Slides from internet world on how to get started on creating of mobile campaign

1. bemoko’s 5 easy steps to
mobilising your brand
a presentation by bemoko
http://www.flickr.com/photos/sgrazied/230319696

2. over 50% of
people would
gladly substitute
their PC web for
mobile web

3. it’s the consumer
that chooses when
and where to connect
while out and about

4. it’s the consumer
that chooses when
and where to connect
while out and about
in private

5. it’s the consumer
that chooses when
and where to connect
while out and about
in private
wherever they get inspired

6. So what's the
mobile
landscape
like today?

7. European Smartphone sales
Android (comScore 2009 Q4)
2%
RIM
8%
Microsoft
14%
Apple Symbian
15% 61%

8. Smartphone US Handset sales
Android (comScore 2009 Q4)
5%
Palm
6%
3 Month Trend
Android +3%
Microsoft RIM Apple +1%
18% 42% Blackberry -1%
Microsoft -1%
Palm -2%
Apple
25%

9. Mobile Web Browser Usage
(StatCounter April 2010)
Android
6% Other
10% 3 Month Trend
Opera
iPod Touch
26%
9%
Blackberry +4%
Android +2%
Nokia -3%
iPod -2%
Blackberry iPhone -1%
14%
iPhone
20%
Nokia
15%

10. Good site ...
bad site

11. the web killed my phone
it also killed my first impressions, user experience and my patience
I’ve just bought an iPhone, so why should I care?
somewhere here is a login
I can’t read anything, button- why? you know
where do I start? who I am!
if I squint hard, this is a store
locator. but surely the phone
knows where it is – just give uh oh… this page uses flash,
me the closest store! I hope there wasn’t
important stuff here.
this whole page was over 412
KB, and took me ages to so many links, even if I
download. I’m glad the flash could read them, how many
didn’t work now – it would do I really need when out-
have more than tripled that… and-about?

12. (but it doesn’t have
to be this way)
it’s instantly clear how to navigate the site,
and I have the option of jumping to the full
PC site should I need to do more.
images delivered the correct
size for my screen, saving me
time and money.
great, the page is optimised to take
full advantage of this expensive phone
I just bought
content personalised for
me without asking me to
login
easy to press buttons – perfect for use
on a touchscreen phone like this

13. 1. discover
2. engage
3. trust
4. measure
5. repeat

14. 1 DISCOVER
http://www.flickr.com/photos/wolfsavard/3348879666

15. DISCOVER ENGAGE TRUST MEASURE REPEAT
o Social
o SMS
o QR Codes
o Mobile Email
o Search
o Promotion
o Out and about

16. DISCOVER ENGAGE TRUST MEASURE REPEAT
industry examples
Orange Google QR
Wednesdays code stickers
Yelp AR BMW
Snow tyres

17. 2 ENGAGE
http://www.flickr.com/photos/eole/1394588888

18. DISCOVER ENGAGE TRUST MEASURE REPEAT
o Social
o Conversation
o Make relevant
o Give 'em something
o Seize the moment

19. DISCOVER ENGAGE TRUST MEASURE REPEAT
bemoko examples
Quiz

20. http://www.flickr.com/photos/ceekay/2410500144
3 TRUST

21. DISCOVER ENGAGE TRUST MEASURE REPEAT
"86% of survey respondents in the UK would not trust
a communication from a source they often use if the
details were sent in an unfamiliar font"
Julie Strawson, Director of Marketing, Europe,
Monotype Imaging Ltd

22. DISCOVER ENGAGE TRUST MEASURE REPEAT
o Brand in the hand
o Look & feel
o UX
o Quality of Experience

23. DISCOVER ENGAGE TRUST MEASURE REPEAT
industry examples

24. 4 MEASURE
http://www.flickr.com/photos/elsie/3271195811

25. DISCOVER ENGAGE TRUST MEASURE REPEAT
o Analytics
o Identify good performance
o Root out bad performance
o Feedback and improve

26. DISCOVER ENGAGE TRUST MEASURE REPEAT
mobile analytics specialists

27. 5 REPEAT
http://www.flickr.com/photos/dalydose/6483796

28. DISCOVER ENGAGE TRUST MEASURE REPEAT
o Social
o Viral
o Valuable service
o They want to return

29. Tying it all
together

30. (mobile) web foundations
search
social native apps
mobile web
Email SMS

31. mobile web and mobile apps
mobile web mobile apps
content  
interactions (e.g. forms)  
enhanced UI (e.g. iPhone UI)  
cross-platform cross-linking  -
geo location  
offline up & coming 
phone access (e.g. contacts) - 
reach all mobile users + -
updating software + -
monetisation - +
high end UI performance - +

32. Coordination across all
platforms
o campaign
o content
o function
o look and feel

33. Quickly integrate
new channels
http://www.flickr.com/photos/gaetanlee/118885175

34. thank you
let the user connect when and
how they want
mobile web as foundation
continue the conversation
across multiple touch points
ian.homer@bemoko.com | http://twitter.com/ianhomer

35. thank you
any questions?
ian.homer@bemoko.com | http://twitter.com/ianhomer