Mobilised socialised: macro and micro view of mobile barney loehnis
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Barney Loehnis - @barneylo Social Mobilised .... broadcasting to the world from your palm Mobile Socialised & The world in the palm of your hand .... 1
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Here I look at some of the macro implication of mobile - on how it is transforming society and different aspects of our life like eduction, health and empowering rural communities. If small and under resourced groups can be so innovative, why is it that brands and marketing? IN the second part we look at micro mobile and how brands can leverage its potential to drive services and communications.
Transcript of Mobilised socialised: macro and micro view of mobile barney loehnis
Barney Loehnis - @barneylo
SocialMobilised
....broadcasting to the world from your palm
MobileSocialised&
The world in the palm of your hand....
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Part 1.Macro
Impact on society: communities & enterprises
Part 2.Micro
Impact on individuals: relationships with people
and brands
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Brands fail to understand the scale and scope of the
mobile & social opportunity
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You might think MOBILE is about THIS
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It is not about devices. Mobility has changed the way that we interact & manage our lives
“Mobility is about the empowered consumer in control of their world”
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So is
(m)obile
NOT
(M)OBILITY
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You might think SOCIAL is about THIS...
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LIFE-STREAMING BROADCASTING
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The impact of Social media has changed the actual way we view socialising with people
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In China people bond online first, then they meet in person offline.
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So is
(s)ocial
NOT
(S)OCIAL
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SOCIAL and MOBILE are more about this:
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consumerwhat is desirable?
motivationwhy?
technologywhat is possible?
feelinglike, affinity
mindneed, want?
physicalability, skill
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SOCIETY
PEOPLE&
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Emancipation of Consumer through
CONNECTEDNESS
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LearningCredentialing
Socialising
SymptomsDiagnosticsTreatment
MaintenanceMarket pricesMicrofinance
EfficiencySustainabilityEmancipation
COMMERCE
HEALTH
EDUCATION
GOVERNMENT
COMMERCE
INFORMATION
EMPLOYEES
INTERACTION
SOCIETY BRANDSIMPACT
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Mitra Sugata’s “Hole in the Wall” project... and “School in the clouds” is disrupting education
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$100
$40
The affordability of devices will change the way we use them
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Khan Academy - amazing online education
YY.com - music, gaming & aspiring educationalists
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In ChongQing they are building a health cloud to provide medical resources
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10% increase in connectivity = +1.25% in GDP
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Lanzhou university hospital build up telemedicine hd video system The Internet of things system of remote
intelligent medical service to expand in wuxi city
Nanjing enabled the first home pension remote management service pla?orm
Chongqing use the telemedicine technology to pilot the health blood pressure project
Numerous initiatives are improving basic care
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China Mobile’s Wireless city is emancipating millions of farmers across Xinjiang
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Farming Job opportuni7es
Daily MMS for farming weather forecast
Market prices for agriculture trade and commerce
e-‐magazine on finance for farmers
Rural lifestyle MMS provider
Nongxintong - the “eyes & ears of farmers”
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mPowering Action
Mobile Social Entreprenuerialism
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If they can. You can.
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BUILD END TO END COMMUNICATIONS
DEVELOP SERVICE EXTENSIONS
CREATE LIFESTYLE PLATFORMS
IMPROVE SUPPLY CHAIN MANAGEMENT
LEVERAGE FOR INSIGHT & DATA
EVOLVE THE ENTERPRISE SYSTEM OF SYSTEMS
Look for the BIG opportunity for Brands
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Part 1.Macro
Impact on society: communities & enterprises
Part 2.Micro
Impact on individuals: relationships with people
and brands
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Brands fail to understand how to design expereinces
with mobile and social at the core
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Everything digital has a Social fingerprint
All content, Always On, Transactionable
Digital [In]fused into our lives
All actions are measurable
THE CATALYST
THE FUEL
THE BACKBONE
THE BRAIN
Digitised
Socialised
Mobilised
Datarised
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Mobile is like the “bloodline” that connects the faceless emotions that run deep across different moments in time.
Mobile is the back bone of communications and services.
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AC
TIVE
PASSIVE
Searching, Seeking, Booking, Transacting, Selecting, Organising
Sharing, Posting, Check-in, Redeeming, Associating, Broadcasting
Reading, Awarded, Browsing, Receiving,
Watching, Purposelessness
Read, Viewed, Gaming, Located, Logged in,
Performing
Push
Pull
2. Selected Interaction 4. Digital Footprint
1. Specific Outcomes 3. Vague Outcomes
There are FOUR consumer states of interaction
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1. Obsess over people’s relationships & behavioural nuances
PEOPLE & RELATIONSHIPS
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Tasuku & Muu
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Understanding people’s social motivations is crucial to understanding and predicting their behavioural response
The Oversharer
The WannabePhotographer
The Joker The UnabashedPromoter The First Word The Lonely
Heart
The Retweeter The Nerd The Last Word The News Reader
YOU
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Staying in touch with your friends
Social way: instant messaging , LBSRelationship between: acquaintances , strangersUsers: more than 250 million
Hold-to-talk: the widely welcomed walkie-talkie function for users who prefer to leave a quick instant voice message rather than text.
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Moments are more like Path, which is a narrow way to socialize with selective friends.
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“Shake” to add a friend who is also shaking around you.
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Wechat / Wexin
... finding new ways to interact ...
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Mamabear Footprints
Find My Kids ~ FootprintsKeep track of children's whereabouts
friends can locate each other
even managers can track employees
set up Geofences, like school
be notified when fences are crossed.
... stalking the people you deeply love...
...or simply digging deep to find love...
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2. Craft and polish the relevancy and single minded purpose
CONTEXT: WHERE, WHAT, WHY
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C.A.P.T.U.R.E for relevance and value
ContextualAlways on
PlacelyTimely
UsefulRemarkable
Effortful
relevance value43
Airbnb Meet and Seat: KLM
Want to find out who will be on your KLM flight? With Meet & Seat you can view other passengers’ Facebook or LinkedIn profile details and see where they’ll be sitting – long before your flight leaves the ground.
Get close and personal to those with similar interests
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3. Identify opportunities across the consumer journey
CONNNECTIVITY = MOMENTS + MOVEMENTS
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MOBILE MOMENTSDELIVER RELEVANCY & INTIMACY via CONTEXT
MOBILE MOVEMENTSUNLOCK VALUE THROUGH PERVASIVE CONNECTIVITY
MindsetsWhat people want
MotivesWhy people need
Functional & emotional InsightsBased on milli seconds
Decision ArchitectureSingle minded
Surprise
Enterprise & E2ESystemsServices
Utility & Transactions
Pervasive Connectedness Systemic MobileEnd-to-end EnterprisePredictability
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Connected Commerce - one bite at a time
Mogujie and Meilishuo
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... streaming every interaction and experience.
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34%$ 23%$ 15%$ 9%$ 13%$ 26%$ 49%$
9%$
9%$
18%$ 13%$
14%$
8%$
6%$
6%$
In-store activity
Source: Mobile Life F3; Use of mobile to purchase or research Base: BAT markets. Those purchased or researched in last 12 months aged 19+, 1793
Online research while
at home
Read independent
product reviews
Check what others are saying about the
product via SNs
Receive a special deal by interacting with an advertisement (e.g.
taking a photo, winning a competition)
Receive updates from nearby shops/places of
interest
Online research while
in the store
To compare prices
Take notes of product details
in-store
Scan QR codes to receive more information on the
product
Scan the barcode and receive more information
on the product
To redeem a coupon received by email,
downloaded from a site, or saved on phone
Scan a barcode to pay for the product
Scan a QR code to pay for the product
Pay for a product by touching phone against a sensor
Buy products from group buying sites (e.g. Groupon)
Mobile is used across the consumer journey
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Innovation
Interaction
Marketing
Loyalty
Commerce
Engagement
AR @ retailretail shopping behavior
Sales tool @ retail
branded AppSMSQR code
mobile media cooperation mobile searchIntegrationSNS sharing
club Appscan product barcode
Sample requestsMember serviceLoyalty points
coupon link to mStoreLBS coupon
mCommerce component
QR codemobile site
weixin campaignmobile beauty content
TV/Magazine Ad
weixin
mobile search
mobile media
@ retail
mob
ile si
te6 building blockscore commerce channel (counter)
touch points
BRAND @RETAIL
Identify every “moment”and “movement”
COSMETICS
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30 Moments6 Movements
13 4 7
8
2
6
12
35
18
30
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2629
36
23 24
28
2716
15
14
13
1025
3132
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17
9
19
21
5
22
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Identify every “moment”and “movement”
TRAVEL & HOTEL
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SUMMARY
#1 Obsess over people’s relationships & behavioural nuances#2 Craft and optimise the interaction relevancy & single purpose #3 Seek mobile “moments” & “movements” across journey
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