Cross-Mobile Brand Strategy Panel, Hosted by DOTGO

Cross-Mobile Brand Strategy
Hosted by

wiﬁ: smwjwt
SPEAKERS: #smw11
Moderator: #smwdotgo
Stefan Gromoll, Co‐Founder & CEO ‐ DOTGO @dotgo
Speakers:
Farrah Bos;c, VP, Group Planning Director – Digitas @farrahbos<c
Chi Modu, Brand Strategist – Diverse Insights @chimodu, @diverseinsights
Mary Gail Pezzimen;, Execu<ve Producer – Lucky Magazine at Conde Nast 
Publica<ons @mgpezz
Kris;n Volk, VP, Human Experience Strategy Director – MediaVest 
@kris<nvolk, @weallneedaplan
CHECK‐IN > TWEET > CONNECT
Join the global conversa<on at h=p://socialmediaweek.org/nokiaconnects

Hosted by

During the panel,
Text ‘dotgo’ to DOTCOM (368266)
to comment / ask a question


Cross Mobile Brand Strategy

Text DOTGO to DOTCOM (368266)

Cross Mobile Brand Strategy
1. Panelist intros
2. Panel Discussion
3. Q & A

Text dotgo to DOTCOM (368266) to
comment or ask a question


Over 5 trillion text messages sent in 2010


Almost 9 trillion by 2015


In the US more texts than calls since 2008


In the US more texts than calls since 2008
And half of all teens send 1500+ per month


Why is texting so popular?


Cross-device, cross-platform, cross-
network


network
No install


network
No install
Easy to use


network
No install
Easy to use
Direct and personal


network
No install
Easy to use
Direct and personal
Reliable


Text messaging works.


Text messaging uses short code phone


Short codes are great, but can’t be


Short codes are great, but can’t be
haiti to 90999 sam2 to 75309
taste to 68632 poll to 63103
eqiq59 to 74139 over or under to
30241
declare to 64444 vets to 69866


And can’t be remembered...


And can’t be remembered...
? to ????? ? to ?????
? to ????? ? to ?????
? to ????? ? or ? to ?????
? to ????? ? to ?????
? to ????? ? to ??????


DOTGO is the Internet for Text


1. Access any .com with DOTCOM
(368266)


(368266)
NYTimes.com?
Text NYtimes to DOTCOM (368266)


(368266)
NYTimes.com?

MTV.com?
Text MTV to DOTCOM (368266)


(368266)
NYTimes.com?

MTV.com?
Text MTV to DOTCOM (368266)

Jetblue.com?
Text Jetblue to DOTCOM (368266)

2. Create interactive, engaging dialogues with



mybrand to DOTCOM



mybrand to DOTCOM

Reply 1


If you have a website, you can text it right
now.


hi

iʼm @farrahbostic

iʼm a maker

i’ve been a... copywriter
website developer
account planner
brand strategist
qualitative researcher
innovation specialist
entrepreneur

this place pays me to be a
Group Planning Director

But what I do is make digital
things for clients…

But what I do is make digital
things for clients…

that are increasingly
centered on mobile &
social experiences.

the client: consumer electronics
manufacturer

the target: makers of mobile culture

the idea: distributed, social content,
created on, activated by, and

go beyond thinking of mobile
as just a media channel

think of your brand as an API,
and mobile as middleware

Brands Must Align With Current Informa<on Access Points

diverse insights

Advantages of Mobile vs.
Non‐Mobile Marke<ng
• Omnipresence

• Reduced targe<ng errors 

• Improved data management

• Always on and always aware

• Loca<on awareness

• In<mate plaZorm 

diverse insights

Consolida<on of Devices
Address book
Audio recorder
Calendar
Camera

=
Game Device
GPS Mobile 
Laptop
Music player   Device 
Note pad
Remote control
Telephone
Television
Wallet

diverse insights

When Integra<ng Mobile
• Create or reﬁne your overall brand strategy

• Create a mobile plan and implementa<on course 
   that is informed by your brand strategy and posi<on 

• Research and study your customers’ mobile behavior
   and informa<on consump<on preferences

• Understand what your customers (and prospects) 
   expect from your brand

• • •

diverse insights

The Most Eﬀec<ve Tool is the One That 
Your Customer is Most Familiar With

diverse insights

Rules of the (mobile) road

1. Integrate mobile into your overall 
connec;ons plan

brand

ts
co

oin
n
su

chp
m
er

tou

2. Create meaningful human experiences by 
pueng

INSIGHTS 
front & 
center

Insights about what people are trying to do,
 what the brand is trying to do,
 and how people use media.

3. Recognize that
consumers are calling the 
shots these days

Us        Them
Interrupt      Par;cipate
Market to      Entertain & inform
Monologue    Dialogue

4. Play by the new rules

“Tell me and I'll forget.            
 
Show me and I'll remember.  
Involve me and I'll understand.” 
        ‐ Confucius, 500 BC

5. Harness the power of this unique medium

Lucky Magazine’s Mobile Strategy

Social Media Week
February 11, 2011

Mobile Program Components
• Barcodes – for styling videos and sweeps
• Shortcodes‐ for styling videos, sweeps and 
product credits
• Lucky At Your Service Iphone App – Launched in 
February 2008
• Strategic Partnership with Foursquare‐ Launched 
in 2010

Metrics
• Since the program launched September 2010 – 
January 31st, we’ve had 149,130 incoming texts, 
over 51,005 unique phone numbers.
• Based on December breaks sweeps,  6.7% of the 
entries were mobile. 
• More than 55,000 people are following us on 
Foursquare (even with Twi=er)
• 150,000 Downloads of  LAYS app
• Mobile does not tend to be cannibalis<c, it’s an 
ampliﬁer.

What We’ve Learned  So Far
• Incen<ves are key to increasing metrics
• Mul<ple content oﬀerings per download more 
desirable
• Time/Money Saver or <me waster
• Video, slide, <ps: audience is delivery agnos<c
• Programs build over <me through educa<on– 
clickthrough rates on text to buy went from 23% in 
October 2010 to 71% in February 2011
• Android has caught quickly

What’s Next
• Mobile Shopping experience: phone and iPad
• More loca<on‐based applica<ons and 
partnerships with retailers to access incen<ves 
for Lucky  audience
• Games
• Constant pursuit of cool, new tech
• Real‐<me interac<on with editors
• Universal shopping carts

Hosted by

During the panel,
Text ‘dotgo’ to DOTCOM (368266) to comment / ask a question

Stefan Gromoll, Co‐Founder & CEO ‐ DOTGO @dotgo
Farrah Bos;c, VP, Group Planning Director – Digitas @farrahbos<c
Chi Modu, Brand Strategist – Diverse Insights @diverseinsights @chimodu
Mary Gail Pezzimen;, Execu<ve Producer – Lucky Magazine at Conde Nast Publica<ons @mgpezz
Kris;n Volk, VP, Human Experience Strategy Director – MediaVest @sample

wiﬁ: smwjwt #smw11 #smwdotgo


Cross-Mobile Brand Strategy Panel, Hosted by DOTGO

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