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Social Media & Mobile Strategies in Digital World
1. Social Media & Mobile Strategies
in Digital World
Galit Fein
EVP & Office of the CIO Strategies
Senior Analyst
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Mobile
Reasons:
Y 2010 - Going Mobile
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Get Social
90%
70%
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Facebook
40 M Facebook status updates
a day by 400 M+ users; +137% Y/Y
65 M people use Facebook on a
mobile device (450K Israelis)
40% of consumers “frended” a
brand on Facebook &/ or
MySpace
Source: Razorfish Digital Brand Experience Report 2009
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Twitter
Source: GigaTweet 11/2009
58 MM users; +1238% Y/Y
~25M tweets per day
44% of consumers who
followed a brand on Twitter
did so for actual transaction
48% of those who saw a brand
mentioned on Twitter did
research on that brand
Source: Razorfish Digital Brand Experience Report 2009
Source: Morgan Stanley
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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions
Start here:
Simple to do,
High value!
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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions
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Listening platforms
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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions
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Real time service
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Levels of social media involvement
1) Listen
2) Analyze/understand
3) React
4) Measure
5) Create interactions
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What are we doing wrong?
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Amazon
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To Be Where Your
Customers Are
3rd party virtual vendors are
accelerating financial services
& replacing traditional
providers (banks, brokers,
accountants…)
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Social Media Payments
From
Barter Currency Credit Cards
to Twitter???
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Traditional (Interruption) Marketing
Now can be filtered (digital cable recorder)
Mobile
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Permission Marketing
Do not push ads message to your consumers -
Let them to pull it from you!
The Crème Brulee Cart
Mobile
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The Crème
Brulee on
Twitter
9,854 followers
Real Time
advertisement
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It’s not about money –
It’s about value!
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Mobile Internet Computing
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From Content To Context
• Location Based Services - Provision of exact, contextual
info & services based on specific location
Mobility & location will change
how users & advertisers interact
with the Web:
• Real Time Marketing
• Discount alert & real time
recommendations from where
& when it occurs
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Context Application: Zipcar
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In Context :Transparent Price
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Location-Based Social Networks through
Mobile
Real-time recommendations
based on your current
location using an app that
aggregates info from real-
time searches from social
sites, local ads & “limited
time” discounts on your
mobile
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Augmented Reality
Beatles Tour: Ringo, Paul, John,
George with YOU on Abbey
Road
Your hotel is only
2 km away
Historical sites
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Bank Leumi iCleumi – Augmented Reality
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Multi Channels
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One for each kind?
Tablet Call Center
Internet
Smartphone
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Or one for each machine?
PCs Mac Tablets Smart phones Cell phones
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How are we going to use them ?
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The Web is Dead
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Mobile website also changing
Your mobile website should
look more like that:
and Less like that:
Don’t look at mobile devices as an “extended PC”
It is a totally different device that will offer added value that a PC doesn’t
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3 Possible Mobile Models:
SMS
• Easy, common in all devices,
affordable
• Catalyst to more banking
actions via mobile
Mobile Downloadable Apps
• Rich user experience, ability
to work offline
Mobile Internet
• Familiar, supported by most
devices, UI is an issue
Source: Mobile Marketing Association
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To summarize…
• Channel strategy will increasingly be considered a core
competency of organizations
This also means that it CANNOT be outsourced
• Engage and Influence: Clients are defining the ways in
which they want to receive services from their
providers
• The challenge: address each channel differently, while
establishing a single platform that can extend services
to each of these channels (to enable cross-channel
interactions, service levels etc.)
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The End
Thank you!
Galit Fein
Blog: www.galitfein.blogspot.com
Twitter: GalitFein
Hinweis der Redaktion
אמנם דיברנו על תחום המובייל מספר שנים ברציפות, אבל שנת 2010 היא זו שתהיה שנת המובייל. אימוץ כמעט אקפוננציאלי של טלפונים ניידים אפשר להסביר ע"י מספר סיבות. יש לזה סיבות חבתיות, טכנ' וכלכליות
רשימת החברים של 40% ממשתמשי פייסבוק מכילה בין השאר ארגונים או מותגים הנמצאים ברשתות פייסבוק או מייספייס
רשת חברתית בעלת הגידול המהיר בעולם היא טוויטר. 44% מהמשתמשים שעקבו אחרי המותג מסוים בטוויטר עשו זאת בשביל לבצע טרנזקציה אמיתית. ו48% מאלה שראו מותג מוזכר בטוויטר עשו לאחר מכן חיפוש באינטרנט לגבי אותו המותג
שירותים מבוססי מקום בעזרת טכנ GPS – כאן אנו מדברים על האספקת מידע ושירותים המבוססים על מיקום המדויק של המשתמש. כשאני נמצאת ברחוב דיזנגוף בת"א אני מקבלת מהבנק שלי את המיקום
שילוב מעניין הבא – הוא רשתות חברתיות סלולריות, דוגמת FOUTSQUARE למשל. מדובר המלצות בזמן אמת מבוססות על המיקום המדויק שלך עכשיו אשר משתמשות