• The worlds largest specialist mobile marketing agency
• Access to M&C Saatchi’s resources
• Over 85 full-time mobile experts
• Multi-award winning
Full service specialist mobile agency
In today’s episode…
1. How social is going mobile2. What mobile adds to social 3. How to pick and choose tactics dependent on
your objectives4. Case studies where people are doing it right,
with mobile taking the lead
Many now mobile-only189 million only access Facebook via mobile
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 20130
20
40
60
80
100
120
140
160
180
200
83
102
126
157
189
Millions of mobile only monthly active users
Source: Facebook Q1 2013 Earnings Call
Mobile PC
751million
349million
Source: Facebook Q1 2013 Earnings Call
IT IS A MOBILE BUSINESSMONTHLY ACTIVE USERS
Mobile accounted for 30% of Facebook’s total ad revenue in Q1 2013
Source: Facebook Q1 2013 Earnings Call
Mobile adverts will account for half of Twitter’s ad revenue this yearThis figure will increase to 60% of the company’s ad revenue by 2015
Source: eMarketer
WE HAVE MANY TARGETING VARIABLE TO PLAY WITH
SOCIALLikes &
InterestsFriend
ConnectionsActivity (e.g. check-ins)
Intent
PERSONALCity / State / Zip
BirthdayEducationWorkplace
Relationship Status
DEMOGRAPHICAgeGenderDeviceOSLocationWi-Fi / 3G
CUSTOM AUDIENCEEmail addressesPhone numbersFacebook user IDs
OPTIMISE ON DATA FOR MAXIMUM EFFECT
Example testing matrix – 9 iterations
Significance testing to establish volume required for 95%
confidence.
CURRENT M&C SAATCHI CLIENT - CONVERSION
• Ran on Facebook to promote install of free application
• Tues & Wed best CPD• ‘Free’ biggest differentiator
in copy• Female imagery works best• CPI lower for females• Brand name showed strong
response in copyLearnings have shaped other areas of mobile strategy outside of social
media
Awareness
Opinion
ConsiderationPreference
PURCHASE
ADVOCATE
Mobile is available at every stage of the purchase
funnel..
NOT ALL Multi-TASKING IS CREATED EQUAL
Content Grazing Spider-Webbing
Social Spider-Webbing Quantum
Source: Cross-Screen Engagement 2013, Microsoft
Broad targeting and mobile destinations
Targeting• Demographic• Interest• New or existing fans
(new content)
Destinations• Fan page• Mobile web• App page
Quality content distribution
Ad formats• Splash screens• Image/text banners• Video• ‘Like’ ads• In page posts• Sponsored stories• Promoted trends /
accounts
Mechanics• Incentives• Highly engaging / viral
content (topical)
TIGHT targeting and mobile CONTENT
Targeting• Demographic• Key influencers (most
likely / greatest influence)
• Retargeting
Destinations• Fan page• Mobile web• App page• Feeds / articles
DEEPER ADS AND INTERACTIONS
Ad formats• Question ads• Events ads• Sponsored search
Mechanics• Product sampling• Polls & questions• ‘Hangouts’ and
livechat• UGC• Engaging & exclusive
content• Direct engagement /
monitoring
Measurement IS BASED ON OPINION AND INTENT
Metrics• Repeat views• Comments• ‘Attending’ responses• Conversations• Uploads• Channel size (active
fans ratio)
PIN POINT targeting and mobile TRANSACTION
Targeting• Demographic• Retargeting (customer
lookalike audiences)
Destinations• Mobile web• App page
OFTEN PURE Direct RESPONSE
Ad formats• App install ads• Offer ads• Image/text banners• Link ads• Sponsored search
Mechanics• Push to store• Push to download• (Post after purchase /
download)
THE MEDIUM BETWEEN THE CONSUMER AND BRAND
1. Provide a link between brand and consumer
2. Nurture the consumer relationship
SPEAK TO CONSUMERS IN THEIR ENVIRONMENT
Targeting• Existing users• Fans• Potential customers
Destinations• Social platform
IT’s ABOUT DISCOVERY AND NURTURE
Ad formats• SEO / SEM
Mechanics• Community building• Community
management• Incentives• Forums• Rich media response
(video / images)
COMMUNITY MEASUREMENT, BUT ULTIMATELY COST
Metrics• Size of community• Activity• Positive responses• Cost reduction• Customer satisfaction
H&M - AWARENESS
• Competition to win a $1,000 H&M gift card and other prizes using Instragram
• Consumers enter by taking a picture of the statue using the Instagram mobile application with the hashtag #HMBeckham
ADIDAS SOUTH AFRICA - AWARENESS
• Drive awareness of Adidas and build the Mxit community
• Splash screen pushed to app where they could upload their ‘game face’ to win training session with LA Lakers basketball team
• 80,582 subscribers• 7,208 qualified entries
Wendys – AWARENESS & CONSIDERATION
• #twEATfor1k competition• Chance to win $1,000 a
day for tweeting image of Flatbread
• Consumers can learn more about the new sandwich and view entries via mobile optimised site
DOMINOS TWEET TREAT-AWARENESS & CONVERSION• Domino's reduced the
price of the star pizza today according to how may people tweeted in time for lunch
• For every tweet sent, a minimum of £0.01 would be knocked off the price
• Offer only available to those who tweeted
TWELP FORCE - SERVICE
• Knowledge of staff was confined to stores
• 24/7 service to provide technical help to whoever wanted it
• 2000 employees• Answered 1000s of tweets• Reduced customer
complaints by 20% in first year
CONSIDER ALL STAGES FOR MAXIMUM IMPACT
Overall• What context can mobile add?• What can you amplify using
social?
Awareness• What is your hook?• Who is the most receptive to your
message?
Opinion / Consideration / Preference• What does a high quality
engagement look like?
Purchase• What does the full purchase
funnel look like?• What conversions turn into long
term high value customers?
Service• What is missing from the
customer experience?• What can new platforms add?
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