 27. @mobilebranding #raganmobile Test & Learn: The Strategy Creates Innovation Reduces Risk Verifies Stats Freshens Image Builds Organization Capability Must be % of Budget
- 28. @mobilebranding #raganmobile Test & Learn: The Setup Identify Problem/Need Align to Business Objective Model the Metric - old/new Find/teach the partner Execute & Measure Learn
- 29. @mobilebranding #raganmobile T&L Example: Gillette Man Cave
- 30. @mobilebranding #raganmobile The Setup: Venus & Mobile
- 31. @mobilebranding #raganmobile Setup: Mobile Youth Generation Y is mobile, 76-83M1 1800 2nd determiner of teen social status Calls 8.6 average age of first mobile use2 1350 Texts 41% can text blindfolded 900 50% open to marketing through phone 450 79% have mobile phones 0 <12 13-17 18-24 25-34 35-44 3,339 texts per month Q2 ‘08 avg/mn2 1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08
- 32. @mobilebranding #raganmobile Setup: The Target
- 33. @mobilebranding #raganmobile The Test: VenusBeach
- 34. @mobilebranding #raganmobile The Test: Summary Gillette Venus Spring Break Campaign ‘06 • Problem: Brand awareness for Venus dropped for college-aged females • Solution: Integrated Campaign including Mobile, Internet, Print, Experiential, TV, and Sampling • Results: Drove trial with X.XM women and millions of impressions Won the Silver Promo Marketing Award for Experience Photo Anthem™ Textual Flirting™ VenusBeach Mobile game
- 35. @mobilebranding #raganmobile The Test: Campaign Integration
- 36. @mobilebranding #raganmobile The Test: Campaign Integration
- 37. @mobilebranding #raganmobile The Test: The Oasis
- 38. @mobilebranding #raganmobile Test Test: Premiums (83k) Venus Tattoos Venus Tanks Venus Beach Towels Venus Shower Radios Yoga Mats Venus Emory Boards Venus Ice-Masks
- 39. @mobilebranding #raganmobile The Test: Signage HISS Large Banners La Vela Beach Stage Banner Internet Café Door Wrap Entrance Pole Wraps Elevator Wraps Pool Bottom Graphic
- 40. @mobilebranding #raganmobile The Test: Mobile Game (before)
- 41. @mobilebranding #raganmobile The Test: Mobile Game (before)
- 42. @mobilebranding #raganmobile The Test: Textual Fling (during)
- 43. @mobilebranding #raganmobile The Test: Textual Fling
- 44. @mobilebranding #raganmobile The Test: Textual Fling
- 45. @mobilebranding #raganmobile The Test: Textual Fling
- 46. @mobilebranding #raganmobile The Test: Textual Fling
- 47. @mobilebranding #raganmobile The Test: Textual Fling
- 48. @mobilebranding #raganmobile The Test: Textual Fling
- 49. @mobilebranding #raganmobile The Test: Textual Fling
- 50. @mobilebranding #raganmobile The Test: mPictures (after)
- 51. @mobilebranding #raganmobile The Test: mPictures (4,500)
- 52. @mobilebranding #raganmobile The Learn: VenusBeach Mobile game did not work Textual Flirting required practice mPictures exceeded expectation Needed a plan for numbers acquired Mobile campaign was a natural extension
- 53. @mobilebranding #raganmobile TV PRINT Radio OOH Internet MOBILE PR In-Store On- Events pack
- 54. @mobilebranding #raganmobile TV PRINT Radio OOH Internet MOBILE PR In-Store On- Events pack
- 55. @mobilebranding #raganmobile TV PRINT Radio OOH Internet MOBILE PR In-Store On- Events pack
- 56. @mobilebranding #raganmobile Test & Learn Translated
- 62. @mobilebranding #raganmobile State Fair Dream Home promotion Problem: drive awareness for promotion Solution: mobile text/web campaign reminding people to play promotion Results: drove over XX% from text to mWeb Learned: repeated actions drive behavior
- 63. @mobilebranding #raganmobile P&G’s Tremor In uencer Network
- 64. @mobilebranding #raganmobile Texting to mVideo: P&G’s Tremor
- 65. @mobilebranding #raganmobile Texting to mVideo: P&G’s Tremor
- 66. @mobilebranding #raganmobile P&G’s Tremor Mobile Engagement Problem: Drive viewership; Extend Tremor influence beyond online Solution: • Email sign-up for mobile alerts • mWeb • Text refer-a-friend The Learn: • Viral is hit-n-miss • Moms are on smartphones • Mobile video engages
- 67. @mobilebranding #raganmobile LEGEND Inverse Law of Mobile Color refers to hype RED = overhyped GREEN = underhyped Blow Size = consumer potential Your Aug- Mind mented Reality Quality of Interaction Apps mWeb 2D mVideo Codes LBS MMS IVR SMS Yawn 0% Market Reach 100%
- 68. @mobilebranding #raganmobile In Conclusion
- 69. @mobilebranding #raganmobile Conclusions Mobile impacts life Understanding behaviors crucial Lower the stakes using test & learn Fast adopt the winning executions Repeat Test & Learn, then Scale
- 70. THANK YOU! Hugh Park Jedwill CEO/Founder Mobile Anthem Text “anthem” to 41411 for presentation @mobilebranding hugh@mobileanthem.com 312.912.2837 (m)