Overview of new directions in mobile makerting and communications, with a case study on WDT's;successful campaign to launch theiMapWearther Radio iPhone application

1. the mobile marketing mix Matthew Piette Chief Marketing Officer Weather Decision Technologies July 2011

2. the road to mobility

3. our mission : to make the world a better place by fundamentally changing the way people use and interact with weather information

4. awards and recognition Winner! - 2011 AMS Award for Outstanding Services to Meteorology by a Corporation Top 100 Fastest Growing Environmental Services Firm in the United States (Inc. 100 2007) Inc. 5,000 Awards 2007, 2008, 2009 and 2010 Inc. 500 2004 OKC Metro 50 Award 7 years, #5 in 2003, #4 in 2008. Twice Venture of the Year Finalist by Oklahoma Venture Fund

5. our customers media and consumer enterprise and government weather services

6. why mobile?

7. mobile … is positioned to be the dominant channel for both internal and external communications

8. Source: Microsoft Tag what is the size of the mobile market? Of the world’s 4 billion mobile phones in use. 1.08 billion are smartphonesand a whopping 3.05 billion are SMS enabled (950 million are not SMS enabled) 25% 27% 75%

9. how fast is mobile internet growing? Source: Microsoft Tag Global Mobile vs. Desktop Internet User Project, 2007 – 2015E By 2014, mobile internet should take over desktop internet usage

10. how has mobile usability changed? Source: Microsoft Tag 86% of mobile internet users are using their devices while watching TV

11. how much do people use their mobile phones? Source: Microsoft Tag 2.7 hours 1/3 2x

12. 165 million users what is the state of social & mobile marketing? Source: Microsoft Tag 600+ million users 50% 1/3

13. what is the state of social & mobile marketing? Source: Microsoft Tag YouTube views occur on mobile devices per day 30% of smartphone owners accessed social networksvia mobile browser

14. Fortune 50 MMM

15. Fortune 50 use of mobile How many Fortune 50 companies have a mobile website or application…? Source BursonMarsteller

16. Fortune 50 use of mobile How many Fortune 50 companies have a mobile website or application…? 62% Source BursonMarsteller

17. Fortune 50 use of mobile How many of those with a mobile presence make it readily known on their websites? Source: BursonMarsteller

18. Fortune 50 use of mobile How many of those with a mobile presence make it readily known on their websites? 39% Source: BursonMarsteller

19. mobile optimized websites 38% of the Fortune 50 have mobile-optimized websites B2B-oriented organizations can also benefit from maintaining mobile-optimized websites. Dow Chemical’s mobile website is targeted specifically to investor relations, with information and options that are relevant to on-the-go shareholders. Costco’s mobile website enables simplified browsing which is conducive to a mobile-sized screen. Users can make purchases, initiate and renew memberships and sign up for text message alerts on the mobile website. State Farm’s allows consumers to get insurance quotes, report accidents and locate repair facilities easily from it’s mobile-optimized home page. Source: BursonMarsteller

20. transactions, not just information Of companies’ mobile websites/apps allow for transactions/interaction with stakeholders. 43% Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones. Home Depot enables shopping via mobile. Bank of America lets customers transfer funds and pay bills with their smartphones. Source: BursonMarsteller

21. TXTS: transactions, not just information …but only 70% 22% Of Fortune 50 companies use SMS/text messaging Of adults use SMS/text messaging Walmart sends alerts about promotions and notifications about photo/prescription pick-up Target sends text alerts that include bar codes for redeeming promotions. Johnson & Johnson text4baby provides timely updates to promote moms’ and babies’ health Source: BursonMarsteller

22. take a picture: QR codes 22% Of Fortune 50 companies are using QR codes Fortune 50 companies that use QR codes often include them in ads to deiver additional content to a stakeholder’s smartphone Verizon used QR codes to promote applications using the DROID Source: BursonMarsteller

23. wdtinc.com

24. mobile applications 58% While the Android’s market share is quickly catching up to that of the iPhone and Blackberry, companies are still focused on building apps for the iPhone Of Fortune 50 companies have mobile applications Source: BursonMarsteller

25. this is the time… This year, people started to spend more time on mobile apps than consuming content from websites Source: Flurry

26. why apps?

27. why apps? Dick Turpin

28. why apps? apps phone “Your money or your life!”

29. it’s still all about Apple 425,000 apps $2.5 billion to developers 30% to Apple 70% to you

30. it’s all about discovery … TimShepherdAnalyst at Canalys Too much choice brings serious problems in terms of application discovery for both developers and users

31. it’s all about distribution … Peter Verstabacka, the “Mighty Eagle” of Angry Birds : “Angry Birds was our 52nd game, after a number of failures”

32. iPad iPhone, iPod Touch & iPad iOS Apps powered by

33. Closeup of ipad app

34. case study

35. Tornado Path: May 24th, 2011 Piedmont

36. Total U.S.Tornado Count 2000-2010

38. one of the deadliest seasons on record Christopher Lucas, 27 killed saving customers at restaurant Miles Wells, 59 killed guiding 50-60 customers to safety at big box store Will Norton, 18 promising young film maker killed in car after graduation 21 2009 45 2010 515 2011 (Stories: Witchita Eagle, Photos Norton Family, Joplin Globe, DeAnna Mancini/AP Photo)

39. the “old way” for $79.99…

41. “Follow me” alerts

43. strategic plan Continuous engagement with Local Media, Consumers, and Enterprises

44. Weather Radio Day: May 19 We planned to give away up to 100,000 free download applications on the day Equivalent of a $1M donation to nationwide weather safety weatherradioday.com

45. create news Initial PR Launch - May 3, 2011 Press release 270 websites Outreach to 200 technology, daily and weather reporters Weather Radio Day - May 19th Press release May 18th 290 websites Tech, apps, mom blogs and dailies 250MM PR impressions iAd Campaigns: 6,611,026 impressions per month, over 532 downloads @ 0.42 CTR – 27,595 clicks

46. engage consumers: B2C YouTube Channel/FT How to’s … Address issues in real time Engage and respond

48. Weather mets as local heroes

49. Give them a proceed of sales

51. celebrate! #1

52. timeline: one crazy month 193,782 12,290 532 818 May 3 May 18 May 19 May 20 May 24

53. latest reviews @Buffywnabe I totally love my new weather radio app! It just notified me of a tornado watch in my area which I wouldn’t have know as I’m watching cable @armstrong25 i love imap weather radio. it helped me save my moms life in denver. @robbieu007 My new weather radio app says severe t-storm watch til 6pm in Marietta…thx @BradNitzWSB I know I feel safer with this app! @BradNitzWSB Try our new iMapWeather Radio app in iTunes. @davesears I LOVE the iMapWeather Radio App! Seriously one of the best apps ever! @cait_hunn My phone just spoke to me and said ‘Tornado Watch until 4 am’ Nuh uh shawty, not cool. But this weather radio app is tight! @lizliz07 This weather radio app is legit. Doesn’t just send me a notification. It rings and then reads it to me!!

55. questions?