I Had No Idea My Phone Could Do That! Presentation
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Transcript of I Had No Idea My Phone Could Do That! Presentation
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I had no idea my phone could do that!
delightful solutions on-the-go from Hearst (mobile)
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our brand new digital network
Hearst digital media, part of Hearst Magazines:
• 16 new brand dotcom sites• 3 new shopper properties• 3 acquisitions • 9 mobile sites• 8 text clubs
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largest magazine publisher in:• content
• 9 mobile sites• 8 text clubs
• traffic • 4 MM page views
• & distribution• off-deck• & across all Tier-1 carriers: Verizon, Sprint, at&t
mobile at Hearst
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multiple mobile revenue streams:
1. mobile advertising (banners)
2. mobile advertising (SMS/text)
3. application sales
4. wallpapers
5. fake calls
wallpapers: vintage covers & Varga Girls
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mobile market overview
• 237 M wireless subscribers in the USA• 1 billion text messages sent a day (up 130% YOY)• wireless data revenues = $10.5 billion (up 63% YOY)CTIA Jun 07
• 32 M are “active mobile internet users”Nielsen Mobile Oct 07
• email/IM/text then information-gathering and sharingM Metrics 2006
advertisers will spend more than $11 billion by 2011 on mobile marketing Informa Telecoms & Media
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Sent Texts
Retrievednews/information
Purchasedringstones
Used photomessaging
Purchasedwallpaper
Downloadedmobile game
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Hearst Women’s Network mobile market research
• 4 out of 5 own a mobile phone
• VZW (24%), at&t (22%), Sprint (10%)
• 1 in 5 sent a text message yesterday
• 22% downloaded mobile content in last 30 days
• 10% subscribed to an alert in last 30 days
Nielsen@Plan Winter 07-08: survey of 36,000 online adults/HWN
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1. meet un-met needs: location-based, timely tips
2. be simple: deliver bite-size/bijou content pieces
3. reach many: distribution/off-deck & across-carriers
4. any device: make your mobile content device agnostic
5. discover: learn the new rules of search
6. layer digital to RL: user-generated tags & more
7. be engaging, comforting & delightful
7 suggestions: what works in mobile?
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• practical solutions: dude decoder, cocktail recipes• decision-makers: Cosmo fake calls, quizzes• location-based info: hot cities guide • timely tips: bedside astrologer • stories to engage: bedroom blog
+• voting/polls• talk to us & send to a friend• user-generated content: tell us about YOUR Hot City!
Cosmo Mobile
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• practical solutions: the information (how to)• decision-makers: laws of fashion• location-based info: best bars • timely tips: drinks database • stories to engage: funny joke from a beautiful woman
+• voting/polls• talk to us & send to a friend• user-generated content: know any great bars?
Esquire
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• practical solutions: stainbuster, product safety alerts• decision-makers: recipe of the day, tipping• location-based info: Good Housekeeping Seal • timely tips: expert advice, diet & beauty, house/home• stories to engage: good grief, constant dieter
+• voting/polls• talk to us & send to a friend• user-generated content: your recipes, your tips
Good Housekeeping
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• wide range of SMS ad programs• text blasts• text quiz• text2win • text2sample (& buy)• text sweeps • text coupons• store/cinema locator
• mobile web (on/off-deck) sales • mobile banners• sponsored sections• mobile microsites
mobile advertising
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innovation
“a call-back service that, for 99 cents, lets women
escape from a bad date - has to be one of the
cleverest brand extensions of the year”
Adweek: brand leaders 2007 hot list
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industry recognition
best mobile sites 2007: Ziff Davis nominated for global mobile awards
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in-book promotion
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online promotion
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20th Century Fox Home Entertainment: text quiz to drive retail sales
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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TRESemme: opt-in to receive 4 x text alerts from hair stylist expert
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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• text alerts
• sweepstakes
• text2buy
• text2win
• text2sample
• voting & polls
• quizzes
• store locator
• coupons
• and many more!
store locator: users see message in-book and send zip code to shortcode
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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Walgreens: text2win
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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Clinique: testing response (different keywords): in-book & text blast
Text blast: 17% response rate!
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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at&t: text2win
advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!
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re-cap: largest magazine publisher in content, traffic & distribution:
• content• 9 mobile sites• 8 text clubs
• traffic • 4 MM page views
• & distribution• off-deck• & across all Tier-1: VZW, Sprint, at&t
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re-cap: multiple revenue streams:
1. mobile advertising (banners)
2. mobile advertising (SMS/text)
3. application sales
4. wallpapers
5. fake calls