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Innovativa mobila case
- 1. DIGITAL BRIEFING 2010 Mobile Business Innovation Stockholm, December 10 2010 Piperska muren #DigitalBriefing
- 2. WE START ENLIGHTENED 2
- 3. KIRSTY You are already in the business of mobile services © Creuna 3
- 4. MARTIN & FREDRIK Mobile is not devices. It’s a state your customers are in – all day! © Creuna 4
- 5. COMBINING USER STATS WITH USER INTELLIGENCE You’ll get a great platform for guessing about a hit at the box office or a new killer value adder. Combined with your own business specific knowledge you’ll approach a business case evaluation © Creuna 5
- 6. BUDGETS ARE LIMITED AND YOU ARE NOT APPLE © Creuna 6
- 7. USE TWITTER #DIGITALBRIEFING © Creuna 7
- 8. BASIC USER NEEDS A MODEL FOR QUALIFYING YOUR CONCEPT 8
- 9. © Creuna
- 10. EFFICIENCY Build digital solutions that free up time instead of stealing it. Make your users efficient. Set them free. © Creuna
- 11. TRANSPARENCY Deliver valuable information in the right context, and stand stronger in a transparent world. © Creuna
- 12. CONVERSATION Listen and speak in a tone harmonized with your brands and their users. You will enhance your reputation and create more value. © Creuna
- 13. DESIRABILITY Make better products and services and communicate them well. Be the one that people will want to own, use and share. © Creuna
- 14. ADD EFFICIENCY ADD TRANSPARENCY Build digital solutions that free Deliver valuable information up time instead of stealing it. in the right context, and stand Make your users efficient. Set stronger in a transparent them free. world. UNDERSTANDING UNDERSTANDING YOUR AUDIENCE YOUR BUSINESS ADD DESIRABILITY ADD CONVERSATION Make better products and Listen and speak in a tone services and communicate harmonized with your brands them well. Be the one that and their users. You will people will want to own, use enhance your reputation and and share. create more © Creuna value.
- 15. BEING CREATIVE CAN BUILD AUDIENCES 15
- 16. JUICY FRUIT CAMPAIGN WITH TALKABILITY © Creuna 16
- 19. JUICY FRUIT CAMPAIGN WITH TALKABILITY Y EFFI CIENC NCY SPARE ION TRAN ERSAT V + CON ABILITY + DESIR © Creuna 19
- 20. GET LEADS FROM NEW PLACES 20
- 21. VOLKSWAGEN TIES SALES TO GAME PLAYERS It’s the gift, that the audience wants (next after the real car) No (other) paid media on the GTI 2010 A whole lot of earned media! © Creuna 21
- 22. VOLKSWAGEN TIES SALES TO GAME PLAYERS It’s the gift, that the audience wants (next after the real car) No (other) paid media Y on the GTI 2010 EFF ICIENC NCY SPARE ION TRAN ERSAT V + CON ABILITY A whole lot of earned DESIR + media! © Creuna 22
- 23. OWN NEW MEDIA, DON’T PAY FOR IT Support your team Blow the vuvuzela Do it with Arla Sure beats banner clicks IC IENCY + EFF ARENCY P T RANS RSATION E + CONV BILITY A + DESIR © Creuna 23
- 24. PUSHING PRODUCTS TO NEW AUDIENCES Gyldendal Norway: Application for kicking in the door New free poem every day. Like, Y favor or share. I CIENC NCY + EFF Buy the book N SPARE N + TRA ERSATIO The Mobile + CONV BILITY Webshop +D ESIRA © Creuna 24
- 25. BUILD LOYALTY BY SIMPLY BEING HELPFUL 25
- 26. THE FRIENDLY BRAND HELPING ME, THOUGH I’M NOT EVEN A CUSTOMER Q8 leading you to the nearest gas station. Even the competing! NCY +E FFICIE RENCY PA +T RANS TION RSA C ONVE LITY ABI DESIR © Creuna
- 27. OPTIMIZE CONVERSION RATES 27
- 28. ACCELERATING CONVERSION WITH MOBILE On the stadium During the game Instant play, instant win CY + EF FICIEN ENCY PAR +T RANS SATION ER + CONV LITY BI D ESIRA © Creuna 28
- 29. USE EMAIL FOR INSTANT CONVERSION Y I CIENC + EFF ARENCY P T RANS RSATION E + CONV BILITY +D ESIRA © Creuna 29
- 30. ENABLE CONSUMPTION BY ENABLING USERS Y I CIENC NCY + EFF N SPARE N + TRA ERSATIO V + CON ABILITY + DESIR © Creuna 30
- 31. EXPLORE NEW BUSINESS MODELS FOR PAID CONTENT 31
- 32. Tablet based paid content is coming for 130 million subscribers and 300 million readers of Wired, Vougue, Better Homes & Gardens and more © Creuna 32
- 33. NORDJYSKE MEDIER WENT AHEAD Y I CIENC + EFF ARENCY P T RANS RSATION E + CONV BILITY +D ESIRA © Creuna 33
- 34. THE ECONOMIST IN SEARCH OF PRINT 2.0 WITH BUILD-IN P.O.S. Y I CIENC + EFF ARENCY P T RANS RSATION E + CONV BILITY +D ESIRA © Creuna 34
- 35. MOBILE AS THE WHOLE PACKAGE 35
- 36. ATTENTION, INTEREST, DESIRE, ACTION © Creuna 36
- 37. ATTENTION, INTEREST, DESIRE, ACTION © Creuna 37
- 38. ATTENTION, INTEREST, DESIRE, ACTION, DELIVERY, CONSUMPTION ICIENCY CY + EFF PAREN N S TRAN O + E RSATI + CONV BILITY A + DESIR © Creuna 38
- 39. USE WHAT USERS USE
- 40. USE WHAT USERS USE Foursquare: DSB, Telenor and more Limited but loyal customer group Provides simple mobile presence with easy to measure ROI It’s basically a coupon © Creuna 40
- 41. USE WHAT USERS USE Foursquare: DSB, Telenor and more Limited but loyal customer group Provides simple mobile presence with easy to measure ROI It’s basically a coupon Y EFFI CIENC NCY SPARE ION TRAN ERSAT + CONV LITY I DE SIRAB © Creuna 41
- 42. FOURSQUARE IS HIP IN DENMARK, BUT… December at the FCK – Panathinaikos game At the game and not checked in 99.7% At the game and checked in 0.3% © Creuna 42
- 43. FOURSQUARE IS HIP IN DENMARK, BUT… August at the FCK – Rosenborg game compared 0.35 December 0.3 0.25 0.2 0.15 August 0.1 0.05 0 At the game and checked in with FourSquare © Creuna 43
- 44. FOURSQUARE IS HIP IN DENMARK, BUT… Maybe 2011 will see 1.5- 2% percent checking in! Providing loyalty bonuses will drive more checkins At zero startup cost! © Creuna 44
- 45. USE WHAT USERS USE Gowalla: trips and experiences IENCY NCY EFFIC E NSPAR ION + TRA ERSAT V + CON ABILITY IR + DES © Creuna 45
- 46. TWITTER IS ALSO MOBILE © Creuna 46
- 47. SOME ADVICE ON HOW TO GO ABOUT IT 47
- 48. SETUP YOUR MOBILE AUTHORITY You will need at least a mobile decision maker and a mobile budget © Creuna 48
- 49. DON’T CARE TO MUCH ABOUT DOWNLOADS It’s all about frequency of use, retention of the user and value of use © Creuna 49
- 50. DON’T CARE TO MUCH ABOUT DOWNLOADS Set up KPIs and put real money value to them © Creuna 50
- 51. DO APPS RIGHT Don’t publish the ACME app Single focus opens to new audiences Make it desirable and conversational! Update! © Creuna
- 52. DO WEB RIGHT Mobile web is also your CMS Mobile web is not setback and it’s populated by enthusiastic users It can and should look a nice as an app Put mobile first! © Creuna
- 53. Simple tips: INTEGRATE RIGHT! Edit one place Update everywhere © Creuna
- 54. CMS taught us to separate content from layouts and hierarchy. Mobile teaches us to switch layouts for devices. © Creuna 54
- 55. ONE SERVICE, MANY CHANNELS DSB S-Tog: Expanding the daily travel experience 55 © Creuna
- 56. A MULTI CHANNEL SOLUTION STARRING YOUR CMS Desktop website Mobile website CMS W Java App indows Phone Symbian Ap Android A iPhone App pp p App SMS dialog Public place television © Creuna
- 57. THANK YOU! Don’t know this? Text ”skan” to 72456 (in Sweden) © Creuna 57