1Globalpark. Manage what matters.

MEETING RESPONDENTS IN THEIR NEW “HOMES”

Alex Osbaldeston, Radu Immenroth

Mobile Research Conference, 17 April 2011, London

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MEGATRENDS: SOCIAL & MOBILE

Complexity?

Confusion?

Opportunity?

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MEGATREND: SOCIAL

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FACEBOOK POPULATION VS. COUNTRIES

660

Source: Techworldsz, 2011

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40% OF US FACEBOOK`S USERS ARE AGE 35+

22.04.2011

Age 35+

Source: iStrategyLabs, 2010

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US USERS SPEND 3X MORE MINUTES ON BLOGS & SOCIAL NETWORKS THAN ON EMAIL

906

Source: Nielsen NetView, 2010

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EMAIL USAGE IS ON THE DECLINE

22.04.2011

Source: Comscore, 2011

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200 M AMERICANS ARE ON “DO NOT CALL LIST“

Source: FTC, 2010

9Globalpark. Manage what matters.

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MEGATREND: MOBILE

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SOCIAL AND MOBILE ARE LINKED TOGETHER

Social networking is accelerating growth of mobile

…and vice versa

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Source: Flowtown, 2010a

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Source: Flowtown, 2010b

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mobile 2X as

active

THE RISE OF FACEBOOK MOBILE

2009

250M users

65M

mobile

users

2011

660M users

250M

mobile

users

Source: Facebook, 2011, Techworldsz, 2011

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PARADIGM CHANGE

From „always on“ to „always in touch“

From recall to “moment of truth”

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MEGATRENDS: SOCIAL & MOBILE

Complexity?

Confusion?

Opportunity!

16Globalpark. Manage what matters.

1 2 3

SOCIAL INSIGHT CONNECT

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• Fictional company

• Manufacturer of outdoor apparel

and equipment

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YOU DECIDE WHICH DATA WILL BE INTEGRATED

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APPEND FROM / ADD TO YOUR OWN DATABASE

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MEASURE KEY PERFORMANCE INDICATORS

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FANS MANAGE INCENTIVES WITHIN FACEBOOK

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Willingness to recommend

Likability

Purchase Intention

Customer Lifetime Value

Customer Satisfaction

Category Spending

Customer Profit

Loyalty

Difference illustrates the value

of a Facebook fan

Basic Target Group Facebook Fans

COMPARING FANS WITH YOUR CORE TARGET

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31Globalpark. Manage what matters.

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MOBILE CHANNEL

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SMARTPHONES

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SMARTPHONES

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EXAMPLE: TICKBOX

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MOBILE MARKET IS HIGHLY FRAGMENTED

Don„t forget non-smartphones!

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NON-SMARTPHONES: SMS + MOBILE WEBSITE

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MEGATRENDS: SOCIAL & MOBILE

Face Complexity!

Accept Confusion!

Take Opportunity!

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THANK YOU!ANY QUESTIONS?

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REFERENCES

• Facebook, 2011. Available [online] at: http://www.facebook.com/press/info.php?statistics [Accessed

18 April 2011].

• Flowtown, 2010a. Available [online] at http://www.flowtown.com/blog/rise-of-facebook-mobile

[Accessed 18 April 2011].

• Flowtown, 2010b. Available [online] at http://www.flowtown.com/blog/how-important-are-apps

[Accessed 18 April 2011].

• iStrategyLabs, 2010. Available [online] at http://www.istrategylabs.com/2010/01/facebook-

demographics-and-statistics-report-2010-145-growth-in-1-year/ [Accessed 18 April 2011].

• Techworldsz, 2011. Available [online] at http://techworldsz.blogspot.com/2011/04/facebook-users-

statistics-total-number.html [Accessed 18 April 2011].

• Nielsen NetView, 2010. Available [online] at http://blog.nielsen.com/nielsenwire/online_mobile/what-

americans-do-online-social-media-and-games-dominate-activity/ [Accessed 18 April 2011].

• Comscore, 2011. Available [online] at http://www.dreamgrow.com/tag/comscore/#axzz1KGZHUbGJ

[Accessed 18 April 2011].

• FTC, 2010. Available [online] at http://www.ftc.gov/opa/2010/07/dnc.shtm [Accessed 18 April 2011].