Mentor Presentation: How to Focus on the Consumer

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This how-to will teach attendees how to construct the consumer approach to mobile. Kayla Green of Saatchi & Saatchi will explore how participant behavior varies across screens based on the time of day, individual aspirations, the user’s location, and because of how he or she is feeling.

Technology News & Politics

A CONSUMER-FIRST APPROACH
TO MOBILE STRATEGY
Putting people at the center of our communications strategies

@kaylam
Thursday, November 21, 13

CREATE RELEVANCE
Thursday, November 21, 13

UNDERSTAND OUR AUDIENCE
Thursday, November 21, 13

INSIGHTS COME FROM:

Thursday, November 21, 13

WE OFTEN GO DIGGING FOR THE
‘WHAT’ AND THE ‘WHEN’
Thursday, November 21, 13

BUT CONTEXT IS IMPORTANT...
Thursday, November 21, 13

WHICH ASKS THE QUESTIONS
‘HOW’ AND ‘WHY’
Thursday, November 21, 13

SO HOW DO WE DO THIS?

Thursday, November 21, 13

GO DIGGING FOR CONTEXT

Thursday, November 21, 13

GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS

Thursday, November 21, 13

GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS

Thursday, November 21, 13

GO DIGGING FOR CONTEXT
UNDERSTAND THE MOTIVATIONS + BEHAVIORS
FUNCTIONAL AND EMOTIONAL NEEDS
UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL

Thursday, November 21, 13

GO DIGGING FOR CONTEXT
TO BETTER UNDERSTAND OUR AUDIENCE

Thursday, November 21, 13

“anytime & instantly”

Just-in-Time

Context
professional
social
cultural
economic
fun
technical
educational

Thursday, November 21, 13

Relevance

day-parting
on-the-ﬂy
intermission
downtime
weatherbased
programmatic

conversation
feeling
physical
network
activity
information

“personal”
“anywhere”

CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’
Tablet consumption is highest during the late evening hours when people are
curled up on the couch or winding down for the night in bed.

Share of Browser-Based Page Trafﬁc by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013

Thursday, November 21, 13

Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
Thursday, November 21, 13

19

MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE

Thursday, November 21, 13

MOTIVATIONS + BEHAVIORS
TO SOLVE FOR PAIN AND PASSION POINTS

Thursday, November 21, 13

MOTIVATION:
ALWAYS BE PREPARED

Thursday, November 21, 13

MOTIVATION:
ALWAYS BE PREPARED

BEHAVIOR:
PLANNING EVERY
MOMENT OF HER DAY
Thursday, November 21, 13

MOTIVATION:
ALWAYS BE PREPARED

TECHNOLOGY

Thursday, November 21, 13

BEHAVIOR:
PLANNING EVERY
MOMENT OF HER DAY

MOTIVATION?
BEHAVIOR?
TECHNOLOGY?

26
Thursday, November 21, 13

FUNCTIONAL + EMOTIONAL
NEED?
FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?
EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION

Thursday, November 21, 13

STORYTELLING
Stories give us context and context help us with understanding
We are wired for narrative construction

Thursday, November 21, 13

TECHNOLOGY
MAKE IT ALL INTUITIVE

31
Thursday, November 21, 13

KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS,
THE USE-CASES AND MOST IMPORTANT, THE UI
Thursday, November 21, 13

THIS IS THE WEB TOMORROW

34
Thursday, November 21, 13

MOBILE IS NOT A
‘BOLT-ON’ SOLUTION
Thursday, November 21, 13

FOCUS ON PEOPLE
Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.

Thursday, November 21, 13

THANKS

See you on the internets.
@kaylam

Thursday, November 21, 13

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Mentor Presentation: How to Focus on the Consumer

1. A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY Putting people at the center of our communications strategies @kaylam Thursday, November 21, 13

2. MEANING Thursday, November 21, 13

3. CREATE RELEVANCE Thursday, November 21, 13

4. CONTEXT Thursday, November 21, 13

5. UNDERSTAND OUR AUDIENCE Thursday, November 21, 13

6. INSIGHTS COME FROM: Thursday, November 21, 13

7. INSIGHTS COME FROM: Thursday, November 21, 13

8. WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’ Thursday, November 21, 13

9. BUT CONTEXT IS IMPORTANT... Thursday, November 21, 13

10. WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’ Thursday, November 21, 13

11. SO HOW DO WE DO THIS? Thursday, November 21, 13

12. GO DIGGING FOR CONTEXT Thursday, November 21, 13

13. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS Thursday, November 21, 13

14. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS Thursday, November 21, 13

15. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL Thursday, November 21, 13

16. GO DIGGING FOR CONTEXT TO BETTER UNDERSTAND OUR AUDIENCE Thursday, November 21, 13

17. “anytime & instantly” Just-in-Time Context professional social cultural economic fun technical educational Thursday, November 21, 13 Relevance day-parting on-the-ﬂy intermission downtime weatherbased programmatic conversation feeling physical network activity information “personal” “anywhere”

18. CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’ Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed. Share of Browser-Based Page Trafﬁc by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013 Thursday, November 21, 13

19. Percentage of Tablet Users by Platform Who Use Smartphone Platforms Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Thursday, November 21, 13 19

20. MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE Thursday, November 21, 13

21. MOTIVATIONS + BEHAVIORS TO SOLVE FOR PAIN AND PASSION POINTS Thursday, November 21, 13

22. Thursday, November 21, 13

23. MOTIVATION: ALWAYS BE PREPARED Thursday, November 21, 13

24. MOTIVATION: ALWAYS BE PREPARED BEHAVIOR: PLANNING EVERY MOMENT OF HER DAY Thursday, November 21, 13

25. MOTIVATION: ALWAYS BE PREPARED TECHNOLOGY Thursday, November 21, 13 BEHAVIOR: PLANNING EVERY MOMENT OF HER DAY

26. MOTIVATION? BEHAVIOR? TECHNOLOGY? 26 Thursday, November 21, 13

27. FUNCTIONAL + EMOTIONAL NEED? FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION? EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION Thursday, November 21, 13

28. FUNCTIONAL Thursday, November 21, 13

29. EMOTIONAL Thursday, November 21, 13

30. STORYTELLING Stories give us context and context help us with understanding We are wired for narrative construction Thursday, November 21, 13

31. TECHNOLOGY MAKE IT ALL INTUITIVE 31 Thursday, November 21, 13

32. KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI Thursday, November 21, 13

33. 33 Thursday, November 21, 13

34. THIS IS THE WEB TOMORROW 34 Thursday, November 21, 13

35. MOBILE IS NOT A ‘BOLT-ON’ SOLUTION Thursday, November 21, 13

36. GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS FUNCTIONAL AND EMOTIONAL NEEDS UNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL Thursday, November 21, 13

37. FOCUS ON PEOPLE Because there will always be another shiny object, screen, device... but people should always remain at the center of your communications strategies. Thursday, November 21, 13

38. THANKS See you on the internets. @kaylam Thursday, November 21, 13

Mentor Presentation: How to Focus on the Consumer

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