This presentation is aimed at helping CMOs, CIOs, Digital Directors and PR professional help sell mobile to their CEO and board.
The event was called 'Making it Mobile 2012' and was organised by The BLN.
A video of my talk will be available here: http://thebln.com/blog/
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I’m not going to give show you a bunch of
charts that show mobile is important. I’m
going to help you do something about it.
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Every company is unique, but there
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are four types of obstacles that recur.
Mobile naturally brings out an
enthusiasm and desire to
make things happen, in
employees at all levels.
Philosophical Cultural However, nearly every
organization suffers structural
and perception issues that
block business opportunities.
Being aware of these
Practical Strategic
obstacles will help bridge the
gap between the expectations
of your customers and
employees, and the reality of
running your business.
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Mobile strategy?
I think we’re on
top of it...
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CULTURAL
Harnessing the power of your employees.
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1. Don’t worry, you’re not stupid.
63% of the UK’s top brands and 74% of small businesses do not even have a
mobile optimised website. It’s OK to start now – but I do mean NOW.
Source: IAB UK, September 2012
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2. Make your CMO and CIO work together.
A recent Altimeter survey reported that Mobile is nearly always
led by a brand’s CMO or CIO exclusively. It needs both.
SOFTWARE COMMERCE CUSTOMER LOYALTY COMMUNICATION
HARDWARE DATA & PRIVACY MARKETING SOCIAL MEDIA
TRANSACTIONS SEO BRAND MEDIA SPEND
Source: Altimeter xxxx
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3. Ask your CIO for all your mobile data.
Unlike Facebook or Twitter where you’re starting from scratch, you already have
2-5 years of data on what your digital and mobile audience wants.
Google
SMS
Analytics
Apps Search
Social-
mobile
Source: Twitter and Facebook website, November 2012
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3. Ask your CIO for all your mobile data.
Unlike Facebook or Twitter where you’re starting from scratch, you already have
2-5 years of data on what your digital and mobile audience wants.
Google
SMS
Analytics
Chances are that 10-20% of your web audience and
50+% of your social audience are engaging via mobile
Apps Search
Social-
mobile
Source: Twitter and Facebook website, November 2012
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4. Ask your CMO to identify all relevant
behaviours and situations that mobile influences.
How are your customers using it?
How are your employees using it?
How are your competitors using it?
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5. Your employees are already mobile,
so get with the programme.
1 in 5 job searches is conducted on mobile devices, and a
whopping 88% of executives in 17 EMEA markets say employees
use their own personal devices for business purposes.
HR
BYOD? Recruitment?
feedback?
Source: BBC News, “BYOD: Bring your own device could spell end for work PC”, February 2012
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Look, I’ve had to cut
all my budgets this
year. I’ll invest when
my numbers are up.
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STRATEGIC
Finding budget and bringing mobile to your business plan.
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Every innovation plan needs a ‘fear’ slide.
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1. Rethink your media & advertising budgets.
In other words, we are spending over 3x on Print relative to engagement, and
just 1/10th on Mobile relative to engagement.
Source: ‘2012 Internet Trends’, Mary Meeker, Klein Worth Perkins, September 2012
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…and whilst ATL is key for brand building,
what do you think those readers do when
they see something they like?
2 out of 3 times people act on print, TV or
billboard advertising by doing a mobile search
Source: Google Survey, 2011
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Mobile should amplify all other marketing
and communications activities. Don’t think
of it like a separate line on the budget.
Source: Google Survey, 2011
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2. Rethink your competitive set.
In the UK, 46% of smartphone owners have used their mobile
device for store-related shopping, already influencing 10% of
electronic sales and 4% on average across all in-store retail.
Source: Deloitte Digital, August 2012
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3. Think about where mobile can help
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you monetize and cut costs.
Urban Outfitters will replace all cash tills with iPad and iPhone
Touch devices.
80% cost
saving!!
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I just don’t know
where to start!
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PRACTICAL
Three things to start with tomorrow.
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1. You need a mobile optimised website.
1. PEOPLE EXPECT IT
• Mobile search has grown 4x in the past year.
• 1 in 3 mobile searches have local intent.
• This Christmas, 20% of sales and 30% of website visits in the
UK will come from mobile devices.
2. IT COSTS YOU MONEY WHEN IT COULD MAKE YOU MONEY
• Non-optimized mobile and slow-loading websites lose online
retailers £1.73 billion a year.
Source: IMRG Capgemini Quarterly Benchmarking Index, Q3 2012
Source: QuBit, ‘Retail Focus Whitepaper’, March 2012
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What’s the difference?
No-no’s.
1. Your site loads in more than 5 seconds
2. There are broken and missing images on the site
3. You can’t read the text without zooming or scrolling
side to side
4. Links and buttons cannot be clicked with a thumb
5. Your location and phone number are not visible
6. You cannot click to initiative a call or load a map
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Here’s how it should look.
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2. Never launch an app with a
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solid marketing plan in place.
94% of UK Top 100 brand apps are not opened after
1 year – and 26% of all apps are only opened once.
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3. Social = Mobile
Over 50% of Facebook and Twitter users are Mobile, and 100%
of Instagram users are. We tend to ignore this.
60% of likes and 50% of
comments occur within
the newsfeed
Early trials of targeted
Facebook newsfeed ads
have seen 8-10x
engagement compared
to desktop
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Apps are just a fad.
We can afford to
ignore mobile.
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PHILOSOPHICAL
The bigger picture.
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It’s not just about apps or devices!!!!
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1. Mobile is the only ubiquitous channel.
It’s the first thing we look at when we wake up and the last thing we
touch before bed…
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2. Mobile is the world’s first global
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communications channel.
If your work force or customers are spread out over developing
and emerging markets, this is your one chance to equalize.
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3. Mobile has the power to be
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transformational.
41% of women in emerging markets reported having increased
income and professional opportunities once they owned a
mobile phone.
What can we learn from the way mobile has transformed
lives in emerging markets?
Source: GSMA, Women & Mobile: A Global Opportunity
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So in conclusion.
WHAT YOUR CEO REALLY SHOULD
KNOW ABOUT MOBILE.
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CULTURAL SOLUTIONS
1. Not mobile yet? You’re not stupid - most companies don’t
even have a mobile website. But do start NOW.
2. Make your CMO and CIO work together. Mobile is at the
intersection of human and technical trends.
3. Ask you CIO to report on all your mobile data: Google
analytics, search, apps, social-mobile, SMS.
4. Ask your CMO to identify all relevant behaviours and
situations that mobile can and does impact.
5. All your employees are mobile, so get with it.
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STRATEGIC SOLUTIONS
1. Rethink your media and advertising spend. Mobile isn’t a
separate line on the budget, it the way to convert ATL, BTL
and social media marketing.
2. Rethink your competitive set. You can’t afford to ignore
disruptive new business models.
3. Think about how you can use mobile to monetize and cut
costs. You can probably create the budget to get mobile off
the ground.
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PRACTICAL SOLUTIONS
1. You need a mobile website! Mobile search is our
personalized marketing channel.
2. Never launch an app without a solid marketing plan in place.
3. Social = Mobile. Look again at your social communities
through the 3rd screen (or should that be 1st screen?).
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PHILOSOPHICAL MOTIVATIONS
1. Mobile is the only truly ubiquitous channel.
2. Mobile is the first global communications channel.
3. Mobile has the power to be transformational.
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Fancy a free ‘Making Sense of Mobile’
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report?
email
renate.nyborg@edelman.com
website
wwww.edelmanmobile.com
twitter
@EdelmanMobile
Presentation is about selling mobile to your board.
We use Mobile for everything: xxxx My clients are often CMO’s or Directors of Communications and Digital Directors. So I’m here to talk about what I’ve learned about getting Mobile across into the boardroom.
I’ve been focused on mobile at large corporates for the last 4 years, first at DMGT group (owner of Daily Mail and Metro) and now at Edelman, where I’ve been exposing our many Fortune 500 clients across 65 offices to the opportunities that Mobile creates. I’ve heard every reason NOT to invest in mobile, and I’ve started to figure out how to get past it. More importantly, how to help my clients, from marketeers and digital directors to PRs, help sell mobile in to their budget holders.
There are 4 obstacles to taking full advantage of the opportunities mobiel offers. Not having the right people looking at the right areas. Strategic – not having the budget or right strategic balance. Practical – not having done the basics, rendering everything else futile. Philosophical – not seeing the bigger picture.
Every conference I’ve been to recently has featured people presenting impressive stats about mobile and shouting: “If you’re not getting mobile right, you’re an idiot!” But most companies are not getting the basics right. In the UK, 63% of top 100 brands and 74% of small businesses don’t even have a mobile optimized website.
So does that mean that 6 in 10 CEO’s are idiots? Of course not! They have built some of the world’s biggest brands for a reason. Whilst each has natural merit, it is essential that brand, customer loyalty, marketing and communications objectives on one hand, and transcational, are developed hand in hand
I recently asked a sample of our clients, across digital, marketing and comms what their mobile web traffic was. Only two knew.
I recently asked a sample of our clients, across digital, marketing and comms what their mobile web traffic was. Only two knew.
Your employees are already mobile. This creates huge opportunities to create efficiencies.
The second big challenge is finding the budgets.
In her 2012 Internet Trends report (slide 17), legendary digital industry analyst Mary Meeker highlights that print now accounts for 7% of audience time and 25% of US ad spend; whereas mobile accounts for 10% of time but only 1% of ad spend. There is a HUGE gap between where people are listening and where brands are trying to talk to them. CEO’s need to get a clear picture of how mobile has influenced the way their customers behave, and analyse the gap with their media spend, because from our experience media agencies are not moving fast enough.
The point being: your competitors may no longer be the shop across the road, but retail websites and apps. Amazon changes its prices 4 to times per day - that HAS to change the way HMV approaches its customers.
Find the budget for mobile by saving money elsewhere. Urban Outfitters will save 80% by replacing cash tills with mobile devices.
A recent study by data agency QuBit found that non-optimized mobile and slow-loading websites lose online retailers £1.73 billion a year. When you consider the impact simply having a mobile website (not a fancy, expensive app!) has on brand perception, audience engagement, converting leads and taking action, it seems mad that brands aren’t spending the cash on the basics.
Did you know that over 50% of Facebook and Twitter engagement happens on mobile devices? We need to consider this in the content calendars that we write, and the mediabuys that we do. Early reports from Facebook indicate that mobile-targeted news feed ads are 8-10x as effective. So let’s take advantage of the different social media behaviours on mobile devices…and imagine what creative opportunities arise from talking to people via social channels on interactive, location aware, touch-screen gadgets!
63% of Mobile Users Make Phone Calls from the Bathroom