Hugh Jedwill, CEO of Mobile Anthem, dodges tornadoes at the Sprint HQ to give the closing keynote at the Ragan Mobile Revolution conference. He talks about the mobile journey using his travels around the world as a metaphor for what internal/external communicators will be going through. He also talks about the Test and Learn concept used at Procter & Gamble to vet new ideas and how he used it on their first mobile-integrated campaign for Venus.
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Ragan Mobile Revolution - Closing Keynote
1. The Mobile Revolution Conference
"Test and Learn" Mobile
The Procter & Gamble Model extended to Mobile
May 25, 2011
tweeting guide:
@mobilebranding
#raganmobile
2. @mobilebranding
#raganmobile
Overview
Background
Mobile’s True Power
Importance of Behaviors
P&G’s Test & Learn Model
T&L Venus & Mobile
T&L Sara Lee & P&G WOM
Conclusion
6. @mobilebranding
#raganmobile
Background: Mass Marketing Moments
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
+5 yrs, 2010 - Foursquare
“greed is good”
7. @mobilebranding
#raganmobile
The Journey
Destination
Planned stops
Unplanned excursions
Emotional - excitement, fear, hope
Different at the end
Journey vs. Destination
8. @mobilebranding
#raganmobile
The Journey: Presenter - Building Brands
22 in 10
9. @mobilebranding
#raganmobile
The Journey: Presenter - Building Brands
10.
11.
12.
13.
14.
15.
16. Internal
coordination
Latest news in
resistance
International
relations
#Libyana
17. Internal
communications
Latest news in
company
External
relations
#yourhashtag
20. @mobilebranding
#raganmobile
Behaviors: 30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010
21. @mobilebranding
#raganmobile
Behaviors: What Do Consumers Want?
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
22. @mobilebranding
#raganmobile
Behaviors: Motivated by Mobility: 39%
Positive attitude...
8
and improving 8
Hard to give up mobile...
and getting harder to 7
9
Segmentation:
Digital Collaborators 8% 7
Ambivalent Networkers 7%
Media Movers 7%
Roving Nodes 9%
Digital Collab
Mobile Newbies 8% Ambiv Networkers
Media Movers
Roving Nodes
Mobile Newbies
1. Pew Internet & American Life Project, The Mobile Difference, March 2009
23. @mobilebranding
#raganmobile
OK with Stationary: 61%
No mobile pull 13
Technology plateau 14
Segmentation:
Desktop Veterans 13%
Drifting Surfers 14% 10 14
Information Encumbered 10%
Tech Indifferent 10% 10
Off the Network 14%
Desktop Veterans
Drifting Surfers
Info Encumbered
Tech Indiff
Off Network
1. Pew Internet & American Life Project, The Mobile Difference, March 2009
24. @mobilebranding
#raganmobile
Behaviors: Who is Really OK with Stationary?
25. @mobilebranding
#raganmobile
Background: The Three Blind Men & The Elephant
27. @mobilebranding
#raganmobile
Test & Learn: The Strategy
Creates Innovation
Reduces Risk
Verifies Stats
Freshens Image
Builds Organization Capability
Must be % of Budget
28. @mobilebranding
#raganmobile
Test & Learn: The Setup
Identify Problem/Need
Align to Business Objective
Model the Metric - old/new
Find/teach the partner
Execute & Measure
Learn
31. @mobilebranding
#raganmobile
Setup: Mobile Youth
Generation Y is mobile, 76-83M1
1800
2nd determiner of teen social status
Calls
8.6 average age of first mobile use2 1350 Texts
41% can text blindfolded 900
50% open to marketing through phone 450
79% have mobile phones 0
<12 13-17 18-24 25-34 35-44
3,339 texts per month Q2 ‘08 avg/mn2
1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08
34. @mobilebranding
#raganmobile
The Test: Summary
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with X.XM women and millions of impressions
Won the Silver Promo Marketing Award for Experience
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game
39. @mobilebranding
#raganmobile
The Test: Signage
HISS Large Banners
La Vela Beach Stage Banner Internet Café Door Wrap
Entrance Pole Wraps
Elevator Wraps
Pool Bottom Graphic
52. @mobilebranding
#raganmobile
The Learn: VenusBeach
Mobile game did not work
Textual Flirting required practice
mPictures exceeded expectation
Needed a plan for numbers acquired
Mobile campaign was a natural extension
53. @mobilebranding
#raganmobile
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack
54. @mobilebranding
#raganmobile
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack
55. @mobilebranding
#raganmobile
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack
62. @mobilebranding
#raganmobile
State Fair Dream Home promotion
Problem: drive awareness for promotion
Solution: mobile text/web campaign reminding
people to play promotion
Results: drove over XX% from text to mWeb
Learned: repeated actions drive behavior
64. @mobilebranding
#raganmobile
Texting to mVideo: P&G’s Tremor
65. @mobilebranding
#raganmobile
Texting to mVideo: P&G’s Tremor
66. @mobilebranding
#raganmobile
P&G’s Tremor Mobile Engagement
Problem: Drive viewership; Extend
Tremor influence beyond online
Solution:
• Email sign-up for mobile alerts
• mWeb
• Text refer-a-friend
The Learn:
• Viral is hit-n-miss
• Moms are on smartphones
• Mobile video engages
67. @mobilebranding
#raganmobile
LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
Mind mented
Reality
Quality of Interaction
Apps
mWeb
2D mVideo
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%
69. @mobilebranding
#raganmobile
Conclusions
Mobile impacts life
Understanding behaviors crucial
Lower the stakes using test & learn
Fast adopt the winning executions
Repeat Test & Learn, then Scale
70. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Mobile Anthem
Text “anthem” to 41411
for presentation
@mobilebranding
hugh@mobileanthem.com
312.912.2837 (m)
