1. [Mobile + Social] = ?
Renate Nyborg - Edelman
Director of Digital & Head of Mobile
Mobile World Congress 2012
Twitter: @renate | Email: renate.nyborg@edelman.com

2. Hello! I’m
@renate
• World’s largest PR company
• 61 offices world-wide
• Edelman Digital: 75 people in the UK
• Focus on social media comms and marketing

3. “CONTEXT IS KING”
DOES THE COMBINATION OF [SOCIAL + MOBILE]
COMPLEMENT ADVERTISING AND MARKETING?

4. FIVE opportunities [mobile + social] offers brands
Reach Local Search Data Iteration
50% of
Mobile offers a
Facebook data dashboard
Instant
1.2 billion 71% of US
active social
users are
smartphone across all feedback
mobile users marketing
media users users have
searched their channels We can
Location plus OPTIMIZE our
mobile after
social make ads
5.8 billion seeing an a hub, marketing
mobile ACTIVE offline or TV the glue &
based on
subscriptions ad* engagement
NOT always-on metrics
PASSIVE
*Google/OTX, The mobile movement, US April 2011

5. IS TARGETING AND RELEVANCE MORE
ASSURED VIA THE MOBILE CHANNEL?

6. 1. Fragmentation 2. Mobile hyper-link
Not Yet.
3. Transaction 4. Display

7. It’s about a bigger shift in marketing.
“In the future, no television advertisement will be just self-
contained narratives.
They will be trailers into deeper branded digital experiences.
When TV ads become teasers for digital experiences, the ROI
on the investment will improve significantly as the digital
experience will stretch out the brand experiences beyond the
30 second clip.”
- Shiv Singh, Global Head of Digital, PepsiCo

8. Mobile becomes a hub for advertising and marketing
activities – across ALL platforms

9. HYPOTHESIS
BY PUTTING DIGITAL AT THE HEART OF YOUR
ADVERTISING AND MARKETING STRATEGY,
WE CLEAR THE PATH FOR MOBILE TO BECOME TRULY
COMPLEMENTARY AND TRULY TARGETED

10. Any questions?
Email: renate.nyborg@edelman.com | Twitter: @renate